FI Montreal Spring2014 July 15 Branding & Marketing JEFFREY

BRANDING  MARKETING

1 Founder Institute - Branding & Marketing - July 15th 2014 - July 16, 2014

ADVERTISING VENTURE ACQUISITION OPERATIONSVC

WHO  AM  I

2Ian  Jeffrey  |  VP  Product  Marketing  |  PasswordBox

2 Founder Institute - Branding & Marketing - July 15th 2014 - July 16, 2014

3Ian  Jeffrey  |  VP  Product  Marketing  |  PasswordBox

OBJECTIVES  FOR  TODAY

Provide  a  quick  look    

at  Branding  &  Marketing  

to  spark  reflections  

and  ideas.      

3 Founder Institute - Branding & Marketing - July 15th 2014 - July 16, 2014

4Ian  Jeffrey  |  VP  Product  Marketing  |  PasswordBox

4 Founder Institute - Branding & Marketing - July 15th 2014 - July 16, 2014

5Ian  Jeffrey  |  VP  Product  Marketing  |  PasswordBox

BRANDING

5Ian  Jeffrey  |  VP  Product  Marketing  |  PasswordBox

5 Founder Institute - Branding & Marketing - July 15th 2014 - July 16, 2014

WHAT  IS  BRANDINGNaming  |  Posi@oning  |  Personality

6Ian  Jeffrey  |  VP  Product  Marketing  |  PasswordBox

6 Founder Institute - Branding & Marketing - July 15th 2014 - July 16, 2014

7Ian  Jeffrey  |  VP  Product  Marketing  |  PasswordBox

NAMING

7 Founder Institute - Branding & Marketing - July 15th 2014 - July 16, 2014

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BRAND  NAME

Ian  Jeffrey  |  VP  Product  Marketing  |  PasswordBox

8 Founder Institute - Branding & Marketing - July 15th 2014 - July 16, 2014

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BRAND  NAME

Ian  Jeffrey  |  VP  Product  Marketing  |  PasswordBox

9 Founder Institute - Branding & Marketing - July 15th 2014 - July 16, 2014

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BRAND  NAME

Ian  Jeffrey  |  VP  Product  Marketing  |  PasswordBox

10 Founder Institute - Branding & Marketing - July 15th 2014 - July 16, 2014

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BRAND  NAME

Ian  Jeffrey  |  VP  Product  Marketing  |  PasswordBox

11 Founder Institute - Branding & Marketing - July 15th 2014 - July 16, 2014

12Ian  Jeffrey  |  VP  Product  Marketing  |  PasswordBox

BRAND  NAME

12 Founder Institute - Branding & Marketing - July 15th 2014 - July 16, 2014

13Ian  Jeffrey  |  VP  Product  Marketing  |  PasswordBox

BRAND  NAME

13 Founder Institute - Branding & Marketing - July 15th 2014 - July 16, 2014

14Ian  Jeffrey  |  VP  Product  Marketing  |  PasswordBox

BRAND  NAME

14 Founder Institute - Branding & Marketing - July 15th 2014 - July 16, 2014

15Ian  Jeffrey  |  VP  Product  Marketing  |  PasswordBox

BRAND  POSITIONING

15Ian  Jeffrey  |  VP  Product  Marketing  |  PasswordBox

PosiMoning  is  defined  as  the  way  by  which  the  marketers  aTempt  to  create  a  disMnct  

impression  in  the  customer's  mind.

15 Founder Institute - Branding & Marketing - July 15th 2014 - July 16, 2014

16Ian  Jeffrey  |  VP  Product  Marketing  |  PasswordBox

BRAND  POSITIONING

16 Founder Institute - Branding & Marketing - July 15th 2014 - July 16, 2014

17Ian  Jeffrey  |  VP  Product  Marketing  |  PasswordBox

BRAND  POSITIONING

17 Founder Institute - Branding & Marketing - July 15th 2014 - July 16, 2014

18Ian  Jeffrey  |  VP  Product  Marketing  |  PasswordBox

BRAND  POSITIONINGPositioning Component

Description

For whom: (Target audience) With what problem: (Audience need)

Consumers sharing pictures on social media services …who want to extend the sharing beyond these online tools.

Who you are: (Brand name) Obento

Is a / What you do: (Product description) …is a photo printing service focused on mobile and social media

That / How offer serves audience: (Benefit / value proposition) …that lets you create innovative and conversational print products that are as easy

to give and share as the photos were to capture.

Unlike competitors: (Competitive weakness) Obento products are unique, high-quality, and design-driven, and they�re created

and shared in an intuitive and frictionless experience, either from your phone on on the web.

How your relevant & different: (Primary differentiation) Obento products focus on sharing a moment—not just a photo—even as it happens.

18 Founder Institute - Branding & Marketing - July 15th 2014 - July 16, 2014

19Ian  Jeffrey  |  VP  Product  Marketing  |  PasswordBox 19Ian  Jeffrey  |  VP  Product  Marketing  |  PasswordBox

BRAND  PERSONALITY

19 Founder Institute - Branding & Marketing - July 15th 2014 - July 16, 2014

20Ian  Jeffrey  |  VP  Product  Marketing  |  PasswordBox

PERSONALITY

20Ian  Jeffrey  |  VP  Product  Marketing  |  PasswordBox

20 Founder Institute - Branding & Marketing - July 15th 2014 - July 16, 2014

Brands  are  no  longer  what  they  say  they  are,  

they  are  what  they  do.

21 Founder Institute - Branding & Marketing - July 15th 2014 - July 16, 2014

2222Ian  Jeffrey  |  VP  Product  Marketing  |  PasswordBox

Don’t  brand…    Bond.

MARKETING  TODAY

22 Founder Institute - Branding & Marketing - July 15th 2014 - July 16, 2014

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>  OLD  MODEL

marketingtarget

audience

research

MARKETING  MANIFESTO

Ian  Jeffrey  |  VP  Product  Marketing  |  PasswordBox

brand

23 Founder Institute - Branding & Marketing - July 15th 2014 - July 16, 2014

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target audience

>  NEW  MODEL

amplify

measure & monitor

engageengage

Ian  Jeffrey  |  VP  Product  Marketing  |  PasswordBox

brand

MARKETING  MANIFESTO

24 Founder Institute - Branding & Marketing - July 15th 2014 - July 16, 2014

1 2 3MARKETING  MANIFESTO

How  can  we  encourage  users  to  spread  our  message?

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VIRAL  PRODUCTS  DRIVE  VALUE

THEY  MAKE  THE  PERSON  INVITING  LOOK  SMART

Friends  who  join  increase  the  value

Friends  who  join  get  value  

as  well

They  give  real  value  to  its  

users

Ian  Jeffrey  |  VP  Product  Marketing  |  PasswordBox

25 Founder Institute - Branding & Marketing - July 15th 2014 - July 16, 2014

Tell  me,  and  I  will  forget.                

Show  me,  and  I  may  remember.    

Involve  me,  and  I  will  understand.

26 Founder Institute - Branding & Marketing - July 15th 2014 - July 16, 2014

Ian Jeffrey

[email protected]

@ianmtl

ca.linkedin.com/in/ianjeffrey

27 Founder Institute - Branding & Marketing - July 15th 2014 - July 16, 2014