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MODERN
    BRAND BUILDING
    Stop Campaigning. Start Committing.




©2008 Paul Isakson
Paul Isakson
    Head of Strategy
    space150




©2008 Paul Isakson
DISCUSSION OUTLINE
          Brands & Branding Today
          Evolution of Brand Building
          Campaigning vs. Committing
          Thoughts for Moving Forward


©2008 Paul Isakson
BRANDS & BRANDING
   HAVEN’T REALLY
   CHANGED TOO MUCH.


©2008 Paul Isakson
BRAND =
COLLECTIVELY, WHAT
PEOPLE SAY, FEEL & THINK
ABOUT YOUR PRODUCT,
SERVICE OR COMPANY.


©2008 Paul Isakson
A STRONG BRAND =
A COLLECTION OF COHERENT
IDEAS AND EXPERIENCES
WITH A PRODUCT OR SERVICE
OVER TIME.



©2008 Paul Isakson
A GREAT
            BRAND IS A
            GREAT
            STORY.
©2008 Paul Isakson
IF WHAT MAKES A
   GREAT BRAND HASN’T
   CHANGED ALL THAT
   MUCH, WHAT HAS?

©2008 Paul Isakson
Evolution of Brand Building
             OLD                                                                                  NEW
             Messages                                                                             Conversations
             Static                                                                               Dynamic
             Saying                                                                               Doing
             Look & Feel                                                                          Experience
             Posing                                                                               Authenticity
             Simplicity                                                                           Complexity
             Touch points                                                                         Engagements
             Audience                                                                             Community


          About                                                                             About
          Transactions                                                                      Relationships


©2008 Paul Isakson      Influenced by the thinking of John Grant, as shown in The Brand Innovation Manifesto
STOP
                CAMPAIGNING.
                START
                COMMITTING.
©2008 Paul Isakson
CAMPAIGNING


©2008 Paul Isakson
CAMPAIGNING =
CHANGING YOUR CORE
BRAND MESSAGE TO FIT
WHAT YOU THINK PEOPLE
NEED OR WANT TO HEAR
TODAY SO THAT THEY BUY
YOUR PRODUCT OR SERVICE.


©2008 Paul Isakson
CAMPAIGNING =
       MARKETING FOR
       SHORT TERM
       GAINS
©2008 Paul Isakson
POLITICIANS
                      CAMPAIGN


©2008 Paul Isakson
©2008 Paul Isakson
CAMPAIGNING
       LEADS TO A
       CONSTANTLY
       CHANGING
       STORY.
©2008 Paul Isakson
PEOPLE
       AREN’T SURE
       WHAT TO THINK
       OF YOU.
©2008 Paul Isakson
YOU DON’T
         REALLY HAVE
         A BRAND.

©2008 Paul Isakson
YOU HAVE A PRODUCT
OR SERVICE WITH
SOME POTENTIALLY
INTERESTING
MARKETING.

©2008 Paul Isakson
NO LOYALTY




©2008 Paul Isakson
STOP
               CAMPAIGNING

©2008 Paul Isakson
COMMITTING


©2008 Paul Isakson
COMMITTING =
BUILDING YOUR
BRAND ON CORE
PRINCIPLES THAT
NEVER CHANGE.

©2008 Paul Isakson
COMMITTING =
           MARKETING FOR
           LONG TERM
           GROWTH

©2008 Paul Isakson
COCA-COLA MAKES YOU HAPPY

                                                     HAPPINESS
                                                      FACTORY
                                                                                  HILLTOP
                                                                                (TEACH THE
                     ROCKWELL                                                  WORLD TO SING)
                                       POLAR
                                       BEARS                    GRAND
                                                                THEFT
                                                                 AUTO                    HAVE A
                        BOTTLE                                                           COKE
                         (SHAPE)                                                         AND A
                                             HOLIDAYS                                    SMILE

                         MEAN JOE                                 REFRESHMENT
                          GREENE
                                                SECRET
                                               FORMULA



©2008 Paul Isakson        Brand Molecule: The Brand Innovation Manifesto by John Grant
NIKE HELPS YOU BE VICTORIOUS

