The world changed. We now live in a hyper-connected world where traditional marketing and traditional branding strategies are not as effective as they used to be. We have to move to a new era where we build brands that actually start making a difference to people, communities and societies.

1. YOUR BRAND
SUCKS!
Why most brands are doing it wrong.
Image by Gobble Monster on Flickr.com

2. Let's start by dispelling some myths

3. MYTH 1:
A BRAND IS NOT A NAME

5. MYTH 2:
A BRAND IS NOT A LOGO

7. MYTH 3:
A BRAND IS NOT AN IDENTITY

9. MYTH 4:
A BRAND IS NOT A PRODUCT

11. SO WTF
IS A
BRAND?

13. `
A BRAND IS A PERSON'S
GUT FEELING ABOUT
YOUR PRODUCT, SERVICE
OR ORGANISATION
Image by china.sixty4 on Flickr.com

14. A brand is a gut feeling because human
beings are emotional, not god damn
robots.
And our feelings are driven by the
moments of engagement, or touchpoints,
between us and brands to create an
experience.
Therefore, brands are defined by every
one of us, individuals, not by
corporations or abstract concepts like
“the market”

15. OR
TO PUT IT
DIFFERENTLY...

16. IT'S NOT
WHAT YOUR
BRAND
SAYS

18. IT'S WHAT
THEY
THINK AND
SAY ABOUT
YOUR
BRAND

19. MYTH 5:
TO HAVE A SUCCESSFUL BRAND YOU NEED TO
DIFFERENTIATE YOUR PRODUCTS

20. The source of advantage that marketing used
to bring to the table was differentiation.
We know most products out there are basically the same,
but we have to differentiate this stuff somehow, right?
Image by Gobble Monster on Flickr.com

21. So we have to create stuff like logos &
slogans. And we make slightly different
promises
I'm lovin' it'!- McDonald's
Have it your way- Burguer King
So good- KFC
Quality is our recipe- Wendy's

22. PROBLEM...

23. This is superficial. Differentiation is a concept
built for an industrial age and it doesn't work
as it used to.
Image from the movie Legally Blonde

24. “Many consumers have decided to spend their money buying things
that aren't factory-produced commodities. And they've decided not to
spend their time embracing off-the-shelf ideas. Consumers have
decided, instead, to spend time and money on fashion, on stories, on
things that matter, and on things they believe in.”
- Seth Godin

25. HERE'S A TRUTH THAT HURTS:
THE MAJORITY OF PEOPLE DON'T CARE ABOUT YOUR BRAND!
In fact, the majority of people wouldn't care if 80% of brands
would disappear tomorrow.

26. Despite the billions that many brands throw from
helicopters into trying to make consumers care about them,
they don't care about your brand anyway.
Image by Anakronik on Flickr.com

27. And shouting bullsh*t into the ears of people
won't work...
Image: http://www.conversationmarketing.com/2008/04/whats_marketing_peek_into_a_ma.htm

28. WHY ?

29. “Consumers don't care about you at all. They just don't care.
Part of the reason is they got way more choices than they
used to and way less time.”.
-Seth Godin

30. “And in a World where we have too many choices and too little
time the obvious thing to do is just ignore stuff”.”
-Seth Godin

31. UNLESS...

32. “In a hyper-connected world what we have to do is to move
from differentiation to actually making a difference to
people, communities and societies. Mattering in human
terms.”
- Umair Haque

33. Brands now, more than ever, have the opportunity and the
challenge of amplifying and enhancing human potential.
Brands need to offer value. They need to engage people and
actually solve their problems and improve their lives.
Differentiating products is not enough.The traditional
branding strategies aren't enough.

34. BRANDS THAT GET IT:
NIKE +
e World's largest running
community. It lets you track your
runs, set goals and even nd running
partners. It's a website. It's an iPhone
app. It's a community. It's not just a
way for Nike to differentiate a
product. It's a way of enhancing your
human potential, because if you use
it, it can actually make you a better
runner.

35. BRANDS THAT GET IT:
KICKSTARTER
e World's largest crowdfunding
platform for creative projects. If
you ever had a great idea in mind,
but never had enough money to
make it happen kickstarter allows
you to solve that problem.

36. BRANDS THAT GET IT:
BUYOSPHERE
People helping people shop. Connecting people who know
something about stuff, where to nd great deals or interesting pieces
with people who need to nd something that is right for them, but
don't know where to start.

37. BRANDS THAT GET IT:
ZERPLY
A professional network built around people who love what they
do. Zerply makes professional networking more social (Watch
out LinkedIn!)

38. SO
HERE'S
WHAT
YOU
NEED
TO DO:

39. 1. Create products/services that actually
improve our lives.
2. Create Marketing that invites consumer
participation.
3. ”The marketing itself improves my life,
so I will both notice your brand, and will
buy the stuff you sell.”
4.Offer Value Added benefits.
5.Focus on meaning, not on the medium.
6.No more bullsh*t messages.

40. “If direct marketing was about approaching strangers
individually, and permission marketing was about
turning strangers into friends and friends into
customers, marketing with meaning is about
improving customers’ lives through the marketing
itself.”
– Bob Gilbreath

41. MIGUEL FERREIRA
Marketer/Idea Starter Miguel Ferreira
Marketer/Idea Starter/Storyteller
Get in touch:
miguelferreira@about.me
twitter: @_miguelferreira
zerply.com/miguel-ferreira