Presentation of Cultural Brands (Young Fish Program)
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The presentation by Mònica Carbonell discusses cultural branding, emphasizing that a brand is built upon consumer perceptions and shared values rather than just logos and names. It highlights the importance of human-centered and culturally relevant branding strategies that resonate with consumers, positioning brands as movements that foster community and connection. Key steps in creating a cultural brand include category analysis, target analysis, defining company purpose, brand character, and brand idea.
![Culture!
!
Values, believes, behaviours, symbols [...] that have in
common members of a group.](https://image.slidesharecdn.com/presentationculturalbrandsmobcopia-150908170047-lva1-app6892/85/Presentation-of-Cultural-Brands-Young-Fish-Program-14-320.jpg)
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Presentation of Cultural Brands (Young Fish Program)
- 1. Cultural BrandsBrands that connect through shared values & purpose Presentation created by Mònica Carbonell (Sodabites' Founder & Director)
- 2. What is a brand?
- 3. Misconceptions! A name, a logo, packaging
- 4. “A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”! ! Seth Godin Seth Godin
- 6. PRESENTPAST Organization delivering messages and controlling image perceptions People interacting and defining your brand with you
- 7. Today a brand is not what the company says it is.! It is what people think it is.! !
- 8. To build a brand involves strategy & creativity ! it means defining “a way of being and communicating” that will affect all the touch points with the client.
- 9. Brand Touch Points ! ! ! Product or service (design, packaging…)! ! Point of sale (customer service, music, interior design…)! ! Communication On & OFF (Story telling)! ! Post Sales!
- 10. Differentiation! Integrity ! Consistency ! To add value (to consumer & society)! ! ! ! It is Key !
- 11. A brand is like a social movement its strength is based on creating a world people want to belong to.
- 12. Today brands need to be! human-centered.! ! To be connected to people! and what matters to them! ! be culturally relevant.!
- 13. Personality is to people what Culture ! is to a company
- 14. Culture! ! Values, believes, behaviours, symbols [...] that have in common members of a group.
- 16. How to create a Cultural Brand?! ! !
- 17. ! ! ! To understand our role in people’s lives and to create a common ground based in shared values.!
- 19. "If you can form a relationship with your customers based on shared values, that is the strongest possible bond you can form" Ben Cohen (Ben & Jerry’s Co-founder)
- 20. Let’s start the journey
- 21. Brand 1. Category Analysis 2. Target Analysis Analyse Define 3. Company 4. Purpose (Golden Circle) 5. Brand character 6. Brand idea
- 22. Inspiration
- 23. Inspiration
- 25. Inspiration
- 26. Thanks! ! ! C/ Bailén 11 08010 Barcelona PHONE : +34 669 880 069 t T @sodabites EMAIL : Mònica Carbonell [email protected] r www.sodabites.com http://linkd.in/1kBLMz2