NECINA Branding & Messaging Meetup
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NECINA Branding & Messaging Meetup

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Slides from my talk at the NECINA Marketing Workshop on Branding & Messaging - January 18, 2014 ...

Slides from my talk at the NECINA Marketing Workshop on Branding & Messaging - January 18, 2014

Session Description: Branding is the essence of marketing. A good brand makes marketing and selling much easier. What makes a good branding strategy? How can you tailor your marketing messages for your brand? And how to make your brand known by your customers? We will discuss about this topics in our next meetup session. Learn more about NECINA's Marketing Workshop Series: http://marketingworkshop.eventdove.com/c/2617/m/5905

Learn more about NECINA: http://necina.org/

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NECINA Branding & Messaging Meetup NECINA Branding & Messaging Meetup Presentation Transcript

  • Brand Marketing & Messaging @JamiePappas Director, Global Brand Communications & Social Media @Akamai Technologies NECINA Marketing Workshop, January 2014
  • @NECINAOrg | @JamiePappas A  liLle  about  me  before  we  get  started…   I  have  been  focused  on  marke2ng  for  15  years,  digital   marke2ng  for  >10  years  and  social  media,  e2.0  and  enterprise   communi2es  for  >8  years,  with  hands-­‐on  experience  in:     •  Brand  defini2on,  management,  ,  advocacy,  evangelism   •  Integrated  marke2ng  campaigns   •  Website  strategy,  development  and  management   •  Search  engine  marke2ng   •  Digital  communica2ons   •  Social  media  marke2ng   •  Brand  advocacy  programs   •  Employment  branding   ©2014 Jamie J. Pappas. All rights reserved.
  • @NECINAOrg | @JamiePappas   “A  brand  is  no  longer  what  we  tell  the   consumer  it  is  –  it  is  what  consumers   tell  each  other.”     Sco$  Cook,  Co-­‐Founder,  Intuit   ©2014 Jamie J. Pappas. All rights reserved. View slide
  • @NECINAOrg | @JamiePappas What  is  a  Brand?   Your  brand  is  more  than  your  logo.  It’s  the  sum  of  all  the   tangible  parts,  along  with  with  the  intangible  and   includes…       Tangible  Brand  Elements:   Intangible  Brand  Elements:   •  Name   •  Company  story,  history,  philosophy   •  Logo,  tagline,  other  crea2ve  elements   •  Brand  promise   •  Boilerplate   •  Unique  differen2ators   •  Brand  colors,  fonts,  etc.   •  Corporate  themes   •  Solu2ons  &  Products   •  Tone  of  voice   •  Trademarks   •  Customer  and  market  perspec2ve   •  Elevator  pitch   •  Company  culture   ©2014 Jamie J. Pappas. All rights reserved. View slide
  • @NECINAOrg | @JamiePappas “Authen2c  brands  don't  emerge  from   marke2ng  cubicles  or  adver2sing   agencies.  They  emanate  from   everything  the  company  does...”       Howard  Schultz,  Pour  Your  Heart  Into  It:  How   Starbucks  Built  a  Company  One  Cup  at  a  Time   ©2014 Jamie J. Pappas. All rights reserved.
  • @NECINAOrg | @JamiePappas What  makes  a  brand  memorable?   Think  about  some  of  the  best  known  brands…   What  do  they  have  in  common?   ©2014 Jamie J. Pappas. All rights reserved.
  • @NECINAOrg | @JamiePappas   “Marke2ng  is  no  longer  about  the   stuff  that  you  make,  but  about  the   stories  you  tell.”     Seth  Godin   ©2014 Jamie J. Pappas. All rights reserved.
  • @NECINAOrg | @JamiePappas What  is  a  Brand?   Good  brands…   •  Tell  stories     •  Are  authen2c  and  relatable   •  Stand  for  something   •  Connect  and  build  rela2onships   •  Make  complex  things  simple   •  Imagine  “the  art  of  the  possible”   •  Convince  you  that  you  need  something   before  you’ve  decided  you  need  it   •  Enable  employees  and  others  to  be   ambassadors   •  Have  innova2on  at  their  core   •  An2cipate  needs  before  they  are  needs   •  Challenge  the  status  quo   •  Embrace  the  voice  of  the  customer     ©2014 Jamie J. Pappas. All rights reserved.
  • @NECINAOrg | @JamiePappas “Focus  on  the  core  problem  your   business  solves  and  put  out  lots  of   content  and  enthusiasm  and  ideas   about  how  to  solve  that  problem.”       Laura  Fi$on,  Inbound  MarkeGng  Evangelist,   Hubspot   ©2014 Jamie J. Pappas. All rights reserved.
  • @NECINAOrg | @JamiePappas Crea2ng  a  good  brand   A  successful  brand  knows…   •  Their  reason  for  being   •  Has  a  vision  for  the  future   •  Messages  and  content  that  resonate   with  their  target  customer   •  How  to  tell  a  story   •  How  to  build  trust   •  Gaps  in  the  marketplace  and  how  they  fill   •  Where  and  how  their  target  customers   prefer  to  receive  messages   them   •  How  to  tell  a  story  that  engages   •  Their  differen2ators   •  How  to  ac2vate  their  employees,   customers  and  partners  as  brand   •  What  their  target  customers  want  or  need   champions   •  The  profile  of  their  target  customer   ©2014 Jamie J. Pappas. All rights reserved.
