The value creation of branding in innovative companies
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The value creation of brandingin innovative companies
Too many good products killedby poor or no-branding…
What is a BRAND…
It is a coherent, specific and sustainable perception
This is the promise of an experienceOf emotions, feelings, hopes...
It is a co-creationEveryone can be involved in its constructionEveryone can own it
A brand is a relationship
Where do you create value in an innovativecompany
Your patent: will loose value over time
Your brand: will gain value over time…
Why is branding so difficult for startups?
No money
No clearproduct–market fit
A world of uncertainty…
How to create a brand in uncertainty:Lean Branding inspired by Lean Startup
MESUREYour brand traction,
resonance and identity
LEARNTo reposition and
redesign your brand
BUILDYour MVB
MinimumViable Brand
1. Build your Minimum Viable Brand
1. Your assumptions
2. Your artefactsLogotype & graphic designStorytellingSound, olfactory, tactile, kinesthetic environment
3. Your invitations
2. Mesure how do customers react
Your brand traction
Resonance
Identity
3. Learn and adapt your brand
Rechannel
Reposition
Redesign
Get your brand ROI!
Let’s play…
The Happy Brand-FamillyGame Card
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