BRANDING The truth BRAND = MEANING EXISTENTIAL HUMAN NEED Because - PowerPoint PPT Presentation

BRANDING The truth

BRAND = MEANING EXISTENTIAL HUMAN NEED Because of our human need for pattern and stories and meaning COMMERCE BRAND CULTURE

BRAND 03

BRAND DCI John Luther DI Tom Mathias DI Jimmy Perez DCI John Barnaby Kurt Wallander 03 Seven different British TV detectives. From different authors. From different TV production companies. With different stories. In different settings. DI Stephen Grover DS Steve Arnott

BRAND They all drive the same brand of car. Volvo. BRAND = MEANING

BRAND FUNCTIONAL BRANDS HAVE A SMALL SET OF MEANINGS

BRAND HIUT DENIM “Give 400 people their jobs back” The HIUT story https://vimeo.com/262416913

BRAND WHAT IS BRAND? The complex totality of everything that people: THINK FEEL HEAR SAY IMAGINE FEAR HOPE About a product or company

BRAND BRAND AS MEANING

BRAND STRENGTH STRONG AVOID BEST NEGATIVE POSITIVE RECOVER START HERE FROM HERE WEAK

BRAND HOW ARE 
 BRANDS MADE? By stories – which create meaning We tell stories to make sense of the world and our lives BUT… strategic brand marketing is needed too!

BRAND Brand stories must be as existential as the human need itself Great brands therefore, must be… AUTHENTIC COMPELLING DISTINCTIVE EXCELLENT and from now… CONTRIBUTIVE

BRAND CREATING A NEW BRAND STORY Blackshore is a great idea, 
 but…

BRAND DIDN’T COME TO LIFE UNTIL… We committed to a place, 
 to a community, to a mission beyond…

BRAND BRAND ISN’T ABOUT WHAT YOU SAY It’s about what you DO 
 what you ARE what you CONTRIBUTE

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