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Brandculture
A brand is a person's gut feeling
about a product, service, or company.
         – Marty Neumeier
          The Brand Gap
1600
We don’t like to be talked at
               &
we don’t trust commercials
Brands I trust….
You own the product
           They own the brand
Perceived Value
                                                      Relevant
 Differentiated




Competitive                                           Needs &
   position                                           Dreams




Undifferentiated                                      Irrelevant

                   Markedsprisen    Price   Premium
If you have to tell someone you
are special you are probably not…
Create something
remarkable:
a product, an
experience and a
story that people
remember
                    Seth Godin
A brand is a promise
             Your brand




  Brand                   Marketplace
ambassador                Customers
“We live in a world where the little things really do
matter.
Each encounter no matter how brief is a
              micro interaction
which makes a deposit or withdrawal from our
rational and emotional subconscious.
The sum of these interactions and encounters
adds up to how we feel about a particular product,
brand or service.

Little things. Feelings. They influence
our everyday behaviors more than we
realize.”
                       Dave Armano, Logic + Emotion
Interactions + feelings = brand



             Dave Armano, Logic + Emotion
How does one build an
   authentic and relevant
brand that is aligned and value
creating in all touchpoints with
 it’s customers and offers me an
       experience I want to tell
                  others about...
It’s not easy
Some cases, that I think does a
         great job
Not all superheroes
wear capes

                      ”
If you feel like having a panic attack?



 Get out!  You are too old!
Culture eats
strategy
For breakfast
The Brand building process
                                                        Deliver Brand Promise
                                                        in all touch points



                                       Develop People



                       Design touch points


        Define Brand Strategy


Discover DNA
Simply put, the strongest brands
are who they say they are.

They are built with their customer,
and they are built by leaders who
focus on converting transactions
into lasting relationships.

- Derrick Daye, Branding Strategy Insider

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Brandculture Presentation

  • 2.
  • 3.
  • 4.
  • 5. A brand is a person's gut feeling about a product, service, or company. – Marty Neumeier The Brand Gap
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  • 8. We don’t like to be talked at & we don’t trust commercials
  • 10. You own the product They own the brand
  • 11. Perceived Value Relevant Differentiated Competitive Needs & position Dreams Undifferentiated Irrelevant Markedsprisen Price Premium
  • 12. If you have to tell someone you are special you are probably not…
  • 13.
  • 14. Create something remarkable: a product, an experience and a story that people remember Seth Godin
  • 15. A brand is a promise Your brand Brand Marketplace ambassador Customers
  • 16. “We live in a world where the little things really do matter. Each encounter no matter how brief is a micro interaction which makes a deposit or withdrawal from our rational and emotional subconscious. The sum of these interactions and encounters adds up to how we feel about a particular product, brand or service. Little things. Feelings. They influence our everyday behaviors more than we realize.” Dave Armano, Logic + Emotion
  • 17. Interactions + feelings = brand Dave Armano, Logic + Emotion
  • 18. How does one build an authentic and relevant brand that is aligned and value creating in all touchpoints with it’s customers and offers me an experience I want to tell others about...
  • 20. Some cases, that I think does a great job
  • 21.
  • 23. If you feel like having a panic attack? Get out! You are too old!
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  • 26. The Brand building process Deliver Brand Promise in all touch points Develop People Design touch points Define Brand Strategy Discover DNA
  • 27. Simply put, the strongest brands are who they say they are. They are built with their customer, and they are built by leaders who focus on converting transactions into lasting relationships. - Derrick Daye, Branding Strategy Insider