Your brand is not your logo, your font, or your colors. It isn’t your positioning statement, the promotional items you pass out, or who sits on your board. While those items are important, your brand is really the sum of your customers’ experiences. Come join us as we discuss how customer service, technology, and digital marketing trends work together to define your brand. We will share simple and effective ways to discover and monitor your online brand, communicate with your customer, incorporate digital into your marketing strategy, and consequently “UP” your company’s brand.

1. UPPING YOUR BRAND
AND ONE MARKETING PRESENTS

2. AN AND ONE MARKETING PRESENTATION
ABOUT AND ONE MARKETING
AND ONE Marketing Group is a small, women
owned Digital Marketing and PR Company. We
create customized, integrated digital marketing
strategies for companies that increase brand
awareness. We are owned and operated by natives
of the Hampton Roads area and focus on developing
relationships and partnerships with local businesses
and organizations. We are committed to exceeding
clients’ expectations with clear communication and
transparency, one-on-one interactions and
consistently delivering.
It’s your team AND ONE, so you never have to worry
about online marketing again.
2017
Hampton Roads
Top Business to Watch
It’s Your Team...AND ONE
Peyton Tata
Renée Fackler
www.AndOneMarketing.biz
CAGE CODE: 7RL87 | DUNS: 080344044
SWaM: 723676 | WBENC NATIONAL: WBE1700833

3. AN AND ONE MARKETING PRESENTATION
WHO IS THIS?
From Adam Ladd YouTube

4. WHAT MAKES A
GOOD BRAND?
In the same way you can take a toaster apart to see how it works, we’re
going to take apart a successful brand to see what makes it.

5. AN AND ONE MARKETING PRESENTATION
ELEMENTS OF A BRAND | Taking a look at GE
GE is an 125-year-old industrial company and they take their brand very seriously. Consistently ranked as a Top
Global Brand, they refer to themselves as a 125-year-old startup because “like a young company, we never settle.”
~90% of the Fortune 500 companies who were on the first Fortune 500 list in 1955, no longer make the cut;
however, GE is one of the few who remain alongside the likes of Amazon, Google, and Facebook.
This is their logo. And it is not their logo because somebody
designed it over 100 years ago, and it is easier to not change. Each
year, they ask customers, employees, and partners what the GE
logo means to them and they have studied the marks visual
reference over the years, especially when entering new markets.
They have “updated” the logo’s look for different form factors such
as CT scanners and mobile screens. They have a detailed
explanation for why the logo looks the way it does and they have
explored over 1,000 variations over the years to ensure its design
is doing everything they need it to do.

6. GE’S BRAND VIDEO
GE’S CULTURAL BELIEFS
AN AND ONE MARKETING PRESENTATION
ELEMENTS OF A BRAND | Taking a look at GE
WWW.GE.COM/BRAND
This is their font. Why is it their font? They will be
happy to explain to you in great detail. This font
was created in 2004 and has already evolved as
they needed a version specifically for small and
medium screens.
GE’S TAGLINES
1912-PRESENT
GE’S BRAND EQUATION
GE’S BRAND… STRAIGHT
FROM THE HORSE’S MOUTH.

7. AN AND ONE MARKETING PRESENTATION
Co-Founders of GoogleFounder of Facebook Founder of Amazon
Founder of GE… and the lightbulb: Thomas Edison
& Most Eligible Bachelor 1892 #littleknownfact
“Social Media doesn’t apply to my company.”
“We’re old-fashioned.” “That’s not us.”
“We don’t have anything interesting to post.”
“We don’t market to millennials.”
In a world of selfies, hashtags, and Snapchat…
HOW IS TOMMY EDISON STILL SO SEXY?!

