My presentation at #Inbound15, a break from the relentless focus on data-driven lead generation to spend just a few minutes on the power of human-powered storytelling.
Voice and Tone: Creating content for humans (Kate Kiefer Lee)Kate Kiefer Lee
A brand’s voice stays the same from day to day, but its tone has to change all the time, depending on both the situation and the reader’s feelings. This talk focuses on articulating your brand’s personality and writing for emotional humans.
I use MailChimp as a case study to explain how we created VoiceandTone.com, an interactive voice and tone guide, and how it improved the company’s content and processes across departments.
I also share a few of my favorite voice and tone guides, as well as some examples of empathetic (and not so empathetic) content in action.
In this presentation for Startup Week Seattle 2017, Fitcode's Stephanie Chacharon shares the fundamentals of branding: from brand discovery and building blocks to making it real.
Lovemarks Presentation - Brand Pioneers April 9 2013Panelteam
Lovemarks
Arjan Kapteijns – CEO Saatchi & Saatchi
Saatchi & Saatchi is the Lovemarks company. Arjan looked closely at the question: What makes some brands inspirational, while others struggle? With inspiring case studies he will explain what Lovemarks are and how they deliver beyond their expectations of great performance.
The key to building a connection with your audience, and subsequently converting them into loyal customers, is to write in a way that resonates with them and allows them to understand your messages. Tone of voice guidelines will help you do this consistently across platforms, even when your content is produced by multiple writers.
These slides form both a guide to and template for creating your own brand tone of voice guide. You can give your completed guide to your in-house writers and any contract or freelance content writers and copywriters that you may hire.
There has been much debate about the power, effectiveness and longevity of influencers. As social media platforms change, the realms of how influencers work with brands change - and the surrounding regulation evolves to keep up. Companies must understand how to harness influencer needs, and how to genuinely matter to people
Voice and Tone: Creating content for humans (Kate Kiefer Lee)Kate Kiefer Lee
A brand’s voice stays the same from day to day, but its tone has to change all the time, depending on both the situation and the reader’s feelings. This talk focuses on articulating your brand’s personality and writing for emotional humans.
I use MailChimp as a case study to explain how we created VoiceandTone.com, an interactive voice and tone guide, and how it improved the company’s content and processes across departments.
I also share a few of my favorite voice and tone guides, as well as some examples of empathetic (and not so empathetic) content in action.
In this presentation for Startup Week Seattle 2017, Fitcode's Stephanie Chacharon shares the fundamentals of branding: from brand discovery and building blocks to making it real.
Lovemarks Presentation - Brand Pioneers April 9 2013Panelteam
Lovemarks
Arjan Kapteijns – CEO Saatchi & Saatchi
Saatchi & Saatchi is the Lovemarks company. Arjan looked closely at the question: What makes some brands inspirational, while others struggle? With inspiring case studies he will explain what Lovemarks are and how they deliver beyond their expectations of great performance.
The key to building a connection with your audience, and subsequently converting them into loyal customers, is to write in a way that resonates with them and allows them to understand your messages. Tone of voice guidelines will help you do this consistently across platforms, even when your content is produced by multiple writers.
These slides form both a guide to and template for creating your own brand tone of voice guide. You can give your completed guide to your in-house writers and any contract or freelance content writers and copywriters that you may hire.
There has been much debate about the power, effectiveness and longevity of influencers. As social media platforms change, the realms of how influencers work with brands change - and the surrounding regulation evolves to keep up. Companies must understand how to harness influencer needs, and how to genuinely matter to people
If your voice guidelines are just six adjectives in the brand book you're not alone, but you’re missing a big opportunity.
Your voice has a huge role to play in conveying what you stand for and communicating with your audience. It isn’t just about brand, marketing, or the emotional side of things. It’s also about the rational: if you’re trying to create a great product or service, voice has an impact on your user experience too.
It’s time to give your voice more consideration and your writers better guidance. In this webinar you’ll learn about what makes a good voice, and how to create guidelines your colleagues will actually use. You’ll also hear a case study from Samaritans on how they created and rolled out a refreshed brand voice.
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
In 2014, BBDO Belgium was awarded with the title Agency of the Year by Media Marketing. For the first time in the history of the competition, a jury of advertisers and agencies choose the winner based on a entry document.
This is a resume of our entry document.
This is our story of 2014.
This is why we are Agency of the Year.
This is why we are #BBDOproud
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York.
Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning.
'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do.
