Brand Strategy:The Rising TideThat Lifts All Ships© 2011 Brandlift LLC
Key takeaways‣ The costly mistake too many marketers  + companies make‣ Why brands have such a powerful impact  on busines...
© 2011 Brandlift LLC
Ready to hooksome customers?© 2011 Brandlift LLC
Ready = eager + prepared‣ Which do we want + why?‣ Where are they?‣ What are they looking for + when?‣ Who else is fishing?...
“...You see these absolutelybeautiful, well-programmed sitesthat are missing that key pieceof saying the right things to t...
“...that key piece...” is acompellingbrand message© 2011 Brandlift LLC
“Brand:A collection of images, ideas +descriptive symbols that conveythe essence of a company,product, or service         ...
“ brandabout a product,Afeeling        is a person’s gutservice, or company.                       Marty Neumeier         ...
The rising tide‣ Brands inject focus, flavor + purpose—  producing a lifting effect on business  performance + value       ...
Missing the boat‣ Trying to be all things to all people‣ Tactics before (or instead of) strategy                ‣ Easier +...
Really?!?‣ “Our primary goal is to make every transaction a  positive experience for our customers.”‣ “We take seriously o...
“Digital technology has notchanged the basic principles ofbrand building...the digital world,if anything, has served to re...
Building a brand        Discover       Define   Develop   Deploy© 2011 Brandlift LLC
The missing “D”        Discover       Distill   Define   Develop   Deploy© 2011 Brandlift LLC
“ be interesting, butCreativity without focusmayit’s not motivating.                       Allen P. Adamson               ...
What makes brands sopowerful?© 2011 Brandlift LLC
“Brand:Serves to create associations +expectations; key objective is tocreate a relationship of trust                     ...
Products sell on features + benefits            Brands sell on promises,                   expectations + emotions© 2011 Br...
Products compete on price            Brands take price out of the equation                   (or command premiums)© 2011 B...
Products invite side-by-side                     comparisons            Brands establish true competitive                 ...
Products can earn loyal users            Brands inspire trust, passion +                   evangelism© 2011 Brandlift LLC
MYTH:            Branding is a logo or company name            TRUTH:            Branding is about an identity—built      ...
MYTH:            Branding is making an email or                        brochure look pretty            TRUTH:            B...
MYTH:            Branding is told to audiences            TRUTH:            Branding is two-way conversations             ...
MYTH:            Branding is an occasional marketing                        program            TRUTH:            Branding ...
MYTH:            Branding is just tactical, like websites                        + campaigns            TRUTH:            ...
MYTH:            Branding is a fabrication or “fluff”            TRUTH:            Branding is built on truths© 2011 Brandl...
MYTH:            Branding is only for big companies            TRUTH:            Branding is attainable + powerful for    ...
MYTH:            Branding is an expense            TRUTH:            Branding is an investment toward a                   ...
Your target customers are drowningin a sea of mindless marketing.They’re bored, confused, tired...and indifferent.Problem?...
Oropportunity?© 2011 Brandlift LLC
© 2011 Brandlift LLC
“ isout, not toSuccess relatedstandingfitting in.Creative Director Don Draperof AMC’s ad agency drama “Mad Men”   “© 2011 B...
© 2011 Brandlift LLC
© 2011 Brandlift LLC
Brand Strategy    ‣ Who you’re talking to                       ‣ Audiences + their motivations    ‣ What you say         ...
4 key questionsto help you attract moreof the customers you want© 2011 Brandlift LLC
What qualities do my mostdesirable customers share?‣ Prioritize what’s most valuable to you                ‣ High revenue ...
What’s most importantto my target customers?‣ It’s not you...it’s them!                ‣ Too many companies fixate on thems...
Does my businessstand out or blend in?‣ You can’t afford to be typical                ‣ Pinpoint what your best customers ...
How do I establishthe right foundation?‣ Planning, discipline, imagination,  courage...+ balance!                         ...
Discover   Distill    Define   Develop   DeployThe input...                 Offerings                                  Pers...
Discover   Distill   Define   Develop   DeployThe output...                                                               B...
Discover   Distill   Define   Develop   DeployThe lift...Clarity                               AlignmentUnified, focused + s...
Discover   Distill     Define   Develop    DeployThe ships...                                                              ...
The payoff...Employee   Prospect    Sales         Customer    Marketpride +    awareness + efficiency +   loyalty +   confid...
Quick recap—then questions‣ A brand is the essence of a company,  product, or service‣ People form emotional connections  ...
Recap...‣ Brands lift marketing effort + investment‣ Brand strategy provides an  indispensable framework that  guides all ...
Recap...‣ The principles of brand building  are constant‣ The best brands balance substance +  style (“logic + magic”) to ...
Recap...‣ Pursuing tactics before (or instead of)  strategy is a costly mistake many  companies make‣ Invest in your brand...
Insights + inspiration                       Allen P. Adamson   Marty Neumeier© 2011 Brandlift LLC
Thanks!Questions / feedback?             Andy Goldenberg             andy@brand-lift.com             Or let’s talk now...©...
Brand Strategy:The Rising Tide That Lifts All Ships“You see these absolutely beautiful, well-programmed         We’ll expl...
2011 Speaker:Andy GoldenbergAndy Goldenberg challenges growth-oriented companies to stand out—positioningthem to attract m...
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Brandlift podcamp 2011 'rising tide' presentation