                                       RONALDINHO
                                         VIDEO                        NIKE
                                                                  PLAYGROUND
                                                                                                  RUNNING
                                                                                                   CLUBS
                            LEBRON
                                                    NIKE
                                                   TOWN                    TIGER
                                                                           WOODS                     DON IMUS
                                                                                                    THANK YOU
                     REVOLUTION
                       TV SPOT       BO                                                               LETTER
                                   KNOWS
                                                             NIKE+                   THE
                                                                                  HUMAN RACE
                      JUST DO IT
                                       AIR
                                     JORDAN
                                                               THE
                                                             SWOOSH


©2008 Paul Isakson                 Brand Molecule: The Brand Innovation Manifesto by John Grant
COMMITTING =
CREATING AN EVOLVING
COLLECTION OF COHERENT
BRAND IDEAS AND
EXPERIENCES OVER TIME


©2008 Paul Isakson
COMMITMENTS CREATE
©2008 Paul Isakson    BRAND LOYALISTS
START
            COMMITTING

©2008 Paul Isakson
HOW DO WE
                START?

©2008 Paul Isakson
A FEW
                     THOUGHTS

©2008 Paul Isakson
IF YOU DON’T
   DEFINE YOUR
   BRAND, SOMEONE
   ELSE WILL.



©2008 Paul Isakson
DEFINE WHO YOU
                ARE & WHAT YOU
                STAND FOR.

                COMMIT TO IT.

©2008 Paul Isakson
WHAT GOES INTO THE CLOUD,
     STAYS IN THE CLOUD.




©2008 Paul Isakson
THE PRODUCT REALLY
 IS THE MARKETING.
    MAKE BETTER
  PRODUCTS FIRST.


©2008 Paul Isakson
START LOOKING AT YOUR
    MARKETING AS A
    PROGRESSIVE STORY
    INSTEAD OF AS
    QUARTERLY CAMPAIGNS.


©2008 Paul Isakson
STOP PUTTING THE
EXACT SAME STORY
EVERYWHERE.
PEOPLE LIKE STORIES
WITH DEPTH AND
COMPLEXITY.
©2008 Paul Isakson
FORGET ABOUT
                CONTROLLING
                THE MESSAGE.


©2008 Paul Isakson
FANS ARE GOING
     TO CREATE
     CONTENT FOR
     YOUR BRAND.

©2008 Paul Isakson
PLAN FOR CONTENT YOU DON’T CREATE

                                    RONALDINHO
                                      VIDEO            NIKE
                                                   PLAYGROUND
                                                                RUNNING
                                                                 CLUBS
                                            NIKE
                                           TOWN
                                                                   DON IMUS
                                                                  THANK YOU
                     REVOLUTION
                       TV SPOT       BO                             LETTER
                                   KNOWS
                                              NIKE+          THE
                                                          HUMAN RACE
                      JUST DO IT
                                      AIR
                                    JORDAN
                                                THE
                                              SWOOSH


©2008 Paul Isakson
THE WAY AND SPEED
   WITH WHICH PEOPLE
   DISCOVER, PROCESS
   AND SHARE
   INFORMATION HAS
   CHANGED
   DRAMATICALLY.
©2008 Paul Isakson
CREATE ROOM
                FOR AGILITY,
                FLEXIBILITY &
                ITERATION.

©2008 Paul Isakson
MAKE A COMMITMENT
    TO CREATING
    BETTER BRANDS.


©2008 Paul Isakson
THANK YOU



©2008 Paul Isakson
To keep the conversation going …
Paul Isakson
Head of Strategy
space150

Email / paul.isakson@gmail.com
Twitter / @paulisakson
Blog / paulisakson.com/
CREDITS & SOURCES

       Don't believe the Devil,             iPhone
       don't beLIEve his book               e-Learning content authoring
       Celeste                              Google Loves The iPhone
       Flickr



       "Quality Education - Not Politics"   Photo 18 (Nike Tattoo)
       hober                                Justin Hiltz
       Flickr                               Flickr



