This document outlines 5 strategies for building a world-class brand: 1) Know your target audience intimately, 2) Stand for meaningful higher-order benefits, 3) Ensure brand consistency across all customer touchpoints, 4) Engage in social media to connect with customers rather than just market to them, and 5) Continually refresh your brand with new twists. The presentation provides examples and encourages audience participation to help businesses strengthen their brands.

1. 5 STRATEGIES !
!
BUILDING A WORLD CLASS BRAND
Julie Cottineau, May 3, 2012!
NY XPO for Business!
Twitter@jcottin!

2. MY BACKGROUND
TWITTER/JCOTTIN #NYXPO!

3. WHAT IS A!
BRAND!
REALLY?!

4. WHAT IS A BRAND?!
Name! Logo! Ad!
TWITTER/JCOTTIN #NYXPO!

5. “A GREAT BRAND IS !
A STORY WELL TOLD”!
TWITTER/JCOTTIN #NYXPO!

6. MY STORY, PART ONE!
TWITTER/JCOTTIN #NYXPO!

7. TWITTER/JCOTTIN #NYXPO!

8. TWITTER/JCOTTIN #NYXPO!

9. TWITTER/JCOTTIN #NYXPO!

10. BUILDING YOUR TOOLBOX!
!
Answer the questions, send to:!
!
TWITTER/@JCOTTIN!
#NYXPO!
Facebook.com/BrandTwist!
!
P.S. PLAY ALONG THERE WILL BE PRIZES!

11. 5 Strategies!

12. 1 . Know what makes your target tick!

13. DEVELOP A BULL’S EYE TARGET!
TWITTER/JCOTTIN #NYXPO!

14. TARGET PERSONIFICATION!
•
TWITTER/JCOTTIN #NYXPO!

15. RESPONSE!
WHAT KEEPS YOUR TARGET UP AT
NIGHT?!
!
!
@JCOTTIN!
#NYXPO!
JULIE@BRANDTWIST.COM!

16. 2 . Stand for something bigger!
!

17. GREAT BRANDS AIM HIGHER!
Higher order !
Benefits! WHAT THIS
ENABLES
Emotional!
Benefits!
HOW THEY FEEL
Functional !
Benefits!
WHAT CUSTOMERS CAN DO!
Attributes!
WHAT YOU OFFER
TWITTER/JCOTTIN #NYXPO!

18. IMAGINATION…NOT TECHNOLOGY!
TWITTER/JCOTTIN #NYXPO!

19. ACHIEVEMENT…NOT ATHLETICS!
TWITTER/JCOTTIN #NYXPO!

20. CONSUMER CHAMPION…NOT PLANES ETC
“
Whenever
I
see
people
ge/ng
a
bad
deal,
I
want
to
step
in
and
do
something
about
it.
I
look
for
opportuni<es
where
we
can
offer
something
be?er,
fresher
and
more
valuable.
”

21. EASY…NOT OFFICE SUPPLIES!
TWITTER/JCOTTIN #NYXPO!

22. VISION ALONE IS NOT ENOUGH…
YOU NEED TO DELIVER!
TWITTER/JCOTTIN #NYXPO!

23. RESPONSE!
WHAT’S AT THE TOP OF YOUR BRAND
PYRAMID?!
!
!
@JCOTTIN!
#NYXPO!
JULIE@BRANDTWIST.COM!

24. 3. Brand should influence everything
!

25. BRAND SHOULD INFLUENCE EVERYTHING!
PEOPLE
INNOVATION
MARKETING
BRAND
IDEA
ENVIROMENT
SERVICE
COMMUNICATION
TWITTER/JCOTTIN #NYXPO!

26. COMMUNICATION!
TWITTER/JCOTTIN #NYXPO!

27. LITTLE TOUCHES!
TWITTER/JCOTTIN #NYXPO!

28. THE FINE PRINT!
HOW DID AIR TRAVEL
BECOME SO BLOODY
AWFUL?!
!
First, they took away the meals.
Then, the pretzels. And then,
the peanuts. All seven of them.
Then, suddenly, those paper
pillows got smaller. Along with
those “comfort-resistant”
blankets. Then, poof, they were
gone……That’s not how flying
used to be. Flying used to be
special. Not long ago people
used to get gussied up…..Flying
should make you feel like you
are a virgin again. (Flying-wise
of course.) It should feel new.
And on Virgin Atlantic Airways it
always will.”
TWITTER/JCOTTIN #NYXPO!

29. ENVIRONMENTS!
TWITTER/JCOTTIN #NYXPO!

30. EMPLOYEE AMBASSADORS!
TWITTER/JCOTTIN #NYXPO!

31. SOCIAL CAUSES!
TWITTER/JCOTTIN #NYXPO!

32. RESPONSE !
IDENTIFY ONE AREA WHERE YOUR
BRAND COULD WORK HARDER?!
!
@JCOTTIN!
#NYXPO!
JULIE@BRANDTWIST.COM!
!

33. 4 . Be social, don’t count friends!
!

34. TWITTER/JCOTTIN #NYXPO!

35. BE BUZZWORTHY!
TWITTER/JCOTTIN #NYXPO!

36. CONNECT, DON’T MARKET!

37. CUSTOMER SERVICE AND RECOVERY!

38. AMPLIFY REAL WORLD EVENTS!
Twitter updates from Richard On-sight Tweet-Up
Live Feed Videos of Skydivers On-site specials and exclusive content

39. BE VISUAL!

40. JOIN FORCES!

41. RESPONSE !
IDENTIFY ONE NEW FORM OR NEW
USE OF SOCIAL MEDIA FOR YOUR
BRAND!
!
@JCOTTIN!
#NYXPO!
JULIE@BRANDTWIST.COM!
!

42. 5. Add a fresh twist
!

43. MY STORY, PART TWO
TWITTER/JCOTTIN #NYXPO!

44. ?
TWITTER/JCOTTIN #NYXPO!

45. TWITTER/JCOTTIN #NYXPO!

46. ?
TWITTER/JCOTTIN #NYXPO!

47. !
TWITTER/JCOTTIN #NYXPO!

48. TWITTER/JCOTTIN #NYXPO!

49. INSPIRATIONAL ! YOUR
BRAND! BRAND
TWITTER/JCOTTIN #NYXPO!

50. RESPONSE !
COME UP WITH ONE NEW IDEA FOR
YOUR BUSINESS INSPIRED BY ONE
OF YOUR FAVORITE BRANDS?!
!
@JCOTTIN!
#NYXPO!
JULIE@BRANDTWIST.COM!
!

51. THE 5 STRATEGIES!
1. !Know your target!
2. !Stand for something bigger!
3.!Apply your brand everywhere!
4. !Be social, don’t count friends!
5. ! Add a fresh twist !
TWITTER/JCOTTIN #NYXPO!

52.
“A STRONG BRAND IS A
SMALL BUSINESSES’
SECRET WEAPON”!
TWITTER/JCOTTIN #NYXPO!

53. THANK YOU!!
!
!
!
Like BrandTwist on Facebook!
and answer at least 1 question@Jcottin!
to be eligible for Brand Diagnostic drawing!
!
!
Julie Cottineau!
www.BrandTwist.com!
Twitter/@Jcottin!