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"From “it’s mine” to “it’s me”: how the concept of branding has evolved over the last 50.000 years"

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raffaella isidori: thesign.it
raffaella isidori: thesign.it

A shorter (lightning talk) 12 minute version of my branding talk delivered at WordCamp Brighton 2018. The practice of branding can be traced back to 50.000 years ago. The concept of marketing branding to 4000 BC. And with the (r)evolution brought forth by Internet and Social Media, today “we are all brands” and as such, we all need to be aware of how a brand is best managed. This talk is a primer on the origin and the evolution of the concept of branding, so to better understand and care for our brand(s), regardless of their being a company, a product or a personal one. The talk covers 3 aspects of the branding practice: clarification on terminology, an historical overview to frame the culture, and a “branding recipe” section to highlight the process and the key aspects of quality branding.

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WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” Hey there, Brighton!
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” communication & visual designer, strategist, creative director, writer, student, professor, coach, mentor, translator, photographer, brand builder
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” Today, I will (very very fast) go over 3 things with you:
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” 1 – what is a brand (and what isn’t)
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” 2 – how the concept of branding has evolved
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” 3 – my recipe to create and build your brand
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” Let’s get going!
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” BRAND≠LOGO
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” Just do it
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” Another example
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” A logo is the REPRESENTATION of a set of intangible values that set a company/product/entity apart from the rest.
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” The BRAND is *that* set of intangible values
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” Think of a logo as the 2-dimentional icon of a multidimensional experience (the brand)
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” A (very rapid) BRANDING HISTORY PRIMER
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” 1- OWNERSHIP
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” Yo!That’smine!
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” Lascaux Caves of Southern France
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” Ancient Egypt – 2700 BC
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” “brandr” Old Norse for “to burn”
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” 2 - ORIGIN & QUALITY
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” Imadethat!
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” 2000 B.C. Mesopotamia, Greece, India, etc. 2/3000 BC
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” China 2/3000 BC
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” 3 - IDENTIFICATION
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” Whichismine,now?
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” Nivea 1925Coca Cola 1899Campbell’s 1897
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” 1875: Trade Marks Registration Act a brand can now be owned, becoming a company asset
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” 4 - DIFFERENTIATION
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” Mine’sbetter!
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” The rising of Advertising
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” 1920s-1940s: Print & Radio
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” 1940s-1950s: Television
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” 1950s: UNIQUE SELLING PROPOSITION
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” 1960s: EMOTIONAL SELLING PROPOSITION
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” 1970s-1980s: brands as status-symbols
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” 1980s-1990s: from product to producer
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” 1990s-2010: if television was a game changer, Internet is a true revolution
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” 1995 Amazon 2001 20061997 Google 2004 2005 FaceBook WordPress LinkedIn YouTube Twitter 20102007 The game changers iPhone Instagram Pinterest iPad 2003 Wikipedia
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” In terms of branding, this has two major implications:
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” 1there’s nowhere to hide
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” 2we are all brands now
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” So we need to pay attention
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” branding has evolved:
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” branding has evolved: ownership
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” branding has evolved: ownership origin & quality
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” branding has evolved: ownership origin & quality identification
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” branding has evolved: ownership origin & quality identification differentiation
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” branding has evolved: ownership origin & quality identification differentiation company asset
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” branding has evolved: ownership origin & quality identification differentiation company asset status symbol
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” branding has evolved: ownership origin & quality identification differentiation company asset status symbol reputation
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” today your brand is your (kept) promise to your customer
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” Your brand is what other people say about you when you’re not in the room.
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” Your brand is what other people say about you when you’re not in the room.
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” but what about us small folks?
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” Should we build/manage our (personal or business) brand?
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” Should we build/manage our (personal or business) brand? And how?
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” My recipe
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” know thyself 1
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” know your customer 2
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” know your market 3
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” know the others 4
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” have (or get) a clear vision 5
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” values: have them, and stand by them 6
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” be strategic, have a plan 7
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” give your brand an (appropriate) personality 8
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” don’t skimp 9
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” 10 work hard, stay consistent, check often
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” 11 be mindful
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” And if your brand is a PERSONAL BRAND
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” steps 1-7 and rules 9 and 11 apply just the same
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” you ARE your brand, it should have YOUR personality8
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” opportunely curbed, but true to your true self
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” a brand is an organic, living, breathing being
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” It needs care and nurturing to grow and prosper
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” give it your best, love it, foster it, care for it
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” and if (when) you step on a poo
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” own it, apologize, fix it (as best as you can) and learn from it
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” get in touch zetaraffix@thesign.it @zetaraffix

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"From “it’s mine” to “it’s me”: how the concept of branding has evolved over the last 50.000 years"

