2. PLAY

3. What is… “BRAND STRATEGY ” ?

4. PAUSE

5. REWIND

6. What is a BRAND?

7. is it your organisation’s…

8. logo? symbol? name? sign? colour combination? slogan?

9. Yes!

10. But a BRAND is also...

11. a promise an experience an association a relationship an image a story a guarantee a rumour a myth a behaviour a short-cut a perception an ideology a feeling

12. a BRAND is all these things.

13. PAUSE

14. FAST FORWARD

15. What is… “ STRATEGY ” ? BRAND

16. STRATEGY BRAND is…

17. generating brands… and influencing

18. intentionally, carefully, thoughtfully, with a corporate viewpoint.

19. How do you DO BRAND STRATEGY?

20. Engage everyone in your branding efforts… tip 1: …inside and outside your organisation.

21. clear, consistent + coherent. tip 2: Be

22. Listen to your people. tip 3: [Take care of your household]

23. Make sure your messages reflect tip 4: reality.reality

24. Stay focussed. tip 5:

25. And finally…

26. tip 6: Try to keep your brand’s promise.

27. who OWNS your brand?

28. you do. but...

29. it exists only in other people’s minds. (and you don’t own those)

30. Brands are ephemeral

31. and need to evolve.

32. So you can’t always CONTROL your brand

33. though why would you WANT to?

34. Remember…

35. We accept the best brands warts and all.

36. So…

37. Brand bravely!

38. better business learning by "The Annual New England Xylophone Symposium" by DoKashiteru (feat. spinning merkaba) http://ccmixter.org/files/DoKashiteru/19848 is licensed under a Creative Commons license: http://creativecommons.org/licenses/by/3.0/ Music credit: gavinwedell.com gavin wedell >> brand strategist

40. EJECT —

41. ©2011 Gavin Wedell All non-audio content