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Rodrigo Espinosa Natascha Thomson
SVP, TBA Global CEO,
MarketingXLerator
@RodSF @NaThomson
#ConnectWebinars
STATEMENT OF UNDERSTANDING
Heart and soul will
transform your brand.
Pull back the layers to get to the heart and soul of
...
WHAT IS MARKETING
Creating consideration for aCreating consideration for a
product or service with aproduct or service wit...
WHAT IS A BRAND
A brand is the set of expectations,A brand is the set of expectations,
memories, stories and relationships...
advertisingadvertising
communicationscommunications
eventsevents
websitewebsite
materialsmaterials
PRPR why do I care?why ...
Relationship Building FunnelRelationship Building Funnel
Usage ExperienceUsage Experience
Purchase ExperiencePurchase Expe...
Visit Connect.Data.com to sign up (for free)
today and get 2 free contacts!
/ConnectMembers
@ConnectMembers
Data.com
Rodri...
Visit Connect.Data.com to sign up (for free)
today and get 2 free contacts!
/ConnectMembers
@ConnectMembers
Data.com
Rodri...
Data.com Connect Presents: Natascha Thomson & Rodrigo Espinosa - The Next Wave: Where Digital & Experiential Marketing Int...
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Data.com Connect Presents: Natascha Thomson & Rodrigo Espinosa - The Next Wave: Where Digital & Experiential Marketing Intersect

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Data.com Connect Presents: Natascha Thomson & Rodrigo Espinosa - The Next Wave: Where Digital & Experiential Marketing Intersect

  1. 1. Tweet your learning's using #ConnectWebinars or @ConnectMembers for a chance to win a special prize! Visit Connect.Data.com Sign up (for free) today and get 2 free contacts! /ConnectMembers @ConnectMembers Data.com
  2. 2. Rodrigo Espinosa Natascha Thomson SVP, TBA Global CEO, MarketingXLerator @RodSF @NaThomson #ConnectWebinars
  3. 3. STATEMENT OF UNDERSTANDING Heart and soul will transform your brand. Pull back the layers to get to the heart and soul of your brand. Use the power of your unique essence to express your brand and inspire audiences at an emotional level.
  4. 4. WHAT IS MARKETING Creating consideration for aCreating consideration for a product or service with aproduct or service with a predetermined segment of thepredetermined segment of the populationpopulation 3
  5. 5. WHAT IS A BRAND A brand is the set of expectations,A brand is the set of expectations, memories, stories and relationships that,memories, stories and relationships that, taken together, account for a consumertaken together, account for a consumer’s’s decision to choose one product or servicedecision to choose one product or service over another. If the consumer (whether it’sover another. If the consumer (whether it’s a business, a buyer, a voter or a donor)a business, a buyer, a voter or a donor) doesn't’t pay a premium, make a selectiondoesn't’t pay a premium, make a selection or spread the word, then no brand valueor spread the word, then no brand value exists for that consumer.exists for that consumer. -Seth Godin-Seth Godin 3
  6. 6. advertisingadvertising communicationscommunications eventsevents websitewebsite materialsmaterials PRPR why do I care?why do I care? what do you do?what do you do? who are you?who are you? Perceived Value/PositionPerceived Value/Position Core IdentityCore Identity EssenceEssence Brand Essentials – Defining your essence, your promise
  7. 7. Relationship Building FunnelRelationship Building Funnel Usage ExperienceUsage Experience Purchase ExperiencePurchase Experience Perceived DifferentiationPerceived Differentiation RelevanceRelevance LoyaltyLoyalty PurchasePurchase PreferencePreference ConsiderationConsideration AwarenessAwareness AdvocacyAdvocacy Business Insights – Helping customers to believe
  8. 8. Visit Connect.Data.com to sign up (for free) today and get 2 free contacts! /ConnectMembers @ConnectMembers Data.com Rodrigo Espinosa Natascha Thomson SVP, TBA Global CEO, MarketingXLerator @RodSF @NaThomson
  9. 9. Visit Connect.Data.com to sign up (for free) today and get 2 free contacts! /ConnectMembers @ConnectMembers Data.com Rodrigo Espinosa Natascha Thomson SVP, TBA Global CEO, MarketingXLerator @RodSF @NaThomson

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