Rowan Heasley gave a speech on implementing branding. Some key points: - Branding is about engaging emotions through consistent touchpoints that create a concept and feeling about a company in people's minds. - Many companies fail to engage emotions or don't have enough touchpoints. Content marketing can be used to create engaging touchpoints. - Successful brands like Guinness and IHG Holiday Inn use emotional and values-based campaigns to boost their brands. - Brand managers should focus on content marketing to generate touchpoints that align with the brand's emotional message. Respecting customers' intelligence by allowing them to discover the brand themselves fosters brand advocates.

1. Implementing Branding
Rowan Heasley, MD & Founder
rowan.heasley@nakedpenguinboy.com
www.nakedpenguinboy.com
Rowan Heasley
MD & Founding Partner

2. About
This Slideshow is an overview of a Speech given by Rowan Heasley
MD of Digital Agency Naked Penguin Boy.
The event hosted by Digital Doughnut was on the Future of Brand Marketing and held in
Shoreditch London in October 2015
Copy only slides have been included in the presentation to cover the main points of the talk.

3. Brand Definition: is essentially a product or service
created by a particular company under a particular name

4. What is branding?
Only 58 Days to go…

5. What is Branding?
It’s about a concept - A concept that a person holds in their head about a thing, a person, a business, a
service a product and this concept is based on their accumulated experiences with a brand.
So a Brands essence is therefore a mix of tangible and intangible concepts words and images that create
a certain feeling.
It’s not just about brand guidelines, brand standards or brand bibles.

6. What is Branding?

7. What is branding?

8. What is Branding?
McDonalds, like many of you when I first see the golden arches I think of junk food – why because we
have seen so many obesity reports and articles that all use McDonalds as an example.
McDonalds tries to get away from this image but the media still hound them but McDonalds keep
putting out content that combats this image.
Since having kids however I also see McDonalds as the perfect place to treat kids, I take them there
because they enjoy it and because I don’t think it’s a bad thing once in a while, it’s a popular family
restaurant, they have kid’s meals and Chicken McNuggets, it’s quick, relatively cheap and because I see
McDonalds often in various marketing campaigns promoting their food and their healthy options.
So I have a little war in my head about McDonalds, its food is not that healthy but it makes the kids
happy and so it’s good once in a while.
But I also go to McDonalds because I see them as a happy family brand and this is due to McDonalds
marketing and all the various touchpoints they generate everywhere.

9. A brand exists to create an action and that action should be aligned with the business goals
usually to sell products or services.
What is the purpose of a brand

10. What is the Purpose of Branding?
A brand exists to create an action and that action should be aligned with the business goals usually to
sell products or services.
But the brand should have a goal and that is to own a one particular feeling that motivates your
prospect to act and that must be exclusive. It’s not just a word, logo or tag line.
It’s about engaging emotions.
And engaging them in a way that is positive to the brand.

11. So if branding is all about engaging emotions ….
Why are so many companies not doing it …
or not doing enough of it?
When my HTC camera glass broke a week after
purchasing it, I received no valuable assistance
from HTC.
There are a product led company not a
service company.
“I can’t remember a single HTC advert or
marketing campaign.”
I have developed no brand loyalty with HTC (there have
been no touchpoints/marketing that I recall) and
therefore will not be purchasing their products in the
future.
The wrong kind of branding

12. Guinness Rugby – Never Alone
Made for More
Every impact,
Every rib cracked
Every bone broken
That was nothing compared to the demons tearing me apart
In my darkest hour I turned to my team mates
Telling them I was gay, that was the toughest thing I have ever done
When I needed them the most
They were there for me
Gareth Thomas
Former Welsh Rugby Captain
The right kind of branding

13. Guinness
If you want an emotional presence take a look at the Guinness ads.
They give a consistent emotional message that has boosted their brand worldwide. Where developing a
point of difference has become harder than ever Guinness have found a way to show that beer
commercials can be so much more than just blokes and pubs.

14. Hyundai: “Pipe Job”
Shows a suicide attempt failing because the vehicle,
the IX35 crossover, did not produce enough
harmful emissions.
Amusing and witty on one level but how can
someone’s depression that is so bad they are
contemplating suicide, ever create a positive
emotional space in a consumers head?
The wrong kind of branding

15. IHG: Holiday Inn
Family Rock Out – Xmas Karaoke App
Fronted by Stacey Solomon of X Factor fame
Focused on Family Fun
The right kind of branding

16. IHG – Holiday Inn
Holiday Inn were looking to create an additional bit of brand awareness around Xmas and that is exactly
what they did with their Christmas Karaoke App.
The whole campaign is themed around Family Fun, a campaign fronted by Stacey Solomon of X Factor
fame. There is an app where you can record yourself singing rock and roll Xmas carols and submit it to
Facebook, the Holiday Inn Gallery or just save it to your phone.
The app was also taken on tour around shopping centres in the UK and generated thousands of entries,
family fun and good will.
It was also listed as one of the top 10 best Xmas marketing apps of the year.

17. How do you create that little emotional feeling in everybody's
head?
Brand Managers
“You’re Fired”
OK not fired but their title and job description should be changed
to Content Marketing Managers
Why because Content Marketing managers are the ones who are
creating all those little touchpoints for users to interact with and
its content that creates a Brand
And so long as all those touchpoints are engaging and aligned
with the same emotional message they will create that little space
in a person’s head that associates a certain feeling towards a
brand.
Along with that feeling will come all the trust, advocacy, sharing
and caring.
Implementing Branding

18. Create touchpoints wherever your customers hang out.
Touchpoints

19. Magic Formula
𝑓 𝑥 = 𝑎0 +
𝑛=1
∞
𝑎 𝑛 cos
𝑛𝜋𝑥
𝐿
+ 𝑏 𝑛 sin
𝑛𝜋𝑥
𝐿

20. Magic Formula
Just kidding its not that complicated, the real formula is on the following page.

21. Magic Formula
Emotion Common Sense
& Need
Purchase+ =

22. Implementing Branding
So what do we know about the implementation of branding?
We know it is fluid and engaging, we know we need to create touchpoints in order to get our message
out there and fill that emotional space and the way to do this is via content marketing.
Respect your customers' intelligence by not giving everything away up front. Generate some intrigue and
allow them to unearth more about your brand for themselves.
This is the way to foster ambassadors who revel in telling other people what they have discovered.
• Implementing branding is all about feelings and emotions
• You create these through your marketing efforts
• You need lots of these touchpoints scattered everywhere your target audience is
• All touchpoints should point towards the same emotion or feeling

23. Thank You
Rowan Heasley, MD & Founding Partner
rowan.heasley@nakedpenguinboy.com
www.nakedpenguinboy.com