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Behind the Megaphone

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Why Your Brand Matters Now More Than Ever — originally presented at ICAAR on February 12, 2014.

Why Your Brand Matters Now More Than Ever — originally presented at ICAAR on February 12, 2014.

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  • 1. BRAND DRIVEN digital Behind the Megaphone Why Your Brand Matters Now More Than Ever nick westergaard | branddrivendigital.com | 2014
  • 2. Schooled by a Realtor Photo via Flickr user woodleywonderworks
  • 3. Background @NickWestergaard
  • 4. Source: Hubspot
  • 5. Source: Hubspot
  • 6. Source: Hubspot
  • 7. Source: Hubspot
  • 8. The Megaphone Is Changing
  • 9. No More Photo via Flickr user Pank Seelen
  • 10. Listening vs. Talking Photo via Flickr user rox sm
  • 11. Long Tail Photo via Flickr user BinaryApe
  • 12. “ The Reality of the New Media World 
 is that if your brand does not have a belief, if it does not have a soul and does not correctly architect its messages everywhere it touches consumers, it can become irrelevant. It can be ignored, or even become a focal point for online contempt.” – lee clow, chairman and global director, tbwaworldwide
  • 13. A brand can be any noun (person, place, or thing) that needs someone else to take action (purchase, promote, advocate, and so on). ! A brand does this by creating a series of IDEAS and TOUCH POINTS that build a larger message which draws the desired party close, engages them emotionally, and inspires them to take action.
  • 14. You Are a Brand, Too
  • 15. 1 How to Build 
 Your Brand
  • 16. Your Brand Blueprint ‣ Spark ‣ Promise ‣ Narrative ‣ Vocabulary ‣ Visuals
  • 17. Start with a Spark
  • 18. The Brand Promise
  • 19. Brand Promise = WHAT You Do 
 for WHOM
  • 20. Narrative Photo via Flickr user view-askew
  • 21. Vocabulary & Voice Photo via Flickr user hiddedevries
  • 22. Visuals Photo via Flickr user Ali Smiles
  • 23. 2 The Brand Blueprint 
 in Action
  • 24. Spark Photo via Flickr user HidingInABunker
  • 25. Promise Photo via Flickr user (e)Spry
  • 26. Narrative Photo via Flickr user roshan1286
  • 27. Vocabulary Photo via Flickr user Acarlos1000
  • 28. Visuals Photo via Flickr user Doonvas
  • 29. Photo via Wikimedia Commons user Asolsma1988
  • 30. Personal Brand Blueprint in Action ‣ Spark ‣ Promise ‣ Narrative ‣ Vocabulary ‣ Visuals
  • 31. 3 Engaging Others 
 in Your Branding
  • 32. Raving Fans Photo via Flickr user goodrob13
  • 33. Everyone’s a Marketer Photo via Flickr user .Wayne Large
  • 34. The Axis of Easy Understand EASY Share Adapt
  • 35. Source: Ben & Jerry’s Fan Photo
  • 36. 4 Finally
  • 37. There are a BILLION People on Facebook
  • 38. Brand Following Behavior Has Doubled
  • 39. No Single Brand Dominates
  • 40. BRAND EQUALIZER
  • 41. “ YOUR BRAND 
 isn’t what you do.
 IT’S WHAT YOU 
 BELIEVE.” – dean westergaard, president, westergaard llc
  • 42. BRAND DRIVEN digital Questions? ! blog: branddrivendigital.com podcast: worktalkshow.com
 twitter: @nickwestergaard nick westergaard | branddrivendigital.com | fall 2013 2014

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