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Branding for
Startups and Sith Lords
Take A Walk On The Dark Side
@DaveMcClure @500Startups 500.co
#LeadersParis April 2017
WARNING:
REALLY.
BAD. COLORS.
AND. FONTS.
COMIC SANS BITCHES!
Read Geoffrey Miller.

Sex + Evolution + Consumer Marketing = Awesome
More Great Shit. 

Psychology + Comics
[ Start + Heart ]
Startups are about PASSION.
NEGATIVE Emotion Examples
Fear, Anger, Sadness,
Pain, Pathetic, Pariah
POSITIVE Emotion Examples
Humor, Sex, Power,
Daredevils, Babies & Kittens
WTF is BRAND?
• Tell a STORY, Build a Storytelling Culture
• SINGLE element: Color, Animal, Number, Word
• UNIQUE Position...
Be Different.
• Take Risk Early. (U Have Nothing 2 Lose).
• Playing it Safe = Death.
• Pissing People Off is OK. (in fact,...
Stand 4 SOME-thing, 

or Stand 4 NO-thing.
• Be ICONIC.
• SINGLE word or emotion.
• Don’t be afraid 2b HATED.
• Don’t be a...
Stand 4 SOMEthing.
(or stand 4 NO-thing)
CHANGE.
POWER. BEY!
PEACE.
Tap Into
Humanity
• Fear: What u run from
• Sex: Who we love, lust 4
• Power: Ability 2 Control Ur World
• Family: Find Ur...
Be a Hero… or a Villain
(pro tip: Villians have more fun :)
• Who do u LOVE, Admire, Want 2 B?
• Who do u HATE, Despise, [...
picture > words.
• 1 awesome picture.
• 3 powerful words.
• 30 sec music or video.
• Less is more.
note: these slides are ...
When It Works, Double Down.
• If someone LOVES u, it’s working.
• If someone HATES u, it’s working.
• Once u get signal, t...
Always Be Yourself — but be your [SUPER] Self
• Start from the Heart.
• Be YOUrself. Be Authentic. Be Comfortable.
• But: ...
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Tap Into Humanity • Fear: Take a Walk on the Dark Side: Branding for Startups & Sith Lords

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Tap Into
Humanity
• Fear: What u run from
• Sex: Who we love, lust 4
• Power: Ability 2 Control Ur World
• Family: Find Ur Tribe.
• Anger: Fight 4 Ur Right [2 Party]

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Tap Into Humanity • Fear: What u run from • Sex: Who we love, lust 4 • Power: Ability 2 Control Ur World • Family: Find Ur Tribe. • Anger: Fight 4 Ur Right [2 Party]

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