Modern Branding. September 23, 2008
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Modern Branding.
September 23, 2008
“A brand is simply a collection of perceptions in the mind of the consumer.”
Paul Feldwick - 1991
“A brand is... simply the sum of the great ideas used to build that brand.”
John Grant - 2006
Feldwick’s brands are built through imagery.
From the Flickr of Victor V
Grant’s brands are built through experience.
From the Flickr of Pink Ponk
Feldwick’s brands are products of communications.
From the Flickr of Pink Ponk
Designed to compensate for its problems.
Focused down to a single point
Surgically targeted
Carefully chosen
ingredients
Sharpened to cut through the
clutter
Disposable
Administered by experts
Carefully measured dose
From the Flickr of streetpreacher83
From the Flickr of jurek d
Grant’s brands are products of a conversation.
Made stronger by more conversation.
Multi-dimensional
Spread far and wide
A range of different ideas
Designed to appeal
Living
A collaboration with company and customer
Organically grown
From the Flickr of SplogdusMaximus
Brand Innovation Manifesto - John Grant
From the Flickr of *Gabisa Montonia
From the Flickr of Louis Beche
Branding used to be about keeping things tidy.
From the Flickr of mark knol
Branding is now about managing complexity.
Can you create a different product with the same processes?
Can you create a different product with the same disciplines?
Can you create a different product with the same people?
From the Flickr of benrybobenry
Experience can be more of a hindrance than a help.
From the Flickr of SplogdusMaximus
From the Flickr of moriza
Are our customers better at branding than us?
Let’s talk.
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