Introduction to The Lean Brand V1. Presentation by Jeremiah Gardner at SXSW 2014. (illustrations by @FAKEGRIMLOCK) About the book: The Lean Brand is the first book to apply lean principles to brand development to help startups and innovative enterprises form validated, sustainable, and passionate relationships with their customers based on experimentation, validated learning, and iteration rather than subjective opinion in this new era of value-creation. Become an early adopter: http://leanbrandbook.com.

1. INTRODUCTION TO:
THE LEAN BRAND

2. @JeremiahGardner
#TheLeanBrand

3. BRAND?
WHAT IS A

4. A BRAND IS A
RELATIONSHIP
BETWEEN AN ORGANIZATION
AND AN AUDIENCE

5. WHAT WORKED FOR ISN’T WORKING FOR
WHAT WORKED FOR ISN’T WORKING FOR
WHAT WORKED FOR ISN’T WORKING FOR
SOMETHING IS BROKEN…

6. THE MY TH OF THE BRAND GENIUS

7. FACTORY–THINK BRAND PROCESS
A + B + C = “THE BRAND”
BRAND PROMISE + LOGO + ESSENCE… = “THE BRAND”

8. EXECUTION
A PROCESS
BRAND GENIUS
CONVENTIONAL
BRAND
THROUGH
MANAGED BY

9. VALUEVALUE
TODAY, GREAT BRAND DEVELOPMENT ISN’T ABOUT
GENIUS…IT’S ABOUT THE DISCOVERY OF

10. BRAND, MEET LEAN

11. INNOVATION
EXPERIMENTATION
VALIDATED LEARNING
LEAN
BRAND THROUGH
MANAGED BY

12. ASSUMPTIONS
MINIMUM VIABLE BRAND
PRODUCT-MARKET-BRAND FIT
GROWTH ENGINE
DESIGN THINKING
B-M-L EXPERIMENTATION PRESERVE OR ITERATE?
PREP FOR SCALE
E-V HYPOTHESIS
VALIDATE PLATFORM
RAMEWOR

13. ASSUMPTIONS

14. SUSTAINING DISRUPTIVE
BRANDING LEADS THE WAY
EXISTING MARKET
PROBLEM WELL UNDERSTOOD
INNOVATION IMPROVES DIFFERENTIATION
INCREMENTAL CHANGE
PRODUCT LEADS THE WAY
UNKNOWN / NEW MARKET
PROBLEM NOT WELL UNDERSTOOD
INNOVATION IS DRAMATIC
RADICAL CHANGE
INNOVATIONSPECTRUM
YOU?

15. We believe [this set of people]
will [care / be passionate about us]
for / because [this reason].
MOTIONAL–VALUE
HYPOTHESIS

16. MVBMINIMUM VIABLE BRAND

17. STORY INVITATIONARTIFACT
WHO ARE YOU?
WHY DO YOU EXIST?
WHY SHOULD I CARE?
WHAT IS YOUR RALLYING POINT?
PROJECT YOUR STORY
WHAT DO THEY TOUCH?
WHAT DO THEY EXPERIENCE?
WHAT DO THEY SEE?
INSPIRE DON’T SELL
WHERE DO YOU SHOW UP?
WHAT DO YOU SAY?
DISCOVER MESSAGE PULL

19. INTERACTION
ENGAGEMENT
PARTICIPATION
MOTIONAL–VALUE
METRICS
DO THEY JOIN THE FIGHT?
DO THEY TALK BACK?
DO THEY PAY ATTENTION?

20. PRODUCT–MARKET–BRAND FIT
PMBF

21. ONEPASSIONATE ADVOCATE?CAN WE WIN
TEN
MARKET
AND TURN IT INTO PASSIONATE ADVOCATES?
TO FIND A
OF PASSIONATE
CUSTOMERS?

22. P-M-B-F
PRODUCT BRAND
MARKET
1
2 3
KEY:
1. PRODUCT–BRAND FIT
2. PRODUCT–MARKET FIT
3. BRAND–MARKET FIT
PRODUCT–MARKET–BRAND FIT

23. GROWTH ENGINE

24. GROW
AUDIENCE
REACH
CULTURE
PROTECT THE CORE
ADJACENT MARKETS
FOCUS, FOCUS, FOCUS
AUTOMATION
BE TOP OF MIND
HAVE PHYSICAL AVAILABILITY
MOVING TO THE “WE”
TRANSITIONING CORE TEAM
ATTRACTING NEW TALENT

25. BRAND INNOVATION
THAT’S REAL

26. LEANBRANDBOOK.COM
@JeremiahGardner
#TheLeanBrand
@BrantCooper
@FakeGrimlock
by:
with:
illustrations: