1 MOVING YOUR IDEAS >> FORWARD >> Michelle Pujadas Founder, co-CEO Zer0 to 5ive Presentation at the Corzo Center/University of the Arts, November 17, 2011

2 Agenda Defining “brand” Creating a brand – Steps 0 to 5 Brand success Interactive brand discussion

3 PRODUCTS ARE MADE IN THE FACTORY, BUT BRANDS ARE CREATED IN THE MIND - WALTER LANDOR

4 What Is A Brand? BRAND the comprehensive identity of a company, product and/or service in the mind of the buyer corporateproductservice

Brands Are One Way We Categorize Things 5 McDonalds Fast food Kid-oriented Great fries Convenient Greasy and fattening

6 What Do Brands Embrace? Name Images – logo, spokesperson or mascot Tagline Audio jingle/special sound Perceptions – based on brand attributes Experience – with the company/product itself Message(s) Medium Pricing Packaging

7 BRANDS ARE RECOGNIZABLE IN MANY WAYS

What Brand? 8

9

10 What Brand? “Takes a licking and keeps on ticking.”

What Brand? 11

What Brand? 12

13 CREATING A BRAND

Step 0 Define your brand (product or service) 1.What is it? 2.Who is it for? 14

Step 1 Describe your brand 1.Brand attributes 2.Brand personality 3.Functionality 15

Step 2 Name your brand – approaches (strongest to weakest*) 1.Invented 2.Arbitrary 3.Suggestive 4.Semi-descriptive 5.Descriptive 6.Generic 7.Family name 8.Initials 16 Pantone Apple Juicy Microsoft Gucci BMW *from Signature Strategies

Step 3 Position your brand 1.Positioning statement 2.Key brand messages 3.Brand promise 4.Tagline 17 For Who are dissatisfied with Product/service is a that provides Unlike Product/service provides

Step 4 Design your brand 1.Logo 2.Color palette 3.Font choice 18

Step 5 Package your brand 1.Packaging/web site/SM 2.Brand experience 19

20 from Radiantbrands.com Brand Touchpoints

21 BRANDS ARE SPECIFIC

Who Is Your Target? 22 From: We Are All Weird, by Seth Godin

What Defines Brand Success? 23 Helping the “poorest among the poor”

What Defines Brand Success? 24 At the time of her death, Mother Teresa's Missionaries of Charity had over 4,000 sisters, and an associated brotherhood of 300 members, operating 610 missions in 123 countries. Wikipedia

What Defines Brand Success? 25

What Defines Brand Success? 26 $17 Million Piece of Art

What Defines Brand Success? 27

What Defines Brand Success? 28 Sold Out 2011 Tech Conference 2,527 Twitter Followers

29 INTERACTIVE BRAND DISCUSSION

The Index Card 30 What Is Your Brand? What would you put on your index card? What Does Your Brand Deliver? What Are The Brand Attributes You Want Associated With Your Brand? Be Clear − Be Honest Show Uniqueness − Have A Voice Share Your Vision − Show Emotion

THANK © Zer0 to 5ive 2011