How to build your reputation without paid publicity. Reclame zonder advertentie

1. Brand Yourself!
Publicity without ads
8 May 2010 – Bob Vermeir
Spring meeting of the Royal Belgian Society for Plastic Surgery

2. Can Lucky Luke, René Magritte and
Adolphe Sax save Belgium?
1.400.000 euro
8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 2

3. Bob Vermeir
2010
Editor & journalist VRT newsroom
Communicationcoach & interviewtrainer
2007-2010
Coordinator crossmedia projects & institutional co-operation VRT
Projectmanager Eén+ & Canvas+ (digital subchannels)
2006-2007
Projectmanager assigned to the general manager VRT-Television
2001-2006
Program manager Canvas (TV)
1991-2001
Editor & journalist VRT newsroom radio & television
Freelance journalist newpapers & magazines
8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 3

4. Brands
more than just a name and a logo

5. A BRAND
“A brand is a name, term, sign, symbol or design, or a
combination of them which is intended to identify the goods
or services of one seller of group of sellers and to differentiate
them from those of competitors”
Philip Kotler
marketing guru
Kellogg School of Management Chicago
8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 5

6. A BRAND
“A brand is a name, term, sign, symbol or design, or a
combination of them which is intended to identify the goods
or services of one seller of group of sellers and to differentiate
them from those of competitors”
Philip Kotler
marketing guru
Kellogg School of Management Chicago
8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 6

7. A Brand
name taste
logo & font perception
visuals emotion
baseline feeling
coulours looks
product (be)longing
place & price anxiety
promotion values
events ...
...
Differentation
8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 7

8. A Brand
Image
PRODUCT
SERVICE
COMPANY
PERSON
Identity
€
Reputation
8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 8

9. Brand yourself!
What’s a brand?
How do I make myself a brand?
Media, how do they work?
Brand energizers
The importance to fit
8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 9

10. What is A Brand ? Who you say you
are?
clothes, hair, make
up, car, shoes,
Who you are? holidays, home, ...
name, age, address,
gender, maritial Image
status, ...
Identity
€?
Reputation
What others say you are?
reliable, trustworthy, qualities,
kind, soft/hard, open,
approachable,...
8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 10

11. Identity
8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 11

12. What is A Brand ?
Image
Identity
Reputation
8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 12

13. Britney
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14. The wives
Gordon Brown David Cameron Nick Glegg
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15. The kids
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16. The kids
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17. Reception
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18. What is A Brand ?
Image
Identity
Reputation
8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 18

19. Reputation
De Standaard, 7 mei 2010
8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 19

20. Tara Reid
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21. Tara Reid
8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 21

22. What is A Brand ?
Image
Identity
Reputation
8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 22

23. Brand yourself!
What’s a brand?
How do I make myself a brand?
Media, how do they work?
Brand energizers
The importance to fit
8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 23

24. HOW DO I MAKE MYSELF a brand ? Case 1
8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 24

25. Justine Henin
8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 25

26. Justine Henin => Justine for kids
8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 26

27. HOW DO I MAKE MYSELF a brand ? Case 2
Specialist
criminal law
pleader in 23
assizes
⇒14x defendant
⇒of which 7x
acquittal
8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 27

28. Books, Programs, blogs
8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 28

29. Books, Programs, blogs
8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 29

30. Books, Programs, blogs
Focus on content : justice, justice&society
Never private
8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 30

31. How do I make myself a brand?
8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 31

32. How do I make myself a brand?
8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 32

33. Tips & Tricks
1. focus !
2. keep your privacy
3. target and target group
4. build relationships
5. engage yourself, learn, explore, …
6. participate
7. communicate
8. be creative (or hire someone who is)
8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 33

34. LinkedIn & Facebook
8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 34

35. Blog
http://ilsemarien.com/
8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 35

36. Blog
www.fonsleroy.blogspot.com/
8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 36

37. Twitter
8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 37

38. Brand yourself!
What’s a brand?
How do I make myself a brand?
Media, how do they work?
Brand energizers
The importance to fit
8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 38

39. Media, how do they work?
8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 39

40. question?
What are
“andersglobalisten” ?
Paul D’Hoore
8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 40

41. Beneficial effects of cyanide
8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 41

42. Dierickx vs Moerman Case
8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Dierickx Brand yourself! - 42
Dierickx

43. WHat is news? What is interesting?
Current affairs
Importance
Aberrant What you have
to know to
Authority
function in a
What at least 1 democracy
person
doesn’t like to Interesting
read in the
newspaper New
8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 43

44. AUdience
Auntie Maggie
George, Maggie, Vanessa and Peter
KISS
8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 44

45. “Everything you say can and will be used
against you in a court of law."
8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 45

46. Do’s and don’ts
1. trust, reliance, confidence, credit, dependence, ...
2. 24/7 : the city never sleeps
3. never “no comment” Mercedes A
4. never lie, cheat, deceive, trick, mislead, ...
5. open, but not too open
6. 5 x W and 1 x H
7. focus : keep your target in mind
8. tell them stories : once upon a time
9. KISS bevruchting
10. Clear : don’t talk too fast/too much
11. Use “spoken language” Berlusconi
12. Use quotes Quotes
8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 46

47. Not too open
8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 47

48. Never lie
8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 48

49. Never lie
Anderlecht
8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 49

50. Brand yourself!
What’s a brand?
How do I make myself a brand?
Media, how do they work?
Brand energizers
The importance to fit
8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 50

51. Brand energizer
8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 51

52. Brand energizer
“From time to time we put one under the ground again, so Haïti remains in the news”
8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 52

53. Brand energizer
8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 53

54. Brand energizer
8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 54

55. Brand energizer
Make your own news
8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 55

56. Brand yourself!
What’s a brand?
How do I make myself a brand?
Media, how do they work?
Brand energizers
The importance to fit
8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 56

57. The importance to fit
8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 57

58. Conclusion
1. 24/7
2. Comment
3. To lie
4. Open
5. About W’s and H’s
6. Target
7. Stories
8. KISS
9. Clear
10. Language
11. Quotes
8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 58

59. Q&A
bob.vermeir@gmail.com
http://be.linkedin.com/in/bobvermeir
8 mei 2010 - Royal Belgian Society for Plastic Surgery bob.vermeir@gmail.com Brand yourself! - 59

60. Brand Yourself!
Publicity without ads
8 May 2010 – Bob Vermeir
Spring meeting of the Royal Belgian Society for Plastic Surgery