3. WARNING!!!
this deck is guaranteed to offend,
provide tragically incorrect advice,
and perhaps get you arrested.
deal with it.
4. [This Talk]
⢠WTF is a BRAND?
⢠Be Different.
⢠Stand 4 SOMEthing.
⢠Tap Into Humanity: Fear, SEX, Power!
!
⢠Be a Hero, or a VILLAIN.
⢠Donât say 1000 words.
⢠When It Works, Double Down.
⢠Be Yourself.
10. Marketing & BRANDing
⢠Tell a STORY, Build a Storytelling Culture
⢠SINGLE element: Color, Animal, Number, Word
⢠UNIQUE Position relative to Competition
⢠Embrace NEGATIVE/Shameful Positioning (when necessary)
⢠Know When to Get Back to PRODUCT
11. What is BRAND?
Brand (def): a name, term, design, symbol that
identifies one seller's good or service as distinct
from those of other sellers.
!
⢠Branding began as way to tell one person's
cattle from another by a hot iron stamp.
⢠Branding is usually full of PAIN.
12. Q: Who FEELS Your Brand?
⢠Customers
⢠Partners
⢠Investors
⢠Employees
⢠Press
14. Be Different.
⢠Take Risk Early. (U Have Nothing 2 Lose).
⢠Playing it Safe = Death.
⢠Pissing People Off is OK. (in fact, #WINNING)
!
⢠U Canât Build Brand around INDIFFERENCE.
⢠âNiche 2 WINâ (see blog post)
⢠Love *or* Hate are OK⌠Both = Good Signal.
15. Stand 4 SOMEthing.
(or stand 4 NO-thing)
CHANGE.
PEACE.
POWER. SEX.
SEXIST?
17. Stand 4 SOME-thing,
or Stand 4 NO-thing.
⢠Be ICONIC.
⢠SINGLE word or emotion.
⢠Donât be afraid 2b HATED.
⢠Donât be afraid 2b SHAMED.
⢠Aim for the Moon! [but land on the Roof]
19. Tap Into Humanity
⢠Fear: What u run from
⢠Sex: Who we love, lust 4
⢠Power: Ability 2 Control Ur World
⢠Family: Find Ur Tribe.
⢠Anger: Fight 4 Ur Right [2 Party]
20. Be a Hero!
or, Be a Villain
(pro tip: Villians have a lot more fun :)
21. Be a Hero⌠or a Villain
⢠Who do u LOVE, Admire, Want 2 B?
⢠Who do u HATE, Despise, [secretly] jealous?
⢠Whatever u are ATTRACTED toâŚ
⢠Just Donât Be BORING.
⢠Again: Indifference = Death.
23. Donât Say 1000 words.
⢠1 awesome picture.
⢠3 powerful words, or a few sentences.
⢠30 sec meaningful music or video.
⢠Less is more.
!
note: these slides are not less.
25. When It Works, Double Down.
⢠If someone LOVES u, itâs working.
⢠If someone HATES u, itâs working.
⢠Once u get signal, try iteration, repetition.
⢠Once u get repetition, try variation.
⢠Good artists COPY; great artists STEAL
(from themSELVES!)
27. Always Be Your [SUPER] Self
⢠Start from the Heart.
⢠Be YOUrself. Be Authentic. Be Comfortable.
⢠But: the MOST AWESOME, PASSIONATE u.
⢠Find a feeling or emotion u can sustain
⢠[sometimes even weakness can be ok]