2. Lesley Blumberg, Girl Scout,
Hanover, Mass.
“I’ve been selling Girl Scout cookies since first
grade. My customers are so loyal and supportive.
If you make a personal connection, you can sell
to just about anyone. That connection starts
with how you tell your story. My story is that
I’m a busy teen…I’ve stuck with the Girl Scouts
for many years because I believe in what we do.
>
3. Lesley Blumberg, Girl Scout,
Hanover, Mass.
One lesson I’ve learned is how important it is
to make the customer feel involved in the sale.
I make them feel as if they’re buying more than
just a box of cookies. They’re buying a taste
of the Girl Scout experience.”
4.
5. BRAND is the consumer’s perception of you.
> You already have one.
> It’s always happening, even now.
6. In general:
> Branding is about the company.
Marketing is about the product.
> Advertising is what you say.
Branding is what you do.
> Competitors can copy the product,
but not the brand.
> Branding is an experience. The product is
just one part of that experience.
7. Branding is about:
> Differentiation
> Experience
> Trust
> Connections
The EXPERIENCE MUST BE DIFFERENT,
TRUE AND CONSISTENT.
15. > With an articulated brand strategy
> With consistent, recognizable visual
communications
> With a workforce who understands the
promise of the brand
> With advertising and marketing that
manages the expectations of what the
brand will deliver
22. Your brand
> The truth of your organization
> What’s valued by your market
> What’s unique about you
> What your company delivers other
than profit
> Your current brand position in the
marketplace
> Where you want to be in the minds of
your customer
> How you will get there
23. Research tells you:
> What people think of you now
> What you’d like them to think of you
> What you already have that supports that
> What more you need to do
