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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! Copyright all rights reserved, BrandTwist 2012
- 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!
- 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!
- 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!