5 Strategies for Building a World Class Brand

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This document outlines 5 strategies for building a world-class brand: 1) Know your target audience intimately, 2) Stand for meaningful higher-order benefits, 3) Ensure brand consistency across all customer touchpoints, 4) Engage in social media to connect with customers rather than just market to them, and 5) Continually refresh your brand with new twists. The presentation provides examples and encourages audience participation to help businesses strengthen their brands.

Technology Business

MY STORY, PART ONE!

TWITTER/JCOTTIN #NYXPO!

BUILDING YOUR TOOLBOX!

!
Answer the questions, send to:!
!
TWITTER/@JCOTTIN!
#NYXPO!
Facebook.com/BrandTwist!
!
P.S. PLAY ALONG THERE WILL BE PRIZES!

DEVELOP A BULL’S EYE TARGET!

TWITTER/JCOTTIN #NYXPO!

TARGET PERSONIFICATION!

• 

TWITTER/JCOTTIN #NYXPO!

RESPONSE!

WHAT KEEPS YOUR TARGET UP AT
NIGHT?!
!
!
@JCOTTIN!
#NYXPO!
JULIE@BRANDTWIST.COM!

GREAT BRANDS AIM HIGHER!

Higher order !
Beneﬁts! WHAT THIS
ENABLES
Emotional!
Beneﬁts!
HOW THEY FEEL

Functional !
Beneﬁts!
WHAT CUSTOMERS CAN DO!

Attributes!
WHAT YOU OFFER

TWITTER/JCOTTIN #NYXPO!

IMAGINATION…NOT TECHNOLOGY!

TWITTER/JCOTTIN #NYXPO!

ACHIEVEMENT…NOT ATHLETICS!

TWITTER/JCOTTIN #NYXPO!

CONSUMER CHAMPION…NOT PLANES ETC

“
Whenever
I
see
people
ge/ng

a
bad
deal,
I
want
to
step
in
and

do
something
about
it.
I
look
for

opportuni<es
where
we
can

oﬀer
something
be?er,
fresher

and
more
valuable.
”

EASY…NOT OFFICE SUPPLIES!

TWITTER/JCOTTIN #NYXPO!

VISION ALONE IS NOT ENOUGH… 
YOU NEED TO DELIVER!

TWITTER/JCOTTIN #NYXPO!

LITTLE TOUCHES!

TWITTER/JCOTTIN #NYXPO!

THE FINE PRINT!

HOW DID AIR TRAVEL
BECOME SO BLOODY
AWFUL?!
!
First, they took away the meals.
Then, the pretzels. And then,
the peanuts. All seven of them.
Then, suddenly, those paper
pillows got smaller. Along with
those “comfort-resistant”
blankets. Then, poof, they were
gone……That’s not how ﬂying
used to be. Flying used to be
special. Not long ago people
used to get gussied up…..Flying
should make you feel like you
are a virgin again. (Flying-wise
of course.) It should feel new.
And on Virgin Atlantic Airways it
always will.”
TWITTER/JCOTTIN #NYXPO!

EMPLOYEE AMBASSADORS!

TWITTER/JCOTTIN #NYXPO!

AMPLIFY REAL WORLD EVENTS!

Twitter updates from Richard On-sight Tweet-Up

Live Feed Videos of Skydivers On-site specials and exclusive content

MY STORY, PART TWO

TWITTER/JCOTTIN #NYXPO!

RESPONSE !

COME UP WITH ONE NEW IDEA FOR
YOUR BUSINESS INSPIRED BY ONE
OF YOUR FAVORITE BRANDS?!
!
@JCOTTIN!
#NYXPO!
JULIE@BRANDTWIST.COM!
!

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5 Strategies for Building a World Class Brand

1. 5 STRATEGIES ! ! BUILDING A WORLD CLASS BRAND Julie Cottineau, May 3, 2012! NY XPO for Business! Twitter@jcottin!

2. MY BACKGROUND TWITTER/JCOTTIN #NYXPO!

3. WHAT IS A! BRAND! REALLY?!

4. WHAT IS A BRAND?! Name! Logo! Ad! TWITTER/JCOTTIN #NYXPO!

5. “A GREAT BRAND IS ! A STORY WELL TOLD”! TWITTER/JCOTTIN #NYXPO!

6. MY STORY, PART ONE! TWITTER/JCOTTIN #NYXPO!

7. TWITTER/JCOTTIN #NYXPO!

8. TWITTER/JCOTTIN #NYXPO!

9. TWITTER/JCOTTIN #NYXPO!

10. BUILDING YOUR TOOLBOX! ! Answer the questions, send to:! ! TWITTER/@JCOTTIN! #NYXPO! Facebook.com/BrandTwist! ! P.S. PLAY ALONG THERE WILL BE PRIZES!

11. 5 Strategies!

12. 1 . Know what makes your target tick!

13. DEVELOP A BULL’S EYE TARGET! TWITTER/JCOTTIN #NYXPO!

14. TARGET PERSONIFICATION! •  TWITTER/JCOTTIN #NYXPO!

15. RESPONSE! WHAT KEEPS YOUR TARGET UP AT NIGHT?! ! ! @JCOTTIN! #NYXPO! JULIE@BRANDTWIST.COM!

16. 2 . Stand for something bigger! !

