Branding: Companies, Products, and Consumers (Courtney Greenwood) ProductCamp Boston 2014

BRANDING Companies, Products & Consumers Vision, Define, and Create a brand that has legs and will hit the ground running.

BRAND OF MECourtney Greenwood, MBA

E-mail – [email protected] @cgreenwood

Find me on LinkedIn

Tag this session and/or ProductCamp Boston on Social media! #PCampBoston

QUOTE

“You have to think of your brand as a king of myth. A myth is a compelling story that is archetypal, if you know the teachings of Carl Jung. It has to have emotional content and all the themes of a great story: mystery, magic, adventure, intrigue, conflicts, contradiction, paradox.”

Deepak Chopra

HBO’S SILICON VALLEYThis unfortunately didn’t play during the session, but I parapharsaed the scene. Link to scene: https://www.youtube.com/watch?v=3T6X-8oSPUE

Or Google : Silicon Valley hbo Season 1 episode 2 Clip #1

CONSUMERS

• How will your brand touch them?

• Cult following?• Buy product based solely on brand

• Apple • Starbucks

• Conscious Capitalism • What else do you stand for?

BRANDSWho am I? or better yet…Who do I want to be?

QUOTE

“The keys to brand success are self-definition, transparency, authenticity and accountability.”

Simon Mainwaring

CONCEPTS ABOUT BRANDS

• Brand recognition helps to sell products and ideas.

• Brands need to make a statement.

• Brands are built from: • Expectations• R&R (Reputations & Recognition)• Perceptions

• Brands evoke an emotional response - how do you want the consumer to feel?

• Brands shouldn’t be able to be duplicated

PRODUCTS

CONCEPTS ABOUT PRODUCTS

• Products are the commodity

• Products fill a void and meet a need

• Products can be imitated

• Products could overtake the brand (more later)

VISION

WHO IS THE BRAND?

• What are you selling? A commodity? An Idea? • Is your product your brand? • When founders and CEOs become the brand • Apple – Steve Jobs • Virgin – Richard Branson (more than 400 companies!)

BRANDS & PRODUCTS COME TO LIFE

• Brands and products take on a life of their own • Part of the “Human Experience”, society makes them so • Local and Mom & Pop Businesses – brands passed down!

• Both can become verbs and part of our daily lingo:• “Google that.” • “I am Spotifiy-ing”• “Facebook me” • “I ‘liked’ it”

PRODUCT VS. BRAND

• Traditional concept: • A Brand puts out a Product

• Lust vs. Love: • Products are quick to fall for, people lust for these items. • Brands take time to build, to form that trust which blossoms into love. • But sometimes lust can build into love.

CAN PRODUCTS OVERTAKE THE DELIVERY BRAND?

• Popular products can become brands.

• How would you handle this? • Re-name the company? • Re-brand the company?

• Is this really a danger?

DEFINE

DEFINE YOUR GOAL

• Are you launching a product with an overarching parent brand?

• Are you a start-up breaking into a market, looking to build a brand presence?

• Do you know your product but not your brand identity?

CREATE

LOGO

• What color palette? • Color meaning• Color evocation

• Look & Feel • Modern vs traditional • Trendy• Business field oriented

• Logo generators, example squarespace

• Your Logo is a memory to the consumer, they will relate that to a feeling or experience. What do you want to stamp in their mind?

NAMING EXERCISES

• So you have a new product….. • It’s your baby! • Blood, sweat, tears went into it’s creation! • …….What do you name it?

• Different naming groups to brainstorm from: • Greek/Latin • Non-words i.e. Spotify• Words that can be redefined i.e. Clutch, Sharp, Delta• Places• Compound Names

• Tagline? i.e. "Just Do It” “Think Different”

STORY TIMEExperiences? Thoughts? Questions?

BRAND OF MECourtney Greenwood, MBA

E-mail – [email protected] @cgreenwood

Find me on LinkedIn

Want to continue the conversation? Contact me to chat or for advice!

“A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.”

Jeff Bezos