06 nation branding by jorg dietzel

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  • Find out exactly who your consumer target is, about the competition and the market. You will need this information when you decide how to position your brand, whom to aim it at and how to communicate.
  • Find a positioning that you can own - it must be unique and differentiated. Avoid a 'me too'-positioning - instead, find some 'white space' that is yet unclaimed. Make it your own. And make sure it's relevant to your consumer target.
  • Consumers hate to be confused. Once you have found your positioning, stick to it, don't change it unnecessarily.
  • Go through all opportunities where your consumer touches the brand - there may be more than you think. Don't confine branding to the marketing department; finance, recruiting - they are all influenced by your brand positioning and should manage their departments 'on brand'.
  • Every one of your staff is a brand ambassador for your brand. Make sure they understand what your brand stands for - and that they believe in it. Engage your internal audience before you talk to external audiences.
  • Your brand determines not only what you communicate - also how. Think about what your brand stands for - and how that translates into use of media, into tone and manner of your communication. Are you serious or funny? Modern or conservative? Your choice of communication channels also determines how people see your brand.
  • These days, consumers are emancipated and have a - often critical - voice. Engage them. Be honest. And be ready to answer when they ask about how you treat your staff or the environment. More and more consumers will want to know.
  • The best way to lead is - by example. Make sure that you personify the brand and what it stands for. Show your staff how you want them to behave. If the brand carried your name, how would that make you feel? Act accordingly.
  • 06 nation branding by jorg dietzel

    1. 1. Nation Branding Jörg Dietzel March 8, 2013
    2. 2. 3
    3. 3. Tourism 4
    4. 4. TourismInvestments 5
    5. 5. TourismInvestments Talent 6
    6. 6. TourismInvestments Talent Support 7
    7. 7. Differentiated 8
    8. 8. Differentiated Relevant 9
    9. 9. DifferentiatedCredible Relevant 10
    10. 10. 11
    11. 11. 12
    12. 12. 13
    13. 13. 14
    14. 14. 15
    15. 15. 16
    16. 16. 17
    17. 17. 18
    18. 18. 19
    19. 19. 20
    20. 20. 21
    21. 21. 22
    22. 22. 23
    23. 23. 24
    24. 24. 25
    25. 25. 26
    26. 26. 27
    27. 27. 28
    28. 28. 29
    29. 29. 30
    30. 30. 31
    31. 31. Differentiated: Filipino Spirit 32
    32. 32. Differentiated: Filipino Spirit Relevant: People-related 33
    33. 33. Differentiated: Filipino Spirit Credible: not perfect Relevant: People-related 34
    34. 34. Differentiated: Filipino SpiritAdaptable: Spoofs Credible: not perfect Relevant: People-related 35
    35. 35. 36
    36. 36. 37
    37. 37. 38
    38. 38. - + 39
    39. 39. - +Poverty 40
    40. 40. - + InfrastructurePoverty 41
    41. 41. - + InfrastructurePoverty Government 42
    42. 42. - + InfrastructurePoverty Economy Government 43
    43. 43. - + Infrastructure LocationPoverty Economy Government 44
    44. 44. - + Infrastructure LocationPoverty Economy Government Nature 45
    45. 45. - + Infrastructure People LocationPoverty Economy Government Nature 46
    46. 46. - + Infrastructure People LocationPoverty Economy Government Spirit Nature 47
    47. 47. - + Infrastructure People LocationPoverty Economy Government Spirit Nature English 48
    48. 48. Brand Messages
    49. 49. Marketing to the World Pinoy People 50
    50. 50. 51
    51. 51. 52
    52. 52. Marketing to the Philippines Pinoy Pride 53
    53. 53. 54
    54. 54. 55
    55. 55. 56
    56. 56. branding tips
    57. 57. 1. do your homework
    58. 58. 2. branding > logo
    59. 59. 3. be consistent
    60. 60. 4. look at all touchpoints
    61. 61. 5. before you look outside, look inside
    62. 62. 6. think about communication
    63. 63. 7. be responsible
    64. 64. 8. be a hero

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