17. GREAT BRANDS AIM HIGHER! Higher order ! Benefits! WHAT THIS ENABLES Emotional! Benefits! HOW THEY FEEL Functional ! Benefits! WHAT CUSTOMERS CAN DO! Attributes! WHAT YOU OFFER TWITTER/JCOTTIN #NYXPO!

18. IMAGINATION…NOT TECHNOLOGY! TWITTER/JCOTTIN #NYXPO!

19. ACHIEVEMENT…NOT ATHLETICS! TWITTER/JCOTTIN #NYXPO!

20. CONSUMER CHAMPION…NOT PLANES ETC “ Whenever I see people ge/ng a bad deal, I want to step in and do something about it. I look for opportuni<es where we can oﬀer something be?er, fresher and more valuable. ”

21. EASY…NOT OFFICE SUPPLIES! TWITTER/JCOTTIN #NYXPO!

22. VISION ALONE IS NOT ENOUGH…  YOU NEED TO DELIVER! TWITTER/JCOTTIN #NYXPO!

23. RESPONSE! WHAT’S AT THE TOP OF YOUR BRAND PYRAMID?! ! ! @JCOTTIN! #NYXPO! JULIE@BRANDTWIST.COM!

24. 3. Brand should inﬂuence everything !

25. BRAND SHOULD INFLUENCE EVERYTHING! PEOPLE INNOVATION MARKETING BRAND IDEA ENVIROMENT SERVICE COMMUNICATION TWITTER/JCOTTIN #NYXPO!

26. COMMUNICATION! TWITTER/JCOTTIN #NYXPO!

27. LITTLE TOUCHES! TWITTER/JCOTTIN #NYXPO!

28. THE FINE PRINT! HOW DID AIR TRAVEL BECOME SO BLOODY AWFUL?! ! First, they took away the meals. Then, the pretzels. And then, the peanuts. All seven of them. Then, suddenly, those paper pillows got smaller. Along with those “comfort-resistant” blankets. Then, poof, they were gone……That’s not how ﬂying used to be. Flying used to be special. Not long ago people used to get gussied up…..Flying should make you feel like you are a virgin again. (Flying-wise of course.) It should feel new. And on Virgin Atlantic Airways it always will.” TWITTER/JCOTTIN #NYXPO!

29. ENVIRONMENTS! TWITTER/JCOTTIN #NYXPO!

30. EMPLOYEE AMBASSADORS! TWITTER/JCOTTIN #NYXPO!

31. SOCIAL CAUSES! TWITTER/JCOTTIN #NYXPO!

32. RESPONSE ! IDENTIFY ONE AREA WHERE YOUR BRAND COULD WORK HARDER?! ! @JCOTTIN! #NYXPO! JULIE@BRANDTWIST.COM! !

33. 4 . Be social, don’t count friends! !

34. TWITTER/JCOTTIN #NYXPO!

35. BE BUZZWORTHY! TWITTER/JCOTTIN #NYXPO!

36. CONNECT, DON’T MARKET!

37. CUSTOMER SERVICE AND RECOVERY!

38. AMPLIFY REAL WORLD EVENTS! Twitter updates from Richard On-sight Tweet-Up Live Feed Videos of Skydivers On-site specials and exclusive content

39. BE VISUAL!

40. JOIN FORCES!

41. RESPONSE ! IDENTIFY ONE NEW FORM OR NEW USE OF SOCIAL MEDIA FOR YOUR BRAND! ! @JCOTTIN! #NYXPO! JULIE@BRANDTWIST.COM! !

42. 5. Add a fresh twist !

43. MY STORY, PART TWO TWITTER/JCOTTIN #NYXPO!

44. ? TWITTER/JCOTTIN #NYXPO!

45. TWITTER/JCOTTIN #NYXPO!

46. ? TWITTER/JCOTTIN #NYXPO!

47. ! TWITTER/JCOTTIN #NYXPO!

48. TWITTER/JCOTTIN #NYXPO!

49. INSPIRATIONAL ! YOUR BRAND! BRAND TWITTER/JCOTTIN #NYXPO!

50. RESPONSE ! COME UP WITH ONE NEW IDEA FOR YOUR BUSINESS INSPIRED BY ONE OF YOUR FAVORITE BRANDS?! ! @JCOTTIN! #NYXPO! JULIE@BRANDTWIST.COM! !

51. THE 5 STRATEGIES! 1. !Know your target! 2. !Stand for something bigger! 3.!Apply your brand everywhere! 4. !Be social, don’t count friends! 5. ! Add a fresh twist ! TWITTER/JCOTTIN #NYXPO!

52. “A STRONG BRAND IS A SMALL BUSINESSES’ SECRET WEAPON”! TWITTER/JCOTTIN #NYXPO!

53. THANK YOU!! ! ! ! Like BrandTwist on Facebook! and answer at least 1 question@Jcottin! to be eligible for Brand Diagnostic drawing! ! ! Julie Cottineau! www.BrandTwist.com! Twitter/@Jcottin!

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