Enjoy reading.
Brand voice is something any organization doing marketing communications has–but might not actively manage it.
It's a mix of overall brand voice and how tone is nuanced in different situations.
This helpful guide defines what brand voice and tone are, and provides easy-to-do steps to developing the brand voice for your brand.
The slides from my inaugural creative brief writing workshop. Theory and practice. Attendees had to complete a brief prior to the session, and their work was used to illustrate best brief writing practice. More sessions to follow.
[Eng] The use of consumer insight in Advertising: from classic Advertising to...giulio bonini
This is the English version of my thesis in Advertising.
I point out the role of consumer research in creating advertising and marketing communication.
I give a definition of consumer insight, its 4 properties and applications in many media.
A view of the customer experience through the consumer journeySKIM
Customer satisfaction can be measured across the consumer journey, each point being evaluated and rated by customers on how satisfied they are at that specific point in time. However, with the consumer journey becoming so intricate and interconnected through numerous channels, looking at these individual points in isolation is no longer accurate and can be deceiving.
Hence, marketers should go beyond traditional metrics to determine and understand customer experience within the context of consumer journey.
We shared insights from our journey mapping studies as we see tremendous value when understanding customer experience from this perspective.
You can now download the presentation directly from Slideshare.
Here are 17 of the best free online tools for Digital Strategists to help cultivate killer insights on consumers, competitors and the industry. In this toolbox we you will find how to use each tool with an example insight drawn for the client, as well as each of their benefits and limitations.
The tools helps to conduct Consumer Research, Category Research, Discourse Analysis and Environmental analysis.
Julian Cole, Head of Communications Planning at BBH, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 23rd at the VCU Brandcenter in Richmond, VA.
Effectiveness is at the heart of everything we do. David Ogilvy himself wrote a series of full-page ads in the New York Times in the 1960s with headlines such as "How To Create Advertising That Sells." His most famous book, Ogilvy on Advertising, is packed with guidance on the success factors of effective campaigns.
However, the marketing landscape has changed beyond recognition in the past fifty years. We are delighted to share our latest publication, The Ogilvy & Mather guide to effectiveness. In it, Worldwide Effectiveness Director, Tim Broadbent, deals with one of the most central questions in marketing: how to increase the effectiveness of our campaigns.
As marketing budgets come under increasing pressure in response to economic uncertainty in Europe and elsewhere, effectiveness is rising higher on clients' agendas. The message is timely.
Most presentation suck. Here's my best advice on how not to, and it boils down to a single, simple idea: Focus on the listener. Not yourself. Not your content. Not your slides. THE LISTENER.
If your voice guidelines are just six adjectives in the brand book you're not alone, but you’re missing a big opportunity.
Your voice has a huge role to play in conveying what you stand for and communicating with your audience. It isn’t just about brand, marketing, or the emotional side of things. It’s also about the rational: if you’re trying to create a great product or service, voice has an impact on your user experience too.
It’s time to give your voice more consideration and your writers better guidance. In this webinar you’ll learn about what makes a good voice, and how to create guidelines your colleagues will actually use. You’ll also hear a case study from Samaritans on how they created and rolled out a refreshed brand voice.
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
In 2014, BBDO Belgium was awarded with the title Agency of the Year by Media Marketing. For the first time in the history of the competition, a jury of advertisers and agencies choose the winner based on a entry document.
This is a resume of our entry document.
This is our story of 2014.
This is why we are Agency of the Year.
This is why we are #BBDOproud
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York.
Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning.
'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do.
Enjoy reading.
Brand voice is something any organization doing marketing communications has–but might not actively manage it.
It's a mix of overall brand voice and how tone is nuanced in different situations.
This helpful guide defines what brand voice and tone are, and provides easy-to-do steps to developing the brand voice for your brand.
The slides from my inaugural creative brief writing workshop. Theory and practice. Attendees had to complete a brief prior to the session, and their work was used to illustrate best brief writing practice. More sessions to follow.
[Eng] The use of consumer insight in Advertising: from classic Advertising to...giulio bonini
This is the English version of my thesis in Advertising.
I point out the role of consumer research in creating advertising and marketing communication.
I give a definition of consumer insight, its 4 properties and applications in many media.
A view of the customer experience through the consumer journeySKIM
Customer satisfaction can be measured across the consumer journey, each point being evaluated and rated by customers on how satisfied they are at that specific point in time. However, with the consumer journey becoming so intricate and interconnected through numerous channels, looking at these individual points in isolation is no longer accurate and can be deceiving.
