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22nd August 2013Minibar Camp
What is a
brand and
why you
need one
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Put your hands in the air if you love advertising
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“They’re brand consultants and iPad DJs”
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Contents
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Contents
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Why

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Contents
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Why What

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Contents
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Why What How

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Why
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Why
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Why
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1 in 6 Americans believe Barack Obama is a Muslim.
Why

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Why

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Why
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Why
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10 petaflops
20W
10 petaflops
8,000,000W

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Why branding is important
1. It generates value
2. It puts you in control
3. It’s about heuristics - the way humans make decisions
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Not
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A brand isn’t just your name or logo. It’s the thing that
they all spring from. The expression of who you are as
a business (the epitaph that you’d like on its
gravestone?)

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What
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Purpose
Values
Style
Identity

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What
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Purpose
Values
Style
Identity
Products
Marketing
Logo
Personnel
Services
Name

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What
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Purpose
Values
Style
Identity
Repatriation

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What
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To bring inspiration and innovation to
every athlete* in the world.
*"If you have a body, you are an
athlete."
Gives men the edge in the mating
game
Gives you wings
To organize the world's information and
make it universally accessible to the
world

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How
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Purpose
Values
Style
Identity
BE AUTHENTIC
BE UNIQUE
BE SALIENT

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How - purpose and values
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If you are authentic in your decisions you will built a sense of
trust and integrity around your business as it grows.

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How - Purpose and Values
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Why are you doing what you’re doing (other than to make money)?
What would you never compromise on (even if it cost you money)?

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How Not
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Fluff
“Be a leading global company leveraging the power of innovation to realize an information society
friendly to humans and the earth.”
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How - style
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Whatever you’re selling, if you do it in a unique style people
will remember the product and service. If you also do it well,
they will keep coming back.

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How - style
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How - style
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How - identity
Salient names and logos are those that are memorable but also conceptually linked to the category of
product or service they provide. The more salient your name and logo, the better they will aid
awareness and therefore early growth.
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How
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How not
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How not
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How not
Lazi.ly
Mediocrify
Chancr
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The loyalty loop
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Brand
salience
Brand style

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Summary
Why
Brands are important because they reflect the way people think about the world, and as such give
multiple benefits to companies of any size who can define them clearly.
What
A brand is a statement of your company’s personality and identity, not just a logo. Think about purpose,
values, style and identity and how to form them into a coherent whole.
How
Be authentic, unique and salient in your choices. For companies at your stage a salient brand name
and a unique brand personality are the most cost-effective marketing you can have.
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