Building your brand and  marketing your offering:  art, science & conversation June 25, 2009 Laurie Gelb, Sr. Consultant T...
Be practical or be passé <ul><li>“ A foolish consistency is the hobgoblin of little minds, adored by little statesman and ...
Engage  yourself  first <ul><li>Tune into your senses as you socialize, analyze, transact </li></ul><ul><ul><li>Challenge,...
Mind the marketing mix <ul><ul><li>“ Everything that happens to a product or service from when it’s created to when it’s c...
The mission is not the brand <ul><ul><li>Sincerity and a “big idea” don’t replace effectiveness, efficiency, and paying yo...
Sincerity: action, not vision <ul><ul><li>Your success hinges on ongoing community, market and product assessment </li></u...
Every puddle makes a mark <ul><ul><li>Everything represents, everywhere, all the time </li></ul></ul><ul><ul><ul><li>“ Sma...
Be a useful marketer <ul><li>In tough times, easily-perceived durable value prevails </li></ul><ul><li>Support informed ch...
Lay the foundation <ul><ul><li>Specify ingredients of the marketing mix </li></ul></ul><ul><ul><ul><li>How will you (and o...
Span B2C and B2B <ul><ul><li>Pursue new short and long-term channels for services, information, marketing and networking <...
Build the brand <ul><ul><li>Lock down an agreed, important, believable, relevant, durable brand promise (how customers ben...
Stress-test the structure <ul><ul><li>Changing the consideration set is easier than changing the competitive set </li></ul...
Market with meaning <ul><ul><li>Marketingwithmeaning.com provides examples </li></ul></ul><ul><ul><li>Identify yourself: w...
Go where the heart is <ul><li>Experiences convey authenticity > status </li></ul><ul><ul><li>Stories with meaning replace ...
Love [by hearing] the one you’re with <ul><li>Wear a positive identity (motif, logotype, tagline, palette, tone of voice, ...
Monitor the market <ul><li>What, when, how, why, where are relevant topics mentioned, queries made, advice provided? </li>...
Link in, learn more You and your customers Friends, allies (people & groups) Colleagues Affinity groups Shared content (Yo...
No medium is an island <ul><ul><li>The Internet: a foundation to access, share and repackage information </li></ul></ul><u...
‘ Tis a gift to be simple… <ul><li>Build your Web site in a content management system (CMS) so marketing can drive content...
Share your brand <ul><li>Provide mindshare on your personal Web </li></ul><ul><li>Help key staff and allies represent </li...
Leverage social & search <ul><li>Social equity (buzz) and organic (free) search results are earned, not bought, and drive ...
It’s still the sunset <ul><li>“ A return to more meaningful values and an embrace of more mindful spending will bring pain...
Thank you for this conversation! Laurie Gelb Principal, Profit by Change [email_address] 302 468 READ
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Brand Marketing 101

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Presented to GoodCompanyVentures, Philadelphia (social entrepreneurship incubator) class of 2009 as part of curriculum.

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  • 6/25/2009
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  • Brand Marketing 101

    1. 1. Building your brand and marketing your offering: art, science & conversation June 25, 2009 Laurie Gelb, Sr. Consultant Trellist ® Marketing | Technology [now Principal, Profit by Change]
    2. 2. Be practical or be passé <ul><li>“ A foolish consistency is the hobgoblin of little minds, adored by little statesman and philosophers and divines. With consistency, a great soul has simply nothing to do.” </li></ul><ul><ul><li>- Ralph Waldo Emerson </li></ul></ul><ul><li>“ An idealist is one who, on noticing that a rose smells better than a cabbage, concludes that it will also make better soup.” </li></ul><ul><ul><li>- HL Mencken </li></ul></ul>
    3. 3. Engage yourself first <ul><li>Tune into your senses as you socialize, analyze, transact </li></ul><ul><ul><li>Challenge, engage, connect prospects </li></ul></ul><ul><ul><li>Avoid perceived cynicism, condescension, arrogance, indifference </li></ul></ul><ul><li>Share drama, mystery, comedy, discovery </li></ul><ul><li>Cast a wide net, outside your comfort zone </li></ul><ul><li>Collaborate across time and space </li></ul>
    4. 4. Mind the marketing mix <ul><ul><li>“ Everything that happens to a product or service from when it’s created to when it’s consumed or used” </li></ul></ul><ul><ul><li>The four Ps: product, price, promotion, “place” (distribution) </li></ul></ul><ul><ul><li>The four Cs: customer, convenience, cost, communication (may substitute competition for convenience) or: create, connect, change, cancel </li></ul></ul><ul><ul><li>Marketing exchange theory: two or more parties make an exchange of perceived equal value </li></ul></ul>
    5. 5. The mission is not the brand <ul><ul><li>Sincerity and a “big idea” don’t replace effectiveness, efficiency, and paying your dues </li></ul></ul><ul><ul><li>The questions remain: </li></ul></ul><ul><ul><li>Why this? Why now? Why you? Why me? </li></ul></ul><ul><ul><li>Language is your friend; indifference to it is your enemy </li></ul></ul><ul><li>Show, don’t tell: understanding, consistency, durability, flexibility, friendliness, worldliness </li></ul>
    6. 6. Sincerity: action, not vision <ul><ul><li>Your success hinges on ongoing community, market and product assessment </li></ul></ul><ul><ul><li>Belief in your mission ≠ interest in your offering </li></ul></ul><ul><ul><ul><li>Your audiences are a moving target before being offered anything </li></ul></ul></ul><ul><ul><ul><li>New offerings may shift expectations and/or mandate a change in your competitive set and/or target audience(s) </li></ul></ul></ul><ul><ul><li>You’re only as good as your last encounter, and the grass is always greener somewhere else </li></ul></ul>
    7. 7. Every puddle makes a mark <ul><ul><li>Everything represents, everywhere, all the time </li></ul></ul><ul><ul><ul><li>“ Small stuff” is the intangible value of your organization </li></ul></ul></ul><ul><ul><li>Don’t cheap out on the time and money needed for noticeably good front line contact </li></ul></ul><ul><ul><li>Don’t save for another day the sagging sign, the Web site typo, the generic voice mail message </li></ul></ul><ul><li>Don’t sing yourself to sleep with “people focus on the result” or “people know we’re sincere” </li></ul>
    8. 8. Be a useful marketer <ul><li>In tough times, easily-perceived durable value prevails </li></ul><ul><li>Support informed choices, satisfying decisions and no-mess transactions </li></ul><ul><li>Help users find, index, sort, filter, act on what they need from strangers, friends and peers </li></ul><ul><li>E-mail and search: still online marketing pillars, but as pathways to content and social bridges </li></ul>“ People want choice, convenience and control.” Ed Artzt, past Procter & Gamble CEO, 1994
    9. 9. Lay the foundation <ul><ul><li>Specify ingredients of the marketing mix </li></ul></ul><ul><ul><ul><li>How will you (and others) make money? </li></ul></ul></ul><ul><ul><ul><li>How will you ensure consistent outcomes? </li></ul></ul></ul><ul><ul><ul><li>Differentiate yourself? </li></ul></ul></ul><ul><ul><ul><li>Create organic entry and/or copycat barriers? </li></ul></ul></ul><ul><ul><li>How will marketing support your strategy? </li></ul></ul><ul><ul><li>Create [good things and ways to connect them to other good things], connect, change, cancel </li></ul></ul>
    10. 10. Span B2C and B2B <ul><ul><li>Pursue new short and long-term channels for services, information, marketing and networking </li></ul></ul><ul><ul><li>See prospects on multiple levels: social/business connections, individual context </li></ul></ul><ul><ul><li>Whom can you benefit? [by association, by service, by networking] </li></ul></ul><ul><ul><li>Whom can you convert as a(n) ally, referrer, sponsor, advertiser, content provider, affiliate, partner, roommate, fellow traveler? </li></ul></ul>
    11. 11. Build the brand <ul><ul><li>Lock down an agreed, important, believable, relevant, durable brand promise (how customers benefit) and positioning platform (how do they know?) </li></ul></ul><ul><ul><ul><li>Create 5-30-60 sec pitch statements </li></ul></ul></ul><ul><ul><li>Weave your story as an organization, person, couple or family throughout your brand; refine it all year </li></ul></ul><ul><ul><li>Leverage your location, allies, mission, infrastructure, processes, people </li></ul></ul>
    12. 12. Stress-test the structure <ul><ul><li>Changing the consideration set is easier than changing the competitive set </li></ul></ul><ul><ul><li>Provide personalized urgency and relevance (PUR) </li></ul></ul><ul><ul><ul><li>With a message that makes sense </li></ul></ul></ul><ul><ul><li>What’s not understood, you haven’t communicated </li></ul></ul><ul><ul><li>Embed easy access to the benefits you provide </li></ul></ul><ul><ul><li>Offer the ability to build, share, interact </li></ul></ul>
    13. 13. Market with meaning <ul><ul><li>Marketingwithmeaning.com provides examples </li></ul></ul><ul><ul><li>Identify yourself: with an e-mail domain, your subject expertise (more than your mission) </li></ul></ul><ul><ul><li>Position the business for peer validation, unasked support -- far more powerful than any pay-for-praise </li></ul></ul><ul><ul><ul><li>Avoid reciprocity traps (like holding hands on LinkedIn) </li></ul></ul></ul><ul><li>Measure outcomes all day, every day </li></ul>
