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Behind the Megaphone
 

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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    Behind the Megaphone Behind the Megaphone Presentation Transcript

    • BRAND DRIVEN digital Behind the Megaphone Why Your Brand Matters Now More Than Ever nick westergaard | branddrivendigital.com | 2014
    • Schooled by a Realtor Photo via Flickr user woodleywonderworks
    • Background @NickWestergaard
    • Source: Hubspot
    • Source: Hubspot
    • Source: Hubspot
    • Source: Hubspot
    • The Megaphone Is Changing
    • No More Photo via Flickr user Pank Seelen
    • Listening vs. Talking Photo via Flickr user rox sm
    • Long Tail Photo via Flickr user BinaryApe
    • “ 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
    • 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.
    • You Are a Brand, Too
    • 1 How to Build 
 Your Brand
    • Your Brand Blueprint ‣ Spark ‣ Promise ‣ Narrative ‣ Vocabulary ‣ Visuals
    • Start with a Spark
    • The Brand Promise
    • Brand Promise = WHAT You Do 
 for WHOM
    • Narrative Photo via Flickr user view-askew
    • Vocabulary & Voice Photo via Flickr user hiddedevries
    • Visuals Photo via Flickr user Ali Smiles
    • 2 The Brand Blueprint 
 in Action
    • Spark Photo via Flickr user HidingInABunker
    • Promise Photo via Flickr user (e)Spry
    • Narrative Photo via Flickr user roshan1286
    • Vocabulary Photo via Flickr user Acarlos1000
    • Visuals Photo via Flickr user Doonvas
    • Photo via Wikimedia Commons user Asolsma1988
    • Personal Brand Blueprint in Action ‣ Spark ‣ Promise ‣ Narrative ‣ Vocabulary ‣ Visuals
    • 3 Engaging Others 
 in Your Branding
    • Raving Fans Photo via Flickr user goodrob13
    • Everyone’s a Marketer Photo via Flickr user .Wayne Large
    • The Axis of Easy Understand EASY Share Adapt
    • Source: Ben & Jerry’s Fan Photo
    • 4 Finally
    • There are a BILLION People on Facebook
    • Brand Following Behavior Has Doubled
    • No Single Brand Dominates
    • BRAND EQUALIZER
    • “ YOUR BRAND 
 isn’t what you do.
 IT’S WHAT YOU 
 BELIEVE.” – dean westergaard, president, westergaard llc
    • BRAND DRIVEN digital Questions? ! blog: branddrivendigital.com podcast: worktalkshow.com
 twitter: @nickwestergaard nick westergaard | branddrivendigital.com | fall 2013 2014