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“You see these absolutely beautiful, well-programmed sites that are missing that key piece of saying the right things to the right people.”

That opinion was published in BtoB Magazine’s Interactive Marketing Guide for 2008. While we believe the underlying sentiment still rings true today, the point extends beyond web sites to many facets of digital (as well as offline) marketing.

Having attended Podcamp Philly a few years ago, we were impressed by the substance and impartiality of the many sessions. Yet the focus tended to be on the tactical (and often technical) levels of presenting and delivering messages.

WHAT ABOUT THE MESSAGE ITSELF?

We’ll explain the essence of strong, unique, and engaging brand communications (the tide) and how a well crafted platform will raise the effectiveness of the many digital tactics attendees will learn about in other Podcamp sessions: blogs, pay-per-click ads, SEO, social media, email marketing, and so on (the ships).

Attendees will gain a deeper understanding of: Branding myths; The impact of brands versus products; Key components + characteristics of persuasive brands/messages; Messaging pitfalls to avoid; Self-assessment questions to evaluate their own organization’s marketing assets + readiness

A campaign is only as good as its ability to reach—and motivate—its target audience(s). Join us and make sure your digital marketing efforts have the substance and style to move your market.

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Brandlift podcamp 2011 'rising tide' presentation

  1. 1. Brand Strategy:The Rising TideThat Lifts All Ships© 2011 Brandlift LLC
  2. 2. Key takeaways‣ The costly mistake too many marketers + companies make‣ Why brands have such a powerful impact on business‣ How to assess + improve the clarity + appeal of your brand/message© 2011 Brandlift LLC
  3. 3. © 2011 Brandlift LLC
  4. 4. Ready to hooksome customers?© 2011 Brandlift LLC
  5. 5. Ready = eager + prepared‣ Which do we want + why?‣ Where are they?‣ What are they looking for + when?‣ Who else is fishing?‣ How do we leverage our best attributes + tools to lure/secure the ones we want?© 2011 Brandlift LLC
  6. 6. “...You see these absolutelybeautiful, well-programmed sitesthat are missing that key pieceof saying the right things to theright people... “© 2011 Brandlift LLC
  7. 7. “...that key piece...” is acompellingbrand message© 2011 Brandlift LLC
  8. 8. “Brand:A collection of images, ideas +descriptive symbols that conveythe essence of a company,product, or service “© 2011 Brandlift LLC
  9. 9. “ brandabout a product,Afeeling is a person’s gutservice, or company. Marty Neumeier from The Brand Gap “© 2011 Brandlift LLC
  10. 10. The rising tide‣ Brands inject focus, flavor + purpose— producing a lifting effect on business performance + value ‣ All marketing touch points, efforts + dollars ‣ Key functions company-wide ‣ Deeper, human connections© 2011 Brandlift LLC
  11. 11. Missing the boat‣ Trying to be all things to all people‣ Tactics before (or instead of) strategy ‣ Easier + cheaper at first...but costly in the end – Communications are bland, unclear, or both – One-off results tend to disappoint – Hard to redo; harder to undo© 2011 Brandlift LLC
  12. 12. Really?!?‣ “Our primary goal is to make every transaction a positive experience for our customers.”‣ “We take seriously our obligations to our clients. We have the will and the resources to meet their needs.”‣ “From service implementation to ongoing support, we make customer care a top priority.”© 2011 Brandlift LLC
  13. 13. “Digital technology has notchanged the basic principles ofbrand building...the digital world,if anything, has served to redefinethe scale of power... Allen P. Adamson from BrandDigital “© 2011 Brandlift LLC
  14. 14. Building a brand Discover Define Develop Deploy© 2011 Brandlift LLC
  15. 15. The missing “D” Discover Distill Define Develop Deploy© 2011 Brandlift LLC
  16. 16. “ be interesting, butCreativity without focusmayit’s not motivating. Allen P. Adamson from BrandSimple “© 2011 Brandlift LLC
  17. 17. What makes brands sopowerful?© 2011 Brandlift LLC
  18. 18. “Brand:Serves to create associations +expectations; key objective is tocreate a relationship of trust “© 2011 Brandlift LLC
