Achieving Brand Recognition Charlottetown, Prince Edward Island [01] [21] [09]

achieving brand recognition is getting people to, well, recognize you…

what is a brand…

look at me for example…

i use a macbook, i have an iphone, i have the body of an olympic swimmer and i’m sexy…

people are great at getting recognized…

madonna…

robert downey jr…

what if you’re a business…

exxon…

maple leaf…

to achieve brand recognition, you’ve got to give your audience something to talk about…

what about a commodity, let me read you a story…

1964 world’s fair…

whatever wayne, that was 40 years ago…

for $20…

… what is the only difference between a regular (kids meal) cheeseburger from mcdonald’s and burger king…

sesame seeds

one pounds home, we’re flamed broiled… one promotes a clown in a yellow jump suit…

it’s easier to write about a clown…

it’s also easier to write about a tiger than sneakers…

wayne, whatever, I don’t golf and I don’t eat…

fsp turns long pole pine into siding, so what, it’s all the same…

to the homeowner you sell…

beauty, home, warmth, warranty and endless color…

to the contractor you sell…

$ well not really, you sell him labor dollars…

ok, wayne, so I’ve come up with a number of usp’s that makes me different, now am I ready to be recognized…

but wait, there’s more…

linus tells charlie brown he does not care about the dirt on the back of his shoes as he leaves the room… it’s only the front that counts…

linus is wrong, the back of the shoes do count, its all about the details…

your image, your message, your story, your process, your product, cleanliness and a surly receptionist…

EAT THIS! (another quick story… how much is your business worth)…

ok, i hired a few good people can I tell my story to the masses…

your message has got to be simple... no one has the time to interpret what you’re saying…

for another $20…

what is… the gravitationally completely collapsed object…

black hole

in marketing if you have a hard time writing about a company or product, you need a better product or a better company…

it’s all about clarity…

in case you think that black hole a few slides ago was a fake… largest black hole found and is… at the heart of a quasar called qj287 it is 3.5 billion light years away it is the size of an entire galaxy it has a mass of 18 billion suns

i’ve got my story, i’ve got something to say, it’s unique, different, better, faster stronger and my customers & fans are fanatics, now what do I do…

make it easy for them to tell others…

media channels have changed…

research centre… tracked the last 6 years to determine how consumers found their news…

technology has leveled the playing field, amplify your message…

we have a client who has 14,865 individual opt-in residents who ask to receive a message from them every two weeks…

the population of the city they live in is only 60,000…

they communicate to 25% of all residents every couple of weeks… costs them about $387.50…

jim gilbert a new to you car sales person…

technology, bah humbug, people won’t talk…

the first photos of u.s. airways flight 1549 posted on twitter from janis krum’s iPhone.

give them a reason to talk, preach, rave and find out who you really are… if you do this, you’ll never have to worry about revenue again…

you have to do it right…

how’s your marketing peel, let me read you another story…

field trip!

if done right, they could have engaged a passionate community… (achieve brand recognition)

watermelon contest for kids…

if done right, kids would be telling friends via facebook, text messaging and most importantly they would be buying 1000’s of watermelons! (achieve brand recognition)

consistent peel from a bag of matchstix…

if done right, they could have captured consumer data… (achieve brand recognition)

there are lots of ways to get people talking about you, however, it does take time and resources…

make your products and services better…

a bit of caution… you start with a bucket of trust, your brand promise…

“ some are born great, some achieve greatness” Shakespeare, twelfth night, II-v

THANK YOU!