American Fraternal Alliance -- Keynote & Breakout

Monday, April 18, 2011

What do YOU see?Monday, April 18, 2011

*What could I do in this moment that would be the exact OPPOSITE of everyone else?Monday, April 18, 2011

So:Monday, April 18, 2011

I have a commitment and a confession:Monday, April 18, 2011

Let me SUGGEST this:Monday, April 18, 2011

Let me ASK YA this:Monday, April 18, 2011

Fortunately:Monday, April 18, 2011

Here’s the reality:Monday, April 18, 2011

41Monday, April 18, 2011

That’s my reality:Monday, April 18, 2011

I don’t know the ﬁrst thing the fraternal industry.Monday, April 18, 2011

Here’s what I do know:Monday, April 18, 2011

I know what it’s like to feel anonymous.Monday, April 18, 2011

I know what it’s like to feel like your size is a disadvantage.Monday, April 18, 2011

I know what it’s like to feel like nobody wants to join you.Monday, April 18, 2011

What you do, matters.Monday, April 18, 2011

You’re not here because your job is to sell insurance.Monday, April 18, 2011

Your job is to help people put values in action.Monday, April 18, 2011

‘ It’s not about the nametag.Monday, April 18, 2011

You actually let your son wear a nametag every single day?Monday, April 18, 2011

Cool.Monday, April 18, 2011

When people bring you their crazy ideas, what’s the ﬁrst word out of your mouth?Monday, April 18, 2011

‘ It’s not about the nametag.Monday, April 18, 2011

The real question:Monday, April 18, 2011

‘ What’s your nametag?Monday, April 18, 2011

Practice.Monday, April 18, 2011

Branding is ______________ .Monday, April 18, 2011

TEXT your answer in ﬁve words or less to Scott’s cell: 314/374-3397 (no sexting you perverts)Monday, April 18, 2011

Branding is ______________ . 314/374-3397 (Not kidding about the sexting.)Monday, April 18, 2011

We did that for three reasons:Monday, April 18, 2011

I’m not here because I know branding:Monday, April 18, 2011

I’m not here because I teach branding:Monday, April 18, 2011

BRANDING is bringing your humanity to the moment.Monday, April 18, 2011

BRANDING is the best, highest version of yourself.Monday, April 18, 2011

BRANDING is how people experience you.Monday, April 18, 2011

BRANDING is how people experience themselves in relation to you.Monday, April 18, 2011

BRANDING is what you’re known for, what you’re known as and what you’re known for knowing.Monday, April 18, 2011

Branding is the price of admission.Monday, April 18, 2011

Having a cool logo.Monday, April 18, 2011

Dressing for success.Monday, April 18, 2011

Self-serving competitiveness.Monday, April 18, 2011

Getting ahead of people and moving up the ladder.Monday, April 18, 2011

Delivering an unforgettable, value-added unique selling proposition to stakeholders.Monday, April 18, 2011

Integrating a sequence of promises that align with organizational initiatives.Monday, April 18, 2011

Forcing people to memorize some empty, trite mission statement.Monday, April 18, 2011

Telling everyone you meet how awesome you are.Monday, April 18, 2011

1. Being different is no longer enough.Monday, April 18, 2011

Your brand must offer: purpose driven human uniquenessMonday, April 18, 2011

Just ask your kids:Monday, April 18, 2011

different is something you do deliberatelyMonday, April 18, 2011

unique is something you are inherentlyMonday, April 18, 2011

At my organization, we’re branding our ______________Monday, April 18, 2011

*Is your brand truly unique, or just different?Monday, April 18, 2011

2. Branding comes from imagination, not millions.Monday, April 18, 2011

So, you’re small.Monday, April 18, 2011

Big deal. Big deal.Monday, April 18, 2011

Brands can create millions even if they didn’t take millions to create.Monday, April 18, 2011

