Red Thread v5 DISTRIBUTION
Find
The Red Thread
© Tamsen Webster LLC 2017
© Tamsen Webster LLC 2017
© Tamsen Webster LLC 2017
Manchester.
Humphrey Chetham © Tamsen Webster LLC 2017
Richard Branson © Tamsen Webster LLC 2017
Build a better brand.
© Tamsen Webster LLC 2017
© Tamsen Webster LLC 2017
© Tamsen Webster LLC 2017
Brands create connections between customers and companies.
© Tamsen Webster LLC 2017
© Tamsen Webster LLC 2017
© Tamsen Webster LLC 2017
© Tamsen Webster LLC 2017
© Tamsen Webster LLC 2017
© Tamsen Webster LLC 2017
© Tamsen Webster LLC 2017
© Tamsen Webster LLC 2017
© Tamsen Webster LLC 2017
© Tamsen Webster LLC 2017
© Tamsen Webster LLC 2017
Branding creates…branding. Not brands.
© Tamsen Webster LLC 2017
Simplistic. © Tamsen Webster LLC 2017
Stuck. © Tamsen Webster LLC 2017
Separate.
Fix branding, fix the brand.
© Tamsen Webster LLC 2017
© Tamsen Webster LLC 2017
© Tamsen Webster LLC 2017
© Tamsen Webster LLC 2017
© Tamsen Webster LLC 2017
© Tamsen Webster LLC 2017
Branding is fatally flawed.
© Tamsen Webster LLC 2017
Branding closes the wrong gap.
© Tamsen Webster LLC 2017
Branding closes the gap between how people see us and how we want to be seen.
© Tamsen Webster LLC 2017
Branding = the message Brand = what manifests
© Tamsen Webster LLC 2017
The company. © Tamsen Webster LLC 2017
You can't solve a product problem with a marketing message.
© Tamsen Webster LLC 2017
The message & what manifests must make sense.
© Tamsen Webster LLC 2017
© Tamsen Webster LLC 2017
Nope. © Tamsen Webster LLC 2017
Dissonance is deadly. © Tamsen Webster LLC 2017
Resonance? © Tamsen Webster LLC 2017
© Tamsen Webster LLC 2017
The opposite of dissonance isn't resonance. It's consonance. © Tamsen Webster LLC 2017
Connection requires consonance.
© Tamsen Webster LLC 2017
© Tamsen Webster LLC 2017
Get in tune.
© Tamsen Webster LLC 2017
Marketing doesn't move people. Meaning does.
© Tamsen Webster LLC 2017
© Tamsen Webster LLC 2017
Meaning requires consonance.
© Tamsen Webster LLC 2017
© Tamsen Webster LLC 2017
The gap that matters is the one between how we want to be seen…and what we already are.
© Tamsen Webster LLC 2017
© Tamsen Webster LLC 2017 https://en.wikipedia.org/wiki/List_of_oldest_companies
What makes sense internally will always make sense externally.
© Tamsen Webster LLC 2017
"No good brands for bad companies."
No bad brands for good companies.
© Tamsen Webster LLC 2017
Close the meaning gap before the marketing one.
© Tamsen Webster LLC 2017
Meaning follows a universal, but unique, pattern.
© Tamsen Webster LLC 2017
The Red Thread.
Problem.
Problem. Change.
Idea. Problem. Change.
Goal. Problem.
Idea.
Change. Actions.
© Tamsen Webster LLC 2017
Goal. Problem.
Idea.
Change. Actions.
Credit: Alexis Lamster/Flickr
© Tamsen Webster LLC 2017
Goal. Problem.
Idea.
Change. Actions.
Credit: Alexis Lamster/Flickr
GOAL.
Idea.
Problem.
Actions.
Change.
© Tamsen Webster LLC 2017
Sound the notes you're playing.
© Tamsen Webster LLC 2017
© Tamsen Webster LLC 2017
Build a better brand.
© Tamsen Webster LLC 2017
Red Thread > Brand > Branding
© Tamsen Webster LLC 2017
Simplistic. © Tamsen Webster LLC 2017
Meaningful.
© Tamsen Webster LLC 2017
Stuck. © Tamsen Webster LLC 2017
Flexible.
© Tamsen Webster LLC 2017
Separate.
Title Text Consonant.
© Tamsen Webster LLC 2017
Find the Red Thread.
© Tamsen Webster LLC 2017
One more thing…
© Tamsen Webster LLC 2017
tamsenwebster.com/mu17
© Tamsen Webster LLC 2017
Humphrey Chetham © Tamsen Webster LLC 2017
"Quod tuum tene" © Tamsen Webster LLC 2017
What you have, hold.
