8. WTF is BRAND?
⢠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 WORK)
Brand (def): a name, term, design,
symbol that identifies one seller's
good or service as distinct from
those of other sellers.
9. Be Different.
⢠Take Risk Early. (U Have Nothing 2 Lose).
⢠Playing it Safe = Death.
⢠Pissing People Off is OK. (in fact, #WINNING)
⢠Love *or* Hate = GOOD (both are STRONG signal)
⢠U Canât Build Brand around INDIFFERENCE.
⢠âNiche 2 WINâ (see blog post)
10. Stand 4 SOME-thing, â¨
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]
12. 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]
13. Be a Hero⌠or a Villain
(pro tip: Villians have more fun :)
⢠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.
14. picture > words.
⢠1 awesome picture.
⢠3 powerful words.
⢠30 sec music or video.
⢠Less is more.
note: these slides are not less.
15. 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 STEALâŚ
(from themSELVES!)
16. Always Be Yourself â but 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]