Sioux City, Iowa (try to contain your excitement)Monday, April 18, 2011

Your officeMonday, April 18, 2011

“Flying sucks!”Monday, April 18, 2011

Don’t back away from perceived negatives.Monday, April 18, 2011

Small is beautiful.Monday, April 18, 2011

Small means you can be honest.Monday, April 18, 2011

Small means reinvent in real time.Monday, April 18, 2011

Small means you can interact with members directly and humanely.Monday, April 18, 2011

Small means you can respond to changing member needs immediately.Monday, April 18, 2011

Small means you can preserve the charm and intimacy of connecting personally.Monday, April 18, 2011

exerciseMonday, April 18, 2011

Small means you can ______________.Monday, April 18, 2011

Don’t go for bigness, go for greatness.Monday, April 18, 2011

3. Always retain the emotional connection of your brand.Monday, April 18, 2011

Humans are emotional creatures: Not integers, categories or demographics.Monday, April 18, 2011

Capture heartshare.Monday, April 18, 2011

Heartshare is the level of emotional responsiveness your brand commands.Monday, April 18, 2011

He didn’t have a plan, he had a dream, and he laid bare his belief.Monday, April 18, 2011

Figure out the emotion. you’re selling.Monday, April 18, 2011

If everybody did exactly what you said what would the world look like?Monday, April 18, 2011

Capture heartshare.Monday, April 18, 2011

When it’s your heart, you don’t have to prove to anybody that you can’t live without it.Monday, April 18, 2011

That’s branding.Monday, April 18, 2011

Follow the musicians.Monday, April 18, 2011

But there’s one thing missing:Monday, April 18, 2011

There are no COVER BANDS in the Rock ‘n Roll Hall of Fame.Monday, April 18, 2011

Yes, you can always play someone else’s material.Monday, April 18, 2011

Even when it seems easier.Monday, April 18, 2011

Earn a nice round of applause from the people who matter most.Monday, April 18, 2011

Make your own music.Monday, April 18, 2011

That’s branding.Monday, April 18, 2011

“So, Scott, what do you actually do all day?”Monday, April 18, 2011

My job is to be a resource to my audiences and clients.Monday, April 18, 2011

Author. Speaker. Columnist. Producer. Mobile Host. Mentor. Artist.Monday, April 18, 2011

