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                             Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                                 @davefletcher // TheMechanism.com
Sunday, September 25, 11
twitter.com/davefletcher

Sunday, September 25, 11
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                               @davefletcher // TheMechanism.com
Sunday, September 25, 11
#tbm


                            Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                                @davefletcher // TheMechanism.com
Sunday, September 25, 11
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                               @davefletcher // TheMechanism.com
Sunday, September 25, 11
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                               @davefletcher // TheMechanism.com
Sunday, September 25, 11
Deconstructing Brands




                           Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                               @davefletcher // TheMechanism.com
Sunday, September 25, 11
Deconstructing Brands
            A Branding Workshop




                           Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                               @davefletcher // TheMechanism.com
Sunday, September 25, 11
ELEMENTS OF GREAT BRANDING




                           Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                               @davefletcher // TheMechanism.com
Sunday, September 25, 11
ELEMENTS OF GREAT BRANDING
       NAME - company name, identifier




                              Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                                  @davefletcher // TheMechanism.com
Sunday, September 25, 11
ELEMENTS OF GREAT BRANDING
       NAME - company name, identifier
       POSITION - how you stack up against your foes




                              Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                                  @davefletcher // TheMechanism.com
Sunday, September 25, 11
ELEMENTS OF GREAT BRANDING
       NAME - company name, identifier
       POSITION - how you stack up against your foes
       PERSONALITY - how you communicate with others




                             Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                                 @davefletcher // TheMechanism.com
Sunday, September 25, 11
ELEMENTS OF GREAT BRANDING
       NAME - company name, identifier
       POSITION - how you stack up against your foes
       PERSONALITY - how you communicate with others
       PROMISE - what you stand for




                             Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                                 @davefletcher // TheMechanism.com
Sunday, September 25, 11
ELEMENTS OF GREAT BRANDING
       NAME - company name, identifier
       POSITION - how you stack up against your foes
       PERSONALITY - how you communicate with others
       PROMISE - what you stand for
       TAGLINE - your current marketing message




                             Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                                 @davefletcher // TheMechanism.com
Sunday, September 25, 11
ELEMENTS OF GREAT BRANDING
       NAME - company name, identifier
       POSITION - how you stack up against your foes
       PERSONALITY - how you communicate with others
       PROMISE - what you stand for
       TAGLINE - your current marketing message
       COLOR - colors represent your position/personality



                               Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                                   @davefletcher // TheMechanism.com
Sunday, September 25, 11
ELEMENTS OF GREAT BRANDING
       NAME - company name, identifier
       POSITION - how you stack up against your foes
       PERSONALITY - how you communicate with others
       PROMISE - what you stand for
       TAGLINE - your current marketing message
       COLOR - colors represent your position/personality
       IMAGERY - visuals that fit your position/personality


                                Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                                    @davefletcher // TheMechanism.com
Sunday, September 25, 11
ELEMENTS OF GREAT BRANDING
       NAME - company name, identifier
       POSITION - how you stack up against your foes
       PERSONALITY - how you communicate with others
       PROMISE - what you stand for
       TAGLINE - your current marketing message
       COLOR - colors represent your position/personality
       IMAGERY - visuals that fit your position/personality
       LOGO - simplify above into a singular object of desire
                                Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                                    @davefletcher // TheMechanism.com
Sunday, September 25, 11
What’s in a NAME, anyway?




                           Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                               @davefletcher // TheMechanism.com
Sunday, September 25, 11
What’s in a NAME, anyway?



                           Apple

                            Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                                @davefletcher // TheMechanism.com
Sunday, September 25, 11
What’s in a NAME, anyway?



                           Pepsi

                            Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                                @davefletcher // TheMechanism.com
Sunday, September 25, 11
What’s in a NAME, anyway?



                           Starbucks


                              Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                                  @davefletcher // TheMechanism.com
Sunday, September 25, 11
What’s in a NAME, anyway?



                           Google

                             Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                                 @davefletcher // TheMechanism.com
Sunday, September 25, 11
What’s in a NAME, anyway?



                           Virgin

                            Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                                @davefletcher // TheMechanism.com
Sunday, September 25, 11
Choose your POSITION




                           Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                               @davefletcher // TheMechanism.com
Sunday, September 25, 11
Choose your POSITION

                           Be Different




                             Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                                 @davefletcher // TheMechanism.com
Sunday, September 25, 11
Choose your POSITION

                           Be Different

                           Be Focused



                             Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                                 @davefletcher // TheMechanism.com
Sunday, September 25, 11
Choose your POSITION

                           Be Different

                           Be Focused

                           Be Authentic

                             Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                                 @davefletcher // TheMechanism.com
Sunday, September 25, 11
Present                                     Future



                            What do they                        What would they
             Audience
                           believe or value?                    believe or value?




