Ben Mack 05 Writer

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Ben Mack 05Writer
Poker Without Cards
Magic
User Imagery - Independent Thinker
The Pitch, Poker and the Public
23
Strong Bucky Flavor
Tools ActionableInsights
Blogs
Debunking consensus reality
Bucky
NaturalPhilosophy Shows
Mind Fucks Orgasms
Learn Real Magic
Dr. Hyatts Black Books IV V
EII
Triumphant Sensations of Discovery
23911420
Endorsement of Writers Artists
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Ben Mack 06Writer
Poker Without Cards
Magic
User Imagery - Independent Thinker
The Pitch, Poker and the Public
Mark Joyner Books
Strong Bucky Flavor
Tools ActionableInsights
Debunking consensus reality
Bucky
Learn Profitable Thinking
Creativity Lectures
Mind Fucks Orgasms
Think 2 Products Ahead
Triumphant Sensations of Discovery
Bill Hicks Book
Creativity Seminars
Endorsement of Business folks, Writers Artists
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LEGEND PLATFORM
Benefit
Benefit
Attributes
Brand Essence
Benefit
Benefit
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Dissecting a legendto build your story.
LegendaryBranding

• Hero
• Biography

Legend Platform
Story-Telling Plan
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Your products essence is the ? of your story.
Your essence is believable to the extentIt is
actually supported by Real benefits generated by
specific attributes.
?
Legend Platform
Essence
?
?
Benefits
Attributes
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Your products essence is the ? of your story.
Your essence is believable to the extentIt is
actually supported by Real benefits generated by
specific attributes.
?
Essence
Hero Biography
?
?
Benefits
Attributes
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Legends are composed ofDIFFERENT TYPES OF STORIES

• Rabbits
• Self referential
• Tend to support brands with which we are already
  familiar
• Objective of advertising is to keep brand
  top-of-mind
• When the media stops, these ads fade from mind
• Elephants
• External reference, relevant message even if not
  familiar with brand/product
• Carries a message that challenges the way we view
  a category or ourselves
• Tend to support challenger brands
• One impression may bust a paradigm

• Dogs
• Create a special universe where the rules of
  everyday life are somehow suspended
• Are stronger when they run as a pack, reinforcing
  the special universe
• Tend to support brands looking to more deeply
  bond with consumers
• Dragons
• Contain a superiority claim
• Similar to rabbit ads
• Self referential
• Tend to support familiar brands
• When the media stops, these messages fade from
  mind

Frank Louie
V.O. The fastest growing Japanese Car Company
in the U.S.
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Brands are stories.

• People like stories that reflect their values

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Legends are relevant to something we experience
in life.

• The truer we reflect our users values and
  aspirations
• The deeper we bond
• The stronger their brand preference
• The more products we sell

Core Personal Drivers
Core Product Attributes
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We retell stories that help us feel good about
ourselves.

• If we elevate our users to heroes, we elevate our
  brand to a legend
• By celebrating our consumers as heroes, we
  celebrate ourselves

Fuel for the Modern-DayAthletic Adventurer

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Holding your product makes thempart of your
story.

• Either we reflect people accurately
• Or we facilitate them to see a positive image of
  themselves

Im an athletic adventurer.
I like it when I think of myself as an
adventurer.
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Legend Platform What to Say

• Legend Platformis a one-page document that
• Captures the essence of the pinnacle relationship
  that exists in the mind and heart of consumers
• Tells you what memes to promote to foster more
  pinnacle relationships

PhysicalCharacteristic
Brand AccessoriesPhysical Attributes
Brand Relationship
Sensual Characteristic
Every communication of our brand should promote
these tones or experiences
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Legendary BrandingSMA concerted effort to
sustainable messaging
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WHAT IS A BRAND?

• You dont choose whether you want a brand- You
  can only choose how you manage it
• Brands are bigger than advertising
• Brands should not be confused with brand names or
  logos
• The logo and the brand name are physical
  manifestations of a brand, but they are not the
  brand they are accessories

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WHAT IS A BRAND?(Continued)

• Your brand is the cumulative story of your
  product, company and users
• Your brand is the origin of your legend
• It is the never changing, non-negotiable essence
  of the company from which your legend is born

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WHAT IS A LEGEND?

• Legends are a form of communication
• A single legend can have multiple stories, ala
  Paul Bunyan
• Legends are larger-than-life stories that
• Are told and retold
• Have a meaningful connection with an audience
• Grow stronger as they age

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HOW ARE LEGENDS CREATED?

• By dissecting legends we are able to better
  understand the elements from which they are
  constructed. And, therefore, how to construct
  them for our selves.

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DISSECTING A LEGEND

• Hero
• Biography

LEGEND
Legend Platform
Story-Telling Plan
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HERO BIOGRAPHY
I succeed when you succeed.

• Within every legend there must be a hero
• A character whose story is told
• Your customer is the hero of your storyyour
  product or service is what facilitates their
  heroic activities
• In identifying your hero biography, we are
  locating and defining the core essence of your
  brand

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BRAND EESENCE MODEL
Essence
Hero Biography
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MARLBORO BRAND EXAMPLE
Red White Packaging
Red Roof Graphic
User Imagery - Boldness Independence
Strength Flavor of Blend
Strong Flavor In Use
Sense Of Freedom Strength
Marlboro Man (cowboy)
Strength

Independence
American Imagery
Marlboro Country
Contemporary
Masculine
Brown Filter
Endorsement Of Male/Sports Activities
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LEGEND PLATFORM

• In addition to having a hero, most legends are
  know to have morals or lessons which the audience
  is left with after the telling
• In creating your Legend Platform we are
  identifying the the core emotional links that
  your brand makes with its target audience
• From there we can build from your brand essence
  to create your brand promise

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Each product should be an expression ofyour
brand essence
Overarching Brand
Products are extensions of a brand
Product Sub-brand
Product Sub-brand
Product Sub-brand
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BRAND PREFERENCE

• Brand Rational Emotional
• Brand Market Positioning Statement Personality

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BRAND SEQUENCING BOARD

• Brand Sequencing Board, a platform that captures
  the essence of the pinnacle relationship that
  exists in the minds and hearts of patrons

PhysicalCharacteristic
Brand Sequence
Brand Touches
Brand Promise
Sensual Characteristic
Every element of our brand must promote these
tones or experiences
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CORPORATE RESULTS

• Your Brand Sequence Board communicates your brand
  essence in such a way that
• Communications have emotional objectives
• Advertising, packaging and collateral have a
  unified vision to build
• Teammates know what they are working towards
• Employees have a tool that teaches and reinforces
  best-practices by showing a big picture vision of
  the consumers experience

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BUILDING YOURBRAND SEQUENCING BOARD

• Brand Sequence Board is begun by mind mapping
  core constituents and laddering to emotional
  benefits of product/service attributes

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BUILDING YOURBRAND SEQUENCING BOARD

• Visions must be crafted to be feasible
• Visions must be crafted to be viewable by most
  anyone
• Visions require upper management ownership and
  commitment or they risk becoming puffery

Revise/Recreate with management
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HERES AN EXAMPLE
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Sea Ratswww.ThatPirateGame.com
Website
Instructions
Masquerading
Treasure
Conquering
Pillaging
Pirate Lore
Carousing
Cohorts
Roll-Playing
Email Updates
Adventure
Swagger
Game Play
Becoming Mates
Historic Ports
Board Pieces
Playing Board
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