What a brand is and what a brand isn't...How do you define a brand and what drives consumer

1. EVERYTHING A
BRAND DOES IS
ADVERTISING
BRANDING © Hunter Territo / Xdesign, Inc - If duplicating please reference appropriately

4. “The Apple Store was probably the best
ad we ever did. Everything a brand does
is advertising.”
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Source: Lee Clow

5. SO, WHAT
EXACTLY MAKES
UP YOUR BRAND?
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6. “A brand is the sum of all the emotions,
thoughts, images, history, possibilities,
and gossip that exist in the marketplace
about a certain company.”
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Source: Luke Sullivan - Hey Whipple Squeeze This

7. IT’S NOT JUST
YOUR LOGO
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Source: Dan Pallotta - A Logo is Not a Brand

8. IT’S NOT A SINGLE
CORPORATE
IDENTITY
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Source: Dan Pallotta - A Logo is Not a Brand

9. IT’S NOT ONE
ADVERTISING
CAMPAIGN
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Source: Dan Pallotta - A Logo is Not a Brand

10. “Any damn fool can put on a deal, but it
takes genius, faith, and perseverance to
create a brand.”
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Source: David Ogilvy

11. IT’S NOT A SINGLE
PRODUCT
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Source: Dan Pallotta - A Logo is Not a Brand

12. “A brand is the set of expectations, memories,
stories and relationships that, taken together,
account for a consumer’s decision to choose
one product or service over another. If the
consumer doesn’t pay a premium, make a
selection or spread the word, then no brand
value exists for that consumer.”
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Source: Seth Godin

13. BUILDING AN
EFFECTIVE
BRAND:
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14. “Differentiate. Our brains are hardwired
to notice what is different, not what is
the same.”
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Source: Marty Neumeier - The Brand Gap

15. 1. WHO ARE YOU
2. WHAT DO YOU DO?
3. WHY DOES IT MATTER?
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Source: Marty Neumeier - The Brand Gap

16. “What makes your brand remarkable is
that you do something that no one else
does or you do it in a way they can’t help
but talk about.”
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Source: John Morgan - Brand Against The Machine

17. THE EMPHASIS OF
MARKETING APPEAL
HAS CHANGED
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Source: Marty Neumeier - The Brand Gap

18. 1900+ 1925+ 1950+ 2000+
FEATURES BENEFITS EXPERIENCE IDENTIFICATION
“What it has” “What it does” “What you’ll feel” “Who you are”
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Source: Marty Neumeier - The Brand Gap

19. “Focus. A focused brand knows exactly
what it is, why it’s different, and why
people want it.”
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Source: Marty Neumeier - The Brand Gap

20. SO, WHY IS THIS
SO IMPORTANT?
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21. PEOPLE BUY WHAT
THEY WANT, NOT
WHAT THEY NEED
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Source: John Morgan - Brand Against The Machine

22. “The degree of trust I feel towards the
product rather than the assessment of its
features and benefits, will determine
whether I’ll buy this product or that
product.”
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Source: Marty Neumeier - The Brand Gap

23. BRANDING

24. THE ONLY
DIFFERENCE IS
THE BRAND
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Source: Mike Desitny- The Want Makers

25. “It’s not what you say it is. It’s what they
say it is.”
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Source: Marty Neumeier - The Brand Gap

26. YOUR BRAND IS
THE SUM OF ALL
THE PARTS
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Source: John Morgan - Brand Against The Machine

27. YOUR BRAND IS
EVERY SINGLE
TOUCHPOINT
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Source: John Morgan - Brand Against The Machine

28. “Every advertisement (read: touchpoint)
should be thought of as a contribution to
the complex symbol which is the brand.”
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Source: David Ogilvy

29. YOUR BRAND IS
THE WAY YOU
SPEAK
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Source: Dan Pallotta - A Logo is Not a Brand

30. YOUR BRAND IS
YOUR PEOPLE
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Source: Dan Pallotta - A Logo is Not a Brand

31. YOUR BRAND IS
YOUR FACILITIES
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Source: Dan Pallotta - A Logo is Not a Brand

32. YOUR BRAND IS
EVERYTHING YOU
DON’T DO
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Source: John Morgan - Brand Against The Machine

33. LOGO
CORPORATE ID
PRODUCTS
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34. YOUR BRAND IS
YOUR STRATEGY
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Source: Dan Pallotta - A Logo is Not a Brand

35. YOUR BRAND IS
YOUR PROMISE
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Source: Dan Pallotta - A Logo is Not a Brand

36. BRANDING

37. TAKE A STAND
FOR SOMETHING
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38. “Your brand’s anchor belief is your
brand’s philosophy or viewpoint. It’s a
big idea that is the focus of all your
products, services, marketing,
presentations and any other element of
your business. Its premise becomes the
backbone of your brand.”
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Source: John Morgan - Brand Against The Machine

39. BRAND =
ADJECTIVE
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Source: Luke Sullivan - Hey Whipple Squeeze This

43. ONCE YOU FIND
YOUR ADJECTIVE,
STICK TO IT
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44. REMEMBER THE
80/20 RULE.
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53. FLIPPING THE
PERCEPTION
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58. SOME TERMS TO
KNOW:
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59. BRAND
EQUITY
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61. BRAND
RESONANCE
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62. BRANDING

63. BRANDING

64. BRAND
PARTNERS
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66. BRAND
EXTENSIONS
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68. BRAND
EVANGELISTS
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69. BRANDING

70. “It’s the hope of every marketer: to create
something that not only does what it was
designed to do, but does so with such
force that the audience doesn’t just
remember it, or even respond positively
to it, but they evangelize for it.”
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Source: Stefan Mumaw- Chasing the Monster Idea

71. “Do what you do so well that they will
want to see it again, and bring
their friends.”
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Source: Walt Disney