Building a mosaic brand

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The world has changed. It’s not about creating one-way, company-to-customer impressions anymore —if it ever was. Sure, you still put your products and messages in the marketplace. But now your customers put their experiences and expectations there, too. It all works together to create what we’ve come to agree is a “brand.” But the image is out-of-date: success in this new era isn’t about searing impressions... it’s about arranging them. It’s about creating a mosaic of inputs and ideas, carefully positioned relative to each other. In this session, learn how you can collect all the pieces—both organization- and crowd-generated—and turn them into something people see, understand, and, most importantly, care about enough to pay for.

Business

Who I am
  Tamsen McMahon
  tamsen@sametz.com
  @tamadear
  http://www.slideshare.net/tamadear

  Sametz Blackstone Associates
  www.sametz.com
  www.sametz.com/roundthesquare
  @sametz
  http://www.slideshare.net/
SametzBlackstone

  Brass Tack Thinking
  brasstackthinking.com

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While the number of people, businesses, and organizations active on social platforms continues to grow daily, not everyone is sold on the value of social media marketing. And while you may "get it"—the whys and hows of social media marketing—sometimes it seems like an impossible task to convince skeptics to suspend their disbelief and dive in. But what if instead of relying on faith, you could show results? What if you could replace skepticism with support—and success? You can. By dropping a little ... science! In this seminar, we'll explore how the centuries-old Scientific Method provides a framework that anyone can use within any organization to make a case for social media. You'll convert even the deepest fears about going social into confident enthusiasm. Plus, you'll discover a straightforward, seven-step framework to get you started implementing customized, documentable, and measurable social media efforts.

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Building a mosaic brand

1. Building a Mosaic Brand PodCamp Boston 5 – 26 September 2010 Sametz Blackstone Associates

2. Who I am   Tamsen McMahon   tamsen@sametz.com   @tamadear   http://www.slideshare.net/tamadear   Sametz Blackstone Associates   www.sametz.com   www.sametz.com/roundthesquare   @sametz   http://www.slideshare.net/ SametzBlackstone   Brass Tack Thinking   brasstackthinking.com

5. That doesn’t work anymore. (If it ever did.)

6. They’re not cattle.

7. They’re people.

8. Brands exist in heads (and hearts)…

9. Not headquarters.

10. BRAND ≠ LOGO (And never did.)

11. BRAND ≠ MESSAGE (It’s bigger.)

12. BRAND ≠ PR (And never did.)

13. It’s not…a brand.

14. It’s a mosaic.

15. And you need to build yours.

16. Subject Audience Material Style Resolution supplies

17. Subject http://www.flickr.com/photos/antmoose/17434145/

18. http://www.flickr.com/photos/antmoose/17434145/

19. CREST

20. AQUAFRESH

21. REMBRANDT

22. TOM’S OF MAINE

23. BROGAN

24. K.D. PAINE

25. KANTER

26. YOU?

27. Audience

28. Material

29. Style

30. Resolution

33.

34. CONTROL

35. CREATE

36. CONTENT

37. CONTEXT

38. You’re the artist.

40.

41. Who I am   Tamsen McMahon   tamsen@sametz.com   @tamadear   http://www.slideshare.net/tamadear   Sametz Blackstone Associates   www.sametz.com   www.sametz.com/roundthesquare   @sametz   http://www.slideshare.net/ SametzBlackstone   Brass Tack Thinking   brasstackthinking.com

Building a mosaic brand

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