Design Director Leigh Marino & Director of Strategic Services Jason Ward talk branding.

1. Your B(b)rand in the Modern Age
WITH
Leigh Marino & Jason Ward

2. A Quick Refresher

3. A brand is not JUST
• a Logo
• a Product or Service
• an Advertisement
• a Spokesperson
• a Tagline

4. A modern brand
• Offers a unique benefit
• Is an extension of your culture
• Creates an emotional connection
• Engages audiences
• Makes (and keeps) a promise

5. ‘BRAND’ vs.
‘brand’

6. BRAND (aka ‘Big B’)
• Executive-led
• Top-down
• One-way, promotional
• Makes a promise
• Aspirational / Idealistic
• Subjective

7. brand (aka ‘Little b’)
• Experience-led
• Bottom-up
• Two-way, personal
• Keeps its promise
• Actual / Realized
• Objective

8. Big ‘B’ ≠ Little ‘b’
• Fails to keep promise
• Invites negative review / criticism
• Creates detractors
• Reliant on Advertising/Marketing

9. Big ‘B’ = Little ‘b’
• Delivers on promise
• Invites conversation, review,
referrals
• Creates loyalty and advocates
• Leverages organic/social promotion

10. A Few Examples

11. PATAGONIA challenges Nike’s
dominance in the market by authentically
embracing its unique ‘brand’ and
leveraging it against Nike’s ‘Brand.’
NIKE vs Patagonia

12. OREO’s ‘Brand’ is strong and
consistent… and backed by a team
empowered to own the ‘brand’
experience (even when it happens in the
middle of the big game.)
OREO

13. RADIO SHACK is proof that a ‘Brand’ can
and should evolve/adapt by understanding
and embracing its authentic ‘brand.’
Radio Shack

14. “Modern brands reflect real experiences,
rather than promising unrealistic ones.”
“Your brand begins with your culture—
the experience you create for your team.”
Lead with Culture

15. • Define Purpose and Values
• Seek Cultural Alignment
• Listen to Your Audience(s)
• Empower and Engage Your Team
• Build ‘B’ with Insights from ‘b’
• Measure and Adapt your Brand
Align Your B(b)rand