Modern branding

Santander September 13, 2011

2640 Lyndale Ave S. Minneapolis Minnesota 55408

Established 2007 to build modern brands.

We combine strategy, design and digital expertise. Many of us came from the digital side.

Zeus Jones Proprietary and Confidential. All rights reserved 2011.

 Zeus Jones 2009

The top 10 marketing and advertising books.

As voted by readers of Advertising Age.

Zeus Jones 2009

Many of them are over 40 years old.

 Zeus Jones 2009

Eight of them were written before Google started selling ads.

 Zeus Jones 2009

A (classic) brand is simply a collection of perceptions in the mind of the consumer.

Paul Feldwick - 1991

Brand building through imagery.

Brands built using communications.

From the Flickr of Pink Ponk

Branding solves communications problems.

From the Flickr of

From the Flickr of

A (modern) brand is... simply the sum of the great ideas used to build that brand.
John Grant - 2006

Brand building through actual experience.

From the Flickr of Justin Case

Brands built through interactions.

From the Flickr of jurek d

Branding improved by more interactions.

CORE BELIEF

Brand Innovation Manifesto - John Grant

Modern branding isnt taught in books its being created in the market.

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Client: United Job #: ual12243

Fallon | Minneapolis
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WSJ

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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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Its time to fly.

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Client: United Job #: ual12243

Fallon | Minneapolis
Publications:
WSJ

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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

21.14 in

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Client: United Job #: ual12243

Fallon | Minneapolis
Publications:
WSJ

Issue:

Ext:

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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:

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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 through communications.

Modern brands are defined by what they do.

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.

From the Flickr of niznoz

Modern brands live in the hearts of your employees not in the minds of your customers.

Modern brand strategy is an HR discipline.

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.
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2640 Lyndale Ave S. Minneapolis Minnesota 55408