Hence, marketers should go beyond traditional metrics to determine and understand customer experience within the context of consumer journey.
We shared insights from our journey mapping studies as we see tremendous value when understanding customer experience from this perspective.
You can now download the presentation directly from Slideshare.
Here are 17 of the best free online tools for Digital Strategists to help cultivate killer insights on consumers, competitors and the industry. In this toolbox we you will find how to use each tool with an example insight drawn for the client, as well as each of their benefits and limitations.
The tools helps to conduct Consumer Research, Category Research, Discourse Analysis and Environmental analysis.
Julian Cole, Head of Communications Planning at BBH, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 23rd at the VCU Brandcenter in Richmond, VA.
Effectiveness is at the heart of everything we do. David Ogilvy himself wrote a series of full-page ads in the New York Times in the 1960s with headlines such as "How To Create Advertising That Sells." His most famous book, Ogilvy on Advertising, is packed with guidance on the success factors of effective campaigns.
However, the marketing landscape has changed beyond recognition in the past fifty years. We are delighted to share our latest publication, The Ogilvy & Mather guide to effectiveness. In it, Worldwide Effectiveness Director, Tim Broadbent, deals with one of the most central questions in marketing: how to increase the effectiveness of our campaigns.
As marketing budgets come under increasing pressure in response to economic uncertainty in Europe and elsewhere, effectiveness is rising higher on clients' agendas. The message is timely.
Most presentation suck. Here's my best advice on how not to, and it boils down to a single, simple idea: Focus on the listener. Not yourself. Not your content. Not your slides. THE LISTENER.
Actifio CEO Ash Ashutosh asked us to kick off a marketing planning meeting by talking about how marketing itself has changed, with emphasis on new strategies and tools being leveraged by savvy marketers right now. These are our thoughts.
Leveraging social media starts with an understanding of why it's important, and ends with a focus on building and leveraging the relationships that drive business.
"Most presentation workshops focus on building better slides. That’s an important part of the process, but what about how to structure your presentation, and ensure whatever result you’re trying to achieve? How can you more effectively build the content of a presentation to do what every presentation is really trying to achieve… moving a group of people from Point A, to Point B?
Here's a structured, logical approach to developing presentations that get RESULTS, featuring entrepreneur, brand guru and PowerPoint Jedi Mike Troiano."
Presentation to Chris Colbert's class at the New England Conservatory. What musician's need to know to get started building a brand through social media.
Printed leave-behind for the Holland-Mark CEO Series event around how CEOs should be using Twitter to advance the interests of their businesses and personal brands.
Slides from the FutureM panel "The Future of Advertising," moderated by Holland-Mark Principal MIKE TROIANO, and featuring Localytics CEO RAJ AGARWAL, Mullen Chief Innovation Officer EDWARD BOCHES, DataXu President & CEO MIKE BAKER, Digitas' Chief Growth Officer
BARBARA CIPOLLA, Arnold Worldwide SVP Director of User Experience
KEITH LAFERRIERE, and CampusLIVE CEO BORIS REVSIN. Sponsored by http://Bostinnovation.com
When it comes to social media - Facebook, Twitter, Tumblr, Google+, and all the rest - most of us are still trying to keep up with our kids. Where do you turn to try and understand what all the fuss is about, what they might be doing there, and what both the risks and opportunities for relationship building might be?
A collection of posters with a variety of stylized PRIV angles and Android operating system user interfaces to highlight the primary features of the device. PRIV is the first Android-powered smartphone backed by BlackBerry's legendary security, privacy, keyboard, battery life and other specs.
The power of BlackBerry is now on Android™. Learn about its core components and key usage features in the PRIV sales brochure.
PRIV™ combines everything you’ve come to expect from BlackBerry® with the full eco-system of Android apps. With one touch of the physical keyboard you’ll be hooked. It lets you blast out long emails with amazing accuracy and blazing speed, and then slides easily away when you want to use the virtual keyboard.
The BlackBerry® Hub lets you see your email, SMS, social media, calendar and phone calls, all in one place. You get all of this, plus all the apps you’ll ever need, legendary BlackBerry security that lets you know when you could be at risk, an 18 MP dual flash Schneider-Kreuznach ® certified camera that lets you take pictures like a pro, and a colossal battery that doesn’t stop for the day until you do.
