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Larsen & Toubro is the biggest riser this year on the back of significant investment by India’s Modi government in all its core sectors. Its brand value rose by 36% this year to US$3.2 billion
Key engineering and construction brands, including Holcim and Lafarge have already started leveraging these megatrends by disposing of assets in Europe and investing more in Asia and other growth markets. 2014 saw collective brand values across the sector rise by 4% and enterprise values rise by 10%, with four of the five fastest rising brands being Chinese.
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This presentation is part of HubSpot's complimentary Inbound Certification. Get started at: http://academy.hubspot.com/certification
It's not easy to build a content marketing programme that gives customers what they need at every stage in their buying process and measures ROI in a meaningful way. Here's my way of doing it.
Top 100 global engineering and construction brands Sumit Roy
Amongst the developed nations, the biggest growth is expected in the United States, whereas growth prospects in Europe remain rather bleakWestern European construction market is expected to be 5% smaller in 2025 than it was at its peak in 2007. Swiss ABB is this year’s biggest loser, falling 16% to US$4.5 billion, and the European housing bubble has undercut investors’ incentive to fund housing construction projects.
Larsen & Toubro is the biggest riser this year on the back of significant investment by India’s Modi government in all its core sectors. Its brand value rose by 36% this year to US$3.2 billion
Key engineering and construction brands, including Holcim and Lafarge have already started leveraging these megatrends by disposing of assets in Europe and investing more in Asia and other growth markets. 2014 saw collective brand values across the sector rise by 4% and enterprise values rise by 10%, with four of the five fastest rising brands being Chinese.
Join this webinar with Peter Armaly, Senior Director and Adviser for Customer Success at Oracle, who will share his experiences, discuss some research, and offer guidance and opinions on the issue of Customer Success programs not being treated equal to its Sales peers.
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Highlands & Islands Enterprise in association with UHI HI Links hosted the fourth in a series of eight high profile business lectures given by Dr Sean Ennis (University of Strathclyde) titled 'Right Brand, New Markets - The relevance of branding for small firms trying to develop new markets'.
Dr. Sean Ennis is Director of the MSc Marketing programme (UAE Campus) at the University of Strathclyde in Glasgow. His main research and teaching interests are in the areas of entrepreneurial marketing, supply chain management, retail marketing and more recently, sports marketing. He has published extensively in a number of international scholarly journals and is currently working on a retail marketing text. He is a Visiting Professor to the University Ca Foscari in Venice and has contributed to the development of their Masters in Sport and Communication Programme. He has a special interest in the area of brand development - particularly within the context of SME's.
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Get the most value from lead nurturing with testing and optimization
Measure and explain lead nurturing’s return on investment
One of the best ways to attract and acquire new customers is to understand who they are, what they want, and how your business can provide it.
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• Communication
• Convenience
• Cost
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Interested in watching a replay of this webinar? Click the link to view it on Youtube: https://www.youtube.com/watch?v=MzzfpBPAsqg
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Create a lead nurture strategy
Nurture leads across channels
Segment a lead database
Choose appropriate content for each lead nurture track and audience
Get the most value from lead nurturing with testing and optimization
Measure and explain lead nurturing’s return on investment
One of the best ways to attract and acquire new customers is to understand who they are, what they want, and how your business can provide it.
In this presentation you'll learn how to master the 4C's of Marketing:
• Communication
• Convenience
• Cost
• Consumer
and learn how you can tailor them to suit your business.
Interested in watching a replay of this webinar? Click the link to view it on Youtube: https://www.youtube.com/watch?v=MzzfpBPAsqg
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Look at them, take inspiration and start implementing some tips to stay ahead.
Presentation of the sales survey 2012 results. What are the differences between high and low performers? How satisfied are sales people? What would increase their performance? These are some of the questions addressed in this survey.
How to balance performance marketing and brand marketing as you scale, with a specific emphasis on DTC / D2C strategies. Presented at FUTR Europe Summit 2021.
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The deck from Mike Berkley's First Round Capital Masterclass on Building Great Products.
Topics included:
- The key attributes that make a product great
- Product greatness dissected along 2 dimensions: Utility & Efficiency
- How balancing Utility & Efficiency affects product strategy
- Product greatness from the lens of disruptive business models
- Product greatness from the lens of emotional resonance and heart
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This presentation covers brand content, managing brands, North Plains Systems' technologies for creative production and an introduction to On Brand brand management features and functionality.
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2. 2
PURPOSE
The purpose of this document is to provide understanding
of the EarthLink brand messaging architecture and
guidance for implementation.
