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The Truth About branding


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Liz Mercogliano tells a story about branding from the inside and why the consumer is the only one who gets branding.

Liz Mercogliano tells a story about branding from the inside and why the consumer is the only one who gets branding.

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  • 1. The Truth About Branding A Liz Mercogliano Presentation
  • 2. The Truth About Branding Branding today is the most over-used yet mis-understood word.
  • 3. The Truth About Branding SO LETS SET THE STORY STRAIGHT
  • 4. Who gets Branding?
  • 5. The Consumer
  • 6. The Truth About Branding The Consumer gets Branding simply because they buy into it.
  • 7. The Truth About Branding Consumers are loyal to brands because: • they enjoy the customer experience • they trust the brand and what it stands for • they can engage with the brand on all levels and know they will have the same consistent conversation. • they buy into the lifestyle and associations the brand offers
  • 8. More importantly, they believe in the brand from an emotional level
  • 9. The consumer is making their own choice through instinct, and because it feels right. Not because we tell them it’s right.
  • 10. The Truth About Branding The Hard Sell is dead
  • 11. Today the world is BUSY and over-communicated.
  • 12. The Truth About Branding We as consumers see over 5000 advertising messages per day
  • 13. So how do you standout?
  • 14. The Truth About Branding Brand First. Product Second
  • 15. The Truth About Branding Brand unites and focuses your product with your customer.
  • 16. The Truth About Branding Engagement + Trust = $$$
  • 17. Brand requires long term commitment. Yet provides long term customer and staff loyalty.
  • 18. It’s not a quick fix. And it’s not a reaction. It’s a considered approach.
  • 19. Understand the love of brand. Branding is Engagement At Every Level. It’s the Experience, the Feeling and The Gut Instinct we get when we come into contact with a brand -
  • 20. This is not a new concept Some brands have been telling this story with their audience for years.
  • 21. The Truth About Branding These brands can launch a new product and know their customers will love it.
  • 22. These brands are leaders in their category, loyal to their customers.
  • 23. We the communicators are losing control over the conversation with the consumer. We are no longer in control of what is said and how quickly the message is distributed.
  • 24. What Needs to Change?
  • 25. The Truth About Branding Our understanding of what Brand represents in todays world
  • 26. It’s time to listen
  • 27. 1. Build your brand from your business • Align your business objectives with your brand strategy • Don’t make brand decisions in isolation. It is not a marketing activity • Incorporate branding in every engagement decision
  • 28. 2. Use your brand to facilitate converstaions • Encourage two way dialogue with your brand and your customers • Build a tribe within your marketplace • Inspire a company culture which is a community not a hierarchy.
  • 29. 3. Build your brand from the inside out Healthy brands must feel good on the inside to look good on the outside
  • 30. The Truth About Branding BRANDING FROM THE INSIDE OUT EMpLOYEES CUSTOMERS BRAND REALISATION pR CO NS AW IT LO Ef NG IT ID AR NG vI G YA ER ER EN RI IEIT IN LT EN A EL Iv Y CE AT ES HE B L IO N S RESULTS Organic Growth Competitive Advantage Engaged and Aligned Team Satisfied and Loyal Customers/Candidates
  • 31. The Truth About Branding Happy Staff = Happy Customers
  • 32. The Truth About Branding So what makes up a brand?
  • 33. 1. The foundation • Vision and values • Personality • Essence and story • Architecture
  • 34. The Truth About Branding 2. The Environment • USP • Differientation • Positioning • Community • Perception
  • 35. The Truth About Branding 3. The Experience • Messaging • Spirit • Association • Tone and Language • Engagement and dialogue v
  • 36. The Truth About Branding And always remember...
  • 37. The Truth About Branding Its all about brand.
  • 38. The end. The Truth About Branding By Liz Mercogliano +61 417 557 212 Melbourne, Australia