  • @NECINAOrg | @JamiePappas Brand  Communica2ons  &  Promo2ons   Every  brand  communicaFon  channel  should     reflect  your  brand!     Internal  Elements:   External  Elements:   •  Company  and  product   messaging   •  Company  and  product   messaging   •  Employee  onboarding  and   training   •  Website/Extranet   •  Intranet   •  Employee  Communica2ons     •  Customer  &  Partner   Communica2ons   •  Mission/Vision   •  Social  media,  PR,  AR,  IR   •  Company  culture   •  Employment  brand   Image Source: http://deniseleeyohn.com/wp-content/uploads/2011/08/DLYohn-Brand-Wheel.jpg •  Adver2sing   ©2014 Jamie J. Pappas. All rights reserved.
  • @NECINAOrg | @JamiePappas Grow revenue opportunities with fast, personalized web experiences and manage complexity from peak demand, mobile devices and data collection. A Case Study ©2014 Jamie J. Pappas. All rights reserved.
  • Brand  Driver’s  Manual  &  Brand  Resources                   @NECINAOrg | @JamiePappas aloha.akamai.com/brand   ©2014 Jamie J. Pappas. All rights reserved.
  • @NECINAOrg | @JamiePappas SAY  IT  WITH  ME:     AH  kuh  my   ©2014 Jamie J. Pappas. All rights reserved.
  • @NECINAOrg | @JamiePappas   VISION:   To  deliver  on  the  promise  of  a  hyperconnected  world,     where  entertainment,  business,  and  life  are  enabled  to     reach  unimagined  poten2al.       MISSION:     To  provide  the  technology  that  op2mizes  and  secures  the   delivery  of  all  online  content  and  business  applica2ons.       ©2014 Jamie J. Pappas. All rights reserved.
  • @NECINAOrg | @JamiePappas WHAT  WE  DO:     Akamai  makes  the  Internet   fast,  reliable  and  secure.     ©2014 Jamie J. Pappas. All rights reserved.
  • Brand  Communica2on  Strategy:   @NECINAOrg | @JamiePappas   Lead  with     Why  it  MaLers     and     Tell  a  Story   ©2014 Jamie J. Pappas. All rights reserved.
  • The  Akamai  Brand  Story     STORY               BRAND  MESSAGING   @NECINAOrg | @JamiePappas Segng   Market  Opportunity   Big  Idea   Inspiring  Mission,  Vision,  Tagline   Conflict   Business  Problem   Story  Climax   Resolu2on   Moral   Brand  Promise   Differen2ator   Get  Akamaized   ©2014 Jamie J. Pappas. All rights reserved.
  • @NECINAOrg | @JamiePappas The  Segng:     Hyperconnected  World   ©2014 Jamie J. Pappas. All rights reserved.
  • @NECINAOrg | @JamiePappas Grow revenue opportunities with fast, personalized web experiences and manage complexity from peak demand, mobile devices and data collection. ©2014 Jamie J. Pappas. All rights reserved.
  • @NECINAOrg | @JamiePappas Grow revenue opportunities with fast, personalized web experiences and manage complexity from peak demand, mobile devices and data collection. This  is  the  hyperconnected  world!   ©2014 Jamie J. Pappas. All rights reserved.
  • @NECINAOrg | @JamiePappas The  Big  Idea:       “You’re    Behind.”     Grow revenue opportunities with fast, personalized web experiences and manage complexity from peak demand, mobile devices and data collection. ©2014 Jamie J. Pappas. All rights reserved.
  • @NECINAOrg | @JamiePappas The  Conflict:     In  a  hyperconnected  world,  there  is  tremendous  opportunity   and  massive  risk     Cloud   Mobile   Media   Security   ©2014 Jamie J. Pappas. All rights reserved.
  • @NECINAOrg | @JamiePappas The  Story  Climax:       Any  Experience.  Any  Device.  Anywhere.   Instant  Web   performance  for     any  device   The  ul2mate  in   high-­‐quality     video  at  scale   Security  that   accelerates   performance   Fast  access  to  data   and  apps  in  the   workplace   ©2014 Jamie J. Pappas. All rights reserved.
  • @NECINAOrg | @JamiePappas The  Resolu2on:     The  Akamai  Intelligent  Plajorm™  is  the  leading  cloud  plajorm   for  delivering  secure,  high-­‐performing  user  experiences  to  any   device,  anywhere.       •  Iden2fies,  absorbs,  and  blocks  threats     •  Decisions  based  on  comprehensive   •  Real-­‐2me  experience  op2miza2on   based  on  situa2onal  requirements   knowledge  of  network  condi2ons   •  Unprecedented  business  and  technical   insights   ©2014 Jamie J. Pappas. All rights reserved.
  • @NECINAOrg | @JamiePappas The  Moral:     Get  Akamaized…   …and     move  your  business  faster  forward.   ©2014 Jamie J. Pappas. All rights reserved.
  • @NECINAOrg | @JamiePappas Akamai  makes  the  Internet   business-­‐ready  -­‐  fast,   reliable  and  secure.     ©2014 Jamie J. Pappas. All rights reserved.
  • Social  Media  @Akamai     are  our  best  brand  advocates!   You     •  Akamaize  your  personal  accounts     •  Follow  Akamai  channels     Amplify  Akamai  posts   •    Contribute  your  own  content   •    •  Write  a  blog  post   •  Share  photos  and  videos     •  Leverage  2ps  and  tools  on  Aloha       @NECINAOrg | @JamiePappas aloha.akamai.com/social   ©2014 Jamie J. Pappas. All rights reserved.
  • @NECINAOrg | @JamiePappas   Thank  you!     Linkedin.com/in/JamiePappas   ©2014 Jamie J. Pappas. All rights reserved.