Marketing Essentials - Brand

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Learn how to use your business’s story to set you apart from the competition. Presented by Liam Shannon, Senior Creative Director

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  • This part could be fun and interactive. We could have people play out as much as we wanted. The point is that they have a whole series of associations with a brand.
  • This part could be fun and interactive. We could have people play out as much as we wanted. The point is that they have a whole series of associations with a brand.
  • This part could be fun and interactive. We could have people play out as much as we wanted. The point is that they have a whole series of associations with a brand.
  • This part could be fun and interactive. We could have people play out as much as we wanted. The point is that they have a whole series of associations with a brand.
  • This part could be fun and interactive. We could have people play out as much as we wanted. The point is that they have a whole series of associations with a brand.
  • Marketing Essentials - Brand

    1. 1. Setting Yourself Up for Success:Building & maintaining a strong business identityLiam Shannon, Senior Creative Director
    2. 2. Once upon a time… Company Confidential Vistaprint © 2011
    3. 3. WHAT’S YOUR BRAND / STORY? Company Confidential Vistaprint © 2011
    4. 4. Same technique national brands pay millions for Company Confidential Vistaprint © 2011
    5. 5. Try it forFREE Company Confidential Vistaprint © 2011
    6. 6. A brand is the promiseof an experience. Company Confidential Vistaprint © 2011
    7. 7. “ Brands are like bird’s nests. People build them from scraps and straws . .” that they chance upon. Jeremy Bullmore, CBE Director WPP Company Confidential Vistaprint © 2011
    8. 8. New Car SearchCompany Confidential Vistaprint © 2011
    9. 9. New Car SearchEnviro Cars Sexy Cars Safe Cars Company Confidential Vistaprint © 2011
    10. 10. Safe CarsVolvo Email Volvo Ad Saab Story Volvo Blog Dads Buick Volvo DM Chrysler Email Volvo Dealership Volvo TV Ad Volvo story ExperienceVolvo in Movie Volvo Email Volvo Banner Uncle’s Volvo Volvo Radio Company Confidential Vistaprint © 2011
    11. 11. New Car SearchEnviro Cars Sexy Cars Volvos Consistent branding allows you to own a category! Company Confidential Vistaprint © 2011
    12. 12. 3 KEYS TO BUILDING A BRAND: 1. What you say - MARKETING STRATEGY 2. How you say it - CREATIVE EXECUTION 3. Say it over and over - CONSISTENT MESSAGING Company Confidential Vistaprint © 2011
    13. 13. STEP 1: What you’re going to say Company Confidential Vistaprint © 2011
    14. 14. STEP 1: What you’re going to say _______________ COMPANY Is the ________________________________ CATEGORY Whose _______________________ BENEFIT _______________________ BENEFIT Offers ____________________ TARGET AUDIENCE _____________________________________ ULTIMATE BENEFIT Company Confidential Vistaprint © 2011
    15. 15. STEP 1: What you’re going to say Joe’s Coffee & Bagels _______________ Is the Community focal point ________________________________ Whose Low priced great coffee _______________________ And central location _______________________ Offers Busy commuters ____________________ A convenient source of community involvement _____________________________________ Company Confidential Vistaprint © 2011
    16. 16. STEP 1: What you’re going to say Create three lists: 1. Your Target Audience(s) 2. Your Competitive Environment 3. Your Product/Service Features/Benefits Company Confidential Vistaprint © 2011
    17. 17. STEP 1: What you’re going to say Determine the Benefits that grow out of your Features that will be most unique among your Competition and most compelling to your Target Audiences Company Confidential Vistaprint © 2011
    18. 18. STEP 1: What you’re going to say _______________ COMPANY Is the ________________________________ CATEGORY Whose _______________________ BENEFIT _______________________ BENEFIT Offers ____________________ TARGET AUDIENCE _____________________________________ ULTIMATE BENEFIT Company Confidential Vistaprint © 2011
    19. 19. STEP 2: How you’re going to say it Company Confidential Vistaprint © 2011
    20. 20. “ The truth well told. ” Harry McCann 1912 Company Confidential Vistaprint © 2011
    21. 21. Company Confidential Vistaprint © 2011
    22. 22. Facts • 45 minutes of playing • 1067 people passed by • Collected $34.10 Company Confidential Vistaprint © 2011
    23. 23. Company Confidential Vistaprint © 2011
    24. 24. STEP 2: How you’re going to say it 1. Tell the truth - but frame it well 2. Details are sticky - statistics are sticky 3. Be relevant to your audience - listen before you talk 4. Don’t use business speak - think kitchen table Company Confidential Vistaprint © 2011
    25. 25. STEP 2: How you’re going to say it 5. “Say it” with everything you say - visuals speak volumes 6. K.I.S.S. Company Confidential Vistaprint © 2011
    26. 26. Company Confidential Vistaprint © 2011
    27. 27. Company Confidential Vistaprint © 2011
    28. 28. Company Confidential Vistaprint © 2011
    29. 29. Company Confidential Vistaprint © 2011
    30. 30. STEP 3: Saying it over and over Company Confidential Vistaprint © 2011
    31. 31. STEP 3: Say it over and over 1. Develop a system - use it everywhere 2. Communicate often - frequency builds awareness 3. Stay on strategy - look for ways to deepen meaning Company Confidential Vistaprint © 2011
    32. 32. Company Confidential Vistaprint © 2011
    33. 33. THANK YOU Any Questions? Company Confidential Vistaprint © 2011

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