3. A brand is not JUST
• a Logo
• a Product or Service
• an Advertisement
• a Spokesperson
• a Tagline
4. A modern brand
• Offers a unique benefit
• Is an extension of your culture
• Creates an emotional connection
• Engages audiences
• Makes (and keeps) a promise
11. PATAGONIA challenges Nike’s
dominance in the market by authentically
embracing its unique ‘brand’ and
leveraging it against Nike’s ‘Brand.’
NIKE vs Patagonia
12. OREO’s ‘Brand’ is strong and
consistent… and backed by a team
empowered to own the ‘brand’
experience (even when it happens in the
middle of the big game.)
OREO
13. RADIO SHACK is proof that a ‘Brand’ can
and should evolve/adapt by understanding
and embracing its authentic ‘brand.’
Radio Shack
14. “Modern brands reflect real experiences,
rather than promising unrealistic ones.”
“Your brand begins with your culture—
the experience you create for your team.”
Lead with Culture
15. • Define Purpose and Values
• Seek Cultural Alignment
• Listen to Your Audience(s)
• Empower and Engage Your Team
• Build ‘B’ with Insights from ‘b’
• Measure and Adapt your Brand
Align Your B(b)rand