       I hate politics                      MAD MEN Wallpaper
       jvumn Web Site                       AMC
       Flickr                               AMC.com




       Dueling Bandwagons                   King Cloud
       Eric Kilby                           akakumo
       Flickr                               Flickr




       Brand Molecule Models                Mac vs. PC
       John Grant                           Apple
       The Brand Innovation Manifesto       Apple.com
INSPIRATION & INFLUENCES


John Grant, The Brand Innovation Manifesto
Adrian Ho, Zeus Jones
Dion Hughes, Persuasion Arts & Sciences
Aki Spicer, Fallon
Marcus Fischer, space150
Heidi Keel, space150

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Modern Brand Building

  • 1. MODERN BRAND BUILDING Stop Campaigning. Start Committing. ©2008 Paul Isakson
  • 2. Paul Isakson Head of Strategy space150 ©2008 Paul Isakson
  • 3. DISCUSSION OUTLINE Brands & Branding Today Evolution of Brand Building Campaigning vs. Committing Thoughts for Moving Forward ©2008 Paul Isakson
  • 4. BRANDS & BRANDING HAVEN’T REALLY CHANGED TOO MUCH. ©2008 Paul Isakson
  • 5. BRAND = COLLECTIVELY, WHAT PEOPLE SAY, FEEL & THINK ABOUT YOUR PRODUCT, SERVICE OR COMPANY. ©2008 Paul Isakson
  • 6. A STRONG BRAND = A COLLECTION OF COHERENT IDEAS AND EXPERIENCES WITH A PRODUCT OR SERVICE OVER TIME. ©2008 Paul Isakson
  • 7. A GREAT BRAND IS A GREAT STORY. ©2008 Paul Isakson
  • 8. IF WHAT MAKES A GREAT BRAND HASN’T CHANGED ALL THAT MUCH, WHAT HAS? ©2008 Paul Isakson
  • 9. Evolution of Brand Building OLD NEW Messages Conversations Static Dynamic Saying Doing Look & Feel Experience Posing Authenticity Simplicity Complexity Touch points Engagements Audience Community About About Transactions Relationships ©2008 Paul Isakson Influenced by the thinking of John Grant, as shown in The Brand Innovation Manifesto
  • 10. STOP CAMPAIGNING. START COMMITTING. ©2008 Paul Isakson
  • 12. CAMPAIGNING = CHANGING YOUR CORE BRAND MESSAGE TO FIT WHAT YOU THINK PEOPLE NEED OR WANT TO HEAR TODAY SO THAT THEY BUY YOUR PRODUCT OR SERVICE. ©2008 Paul Isakson
  • 13. CAMPAIGNING = MARKETING FOR SHORT TERM GAINS ©2008 Paul Isakson
  • 14. POLITICIANS CAMPAIGN ©2008 Paul Isakson
  • 16. CAMPAIGNING LEADS TO A CONSTANTLY CHANGING STORY. ©2008 Paul Isakson
  • 17. PEOPLE AREN’T SURE WHAT TO THINK OF YOU. ©2008 Paul Isakson
  • 18. YOU DON’T REALLY HAVE A BRAND. ©2008 Paul Isakson
  • 19. YOU HAVE A PRODUCT OR SERVICE WITH SOME POTENTIALLY INTERESTING MARKETING. ©2008 Paul Isakson
  • 21. STOP CAMPAIGNING ©2008 Paul Isakson
  • 23. COMMITTING = BUILDING YOUR BRAND ON CORE PRINCIPLES THAT NEVER CHANGE. ©2008 Paul Isakson
  • 24. COMMITTING = MARKETING FOR LONG TERM GROWTH ©2008 Paul Isakson
