Last week we hosted the newest iteration of Deepspace at Bev's Wine Bar. The topic for September was Modern Brand Building and along with my presentation above, Adrian Ho and Dion Hughes each shared some excellent thinking.
Adrian delivered a great talk on the evolution of branding and posed some questions around what type of people we need to build strong brands today. Dion shared some thought-provoking views expanding upon his earlier posts regarding the idea of Manners for the Modern Brand™.
For a little background on my presentation, I made the unfortunate error of committing to a headline/topic before I ever considered what I'd want to say about Modern Brand Building. (We needed something to put on the Deepspace page for what the September topic would be.) Campaigning turned out not to be quite the right term for what I wanted to say, but I think it ended up working out alright for now.
It's certainly not a new thought (staying true to what your brand is really about), but one I thought needed to be brought back to light as more and more ways to communicate with people come forward and marketers can be tempted to dive into them before thinking through if it is the right thing for their brand/client's brand or not.
It's also something that has become an issue as Jon Steel noted with CMO turnover on the client side having increased and with every change of the guard, a change of the brand often ensues.
Anyway, would love to hear any thoughts, comments or criticisms. This is very much a work in progress