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Lean Branding for Startups Lean UX NYC 2013

Adrian Howard (@adrianh) quietstars.com


What is brand?


name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers - American Marketing Association Dictionary


If you are not a brand, you are a commodity. - Philip Kotler


Brand is what people say about you after you have left the room. - Dharmesh Shah


A logo derives its meaning from the quality of the thing it symbolizes, not the other way around. - Paul Rand


A brand is not what we say it is, but what they say it is. - Marty Neumeier


A logo derives its meaning from the quality of the thing it symbolizes, not the other way around. - Paul Rand A brand is not what we say it is, but what they say it is. - Marty Neumeier


Brand creation?


Core Identity, Brand Strategy, Brand Custodian, Brand Architecture, Extended Identity, Promise, Channel Planning, Brand Guardian, Opportunity Assessment, blah, blah, blah, etc.


Our business is infested with idiots who try to impress by using pretentious jargon. - David Ogilvy


External Agencies


Expensive


One-off


Opaque


Late


Never Wrong


The Lean Startup Minimal Viable Product, Product/Market Fit, Customer Development, Build-Model-Learn, Hypothesis & Experiments, Pivot, Innovation Accounting, AARRR, blah, blah, blah, etc.


Our business is infested with idiots who try to impress by using pretentious jargon. - David Ogilvy


The Lean Startup


Product certainty

Market certainty


Product certainty

Market certainty


Product certainty

Market certainty


Product certainty

WTF

Market certainty


Product certainty

WTF

Build it and they will come!

Market certainty


You know, for kids!

Product certainty

WTF

Build it and they will come!

Market certainty


You know, for kids!

$

Product certainty

WTF

Build it and they will come!

Market certainty


Product certainty

Market certainty


Product certainty

Market certainty


Product certainty

Market certainty


Internal


Cheap


Continual


Transparent


Early


Often wrong


Lean Startup = Brand Discovery


“Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.� - David Ogilvy


A logo derives its meaning from the quality of the thing it symbolizes, not the other way around. - Paul Rand A brand is not what we say it is, but what they say it is. - Marty Neumeier


Great Brand = Product/Market Fit


Rebrand = Kind of pivot


Branding ≠Bullshit


Bring branding into the Lean fold


Thank You @adrianh quietstars.com adrianh@quietstars.com

Lean branding  
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