Marketing, Branding Short Overview

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Brief overview of Brand Marketing case studies, John Troutman

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Marketing, Branding Short Overview

  1. 1. • Manage Brand Platform (Messaging & Identity).• Direct external Campaigns that strengthen theBrand.• Project-manage strategic & tactical elements.• Maximize the Brand-Refresh program.• Leverage communications with internal targets toenhance the Brand.
  2. 2. B2B Brand Marketing, Lead Generation, Sales Accounts, Corporate Identity & Messaging, Rebranding, Integrated External Campaigns, Employee Communications Online Banking, now Intuit.Green-building software
  3. 3. Rebranded Bank: Messaging, Identity, Internal & External Campaigns “Before”
  4. 4. • Market Research: Customers, Employees & Non- Customers.• Selling Rebranding to Senior Leadership and Board.• Creating Messaging/Identity: Look & Feel.• Reduce risk for bank and customers: Collaborating with IT Security Team.• Developing & Implementing Brand Marketing: Social media, Magazine, Web, Email, PR, Lead Generation, Sales-Referral, Employee Communications, Radio, Events.
  5. 5. Email Ad (web & print)
  6. 6. Rebranded Bank’s Web
  7. 7. Rebranded to a Consistent 1-Company Look
  8. 8. 1) Get updates on upcoming Rebranding.2) Analyze existing customer/market data.3) Forge in-depth understanding of markets served (customer & sales processes).4) Absorb Value Proposition.5) Review company-wide resources.6) Develop branding-agency specs.7) Begin executing Brand Marketing programs.

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