B2B-Content Marketing – Weg von Selfies, hin zu Blockbuster-Marketing #AFBMC
Final Project - Presentation copy
1.
2. “
”
All of us need to understand the importance of
Branding. We are ceo’s of our own companies: me inc.
To be in business today, our most important job
Is to be the head marketer of the brand called you.
-Tom Peters in “Fast Company”
3. • introduction
• literature review
• research methodology
• results
- survey
- case studies
• conclusions & recommendations
4. “
”
Branding is about understanding
The brand values and positioning,
And developing an expression
Across the various media.
-Melissa Davis in “More Than a Name:
An Introduction to Branding”
5. objectives
awareness Who? success
Q1. Do successful leaders with
personal branding achieve a place in
the top-of-mind of consumers?
Q2. What is the general idea
of the concept of personal
branding, and who needs it?
Q3. Is company success
influenced by their leaders
personal brand?
6. objectives
awareness Who? success
Q4. Can personal branding, included in
the business or marketing strategy,
positively influence the financial
development of a company?
Q5. Which industries can personal
branding benefit?
7. “ ”
Personal brand is the powerful, clear,
Positive idea that comes to mind
Whenever other people think of you”.
-Peter Montoya in ”The Brand Called You”
“
”
Personal brand is an asset that must Be managed with
the intention of Helping others benefit from having A
relationship with you and/or by being associated with
your work and the industry you serve.
-Glenn Llopis for Forbes
9. SOURCE: REPPLER
92%Social media is
imperative
68%Are into blogging
54%Make use of
google+
57%Make use of
facebook
17%Make use of
twitter
58%Think that
content is king
SOURCE SOCIAL MEDIA REPORT
10. Source: Weber Shandwick
66% of consumers believe
that the image of a CEO can affect
the reputation of the organization
Employees 49% link the company’s
reputation to the CEO’s image
59% of consumers said that
“are influenced by what top
leaders communicate”
ceo
11. how to create a personal brand
Brand mantra
(1) finding an “emotional
appeal”
(2) describing the
“emotional appeal”
(3) understanding the
purpose
implementation
(1) master your craft
first
(2) be known for
something
(3) leverage what you
have
consistency
(1) transform the personal
into business
(2) use social media to keep
business brand personal
(3) if it doesn’t match your
personal brand, don’t do it
13. hypothesis
“
”
Business equity can be increased through
successfully implemented personal branding of
senior management within a company’s marketing
strategy.
14. 100%THINK OF STEVE
JOBS AND APPLE
76%THINK EVERYBODY
SHOULD HAVE PB
54%WERE NOT SURE OF THE
CEO OF VIRGIN RECORDS
93%AFFIRM IT AFFECTS
HIRING PROCESS
54%LEADERSHIP,
GRAPHIC LINE
71%BELIEVE IT SHOULD BE
INCLUDED IN A PLAN
20. hypothesis
“
”
Business equity can be increased through
successfully implemented personal branding of
senior management within a company’s marketing
strategy.
ACCEPTED
21. • every employee
(senior management)
should develop a
personal branding strategy.
• brand equity, awareness
and financial development
of a company are positively
impacted by the implementation
of personal branding strategies.
22. recommendations
For individuals For managers For companies
(1) identify your core product.
(2) consistency and persistence are key.
(3) create an iconic look and style.
(4) include strategic
diversification strategies.
(1) develop a graphic line
(2) produce content
(3) be honest and genuine
(1) invest in the
development of personal
branding for employees
23. • the success of including
recruitment campaigns as a
marketing tool to create
word of mouth.
• Different behavior of different
age, cultural, and gender groups.
