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Energy #Digital Summit - #Branding in #Oil and #Gas Industry

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Deven Nongbri, VP at Edelman: Today’s marketing environment is increasingly crowded, noisy and commoditized in the oil and gas space. Marketing professionals in the industry will need to tighten up their branding efforts to win preference, purchase and premium pricing to stay competitive. A recent study by the Executive Board found that customers with strong brand connections have higher rates of consideration, purchase and willingness to pay a premium than customers with low brand connection.

How does an organization achieve brand connections? As you’ll hear from our talented panelists, branding is not simply something you can check off the list – it’s a living, breathing part of your organization and should be invested in wisely to make those strong connections.

Quick show of hands here: how many of you have brand management as part of your title? How about as part of your work duties? Do we have any brand police here?

We’ve gathered a wonderful panel this morning – Rana Daley of Chevron will cover off on a general overview of branding and how it should work to build the business; Grant Chambers of Workhorse Digital will share some tips, tricks and strategies on how small and medium sized companies can build and grow their brands without multi-million dollar budgets; Hilary Cooper of Croft Production will explain the the importance of the internal audience and how to approach this key group and Alexander Haldemann of MetaDesign will explore the future of branding and where organizations can go next in how they connect with their vast numbers of audiences.

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Energy #Digital Summit - #Branding in #Oil and #Gas Industry