© Tamsen Webster LLC 2017
© Tamsen Webster LLC 2017
© Tamsen Webster LLC 2017
© Tamsen Webster LLC 2017
Manchester.
Humphrey Chetham © Tamsen Webster LLC 2017
Richard Branson © Tamsen Webster LLC 2017
Build a better brand.
© Tamsen Webster LLC 2017
© Tamsen Webster LLC 2017
© Tamsen Webster LLC 2017
Brands create connections between customers and companies.
© Tamsen Webster LLC 2017
© Tamsen Webster LLC 2017
© Tamsen Webster LLC 2017
© Tamsen Webster LLC 2017
© Tamsen Webster LLC 2017
© Tamsen Webster LLC 2017
© Tamsen Webster LLC 2017
© Tamsen Webster LLC 2017
© Tamsen Webster LLC 2017
© Tamsen Webster LLC 2017
© Tamsen Webster LLC 2017
Branding creates…branding. Not brands.
© Tamsen Webster LLC 2017
Simplistic. © Tamsen Webster LLC 2017
Stuck. © Tamsen Webster LLC 2017
Separate.
Fix branding, fix the brand.
© Tamsen Webster LLC 2017
© Tamsen Webster LLC 2017
© Tamsen Webster LLC 2017
© Tamsen Webster LLC 2017
© Tamsen Webster LLC 2017
© Tamsen Webster LLC 2017
Branding is fatally flawed.
© Tamsen Webster LLC 2017
Branding closes the wrong gap.
© Tamsen Webster LLC 2017
Branding closes the gap between how people see us and how we want to be seen.
© Tamsen Webster LLC 2017
Branding = the message Brand = what manifests
© Tamsen Webster LLC 2017
The company. © Tamsen Webster LLC 2017
You can't solve a product problem with a marketing message.
© Tamsen Webster LLC 2017
The message & what manifests must make sense.
© Tamsen Webster LLC 2017
© Tamsen Webster LLC 2017
Nope. © Tamsen Webster LLC 2017
Dissonance is deadly. © Tamsen Webster LLC 2017
Resonance? © Tamsen Webster LLC 2017
© Tamsen Webster LLC 2017
The opposite of dissonance isn't resonance. It's consonance. © Tamsen Webster LLC 2017
Connection requires consonance.
© Tamsen Webster LLC 2017
© Tamsen Webster LLC 2017
Get in tune.
© Tamsen Webster LLC 2017
Marketing doesn't move people. Meaning does.
© Tamsen Webster LLC 2017
© Tamsen Webster LLC 2017
Meaning requires consonance.
© Tamsen Webster LLC 2017
© Tamsen Webster LLC 2017
The gap that matters is the one between how we want to be seen…and what we already are.
© Tamsen Webster LLC 2017
© Tamsen Webster LLC 2017 https://en.wikipedia.org/wiki/List_of_oldest_companies
What makes sense internally will always make sense externally.
© Tamsen Webster LLC 2017
"No good brands for bad companies."
No bad brands for good companies.
© Tamsen Webster LLC 2017
Close the meaning gap before the marketing one.
© Tamsen Webster LLC 2017
Meaning follows a universal, but unique, pattern.
© Tamsen Webster LLC 2017
The Red Thread.
Problem.
Problem. Change.
Idea. Problem. Change.
Goal. Problem.
Idea.
Change. Actions.
© Tamsen Webster LLC 2017
Goal. Problem.
Idea.
Change. Actions.
Credit: Alexis Lamster/Flickr
© Tamsen Webster LLC 2017
Goal. Problem.
Idea.
Change. Actions.
Credit: Alexis Lamster/Flickr
GOAL.
Idea.
Problem.
Actions.
Change.
© Tamsen Webster LLC 2017
Sound the notes you're playing.
© Tamsen Webster LLC 2017
© Tamsen Webster LLC 2017
Build a better brand.
© Tamsen Webster LLC 2017
Red Thread > Brand > Branding
© Tamsen Webster LLC 2017
Simplistic. © Tamsen Webster LLC 2017
Meaningful.
© Tamsen Webster LLC 2017
Stuck. © Tamsen Webster LLC 2017
Flexible.
© Tamsen Webster LLC 2017
Separate.
Title Text Consonant.
© Tamsen Webster LLC 2017
Find the Red Thread.
© Tamsen Webster LLC 2017
One more thing…
© Tamsen Webster LLC 2017
tamsenwebster.com/mu17
© Tamsen Webster LLC 2017
Humphrey Chetham © Tamsen Webster LLC 2017
"Quod tuum tene" © Tamsen Webster LLC 2017
What you have, hold.
© Tamsen Webster LLC 2017
