In Brand We Trust
John Lawson
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john@colderice.com
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"If you as a company tell me that
you have a brand name, I'm going
to ask you a question:
“Do you have the power to charge
a higher price for the same
product?”
"If your answer is no, I don't think
you have a brand. You may think
you do, but I don't think your
brand has any value."
Aswath Damodaran is a Professor of Finance
at the Stern School of Business at New York
University,
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5 Branding Lessons from Dr. Dre
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Stay In Your Lane
1
Do not overwhelm me with nothingness
Feed Your Fans
Random acts of kindness are a powerful influence
Build Social Currency
Develop social currency and use it to enhance brand equity
Tie Identity to the Brand
3
4
Engagement and the total experience
Be Consistent
5
Persistance pays
Get the book: bit.ly/KASCbook
2
Contact John: john@colderice.com
Stay In Your Lane
1
Do not overwhelm me with nothingness
Feed Your Fans
Random acts of kindness are a powerful influence
Build Social Currency
Develop social currency and use it to enhance brand equity
Tie Identity to the Brand
3
4
Engagement and the total experience
Be Consistent
5
Persistance pays
Get the book: bit.ly/KASCbook
2
Contact John: john@colderice.com
Recognize Your Core
Genius
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Contact John: john@colderice.com
Beats by Dre
While other tech was getting better, phones
smarter, tv’s higher def, music was getting
sub par with cheap headphones and
earbuds.
Founded by Dr. Dre and Jimmy Iovine
64% of the $100 and up headphone
market
New way to think about marketing music
“They” said the marketplace would never
support a $300 headphone in 2008 when
launched
Headset market was/is driven by
smartphones and tablets adoption
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Contact John: john@colderice.com
When you stay in your own lane
there is NO TRAFFIC
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Contact John: john@colderice.com
Stay In Your Lane
1
Do not overwhelm me with nothingness
Feed Your Fans
Random acts of kindness are a powerful influence
Build Social Currency
Develop social currency and use it to enhance brand equity
Tie Identity to the Brand
3
4
Engagement and the total experience
Be Consistent
5
Persistance pays
Get the book: bit.ly/KASCbook
2
Contact John: john@colderice.com
Measured Speed of Social
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Give Them What They
Want
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Build Your Tribe!
Powerful strategy today is to
create a branded term for your
employees and customers.
Link it back the core of the brand
Promote the exclusive tribe
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Contact John: john@colderice.com
Join over 4,000 ecommerce
professionals FREE on
TheEcommerceGroup.org
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Brand Your Tribe
Powerful strategy today is
to create a branded term
for your employees and
customers.
Link it back the core of the
brand
Promote the exclusive
tribe
Get the book: bit.ly/KASCbook
Contact John: john@colderice.com
Brand Your Customers
Fanilows - Barry Manilow
Beliebers - Justin Bieber
Little Monsters - Lady Gaga
Parrot Heads - Jimmy Buffett
Katy-Kats - Katy Perry
Barbies - Nicki Minaj
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www.youtube.com/watch?v=g1VwnS3OfrY
Value of a tribe…
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Net Results…
Debut at #1 on Billboard charts
Sold 828,773 in the first 3 days
Fastest selling album in the
history of iTunes
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Rewards Rock!
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Get the book: bit.ly/KASCbook
Contact John: john@colderice.com
Stay In Your Lane
1
Do not overwhelm me with nothingness
Feed Your Fans
Random acts of kindness are a powerful influence
Build Social Currency
Develop social currency and use it to enhance brand equity
Tie Identity to the Brand
3
4
Engagement and the total experience
Be Consistent
5
Persistance pays
Get the book: bit.ly/KASCbook
2
Contact John: john@colderice.com
Powerful influence
Unexpected sparks emotion
Law of Reciprocity
WOW
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Be An Opportunist
It’s really good thing, especially when they haven’t been
paid to wear them
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Contact John: john@colderice.com
Get the book: bit.ly/KASCbook
Contact John: john@colderice.com
Get the book: bit.ly/KASCbook
Contact John: john@colderice.com
Get the book: bit.ly/KASCbook
Contact John: john@colderice.com
Stay In Your Lane
1
Do not overwhelm me with nothingness
Feed Your Fans
Random acts of kindness are a powerful influence
Build Social Currency
Develop social currency and use it to enhance brand equity
Tie Identity to the Brand
3
4
Engagement and the total experience
Be Consistent
5
Persistance pays
Get the book: bit.ly/KASCbook
2
Contact John: john@colderice.com
There Is No Substitute
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Influencer Endorsements
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Influencer Endorsements
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But My Product Is Boring…
That’s YOUR fault! Do something about it.
That is an opportunity not a negative
Make it fun and I will remember you.
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Contact John: john@colderice.com
www.youtube.com/watch?v=RRDSj62tlvQ
“Paper is Necessary” - Le Trefle
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Contact John: john@colderice.com
Stay In Your Lane
1
Do not overwhelm me with nothingness
Feed Your Fans
Random acts of kindness are a powerful influence
Build Social Currency
Develop social currency and use it to enhance brand equity
Tie Identity to the Brand
3
4
Engagement and the total experience
Be Consistent
Everyday and every way, you are building your brand
Get the book: bit.ly/KASCbook
2
Contact John: john@colderice.com
5
Get the book: bit.ly/KASCbook
Contact John: john@colderice.com
The Beats Story…
Launched in the WORST
economy in decades
Before the legacy brands even
know what was happening Beats
filled a void
Supplied headphones to 19
countries including US, Brazil,
China, Germany, Russia during
Olympics
2 things that made it work,
celebrity cachet and sleek
design
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Contact John: john@colderice.com
The Beats Story…
Premium headphones were
3% of market overall in US in
2010 today its 7%
Beats owns 43% of premium
headphone market
A fashion accessory as much
as a listening device
Wearing them says
something: music is
important, I am cool, I got
swag factor.
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Contact John: john@colderice.com
Beats to Apple - $3 Billion
2.6 billion cash to Dr.
Dre and Jimmy Iovine
$400 Million in Apple
stock
Big time jobs with
Apple Inc.
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Contact John: john@colderice.com
Key Takeaway…
Brand value is an
asset that every
business should work
continually to build.
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Give me some!
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@ColderICE
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•
FULL List of 60 Kick Ass
Action Phrases for
marketing
•
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