Episode 3: The Brand Wheel
In this episode we present our blueprint for a well-made brand- the Brand Wheel.
We also talk to Jennifer Neeley, a highly-regarded digital strategist and UCSD instructor in influence marketing.
CHECK OUT THE BRAND WHEEL HERE
-Eric talks about his controversial branding work for the city of Dearborn.
-9:00 the invention of the Brand Wheel
-9:46 Why the brand pyramid doesn’t really work for us.
-12:00 How the Brand Wheel supports a brand story.
-14:00 The center of the wheel is more fixed, the outer rings are tools that change constantly.
-16:00 interview with Jennifer Neeley:
The Fyre Festival catastrophe.
social networks are designed to reinforce your own thought bubble. “It’s the exact opposite of critical thinking.”
-Goals vs. objectives
-Awareness campaigns don’t get budgeted
-We don’t necessarily annual budgets like we used to, there’s more flexibility
-Are your metrics helping you?
-How we analyze metrics can change their meaning for us.
-Read the earnings reports
-Generational shifts in social media and why we need to understand them to connect.
33:00 Center- Brand Core
38:36 First Ring- The Three P’s: Positioning, Promise, and Personality
45:19 Second Ring- The Visual System, Naming, Tagline, Descriptor, Messaging, Back Story
48: Third Ring- Verbal Guidelines & Visual Guidelines
53:06 Fourth Ring- Touchpoints: experiences and communications
54:30 Who creates a brand? Whoever has the most skin in the game.
RESOURCES:
Positioning the Battle for your Mind, by Al Ries & Jack Trout
