Presentation I used at SBP Inspiration Day 11/06/09

1. Brandculture

5. A brand is a person's gut feeling
about a product, service, or company.
– Marty Neumeier
The Brand Gap

7. 1600

8. We don’t like to be talked at
&
we don’t trust commercials

9. Brands I trust….

10. You own the product
They own the brand

11. Perceived Value
Relevant
Differentiated
Competitive Needs &
position Dreams
Undifferentiated Irrelevant
Markedsprisen Price Premium

12. If you have to tell someone you
are special you are probably not…

14. Create something
remarkable:
a product, an
experience and a
story that people
remember
Seth Godin

15. A brand is a promise
Your brand
Brand Marketplace
ambassador Customers

16. “We live in a world where the little things really do
matter.
Each encounter no matter how brief is a
micro interaction
which makes a deposit or withdrawal from our
rational and emotional subconscious.
The sum of these interactions and encounters
adds up to how we feel about a particular product,
brand or service.
Little things. Feelings. They influence
our everyday behaviors more than we
realize.”
Dave Armano, Logic + Emotion

17. Interactions + feelings = brand
Dave Armano, Logic + Emotion

18. How does one build an
authentic and relevant
brand that is aligned and value
creating in all touchpoints with
it’s customers and offers me an
experience I want to tell
others about...

19. It’s not easy

20. Some cases, that I think does a
great job

22. Not all superheroes
wear capes
”

23. If you feel like having a panic attack?
Get out! You are too old!

25. Culture eats
strategy
For breakfast

26. The Brand building process
Deliver Brand Promise
in all touch points
Develop People
Design touch points
Define Brand Strategy
Discover DNA

27. Simply put, the strongest brands
are who they say they are.
They are built with their customer,
and they are built by leaders who
focus on converting transactions
into lasting relationships.
- Derrick Daye, Branding Strategy Insider