8. AN AND ONE MARKETING PRESENTATION
DON’T JUST “BE” ON SOCIAL MEDIA…
DO
SOCIAL MEDIA
WITH EXCELLENCE.

9. AN AND ONE MARKETING PRESENTATION

10. NEVER SETTLE.
“How we grow and shift our brand is partly dictated by the world around us. We balance
being dynamic and relevant with remaining true to our core DNA. As we evolve our business
in anticipation of what the world will need, we create brand expressions to match business
intent. It is why our brand evolves rather than opts for full-scale reinvention. Our job is to
balance legacy with current and future aspirations.”
• ge.com/brand •
‣ Updated logo for different form factors (CT sncanners,
Mobile Devices, etc.)
‣ Explored over 1,000 variations over the years to ensure its
design is doing everything needed
‣ Font designed in 2004, has already evolved multiple
times as mobile screens have evolved
‣ 10+ taglines

11. WE LIKE TO BE EARLY, OFTEN FIRST,
ON PLATFORMS. IT’S VERY MUCH IN
KEEPING WITH THE DNA OF OUR
BRAND, A BRAND THAT FOR 125
YEARS HAS BEEN ABOUT
INVENTION… AND CANDIDLY, IT’S
OFTEN THE MOST COST-EFFECTIVE
TIME TO BE ON THE PLATFORM,
WHICH IS EARLY DAYS. YOU KNOW
YOU’RE LEARNING AND YOU’RE
DOING IT ORGANICALLY.
Linda Boff, CMO, GE

12. BUT WITH ALL THESE TECH
TRENDS…

13. WHERE IS
BRANDING HEADED?

14. ISN’T IT FUNNY
HOW DAY BY DAY
NOTHING CHANGES
BUT WHEN YOU
LOOK BACK,
EVERYTHING IS
DIFFERENT?
C.S. Lewis

15. BRANDING
HASN’T
CHANGED…
▸ Make people’s lives better
▸ Want into Need

16. …WE HAVE CHANGED
▸ Product → Consumer
▸ Want Customization
▸ Want Control
▸ Want Convenience

17. HOW DO I MAKE MY
BRAND BETTER?

18. BE AWARE
1.

19. YOUR BRAND IS WHAT OTHER
PEOPLE SAY ABOUT YOU WHEN
YOU’RE NOT IN THE ROOM.
Jeff Bezos, Founder & CEO, Amazon
AN AND ONE MARKETING PRESENTATION

20. AN AND ONE MARKETING PRESENTATION
BE AWARE OF WHAT PEOPLE ARE SAYING ABOUT YOU WHEN YOU’RE NOT IN THE ROOM
▸ Google Alerts
▸ Set them up for your brand, your competitors, your industry, industry leaders, etc.
▸ Google Trends
▸ Find out what is trending near you right now
▸ Twitter, Facebook, etc.
▸ Use the platforms themselves to search your name and see who is talking
about you
▸ Buffer & Hootsuite
▸ Set up feeds to monitor when customers mention or communicate with your
company

21. BE ANALYTICAL
2.
IF I SAY
“FIRST OF ALL”
RUN AWAY
BECAUSE I HAVE
PREPARED
RESEARCH, DATA,
CHARTS AND WILL
DESTROY YOU.
@ REBEL CIRCUS

22. WAR IS 90% INFORMATION.
Napolean Bonaparte
AN AND ONE MARKETING PRESENTATION

23. AN AND ONE MARKETING PRESENTATION
(NO, WE’RE NOT COMPARING MARKETING TO WAR.)
▸ Think with Google
▸ “Here you will find the data we’re exploring and the trends we’re tracking
along with forward-looking perspectives and behind-the-scenes looks at digital
campaigns - across industries, platforms and audiences.”
▸ Google Analytics
▸ Lets you measure your website engagement in countless ways. It can measure
your advertising ROI and track your social networking sites and applications.
▸ Facebook, Twitter, etc.
▸ Most social platforms provide their own insights to which posts are performing
the best
▸ BuzzSumo
▸ Analyze what content performs best for any topic or competitor
WE’RE SAYING TO DEVELOP ANY WINNING STRATEGY, YOU NEED TO HAVE AS MUCH INFORMATION AS POSSIBLE.

