Entrepreneur's Guide to the Lean Brand: How Brand Innovation Transforms Organizations, Discovers New Value and Creates Passionate Customers (Jeremiah Gardner and Brant Cooper, 2014)

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  • Brand ecosystem
    • Branding
      • Intentional branding
      • Unintentional branding
    • Brand development
      • Brand-formation
      • Brand-growth
      • Brand-management
    • Lean brand
  • Value ecosystem: everything is interconnected
    • Product
    • Culture
    • Brand
  • Brandism (myths)
    • Product belief: the best product will create the best brand.
    • Rite of passage belief: to deal with a brand only when business grows.
    • Silo belief: the marketing team will take care of this.
    • Creativity belief: need creativity to create branding.
    • Control belief: I define my brand.
    • Lottery belief: successful brand will suddenly come.
    • Emulation belief: resemble the model company’s brand.
    • Design belief: the graphic team will create the brand.
  • Brand = brand promise + mission + vision + values + positioning + attributes + personality + logo + identity system
  • Lean brand framework
    • Assumption
      • Audience discovery
      • Idea generation / synthesis
      • Leap of faith assumptions
      • Emotional-value hypothesis
    • Hypothesis gap
    • Minimum viable brand (MVB)
      • Build-measure-learn feedback loop
      • Viability experiments
      • Validated learning
      • Preserve or iterate
    • Validation gap
    • Product/market/brand (PMB) fit
      • Emotional-value validation
      • Functional-value validation
      • Audience validation
      • Demonstrated business growth
      • MVB to brand platform
    • Growth gap
    • Growth
    • Grow your audience
    • Grow your reach
    • Grow your culture
    • Continuous iteration
    • Expand memory structures
  • Sandwich was invented by Earl Sandwich when he was into marathon poker and does not want to dirty his hands.
  • Based on the transactions in the marketplace, if you don’t know the value you are creating and for whom, test the market.
  • Imposter judo experiment: gather feedback by using your competitors’ product.
  • Smoke test: validate emotional-value, e.g. who is tired of this commercial as we are too! Email us for more information.
  • Start with a background story, next is the value to the consumer, third is the style.
  • The value lens: a F-22 Raptor cost over $150m and each pound is almost $4k, if it crashes and the fragments will never reach this price.
  • Value stream
    • Acquisition
      • Aware
    • Funnel
      • Intrigued
      • Trusting
    • Conversion
      • Convinced
    • MVP
      • Hopeful
      • Satisfied
    • Growth engine
      • Passionate


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