                             What do you                        What would you
                   You
                           currently claim?                     like to become?



                                          Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                                              @davefletcher // TheMechanism.com
Sunday, September 25, 11
http://www.youtube.com/watch?v=vmG9jzCHtSQ

                              [Steve Jobs Video]




                                    Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                                        @davefletcher // TheMechanism.com
Sunday, September 25, 11
Personality




                            Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                                  @davefletcher // TheMechanism.com
Sunday, September 25, 11
Personality




                            Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                                  @davefletcher // TheMechanism.com
Sunday, September 25, 11
Personality




                            Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                                  @davefletcher // TheMechanism.com
Sunday, September 25, 11
If your brand was a person,
                     how would they behave?




                               Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                                   @davefletcher // TheMechanism.com
Sunday, September 25, 11
http://www.youtube.com/watch?
                           v=12lzdEBpW9U&feature=related

                           http://www.youtube.com/watch?
                           v=S_3Dj5GZJNc&feature=related

                                  [Richard Branson]



                                        Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                                            @davefletcher // TheMechanism.com
Sunday, September 25, 11
Till Death do us Part.




                           Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                               @davefletcher // TheMechanism.com
Sunday, September 25, 11
The BRAND PROMISE




                           Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                               @davefletcher // TheMechanism.com
Sunday, September 25, 11
The BRAND PROMISE

                           Set Expectations




                            Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                                @davefletcher // TheMechanism.com
Sunday, September 25, 11
The BRAND PROMISE

                           Set Expectations

                           Permanent



                            Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                                @davefletcher // TheMechanism.com
Sunday, September 25, 11
The BRAND PROMISE

                           Set Expectations

                           Permanent
                           Internally & Externally
                           Communicated


                              Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                                  @davefletcher // TheMechanism.com
Sunday, September 25, 11
The BRAND PROMISE


       Organization
                    + Attributes + Personality
       Description




                           Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                               @davefletcher // TheMechanism.com
Sunday, September 25, 11
The BRAND PROMISE

          For (target audience), (brand name) is
          the (frame of reference) that delivers
          (benefit/point of difference) because only
          (brand name) is (reason to believe).


                             Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                                 @davefletcher // TheMechanism.com
Sunday, September 25, 11
TAGLINE, you’re it.




                           Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                               @davefletcher // TheMechanism.com
Sunday, September 25, 11
TAGLINE, you’re it.

                           Not Required




                            Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                                @davefletcher // TheMechanism.com
Sunday, September 25, 11
TAGLINE, you’re it.

                           Not Required

                           Can Change



                            Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                                @davefletcher // TheMechanism.com
Sunday, September 25, 11
TAGLINE, you’re it.

                           Not Required

                           Can Change

                           Campaign Based

                            Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                                @davefletcher // TheMechanism.com
Sunday, September 25, 11
TAG, you’re it.


                               Just when you
                           thought it was safe to
                           go back in the water...


                                     Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                                         @davefletcher // TheMechanism.com
Sunday, September 25, 11
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                               @davefletcher // TheMechanism.com
Sunday, September 25, 11
TAG, you’re it.


                           Takes a licking, and
                            keeps on ticking.



                                   Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                                       @davefletcher // TheMechanism.com
Sunday, September 25, 11
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                               @davefletcher // TheMechanism.com
Sunday, September 25, 11
TAG, you’re it.



                           Where’s the beef?



                                  Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                                      @davefletcher // TheMechanism.com
Sunday, September 25, 11
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                               @davefletcher // TheMechanism.com
Sunday, September 25, 11
TAG, you’re it.


                           The Ultimate Driving
                                Machine



                                   Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                                       @davefletcher // TheMechanism.com
Sunday, September 25, 11
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                               @davefletcher // TheMechanism.com
Sunday, September 25, 11
TAG, you’re it.


                           No more late fees.
                           The start of more.



                                  Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                                      @davefletcher // TheMechanism.com
Sunday, September 25, 11
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                               @davefletcher // TheMechanism.com
Sunday, September 25, 11
TAG, you’re it.


                           Why fool around with
                              anyone else?



