The Mechanism's Dave Fletcher discusses the "8 Elements of Successful Branding" with examples and video from globally renowned brands. Originally presented at the North Alabama Chapter of the Public Relations Council of Alabama as part of a branding workshop on September 21, 2011.

1. HELLO
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

2. twitter.com/davefletcher
Sunday, September 25, 11

3. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

4. #tbm
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

5. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

6. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

7. Deconstructing Brands
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

8. Deconstructing Brands
A Branding Workshop
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

9. ELEMENTS OF GREAT BRANDING
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

10. ELEMENTS OF GREAT BRANDING
NAME - company name, identifier
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

11. ELEMENTS OF GREAT BRANDING
NAME - company name, identifier
POSITION - how you stack up against your foes
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

12. ELEMENTS OF GREAT BRANDING
NAME - company name, identifier
POSITION - how you stack up against your foes
PERSONALITY - how you communicate with others
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

13. ELEMENTS OF GREAT BRANDING
NAME - company name, identifier
POSITION - how you stack up against your foes
PERSONALITY - how you communicate with others
PROMISE - what you stand for
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

14. ELEMENTS OF GREAT BRANDING
NAME - company name, identifier
POSITION - how you stack up against your foes
PERSONALITY - how you communicate with others
PROMISE - what you stand for
TAGLINE - your current marketing message
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

15. ELEMENTS OF GREAT BRANDING
NAME - company name, identifier
POSITION - how you stack up against your foes
PERSONALITY - how you communicate with others
PROMISE - what you stand for
TAGLINE - your current marketing message
COLOR - colors represent your position/personality
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

16. ELEMENTS OF GREAT BRANDING
NAME - company name, identifier
POSITION - how you stack up against your foes
PERSONALITY - how you communicate with others
PROMISE - what you stand for
TAGLINE - your current marketing message
COLOR - colors represent your position/personality
IMAGERY - visuals that fit your position/personality
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

17. ELEMENTS OF GREAT BRANDING
NAME - company name, identifier
POSITION - how you stack up against your foes
PERSONALITY - how you communicate with others
PROMISE - what you stand for
TAGLINE - your current marketing message
COLOR - colors represent your position/personality
IMAGERY - visuals that fit your position/personality
LOGO - simplify above into a singular object of desire
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

18. What’s in a NAME, anyway?
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

19. What’s in a NAME, anyway?
Apple
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

20. What’s in a NAME, anyway?
Pepsi
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

21. What’s in a NAME, anyway?
Starbucks
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

22. What’s in a NAME, anyway?
Google
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

23. What’s in a NAME, anyway?
Virgin
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

24. Choose your POSITION
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

25. Choose your POSITION
Be Different
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

26. Choose your POSITION
Be Different
Be Focused
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

27. Choose your POSITION
Be Different
Be Focused
Be Authentic
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

28. Present Future
What do they What would they
Audience
believe or value? believe or value?
What do you What would you
You
currently claim? like to become?
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

29. http://www.youtube.com/watch?v=vmG9jzCHtSQ
[Steve Jobs Video]
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

30. Personality
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

31. Personality
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

32. Personality
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

33. If your brand was a person,
how would they behave?
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

34. http://www.youtube.com/watch?
v=12lzdEBpW9U&feature=related
http://www.youtube.com/watch?
v=S_3Dj5GZJNc&feature=related
[Richard Branson]
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

35. Till Death do us Part.
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

36. The BRAND PROMISE
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

37. The BRAND PROMISE
Set Expectations
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

38. The BRAND PROMISE
Set Expectations
Permanent
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

39. The BRAND PROMISE
Set Expectations
Permanent
Internally & Externally
Communicated
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

40. The BRAND PROMISE
Organization
+ Attributes + Personality
Description
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

41. The BRAND PROMISE
For (target audience), (brand name) is
the (frame of reference) that delivers
(benefit/point of difference) because only
(brand name) is (reason to believe).
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

42. TAGLINE, you’re it.
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

43. TAGLINE, you’re it.
Not Required
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

44. TAGLINE, you’re it.
Not Required
Can Change
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

45. TAGLINE, you’re it.
Not Required
Can Change
Campaign Based
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

46. TAG, you’re it.
Just when you
thought it was safe to
go back in the water...
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

47. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

48. TAG, you’re it.
Takes a licking, and
keeps on ticking.
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

49. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

50. TAG, you’re it.
Where’s the beef?
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

51. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

52. TAG, you’re it.
The Ultimate Driving
Machine
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

53. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

54. TAG, you’re it.
No more late fees.
The start of more.
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

55. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

56. TAG, you’re it.
Why fool around with
anyone else?
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

57. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

58. TAG, you’re it.
Ask Why.
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

59. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

60. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

61. Color
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

62. Color
Stimulates Senses
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

63. Color
Stimulates Senses
Aids Memory Recall
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

64. Color
Stimulates Senses
Aids Memory Recall
Conveys Promise
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

65. SOFT
WARM COOL
HARD
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

66. SOFT
WARM COOL
HARD
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

67. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

68. Sunday, September 25, 11

69. Sunday, September 25, 11

70. Sunday, September 25, 11

71. Sunday, September 25, 11

72. Sunday, September 25, 11

73. Imagery
Represents Brand
Focuses Identity
Campaign Based
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

74. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

75. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

76. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

77. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

78. http://www.youtube.com/watch?v=KR4dxPISegY
[Virgin Airlines Safety Video]
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

79. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

80. Logo
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

81. Logo
Instant Recognition
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

82. Logo
Instant Recognition
Purely Graphic ... or
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

83. Logo
Instant Recognition
Purely Graphic ... or
Typographic
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

84. Sunday, September 25, 11

85. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

86. Sunday, September 25, 11

87. Sunday, September 25, 11

88. Sunday, September 25, 11

89. Sunday, September 25, 11

90. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

91. Sunday, September 25, 11

92. Sunday, September 25, 11

93. Sunday, September 25, 11

94. Sunday, September 25, 11

95. Brand Equity
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

96. Brand Equity
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

97. http://www.youtube.com/watch?v=ykjrD_8anyw
[Sony Ericsson Ray]
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

98. THANKS FOR
COMING
Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11

99. Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama
@davefletcher // TheMechanism.com
Sunday, September 25, 11