Lean Branding: Creating Dynamic Brands to Generate Conversion (Laura Busche, 2014)

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  • If you are not a brand, you are a commodity. Phillip Kolter.
  • If you don’t know what you are aiming for, metrics will tell you nothing.
  • “What is in for me?”
  • Chameleon brand.
    • Test assumptions & adapts.
    • Lean, willing to innovate.
    • Agile, moving around is natural.
    • Camouflage to survive.
  • Dinosaur brand.
    • Know-it-all.
    • Bloated, big fan or tradition.
    • Slow reactions, too heavy to move.
    • Scare off everyone else to survive.
  • Brand recipe
    • Story
      1. Name
      2. Positioning statement
      3. Promise
      4. Personas
      5. Product experience
      6. Personality
      7. Pricing
    • Symbols
      1. Logo
      2. Color palette
      3. Typography
      4. Imagery
      5. Stationery: the business card
      6. Collateral: one-sheet
      7. Slide deck
    • Strategy
      1. Social media marketing
      2. Landing page
      3. Search engine optimisation
      4. Paid advertising
      5. Email list
      6. Marketing video
      7. Public relations
      8. Content marketing: blogging
      9. Point of purchase optimisation
      10. Review systems
      11. Partnerships
  • Pricing
    • Cost-based pricing
    • Value-based pricing
    • Competition-based pricing
    • Penetration pricing
    • Skimming or “creaming” price strategy
    • Freemium
    • Premium pricing
    • Psychological pricing
  • Brand storyboard
    • Once upon a time
    • He/she always
    • But always had a problem
    • He/she tried to solve it
    • But he/she wished that
    • Until one day
    • Unlike his/her solution, this
    • His/her wish came true, to


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