Hey Scott, can I pick your brain sometime?Monday, April 18, 2011

Instead:Monday, April 18, 2011

When I rent your brain, what can I expect?Monday, April 18, 2011

Rent Scott’s Brain WHAT WILL BE DIFFERENT IN SO, HERE’S YOUR LIFE AS A BRING AND I’LL IN A WITHOUT AND YOU BUT I’M WHAT THAT RESULT OF THIS ME YOUR: OFFER MY: SPACE OF: ANY: WILL BE: NOT YOUR: MEANS: RELATIONSHIP: • Brand. • Access. • Acceptance. • Agenda-pushing. • Accelerated. • 12-step sponsor. • I place ideas at your feet for • You will develop a daily • Business. • Advice. • Affirmation. • Bullshit. • Challenged. • 24-hour hotline. your consideration. practice. • Career. • Attitude. • Candor. • Cloning. • Clarified. • 411 call. • I will not lead you beyond • You will use writing to solve where I’m living or have your problems, drive your • Challenges. • Counsel. • Comfort. • Excuses. • Disturbed. • 911 dispatch. lived. success and achieve your • Concerns. • Creativity. • Compassion. • Fixing. • Energized. • Accountability partner. objectives. • I’m responsible to you, not • Content. • Ears. • Confidence. • Have-tos. • Enlarged. • Assembly line. responsible for you. • You will have productive • Dilemma. • Energy. • Confidentiality. • Formulas. • Enthused. • Babysitter. • The onus is on you to be dialogues with yourself. • Ideas. • Enthusiasm. • Creativity. • Judgment. • Expanded. • Boss. responsible to the wisdom • You will achieve my level of • Intuitions. • Examples. • Depth. • Musts. • Heard. • Change agent. provided. success without being my • We share the relationship clone. • Questions. • Experiences. • Enthusiasm. • Need-tos. • Infected. • Codependent but you own the results. • You will capture, own and • Roadblocks. • Feedback. • Facilitated discovery. • Prescriptions. • Inspired. • Daily Grind. convert your thoughts into • Will plant a seed and enable • Situation. • Frames. • Flexibility. • Scripts. • Invigorated. • Doormat. others to figure it out on money. • Stuckness. • Honesty. • Fun • Shoulds. • Met where you are. • Easy button. their own over time. • You will brand your own • Uncertainty. • Hope. • Gentle elbowing. • Superimposing. • More aware. • Editor. • You don’t act – you don’t language and turn your • Website. • Humor. • Honesty. • Motivated. • Final authority on life. grow. thoughts into value messages. • What Ifs. • Insight. • Helping and teaching. • Nourished. • Hand-holder. • You don’t ask – you don’t get. • You will accrue a creative • Knowledge. • Humility. • Pushed. • Muse. inventory. • Life lessons. • Imperfection. • Questioned. • Parent. • You drive the deliverables. • You will build an idea • Mistakes. • Insinuation, not imposition. • Refueled. • Pastor. • You must be mentorable factory. and pushable. • Models. • Intimacy. • Reminded. • Permanent leaning post. • You will propel your own • You must fully commit to • Observations. • Laser-like focus. • Renewed. • Physician. momentum by mastering this process. dependence avoidance • Opinions. • Learning. • Stirred. • Problem-solver. • You reach out to me when without be an island. • Passion. • Mutual respect. • Strengthened.` • Rabbi. you have a need. • You will build a DIY kit for • Perspective. • Openness. • Stretched. • Secretary. kicking your own ass. • Philosophy. • Patience. • Thinking differently. • Soul mate. • You will customize litmus • Presence. • Personal growth. • Thinking harder. • Spouse. tests and opportunity filters • Processes. • Playfulness. • Unblocked. • Therapist. for give yourself permission/discernment, • Questions. • Professionalism. • Uncomfortable. • Unlimited advice dispenser. decision-making processes. • Recommendations. • Relaxation. • Unleashed. • You will never be alone in • Reflections. • Reasonable response time. • Unstoppable. this journey. • Reservoir. • Responsive spirit. • You will fall in love with • Resources. • Safety. yourself. • Selfhood. • Specificity. • You will give your river a • Silliness. • Spontaneity. voice. • Sounding board. • Springboard-ness. • You will move your thinking forward. • Stillness. • Timely response. • You will be heard. • Stories. • Timely touchpoints. • You will delete average, • Strength. • Transparency. boring and anonymity out of • Thought process. • Trust. your career. • Time. • Understanding. • Truth. • Verbal mirror. • Wisdom. HELLO, my name is Scott! 7563 Oxford Drive #2S / St. Louis, MO 63105 / scott@hellomynameisscott.comMonday, April 18, 2011

‘ What’s your nametag?Monday, April 18, 2011

My job is to be a resource to my audiences and clients.Monday, April 18, 2011

“Yeah, but what if I’m a cheapskate and don’t want to give you any money?”Monday, April 18, 2011

MeMonday, April 18, 2011

GOODBYE, your name was Scott!Monday, April 18, 2011

*Is YOUR commitment unquestionable?Monday, April 18, 2011

Consistency is far better than rare moments of greatness.Monday, April 18, 2011

*If they can’t come up to you, how will they ever get get behind you?Monday, April 18, 2011