                                   Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                                       @davefletcher // TheMechanism.com
Sunday, September 25, 11
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                               @davefletcher // TheMechanism.com
Sunday, September 25, 11
TAG, you’re it.



                           Ask Why.



                             Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                                 @davefletcher // TheMechanism.com
Sunday, September 25, 11
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                               @davefletcher // TheMechanism.com
Sunday, September 25, 11
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                               @davefletcher // TheMechanism.com
Sunday, September 25, 11
Color




                           Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                               @davefletcher // TheMechanism.com
Sunday, September 25, 11
Color

                           Stimulates Senses




                            Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                                @davefletcher // TheMechanism.com
Sunday, September 25, 11
Color

                           Stimulates Senses

                           Aids Memory Recall



                            Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                                @davefletcher // TheMechanism.com
Sunday, September 25, 11
Color

                           Stimulates Senses

                           Aids Memory Recall

                           Conveys Promise

                            Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                                @davefletcher // TheMechanism.com
Sunday, September 25, 11
SOFT




                WARM                                                    COOL




                           HARD
                           Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                               @davefletcher // TheMechanism.com
Sunday, September 25, 11
SOFT




                WARM                                                    COOL




                           HARD
                           Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                               @davefletcher // TheMechanism.com
Sunday, September 25, 11
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                               @davefletcher // TheMechanism.com
Sunday, September 25, 11
Sunday, September 25, 11
Sunday, September 25, 11
Sunday, September 25, 11
Sunday, September 25, 11
Sunday, September 25, 11
Imagery

                           Represents Brand

                           Focuses Identity

                           Campaign Based

                             Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                                 @davefletcher // TheMechanism.com
Sunday, September 25, 11
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                               @davefletcher // TheMechanism.com
Sunday, September 25, 11
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                               @davefletcher // TheMechanism.com
Sunday, September 25, 11
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                               @davefletcher // TheMechanism.com
Sunday, September 25, 11
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                               @davefletcher // TheMechanism.com
Sunday, September 25, 11
http://www.youtube.com/watch?v=KR4dxPISegY

                           [Virgin Airlines Safety Video]




                                       Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                                           @davefletcher // TheMechanism.com
Sunday, September 25, 11
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                               @davefletcher // TheMechanism.com
Sunday, September 25, 11
Logo




                           Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                               @davefletcher // TheMechanism.com
Sunday, September 25, 11
Logo

                           Instant Recognition




                             Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                                 @davefletcher // TheMechanism.com
Sunday, September 25, 11
Logo

                           Instant Recognition

                           Purely Graphic ... or



                             Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                                 @davefletcher // TheMechanism.com
Sunday, September 25, 11
Logo

                           Instant Recognition

                           Purely Graphic ... or

                           Typographic

                             Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                                 @davefletcher // TheMechanism.com
Sunday, September 25, 11
Sunday, September 25, 11
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                               @davefletcher // TheMechanism.com
Sunday, September 25, 11
Sunday, September 25, 11
Sunday, September 25, 11
Sunday, September 25, 11
Sunday, September 25, 11
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                               @davefletcher // TheMechanism.com
Sunday, September 25, 11
Sunday, September 25, 11
Sunday, September 25, 11
Sunday, September 25, 11
Sunday, September 25, 11
Brand Equity




                           Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                               @davefletcher // TheMechanism.com
Sunday, September 25, 11
Brand Equity




                           Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                               @davefletcher // TheMechanism.com
Sunday, September 25, 11
http://www.youtube.com/watch?v=ykjrD_8anyw

                              [Sony Ericsson Ray]




                                     Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                                         @davefletcher // TheMechanism.com
Sunday, September 25, 11
THANKS FOR
                         COMING
                           Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                               @davefletcher // TheMechanism.com
Sunday, September 25, 11
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

                               @davefletcher // TheMechanism.com
Sunday, September 25, 11

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Deconstructing Brands - A Branding Workshop