  19. 19. Products sell on features + benefits Brands sell on promises, expectations + emotions© 2011 Brandlift LLC
  20. 20. Products compete on price Brands take price out of the equation (or command premiums)© 2011 Brandlift LLC
  21. 21. Products invite side-by-side comparisons Brands establish true competitive differentiation© 2011 Brandlift LLC
  22. 22. Products can earn loyal users Brands inspire trust, passion + evangelism© 2011 Brandlift LLC
  23. 23. MYTH: Branding is a logo or company name TRUTH: Branding is about an identity—built on personality, principles + a promise to customers© 2011 Brandlift LLC
  24. 24. MYTH: Branding is making an email or brochure look pretty TRUTH: Branding is delivering compelling, memorable stories© 2011 Brandlift LLC
  25. 25. MYTH: Branding is told to audiences TRUTH: Branding is two-way conversations with people© 2011 Brandlift LLC
  26. 26. MYTH: Branding is an occasional marketing program TRUTH: Branding is a consistent + ongoing company initiative© 2011 Brandlift LLC
  27. 27. MYTH: Branding is just tactical, like websites + campaigns TRUTH: Branding is strategic, incorporating positioning, messaging + behavior© 2011 Brandlift LLC
  28. 28. MYTH: Branding is a fabrication or “fluff” TRUTH: Branding is built on truths© 2011 Brandlift LLC
  29. 29. MYTH: Branding is only for big companies TRUTH: Branding is attainable + powerful for any entity© 2011 Brandlift LLC
  30. 30. MYTH: Branding is an expense TRUTH: Branding is an investment toward a valuable business asset© 2011 Brandlift LLC
  31. 31. Your target customers are drowningin a sea of mindless marketing.They’re bored, confused, tired...and indifferent.Problem?© 2011 Brandlift LLC
  32. 32. Oropportunity?© 2011 Brandlift LLC
  33. 33. © 2011 Brandlift LLC
  34. 34. “ isout, not toSuccess relatedstandingfitting in.Creative Director Don Draperof AMC’s ad agency drama “Mad Men” “© 2011 Brandlift LLC
  35. 35. © 2011 Brandlift LLC
  36. 36. © 2011 Brandlift LLC
  37. 37. Brand Strategy ‣ Who you’re talking to ‣ Audiences + their motivations ‣ What you say ‣ Unique, meaningful message points ‣ What they gain ‣ How you’re different + credible ‣ How you convey it ‣ Creative expression + style ‣ Delivery + experience© 2011 Brandlift LLC
  38. 38. 4 key questionsto help you attract moreof the customers you want© 2011 Brandlift LLC
  39. 39. What qualities do my mostdesirable customers share?‣ Prioritize what’s most valuable to you ‣ High revenue 1 ‣ High margins ‣ Low maintenance ‣ Close proximity ‣ Optimal product mix© 2011 Brandlift LLC
  40. 40. What’s most importantto my target customers?‣ It’s not you...it’s them! ‣ Too many companies fixate on themselves 2 ‣ You have to first tell them how they’ll be better off ‣ Promise specific + relevant benefits© 2011 Brandlift LLC
  41. 41. Does my businessstand out or blend in?‣ You can’t afford to be typical ‣ Pinpoint what your best customers value 3 about your company/product ‣ Tell your story (make sure it’s authentic!) ‣ Appeal to targets’ emotions ‣ Be informative at the same time© 2011 Brandlift LLC
  42. 42. How do I establishthe right foundation?‣ Planning, discipline, imagination, courage...+ balance! 4 ‣ Ask tons of questions ‣ Mine for important themes + insights ‣ Boil it down so it’s easy to grasp ‣ Let your company’s personality shine© 2011 Brandlift LLC
  43. 43. Discover Distill Define Develop DeployThe input... Offerings Personality, values + culture Markets Touch points + feedback channels DISCOVERY Customers Powerful brands within + outside your field Competition Marketing + business objectives© 2011 Brandlift LLC
  44. 44. Discover Distill Define Develop DeployThe output... BALANCE Practicality Personality Description: Literal explanation of the business Tone: Evocative voice, style, metaphor/themes Credibility Character Facts: Performance track record + recognition Philosophy: Cultural values + uniqueness Function Form Structure/Navigation: Framework for Aesthetics: Visual design + impact as organizing + presenting content they relate to experience SUBSTANCE STYLE© 2011 Brandlift LLC
