1. SESSION -CREATE A SIMPLEBRAND MODELAdvertising &Marketing TribeEVERY SECOND TUESDAY2.30PM, CMIROB MARTIN MURPHY @HELLOR...
A short presentation on the need for brand models and a hands onworkshop part creating your own one.1. SESSION – MAY 14 – ...
A BRAND MODEL ISA FRAMEWORK TODEFINE YOURBRAND IDENTITYROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT ST...
BRAND MODELSCOME IN MANYSHAPES…ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
AS A PLANETROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
BRAND PLANETBRAND ATTRIBUTESBRAND PERSONALITYBRAND MISSIONBRAND BENEFITSROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7...
AS A PYRAMIDEROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
BRAND PYRAMIDEFUNCTIONAL EMOTIONALBRAND MISSIONBRAND PERSONALITYBRAND BENEFITSBRAND FACTSROB MARTIN MURPHY @HELLORMM & LIA...
AS A KEYROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
BRAND KEY3. INSIGHT1. COMPETITIVEENVIRONMENT2. TARGET4. BENEFITS5. VALUES &PERSONALITY6. REASONS TOBELIEVEESSENCE7. DISCRI...
WHAT UNITESTHEM IS A BRAND MISSIONROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
WHY DOES A BRAND NEED A MISSION?ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
h3p://www.youtube.com/watch?v=qp0HIF3SfI4	  	  
LET’S HAVE A LOOKAT SOMEEXAMPLES…ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
DOVE’S MISSION IS TO INCREASE WOMEN’S SELF–ESTEEM.ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-U...
PAMPER’S MISSION IS TO SUPPORT BABY-DEVELOPMENT.ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP ...
NIKE’S MISSION IS TO LEVERAGE YOUR ATHLETIC POTENTIAL.ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT STA...
1ST TASK: WHAT’S YOUR BRAND MISSION?5 MINUTESROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
BRAND MISSIONWhat the brands wants to achieveand improve in people‘s lives.GOOD BRAND MODELS HAVE MORE PARTS:BRAND PERSONA...
BRAND MISSIONHelp more people to do more goodBRAND PERSONALITYclever, easy going, funnyCORE COMPETENCESSearch, Selection, ...
2ND TASK: NOW IT’S YOUR TURN10 MINUTESROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
MISSIONCOMPETENCECORE TARGETREASON TO BELIEVEEMOTIONAL BENEFITRATIONAL BENEFITPERSONALITY
10 MINUTES3ND TASK: LET’S FEEDBACK EACH OTHERROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
CREATING ASTRONG BRANDCREATES VALUE:ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
IT’S THE BASE TO CREATE RELEVANT PRODUCTSROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
WITH A STRONG BRAND YOU CAN DIFFERENTIATE YOURSELF.ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-...
YOU CAN INCREASE LOYALTYROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
YOU CAN JUSTIFY A HIGHER PRICE.$US	  1,960	  ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
YOUR BRANDMODEL IS THEFIRST STEP INTHIS DIRECTIONROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP...
YOU CAN CREATE A BRAND BOOK/COMMUNICATION GUIDELINES WITH IT. ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.C...
YOU CAN GIVE IT TO NEW EMPLOYEES AND PARTNERSROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
YOU CAN STICK IT ON YOUR WALLROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
A short presentation on the need for brand models and a hands onworkshop part creating your own one.1. SESSION – MAY 14 – ...
Start-up Chile Marketing & Advertising Tribe - Session 1
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Start-up Chile Marketing & Advertising Tribe - Session 1

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This is the presentation of our today's tribe meeting. Here are the links:
Ted - Simon Sinek, How great leaders inspire action: http://www.youtube.com/watch?v=qp0HIF3SfI4,
Brand Books: "Santa": http://de.slideshare.net/elenimiliou1/santa-brand-book-by-quietroom and "Skittles": http://urbantaster.com/wp-content/uploads/2011/09/Skittles_brandbook.pdf

