The world has changed. It’s not about creating one-way, company-to-customer impressions anymore —if it ever was. Sure, you still put your products and messages in the marketplace. But now your customers put their experiences and expectations there, too. It all works together to create what we’ve come to agree is a “brand.” But the image is out-of-date: success in this new era isn’t about searing impressions... it’s about arranging them. It’s about creating a mosaic of inputs and ideas, carefully positioned relative to each other. In this session, learn how you can collect all the pieces—both organization- and crowd-generated—and turn them into something people see, understand, and, most importantly, care about enough to pay for.

1. Building a
Mosaic Brand
PodCamp Boston 5 – 26 September 2010
Sametz Blackstone Associates

2. Who I am
 Tamsen McMahon
 tamsen@sametz.com
 @tamadear
 http://www.slideshare.net/tamadear
 Sametz Blackstone Associates
 www.sametz.com
 www.sametz.com/roundthesquare
 @sametz
 http://www.slideshare.net/
SametzBlackstone
 Brass Tack Thinking
 brasstackthinking.com

5. That doesn’t work
anymore.
(If it ever did.)

6. They’re not
cattle.

7. They’re
people.

8. Brands exist in
heads (and hearts)…

9. Not headquarters.

10. BRAND
≠
LOGO
(And never did.)

11. BRAND
≠
MESSAGE
(It’s bigger.)

12. BRAND
≠
PR
(And never did.)

13. It’s not…a brand.

14. It’s a mosaic.

15. And you need to
build yours.

16. Subject
Audience
Material
Style
Resolution
supplies

17. Subject
http://www.flickr.com/photos/antmoose/17434145/

18. http://www.flickr.com/photos/antmoose/17434145/

19. CREST

20. AQUAFRESH

21. REMBRANDT

22. TOM’S
OF MAINE

23. BROGAN

24. K.D. PAINE

25. KANTER

26. YOU?

27. Audience

28. Material

29. Style

30. Resolution

31. © Sametz Blackstone Associates

32. © Sametz Blackstone Associates

34. CONTROL

35. CREATE

36. CONTENT

37. CONTEXT

38. You’re the artist.

39. © Sametz Blackstone Associates

41. Who I am
 Tamsen McMahon
 tamsen@sametz.com
 @tamadear
 http://www.slideshare.net/tamadear
 Sametz Blackstone Associates
 www.sametz.com
 www.sametz.com/roundthesquare
 @sametz
 http://www.slideshare.net/
SametzBlackstone
 Brass Tack Thinking
 brasstackthinking.com