1. STEAL THIS BRAND

3. WHAT IS A BRAND?

4. WHAT IS A BRAND? Something applied to an average thing to make it seem more special A logo, tagline, mission statement, etc. An ‘aspirational’ stake in the ground and the tools and rules that enbable average people to do genius-level work

5. WHAT DOES BRANDING & MARKETING COST?

12. FREE!

13. We’re going to use social media. We’re going to make a viral video.

14. Relying on VIRAL VIDEOS to promote your brand is like using the LOTTERY to pay your bills

15. Social media is not PAID MEDIA, it is EARNED MEDIA

17. KICKSTARTER TED TALK VIRAL VIDEO NEWS STORIES SOCIAL MEDIA

21. What Can Marketers Exploit? 1. Best Price, Special Deals and Risk-Free Purchase 2. Exotic, Taboo and the (Seemingly) Dangerous 3. Expert Study or Endorsement 4. Celebrity Status 5. A Political or Social Cause or Controversy 6. Our “Maslowsian” Needs a. Physiological – multiple brands and store brands, no risk – money- back guarantees, fair and clear pricing, sales and special offers, suggested sales … b. Safety, love/belonging and esteem – through adoptable brand stories that signal our tribal identity and establish or reinforce our social status c. Self-actualization, transcendence and forgiveness

27. Branding Plan 1. Name (with a good url) 2. Logo and graphic standards 3. Tagline and catch phrases 4. Social mission

28. Platform Plan 1. Website and lead capture 2. Email and digital marketing 3. Sharing and Sampling – applications, high-value content, events, trial product/free product 4. Stakeholder development – social media, donation opportunities 5. Sponsorships –think of paid media as a form of sponsorship 6. Analytics

29. Marketing Process Plan 1. Set a budget 2. Establish a process 3. Put it on a schedule 4. Stick to the schedule