You, You Brand and Your Marketing Presentation for WeConnect International Supplier Diversity Conference November 24th 2015

1. Angela Bates
IBM Global Entrepreneur Leader, UK & Ireland
@angelajbates
You
Your brand
Your marketing

2. Today
§ Instaduction
§ What do you know about IBM?
§ What is a Brand?
§ What is marketing?
§ What is your personal brand?

3. Instaduction

4. So, you think you know about
IBM?

5. IBM started after the merging of
a number of different companies
over 70 years ago

6. In 1943, the first female IBM Vice
President was appointed

7. IBM created the first professional
training school for women

8. 1990’s IBM made the power of
computing accessible to
companies of all sizes for the first
time

9. IBM helped get man on the moon

10. What is a brand?

11. ‘At
its
simplest,
a
brand
is
a
recognisable
and
trustworthy
badge
of
origin,
and
also
a
promise
of
performance’
–
Paul
Feldwick,
What
is
a
Brand?
What is a brand?
RB

12. Brands and how they fit with marketing
Your brand
• Who you are, what you do, why it matters
Marketing
• Creates and nurtures relationships
Marketing plan
• Path for achieving your goals
BM

14. 14
Our Brand Strategy requires us first and foremost to be
a great company
Be a great company,
therefore a great
brand
• A company that is a
leader in all the markets it
serves
• A company that is held in
high esteem by the
constituents with whom
it’s engaged
• A company that operates
on a higher standard than
just what is required by
law or regulation
• A company that is in the
service of others –
dedicated to making
world-changing impact
• A company that is willing
to reinvent what being a
business means

15. 15
An enduring
Idea…
Who they
serve
How they
are primarily
experienced
What
differentiates
them
What makes a
great brand?

16. 16
An enduring
Idea…
Who they
Serve
How they
are primarily
Experienced
What
differentiates
Them
Thinking Differently Contrarian
Product Design Simple Design

17. 17
An enduring
Idea…
Who they
Serve
How they
are primarily
Experienced
What
differentiates
Them
Feeling Happy The optimist in
everyone
Social setting,
friends and family
Iconic coke bottle

18. 18
An enduring
idea:
“Our definition of progress is the application of
intelligence, reason and science to improve business,
society and the human condition. To make the world work
better! Not about making the world a better place
necessarily its about making the systems of the world
work better” – Ginni Rometty
World-
changing
progress

19. 19
In service of:
Forward
thinkers

20. 20
Experienced
through:
The IBMer

21. 21
Differentiated by:
Our values
Innovation that
matters, for our
company and
for the world.
Trust and
personal
responsibility in
all relationships.
Dedication to
every clients
success.

22. 22
Differentiated by:
Living our values
Who they serve:
Forward thinkers
An enduring idea:
World-changing progress
Experienced through:
The IBMer
22

23. 23
A cognitive business is a business that thinks

24. 24

25. What is Marketing?

26. BM
The Marketing Concept
Everything you do to represent your
organisation
Not just advertising, public relations
and sales
All activities are driven by the desire to
satisfy customer needs

27. The Marketing Function
Process of planning and executing the conception, pricing, promotion and
distribution of ideas, goods, and services to create exchanges that satisfy
individual and organisational objectives.
The American Marketing Association

28. § What is a marketing plan?
– Roadmap
– Includes concrete, measurable
objectives
– Provides a clear path for
communicating your goals
§ Why is it important?
– Defines a process
– Ensures best outcomes from your
efforts
The basics
RB

29. ‘The basics of marketing planning – The Four Ps’
BM
Place

30. § Process
– methods and procedures
– Standard, repeatable outcomes
§ Presentation
– How you appear from outside?
§ Proof
– Showcasing value through compelling communication
Three more ‘Ps’ for service organisations
BM

31. Who do we
want to
reach?
Question for planning
Who are we?
How are
we doing? Where do we
want to go?
How do we
get there?
What do
we offer?
RB

33. Some more about ‘Place’
New Ecosystems and working
with large companies

34. Ecosystems are a type of economic network
ec•o•sys•tem /ˈekōˌsistəәm, ˈēkō- / Noun
Origin: 1935
A community of organisms together with their physical environment,
viewed as a system of interacting and interdependent relationships
Complex web of
interdependent
enterprises and
relationships orchestrated
to create and deliver
business value

35. It’s complicated
35
Technology is enabling
ecosystems to thrive
IBM Institute of Business Value –
“The New Era of Ecosystems”

36. Understanding the sales channel
36
Your
cool
idea or
product
“PartnerJudo
The Inside Story: How To
Build Enterprise Tech
Alliances and Sell Your
Company” – Nigel Beck

37. Be your own status report
37

38. What do people say about you
when you’re not in the room?

39. Your personal brand
What are you
passionate
about?
What are
you good
at?
What does
the world
need?
39
Brand
Purpose

40. 40
My
enduring
Idea…
Who I
serve
How am I
primarily
experienced
What
differentiates
me
Thinking Creatively Entrepreneurs
Online and in
person
Experience, Passion
and Positivity

41. Thank you
stewaa3@uk.ibm.com
@angelajbates