  • 1. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
  • 2. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” Hey there, Brighton!
  • 3. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” communication & visual designer, strategist, creative director, writer, student, professor, coach, mentor, translator, photographer, brand builder
  • 4. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
  • 5. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” Today, I will (very very fast) go over 3 things with you:
  • 6. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” 1 – what is a brand (and what isn’t)
  • 7. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” 2 – how the concept of branding has evolved
  • 8. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” 3 – my recipe to create and build your brand
  • 9. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” Let’s get going!
  • 10. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
  • 11. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” BRAND≠LOGO
  • 12. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” Just do it
  • 13. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
  • 14. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
  • 15. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
  • 16. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
  • 17. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” Another example
  • 18. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
  • 19. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
  • 20. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
  • 21. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” A logo is the REPRESENTATION of a set of intangible values that set a company/product/entity apart from the rest.
  • 22. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” The BRAND is *that* set of intangible values
  • 23. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” Think of a logo as the 2-dimentional icon of a multidimensional experience (the brand)
  • 24. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” A (very rapid) BRANDING HISTORY PRIMER
  • 25. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” 1- OWNERSHIP
  • 26. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” Yo!That’smine!
  • 27. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” Lascaux Caves of Southern France
  • 28. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” Ancient Egypt – 2700 BC
  • 29. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” “brandr” Old Norse for “to burn”
  • 30. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” 2 - ORIGIN & QUALITY
  • 31. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” Imadethat!
  • 32. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” 2000 B.C. Mesopotamia, Greece, India, etc. 2/3000 BC
  • 33. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” China 2/3000 BC
  • 34. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
  • 35. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
  • 36. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
  • 37. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
  • 38. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” 3 - IDENTIFICATION
  • 39. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” Whichismine,now?
  • 40. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
  • 41. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” Nivea 1925Coca Cola 1899Campbell’s 1897
  • 42. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” 1875: Trade Marks Registration Act a brand can now be owned, becoming a company asset
  • 43. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” 4 - DIFFERENTIATION
  • 44. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” Mine’sbetter!
  • 45. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” The rising of Advertising
  • 46. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” 1920s-1940s: Print & Radio
  • 47. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” 1940s-1950s: Television
  • 48. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” 1950s: UNIQUE SELLING PROPOSITION
  • 49. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” 1960s: EMOTIONAL SELLING PROPOSITION
  • 50. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” 1970s-1980s: brands as status-symbols
  • 51. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” 1980s-1990s: from product to producer
  • 52. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” 1990s-2010: if television was a game changer, Internet is a true revolution
  • 53. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” 1995 Amazon 2001 20061997 Google 2004 2005 FaceBook WordPress LinkedIn YouTube Twitter 20102007 The game changers iPhone Instagram Pinterest iPad 2003 Wikipedia
  • 54. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” In terms of branding, this has two major implications:
  • 55. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” 1there’s nowhere to hide
  • 56. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” 2we are all brands now
  • 57. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” So we need to pay attention
  • 58. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” branding has evolved:
  • 59. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” branding has evolved: ownership
  • 60. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” branding has evolved: ownership origin & quality
  • 61. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” branding has evolved: ownership origin & quality identification
  • 62. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” branding has evolved: ownership origin & quality identification differentiation
  • 63. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” branding has evolved: ownership origin & quality identification differentiation company asset
  • 64. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” branding has evolved: ownership origin & quality identification differentiation company asset status symbol
  • 65. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” branding has evolved: ownership origin & quality identification differentiation company asset status symbol reputation
  • 66. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” today your brand is your (kept) promise to your customer
  • 67. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” Your brand is what other people say about you when you’re not in the room.
  • 68. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” Your brand is what other people say about you when you’re not in the room.
  • 69. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” but what about us small folks?
  • 70. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” Should we build/manage our (personal or business) brand?
  • 71. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” Should we build/manage our (personal or business) brand? And how?
  • 72. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” My recipe
  • 73. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” know thyself 1
  • 74. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” know your customer 2
  • 75. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” know your market 3
  • 76. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” know the others 4
  • 77. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” have (or get) a clear vision 5
  • 78. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” values: have them, and stand by them 6
  • 79. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” be strategic, have a plan 7
  • 80. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” give your brand an (appropriate) personality 8
  • 81. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” don’t skimp 9
  • 82. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” 10 work hard, stay consistent, check often
  • 83. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” 11 be mindful
  • 84. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” And if your brand is a PERSONAL BRAND
  • 85. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” steps 1-7 and rules 9 and 11 apply just the same
  • 86. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” you ARE your brand, it should have YOUR personality8
  • 87. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” opportunely curbed, but true to your true self
  • 88. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” a brand is an organic, living, breathing being
  • 89. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” It needs care and nurturing to grow and prosper
  • 90. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” give it your best, love it, foster it, care for it
  • 91. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” and if (when) you step on a poo
  • 92. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” own it, apologize, fix it (as best as you can) and learn from it
  • 93. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years”
  • 94. WordCamp Brighton – August 18,, 2018Raffaella Isidori “From «it’s mine» to «it’s me»: how the concept of branding has evolved over the last 50,000 years” get in touch zetaraffix@thesign.it @zetaraffix