slides from my talk on branding for startups @ #INK2014 (Mumbai, Nov 2014)

1. Take A Walk On The Dark Side
Branding for
Startups & Sith Lords
@DaveMcClure
@500Startups #INK2014
Mumbai, Nov 2014

2. WARNING:
REALLY.
BAD. COLORS.
AND. FONTS.
COMIC
SANS!

3. WARNING!!!
this deck is guaranteed to offend,
provide tragically incorrect advice,
and perhaps get you arrested.
deal with it.

4. [This Talk]
• WTF is a BRAND?
• Be Different.
• Stand 4 SOMEthing.
• Tap Into Humanity: Fear, SEX, Power!
!
• Be a Hero, or a VILLAIN.
• Don’t say 1000 words.
• When It Works, Double Down.
• Be Yourself.

5. Read Geoffrey Miller.
Sex + Evolution + Consumer Marketing = Awesome

6. More Great Shit to Read.
Psychology + Comics

7. [Start(up) + Heart]

8. NEGATIVE Emotion Examples
Fear, Anger, Sadness,
Pain, Pathetic, Pariah

9. POSITIVE Emotion Examples
Humor, Sex, Power,
Daredevils, Babies & Kittens

10. Marketing & BRANDing
• Tell a STORY, Build a Storytelling Culture
• SINGLE element: Color, Animal, Number, Word
• UNIQUE Position relative to Competition
• Embrace NEGATIVE/Shameful Positioning (when necessary)
• Know When to Get Back to PRODUCT

11. What is BRAND?
Brand (def): a name, term, design, symbol that
identifies one seller's good or service as distinct
from those of other sellers.
!
• Branding began as way to tell one person's
cattle from another by a hot iron stamp.
• Branding is usually full of PAIN.

12. Q: Who FEELS Your Brand?
• Customers
• Partners
• Investors
• Employees
• Press

13. Be Different
Take Risk.

14. Be Different.
• Take Risk Early. (U Have Nothing 2 Lose).
• Playing it Safe = Death.
• Pissing People Off is OK. (in fact, #WINNING)
!
• U Can’t Build Brand around INDIFFERENCE.
• “Niche 2 WIN” (see blog post)
• Love *or* Hate are OK… Both = Good Signal.

15. Stand 4 SOMEthing.
(or stand 4 NO-thing)
CHANGE.
PEACE.
POWER. SEX.
SEXIST?

16. Ronda Rousey
FIGHT.
Undefeated #1 UFC
Mixed Martial Arts
Female Champion

17. Stand 4 SOME-thing,
or Stand 4 NO-thing.
• Be ICONIC.
• SINGLE word or emotion.
• Don’t be afraid 2b HATED.
• Don’t be afraid 2b SHAMED.
• Aim for the Moon! [but land on the Roof]

18. Tap Into [your] Humanity
Fear, Sex, Power

19. Tap Into Humanity
• Fear: What u run from
• Sex: Who we love, lust 4
• Power: Ability 2 Control Ur World
• Family: Find Ur Tribe.
• Anger: Fight 4 Ur Right [2 Party]

20. Be a Hero!
or, Be a Villain
(pro tip: Villians have a lot more fun :)

21. Be a Hero… or a Villain
• Who do u LOVE, Admire, Want 2 B?
• Who do u HATE, Despise, [secretly] jealous?
• Whatever u are ATTRACTED to…
• Just Don’t Be BORING.
• Again: Indifference = Death.

22. Don’t Say 1000 words.
[just use 1 Finger]

23. Don’t Say 1000 words.
• 1 awesome picture.
• 3 powerful words, or a few sentences.
• 30 sec meaningful music or video.
• Less is more.
!
note: these slides are not less.

24. If/When It Works
Double Down.

25. When It Works, Double Down.
• If someone LOVES u, it’s working.
• If someone HATES u, it’s working.
• Once u get signal, try iteration, repetition.
• Once u get repetition, try variation.
• Good artists COPY; great artists STEAL
(from themSELVES!)

26. Be Your SELF.
(But Be Ur SUPER Self)

27. Always Be Your [SUPER] Self
• Start from the Heart.
• Be YOUrself. Be Authentic. Be Comfortable.
• But: the MOST AWESOME, PASSIONATE u.
• Find a feeling or emotion u can sustain
• [sometimes even weakness can be ok]

28. Are U Ready?
GO 4 IT!