This document will:
• Provide an overview of the EarthLink brand
• Set stage for emerging products:
- Voice Services
- Other communication products
• Provide messaging framework for core products:
- High Speed access
- Dial-up access
- Wireless
• Provide guidance for creative direction and tone
3. 3
MESSAGING TOOLS
2005 Messaging
Architecture
• Strategic Guide & Reference
• Long Living
• Updated annually
Feature Messaging
Documents
• Provide benefit-driven
info on features
• Required legal
• Sample copy
• Versioned and
updated as launches
occur.
Marketing Messaging
Updates
• Timely updates related
to core products.
• Provided as needed.
Feature/Product
Launch Calendar
• Focus on benefit-
driven features
throughout year.
• Fed from consumer
insight and product
roadmap.
5. 5
Positioning Evolution
Positioning: Solutions for an
impatient world
Key driver: Removing the hassles
of the internet
Positioning: EL advocates on your
behalf in the online world
Key driver: Protecting the privacy of
consumers on the internet
6. 6
Positioning Evolution
Positioning: EL is looking out for
you on the internet
Key driver: Thousands of EL
employees working hard to keep
you safe online
Positioning: Connecting on your
own terms
Key driver: Empowered to
customize your internet experience
& connect to what’s important to
you
7. 7
EARTHLINK BRAND GOALS
Long Term
Command affinity and loyalty
Become a love mark
Use that foundation to
support future ELNK
endeavors
Command thought leadership
Own whatever’s next
Short Term
Get people to have an
opinion about ELNK
Build a trusted brand
Build a differentiating and
own-able position
Create momentum and
buzz
Create an association
between ELNK and High
Speed
8. 8
BRAND ELEMENTS: THE CONNECTION
PEOPLE LOOKING OUT
FOR YOU
Safely connecting
people to a
rich internet
experience
Emotional BenefitRational Benefit
Peace
of mind and
Confidently secure
9. 9
BRAND ELEMENTS: THE CONNECTION
PEOPLE LOOKING OUT FOR YOU
• This is the destination we want to carve
out in the mind of the customer
• It’s what we stand for
• Everything we do should reinforce this
idea
10. 10
BRAND ELEMENTS: THE PERSONALITY
Core EarthLink personality attributes:
Scrappy – The underdog: feisty, fun, irreverent and honest.
Innovative – Focused on what’s next, ahead of the category,
break convention.
Brilliant – Knowledgeable, smart, internet expert (but never
arrogant).
Helpful – Customer-focused, proactive about new products and
services.
Independent – Nimble, focused, not a corporate conglomerate.
Trusted Friend – Personal, supportive, caring and charming.
Concerned about and respectful of your privacy.
11. 11
MESSAGING ARCHITECTURE
The messaging architecture will create value by
guiding consistent application of the EarthLink
master brand. It provides:
– Messaging structure
– Information organization
– High level prioritization
– Benefits and features
12. 12
MESSAGING ARCHITECTURE – BUILDING BLOCKS
Preference
Differentiation
Cost of Entry
• Required services & features.
• The things you must have.
• Crucial emotional benefits
• Significant points of leverage
• Propel to leadership
• Motivating functional benefits
• The things that begin to set you apart
… Feeling safe and
confidently secure.
The peace of mind to
connect to what’s
important.
… Protection from
online scams,
viruses, spyware
and spam.
… reliable
connection, access
numbers,
customer support.
13. 13
MESSAGING ARCHITECTURE - DEFINED
Brand Promise The single most unique and motivating point to communicate externally
Creative Idea The literal interpretation
Core Principles The defining aspects of the brand promise
Emotional Benefit The resulting feeling
Functional Benefit The practical implication
14. 14
MESSAGING ARCHITECTURE - EARTHLINK
Brand Promise
Creative Idea
Core Principles Protection Performance Innovation
Emotional Benefit
Safe, cared for, and
confidently secure.
Excitement, aspiration
and connection to what
is important
Ahead of the curve
and in the know
Functional Benefit
Powerful protection tools
for a safe Internet
experience.
A fast, quality connection,
award-winning support,
and the tools you need
to have a rich Internet
experience.
Access to the latest
advancements.
People Looking Out for You
We Revolve Around You
15. 15
When messaging our brand we want to convey
that;
• We are hard-working people that are looking out for you.
• We keep you safe and protected from online annoyances
and dangers with tools to fight scams, spyware, spam, pop-
ups and more.
• We offer fast, high quality internet access and
communication products and award winning support for the
best possible internet experience.
• We strive to stay on the cutting edge by developing the
most innovative and powerful tools and services.
