Bob London's (London, Ink) Marketing Presentation for Unintentional Entrepreneur Event Seriees
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Bob London's (London, Ink) Marketing Presentation for Unintentional Entrepreneur Event Seriees
- 1. Inside-Out Branding: Elevating the Role of Marketing (The fastest way to kill an average product is with a great promotional campaign.)
- 4. Marketers: Worst or best of times? “ Help” “ Best of Times” “ Ball of Confusion” “ Under Pressure” “ Survivor”
- 8. Inside-Out Branding = “Sum-of-the-parts” approach Statement usability & accuracy Great IVR Clean branches Product A Service A Useful Web site Innovative New Product B Smart support The sum of the parts of your customer touch points. Inside-Out Branding SM You are what your members experience.
- 11. So, if you were launching something, would you invest in the ad campaign or the product first ? Introducing the All New 2001 Bland! It’ll make your heart go tick-tick-tick!
- 12. What makes GM’s promotional investment wasteful? Spending hundreds of millions promoting a good-but-not-great product (customer experience). (Q: If they’d had moved the investment from ads to R&D, would the Volt have been here already?)
- 13. What Google did—and GM needs to do—is rethink ‘branding.’ Statement usability & accuracy Great IVR Clean branches Product A Service A Useful Web site Innovative New Product B Smart support Inside-Out Branding SM You are what your members experience.
- 23. Discussion
Editor's Notes
- What is Inside-Out Branding, and how can Credit Unions Use It to Strengthen Their Market Presence? Branding is the most misunderstood term in marketing, and perhaps in all of corporate America. A company’s brand doesn’t equate to or derive from its logo or tagline, or even its Web site or marketing budget. All of those are tactics and channels you can use to reflect and reinforce your brand to the marketplace. Explore the concept of inside-out branding, which is the theory that an organization’s brand is a product of the activities inside your organization, and how your members experience and perceive your credit union. “ Branding” is the most misunderstood term in marketing, and perhaps in all of corporate America. A company’s brand doesn’t equate to or derive from its logo or tagline, or even its Web site or marketing budget. All of those are tactics and channels you can use to reflect and reinforce your brand to the marketplace. The concept of Inside-Out Branding states that an organization’s brand is a product of the activities inside your organization, and how your members experience and perception your Credit Union. So think of your brand as the sum total of the hundreds of touch points you have with your customers each week (see image at right), from the timeliness and accuracy of your statements, to the competitiveness of your rates, to the way members are greeted in the branch, to the clarity of your Web site. Your brand is the sum of all the ways in which your services enhance the day to day lives of your members. During this practical, engaging discussion, we will cover topics including: Determining the key drivers of your brand. Prioritizing which “fixes” to make. Marketing doesn’t own the brand--every employee owns a piece of it. Using your members to ignite your story. How to determine when you’re ready to invest in promoting your brand.
- Make point about commodity vs. relationship Your company’s brand doesn’t equal your logo or tagline. Nor does it equate to the words and images on your Web site. Unless you're in the image business like BankAmerica, Geico, Coke or Nike and happen to have tens of millions to spend on marketing, then your brand is the sum total of the hundreds or perhaps thousands of touchpoints you have with your customers—and their members--each year.
- Member centric focus of your CU; everything adds up to member experience which = brand, either directly (user friendly statement) or indirectly (hassle free parking) It’s what you do not what you tell people. Show me don’t tell me. Can’t change experience with logo, tagline or campaign. But those things can reinforce a good experience and reflect it to the target audience Internal brand building (experiential) external brand building: promotional If those touchpoints aren't working optimally--or if your customers don't perceive so--why would you spend even a dollar on advertising, PR or lead generation? Inside-Out Branding turns the old "advertising first" branding model into a more practical approach for isolating, prioritizing and optimizing the most important touch points--from your customers's perspective. The result? Gain a firm grasp on your customers requirements and their perception of how you stack up. And you won't find yourself trying to use your marketing budget to solve a more basic challenge.
- Strengthen Your Market Presence with Inside-Out Branding Branding is the most misunderstood term in marketing, and perhaps in all of corporate America. A company’s brand doesn’t equate to or derive from its logo or tagline, or even its Web site or marketing budget. All of those are tactics and channels you can use to reflect and reinforce your brand to the marketplace. Explore the concept of inside-out branding, which is the theory that an organization’s brand is a product of the activities inside your organization, and how your members experience and perceive your credit union. Presented by Bob London, President and Founder of London, Ink, LLC
- Strengthen Your Market Presence with Inside-Out Branding Branding is the most misunderstood term in marketing, and perhaps in all of corporate America. A company’s brand doesn’t equate to or derive from its logo or tagline, or even its Web site or marketing budget. All of those are tactics and channels you can use to reflect and reinforce your brand to the marketplace. Explore the concept of inside-out branding, which is the theory that an organization’s brand is a product of the activities inside your organization, and how your members experience and perceive your credit union. Presented by Bob London, President and Founder of London, Ink, LLC
- Strengthen Your Market Presence with Inside-Out Branding Branding is the most misunderstood term in marketing, and perhaps in all of corporate America. A company’s brand doesn’t equate to or derive from its logo or tagline, or even its Web site or marketing budget. All of those are tactics and channels you can use to reflect and reinforce your brand to the marketplace. Explore the concept of inside-out branding, which is the theory that an organization’s brand is a product of the activities inside your organization, and how your members experience and perceive your credit union. Presented by Bob London, President and Founder of London, Ink, LLC
- Member centric focus of your CU; everything adds up to member experience which = brand, either directly (user friendly statement) or indirectly (hassle free parking) It’s what you do not what you tell people. Show me don’t tell me. Can’t change experience with logo, tagline or campaign. But those things can reinforce a good experience and reflect it to the target audience Internal brand building (experiential) external brand building: promotional If those touchpoints aren't working optimally--or if your customers don't perceive so--why would you spend even a dollar on advertising, PR or lead generation? Inside-Out Branding turns the old "advertising first" branding model into a more practical approach for isolating, prioritizing and optimizing the most important touch points--from your customers's perspective. The result? Gain a firm grasp on your customers requirements and their perception of how you stack up. And you won't find yourself trying to use your marketing budget to solve a more basic challenge.
- If those touchpoints aren't working optimally--or if your customers don't perceive so--why would you spend even a dollar on advertising, PR or lead generation? Inside-Out Branding turns the old "advertising first" branding model into a more practical approach for isolating, prioritizing and optimizing the most important touch points--from your customers's perspective. The result? Gain a firm grasp on your customers requirements and their perception of how you stack up. And you won't find yourself trying to use your marketing budget to solve a more basic challenge.