0
DEVELOPING
A REMARKABLE
BRAND & ROI
!

@charlestlee
Why	
  Brand?
Products
& Features
Clutter

Information
Clutter

Your
Brand
Marketing
Clutter

Social
Clutter
Airline

Search
Engine

Education

Smartphone

Non-Profit

Computer

Bookstore

Apparel

Coffee
Your brand is the gut feeling someone
has about your product, service, or
organization.

It’s Not What YOU Say It Is.
It’s...
Brick &
Mortar
Factories

Financial
Capital

Barriers
to
Competition

Brands
Intellectual
Property
A charismatic brand is a product,
service, or organization for which
people believe there’s no substitute.
- Marty Neumeie...
Charismatic
Brands
Integrate
Why

How
What
ORGANIZATION

BRAND
EXPERIENCE

VISION

THROUGH
DIVERSIFIED
TOUCHPOINTS

VALUES
MISSION
OBJECTIVES

KEY
AUDIENCE

WEB
PRIN...
ORGANIZATION

BRAND
FILTER

CAMPAIGN
FILTER

BRAND
EXPERIENCE

VISION

BRAND
ATTRIBUTES

MARKETING
OBJECTIVES

THROUGH
DIV...
Q’s for Brand Clarity:
Who Are You?
What Do You Do?
Why Does It Matter?
 Who	
  Are	
  You	
  &	
  	
  
Who/What	
  Are	
  You	
  Leading?
Brand	
  Attributes
Approachable

Missional

Sarcastic

Inclusive

Sensory
Fun

Personal

Experiential

Warm

Holistic
Humble

Holistic

Uniqu...
Marketing	
  Objectives

Quantitative	
  &	
  Qualitative
Who Are Your
Key Audiences?
INFLUENCERS
ATHLETES & CELEBRITIES

DECISION MAKERS
FAMILY & FRIENDS

END USER/CONSUMER
PATIENT
Key Audience(s)
Motivation
!

Distinguishing Feature(s)	

Benefits to Client(s) 	

Affiliation(s) to Note
CAMPAIGN
MESSAGE

GENERAL AUDIENCE

TARGETED
AUDIENCE
HELPFUL

HINDRANCE

TO ACHIEVING OBJECTIVES

TO ACHIEVING OBJECTIVES

INTERNAL ORIGIN

WEAKNESSES

OPPORTUNITIES

EXTERNAL...
Contact	
  Info

www.charlestlee.com
charles@theideation.com
DEVELOPING
A REMARKABLE
BRAND & ROI
!

@charlestlee
Developing a Remarkable Brand (Charles Lee)
Developing a Remarkable Brand (Charles Lee)
Developing a Remarkable Brand (Charles Lee)
Developing a Remarkable Brand (Charles Lee)
Developing a Remarkable Brand (Charles Lee)
Developing a Remarkable Brand (Charles Lee)
Developing a Remarkable Brand (Charles Lee)
Developing a Remarkable Brand (Charles Lee)
Developing a Remarkable Brand (Charles Lee)
Developing a Remarkable Brand (Charles Lee)
Developing a Remarkable Brand (Charles Lee)
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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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Transcript of "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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