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Branding

ON: Brand vs. Campaign

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By Joanna Peña-Bickley
 · 
November 25, 2008
 · 
1 min read

This is a great presentation on Modern Brand Building. By Dion Hughes of Persuasion Arts & Sciences and Adrian Ho of Zeus Jones.

Modern Brand Buildinghttp://static.slideshare.net/swf/ssplayer2.swf?doc=deepspacemodernbrands-1222902761525292-8&stripped_title=modern-brand-building-presentation

View SlideShare presentation or Upload your own. (tags: deepspace space150)
Tagged: Dion Hughes of Persuasion Arts & Sciences and Adrian Ho of Zeus Jones · Modern Brand Building
Comments
windo
November 29, 2008 at 6:59 pm
agree. instead of approaching it as developing a new “campaign” for our client’s business, we should look at it as a chance to have a conversation, build a relationship w/our customers. stick with what your brand is about and share new, in-depth characteristics, attributes of your brand that people would find interesting and worth talking about.
Reply
Joanna Peña-Bickley
November 29, 2008 at 12:39 pm
thanks for the attribution clarification! I think brands think they have relationships – but what i think this presentation does incredibly well is demonstrate that the Big Idea should not change the brands meaning but add depth to it by revealing something new about the product or service.
really- what brand wants the attribute of a politician? (politician: lot of promise with little pay off)
Reply
windo
November 29, 2008 at 6:59 pm
agree. instead of approaching it as developing a new “campaign” for our client’s business, we should look at it as a chance to have a conversation, build a relationship w/our customers. stick with what your brand is about and share new, in-depth characteristics, attributes of your brand that people would find interesting and worth talking about.
Reply
windo
November 29, 2008 at 6:59 pm
agree. instead of approaching it as developing a new “campaign” for our client’s business, we should look at it as a chance to have a conversation, build a relationship w/our customers. stick with what your brand is about and share new, in-depth characteristics, attributes of your brand that people would find interesting and worth talking about.
Reply
windo
November 29, 2008 at 11:59 am
correction, this prezo is from @paulisakson (http://paulisakson.typepad.com/planning/)
it’s a rock solid prezo. more brands need to start thinking this way, from transactions to relationships w/their customers.
Reply
Joanna Peña-Bickley
November 29, 2008 at 12:39 pm
thanks for the attribution clarification! I think brands think they have relationships – but what i think this presentation does incredibly well is demonstrate that the Big Idea should not change the brands meaning but add depth to it by revealing something new about the product or service.
really- what brand wants the attribute of a politician? (politician: lot of promise with little pay off)
Reply
windo
November 29, 2008 at 11:59 am
correction, this prezo is from @paulisakson (http://paulisakson.typepad.com/planning/)
it’s a rock solid prezo. more brands need to start thinking this way, from transactions to relationships w/their customers.
Reply

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