24. BE AVAILABLE
3.

25. IF YOU DON’T LISTEN TO YOUR
CUSTOMERS, SOMEONE ELSE
WILL.
Sam Walton, Founder, Walmart
AN AND ONE MARKETING PRESENTATION

26. AN AND ONE MARKETING PRESENTATION
THE “QUESTION MARK” EMAIL
‣ Jeff Bezos is the billionaire Founder
and CEO of Amazon.com.
‣ This is his email: jeff@amazon.com
‣ Customers can email Jeff at any time because
they know his commitment to customer service.
When a customer sends Bezos an email
complaining about something Amazon-related,
Bezos forwards the message to the appropriate
person at the company. The only addition
Bezos makes to the email is one character:
?

27. { IF YOU’RE NOT
AVAILABLE TO LISTEN
TO YOUR CUSTOMERS,
THEY WILL FIND AN
OUTLET TO BE
HEARD. }

28. BE ACTIONABLE
4.

29. THE WAY TO GET STARTED IS TO
QUIT TALKING AND BEGIN
DOING.
Walt Disney
AN AND ONE MARKETING PRESENTATION

30. YOU SELL YOUR PRODUCT OR SERVICE BY
SAYING IT WILL MAKE YOUR CUSTOMERS’
LIVES BETTER…
NOW PROVE IT.
After listening to your customers and compiling the data, what systematic
action are you incorporating into your business plan?

31. OPERATIONAL SYSTEM?
AUTOMATED SYSTEM?
AN AND ONE MARKETING PRESENTATION
WHAT SPECIFIC, MEASURABLE SYSTEMS ARE YOU PUTTING INTO PLACE TO ENHANCE YOUR CUSTOMERS’ LIVES?
I did not think twice about the fact I stumbled through Patriot’s Day because I knew I made a silly decision of streaming a video
in a remote area with poor service. Imagine my surprise when I find this in my email the next day:
TECHNOLOGICAL SYSTEM?

32. BE ADAPTABLE
5.

33. PEOPLE SHOP AND LEARN IN A WHOLE
NEW WAY COMPARED TO JUST A FEW
YEARS AGO, SO MARKETERS NEED TO
ADAPT OR RISK EXTINCTION.
Brian Halligan, CEO, HubSpot
AN AND ONE MARKETING PRESENTATION

34. AN AND ONE MARKETING PRESENTATION
DARWIN’S THEORY OF MARKETING | DOES YOUR COMPANY KEEP UP?
▸ 47% of online customers expect page load times of less than 2 seconds before they
consider leaving
▸ 40% of mobile users will give up after 3 seconds (faster than an analytics tool can track
that they were there)
▸ 75% of people will abandon a mobile site if it takes longer than 5 seconds to load
▸ 88% of online customers choose retailers who deliver high performance and user
friendly website experiences
▸ 79% of dissatisfied customers no longer revisit underperforming websites
▸ 46% of dissatisfied customers develop a lasting negative impression
▸ 44% will share their terrible, no-good experience with the world
▸ 60% of consumers use mobile devices exclusively to make quick purchasing
decisions

37. DON’T
FIGHT IT
…ADAPT

38. ENGAGE +
EMPOWER
ALSO

39. AN AND ONE MARKETING PRESENTATION
EVERYONE NEEDS TO BE ABLE TO WORK IN
A CALL CENTER.
JEFF BEZOS, FOUNDER & CEO, AMAZON
All Amazon managers are expected to be trained as call center representative. So, each year, Jeff Bezos asks thousands of
Amazon managers (including himself) to spend 2 of their training days in the call-center. The payoff? “Empathy and
humility for the customer.” In addition to being a powerful message to the managers that being customer-centric means
first and foremost, listening to the customer, it also allows for future innovation within the company. Bezos encourages
employees, regardless of seniority, to take ownership of their role in the gargantuan company and rewards employees who
suggest solutions to common complaints and problems they hear on the other end of the line. That is why, my friends, if
your order does not arrive, call Amazon. The call center representative is confident in his or her authority to ship out a new
order immediately for you. That makes the customer, happy. Which, in turn, makes them Amazon loyal.

40. AN AND ONE MARKETING PRESENTATION
A COMPANY IS STRONGER IF IT IS BOUND
BY LOVE RATHER THAN FEAR.
HERB KELLEHER, CO-FOUNDER, SOUTHWEST
Southwest is notorious for their A+ customer service. They also haven’t had a profit loss for a full year since
their conception in 1972. Something that is unheard of in many industries, but especially in the “dicey” airline
industry. Kelleher credits the importance of treating employees well, and again, empowering employees to
focus on customer service, not profit, because “Profit is a by-product of customer service. It is not an end in
and of itself.”

41. AN AND ONE MARKETING PRESENTATION
A(NOTHER) SOUTHWEST STORY
One of the many great examples of Southwest customer service
in action is when a Southwest employee saved a blind man’s
service dog, Banner. #TrueStory. When the blind man arrived at
the airport, a taxi ran over Banner’s leg. Despite profusely
bleeding, Banner continued his job of leading his owner, who
was unaware of his companion’s injury, to the plane. It was not
until two Southwest employees alerted the owner that Banner
was standing in a pool of blood with a large gash in his leg. The
employee immediately got a grip on Banner’s leg to stop the
bleeding, carried him to the car, and rode with them to the
veterinarian. All while gripping the dog’s wound.
The culture Southwest had cultivated allowed their employee,
Troy Anderson, to not think twice about potential consequences
of leaving his position to help rescue a pup. He felt empowered
enough to make a decision that was best for the customer,
without wasting time running it up the chain of command. Turns
out, that blind man was Larry Colbert, a very popular public
speaker.
Wonder how many loyal customers Southwest received from
Larry sharing his story of when a Southwest employee went
above and beyond…

42. AN AND ONE MARKETING PRESENTATION
WE BELIEVE CUSTOMER SERVICE
SHOULDN’T JUST BE A DEPARTMENT; IT
SHOULD BE THE ENTIRE COMPANY.
TONY HSIEH, CEO, ZAPPOS
Considering Zappos’ #1 value is “Deliver WOW Through Service”, no surprise they have gotten a handle on the whole customer
brand recognition thing. This is a story Rob Siefker, senior director of Zappos’ customer loyalty team, shared with Forbes’
contributor, Michael Solomon:
“Recently, a newly-married couple were packing up their belongings in preparation for moving. The husband packed his wife’s
jewelry inside one of her purses, and packed the purse inside what he thought was a spare Zappos box. The wife, it turns out, was
intending to return that purse to Zappos using that very box. Which she then does, having no idea that inside the purse now were
several thousand dollars of her jewelry! When the couple arrives at their new home and start to unpack, bedlam breaks out as the
wife figures out what has happened and why her jewelry is missing. The rep she reaches at Zappos decides to reroute the box
directly to his desk, but once it arrives, the rep fears for the safety of the valuables if he were to ship them, and purchases a plane
ticket to hand-deliver the package himself. When he arrives, the incredibly grateful couple invite him in for dinner. Now they’re
customers for life, as you can imagine.”

43. WHAT DO THESE STORIES
HAVE IN COMMON?
Employees felt empowered to make a decision that was best for the customer.
The culture these companies have cultivated allowed their employees to not first
worry about consequences or repercussions of their actions; but instead, FIRST ask :
“How can I make this customer’s life better?”

44. STAY
SOCIAL
WWW.ANDONEMARKETING.BIZ | 757.986.0101
@andonemarketing
@andonemarketing
AND ONE Marketing
@andonemarketing
andonemarketing.biz/blog
info@andonemarketing.biz
@andonemarketing
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