Branding

19 February 2014

Branding is so much more than just your logo. Learn how to go tribal, the origin story of “branding,” and some crazy tips for building buzz.

Transcript

>> You know, brand is not just your logo or
>> your website.
>> It’s so much more than that.
>> Yeah, I mean, it’s also which font you
>> use on your business cards.
>> And the color scheme of your home page.
>> Right, right, right.
>> And the t-shirt you wear.
[MUSIC]
>> Branding is, deeply tribal.
>> Deeply.
>> If you have a laptop that’s got an Apple
>> logo on it, I’m gonna know that we’re
>> alike.
>> Right.
>> You know, you’re also cool.
>> Yeah.
>> You.
>> And listen to NPR.
>> Yeah.
>> And are a failed artist.
>> In a coffee shop.

>> Working on a screen play.

>> Well, I grew up in a neopagan household,
>> worshiping Norse gods.
>> And a lot of people don’t know the word
>> brand comes
>> from the old Norse word, brandur, which
>> means to burn by fire.
>> Yeah, and when it comes to branding,
>> you gotta say, the Vikings really nailed
>> it.
>> That and nailed it.
>> I mean when you think of Scandinavians
>> who you
>> know rape and pillage and invade people,
>> who comes to mind?

>> Yeah,

>> yes, it’s true.
>> We’ve been in the news for lay offs and
>> for not having
>> any revenue and for hiring dwarfs to play
>> leprechauns at our conference.
>> I mean the number problem in the tech
>> world is not getting any attention.
>> So, really all those things are already a
>> win.
>> Good press, bad press, press,
>> attention.
>> Your brand needs a likable personality to
>> appeal to users.
>> That’s why I tell people Vooza is like
>> Ryan Gossling like, you know,
>> have a personality attached to the brand
>> so, you know people think of us.
>> They think we’re dark and mysterious.
>> And, you know, we’re a criminal but, you
>> know, we’re doing
>> it for the girl who lives next door who’s
>> got a kid.
>> And we’re not even having sex with her.
>> We just, you know, care about what
>> happens.
>> And.
>> That’s.
>> That’s.
>> We’re That’s just Drive.
>> That’s the, that is the plot to Drive.

>> It’s Vooza.
>> It’s the plot to Vooza.
>> But it, it’s also, that is also Drive.
>> I, I didn’t see that movie.
>> I saw it, I’ve seen it twice.
>> It’s just how I imagine Vooza to be.
>> But you’re always playing the
>> soundtrack.

>> That’s just some 80s synthesizer music
>> I like to listen to while I work.

>> What’s the name of that movie again, I
>> should check it out.
>> Drive.

>> Drive.
>> Let me put that on my Netflix queue.

>> So let’s do a little word association,
>> okay what
>> adjectives come to mind, when I name the
>> following companies?
>> Okay.
>> Apple.
>> Innovative.
>> Jeep.
>> Rugged.
>> Subway.
>> Weird bread.
>> Starbucks.
>> Pumpkin spice latte.
>> US Weekly.
>> Cellulite.
>> Goldmann Sachs.
>> Future husband.
>> IKEA.
>> Really good meatballs.
>> Psst
>> Hmm.
>> Yeah.
>> I don’t know.
>> Vooza
>> Clueless
>> Exactly.
>> That’s our brand.
[MUSIC].

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