A presentation I gave at the launch Memphis/Southern Growth workshop in Memphis on April 23, 2009

1. Hello Memphis.
April 23, 2009
Monday, April 27, 2009

2. A brief introduction to Zeus Jones.
Monday, April 27, 2009

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15. We build modern brands.
Monday, April 27, 2009

16. The top 10 marketing
and advertising books.
As voted by readers of Advertising Age.
March 2, 2009
© Zeus Jones 2009
Monday, April 27, 2009

17. Eight of them were written before Google
started selling ads.
Monday, April 27, 2009

18. © Zeus Jones 2009
Monday, April 27, 2009

19. The role of a brand is still the same but
almost everything else has changed.
Monday, April 27, 2009

20. A (classic) brand is simply a collection of perceptions
in the mind of the consumer.
Paul Feldwick - 1991
Monday, April 27, 2009

21. Brand building through imagery.
Monday, April 27, 2009

22. Brands built using communications.
From the Flickr of Pink Ponk
Monday, April 27, 2009

23. Branding solves communications problems.
From the Flickr of
From the Flickr of
Monday, April 27, 2009

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25. A (modern) brand is... simply the sum of the great
ideas used to build that brand.
John Grant - 2006
Monday, April 27, 2009

26. Brand building through actual experience.
From the Flickr of Justin Case
Monday, April 27, 2009

27. Brands built through interactions.
From the Flickr of jurek d
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28. Branding propelled by more interactions.
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29. Brand Innovation Manifesto - John Grant
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30. Modern branding isn’t taught in books it’s
being created in the market.
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35. 13.86 in
13.86 in
21.14 in
21.14 in
13.86 in
4 Fallon | Minneapolis
Client: United Publications: Issue: Ext:
WSJ
Job #: ual12243
File Name: ual12243v1_Continents_WSJ.indd
Description: C-11 (coming out of) — Continents
Rev. Date/Time: 01.19.06 3:17 PM
Artist: Jamie Caliri
Bleed: n/a
Production Artist: Stephanie Samalis
Trim:
Art Director: Bob Barrie
Live: 13.86 x 21.14
Writer: Stuart D’Rozario
Gutter allowance: none
Producer: Paul Morita
Media: FP 4C
Project Manager: Kelly Yaremchuk
Fonts: Helvetica Neue 45 and 55
Arial and Arial Black for marks and slug Art Buyer: Shawn Smith
Group Head: Stuart D’Rozario
Ink Colors: CMYK
Account Executive: Ryan Van Haaften
13.86 in
It’s time to fly.
21.14 in
3 Fallon | Minneapolis
Client: United Publications: Issue: Ext:
WSJ
Job #: ual12243
File Name: ual12243v1_Pencil_WSJ.indd
Description: C-11 (coming out of) — Pencil
Rev. Date/Time: 01.19.06 3:17 PM
Artist: Jamie Caliri
Bleed: n/a
Production Artist: Stephanie Samalis
Trim:
Art Director: Bob Barrie
Live: 13.86 x 21.14
Writer: Stuart D’Rozario
Gutter allowance: none
Producer: Paul Morita
Media: FP 4C
Project Manager: Kelly Yaremchuk
Fonts: Helvetica Neue 45 and 55
Arial and Arial Black for marks and slug Art Buyer: Shawn Smith
Group Head: Stuart D’Rozario
Ink Colors: CMYK
Account Executive: Ryan Van Haaften
21.14 in
1 Fallon | Minneapolis
Client: United Publications: Issue: Ext:
WSJ
Job #: ual12243
File Name: ual12243v1_Balloon_WSJ.indd
Description: C-11 (coming out of) — Balloon
Rev. Date/Time: 01.19.06 3:17 PM
Artist: Jamie Caliri
Bleed: n/a
Production Artist: Stephanie Samalis
Trim:
Art Director: Bob Barrie
Live: 13.86 x 21.14
Writer: Stuart D’Rozario
Gutter allowance: none
Producer: Paul Morita
Media: FP 4C
Project Manager: Kelly Yaremchuk
Fonts: Helvetica Neue 45 and 55
Arial and Arial Black for marks and slug Art Buyer: Shawn Smith
Group Head: Stuart D’Rozario
Ink Colors: CMYK
Account Executive: Ryan Van Haaften
5 Fallon | Minneapolis
Client: United Publications: Issue: Ext:
WSJ
Job #: ual12243
File Name: ual12243v1_SilverBirds_WSJ.indd
Description: C-11 (coming out of) — SilverBirds
Rev. Date/Time: 01.19.06 3:17 PM
Artist: Jamie Caliri
Bleed: n/a
Production Artist: Stephanie Samalis
Trim:
Art Director: Bob Barrie
Live: 13.86 x 21.14
Writer: Stuart D’Rozario
Gutter allowance: none
Producer: Paul Morita
Media: FP 4C
Project Manager: Kelly Yaremchuk
Fonts: Helvetica Neue 45 and 55
Arial and Arial Black for marks and slug Art Buyer: Shawn Smith
Group Head: Stuart D’Rozario
Ink Colors: CMYK
Account Executive: Ryan Van Haaften
Monday, April 27, 2009

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39. Brands are a tool for business success.
Monday, April 27, 2009

40. Classic branding prevents business success.
From the Flickr of hey mr glen
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41. Modern brands are built for a modern world.
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42. Modern brands aren’t built through
communications.
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43. Modern brands are defined by what they do.
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44. Regardless of industry, modern brands are
service businesses first and foremost.
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45. Modern brands invest in people, products
and experiences instead of media.
Via PSFK
Monday, April 27, 2009

46. Modern brands aren’t built around a
promise, they’re built around a belief.
Monday, April 27, 2009

47. Modern brand strength is built by sticking
to your beliefs not by opening your wallet.
From the Flickr of niznoz
Monday, April 27, 2009

48. Modern brands live in the hearts of your
employees not in the minds of your customers.
Monday, April 27, 2009

49. Modern brand strategy is an HR discipline.
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50. The differences between modern brands
and classic brands are profound.
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51. Classic brands Modern brands
Delivering a promise Guided by a purpose
Internal structure Internal culture
Singular consistent messages Multiple coherent ideas
Communicate an image Deliver an experience
Trust through authority Trust through transparency
Controlling Empowering
Marketing as a layer Marketing is built-in
Create a transactional relationship Create a community
Monday, April 27, 2009

52. Our industry needs to ask the profound
questions.
Monday, April 27, 2009

53. What business are we in?
What’s our role?
What do we actually produce?
How do we do it?
What kinds of people do we need?
Monday, April 27, 2009

54. The best thing about these questions is
there isn’t one right answer.
Monday, April 27, 2009

55. The worst thing about these questions is
that they aren’t being asked enough.
Monday, April 27, 2009

56. Thank you.
zeusjones.com/blog
twitter.com/adrianho
Monday, April 27, 2009