Published in: Business, Travel

Start-up Chile Marketing & Advertising Tribe - Session 1

  1. 1. 1. SESSION -CREATE A SIMPLEBRAND MODELAdvertising &Marketing TribeEVERY SECOND TUESDAY2.30PM, CMIROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
  2. 2. A short presentation on the need for brand models and a hands onworkshop part creating your own one.1. SESSION – MAY 14 – CREATE A SIMPLE BRAND MODEL 2. SESSION – MAY 28 – HOW TO GET MORE TRAFFIC3. SESSION – JUNE 11 – CREATE A COMMUNICATION STRATEGY4. SESSION – JUNE 25 – HOW TO MONITOR YOUR CAMPAIGN5. SESSION – JULY 9 – CREATIVITY & CONTENT CREATION6. SESSION – JULY 23 – HOW TO BE GOOD IN SOCIAL MEDIATuesdays, 2.30-3.30, CMI, Santiago AuditoriumTIME AND MEETING POINTLiane  &  Rob  David  Liane  &  Rob  Pedro  &  Liane  Tbd.  Tbd.  Speaker/ModeratorA case study with YoungEntrepreneurs StartUp of the Month: Glampinghub. What they did toget traffic and customers. After: Idea session & sparring with attending Start-ups.What you need to measure, how you can measure it and how to builda free brand & campaign monitoring tool online.Why Creativity is important, Examples for creative content, How to getcreative content done yourself or by others.Presentation about the essential parts of a Communication Strategy. After: Sparring on existing strategies from attending Start-ups.Social Media/Facebook content Strategy, possibilities and tips ongreat Social Media practice.OUR SCHEDULE:ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
  3. 3. A BRAND MODEL ISA FRAMEWORK TODEFINE YOURBRAND IDENTITYROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
  4. 4. BRAND MODELSCOME IN MANYSHAPES…ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
  5. 5. AS A PLANETROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
  6. 6. BRAND PLANETBRAND ATTRIBUTESBRAND PERSONALITYBRAND MISSIONBRAND BENEFITSROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
  7. 7. AS A PYRAMIDEROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
  8. 8. BRAND PYRAMIDEFUNCTIONAL EMOTIONALBRAND MISSIONBRAND PERSONALITYBRAND BENEFITSBRAND FACTSROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
  9. 9. AS A KEYROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
  10. 10. BRAND KEY3. INSIGHT1. COMPETITIVEENVIRONMENT2. TARGET4. BENEFITS5. VALUES &PERSONALITY6. REASONS TOBELIEVEESSENCE7. DISCRIMINATORROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
  11. 11. WHAT UNITESTHEM IS A BRAND MISSIONROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
  12. 12. WHY DOES A BRAND NEED A MISSION?ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
  13. 13. h3p://www.youtube.com/watch?v=qp0HIF3SfI4    
  14. 14. LET’S HAVE A LOOKAT SOMEEXAMPLES…ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
  15. 15. DOVE’S MISSION IS TO INCREASE WOMEN’S SELF–ESTEEM.ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
  16. 16. PAMPER’S MISSION IS TO SUPPORT BABY-DEVELOPMENT.ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
  17. 17. NIKE’S MISSION IS TO LEVERAGE YOUR ATHLETIC POTENTIAL.ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
  18. 18. 1ST TASK: WHAT’S YOUR BRAND MISSION?5 MINUTESROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
  19. 19. BRAND MISSIONWhat the brands wants to achieveand improve in people‘s lives.GOOD BRAND MODELS HAVE MORE PARTS:BRAND PERSONALITYThe unique characteristics of howthe brands talks to the world.CORE COMPETENCESThe core competences the brandhas to offer.CORE TARGETThe group of people the brandwants to convince first.BRAND BENEFITSEmotional and functional benefitsthat the brand offers.REASON TO BELIEVEThe reasons and facts to believethe benefits of the brand.ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
  20. 20. BRAND MISSIONHelp more people to do more goodBRAND PERSONALITYclever, easy going, funnyCORE COMPETENCESSearch, Selection, Volunteer TravelCORE TARGETPurpose driven travellers. Whether students,white collars or retirees, they all want to giveback and do something good.FUNCTIONAL BENEFITSEasily find, book and rate yourideal volunteer trip.REASON TO BELIEVEFunded by Start-up Chile, agovernment accelerator programEXAMPLE: MEWE.COEMOTIONAL BENEFITSTrustworthyness, reliability andfacilitation.ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
  21. 21. 2ND TASK: NOW IT’S YOUR TURN10 MINUTESROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
  22. 22. MISSIONCOMPETENCECORE TARGETREASON TO BELIEVEEMOTIONAL BENEFITRATIONAL BENEFITPERSONALITY
  23. 23. 10 MINUTES3ND TASK: LET’S FEEDBACK EACH OTHERROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
  24. 24. CREATING ASTRONG BRANDCREATES VALUE:ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
  25. 25. IT’S THE BASE TO CREATE RELEVANT PRODUCTSROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
  26. 26. WITH A STRONG BRAND YOU CAN DIFFERENTIATE YOURSELF.ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
  27. 27. YOU CAN INCREASE LOYALTYROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
  28. 28. YOU CAN JUSTIFY A HIGHER PRICE.$US  1,960  ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
  29. 29. YOUR BRANDMODEL IS THEFIRST STEP INTHIS DIRECTIONROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
  30. 30. YOU CAN CREATE A BRAND BOOK/COMMUNICATION GUIDELINES WITH IT. ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILEEXAMPLE: SKITTLESEXAMPLE: SANTA
  31. 31. YOU CAN GIVE IT TO NEW EMPLOYEES AND PARTNERSROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
  32. 32. YOU CAN STICK IT ON YOUR WALLROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
  33. 33. A short presentation on the need for brand models and a hands onworkshop part creating your own one.1. SESSION – MAY 14 – CREATE A SIMPLE BRAND MODEL 2. SESSION – MAY 28 – HOW TO GET MORE TRAFFIC3. SESSION – JUNE 11 – CREATE A COMMUNICATION STRATEGY4. SESSION – JUNE 25 – HOW TO MONITOR YOUR CAMPAIGN5. SESSION – JULY 9 – CREATIVITY & CONTENT CREATION6. SESSION – JULY 23 – HOW TO BE GOOD IN SOCIAL MEDIATuesdays, 2.30-3.30, CMI, Santiago AuditoriumTIME AND MEETING POINTLiane  &  Rob  David  Liane  &  Rob  Pedro  &  Liane  Tbd.  Tbd.  Speaker/ModeratorA case study with YoungEntrepreneurs StartUp of the Month: Glampinghub. What they did toget traffic and customers. After: Idea session & sparring with attending Start-ups.What you need to measure, how you can measure it and how to builda free brand & campaign monitoring tool online.Why Creativity is important, Examples for creative content, How to getcreative content done yourself or by others.Presentation about the essential parts of a Communication Strategy. After: Sparring on existing strategies from attending Start-ups.Social Media/Facebook content Strategy, possibilities and tips ongreat Social Media practice.OUR SCHEDULE:ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
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