Talking Heads
Notes on Branding
I learn best when a topic reaches me not only on a professional, but also an emotional level. TED Talks are made for me: they are not only an entertaining pastime, but an endless source of interesting personalities, perspectives and questions – readily packaged in captivating storytelling.
TED Talks rarely offer concrete answers, but I don’t think they have to. Instead, they provide fresh food for thought – ideal for when I get stuck in my own head again.
I have summarised a few of my favourite talks here – along with some learnings I took away. The links below the paragraphs take you deeper into the respective speaker’s world of thought. I will of course add new discoveries – your hints are expressly welcome!
Benjamin Zander
As conductor of the Boston Philharmonic and one of the better-known interpreters of Mahler and Beethoven, many people associate Benjamin Zander with his almost childlike enthusiasm for classical music. This has earned him the nickname “oldest teenager in the world”. His pre-concert speeches are known for their wit and numerous anecdotes of interpersonal experiences. They reach a large audience that goes far beyond fans of classical music.
The conductor of an orchestra doesn´t make a sound. He depends for his power on his ability to make other people powerful.
Benjamin Zander
In his Ted Talk “The transformative power of classical music”, he reveals two of his central passions: classical music itself and his mission pass this passion on to others. His talk is a prime example of resonance – underscored by Chopin’s Prélude in E minor (opt. 28 No. 4).
Literature:
The Art of Possibility by Rosamund Stone Zander & Benjamin Zander
Passways to Posibility by Rosamund Stone Zander & Benjamin Zander
Weblinks:
How to live a life of possibility Interview with Benjamin Zander
Benjamin Zander Center official Website
Simon Sinek
What we do is always comparable to others. We are graphic designers, software developers, teachers or bank employees. But our central motivation – if we follow it – is not. It is an expression of a unique identity and the reason why we do what we do. Simon Sinek’s somewhat older TED talk illustrates why his simple model of the Golden Circle always begins with the same question: “Why?” And thus draws a blueprint for what constitutes effective leadership.
People don´t buy, what you do. They buy why you do it.
And what you do simply proves what you believe.
Simon Sinek
His approach is particularly interesting for brands. Because at the factual level, the level of information and argumentation, many companies and products are comparable, often even interchangeable. Using my own example, others also do branding – and they certainly do it well. What sets me apart from others is in the “how” and “why”: in the central motivation that not only explains my methods or attitudes, but also resonates with those who think in a similar way.
Sinek’s book, Start with Why, quickly became a bestseller and explains the model to managers, coaches, marketers and brand owners, using many examples of well-known people, projects and brands. In the companion handbook, Find Your Why, Sinek, along with management consultants David Mead and Peter Docker, present practical methods for uncovering the why of individuals or collectives and communicating it to the outside world as a tangible vision.
Literature:Start with Why by Simon SinekFind your Why by Simon Sinek, David Mead & Peter Docker
Talks:How to discover your Why in difficult times by Simon SinekWhy great Leaders make you feel safe by Simon Sinek
Renny Gleeson
Brand strategist Renny Gleeson helps companies and brands navigate new concepts such as viral marketing and social media. The aim is to create well-crafted moments that define brands – often referred to as the ‘brand experience’. The 404 page is a paradox. Suddenly, the user is ripped away from what’s expected. It immediately feels wrong: you are falling through a hole in the code.
That’s disappointing. But does it have to be?
A simple mistake can tell me what you are not,
or it can remind me why I love you.
Renny Gleeson
Brands live from the moments they create. Even the broken ones.
The 404 page in particular arouses immediate emotion in us; good brand communication also tries to do this (only in a positive way). Gleeson’s message: how we deal with mistakes says who we are.
The brand strategist takes us on an entertaining journey through the world of broken experiences – and demonstrates that the 404 page can also strengthen the relationship with the user instead of weakening it.
Talks:Our antisocial phone tricks by Renny Gleeson
Tim Leberecht
The days when a person or a company had absolute control over their reputation are over – if they existed at all. Online gossip and spins are an expression of a media landscape that is changing at a rapid pace:
From a static medium to a dynamic, interactive medium. This also poses a challenge for traditional brand management, as people’s reactions and interactions on social media channels are almost impossible to predict and even more difficult to control.
At the end of the day, as hyperconnectivity and transparency expose companies' behavior in broad daylight, staying true to their true selves is the only sustainable value proposition. Or as the ballet dancer Alonzo King said, 'What's interesting about you is you.'
Tim Leberecht
Marketer Tim Leberecht offers three suggestions to not only accept this loss of control, but embrace it. He sees it as an impetus for brands to refocus on what really defines them: their own identity, based on values and ideas. And their courage to deviate from the higher/faster/greater of our driven world.
Literature:Gegen die Diktatur der Gewinner by Tim Leberecht (German)The Business Romantic by Tim Leberecht
Links:10 brand stories from Tim Leberechts TED talk by Kate May4 ways to build a human company in the age of machines by Tim Leberecht
Pat Kelly
Not a TED talk. And yet it is: in this talk, self-proclaimed “thought leader” Pat Kelly explains what thought leadership is all about: how to talk with your hands, get standing ovations and inspire people – by saying nothing at all.
In 2009, I met another 'thought leader' and I asked him how he became a 'thought leader' and he said 'I don't know.' It was then that I knew I could be one too.
Pat Kelly
He delivers a hilarious satire of all the TEDs in the world – exposing the methods of the personalities we love to listen to because … yes, why actually? His presentation shows how we are at the mercy of signals such as gestures, facial expressions, tone of voice and volume. It would be frightening – if it weren’t so funny.
Florian Hämmerle
Author
Maria Savko
Illustration
behance