Your SlideShare is downloading. ×
  • Like

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Now you can save presentations on your phone or tablet

Available for both IPhone and Android

Text the download link to your phone

Standard text messaging rates apply

How to Tell Your Brand's Story

  • 1,409 views
Published

Learn how to promote your business. This deck will give you the formula to create a perfectly simple brand positioning statement that will take your company to new heights. Slides taken from How to …

Learn how to promote your business. This deck will give you the formula to create a perfectly simple brand positioning statement that will take your company to new heights. Slides taken from How to Tell Your Brand's Story, a class taught by MIke Troiano at the Intelligent.ly Boston campus. Learn more from the experts by visiting http://intelligent.ly/learn

Published in Business , News & Politics
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
1,409
On SlideShare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
43
Comments
0
Likes
4

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. presentsHow to Tell YourBrand’s Story EffectivelyMIKE TROIANO@miketrap
  • 2. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.Agenda2
  • 3. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.Agenda6:00- The Approach2
  • 4. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.Agenda6:00- The Approach6:15 - Hands-OnWorkshop2
  • 5. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.Agenda6:00- The Approach6:15 - Hands-OnWorkshop6:45- Group Exercise2
  • 6. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.Agenda6:00- The Approach6:15 - Hands-OnWorkshop6:45- Group Exercise7:00- Class Exercise2
  • 7. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.Agenda6:00- The Approach6:15 - Hands-OnWorkshop6:45- Group Exercise7:00- Class Exercise7:30 - Fin.2
  • 8. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.©2012 @MIKETRAP. ALL RIGHTS RESERVED.The Startup Journey3passionatehypothesis
  • 9. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.©2012 @MIKETRAP. ALL RIGHTS RESERVED.sharedvisionThe Startup Journey3SELLING THE DREAMpassionatehypothesis
  • 10. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.©2012 @MIKETRAP. ALL RIGHTS RESERVED.provenopportunitysharedvisionThe Startup Journey3SELLING THE DREAMCONVICTION VS. FLEXIBILITYpassionatehypothesis
  • 11. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.©2012 @MIKETRAP. ALL RIGHTS RESERVED.raceto scaleprovenopportunitysharedvisionThe Startup Journey3SELLING THE DREAM DISCONTINUOUS CHANGECONVICTION VS. FLEXIBILITYpassionatehypothesis
  • 12. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.©2012 @MIKETRAP. ALL RIGHTS RESERVED.realbusinessraceto scaleprovenopportunitysharedvisionThe Startup Journey3SELLING THE DREAM DISCONTINUOUS CHANGERIDING THE ROCKETCONVICTION VS. FLEXIBILITYpassionatehypothesis
  • 13. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.Be Flexible Early2002
  • 14. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.Be Flexible Early“mobilemarketingmanagement”2002
  • 15. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.Be Flexible Early“mobilemarketingmanagement”2002“mobilemessagingmanagement”2004
  • 16. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.Be Flexible Early“mobilemarketingmanagement”“mobilemediamanagement”20062002“mobilemessagingmanagement”2004
  • 17. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.BUT… you’re betting your livelihood on a valueproposition you believe is significant.
  • 18. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.BUT… you’re betting your livelihood on a valueproposition you believe is significant.So you should write it down.
  • 19. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.elements of positioning
  • 20. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.elements of positioning• target – actionable universe of buyers
  • 21. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.elements of positioning• target – actionable universe of buyers• segment – key, predisposing attribute
  • 22. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.elements of positioning• target – actionable universe of buyers• segment – key, predisposing attribute• brand – a name you call yourself
  • 23. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.elements of positioning• target – actionable universe of buyers• segment – key, predisposing attribute• brand – a name you call yourself• category – a competitive frame for thebuyer
  • 24. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.elements of positioning• target – actionable universe of buyers• segment – key, predisposing attribute• brand – a name you call yourself• category – a competitive frame for thebuyer• distinction – what makes you unique
  • 25. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.elements of positioning• target – actionable universe of buyers• segment – key, predisposing attribute• brand – a name you call yourself• category – a competitive frame for thebuyer• distinction – what makes you unique• proof – perceived evidence of truth
  • 26. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.declare your hypothesisFor target who are segment,brand provides the category withdistinction because of proof.
  • 27. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.made-up examples
  • 28. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.made-up examples• For drivers who value automotive performance,BMW provides luxury vehicles that deliver joythrough German engineering.
  • 29. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.made-up examples• For drivers who value automotive performance,BMW provides luxury vehicles that deliver joythrough German engineering.• For people around the world, Coca-Cola is thesoft drink that is the real thing since 1886.
  • 30. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.made-up examples• For drivers who value automotive performance,BMW provides luxury vehicles that deliver joythrough German engineering.• For people around the world, Coca-Cola is thesoft drink that is the real thing since 1886.• For industrial manufacturers who are challengedto differentiate, BASF is the raw materialssupplier that makes products better throughengineering depth.
  • 31. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.Agenda6:00- The Approach6:15 - Hands-OnWorkshop6:45- Group Exercise7:00- Class Exercise7:30 - Fin.9
  • 32. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.30 Minutes:
  • 33. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.30 Minutes:• target – actionable universe of buyers
  • 34. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.30 Minutes:• target – actionable universe of buyers• segment – key, predisposing attribute
  • 35. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.30 Minutes:• target – actionable universe of buyers• segment – key, predisposing attribute• brand – a name you call yourself
  • 36. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.30 Minutes:• target – actionable universe of buyers• segment – key, predisposing attribute• brand – a name you call yourself• category – a competitive frame for thebuyer
  • 37. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.30 Minutes:• target – actionable universe of buyers• segment – key, predisposing attribute• brand – a name you call yourself• category – a competitive frame for thebuyer• distinction – what makes you unique
  • 38. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.30 Minutes:• target – actionable universe of buyers• segment – key, predisposing attribute• brand – a name you call yourself• category – a competitive frame for thebuyer• distinction – what makes you unique• proof – perceived evidence of truth
  • 39. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.Agenda6:00- The Approach6:15 - Hands-OnWorkshop6:45- Group Exercise7:00- Class Exercise7:30 - Fin.11
  • 40. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.15 Minutes12
  • 41. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.15 Minutes12Pair.
  • 42. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.15 Minutes12Pair. Pitch.
  • 43. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.15 Minutes12Pair. Pitch. Switch.
  • 44. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.Agenda6:00- The Approach6:15 - Hands-OnWorkshop6:45- Group Exercise7:00- Class Exercise7:30 - Fin.13
  • 45. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.3 x 10 Minutes14
  • 46. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.3 x 10 Minutes14
  • 47. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.Who’s got ‘em?15
  • 48. thank you.@miketrap
  • 49. Course TitleCourse TitleINSTRUCTOR NAME