WTF is BRAND? • Tell
a STORY, Build a Storytelling Culture • SINGLE element: Color, Animal, Number, Word • UNIQUE Position relative to Competition • Embrace NEGATIVE/Shameful Positioning (when necessary) • (Know When to Get Back to WORK) Brand (def): a name, term, design, symbol that identifies one seller's good or service as distinct from those of other sellers.
Be Different. • Take Risk
Early. (U Have Nothing 2 Lose). • Playing it Safe = Death. • Pissing People Off is OK. (in fact, #WINNING) • Love *or* Hate = GOOD (both are STRONG signal) • U Can’t Build Brand around INDIFFERENCE. • “Niche 2 WIN” (see blog post)
Stand 4 SOME-thing, or
Stand 4 NO-thing. • Be ICONIC. • SINGLE word or emotion. • Don’t be afraid 2b HATED. • Don’t be afraid 2b SHAMED. • Aim for the Moon! [but land on the Roof]
Tap Into Humanity • Fear:
What u run from • Sex: Who we love, lust 4 • Power: Ability 2 Control Ur World • Family: Find Ur Tribe. • Anger: Fight 4 Ur Right [2 Party]
Be a Hero… or a
Villain (pro tip: Villians have more fun :) • Who do u LOVE, Admire, Want 2 B? • Who do u HATE, Despise, [secretly] jealous? • Whatever u are ATTRACTED to… • Just Don’t Be BORING. • Again: Indifference = Death.
picture > words. • 1
awesome picture. • 3 powerful words. • 30 sec music or video. • Less is more. note: these slides are not less.
When It Works, Double Down.
• If someone LOVES u, it’s working. • If someone HATES u, it’s working. • Once u get signal, try iteration, repetition. • Once u get repetition, try variation. • Good artists COPY; great artists STEAL… (from themSELVES!)
Always Be Yourself — but
be your [SUPER] Self • Start from the Heart. • Be YOUrself. Be Authentic. Be Comfortable. • But: the MOST AWESOME, PASSIONATE u. • Find a feeling or emotion u can sustain • [sometimes even weakness can be ok]