1. Learn to Speak the Inner Language of Your Clients
(Webinar 2 of 4)
Presented by: Gary Kaskowitz, Ph.D and Jim Socci – December 11, 2013
Character Branding
2. Meet Your Presenters
Marketing Strategist, Author, Speaker
Associate Professor of Management,
Moravian College
Jim Socci , President Artistic ToyGary Kaskowitz, MBA, Ph.D.
3. The Six Cornerstones Of All Successful Brands
(Webinar 1 of 4)
• Myths of About Branding
• The Real Purpose of Brands
• Case Study Examples
4. What You Will Learn
in the Next 60 Minutes
• What Motivate Clients
• Understand their psychology
• Make messages simple with metaphor
• Turn client yearnings into character
• Become Indispensable
5. Live Audience Poll
1. What are you most passionate about in your career?
2. What has your organization primarily been known for in the past?
3. What is your organization primarily known for now?
4. What do you want your organization to be known as in the future?
5. Is the sale of promotional products your family’s primary income?
7. At the end of the day, it’s all about….
Copyright 2012. Gary Kaskowitz. All Rights Reserved. www.YearningPower.com
Reduce Consumer
Costs
Increase Consumer
Quality
The Value Equation
8. So, where should you focus?
Copyright 2012. Gary Kaskowitz. All Rights Reserved. www.YearningPower.com
Increase Consumer Quality:
Product Benefits don’t get caught in a resource war
Service Benefits ditto!!
Brand/Image Benefits really good, but “buzz” comes later
Psychological Benefits now we’re talking!
9. Do you know what your audience
really wants?
Copyright 2012. Gary Kaskowitz. All Rights Reserved. www.YearningPower.com
10. How they really see themselves
Copyright 2012. Gary Kaskowitz. All Rights Reserved. www.YearningPower.com
11. Four Primary Yearnings
Copyright 2012. Gary Kaskowitz. All Rights Reserved. www.YearningPower.com
Control of
Environment
for Stability
Discovery
Connections
with others
and
likeability
Change the
world!
Where do your
stakeholders fit?
12. What Are You Selling?
What Is Your Audience Buying?
Copyright 2012. Gary Kaskowitz. All Rights Reserved. www.YearningPower.com
Conscious
Connection
Sub-Conscious
Connection
13. An Applied Example
Caress by Shaw Floors:
All the Softness You Love, Now in Your Carpet
See 30 Second Video
Visit Artistic Toy – YouTube Channel – Playlist
16. Action Steps for You!
• Create your client’s attractive metaphor
• Uncover the contradictions
• What are the pain points?
• Become the market maven
Gary Kaskowitz, MBA, PhD, is an Associate Professor of Management at Moravian College in Bethlehem, PA. He is the author of “Brand It Like Barack! How Barack Obama sold himself to America and what you can learn from this” Gary’s research and teaching focus on marketing principles, both classic and modern. Gary has developed and taught college courses on marketing management, strategic marketing, consumer behavior, market research, personal sales, storytelling and branding, and the morality of marketing. Jim Socci is the President of Artistic Toy, an Allentown, PA based supplier in the promotional products industry. Jim joined the field of marketing after a career in finance and accounting. Jim has put Artistic Toy on a mission to inspire the use of plush toys in advertising. He believes that every corporation can build a brand of character with stuffed plush toys.
Keep brief. Our focus will be on understanding the internal language of our clients.
Keep brief. Our focus will be on understanding the internal language of our clients.
Keep brief. Our focus will be on understanding the internal language of our clients.
Gary will need to elaborate some on this slide. This is the premise of my book and emotional connections. Jim and Gary will just discuss and have a conversation.
Briefly discuss what makes for customer value and the importance of it.
Build the case for creating a character that your clients can relate to. Jim can insert brief anecdotes here (not the case study yet; save that for later).
Brief discussion of emotional connections here; primary drivers of all people.
Just a quick follow-up to the previous slide. This is an intro to the next slide that talks about the four drivers.
Spend a few minutes talking about the commonality here. Introduce the notion of “character” as part of a life story. Talk about products as props.If Jim has anecdotes for each of these types of examples, great. Otherwise we will talk in general terms.
Talk about metaphor and symbolism.
Jim’s Carpet story here
Jim’s Carpet story here
Jim’s Carpet story here
Set up with some quick things to do and prep for next webinar;e.g., story structure, etc.
Set up with some quick things to do and prep for next webinar;e.g., story structure, etc.