MESSAGING ARCHITECTURE - EARTHLINK
16. 16
HOW OUR PRODUCTS FIT
Every product
will draw from
and be
supported by this
positioning.
People Looking Out for You
We Revolve Around You
High Speed Dial-Up Wireless & Voice
Benefit-driven features
17. 17
PRODUCT - HIGH SPEED ACCESS
Brand Promise
Creative Idea
Core Principles Protection Performance
Emotional Benefit Safe and confidently
secure.
ScamBlocker
Spyware Blocker
Virus Blocker
spamBlocker
Security Products Home Networking
Free Online Calling
Signoff/Support
Messaging
Dial-Up Access (20 hrs/mo)
Free Primary
Features
Added Services
Offer
J.D. Power and Associates
People Looking Out for You
We Revolve Around You
Excitement, aspiration and
connection to what is important
Up to 70x faster than dial-up
24/7 Customer Support
18. 18
PRODUCT – DIAL-UP ACCESS
Brand Promise
Creative Idea
Core Principles Protection Performance
Emotional Benefit
ScamBlocker
Spyware Blocker
Virus Blocker
spamBlocker
Added Services Security Products Internet Call Waiting
Signoff/Support
Messaging
Free Primary
Features
Offer
J.D. Power and Associates
People Looking Out for You
We Revolve Around You
Safe and confidently
secure.
Excitement, aspiration and
connection to what is important
Up to 5X faster with
EarthLink Accelerator
24/7 Customer Support
19. 19
PRODUCT – WIRELESS: BLACKBERRY 7250
Brand Promise
Creative Idea
Core Principles Protection Performance
Emotional Benefit
spamBlocker
Wireless Email
Virus Blocker
Phone/SMS
Bluetooth Enabled
Large Vibrant Screen
Personal Organizer
Web Access
Free Primary
Features
People Looking Out for You
We Revolve Around You
Safe and confidently
secure.
Excitement, aspiration and
connection to what is important
24/7 Customer Support
Signoff/Support
Messaging
Offer
20. 20
PRODUCT – WIRELESS: Treo 650
Brand Promise
Creative Idea
Core Principles Protection Performance
Emotional Benefit
spamBlocker
Virus Blocker
smartphone
Wireless Email
Bluetooth Enabled
Web Access
Personal Organizer
Digital Camera/Video
Mac Compatible
QWERTY Keyboard
Added Features MP3 Player
Free Primary
Features
Vibrant touch screen color
display
People Looking Out for You
We Revolve Around You
Safe and confidently
secure.
Excitement, aspiration and
connection to what is important
24/7 Customer Support
Signoff/Support
Messaging
Offer
21. 21
BRAND PERSONALITY – BROUGHT TO LIFE
1. We’re smart,
dedicated people
looking out for you
online.
We Revolve Around You
Brilliant
Trusted Friend
We need to let
customers know
that we’re internet
experts and
understand what’s
important to them.
• Reinforce the idea that EarthLink has thousands of experts
working hard to make the internet better everyday.
• Our language should be clear, easy to understand and
benefit-driven.
– Put yourself in the shoes of the customer.
– Express what’s important to the customer, not to us.
– Focus messaging on the “benefits” something offers the
customer, instead of a bulleted list of features.
• We Revolve Around You is a promise, an approach to our
business - not just an advertising tagline.
22. 22
BRAND PERSONALITY – BROUGHT TO LIFE
2. We’re a living
breathing organization
with personality.
We Revolve Around You
Scrappy
Independent
We need to show
our humanity.
• Associate our products with the humanity behind them:
– Consider featuring real employees.
– Express humanity in tone and design.
• Speak in the first person ("we") - EarthLink should feel more
like a family, less like a corporation.
• Avoid canned stock photography, unnaturally beautiful
models, overused category language - things that feel like
blatant advertising.
• Be engaging.
23. 23
BRAND PERSONALITY – BROUGHT TO LIFE
3. We’re passionate
about finding ways to
make the internet
better.
We Revolve Around You
Innovative
Helpful
We are focused on
developing new
products that meet
the needs of our
customers.
• Highlight new or enhanced products and features as they
launched
• Explain how these new products and features are innovative
and improve a customers internet experience.
• Let customers know that we are working hard to develop new
tools to make the internet better.
24. 24
SUMMARY
If we successfully apply these
guidelines, we will: Sponsors
hip/
Events
www/Portal
Direct
Marketing
Customer
Support
Public
Relations
Retail
Advertising
People
Looking
Out for
You
• Speak with one voice
• Create a meaningful, relevant
brand
• Achieve a consistent consumer
experience across diverse mediums