  1. 1. The Many Faces of Branding @EDS_Houston Moderated by Deven Nongbri, VP, Edelman Houston @dnongbri #EDSHouston @EDS_Houston
  2. 2. A Primer on Branding Rana Daly, Chevron @ranadaly *Branding iron image courtesy of Creative Commons Questions for panel to @dnongbri with #EDSHouston in Tweet
  3. 3. Five things a brand is not… 1. A brand is not a name. 2. A brand is not a logo. 3. A brand is not an identity. 4. A brand is a not a product or service. 5. A brand is not a company’s reputation. @ranadaly Questions for panel to @dnongbri with #EDSHouston in Tweet
  4. 4. What is a brand? • A brand is your strategy. • A brand is your voice. • A brand is the whole array of your communication tools. • A brand is a person’s gut feeling about a product, service or organization. @ranadaly Questions for panel to @dnongbri with #EDSHouston in Tweet
  5. 5. Branding on a Budget Grant Chambers, Workhorse Digital @GTChambers *Copper coins image courtesy of Creative Commons Questions for panel to @dnongbri with #EDSHouston in Tweet
  6. 6. Branding on a Budget 1. Define Your Brand 2. Integrate Your Brand with Consistency & Frequency 3. Deliver on Your Brand Promise @GTChambers Questions for panel to @dnongbri with #EDSHouston in Tweet
  7. 7. Branding on a Budget 1. Define Your Brand It’s about them, not you. Create your position statement and value propositions based on how you are already helping a satisfied customer. To Do’s - Create a Winning Position Statement - Define Top 3 Benefits / Features of Product or Service @GTChambers Questions for panel to @dnongbri with #EDSHouston in Tweet
  8. 8. Branding on a Budget 2. Integrate Your Brand with Consistency & Frequency Extend your brand to every aspect of your business—from digital through print, how you answer the phones or what your salespeople wear—everything. To Do’s - Create a solid logo and place it everywhere - Let your simple position statement introduce the company - Be consistent across all people and channels @GTChambers Questions for panel to @dnongbri with #EDSHouston in Tweet
  9. 9. Branding on a Budget 3. Deliver on Your Brand Promise Customers won’t return or refer you to someone else if you do not deliver on your brand promise. To Do’s - If you are not delivering on your brand promise, fix this first @GTChambers Questions for panel to @dnongbri with #EDSHouston in Tweet
  10. 10. Involve Your Critical Audience: Internal Branding Hilary Cooper Croft Production Systems @CroftSystemsTX Questions for panel to @dnongbri with #EDSHouston in Tweet
  11. 11. Internal Branding The role that the employees play within the branding infrastructure, the way that they personify the brand, and the manner in which their perceptions lead them to execute their jobs. “It’s what’s inside that counts.” “Placing employees ahead of customers” @CroftSystemsTX Questions for panel to @dnongbri with #EDSHouston in Tweet
  12. 12. Impact: Good or Bad Social Media Blogs Brand Perception Customer Relations Conduct Uniform Culture Work Ethic Team Work Opinion Review Input Personal GrowthBrand Image Content SOP’s Growth Vision/Pur pose DependableInteractionReputation @CroftSystemsTX Questions for panel to @dnongbri with #EDSHouston in Tweet
  13. 13. Employee SatisfactionEducate • Efficient Training • Core Values • Company Vision/Purpose • Clear Expectations Engage • Internal Communication Channels • Quarterly Meetings • Internal Forum • Team Building • Social Media Empower • Motivation • Employee Decision Making • Spark Innovation • Recognition LEARN IT LIVE IT LOVE IT @CroftSystemsTX Questions for panel to @dnongbri with #EDSHouston in Tweet
  14. 14. Benefits/Results Higher Employee Satisfaction Employee Retention Customer-Oriented Workforce Enhanced External Business Relationships Clear Internal Communication Empowered Employees Improved Brand Reputation Higher Profits “Customers will never love a company until the employees love it first.” -Simon Sinek @CroftSystemsTX Benefits Questions for panel to @dnongbri with #EDSHouston in Tweet
  15. 15. The Future of Branding Alexander Haldemann, MetaDesign @haldemann *Banksy image courtesy of Stencil Revolution Questions for panel to @dnongbri with #EDSHouston in Tweet
  16. 16. 16 “What you call love was invented by guys like me. To sell nylons.” Don Draper @haldemann Questions for panel to @dnongbri with #EDSHouston in Tweet
  17. 17. 17 “IN 2015 IT WOULD TAKE 5 YEARS TO VIEW ALL VIDEO CROSSING IP NETWORKS EACH SECOND.“ @haldemann Questions for panel to @dnongbri with #EDSHouston in Tweet
  18. 18. © MetaDesign 18 YESTERDAY TODAY INFORMATION CONVERSATION @haldemann Questions for panel to @dnongbri with #EDSHouston in Tweet
  19. 19. 19@haldemann Questions for panel to @dnongbri with #EDSHouston in Tweet
  20. 20. 20 “IT’S BECAUSE OF THIS FUNDAMENTAL SHIFT TOWARDS USER GENERATED INFORMATION THAT PEOPLE WILL LISTEN MORE TO OTHER PEOPLE THAN TO TRADITIONAL SOURCES.” @haldemann Questions for panel to @dnongbri with #EDSHouston in Tweet
  21. 21. PARADIGM SHIFT 21 BEHAVIOURADVERTISING COMPANY PRODUCT Print TV Digital 1950 1994 © MetaDesign @haldemann Questions for panel to @dnongbri with #EDSHouston in Tweet
  22. 22. PARADIGM SHIFT 22 BEHAVIORADVERTISING COMPANY PRODUCT DIALOGUE CREDIBILITY EXPERIENCE MONOLOGUE STAGING ATTENTION Print TV Digital 1950 1994 © MetaDesign @haldemann Questions for panel to @dnongbri with #EDSHouston in Tweet
  23. 23. © MetaDesign TAKE A STAND. DEFINE YOUR BRAND THROUGH A UNIQUE IDEA. EMBRACE TRUE VALUES. ”DON’T TRY TO KEEP UP A FAÇADE. IT WILL BE DISMANTLED.” 23 1. CORE © MetaDesign @haldemann Questions for panel to @dnongbri with #EDSHouston in Tweet
  24. 24. © MetaDesign 24 1. CORE 2. CULTURE LIVE YOUR CORE. BELIEFS AND ACTIONS OF THE ENTIRE ORGANIZATION NEED TO BE ALIGNED. “Posters in the hallway won’t do the job.” © MetaDesign @haldemann Questions for panel to @dnongbri with #EDSHouston in Tweet
  25. 25. © MetaDesign 25 1. CORE 3. COMMUNITY 2. CULTURE INVOLVE AND SHARE: BRING PEOPLE INSIDE AND OUTSIDE THE ORGANIZATION TOGETHER. “Don’t use social media as a new way to broadcast advertisements.” © MetaDesign @haldemann Questions for panel to @dnongbri with #EDSHouston in Tweet
  26. 26. Thank You! @EDS_Houston Hilary Cooper, Biz Dev, Croft Production, Houston Grant Chambers, CEO, Workhorse Digital, Austin Rana Daly, Communications Analyst, Chevron, Houston Alexander Haldemann, CEO, MetaDesign, San Francisco Deven Nongbri, VP, Edelman, Houston Questions for panel to @dnongbri with #EDSHouston in Tweet

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