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

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DI Tom Mathias DI Jimmy Perez Kurt Wallander DCI John Barnaby DS Steve Arnott DI Stephen Grover

Seven different British TV detectives. From different authors. From different TV production companies. With different stories. In different settings.

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: About a product or company

THINK FEEL HEAR SAY IMAGINE FEAR HOPE BRAND

BRAND AS MEANING

BRAND

BRAND STRENGTH

STRONG WEAK POSITIVE NEGATIVE

AVOID BEST START HERE RECOVER FROM HERE

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 Brand stories must be as existential as the human need itself

Great brands therefore, must be…

AUTHENTIC COMPELLING DISTINCTIVE EXCELLENT CONTRIBUTIVE

and from now…

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 BRAND

THANK YOU

SimonAdvises.com blackshore.cc