WHAT IS A BRAND?

A brand is a name, term, design or symbol that differentiates one seller’s product from another. The term originates from the practice of branding livestock. But since then, it’s taken on a second meaning.

WHAT IS A BRAND? “A brand is a story embedded in the mind of the market.” Source: Karen Post via

WHAT DOES THAT MEAN? A story is a collection of thoughts and feelings we associate with someone or something.

WHAT DOES A STORY DO? Stories raise the stakes, draw lines between good and evil, and give us a past, present, and future. When you create a compelling story, you can do things that other companies or individuals in your field can’t.

WHAT DOES A STORY DO? Creates a deep emotional attachment. Generates long-term loyalty. Communicates “personality.” Inspires and sticks to human memory.

WHAT MAKES A GREAT STORY? The best stories straddle the fault lines of our emotions – love and hate. You need to take a bold position, or you will be lost in a crowd of pleasers.

WHAT MAKES A GREAT STORY? Because you are lukewarm, and neither hot nor cold, I will spit you out of my mouth. – Revelation 3:16

WHY

Source: eat_leaders_inspire_action/transcript eat_leaders_inspire_action/transcript WHY HOW WHAT

WHY We believe in challenging the status quo. We believe in thinking differently. HOW The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly. WHAT We just happen to make computers. But we can also make MP3 players, phones, tablets, or DVRs.

What Is the Leap Motion Controller? A computer input device that tracks your hands in 3D space Unlocks new interactions for games, music, healthcare, VR and more

FAST No visible latency, 290FPS PRECISE Sub-millimeter tracking INEXPENSIVE Off-the-shelf hardware EMBEDDABLE Small, short, low consumption

WHY We want to change how humans interact with technology because we are more powerful together. HOW We narrow the gap between human and machine by using the original interface – the human hand. WHAT We’ve created a high-precision, near-zero-latency infrared tracking peripheral that lets you control your computer with hand motions.

BUILDING YOUR BRAND KNOW YOURSELF Find your strengths and weaknesses to discover your Why. KNOW YOUR ENEMY Your enemy is not your competitors – it’s what they represent. KNOW YOUR MARKET Tap into your customers’ thoughts and desires to stay relevant and beware the counterstory.