The future of branding
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Only the brave survive The document discusses how brands need to be brave instead of bland in the digital world. It argues that branding is about creating meaningful connections between brands and people by standing for something significant. Additionally, it states that modern branding is less about a brand's external image and more about telling the right stories to engage customers and allow them to become part of a brand's culture. Finally, it asserts that building the best future brands requires customer centricity, a layered visual identity, iconic design, inspiration, craftsmanship, and brand clarity.
The future of branding
- 1. Only the brave survive Duval Branding for #BAS1617 by @maartenvherck
- 2. How brands have to be brave instead of bland in a digital world
- 3. 1. What is branding?
- 4. You dont own a brand, its what people think, feel and say it is.
- 5. A brand has to mean something: signi鍖cance is key
- 6. Branding creates meaningful connections between brands and people
- 7. Enabling relationships between customers, creating a community
- 9. So as a brand you have to stand for something: why are we here?
- 10. Branding advertising Branding design Branding = better business
- 11. 2. The future of branding
- 12. The brand-centric control model of a distant, inauthentic and controllable external brand image is anachronistic.
- 13. These days, you as a company can send out cues, but the customer creates meaning and chooses whether to engage or not.
- 14. Its all about telling the right stories to the right people in the right ways, and giving them the tools to become part of a brands culture and spread the word.
- 15. What makes the brand worthy enough? Start with context
- 16. The true versus the new
- 19. Beyond the customer: ecosystem of stakeholders and own employees
- 20. Beyond the customer: your employees are your top brand ambassadors
- 21. Brands are like a relationship: You need to stay interesting and meaningful
- 22. BRAVERY IS KEY
- 24. 3. Building tomorrows best brands
- 25. Modern brands are cultures.
- 27. How do you build tomorrows best brand? customer centricity Layered visual identity What to do? Iconic design Inspire Craftsmanship Brand clarity
- 28. Sorry for the long presentation Heres a potato