  • 1. HELLO Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 3. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 4. #tbm Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 5. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 6. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 7. Deconstructing Brands Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 8. Deconstructing Brands A Branding Workshop Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 9. ELEMENTS OF GREAT BRANDING Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 10. ELEMENTS OF GREAT BRANDING NAME - company name, identifier Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 11. ELEMENTS OF GREAT BRANDING NAME - company name, identifier POSITION - how you stack up against your foes Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 12. ELEMENTS OF GREAT BRANDING NAME - company name, identifier POSITION - how you stack up against your foes PERSONALITY - how you communicate with others Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 13. ELEMENTS OF GREAT BRANDING NAME - company name, identifier POSITION - how you stack up against your foes PERSONALITY - how you communicate with others PROMISE - what you stand for Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 14. ELEMENTS OF GREAT BRANDING NAME - company name, identifier POSITION - how you stack up against your foes PERSONALITY - how you communicate with others PROMISE - what you stand for TAGLINE - your current marketing message Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 15. ELEMENTS OF GREAT BRANDING NAME - company name, identifier POSITION - how you stack up against your foes PERSONALITY - how you communicate with others PROMISE - what you stand for TAGLINE - your current marketing message COLOR - colors represent your position/personality Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 16. ELEMENTS OF GREAT BRANDING NAME - company name, identifier POSITION - how you stack up against your foes PERSONALITY - how you communicate with others PROMISE - what you stand for TAGLINE - your current marketing message COLOR - colors represent your position/personality IMAGERY - visuals that fit your position/personality Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 17. ELEMENTS OF GREAT BRANDING NAME - company name, identifier POSITION - how you stack up against your foes PERSONALITY - how you communicate with others PROMISE - what you stand for TAGLINE - your current marketing message COLOR - colors represent your position/personality IMAGERY - visuals that fit your position/personality LOGO - simplify above into a singular object of desire Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 18. What’s in a NAME, anyway? Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 19. What’s in a NAME, anyway? Apple Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 20. What’s in a NAME, anyway? Pepsi Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 21. What’s in a NAME, anyway? Starbucks Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 22. What’s in a NAME, anyway? Google Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 23. What’s in a NAME, anyway? Virgin Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 24. Choose your POSITION Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 25. Choose your POSITION Be Different Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 26. Choose your POSITION Be Different Be Focused Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 27. Choose your POSITION Be Different Be Focused Be Authentic Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 28. Present Future What do they What would they Audience believe or value? believe or value? What do you What would you You currently claim? like to become? Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 29. http://www.youtube.com/watch?v=vmG9jzCHtSQ [Steve Jobs Video] Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 30. Personality Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 31. Personality Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 32. Personality Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 33. If your brand was a person, how would they behave? Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 34. http://www.youtube.com/watch? v=12lzdEBpW9U&feature=related http://www.youtube.com/watch? v=S_3Dj5GZJNc&feature=related [Richard Branson] Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 35. Till Death do us Part. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 36. The BRAND PROMISE Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 37. The BRAND PROMISE Set Expectations Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 38. The BRAND PROMISE Set Expectations Permanent Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 39. The BRAND PROMISE Set Expectations Permanent Internally & Externally Communicated Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 40. The BRAND PROMISE Organization + Attributes + Personality Description Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 41. The BRAND PROMISE For (target audience), (brand name) is the (frame of reference) that delivers (benefit/point of difference) because only (brand name) is (reason to believe). Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 42. TAGLINE, you’re it. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 43. TAGLINE, you’re it. Not Required Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 44. TAGLINE, you’re it. Not Required Can Change Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 45. TAGLINE, you’re it. Not Required Can Change Campaign Based Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 46. TAG, you’re it. Just when you thought it was safe to go back in the water... Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 47. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 48. TAG, you’re it. Takes a licking, and keeps on ticking. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 49. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 50. TAG, you’re it. Where’s the beef? Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 51. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 52. TAG, you’re it. The Ultimate Driving Machine Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 53. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 54. TAG, you’re it. No more late fees. The start of more. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 55. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 56. TAG, you’re it. Why fool around with anyone else? Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 57. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 58. TAG, you’re it. Ask Why. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 59. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 60. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 61. Color Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 62. Color Stimulates Senses Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 63. Color Stimulates Senses Aids Memory Recall Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 64. Color Stimulates Senses Aids Memory Recall Conveys Promise Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 65. SOFT WARM COOL HARD Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 66. SOFT WARM COOL HARD Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 67. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 73. Imagery Represents Brand Focuses Identity Campaign Based Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 74. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 75. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 76. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 77. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 78. http://www.youtube.com/watch?v=KR4dxPISegY [Virgin Airlines Safety Video] Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 79. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 80. Logo Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 81. Logo Instant Recognition Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 82. Logo Instant Recognition Purely Graphic ... or Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 83. Logo Instant Recognition Purely Graphic ... or Typographic Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 85. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 90. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 95. Brand Equity Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 96. Brand Equity Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 97. http://www.youtube.com/watch?v=ykjrD_8anyw [Sony Ericsson Ray] Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 98. THANKS FOR COMING Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11
  • 99. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama @davefletcher // TheMechanism.com Sunday, September 25, 11