This is the presentation of our today's tribe meeting. Here are the links: Ted - Simon Sinek, How great leaders inspire action: http://www.youtube.com/watch?v=qp0HIF3SfI4, Brand Books: "Santa": http://de.slideshare.net/elenimiliou1/santa-brand-book-by-quietroom and "Skittles": http://urbantaster.com/wp-content/uploads/2011/09/Skittles_brandbook.pdf

1. 1. SESSION -
CREATE A SIMPLE
BRAND MODEL
Advertising &
Marketing Tribe
EVERY SECOND TUESDAY
2.30PM, CMI
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE

2. A short presentation on the need for brand models and a hands on
workshop part creating your own one.
1. SESSION – MAY 14 – CREATE A SIMPLE BRAND MODEL
2. SESSION – MAY 28 – HOW TO GET MORE TRAFFIC
3. SESSION – JUNE 11 – CREATE A COMMUNICATION STRATEGY
4. SESSION – JUNE 25 – HOW TO MONITOR YOUR CAMPAIGN
5. SESSION – JULY 9 – CREATIVITY & CONTENT CREATION
6. SESSION – JULY 23 – HOW TO BE GOOD IN SOCIAL MEDIA
Tuesdays, 2.30-3.30, CMI, Santiago Auditorium
TIME AND MEETING POINT
Liane
&
Rob
David
Liane
&
Rob
Pedro
&
Liane
Tbd.
Tbd.
Speaker/Moderator
A case study with YoungEntrepreneur's StartUp of the Month: Glampinghub. What they did to
get traffic and customers. After: Idea session & sparring with attending Start-ups.
What you need to measure, how you can measure it and how to build
a free brand & campaign monitoring tool online.
Why Creativity is important, Examples for creative content, How to get
creative content done yourself or by others.
Presentation about the essential parts of a Communication Strategy.
After: Sparring on existing strategies from attending Start-ups.
Social Media/Facebook content Strategy, possibilities and tips on
great Social Media practice.
OUR SCHEDULE:
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE

3. A BRAND MODEL IS
A FRAMEWORK TO
DEFINE YOUR
BRAND IDENTITY
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE

4. BRAND MODELS
COME IN MANY
SHAPES…
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE

5. AS A PLANET
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE

6. BRAND PLANET
BRAND ATTRIBUTES
BRAND PERSONALITY
BRAND MISSION
BRAND BENEFITS
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE

7. AS A PYRAMIDE
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE

8. BRAND PYRAMIDE
FUNCTIONAL
EMOTIONAL
BRAND MISSION
BRAND PERSONALITY
BRAND BENEFITS
BRAND FACTS
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE

9. AS A KEY
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE

10. BRAND KEY
3. INSIGHT
1. COMPETITIVE
ENVIRONMENT
2. TARGET
4. BENEFITS
5. VALUES &
PERSONALITY
6. REASONS TO
BELIEVE
ESSENCE
7. DISCRIMINATOR
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE

11. WHAT UNITES
THEM IS A
BRAND MISSION
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE

12. WHY DOES A BRAND NEED A MISSION?
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE

13. h3p://www.youtube.com/watch?v=qp0HIF3SfI4

14. LET’S HAVE A LOOK
AT SOME
EXAMPLES…
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE

15. DOVE’S MISSION IS TO INCREASE WOMEN’S SELF–ESTEEM.
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE

16. PAMPER’S MISSION IS TO SUPPORT BABY-DEVELOPMENT.
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE

17. NIKE’S MISSION IS TO LEVERAGE YOUR ATHLETIC POTENTIAL.
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE

18. 1ST TASK: WHAT’S YOUR BRAND MISSION?
5 MINUTES
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE

19. BRAND MISSION
What the brands wants to achieve
and improve in people‘s lives.
GOOD BRAND MODELS HAVE MORE PARTS:
BRAND PERSONALITY
The unique characteristics of how
the brands talks to the world.
CORE COMPETENCES
The core competences the brand
has to offer.
CORE TARGET
The group of people the brand
wants to convince first.
BRAND BENEFITS
Emotional and functional benefits
that the brand offers.
REASON TO BELIEVE
The reasons and facts to believe
the benefits of the brand.
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE

20. BRAND MISSION
Help more people to do more good
BRAND PERSONALITY
clever, easy going, funny
CORE COMPETENCES
Search, Selection, Volunteer Travel
CORE TARGET
Purpose driven travellers. Whether students,
white collars or retirees, they all want to give
back and do something good.
FUNCTIONAL BENEFITS
Easily find, book and rate your
ideal volunteer trip.
REASON TO BELIEVE
Funded by Start-up Chile, a
government accelerator program
EXAMPLE: MEWE.CO
EMOTIONAL BENEFITS
Trustworthyness, reliability and
facilitation.
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE

21. 2ND TASK: NOW IT’S YOUR TURN
10 MINUTES
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE

22. MISSION
COMPETENCE
CORE TARGET
REASON TO BELIEVE
EMOTIONAL BENEFIT
RATIONAL BENEFIT
PERSONALITY

23. 10 MINUTES
3ND TASK: LET’S FEEDBACK EACH OTHER
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE

24. CREATING A
STRONG BRAND
CREATES VALUE:
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE

25. IT’S THE BASE TO CREATE RELEVANT PRODUCTS
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE

26. WITH A STRONG BRAND YOU CAN DIFFERENTIATE YOURSELF.
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE

27. YOU CAN INCREASE LOYALTY
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE

28. YOU CAN JUSTIFY A HIGHER PRICE.
$US
1,960
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE

29. YOUR BRAND
MODEL IS THE
FIRST STEP IN
THIS DIRECTION
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE

30. YOU CAN CREATE A BRAND BOOK/COMMUNICATION GUIDELINES WITH IT.
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
EXAMPLE: SKITTLES
EXAMPLE: SANTA

31. YOU CAN GIVE IT TO NEW EMPLOYEES AND PARTNERS
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE

32. YOU CAN STICK IT ON YOUR WALL
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE

33. A short presentation on the need for brand models and a hands on
workshop part creating your own one.
1. SESSION – MAY 14 – CREATE A SIMPLE BRAND MODEL
2. SESSION – MAY 28 – HOW TO GET MORE TRAFFIC
3. SESSION – JUNE 11 – CREATE A COMMUNICATION STRATEGY
4. SESSION – JUNE 25 – HOW TO MONITOR YOUR CAMPAIGN
5. SESSION – JULY 9 – CREATIVITY & CONTENT CREATION
6. SESSION – JULY 23 – HOW TO BE GOOD IN SOCIAL MEDIA
Tuesdays, 2.30-3.30, CMI, Santiago Auditorium
TIME AND MEETING POINT
Liane
&
Rob
David
Liane
&
Rob
Pedro
&
Liane
Tbd.
Tbd.
Speaker/Moderator
A case study with YoungEntrepreneur's StartUp of the Month: Glampinghub. What they did to
get traffic and customers. After: Idea session & sparring with attending Start-ups.
What you need to measure, how you can measure it and how to build
a free brand & campaign monitoring tool online.
Why Creativity is important, Examples for creative content, How to get
creative content done yourself or by others.
Presentation about the essential parts of a Communication Strategy.
After: Sparring on existing strategies from attending Start-ups.
Social Media/Facebook content Strategy, possibilities and tips on
great Social Media practice.
OUR SCHEDULE:
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE