Hogue ruth ann_brand_strategy_keynote


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Brand Strategy: Whiptail 2.0

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  • Hogue ruth ann_brand_strategy_keynote

    1. 1. Whiptail Branding 2.0 Do the Whiptail: Get Noticed Online
    2. 2. By RuthAnn Hogue Full Sail University Spring 2010
    3. 3. Who is Whiptail?
    4. 4. Internet Marketing ...
    5. 5. For Authors
    6. 6. “Do the Whiptail: Get noticed Online.” That’s the message behind Whiptail Publishing’s brand strategy 2.0, aimed at positioning itself as the Internet marketing specialist for authors.
    7. 7. Getting Noticed
    8. 8. Brand Name “For most of us, brand happens while we’re doing something else.” (Neumeier, M., 2006)
    9. 9. Brand Messaging: The Creator The Explorer The Magician (Brandhouse)
    10. 10. Personal Branding • RuthAnn Hogue is an Internet Marketer whose passion for writing, marketing and all things Internet allows her to understand and meet the needs of fellow authors who need effective tools to reach their audience and enhance their online presence. The certified Webmaster is also an award-winning author and journalist who knows what it takes to get noticed online. As a student in Full Sail University Online’s Internet Marketing Master of Science program, she has access to cutting-edge industry professionals—and complimentary access to audit updated courses—for life.
    11. 11. Market Research • GoDaddy.com • NetSuccess.com • WebHosting.com
    12. 12. Whiptail Knows ...
    13. 13. Virtual to Reality
    14. 14. Brand SWOT Strengths Weaknesses Opportunites Threats
    15. 15. Strengths -- The Law of the Association draws authors who wish to participate in Whiptail’s Book Trailer Central. -- Whiptail has been online since 2004 -- Connection with its core audience of authors.
    16. 16. Weaknesses -- Whiptail can be difficult to say or spell -- Whiptail is not yet well known -- Whiptail struggles to live up to the brand it desires to deliver, due to limited resources
    17. 17. Opportunities • Whiptail has the chance to become the best- known provider of Internet marketing services including a social network, domain names and more • Whiptail has a long-standing presence online, and its owner has an established presence as excelling in her field as a writer. One of the laws of the internet is longevity. The longer one has been
    18. 18. Threats -- Competitor GoDaddy.com owns the name in the marketplace for internet products and services such as domain names, hosting and email. Whiptail will need to establish itself as an expert in ways GoDaddy cannot. -- Tying Book Trailer Central, MyWhiptail and Whiptail Publishing together could prove to be difficult and could dilute the brand name.
    19. 19. • Do the Whiptail: Get Noticed Online.
    20. 20. References American Museum of Natural History. (Unknown). Unisexual Whiptail Lizards. http://www.amnh.org/exhibitions/expeditions/treasure_fossil/Treasures/ Unisexual_Whiptail_Lizards/lizards.html?50 Brandhouse. (Unknown). The 12 Arechtypes. http://www.brandhouse.com/Web/EN/Archetypes/The+12+archetypes Neumeier, M. (2006). The Brand Gap: How to Bridge the Distance Between Business Strategy and Design. Berkeley, CA: New Riders. Ries, A. Ries, L. (2002). The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand. New York, NY: HarperCollins Publishers, Inc. Whiptail Publishing (2010). Do the Whiptail: Get Noticed Online. WPSyndicate Channel, YouTube. http://www.youtube.com/watch?v=Jp7BjTqARBo