Professional Documents
Culture Documents
Marketing Yourself As A Brand &: Discovering Your Brand Persona
Marketing Yourself As A Brand &: Discovering Your Brand Persona
Jason Levine
Executive Director
David O’Higgins
Executive Creative Director
MEET HUNTER
(MY FORMER BOSS IN 1999)
WHAT MADE HUNTER, HUNTER?
HUNTER’S BRAND PERSONA
• GERMAN TECHNORATI
• HIP TREND SETTER
• SMART WITH PRECISION
1+1+1=0
MEET SAM
(MY FORMER BOSS IN 1992)
WHAT MADE SAM, SAM?
SAM’S BRAND PERSONA
• COMPUTER FLUENT
• LAID BACK
• KIND
0+0+0=0
WHERE DID THEY GO WRONG?
“I’ve never been particularly good at numbers, but I think I’ve done a reasonable job with
feelings. I’m convinced that it is feelings, and feelings alone, that account for the success of
the Virgin brand and all its myriad forms.”
-Richard Branson
BRAND IS NOT A
LOGO
BRAND IS NOT A
TAGLINE
BRAND IS NOT A
PRODUCT
BRAND IS A
RELATIONSHIP
Brand Experience Creates A Positive Emotional
Connectivity Between Business And Customer
“Whether you are a Mac person or a PC
person, even the briefest exposure to the
Apple logo may make you behave more
creatively, according to recent research
from Duke University”
http://www.dukenews.duke.edu/2008/03/apple_ibm.html
BRAND IS A PERCEPTION
IN THE MIND OF YOUR
CUSTOMER THAT IS
RELEVANT WITH
WHO YOU ARE AND
WHAT YOU DO
BRAND FACET ONE
HAVE A POINT
OF VIEW
Jet Blue = Anxiety Management
FINDING YOUR POINT OF VIEW:
jfs
The Circle of Giving
media group
C R E AT I N
m eGd i aB R
g rA
ouNp D S I G N I F I C A N C E