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A (modern) brand is... simply the sum of the great ideas used to build that brand.
John Grant - 2006
CORE BELIEF
Modern branding isnt taught in books its being created in the market.
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Client: United Job #: ual12243
Fallon | Minneapolis
Publications:
WSJ
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File Name: ual12243v1_Continents_WSJ.indd Description: C-11 (coming out of) Continents Rev. Date/Time: 01.19.06 Bleed: n/a Trim: Live: 13.86 x 21.14 Gutter allowance: none Media: FP 4C Fonts: Helvetica Neue 45 and 55 Ink Colors:
Arial and Arial Black for marks and slug CMYK 3:17 PM
Artist: Jamie Caliri Production Artist: Stephanie Samalis Art Director: Bob Barrie Writer: Stuart DRozario Producer: Paul Morita Project Manager: Kelly Yaremchuk Art Buyer: Shawn Smith Group Head: Stuart DRozario Account Executive: Ryan Van Haaften
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Client: United Job #: ual12243
Fallon | Minneapolis
Publications:
WSJ
Issue:
Ext:
File Name: ual12243v1_Pencil_WSJ.indd Description: C-11 (coming out of) Pencil Rev. Date/Time: 01.19.06 Bleed: n/a Trim: Live: 13.86 x 21.14 Gutter allowance: none Media: FP 4C Fonts: Helvetica Neue 45 and 55 Ink Colors:
Arial and Arial Black for marks and slug CMYK 3:17 PM
Artist: Jamie Caliri Production Artist: Stephanie Samalis Art Director: Bob Barrie Writer: Stuart DRozario Producer: Paul Morita Project Manager: Kelly Yaremchuk Art Buyer: Shawn Smith Group Head: Stuart DRozario Account Executive: Ryan Van Haaften
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Client: United Job #: ual12243
Fallon | Minneapolis
Publications:
WSJ
Issue:
Ext:
File Name: ual12243v1_Balloon_WSJ.indd Description: C-11 (coming out of) Balloon Rev. Date/Time: 01.19.06 Bleed: n/a Trim: Live: 13.86 x 21.14 Gutter allowance: none Media: FP 4C Fonts: Helvetica Neue 45 and 55 Ink Colors:
Arial and Arial Black for marks and slug CMYK 3:17 PM
Artist: Jamie Caliri Production Artist: Stephanie Samalis Art Director: Bob Barrie Writer: Stuart DRozario Producer: Paul Morita Project Manager: Kelly Yaremchuk Art Buyer: Shawn Smith Group Head: Stuart DRozario Account Executive: Ryan Van Haaften
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Client: United Job #: ual12243
Fallon | Minneapolis
Publications:
WSJ
Issue:
Ext:
File Name: ual12243v1_SilverBirds_WSJ.indd Description: C-11 (coming out of) SilverBirds Rev. Date/Time: 01.19.06 Bleed: n/a Trim: Live: 13.86 x 21.14 Gutter allowance: none Media: FP 4C Fonts: Helvetica Neue 45 and 55 Ink Colors:
Arial and Arial Black for marks and slug CMYK 3:17 PM
Artist: Jamie Caliri Production Artist: Stephanie Samalis Art Director: Bob Barrie Writer: Stuart DRozario Producer: Paul Morita Project Manager: Kelly Yaremchuk Art Buyer: Shawn Smith Group Head: Stuart DRozario Account Executive: Ryan Van Haaften
Modern brands arent built around a promise, theyre built around a belief.
Modern brand strength is built by sticking to your beliefs not by opening your wallet.
Modern brands live in the hearts of your employees not in the minds of your customers.
The differences between modern brands and classic brands are profound.
Classic brands Delivering a promise Consumer insight Singular consistent messages Communicate an image Trust through authority Strive for perfection Controlling Marketing as a layer Create a transactional relationship
Modern brands Guided by a purpose Internal culture Multiple coherent ideas Deliver an experience Trust through transparency Progress by iterating Empowering Marketing is built-in Create a community
Zeus Jones 2009
Thank you.
zeusjones.com/blog twitter.com/adrianho
2640 Lyndale Ave S. Minneapolis Minnesota 55408