    14. 14. Go where the heart is <ul><li>Experiences convey authenticity > status </li></ul><ul><ul><li>Stories with meaning replace material things </li></ul></ul><ul><ul><li>Social networks and digital scrapbooks help </li></ul></ul><ul><li>Embed your brand everywhere it belongs </li></ul><ul><ul><li>Surround it with events, causes, passions, activities, community, politics, the everyday </li></ul></ul><ul><li>Treat the mundane as respectfully as the sublime (to which we aspire) </li></ul>
    15. 15. Love [by hearing] the one you’re with <ul><li>Wear a positive identity (motif, logotype, tagline, palette, tone of voice, vocabulary) all and every day </li></ul><ul><li>Listen first to infuse value into everything you do </li></ul><ul><li>Can everyone you’ve served, or wanted to, provide anonymous or identifiable feedback, and receive a response? </li></ul><ul><ul><li>Customize the questions </li></ul></ul><ul><ul><li>Use the answers </li></ul></ul>
    16. 16. Monitor the market <ul><li>What, when, how, why, where are relevant topics mentioned, queries made, advice provided? </li></ul><ul><ul><li>Include yourself, you, allies, competitors, influencers and emerging players/solutions </li></ul></ul><ul><ul><li>Resource: http: //mashable .com/2008/12/24/free-brand-monitoring-tools/ </li></ul></ul><ul><ul><li>Closed networks, blogs and boards: not the real world </li></ul></ul><ul><li>Monitor trendwatching.com and springwise.com, and whatever else blows your mind </li></ul>
    17. 17. Link in, learn more You and your customers Friends, allies (people & groups) Colleagues Affinity groups Shared content (YouTube) Blogs Shared bookmarks Communities Transaction engines Facebook E-mail IM Portals (Amazon)
    18. 18. No medium is an island <ul><ul><li>The Internet: a foundation to access, share and repackage information </li></ul></ul><ul><ul><li>Mobile applications leverage users’ locations </li></ul></ul><ul><ul><li>Rich media: content formats that enable more immersive communication </li></ul></ul><ul><li>Social media: share content, beliefs, knowledge, skills and experiences beyond one-to-one “word of mouth” </li></ul><ul><li>All these comprise “the social Web” </li></ul>
    19. 19. ‘ Tis a gift to be simple… <ul><li>Build your Web site in a content management system (CMS) so marketing can drive content </li></ul><ul><li>Body copy in any medium: ban essays, laundry lists and manifestos </li></ul><ul><ul><li>What and where is your CTA? </li></ul></ul><ul><ul><li>You may not close sales on your pages, but you can always close doors </li></ul></ul><ul><li>Expose information gradually, in the user’s context </li></ul><ul><ul><li>Hint at her story and how you might fit in </li></ul></ul><ul><ul><li>Leave her wanting more and starting to fit the pieces for herself </li></ul></ul>
    20. 20. Share your brand <ul><li>Provide mindshare on your personal Web </li></ul><ul><li>Help key staff and allies represent </li></ul><ul><ul><li>See www. ducttapemarketing . com/blog/ </li></ul></ul><ul><li>Add and house UGC (user-generated content) </li></ul><ul><ul><li>Add “share” buttons and use others’ </li></ul></ul><ul><ul><li>Link in your blog, site, allies, networks and UGC </li></ul></ul><ul><ul><li>Seek both one-way and reciprocal links </li></ul></ul><ul><li>Tag and post static and rich media…everywhere you go </li></ul>
    21. 21. Leverage social & search <ul><li>Social equity (buzz) and organic (free) search results are earned, not bought, and drive each other </li></ul><ul><ul><li>Use the right vocabulary to be in the game </li></ul></ul><ul><ul><li>Create ties that bind to be a hub, not a club </li></ul></ul><ul><li>As the semantic Web matures, natural-language search will be routine, e.g. </li></ul><ul><ul><li>“ Help for parents taking care of their parents,” not “caregiver support” </li></ul></ul><ul><ul><li>Google offers semantic search help; Bing was built on it </li></ul></ul>
    22. 22. It’s still the sunset <ul><li>“ A return to more meaningful values and an embrace of more mindful spending will bring pain, but it should also allow us to focus on what we have been taking for granted. Remember, the sunlight in the South of France was enough to draw F. Scott Fitzgerald and Picasso years before the fancy boutiques and the red carpet -- and it's still the best part of a visit. ” </li></ul><ul><li>Melissa Biggs Bradley, 12/10/08 </li></ul>
    23. 23. Thank you for this conversation! Laurie Gelb Principal, Profit by Change [email_address] 302 468 READ

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