American Marketing Association- Colorado Chapter Knowledge Series <ul><li>Executing Brand Strategy through Social Media </...
“Almost all the growth that’s available to you exists when you aren’t like most people and when you work hard to appeal to...
<ul><li>brand  /  n.   1  your name.  2  what your name stands for.  3  associations with your name.  </li></ul><ul><li>br...
 
Post Mad Men World <ul><li>Traditional methods on life support </li></ul><ul><li>Do more with less </li></ul><ul><li>Expec...
Three Waves of Brand Development <ul><li>Marketing mind-set  </li></ul><ul><li>Corporate mind-set  </li></ul><ul><li>Enter...
Enterprise Brand www.blogSouthwest.com www.twitter.com/SouthwestAir www.facebook.com/Southwest www.youtube.com/NutsAboutSo...
Social Media
Get Connected  <ul><li>Rex Whisman </li></ul><ul><li>Principal </li></ul><ul><li>BrandED  consultants group </li></ul><ul>...
Next Steps <ul><li>Assess your brandscape </li></ul><ul><li>Know your purpose </li></ul><ul><li>Understand your principles...
<ul><li>“ Managing a brand is a lifetime of work.” </li></ul><ul><li>Howard Schultz </li></ul><ul><li>Chairman </li></ul><...
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A M A C O Knowledge Series, 120109

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Connecting Organizational Brand Strategy and Social Media

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A M A C O Knowledge Series, 120109

  1. 1. American Marketing Association- Colorado Chapter Knowledge Series <ul><li>Executing Brand Strategy through Social Media </li></ul><ul><li>An Organizational Perspective </li></ul><ul><li>University of Denver </li></ul><ul><li>December 1, 2009 </li></ul><ul><li>Rex Whisman </li></ul>
  2. 2. “Almost all the growth that’s available to you exists when you aren’t like most people and when you work hard to appeal to folks who aren’t most people.” Seth Godin, Tribes, 2009
  3. 3. <ul><li>brand / n. 1 your name. 2 what your name stands for. 3 associations with your name. </li></ul><ul><li>branding / v. 1 the process of aligning your internal culture with your external reputation. </li></ul>
  4. 4.
  5. 6. Post Mad Men World <ul><li>Traditional methods on life support </li></ul><ul><li>Do more with less </li></ul><ul><li>Expectation you stand for something </li></ul><ul><li>Need to be transparent </li></ul><ul><li>Should embrace emerging technology </li></ul><ul><li>Must be authentic and sustainable </li></ul><ul><li>Integrate life/work </li></ul>
  6. 7. Three Waves of Brand Development <ul><li>Marketing mind-set </li></ul><ul><li>Corporate mind-set </li></ul><ul><li>Enterprise mind-set </li></ul>Source: Mary Jo Hatch and Majken Schultz, Taking Brand Initiative , 2008.
  7. 8. Enterprise Brand www.blogSouthwest.com www.twitter.com/SouthwestAir www.facebook.com/Southwest www.youtube.com/NutsAboutSouthwest
  8. 9. Social Media
  9. 10. Get Connected <ul><li>Rex Whisman </li></ul><ul><li>Principal </li></ul><ul><li>BrandED consultants group </li></ul><ul><li>[email_address] </li></ul><ul><li>www.BrandEDus.net </li></ul><ul><li>www.brandchampionsblog.com </li></ul><ul><li>www.facebook.com/rexwhisman </li></ul><ul><li>www.twitter.com/rwhisman </li></ul><ul><li>www.linkedin.com/in/rexwhisman </li></ul><ul><li>www.youtube.com/rexwhisman </li></ul>
  10. 11. Next Steps <ul><li>Assess your brandscape </li></ul><ul><li>Know your purpose </li></ul><ul><li>Understand your principles </li></ul><ul><li>Seek out like-minded partners </li></ul><ul><li>Develop your plan </li></ul><ul><li>Test new media </li></ul><ul><li>Align your mission, core values and strategy </li></ul><ul><li>Live your brand </li></ul>
  11. 12. <ul><li>“ Managing a brand is a lifetime of work.” </li></ul><ul><li>Howard Schultz </li></ul><ul><li>Chairman </li></ul><ul><li>Starbucks </li></ul>

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