  • 25. COCA-COLA MAKES YOU HAPPY HAPPINESS FACTORY HILLTOP (TEACH THE ROCKWELL WORLD TO SING) POLAR BEARS GRAND THEFT AUTO HAVE A BOTTLE COKE (SHAPE) AND A HOLIDAYS SMILE MEAN JOE REFRESHMENT GREENE SECRET FORMULA ©2008 Paul Isakson Brand Molecule: The Brand Innovation Manifesto by John Grant
  • 26. NIKE HELPS YOU BE VICTORIOUS RONALDINHO VIDEO NIKE PLAYGROUND RUNNING CLUBS LEBRON NIKE TOWN TIGER WOODS DON IMUS THANK YOU REVOLUTION TV SPOT BO LETTER KNOWS NIKE+ THE HUMAN RACE JUST DO IT AIR JORDAN THE SWOOSH ©2008 Paul Isakson Brand Molecule: The Brand Innovation Manifesto by John Grant
  • 27. COMMITTING = CREATING AN EVOLVING COLLECTION OF COHERENT BRAND IDEAS AND EXPERIENCES OVER TIME ©2008 Paul Isakson
  • 28. COMMITMENTS CREATE ©2008 Paul Isakson BRAND LOYALISTS
  • 29. START COMMITTING ©2008 Paul Isakson
  • 30. HOW DO WE START? ©2008 Paul Isakson
  • 31. A FEW THOUGHTS ©2008 Paul Isakson
  • 32. IF YOU DON’T DEFINE YOUR BRAND, SOMEONE ELSE WILL. ©2008 Paul Isakson
  • 33. DEFINE WHO YOU ARE & WHAT YOU STAND FOR. COMMIT TO IT. ©2008 Paul Isakson
  • 34. WHAT GOES INTO THE CLOUD, STAYS IN THE CLOUD. ©2008 Paul Isakson
  • 35. THE PRODUCT REALLY IS THE MARKETING. MAKE BETTER PRODUCTS FIRST. ©2008 Paul Isakson
  • 36. START LOOKING AT YOUR MARKETING AS A PROGRESSIVE STORY INSTEAD OF AS QUARTERLY CAMPAIGNS. ©2008 Paul Isakson
  • 37. STOP PUTTING THE EXACT SAME STORY EVERYWHERE. PEOPLE LIKE STORIES WITH DEPTH AND COMPLEXITY. ©2008 Paul Isakson
  • 38. FORGET ABOUT CONTROLLING THE MESSAGE. ©2008 Paul Isakson
  • 39. FANS ARE GOING TO CREATE CONTENT FOR YOUR BRAND. ©2008 Paul Isakson
  • 40. PLAN FOR CONTENT YOU DON’T CREATE RONALDINHO VIDEO NIKE PLAYGROUND RUNNING CLUBS NIKE TOWN DON IMUS THANK YOU REVOLUTION TV SPOT BO LETTER KNOWS NIKE+ THE HUMAN RACE JUST DO IT AIR JORDAN THE SWOOSH ©2008 Paul Isakson
  • 41. THE WAY AND SPEED WITH WHICH PEOPLE DISCOVER, PROCESS AND SHARE INFORMATION HAS CHANGED DRAMATICALLY. ©2008 Paul Isakson
  • 42. CREATE ROOM FOR AGILITY, FLEXIBILITY & ITERATION. ©2008 Paul Isakson
  • 43. MAKE A COMMITMENT TO CREATING BETTER BRANDS. ©2008 Paul Isakson
  • 45. To keep the conversation going … Paul Isakson Head of Strategy space150 Email / paul.isakson@gmail.com Twitter / @paulisakson Blog / paulisakson.com/
  • 46. CREDITS & SOURCES Don't believe the Devil, iPhone don't beLIEve his book e-Learning content authoring Celeste Google Loves The iPhone Flickr "Quality Education - Not Politics" Photo 18 (Nike Tattoo) hober Justin Hiltz Flickr Flickr I hate politics MAD MEN Wallpaper jvumn Web Site AMC Flickr AMC.com Dueling Bandwagons King Cloud Eric Kilby akakumo Flickr Flickr Brand Molecule Models Mac vs. PC John Grant Apple The Brand Innovation Manifesto Apple.com
  • 47. INSPIRATION & INFLUENCES John Grant, The Brand Innovation Manifesto Adrian Ho, Zeus Jones Dion Hughes, Persuasion Arts & Sciences Aki Spicer, Fallon Marcus Fischer, space150 Heidi Keel, space150