The BlackBerry PRIV pocket-sized sales guide offers quick tips and a demo guide on the key features of PRIV. Designed for smartphone sales people, the PRIV sales showcases the key specs and features of the first Android-powered smartphone to be backed by BlackBerry's world-class security and features.
Learn about the PRIV's security and privacy features, camera, keyboard, onboard software, the overall form and function and other specs of BlackBerry's new smartphone.
What is a brand? Does it really matter that much for businesses, and if so, how to you build one? Delivered at Hypergrowth Conference in Boston, September 25, 2017.
We are the First representatives of our brands, our brands are an extension of our personality and as the brand driver our decisions concerning life has to be intentional.
How to identify and articulate your company's unique brand purpose. Through asking themselves and their customers a series of questions, a business owner can develop a brand purpose and values system that acts as a filter for decision making, an insurance policy, a shared belief system, and a guide for team behavior.
In this presentation, I reference and pull from the many places where I have learned about the importance of brand and how to get to the real "why":
Listen Ventures, for their "Brand Purpose" framework of "What We Believe" and "Why We Exist."
Nick Sarillo, for his powerful work with brand values and building an authentic, explicit culture.
Simon Sinek, for his TEDTalk "Start with Why"
The books, "Made to Stick", by Chip and Dan Heath for cultivating empathy and understanding what your business looks like from the outside without all of the context that we as founders have.
The beautiful quote by Wally Olins, from the book "Brand Thinking and other Noble Pursuits" by Debbie Millan
And likely 10,000 other sources which have unwittingly shaped and built my passion and understanding for brand and its power in building emotionally resonant, authentic, proactive companies.
53 Takeaways From The Wolf Of Wall Street's London SeminarSean McPheat
Most people have seen the film by now and know exactly what this man, Jordan Belfort, has done in the past.
As a way of repaying the people he has stolen from in the past – Belfort now travels around the world and delivers motivational speeches and gives advice on how to sell effectively to people (ethically too!)
I attended his seminar in London at the Excel Centre and here is what I took away from it…
SELLING INBOUND: TRANSFORM YOUR REP'S INBOUND SELLING SKILLS [INBOUND 2014]HubSpot
In this session you will learn effective strategies and tactics you can use right away to train your sales team on how to sell from an inbound point of view. We will discuss the various approaches we use here at HubSpot to train our sales team to be successful inbound sellers.
There are many misconceptions as to what a brand is and the value in having a strategically considered brand. This is a simple analogy to summarise where the value really lies in focusing on your own brand.
Dr. Rick Goodman provides expert tips and tricks on mastering the art of sales. For more information on sales mastery visit www.rickgoodman.com or schedule a sales training workshop at www.advantagecontinuingeducationseminars.com
Inbound2015 carole mahoney-the rules of inbound engagementCarole Mahoney
So many inbound leads, so few inbound sales people. What's an inbound buyer to do?
What's the secret to creating, approaching and nurturing your inbound leads into customer evangelists? How should salespeople nurture and follow up with leads the inbound way?
Check out this presentation from #inbound15 if you are looking to convert more inbound leads into customer evangelists with some of the simple secrets of inbound engagement. Discover what questions to ask to go from download to customer evangelist with an easy to remember buyer focused process
Jenifer Kern, Celerity's VP of Marketing, discusses the connection between Sales, Marketing and Jazz at HubSpot's INBOUND15 conference. "What's Jazz Got To Do With It?"
Stop Ruining your Real Estate Reputation - Detox your Digital BrandLaura Monroe
Your personal and brand reputation depends on TRUST - Detox the behaviors that damage your reputation, and measure the insights from truth-telling word of mouth marketing.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
An introduction to the cryptocurrency investment platform Binance Savings.Any kyc Account
Learn how to use Binance Savings to expand your bitcoin holdings. Discover how to maximize your earnings on one of the most reliable cryptocurrency exchange platforms, as well as how to earn interest on your cryptocurrency holdings and the various savings choices available.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
2. 1. What is a brand?
2. Why emotion?
3. Reflect on your customer.
4. Simplify your promise.
5. Deliver it consistently.
AGENDA
3. Where’s the brand in this picture?
WHERE’S THE BRAND?
?
?
The Brand is out here.
In the hearts and minds
of the audience.
4. INBOUND15
• The world’s collective emotional response
• Envelope for your product’s rational benefits
• Emotional value proposition, guides people toward or away
from what you’re selling
• If you think it doesn’t matter, you don’t understand how
people make decisions…
WHAT’S A BRAND?
