Stuck in the same old habits with your brand and not sure where to go next? Walk with us through a 12-step program designed to help “brand addicts” everywhere break the mold and create something fresh and exciting.

1. 12 Step Program
to a
Bigger,
Better,
Bolder
Brand

2. 1. Admit you have a problem

3. Common problems
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Positioning
Messaging
Packaging
Advertising
Website

4. 2. Believe it can be better

5. Marketing changes are
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Emotional
Subjective
Unpopular
Logistically challenging
Risky

6. 3. Take an honest, fearless inventory

7. Do this by
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Soliciting feedback
Sales force
Retailers
Evaluating competition
Primary/secondary research

8. 4. You are usually not the customer

9. Evaluate marketing
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Through the customer’s eyes
Based on target audience feedback
Without personal bias
Customer is smarter than you think
Worst case scenario

10. 5. Consider
your
stakeholders

11. Think about
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Customer
Board of Directors
Shareholders
Employees
Regulators
Channel partners

12. 6. Don’t yield
to peer
pressure

13. Try to
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Borrow from unrelated concepts
Explore unique graphics
Adopt a new perspective or paradigm
Experiment with messaging
Find your voice

14. 7. Take some risks

15. Zig when others zag

16. Risks that can pay off
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Surprise
Humor
Unique visual combinations
Unique delivery (packaging)
Custom photography

17. 8. Be relevant

18. Ask yourself
• Why should my prospect care about this?
• How can I facilitate interaction?
• How can I reward loyalty?

19. 9. Is it time to grow up?

20. Companies change & evolve
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Mergers
Acquisitions
Joint ventures
Licensing agreements
R&D process

21. 10. Dress the part

22. Look sharp
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Frequency is job #1
Gross impressions are secondary
Segment your market
Stand out in a crowd
Build a family around your brand

23. 11. Follow your passion

24. Keep the Hive Alive!
• Cause marketing opportunities
• Work with local causes will engage employees
• Prospects would rather buy from transparent
companies with similar values

25. 12. Celebrate your successes

26. Success begets success!
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Builds morale
Rewards stakeholders
Improves accessibility
Customers like successful partners

27. Time to shift gears?
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Concept−Brand story
Content−Brand validation
Connection−Brand relevance
Community−Brand evangelism
Continuity−Brand integration

28. Thank you
www.brandhive.com