  45. 45. Discover Distill Define Develop DeployThe lift...Clarity AlignmentUnified, focused + substantive Marketing efforts + investmentidentity + competitive positioning  tied to business objectives Distinction InspirationUniquely expressive + A shared sense of pride, purposerecognizable communications  + excitement for the company’s capabilities, values + future© 2011 Brandlift LLC
  46. 46. Discover Distill Define Develop DeployThe ships... MOBILE SOCIAL WEBSITES SEARCH NEWSLETTERS TRAINING APPS MEDIA LEAD POINT-OF- LITERATURE BLOGS PRESENTATIONS GENERATION SALE MEDIA WOM/ INVESTOR CUSTOMER ADVERTISING EVENTS RELATIONS REFERRALS RELATIONS CARE© 2011 Brandlift LLC
  47. 47. The payoff...Employee Prospect Sales Customer Marketpride + awareness + efficiency + loyalty + confidence +engagement interest production revenue valuation© 2011 Brandlift LLC BRAND
  48. 48. Quick recap—then questions‣ A brand is the essence of a company, product, or service‣ People form emotional connections with brands© 2011 Brandlift LLC
  49. 49. Recap...‣ Brands lift marketing effort + investment‣ Brand strategy provides an indispensable framework that guides all communications + behavior‣ Digital technology magnifies brands’ impact + effectiveness (or lack thereof)© 2011 Brandlift LLC
  50. 50. Recap...‣ The principles of brand building are constant‣ The best brands balance substance + style (“logic + magic”) to create a powerful business asset© 2011 Brandlift LLC
  51. 51. Recap...‣ Pursuing tactics before (or instead of) strategy is a costly mistake many companies make‣ Invest in your brand foundation— take advantage of your opportunity to achieve true competitive separation© 2011 Brandlift LLC
  52. 52. Insights + inspiration Allen P. Adamson Marty Neumeier© 2011 Brandlift LLC
  53. 53. Thanks!Questions / feedback? Andy Goldenberg andy@brand-lift.com Or let’s talk now...© 2011 Brandlift LLC
  54. 54. Brand Strategy:The Rising Tide That Lifts All Ships“You see these absolutely beautiful, well-programmed We’ll explain the essence of strong, unique, andsites that are missing that key piece of saying the right engaging brand communications (the tide) and how athings to the right people.” well crafted platform will raise the effectiveness of the many digital tactics attendees will learn about in otherThat opinion was published in BtoB Magazine’sInteractive Marketing Guide for 2008. While we believe Podcamp sessions: blogs, pay-per-click ads, SEO,the underlying sentiment still rings true today, the point social media, email marketing, and so on (the ships).extends beyond web sites to many facets of digital (as Attendees will gain a deeper understanding of:well as offline) marketing. Branding myths; The impact of brands versus products; Key components + characteristics ofHaving attended Podcamp Philly a few years ago, wewere impressed by the substance and impartiality of the persuasive brands/messages; Messaging pitfallsmany sessions. Yet the focus tended to be on the to avoid; Self-assessment questions to evaluatetactical (and often technical) levels of presenting and their own organization’s marketing assets + readinessdelivering messages. A campaign is only as good as its ability to reach—andWhat about the message itself? motivate—its target audience(s). Join us and make sure your digital marketing efforts have the substance and style to move your market.© 2011 Brandlift LLC
  55. 55. 2011 Speaker:Andy GoldenbergAndy Goldenberg challenges growth-oriented companies to stand out—positioningthem to attract more of the customers they want, and to pursue opportunities withmore focus, more tools, and more confidence. In 2008, he formed Brandlift, a boutiquebrand strategy and communications agency, to fill the void created by businesses’widespread failure to differentiate themselves. (Is “We Love Our Customers” reallyunique? Or motivating?) Andy’s known for delivering “creative capital”—purposefulcommunications programs that balance strategic thinking with imaginative and artisticexpression. Prior to Brandlift, he spent 14 years leading the marketing of a fast-growingtelecom company, taking on the industry’s “big three” and guiding the corporate brandthrough no less than four mergers and a Chapter 11 reorganization. His work hasearned recognition on local and national levels, including the American BusinessAwards and Sales Excellence Awards.© 2011 Brandlift LLC

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