4
5. INBOUND15
• Antonio Damasio, Neuroscientist
• Studied seemingly normal people with
a specific type of brain damage that
made them unable to feel emotions.
• All had something peculiar in common:
they couldn’t make decisions.
WE USE EMOTION TO DECIDE
5
10. INBOUND15
If you want to change what someone does,
you need to change what they feel,
and not just what they think.
HUMAN TRUTH
11. INBOUND15
• Disclose the recipe.
• Destroy the factories.
• Fire the team.
• Rip up the contracts.
• Burn every hard asset of the Coca-Cola Company.
BRAND VALUE IS REAL
• BORROW $79.2 BILLION AGAINST THE VALUE
OF THE BRAND, REBUILD IT ALL.
12. INBOUND15
SO IS BRAND FAILURE
1
If you don’t create a brand
for the market, the market
creates a brand for you.
DOUCHEBAG
13. INBOUND15
It starts at the top. The failure to apply the right
level of executive leadership to define and deliver
on an emotional value proposition is the first
place brands fail.
BRAND FAILURE POINT
14. INBOUND15
“OK. SO WHAT DO I DO?”
REFLECT ON
YOUR CUSTOMER
SIMPLIFY YOUR
PROMISE
DELIVER IT
CONSISTENTLY
16. INBOUND15
1. Who is she?
2. What does she care about?
3. What does she really want?
4. Why does she want that?
5. How does she feel when she gets it?
QUESTIONS
17. INBOUND15
• Business traveler unhappy to be away from home.
• Moms who feel bad about getting groceries delivered.
• Technicians who feel undervalued and under-appreciated.
• Bosses sick of paying for storage.
• Teens with stage 5 FOMO.
Examples
18. INBOUND15
“OK. SO WHAT DO I DO?”
REFLECT ON
YOUR CUSTOMER
SIMPLIFY YOUR
PROMISE
DELIVER IT
CONSISTENTLY
19. INBOUND15
WHAT’S IN IT FOR ME?
What is the
R AT I ON A L
reason I should
care about this?
What is the
E M OT I ON A L
reason I should
care about this?
20. INBOUND15
1. Brainstorm a bunch of ideas with some smart and creative people.
2. Pick one that seems right based on the criteria above.
3. See how a few customers respond to your hypothesis.
4. Refine, confirm, and anoint the imperfect.
5. Focus on it, explicitly and exclusively.
ACTION PLAN
Express your choice clearly and simply,
as something you and everyone on your team can remember, share,
and deliver in the details of every customer touch point.
21. INBOUND15
• Enjoying the road a little more.
• Confidence of delivering the best to your family.
• Recognition of solving a real business problem.
• Freedom from the hassle and expense of 20th century tech.
• Joy of feeling you’re a part of the group.
Examples
23. INBOUND15
Not deciding on a single, simple brand promise
that is true, relevant, motivating, and distinct from
those chosen by your competition.
BRAND FAILURE POINT
24. INBOUND15
“OK. SO WHAT DO I DO?”
REFLECT ON
YOUR CUSTOMER
SIMPLIFY YOUR
PROMISE
DELIVER IT
CONSISTENTLY
28. INBOUND15
HOW IT WORKS
“Being on the road sucks… I
feel and look like shit, I really
need to get my act together.”
Affluent, middle-aged
business traveler
31. INBOUND15
Lack of communications disciplinein the
delivery of the same brand promise at every
point of contact with the customer.
BRAND FAILURE POINT
32. INBOUND15
• If your product sucks, your brand will not save you.
• Brands live on the emotional plane of customer experience.
• Built on foundation of executive leadership, customer
understanding, insight on potential to add emotional value,
and product quality.
GROUNDING IN SUBSTANCE
33. INBOUND15
1. Your brand is out there, in the hearts and minds of the people you care about.
2. It works on the emotional plane that drives behavior in all people.
3. Your brand is grounded in the substance of your product, insight, and leadership.
4. Pretend your target audience is a person. Talk to them like they are.
5. Engage them with a clear and simple expression of your emotional value proposition.
6. Deliver that message, consistently and relentlessly, at every touch point with the market.
HIGHLIGHTS
34. INBOUND15
"If you want to build a ship, don’t drum up people together to collect wood
and don’t assignthem tasks and work, but rather teach them to long for
the endless immensity of the sea.”
Antoine de Saint-Exupery
FINAL THOUGHT