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Hi,
I’m Em ily fro m
Re d An t le r.
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 We build brands people
love, for companies that
are changing how the
world works.

CONFIDENTIAL
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 WHY DOES
BRAND
MATTER?
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 The barriers to
launch have never
been lower.

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 Every category is up
for grabs.

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 Social is saturated

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 Consumers have more
choice, more power,
and more ways to be
engaged.

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 The brands that win
today don’t just
build loyalty, they drive
OBSESSION

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 Brand
=

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 Bra n d
=
logo

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 Brand
=
logo, name

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 Brand
=
logo, name, & colors

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 Brand
=
what a business stands for
at its core

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 Brand
=
why people should care

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 Brand
=
the living, breathing driver
of the entire consumer
experience

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 FIVE (NEW)
CORE
PRINCIPLES
OF BRAND
BUILDING
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 1.
BE
PROBLEM-
ORIENTED
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 When you’re creating
something new, solve
a real problem.

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 Product as a prompt
for essential
conversations.

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 2.
IT’S OKAY
TO GET
EMOTIONAL
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 In today’s world,
brands need to do it all
- the rational and the
emotional.

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 Mission.
Product.
Story.
It’s all connected.

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 3.
COMMUNITY
ISN’T LIKES
AND
COMMENTS
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 When your brand
speaks to people’s
values, they feel
connected to
others who share
those values.

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 Helping people feel
seen and heard.

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 4.
THE PATH
TO GROWTH
STARTS WITH
FOCUS
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 Brands need to get
comfortable leaving
some sets of
consumers and
opportunities behind.

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 Customization
removes the
guesswork.

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 5.
REDEFINE
EXPECTATIONS
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 Break the rules,
not just to make noise,
but in service of
your consumers.

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 Create brand love
where there was
none.

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 TAKEAWAYS

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 1
Create connection by
defying expectations.
2
Innovate in service of
people, not “newness.”
3
Tap into the values we
all share.

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