Branding Types

Co-Branding | Digital Branding | Personal Branding | Cause Branding | Country Branding

Co-Branding – Partnering with another brand to achieve reach

Digital Branding – Web, Social media, search engine optimization, driving commerce on the web

Personal Branding –  the way an individual builds their reputation

Cause Branding –  aligning your brand with a charitable cause or corporate social responsibility

Country Branding –  Efforts to attract tourists and businesses.

Emotional Branding is a cocktail of anthropology, imagination, sensory experiences and visionary approach to change.


Brands: Solution or Problem

Why Solution:
Together we can do anything – brands are on the right side
Brands are part of the institution of selfishness
Major brands are driven by profits – and things that are good for the environment don’t make money
They help us get behind causes
The scale of brands mean they can work beyond  borders

Why Problem:
Short term thinking is an issue
They are disingenuous and create false status and identity
They manipulate and brainwash
Creating needs we don’t have

Branding Principles

First things first:

Brand is NOT a logo | Brand is NOT an identity | Brand is NOT a product
Brand is the impression of the company as a whole. Its not what YOU think it is, but its what THEY say it is.

Branding Principles defined by various creative agencies.

Landor Associates

  • Stand out
  • Stake your claim
  • Find the insight
  • Keep your promise
  • Get emotional
  • Begin at home
  • Own your media
  • Start a dialogue


  • Clarity
  • Commitment
  • Responsiveness
  • Protection
  • Relevance
  • Authenticity
  • Differentiation
  • Consistency
  • Presence
  • Understanding

Liquid Agency 

  • Differentiate
  • Collaborate
  • Innovate
  • Validate
  • Cultivate

Sustainable Brands ’13 Conference


Sustainable Brands® 7th annual community gathering took place June 3-6 in San Diego, CA. This year’s theme, “From Revolution to Renaissance” was focused on positive shifts currently taking place in business and society, as well as examples of purpose-driven brand innovation that are reinvigorating global and local economies.

Some notes from the conference: I will eventually put it all together in separate blog posts to make more sense of it. 

improvement, innovation, invention

failure leads to

if at first the idea is not absurd then there ill be no hope for it


Rainforest alliance

Authenticity vs attributes

Chocolate -> engage consumer/ where is it produced

We are part of something bigger

Keep the message simple -( follow the frog)

Spend shift movement

Brand attributes consumers found important:

homuor , authenticity engagement -sustainability can do it

5 common exec uses:

->consumer are not asking for it

->when we give them we don’t want it

->sustainability is boring/expensive/complicated

->might loose market share

->need to communicate about core attributes

key is identifying the opportunity and creating culture around it

creating demand for better world.

henieken – axe shower – follow the frog -clorox



Put people first–


Make friends

Use your words

Speak up

Raise your hand




8 bottles 1 jeans waste less lewis


Jonah sachs


Stories not yet told:

> positive future (but possible)

> Good life —

> corporates and citizens (Create new relationships between them)


Jonah sachs:

Masterful storytelling

tell you story in 45 secs:

surface of story

life is most enjoyable when you do something by not doing anyone any harm

Moral: Is the truth behind every communication

-stretch peoples knowledge

Moral of story is actually->Hidden underneath is the values

old style->lowest level value->

Maslow’s hierarchy of needs

NIKE- everything you need is already inside: perfection the need to master a practice through hard work.

Truth-think small, the need to tear down falsehood

Obama- wholeness needs to be a part of community

Simplicity-Story of stuff- need to find meaning behind

APPLE- uniqueness-need to express individually creativity

Dove Real beauty-Justice-need to resist the abuses of power

“Moral of the story”

“Values”-> perfection, wholeness, uniqueness, justice, simplicity

Values don’t alone make a story

The hero is not you, hero is your audience, is unlikely for the role, is dissatisfied with broken world,


The Hero

THe Mentor : Gandalf 😀

The mentor: Is your brand, gets the hero moving toward her dieting, makes change appealing, never makes change mandatory, is a real tangible person, fits a recognizable archetype


Jonah sachs compares the archetypes to the star wars figures because of the resemblance

The gift: Is the wildcard that makes the impossible possible , is something unique beautiful and entirely unexpected

TOMS: one for one program

OCCUPY: dramatic physical takeover

Coca-Cola- Joy


human brain has not changed

How brain works- > need freaks here,  Fill in stories with humanlike characters that break the patter of our expectations.

Cheats->stories teaches altruism

Tell stories people can instantly identify as their own. Give them easy entrance points

There are easy ways to start doing these things

Is your story a myth?

Explanations? Meaning? Story? Ritual?

Is your story strategic?

Is your story interesting enough? Freaks.cheats.familiars

BOOK: I am the origin of story

Storytelling workshop by Jonah Sachs