13. 13
When you buy sneakers, 70% of the cost
goes into advertising, while trying to cut
expenses -at any moral cost- on the 30%
remaining
>
If you stop advertising you can produce
responsible sneakers for 5 times the cost,
while selling it for the same price.
#1 STARTS FROM YOUR GUTS
15. WHAT FRUSTRATION IS YOUR BUSINESS
IDEA BORN OUT OF ?
WHAT DO YOU WANTTO FREE THE
WORLD FROM ?
15
16. #2 FIND OUT WHATYOUR TARGET
FEELS MOST DEPRIVED OF
16
17. 17
#2 FIND OUT WHATYOUR TARGET
FEELS MOST DEPRIVED OF
Vs.
New feels exciting, therefore old looks cheap New is old fashioned, therefore refurbished is cool
18. 18
#2 FIND OUT WHATYOUR TARGET
FEELS MOST DEPRIVED OF
+ =
19. WHAT DOES YOUR TARGET RESENTS MOST,
BEING DEPRIVED OF ?
HOW COULD YOU STAND FOR A SOLUTION ?
19
20. #3 TURN THAT INTO A POSITIVE EMOTION
AND MAKE YOUR BRAND STAND FOR IT
20
21. 21
« I've learned that people will forget what you said,
people will forget what you did,
but people will never forget how you made them feel. »
26. WHAT FEELING DO YOU WANTYOUR CLIENTS TO
REMEMBER, WHEN THEY WILL HAVE FORGOTTEN
EVERYTHING ELSE ?
(MAKE SURE IT’S NOT GENERIC TO YOUR
COMPETITIVE ENVIRONMENT)
26
27. #4 SETYOUR BRAND LIMITATIONS AND
MAKE THEM CLEAR TO YOUR AUDIENCE
27
45. 45
« Humble » bragging
FOMO
Fads
YES NO
Useful enlightening content
Hints to get more focus and clarity
Unexpected perspectives on timeless problems
55. BECAUSE
ATTHE END OF THE DAY…
55
“A brand is the sum of the good, the bad, the ugly and the off-strategy. It is
defined by your best product as well as by your worst one. It is defined by what you
have done best as well as the god-awful that somehow slipped through the cracks,
got approved, and not surprisingly sank into oblivion. It is defined by the
accomplishments of your best employees… as well as the worst hire you have ever
made (…). Brands are sponges for content images, for fleeting feelings. They
become psychological concepts held in the minds of the public, where they may
stay forever. As such you can’t entirely control a brand. At best you only guide and
influence it.”
-Scott Bedbury (Nike advertising director 1987-1994), “A Brand-New World”
56. 56
A BRAND IS
A WAYTO STAND OUT
THRILL OF DRIVING PURE ENERGY STATUS SAFETY
A BRAND IS
A CONCENTRATE
OF MEANING
A BRAND IS AN EMOTION
YOUR AUDIENCE
WANTS MORE OF
57. #1 START FROM YOUR GUTS
#2 FIND WHATYOUR TARGET
FEELS MOST DEPRIVED OF
#3 TURN THAT INTO A POSITIVE EMOTION
AND MAKE YOUR BRAND STAND FOR IT
#4 SETYOUR BRAND CLEAR LIMITS
#5 BUILD YOUR VISUAL IDENTITY
ACCORDINGLY
#6 DEFINE THE CONVERSATIONS YOU WANT
TO BE PART OF
#7 DON’T LISTEN TO ALL FEEDBACK
#8 OBSESS WITH CONSISTENCY
57