Developing a Remarkable Brand (Charles Lee)

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Slides from a seminar about brand innovation. Unfortunately, videos that were shown are not included.

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Developing a Remarkable Brand (Charles Lee)

  1. 1. DEVELOPING A REMARKABLE BRAND & ROI ! @charlestlee
  2. 2. Why  Brand?
  3. 3. Products & Features Clutter Information Clutter Your Brand Marketing Clutter Social Clutter
  4. 4. Airline Search Engine Education Smartphone Non-Profit Computer Bookstore Apparel Coffee
  5. 5. Your brand is the gut feeling someone has about your product, service, or organization. It’s Not What YOU Say It Is. It’s What THEY Say It Is.
  6. 6. Brick & Mortar Factories Financial Capital Barriers to Competition Brands Intellectual Property
  7. 7. A charismatic brand is a product, service, or organization for which people believe there’s no substitute. - Marty Neumeier
  8. 8. Charismatic Brands Integrate
  9. 9. Why How What
  10. 10. ORGANIZATION BRAND EXPERIENCE VISION THROUGH DIVERSIFIED TOUCHPOINTS VALUES MISSION OBJECTIVES KEY AUDIENCE WEB PRINT SOCIAL MEDIA KEY AUDIENCE EVENTS VIDEO ENVIRONMENT KEY AUDIENCE
  11. 11. ORGANIZATION BRAND FILTER CAMPAIGN FILTER BRAND EXPERIENCE VISION BRAND ATTRIBUTES MARKETING OBJECTIVES THROUGH DIVERSIFIED TOUCHPOINTS VALUES MISSION OBJECTIVES IDENTITY STATEMENT VOICE VISUAL IDENTITY CULTURE MARKETING STRATEGY RESEARCH MESSAGING KEY AUDIENCE WEB PRINT SOCIAL MEDIA KEY AUDIENCE EVENTS VIDEO ENVIRONMENT KEY AUDIENCE
  12. 12. Q’s for Brand Clarity: Who Are You? What Do You Do? Why Does It Matter?
  13. 13.  Who  Are  You  &     Who/What  Are  You  Leading?
  14. 14. Brand  Attributes
  15. 15. Approachable Missional Sarcastic Inclusive Sensory Fun Personal Experiential Warm Holistic Humble Holistic Unique Inviting Friendly Open Healthy Embracing Resourceful Respectful Awareness Humble Open to Ideas Honest Relevant Relational NLC Brand Attributes Refreshing Equipping Caring Non-Judgmental / Grace Environment Empowering Respected Artistic Fluid Family Togetherness Community Intentional Creative Musical Adventurous Entrepreneurial Fellowship Energetic Strategic Experimental Supportive Serving Passionate Seeing Potential Daring Inclusive Hospitable Training Releasing Welcoming Tribal Multi-Cultural Diverse Innovative Worshipful Multi-Generational
  16. 16. Marketing  Objectives Quantitative  &  Qualitative
  17. 17. Who Are Your Key Audiences?
  18. 18. INFLUENCERS ATHLETES & CELEBRITIES DECISION MAKERS FAMILY & FRIENDS END USER/CONSUMER PATIENT
  19. 19. Key Audience(s) Motivation ! Distinguishing Feature(s) Benefits to Client(s) Affiliation(s) to Note
  20. 20. CAMPAIGN MESSAGE GENERAL AUDIENCE TARGETED AUDIENCE
  21. 21. HELPFUL HINDRANCE TO ACHIEVING OBJECTIVES TO ACHIEVING OBJECTIVES INTERNAL ORIGIN WEAKNESSES OPPORTUNITIES EXTERNAL ORIGIN STRENGTHS THREATS
  22. 22. Contact  Info www.charlestlee.com charles@theideation.com
  23. 23. DEVELOPING A REMARKABLE BRAND & ROI ! @charlestlee

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