The Nametag Principle TMMonday, April 18, 2011

exerciseMonday, April 18, 2011

To be joinable is to be ______________ .Monday, April 18, 2011

Most people only get ONE THIRD of the equation...Monday, April 18, 2011

To be approachable is to be three things:Monday, April 18, 2011

Trustable.Monday, April 18, 2011

Buyable.Monday, April 18, 2011

Call-back-able.Monday, April 18, 2011

Relatable.Monday, April 18, 2011

Listenable.Monday, April 18, 2011

Yessable.Monday, April 18, 2011

Referable.Monday, April 18, 2011

Brandable.Monday, April 18, 2011

Follow-up-able.Monday, April 18, 2011

Here’s what’s going to happen:Monday, April 18, 2011

1. Demonstrate interest in the person, not just the potential.Monday, April 18, 2011

Thank you nametag!Monday, April 18, 2011

Here’s what happened:Monday, April 18, 2011

Here’s the question that matters:Monday, April 18, 2011

What do you see when you see people?Monday, April 18, 2011

“I see you.”Monday, April 18, 2011

“We never got lazy with each other.”Monday, April 18, 2011

*What’s your best practice for making members feel seen?Monday, April 18, 2011

2. Being bought is not enough.Monday, April 18, 2011

Good brands are bought, great brands are joined.Monday, April 18, 2011

To join a brand is to CONNECT with it on a visceral level.Monday, April 18, 2011

To join a brand is to ENGAGE with it on a human level.Monday, April 18, 2011

To join a brand is to UNITE with it on a personal level.Monday, April 18, 2011

Otherwise people are just giving you money.Monday, April 18, 2011

You know what your members want:Monday, April 18, 2011

Engagement is the only unit of marketing that matters.Monday, April 18, 2011

I don’t pass them out to make people wear nametags.Monday, April 18, 2011

What matters is that they join me in that spontaneous moment of human interaction.Monday, April 18, 2011

An act deepens the emotional connection over time.Monday, April 18, 2011

My brand seeks to create: Acts of ________ in moments of _________.Monday, April 18, 2011

Acts of connection in moments of isolation.Monday, April 18, 2011

My brand seeks to create: Acts of ________ in moments of _________.Monday, April 18, 2011

3. Surrender is the new control.Monday, April 18, 2011

Enable members to take your brand into their own hands by openly embracing a fan mentality.Monday, April 18, 2011

This demonstrates: Trust Ownership Vulnerability.Monday, April 18, 2011

*What’s your best practice surrendering control to your members?Monday, April 18, 2011

4. Engagement is more than participation.Monday, April 18, 2011

Don’t make your online efforts a one way street.Monday, April 18, 2011

Interact with people in a way no other organization can touch.Monday, April 18, 2011

Why this thing works:Monday, April 18, 2011

It’s fun.Monday, April 18, 2011

It’s funny.Monday, April 18, 2011

It’s organic.Monday, April 18, 2011

It taps into their creative ﬂair.Monday, April 18, 2011

It meets them where they are.Monday, April 18, 2011

It ﬂips the spotlight.Monday, April 18, 2011

It opens a direct channel.Monday, April 18, 2011

It provides free research.Monday, April 18, 2011

It doesn’t require much thought.Monday, April 18, 2011

It introduces an element of intrigue.Monday, April 18, 2011

It never has a right or wrong answer.Monday, April 18, 2011

It spices up their daily journey, giving them a reason to reengage over and over again.Monday, April 18, 2011

It gives people space to express themselves on my platform.Monday, April 18, 2011

This type of engagement involves: Risk taking, spontaneity socially supported co-creation.Monday, April 18, 2011

*What’s your best practice for helping members express themselves on your online platform?Monday, April 18, 2011

You see that face to face is making a comeback.Monday, April 18, 2011

You see that being approachable isn’t a function of mindset.Monday, April 18, 2011

You see that to engage the people who matter most, you have to treat them like people.Monday, April 18, 2011

You see that your humanity is your brand’s greatest competitive advantage.Monday, April 18, 2011

American Fraternal Alliance -- Keynote & Breakout

by Scott Ginsberg on Apr 18, 2011

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American Fraternal Alliance -- Keynote & Breakout — Presentation Transcript