MODERN BRAND BUILDING Stop Campaigning.
Start Committing. ©2008 Paul Isakson

Paul Isakson Head of Strategy
space150 ©2008 Paul Isakson

DISCUSSION OUTLINE Brands & Branding
Today Evolution of Brand Building Campaigning vs. Committing Thoughts for Moving Forward ©2008 Paul Isakson

BRANDS & BRANDING HAVEN’T REALLY
CHANGED TOO MUCH. ©2008 Paul Isakson

BRAND = COLLECTIVELY, WHAT PEOPLE
SAY, FEEL & THINK ABOUT YOUR PRODUCT, SERVICE OR COMPANY. ©2008 Paul Isakson

A STRONG BRAND = A
COLLECTION OF COHERENT IDEAS AND EXPERIENCES WITH A PRODUCT OR SERVICE OVER TIME. ©2008 Paul Isakson

A GREAT BRAND IS A
GREAT STORY. ©2008 Paul Isakson

IF WHAT MAKES A GREAT
BRAND HASN’T CHANGED ALL THAT MUCH, WHAT HAS? ©2008 Paul Isakson

Evolution of Brand Building OLD
NEW Messages Conversations Static Dynamic Saying Doing Look & Feel Experience Posing Authenticity Simplicity Complexity Touch points Engagements Audience Community About About Transactions Relationships ©2008 Paul Isakson Influenced by the thinking of John Grant, as shown in The Brand Innovation Manifesto

STOP CAMPAIGNING. START COMMITTING. ©2008
Paul Isakson

CAMPAIGNING
©2008 Paul Isakson

CAMPAIGNING = CHANGING YOUR CORE
BRAND MESSAGE TO FIT WHAT YOU THINK PEOPLE NEED OR WANT TO HEAR TODAY SO THAT THEY BUY YOUR PRODUCT OR SERVICE. ©2008 Paul Isakson

CAMPAIGNING = MARKETING FOR SHORT
TERM GAINS ©2008 Paul Isakson

POLITICIANS
CAMPAIGN
©2008 Paul Isakson

©2008 Paul Isakson

CAMPAIGNING LEADS TO A CONSTANTLY
CHANGING STORY. ©2008 Paul Isakson

PEOPLE AREN’T SURE WHAT TO
THINK OF YOU. ©2008 Paul Isakson

YOU DON’T REALLY HAVE A
BRAND. ©2008 Paul Isakson

YOU HAVE A PRODUCT OR
SERVICE WITH SOME POTENTIALLY INTERESTING MARKETING. ©2008 Paul Isakson

NO LOYALTY
©2008 Paul Isakson

STOP
CAMPAIGNING
©2008 Paul Isakson

COMMITTING
©2008 Paul Isakson

COMMITTING = BUILDING YOUR BRAND
ON CORE PRINCIPLES THAT NEVER CHANGE. ©2008 Paul Isakson

COMMITTING = MARKETING FOR LONG
TERM GROWTH ©2008 Paul Isakson

COCA-COLA MAKES YOU HAPPY HAPPINESS
FACTORY HILLTOP (TEACH THE ROCKWELL WORLD TO SING) POLAR BEARS GRAND THEFT AUTO HAVE A BOTTLE COKE (SHAPE) AND A HOLIDAYS SMILE MEAN JOE REFRESHMENT GREENE SECRET FORMULA ©2008 Paul Isakson Brand Molecule: The Brand Innovation Manifesto by John Grant

NIKE HELPS YOU BE VICTORIOUS
RONALDINHO VIDEO NIKE PLAYGROUND RUNNING CLUBS LEBRON NIKE TOWN TIGER WOODS DON IMUS THANK YOU REVOLUTION TV SPOT BO LETTER KNOWS NIKE+ THE HUMAN RACE JUST DO IT AIR JORDAN THE SWOOSH ©2008 Paul Isakson Brand Molecule: The Brand Innovation Manifesto by John Grant

COMMITTING = CREATING AN EVOLVING
COLLECTION OF COHERENT BRAND IDEAS AND EXPERIENCES OVER TIME ©2008 Paul Isakson

COMMITMENTS CREATE ©2008 Paul Isakson
BRAND LOYALISTS

START
COMMITTING
©2008 Paul Isakson

HOW DO WE START? ©2008
Paul Isakson

A FEW THOUGHTS ©2008 Paul
Isakson

IF YOU DON’T DEFINE YOUR
BRAND, SOMEONE ELSE WILL. ©2008 Paul Isakson

DEFINE WHO YOU ARE &
WHAT YOU STAND FOR. COMMIT TO IT. ©2008 Paul Isakson

WHAT GOES INTO THE CLOUD,
STAYS IN THE CLOUD. ©2008 Paul Isakson

THE PRODUCT REALLY IS THE
MARKETING. MAKE BETTER PRODUCTS FIRST. ©2008 Paul Isakson

START LOOKING AT YOUR MARKETING
AS A PROGRESSIVE STORY INSTEAD OF AS QUARTERLY CAMPAIGNS. ©2008 Paul Isakson

STOP PUTTING THE EXACT SAME
STORY EVERYWHERE. PEOPLE LIKE STORIES WITH DEPTH AND COMPLEXITY. ©2008 Paul Isakson

FORGET ABOUT CONTROLLING THE MESSAGE.
©2008 Paul Isakson

FANS ARE GOING TO CREATE
CONTENT FOR YOUR BRAND. ©2008 Paul Isakson

PLAN FOR CONTENT YOU DON’T
CREATE RONALDINHO VIDEO NIKE PLAYGROUND RUNNING CLUBS NIKE TOWN DON IMUS THANK YOU REVOLUTION TV SPOT BO LETTER KNOWS NIKE+ THE HUMAN RACE JUST DO IT AIR JORDAN THE SWOOSH ©2008 Paul Isakson

THE WAY AND SPEED WITH
WHICH PEOPLE DISCOVER, PROCESS AND SHARE INFORMATION HAS CHANGED DRAMATICALLY. ©2008 Paul Isakson

CREATE ROOM FOR AGILITY, FLEXIBILITY
& ITERATION. ©2008 Paul Isakson

MAKE A COMMITMENT TO CREATING
BETTER BRANDS. ©2008 Paul Isakson

THANK YOU
©2008 Paul Isakson

To keep the conversation going
… Paul Isakson Head of Strategy space150 Email / paul.isakson@gmail.com Twitter / @paulisakson Blog / paulisakson.com/

CREDITS & SOURCES Don't believe
the Devil, iPhone don't beLIEve his book e-Learning content authoring Celeste Google Loves The iPhone Flickr "Quality Education - Not Politics" Photo 18 (Nike Tattoo) hober Justin Hiltz Flickr Flickr I hate politics MAD MEN Wallpaper jvumn Web Site AMC Flickr AMC.com Dueling Bandwagons King Cloud Eric Kilby akakumo Flickr Flickr Brand Molecule Models Mac vs. PC John Grant Apple The Brand Innovation Manifesto Apple.com

INSPIRATION & INFLUENCES John Grant,
The Brand Innovation Manifesto Adrian Ho, Zeus Jones Dion Hughes, Persuasion Arts & Sciences Aki Spicer, Fallon Marcus Fischer, space150 Heidi Keel, space150