But I waswrong. Let me explain you why.
So it wasrather easy. One product = one brand.
And the finalgoal was to increase the share of mind “Share of mind marketing is aimed at establishing a brand firmly in place as the first brand people in a market think of when they need what the brand offers.“
one product = onebrand = one USP Unique Selling Proposition : a short sentence to explain the value proposition of the brand. The perfect format for a TV Spot (30sec).
Without the brandmost people go for Pepsi. With the brand people go for Coca. Same for McDonald’s & Quick (“Nous c’est le goût“).
You have tofight for a community of loyal customers.
So they spreadyour voice, and tell the world you’re unique.
The worst thingthat could happen to Coca-Cola... is not intoxication, explosions of facilities, not even the lose of the recipe
The worst thingthat could happen to Coca-Cola... is collective amnesia.
A brand isthe way you talk. In your website, in your app, in your emails...
A brand isthe way you behave. In your website, in your app, in your emails...
Remember: a brandis representation & relationships. Not just communication. It’s also the way you behave (your product itself, your sales...)
And it’s upto you to build kick-ass representations & relationships.
Southwest: We are lowcost AirFrance: Making the sky best place on earth It’s the birthday of one passenger. What should the steward do? Southwest: Singing happy birthday is free and fun. Do it! Offering a birthday cake is great but expensive. Don’t do it! AirFrance: Singing happy birthday could disturb some passengers. Don’t do it! Offering a birthday cake is great. Passengers must feel delighted!
Instagram. You could pitch“a mobile app to share photos with friends“ OR “a way to share great memories to people that matters“ Restopolitan. (They offer a free meal in a restaurant.) You could pitch “50% discount“ (and you’re against Groupon and all the others) OR “a way to go more often in a restaurant, the place where you spend a magical time“
Did Michelin speakonly about tires? No. They knew they were much more. They were about traveling and discovering. Did Guiness speak only about beers? No. They knew they were much more. They were about having LOTS of fun.
“A brand patternis more than how a brand looks. It is coherent and consistency between how the brand acts, looks and responds over time“ “Brand should be iterative through interfaces and not just the consistency of a message.“ MarcShillum SXSW2012 http://www.brocooli.com/branding-marque-pattern/
Great brands havealmost always a slow launch. No media buying. Just tribal marketing. And sheer love. Nike & the ghettos. Redbull & Xtrem sports.
You need atrue crusade for the outside AND the inside That’s the strength of startups and the curse of the old brands. The name is already a crusade. And the competitors seem already guilty.
+ REFERRAL Getting usersto refer others -> Referral Acquisition -> Activation -> Retention -> Revenue
Acquisition -> Activation-> Retention -> Revenue 1. ACQUISITION You hear about Quora after your friends posts a question from Quora to Twitter -> Referral
Acquisition -> Activation-> Retention -> Revenue 2. ACTIVATION After reading the page you decide to create an account Acquisition -> Activation -> Retention -> Revenue -> Referral
Acquisition -> Activation-> Retention -> Revenue 3. RETENTION You get a weekly digest email with questions and links back to the site Acquisition -> Activation -> Retention -> Revenue -> Referral
Acquisition -> Activation-> Retention -> Revenue 3. RETENTION (bis) Once you’re back Quora encourages you to read related questions Acquisition -> Activation -> Retention -> Revenue -> Referral
4. REVENUE They don’tmake money (yet) Acquisition -> Activation -> Retention -> Revenue -> Referral
Acquisition -> Activation-> Retention -> Revenue + REFERRAL They encourage you to share interesting questions. And btw the referral is in the DNA of Quora. A question seeks answers. -> Referral
Acquisition -> Activation-> Retention -> Revenue You need to measure conversions at each steps Acquisition -> Activation -> Retention -> Revenue -> Referral
Acquisition -> Activation-> Retention -> Revenue You need to measure conversions at each steps Acquisition -> Activation -> Retention -> Revenue -> Referral
Acquisition -> Activation-> Retention -> Revenue Don’t focus on acquisition if your activation rate is 1% -> Referral
Mint has alanding page and blog post for nearly almost personal finance topic
Path texts thelink of the app to your phone. (Price per SMS via Twilio around $0.02)
Just send thecampaign one more time to those who didn’t open the mail changing JUST the title. Very effective & almost no churn.x2email open rate
Campinambulle made a kick-ass pageto increase the referal Download it free here and feel free to customize: https://github.com/traceoutdoor/campinambulle
Credits + goingfurther Branding: A must read - Broocoli: my blog! So Cult - Oasis: une marque pop : slideshow Kapferer - The New Strategic Brand Management: Buy the book! Mad Men - The Carousel: video and discussions with So Cult (Celina Barahona and Olivier Ravard), BETC Startup Lab (Clarisse Lacarrau), Brandcasterz (Florian Pittion-Rossillon), Brocooli (Mathieu Daix) and many more! Growth Hacking: Mattan Griffel - Most slides of the 2nd part & more: original slideshow Dave McClure - Startup Metrics for Pirates: video Andrew Chen - selected “growth hackers“: the list Tim Ferriss - How we raise $100,000 in 10 days: blog post and discussions with The Family (Oussama Amar), Fullsix (Anne Browaeys), Elaia Partners (Marie Ekeland, Sebastien Derhy, Samantha Jérusalmy) and many more! By Willy Braun General Manager of France Digitale, great association of VCs & tech entrepreneurs Feel free to drop me a mail: willy@francedigitale.org My book: