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Branding Fitness : Bring Back the Gut!

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by

Tanner Bell

on 29 March 2016

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Transcript of Branding Fitness : Bring Back the Gut!

BRANDING FITNESS
BRANDING FITNESS
PRANDING TAKEAWAY #1
PRANDING TAKEAWAY #2
LOGO
Josh Cox
Lesley Paterson
BRING BACK THE GUT!
MY STORY - 1985
Great River Relay
Relay Del Sol
Northwest Passage Relay
PRANDING = PRETEND BRANDING
I like
this logo!
I like that logo!
That one rocks!
Blah Blah Blah Blah Blah Blah
A Brand is not a logo!
PRODUCT
A brand is not a product!
IDENTITY
IDENTITY
A brand is not an identity!
WHAT IS A BRAND
A brand is a person's gut feeling about a product, service, or organization.
MY STORY
Bad Logo
Weak Identity
Marketing Agency
DIFFERENTIATE
THE GOAL
CHARISMATIC BRAND
Any product, service, or organization for which people believe there’s no substitute.
THE FOCUS TEST
1. Who are you?

2. What are you?

3. Why does it matter?
1. WHO ARE YOU?
2. WHAT ARE YOU?
3. WHY DOES IT MATTER?
The
Happiest
5k on the Planet.
The Color Run creates a
positive
forum where runners can
celebrate
fitness, being
together
, and the
beauty of life
itself.
In the sea of competitive races, The Color Run provides a unique
non-competitive
and
non-threatening
forum for fitness,
expression
, and
memory making
.
1. WHO ARE YOU?
2. WHAT ARE YOU?
3. WHY DOES IT MATTER?
A
purpose-driven

health
and
fitness
organization that
inspires
people of all
ages and abilities
to lead
healthier
and
more active
lifestyles through
running
and
walking
.
With our
world-class
events and
educational programs
, we play a
leadership role
in keeping people moving forward and are a catalyst to
feeling good
.
We instill self-confidence in the lives of
youth
and
creating healthier individuals
,
family members
and more
productive employees
. We provide a platform for people to
set and achieve their goals
in addition to
celebrating

their accomplishments
along the way.
1. WHO ARE YOU?
2. WHAT ARE YOU?
3. WHY DOES IT MATTER?
Ragnar was a king and hero of early 9th century Scandinavia. He was a
conqueror
,
wanderer
, and a
wild man
. The tough, fearless, and
free-spirited
attributes of the Norse king are shared by recent Ragnars, as well. In much the same way, the Ragnar Relay brand conveys the
freedom
to
roam
, to
explore
, to
lead
, a
free-spirited
desire to get out there and experience an outdoor adventure
with friends
. And maybe even to
conquer
.
We enable people to
connect
,
conquer
and
celebrate
through
epic overnight
adventures.
We make life more awesome
. We
deepen relationships
and
strengthen communities
, participant
health
and
wellness
, and the
world of endurance sports
.
COMMIT
Everyone must commit.

Your brand must inform every decision you make.
MY STORY
HOW DO YOU KNOW WHEN YOU HAVE A CHARISMATIC BRAND?
BRAND IDENTITY
What you say it is
BRAND IMAGE
What they say it is
CHARISMATIC
BRAND
TOUCH POINTS
2004
2006
typos in email
product is confusing
employee writes
heartfelt letter
snarky facebook
message
website is clunky
founder gives a terrible presentation at RUSA
1. Three
P
randing Takeaways
2. What is a Brand
3. Our Branding Process
Differentiation
The Focus Test
Commit
Align Touch Points
4. Charismatic Brand

customers expect discounts
voicemail is boring
no post
race survey
BRAND
A touch point is any encounter where a stakeholder engages with your business.
1. Too many choices too little time
IT'S ABOUT CREATING A TRIBE
FINAL THOUGHTS
You don't need
You do need
“It's really hard to design products by focus groups. A lot of times, people don't know what they want until you show it to them.”
- Steve Jobs
Running USA - 2007
1. Take the focus test

2. Share!
DIFFERENTIATE
2. Most races have similar qualities and features.
DIFFERENTIATE
What was the last race you ran?
We tend to base our buying
choices on trust.
DIFFERENTIATE
You can't be the best at everything



It has to be more than a gimmick
BE THE BEST AT SOMETHING
PRANDING TAKEAWAY #3
Tanner Bell
facebook.com/tannersbell
tinyurl.com/rusabranding
tanner@ragnarrelay.com
twitter.com/dontwasteyourtimeidontkeepituptodateliketheother79%ofpeopleoutthere
Full transcript