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Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
Brand Yourself!   Def
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Brand Yourself! Def

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How to build your reputation without paid publicity. Reclame zonder advertentie

How to build your reputation without paid publicity. Reclame zonder advertentie

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  • 1. Brand Yourself! Publicity without ads 8 May 2010 – Bob Vermeir Spring meeting of the Royal Belgian Society for Plastic Surgery
  • 2. Can Lucky Luke, René Magritte and Adolphe Sax save Belgium? 1.400.000 euro 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 2
  • 3. Bob Vermeir 2010 Editor & journalist VRT newsroom Communicationcoach & interviewtrainer 2007-2010 Coordinator crossmedia projects & institutional co-operation VRT Projectmanager Eén+ & Canvas+ (digital subchannels) 2006-2007 Projectmanager assigned to the general manager VRT-Television 2001-2006 Program manager Canvas (TV) 1991-2001 Editor & journalist VRT newsroom radio & television Freelance journalist newpapers & magazines 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 3
  • 4. Brands more than just a name and a logo
  • 5. A BRAND “A brand is a name, term, sign, symbol or design, or a combination of them which is intended to identify the goods or services of one seller of group of sellers and to differentiate them from those of competitors” Philip Kotler marketing guru Kellogg School of Management Chicago 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 5
  • 6. A BRAND “A brand is a name, term, sign, symbol or design, or a combination of them which is intended to identify the goods or services of one seller of group of sellers and to differentiate them from those of competitors” Philip Kotler marketing guru Kellogg School of Management Chicago 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 6
  • 7. A Brand name taste logo & font perception visuals emotion baseline feeling coulours looks product (be)longing place & price anxiety promotion values events ... ... Differentation 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 7
  • 8. A Brand Image PRODUCT SERVICE COMPANY PERSON Identity € Reputation 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 8
  • 9. Brand yourself! What’s a brand? How do I make myself a brand? Media, how do they work? Brand energizers The importance to fit 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 9
  • 10. What is A Brand ? Who you say you are? clothes, hair, make up, car, shoes, Who you are? holidays, home, ... name, age, address, gender, maritial Image status, ... Identity €? Reputation What others say you are? reliable, trustworthy, qualities, kind, soft/hard, open, approachable,... 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 10
  • 11. Identity 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 11
  • 12. What is A Brand ? Image Identity Reputation 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 12
  • 13. Britney 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 13
  • 14. The wives Gordon Brown David Cameron Nick Glegg 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 14
  • 15. The kids 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 15
  • 16. The kids 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 16
  • 17. Reception 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 17
  • 18. What is A Brand ? Image Identity Reputation 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 18
  • 19. Reputation De Standaard, 7 mei 2010 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 19
  • 20. Tara Reid 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 20
  • 21. Tara Reid 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 21
  • 22. What is A Brand ? Image Identity Reputation 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 22
  • 23. Brand yourself! What’s a brand? How do I make myself a brand? Media, how do they work? Brand energizers The importance to fit 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 23
  • 24. HOW DO I MAKE MYSELF a brand ? Case 1 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 24
  • 25. Justine Henin 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 25
  • 26. Justine Henin => Justine for kids 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 26
  • 27. HOW DO I MAKE MYSELF a brand ? Case 2 Specialist criminal law pleader in 23 assizes ⇒14x defendant ⇒of which 7x acquittal 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 27
  • 28. Books, Programs, blogs 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 28
  • 29. Books, Programs, blogs 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 29
  • 30. Books, Programs, blogs Focus on content : justice, justice&society Never private 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 30
  • 31. How do I make myself a brand? 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 31
  • 32. How do I make myself a brand? 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 32
  • 33. Tips & Tricks 1. focus ! 2. keep your privacy 3. target and target group 4. build relationships 5. engage yourself, learn, explore, … 6. participate 7. communicate 8. be creative (or hire someone who is) 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 33
  • 34. LinkedIn & Facebook 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 34
  • 35. Blog http://ilsemarien.com/ 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 35
  • 36. Blog www.fonsleroy.blogspot.com/ 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 36
  • 37. Twitter 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 37
  • 38. Brand yourself! What’s a brand? How do I make myself a brand? Media, how do they work? Brand energizers The importance to fit 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 38
  • 39. Media, how do they work? 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 39
  • 40. question? What are “andersglobalisten” ? Paul D’Hoore 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 40
  • 41. Beneficial effects of cyanide 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 41
  • 42. Dierickx vs Moerman Case 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Dierickx Brand yourself! - 42 Dierickx
  • 43. WHat is news? What is interesting? Current affairs Importance Aberrant What you have to know to Authority function in a What at least 1 democracy person doesn’t like to Interesting read in the newspaper New 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 43
  • 44. AUdience Auntie Maggie George, Maggie, Vanessa and Peter KISS 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 44
  • 45. “Everything you say can and will be used against you in a court of law." 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 45
  • 46. Do’s and don’ts 1. trust, reliance, confidence, credit, dependence, ... 2. 24/7 : the city never sleeps 3. never “no comment” Mercedes A 4. never lie, cheat, deceive, trick, mislead, ... 5. open, but not too open 6. 5 x W and 1 x H 7. focus : keep your target in mind 8. tell them stories : once upon a time 9. KISS bevruchting 10. Clear : don’t talk too fast/too much 11. Use “spoken language” Berlusconi 12. Use quotes Quotes 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 46
  • 47. Not too open 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 47
  • 48. Never lie 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 48
  • 49. Never lie Anderlecht 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 49
  • 50. Brand yourself! What’s a brand? How do I make myself a brand? Media, how do they work? Brand energizers The importance to fit 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 50
  • 51. Brand energizer 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 51
  • 52. Brand energizer “From time to time we put one under the ground again, so Haïti remains in the news” 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 52
  • 53. Brand energizer 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 53
  • 54. Brand energizer 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 54
  • 55. Brand energizer Make your own news 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 55
  • 56. Brand yourself! What’s a brand? How do I make myself a brand? Media, how do they work? Brand energizers The importance to fit 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 56
  • 57. The importance to fit 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 57
  • 58. Conclusion 1. 24/7 2. Comment 3. To lie 4. Open 5. About W’s and H’s 6. Target 7. Stories 8. KISS 9. Clear 10. Language 11. Quotes 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 58
  • 59. Q&A bob.vermeir@gmail.com http://be.linkedin.com/in/bobvermeir 8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 59
  • 60. Brand Yourself! Publicity without ads 8 May 2010 – Bob Vermeir Spring meeting of the Royal Belgian Society for Plastic Surgery

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