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What is Authentic Marketing? It\'s really a new label on an old concept ... BRANDING.

How can you make your organization authentic? How does it all related to your brand?

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  1. 1. Authentic Marketing Eric Gagliano MarketMatch SVP, Client Management [email_address] 937-832-7894 x106
  2. 2. Discussion Overview <ul><li>What is authentic </li></ul><ul><li>How to be authentic </li></ul><ul><li>It’s all branding </li></ul><ul><li>Real world examples </li></ul><ul><li>Tactical ideas and samples </li></ul><ul><li>What if you’re not what you say you are? </li></ul>
  3. 3. What is authentic?
  4. 4. Authenticity = Emotional Connection
  5. 5. 4 Strands that draw emotional connection 1 – A sense of place - Authenticity comes from a place we can connect with. Fast Company, Who Do You Love?, December 2007 What about your website?
  6. 6. 4 Strands that draw emotional connection 2 – A strong point of view - Authenticity emerges from people with a passion for what they do. Fast Company, Who Do You Love?, December 2007 <ul><li>Hire </li></ul><ul><li>Train </li></ul><ul><li>Empower </li></ul><ul><li>Provide the tools </li></ul>
  7. 7. Lifestage Marketing
  8. 8. 4 Strands that draw emotional connection 3 – Serving a larger purpose - If a brand can convincingly argue that its profit-making is only a by-product of a larger purpose, authenticity sets in. Fast Company, Who Do You Love?, December 2007
  9. 9. Prove it
  10. 10. 4 Strands that draw emotional connection 4 – Integrity - Authenticity comes to a brand that is what it says it is. Fast Company, Who Do You Love?, December 2007 <ul><ul><li>“ When the story the brand tells through its actions </li></ul></ul><ul><ul><li>aligns with the story it tells through its communications.  </li></ul></ul><ul><ul><li>Only then will the brand’s story be true.” </li></ul></ul>
  11. 11. Brand Strategy To be yourself, you must first know who you are.
  12. 12. Your Organization <ul><li>Your credit union has each of these elements already… </li></ul><ul><li>whether you actively cultivate them or not. </li></ul>
  13. 13. Member + Staff + Management = Brand Strength Alignment AUTHENTICITY
  14. 14. Organizational Foundation <ul><li>Company’s key definitions of its business </li></ul>
  15. 15. Organizational Foundation <ul><li>Mission </li></ul><ul><li>What do we do? </li></ul><ul><li>Who do we do it for? </li></ul><ul><li>Values </li></ul><ul><li>What do we hold sacred? </li></ul><ul><li>How do we act when no one is looking? </li></ul><ul><li>Vision </li></ul><ul><li>Where are we going? </li></ul><ul><li>Why do we want to get there? </li></ul>
  16. 16. Organizational Drivers <ul><li>Brand Essence </li></ul><ul><li>Central, overriding meaning of the brand. </li></ul><ul><li>Distillation of all the brand’s attributes. </li></ul><ul><li>The brand’s soul </li></ul>Examples Volvo = Safety Disney = Magic American Express = Prestige
  17. 17. Brand Meaning <ul><li>Defines the brand’s positioning </li></ul><ul><li>both internally and externally </li></ul>
  18. 18. Brand Meaning <ul><li>Positioning </li></ul><ul><li>Places the brand in </li></ul><ul><li>the right spot to: </li></ul><ul><ul><li>Meet the target member’s needs </li></ul></ul><ul><ul><li>Define relevance vs. differentiation </li></ul></ul><ul><ul><li>Make emotional connection </li></ul></ul><ul><ul><li>Be Authentic </li></ul></ul>
  19. 19. Brand Meaning <ul><li>Personality </li></ul><ul><li>What are the human traits </li></ul><ul><li>the brand embodies? </li></ul><ul><li>Enables the member to build </li></ul><ul><li>a relationship with the brand. </li></ul>
  20. 20. So … how do you be authentic? “ Honesty sells because you can usually pull it off.”
  21. 21. Find alignment <ul><li>Phone surveys </li></ul><ul><li>Branch intercepts </li></ul><ul><li>Focus groups </li></ul><ul><li>What is your competition doing </li></ul><ul><li>Talk to your front line </li></ul><ul><li>Know your local news </li></ul>Be what the audience wants … and be it all the time!
  22. 22. Sell the experience
  23. 23. Speak their language <ul><li>Share vs. checking </li></ul><ul><li>Have a conversation, NOT a sales pitch </li></ul><ul><li>Speak to member needs </li></ul><ul><li>Make an emotional connection </li></ul><ul><ul><li>Make them laugh </li></ul></ul><ul><ul><li>Make them think </li></ul></ul><ul><ul><li>Make them respect what you have to say </li></ul></ul><ul><ul><li>Talk to them … not at them </li></ul></ul>
  24. 24. In the end … it’s all image!
  25. 25. Image “ I might have to make a visit to Uncle Dave,” which is what people in Ouray say when they need to take a loan from the local bank, Citizen’s State, whose chairman is named David Wood. Twilight of a Mountain God, January, 2009 Runner’s World Magazine
  26. 26. <ul><li>How Do You Get An “Uncle Dave?” </li></ul><ul><li>Have the right “Uncle Dave” – someone who can represent the credit union well and “own the role” </li></ul><ul><li>Be the first to market – it won’t do to be the second “Uncle Dave” in the market </li></ul><ul><li>Be consistent – “Uncle Dave” is THE community banker </li></ul>Image
  27. 27. Be Like A Running Store Image
  28. 28. <ul><li>Become A Specialist </li></ul><ul><li>Know Their Run – Do your members need a one-time “quick fix” like a home improvement loan or are they in it for the financial marathon? Keep a member log. </li></ul><ul><li>Size ‘em Up – Like each shoe fits each runner </li></ul><ul><li>differently, so does each financial product. Instead of analyzing their gait and feet, ask them basic questions about how they will use the product and their goals. </li></ul><ul><li>Be Their Coach – You and your staff are the experts! Coach your members and they will entrust more to you. </li></ul>Image
  29. 30. What if you’re NOT authentic In today’s market, authenticity is self-policing And faster than ever!
  30. 32. Summary <ul><li>Authenticity requires constant reinforcement </li></ul><ul><li>You can’t fake authenticity </li></ul><ul><li>Understand your brand value </li></ul><ul><li>Make an emotional connection </li></ul><ul><li>Focus on the member </li></ul>
  31. 33. Eric Gagliano MarketMatch SVP, Client Management [email_address] 937-832-7894 x106 Thank You!