2. Hi, my name is…!
Imagine
this
scenario:
You
are
an
entrepreneur.
You
step
into
an
elevator
with
a
well
known
investor.
She
no4ces
your
branded
shirt
and
makes
the
first
move…
‘What
is
Brand-‐X?’
You
have
60
seconds!
Marke4ng
Toolkit
3. On the Elevator!
t you!
Nice to mee
Marke4ng
Toolkit
Elevator
speeches
or
pitches
are
used
to
introduce
your
product,
service
or
yourself,
typically
in
seMngs
where
the
window
of
opportunity
opens
and
closes
quickly
and
the
stakes
are
high.
A
brand
elevator
pitch
focuses
on
delivering
the
key
brand
message
in
the
appropriate
context
to
create
a
las4ng
impression.
4. What’s the point?!
The
objec4ve
of
a
brand
elevator
Encoding
pitch
is
recall.
Your
mission
is
to
create
a
h ook
for
your
brand
Retrieving
Storing
Crea(ng
a
Memory
Marke4ng
Toolkit
that
will
act
as
a
t rigger
at
right
4me.
It’s
much
more
subtle
than
a
sales
pitch
and
more
powerful
in
the
long
run.
5. What should everybody know
about your brand?
þbrand personality
þwhy your brand exists
þhow to interact with it
Marke4ng
Toolkit
6. Brand Personality!
It’s
not
so
much
what
you
say
that
defines
your
brand’s
personality…it’s
how
you
say
it.
Delivering
your
pitch
in
the
right
voice
gives
the
message
authen4city.
Innovative
Serious
Discerning Conservative Fun Discreet
Risk-taking Traditional
Open
Honest
Marke4ng
Toolkit
Bold
Visit
-‐
hUp://ideonomy.mit.edu/essays/traits.html
for
234
Posi4ve
Traits
7. Brand Essence!
A
Brand
Essence
Wheel
will
make
your
brand
pitch
a
lot
easier
to
cra[.
Spend
4me
thinking
through
the
whole
brand
and
figuring
out
the
core
values.
Marke4ng
Toolkit
• Brand
AUributes
• Brand
Fundamentals
Personality
Mo4vators
Core
Values
Authority
• What
users
say
about
the
brand
History
• What
the
brand
says
about
the
users
8. Brand Purpose!
Your
brand
exists
for
a
reason.
This
is
a
key
component
of
the
hook.
Carefully
consider...
-‐ What
makes
it
relevant?
How
does
your
brand
create
value
beyond
func4onality?
What
higher
level
need
does
it
serve?
-‐ What
makes
it
different?
Describe
those
brand
elements
that
make
it
easy
to
spot
your
brand
in
a
crowd.
Marke4ng
Toolkit
9. Connection Points!
Know
your
connec4on
points.
Where
does
your
brand
fit
in?
If
you
have
mul4ple
connec4on
points
–
figure
out
which
best
fits
the
present
opportunity
and
hone
in
on
that
one.
Environment
Growth
Demand
Logical
Savings
Expenses
Business
Resources
Supply
Career
Personal
Development
Marke4ng
Toolkit
Social
Responsibility
Loyalty
Achievement
Emo(onal
Reputa4on
Reputa4on
Lifestyle
Friends
Personal
Family
Status
10. Crafting the Pitch!
q
Open
with
Personality
q
Create
the
context
q
Establish
the
connec4on
point
q
Deliver
the
brand’s
key
message
q
End
with
Personality
Marke4ng
Toolkit
11. Example !
q
Edu-‐tainment
brand
for
young
children
What
is
Brand-‐X?
That’s
my
favorite
subject!
Brand-‐X
is
really
all
about
making
learning
fun.
It
leverages
the
technology
that
children
can’t
seem
to
get
enough
of
to
deliver
useful,
age-‐appropriate
lessons.
You
may
already
know
first
hand
how
difficult
it
is
to
keep
young
children
interested
for
more
than
10
seconds!
We
like
to
say
Brand-‐X
makes
paren4ng
easy.
You
can
check
it
out
out
at
(loca4on/website)
Look
for
the
(key
brand
icon)!
Marke4ng
Toolkit
12. Example !
q
Edu-‐tainment
brand
for
young
children
What
is
Brand-‐X?
That’s
my
favorite
subject!
[Personality]
Brand-‐X
is
really
all
about
making
learning
fun.
It
leverages
the
technology
that
children
can’t
seem
to
get
enough
of
to
deliver
useful,
age-‐
appropriate
lessons.
[Context]
You
may
already
know
first
hand
how
difficult
it
is
to
keep
young
children
interested
for
more
than
10
seconds!
[Connec4on]
We
like
to
say
Brand-‐X
makes
paren4ng
easy.
[Key
Message]
You
can
check
it
out
out
at
(loca4on/website)
Look
for
the
(key
brand
icon)!
[Personality]
Marke4ng
Toolkit
13. WE
CONNECT
✪ WE
CREATE
✪
WE
INSPIRE
We
are
a
community
of
inspired
crea4ve
thinkers
with
a
shared
passion
for
building
mutual
value
for
clients
and
their
consumers
worldwide.
Follow
us
@kingstonville
Visit
us
at
www.kingstonville.com