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3 steps to building a brand
1.
3 steps to
building a brand. 1
2.
@adamkleinberg
2
3.
HOW DO YOU BUILD A
BRAND? 3
4.
LESSON 1. ONE
THING. IN THE MIND OF THE CONSUMER, YOU CAN ONLY BE ONE.
5.
SAFE. SMALL. TOUGH. THE ULTIMATE DRIVING MACHINE.
6.
LESSON 2. ZAG.
IF EVERYBODY ELSE ZIGS, YOU ZAG.
7.
7
8.
THE CIRCUS.
9.
XXX X X THE CIRCUS.
10.
11.
LIVESCRIBE COULD HAVE
BEEN A COMPUTER PEN, A TRANSLATION DEVICE, A CALCULATOR. INSTEAD IT WAS... Never miss a word. 11
12.
12
13.
13
14.
A BEER FOR
PEOPLE WHO DON’T ALWAY DRINK BEER. 14
15.
NOT THE FIRST
PHYSICS GAME. BUT THE FIRST TO TELL A STORY. 15
16.
LESSON 3. TRIANGULATE.
TO FIND YOUR ONE THING.
17.
MARKET INTERNAL TARGET
17
18.
INTERNAL. YOUR PEOPLE. YOUR PRODUCTS. YOUR
EXPERIENCE. YOUR VISION. 18
19.
MARKET. COMPETITION. TRENDS. CULTURE.
19
20.
TARGET. WHERE’S THE OPPORTUNITY? WHAT
MATTERS TO THEM? WHAT PROBLEM CAN WE SOLVE? 20
21.
MARKET INTERNAL
YOU TARGET 21
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