Powered by
insights from Andrea Coville
This presentation consists of highlights
from the interview with Moe Abdou,
founder & host of 33voices®.
Andrea Coville
Andrea “Andy” Coville is CEO of Brodeur Part-
ners, one of the world’s top mid-sized commu-
nications agenc...
1
Gauge the relevance of your brand by its practicality
and social applicability,
but always make it personal.
2
These four intangible components will help measure
your relevance barometer:
2
These four intangible components will help measure
your relevance barometer:
Thinking -
Are you improving and/or simplif...
2
These four intangible components will help measure
your relevance barometer:
Sensory Appeal -
Does your product/service ...
2
These four intangible components will help measure
your relevance barometer:
Community -
Does being associated with your...
2
These four intangible components will help measure
your relevance barometer:
Values -
Are your values in alignment with ...
3
Refrain from making assumptions
about the behavior of your consumer.
Look for a few signs
that will signal your alignmen...
3
Refrain from making assumptions
about the behavior of your consumer.
Look for a few signs
that will signal your alignmen...
3
Refrain from making assumptions
about the behavior of your consumer.
Look for a few signs
that will signal your alignmen...
3
Refrain from making assumptions
about the behavior of your consumer.
Look for a few signs
that will signal your alignmen...
4
Deep insights about your customers
are more important than great ideas.
make relevance an everyday initiative.
5
The dimensions of relevance
are the combination of these three parts:
5
The dimensions of relevance
are the combination of these three parts:
Content -Do all aspects of your message resonate w...
5
The dimensions of relevance
are the combination of these three parts:
Context -Does your message resonate with the chang...
5
The dimensions of relevance
are the combination of these three parts:
Context -Does your message resonate with the chang...
5
The dimensions of relevance
are the combination of these three parts:
Contact -Are you humanizing and making your messag...
6
At times, changing behavior can mean staying the same.
Don’t let the allure of attracting new customers
alienate your be...
7
Make relevance an iterative process
and you’ll never stop testing newer ways
to identify and deliver your customer’s mos...
8
Narrow your focus to amplify your message.
Your customer is likely attracted to
one or two attributes of your product;
a...
9
Your company’s leading relevance indicator
is unique to your business.
don’t let the direction of your competitors diver...
10
The quickest route towards irrelevance is to stay the course.
test, learn and test again.
What are the leading indicators that
determine your level of relevance?
REALLY REFLECT...
Connect WITH US!
Tell us what you think
Chase@33voices.com
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How to Stay Ahead of the Competition | Andrea Coville

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Andrea "Andy" Coville is CEO of Brodeur Partners, one of the world's top mid-sized communications agencies. In a quest to bring more science and sensory -based insight to the creative process she developed and refined the concept of relevance, a strategic platform for helping organizations and their brands go beyond the "buzz" and link communications to behavioral change.
For 25 years she has executed high-performing relevance campaigns for organizations in the business-to-business, consumer products and healthcare markets. Her agency's extensive client roster has included the American Cancer Society, IBM, MasterCard, Corning, Phillips, RIM (Blackberry), Bio, Vertex, 3M and GE Plastics.
After joining Brodeur in 1986 and becoming CEO in 1999, Andy diversified Brodeur Partners from a public relations firm specializing in technology to a multidisciplinary communications agency focusing on full-service communications, digital strategies, social change and business consulting. During that process she oversaw the acquisition of companies that expanded the agency's portfolio in life science, policy, online strategy and branding.
Andy has a bachelor's degree in journalism and English literature from the University of New Hampshire. She is married to John Brodeur, co-founder of Brodeur Partners, is a mother of four children and has a passion for non-profits and social issues that advance the well-being of children. She serves on several non-profit boards and is an avid runner and outdoor sports enthusiast.

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How to Stay Ahead of the Competition | Andrea Coville

  1. 1. Powered by insights from Andrea Coville
  2. 2. This presentation consists of highlights from the interview with Moe Abdou, founder & host of 33voices®.
  3. 3. Andrea Coville Andrea “Andy” Coville is CEO of Brodeur Part- ners, one of the world’s top mid-sized commu- nications agencies. In a quest to bring more sci- ence and sensory -based insight to the creative process she developed and refined the concept of relevance, a strategic platform for helping organizations and their brands go beyond the “buzz” and link communications to behavioral change. For 25 years she has executed high-performing relevance campaigns for organizations in the business-to-business, consumer products and healthcare markets. Her agency’s extensive client roster has included the American Cancer Society, IBM, MasterCard, Corning, Phillips, RIM (Blackberry), Bio, Vertex, 3M and GE Plastics. @asdf
  4. 4. 1 Gauge the relevance of your brand by its practicality and social applicability, but always make it personal.
  5. 5. 2 These four intangible components will help measure your relevance barometer:
  6. 6. 2 These four intangible components will help measure your relevance barometer: Thinking - Are you improving and/or simplifying the life of your customer?
  7. 7. 2 These four intangible components will help measure your relevance barometer: Sensory Appeal - Does your product/service look and feel right to your customer?
  8. 8. 2 These four intangible components will help measure your relevance barometer: Community - Does being associated with your product make me feel better about myself?
  9. 9. 2 These four intangible components will help measure your relevance barometer: Values - Are your values in alignment with those of your preferred customer?
  10. 10. 3 Refrain from making assumptions about the behavior of your consumer. Look for a few signs that will signal your alignment with her needs:
  11. 11. 3 Refrain from making assumptions about the behavior of your consumer. Look for a few signs that will signal your alignment with her needs: An upward trend in word-of-mouth behavior
  12. 12. 3 Refrain from making assumptions about the behavior of your consumer. Look for a few signs that will signal your alignment with her needs: The social conversations validating your value
  13. 13. 3 Refrain from making assumptions about the behavior of your consumer. Look for a few signs that will signal your alignment with her needs: A community or movement emerging
  14. 14. 4 Deep insights about your customers are more important than great ideas. make relevance an everyday initiative.
  15. 15. 5 The dimensions of relevance are the combination of these three parts:
  16. 16. 5 The dimensions of relevance are the combination of these three parts: Content -Do all aspects of your message resonate with your customer?
  17. 17. 5 The dimensions of relevance are the combination of these three parts: Context -Does your message resonate with the changing circumstances of your audience?
  18. 18. 5 The dimensions of relevance are the combination of these three parts: Context -Does your message resonate with the changing circumstances of your audience?
  19. 19. 5 The dimensions of relevance are the combination of these three parts: Contact -Are you humanizing and making your message personal?
  20. 20. 6 At times, changing behavior can mean staying the same. Don’t let the allure of attracting new customers alienate your best customers.
  21. 21. 7 Make relevance an iterative process and you’ll never stop testing newer ways to identify and deliver your customer’s most aspired needs.
  22. 22. 8 Narrow your focus to amplify your message. Your customer is likely attracted to one or two attributes of your product; acknowledge it.
  23. 23. 9 Your company’s leading relevance indicator is unique to your business. don’t let the direction of your competitors divert your focus.
  24. 24. 10 The quickest route towards irrelevance is to stay the course. test, learn and test again.
  25. 25. What are the leading indicators that determine your level of relevance? REALLY REFLECT...
  26. 26. Connect WITH US! Tell us what you think Chase@33voices.com
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