Insights from CMO of NW challenger brand, PEMCO Mutual Insurance Company, on topic of branding your company while working closely with partner agency brands.
Includes discussion of brand ladder, brand advocacy, and effective collaboration techniques. Presented at NAMIC Personal Lines Seminar, April 2011 by CMO Rod Brooks
Personal branding is a requirement for everyone. Branding Pro Karen King shares: Why personal branding is a must-have, Personal branding lessons for business leaders, How to stand out from the competition, A framework for your brand strategy
Market Research Report : Unified Communications Market in India 2012Netscribes, Inc.
For the complete report, get in touch with us at : info@netscribes.com
Unified Communications market inIndiais currently undergoing through a phase wherein the market can be characterized with steady growth and a cut-throat competition amongst players operating in the market space. Primarily, the market is boosted by the ongoing proliferation of high speed internet services such as 3G and broadband. Further, the demand to incorporate mobility amongst corporations is also raising the demand for UC based technology so as to facilitate seamless flow of information and data.
The market comprises of multiple segments including voice based communications, conferencing and messaging & calendaring. “Currently, the market is growing at a compounded annual growth rate of 23.5%,”says Mr. Kalyan Banga, Product Manager at Netscribes. An array of factors including rising enterprise mobility, availability of 3G and broadband services, abundance of smart portable devices and the presence of a tech savvy youth population basically propel the market forward. Cloud computing has become a significant part of the UC market wherein players hailing mostly from the small and medium business segment opt for hosted UC services and solutions. This typical behavior is mainly because of the tendency to avoid the upfront capital costs associated with the deployment of UC solutions. “The UC market will see investments pouring in from the SMB space which in turn is expected to grow at a steady CAGR of around 16%” added Kalyan.
How a regional challenger brand in the uninteresting insurance business has been repositioned into one of the Northwest's most talked about brands. PEMCO's Playbook.
Johnny Dixon - BT - spectrum aspects of the draft EECC - techUK 161125techUK
Presentations from the UK SPF Cluster 4 Meeting on the 25 November
http://www.techuk.org/insights/meeting-notes/item/9810-spf-cluster-4-eecc-and-eu-5g-plan
In this session, Peter explains how Virgin Media moved its P2P process from ‘swamp to summit’; how it motivated staff through Lean Sigma training and transformed the mood so staff felt needed and driven, instead of unsure of their purpose. He highlights the process-improvement initiatives, change-management exercises and approaches to organisational consolidation that have doubled its invoice productivity and delivered 50% cost savings in P2P.
Personal branding is a requirement for everyone. Branding Pro Karen King shares: Why personal branding is a must-have, Personal branding lessons for business leaders, How to stand out from the competition, A framework for your brand strategy
Market Research Report : Unified Communications Market in India 2012Netscribes, Inc.
For the complete report, get in touch with us at : info@netscribes.com
Unified Communications market inIndiais currently undergoing through a phase wherein the market can be characterized with steady growth and a cut-throat competition amongst players operating in the market space. Primarily, the market is boosted by the ongoing proliferation of high speed internet services such as 3G and broadband. Further, the demand to incorporate mobility amongst corporations is also raising the demand for UC based technology so as to facilitate seamless flow of information and data.
The market comprises of multiple segments including voice based communications, conferencing and messaging & calendaring. “Currently, the market is growing at a compounded annual growth rate of 23.5%,”says Mr. Kalyan Banga, Product Manager at Netscribes. An array of factors including rising enterprise mobility, availability of 3G and broadband services, abundance of smart portable devices and the presence of a tech savvy youth population basically propel the market forward. Cloud computing has become a significant part of the UC market wherein players hailing mostly from the small and medium business segment opt for hosted UC services and solutions. This typical behavior is mainly because of the tendency to avoid the upfront capital costs associated with the deployment of UC solutions. “The UC market will see investments pouring in from the SMB space which in turn is expected to grow at a steady CAGR of around 16%” added Kalyan.
How a regional challenger brand in the uninteresting insurance business has been repositioned into one of the Northwest's most talked about brands. PEMCO's Playbook.
Johnny Dixon - BT - spectrum aspects of the draft EECC - techUK 161125techUK
Presentations from the UK SPF Cluster 4 Meeting on the 25 November
http://www.techuk.org/insights/meeting-notes/item/9810-spf-cluster-4-eecc-and-eu-5g-plan
In this session, Peter explains how Virgin Media moved its P2P process from ‘swamp to summit’; how it motivated staff through Lean Sigma training and transformed the mood so staff felt needed and driven, instead of unsure of their purpose. He highlights the process-improvement initiatives, change-management exercises and approaches to organisational consolidation that have doubled its invoice productivity and delivered 50% cost savings in P2P.
Are you a Challenger Brand? Check out what DirectionGroup's Geraint Holliman has to say about what a Challenger Brand truly means today. Content is based on the best selling book Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders by Adam Morgan.
Let us know what you think.
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Michael Murphy, Virgin's Brand Manager for Customer Service, discusses the secret sauce for the global brand that is Virgin. 200 companies across 29 countries.
How BT uses social media with internal communicationMark Morrell
Understand BT and its culture better
Know how BT’s intranet enables the use of social media
Understand how BT communicates
Know what social media tools are used in BT
Know how they are used
Understand what has been the impact
Virgin Media social media case study. Social media agency FreshNetworks show how they created an online community for gaining customer feedback and insight.
Challenger Brands - strategies to make market leaders sweat John Blaskett
I put this presentation together whilst reading Adam Morgan's book 'Eating the Big Fish' for an AdSchool assessment. In it I give an overview of the 'Eight Credos' of Challenger Brands and provide some examples from both Australia and overseas. Eating the Big Fish is a great book and a must-have resource for any marketer or brand planner.
What challenger brands are, how they work and how to become one. Illustrated ...Drthomasbrand Limited
An overview of what challenger brands are and what makes them work. Illustrated through extensive examples. How do you become one, what are the steps and strategies that works.
Differentiating In An Undifferentiated IndustryRod Brooks
When your business or product lines are being outspent, misunderstood, and commoditized what can you do? What do you do to be the challenger brand that takes on the Goliaths? This presentation about a challenger insurance brand may give you a few ideas that you can apply. (Disclosure: I am the CMO at PEMCO Insurance)
Presentation with audio commentary on trends that are affecting brands and brand strategy. Marketing and brand thinking from Justin Basini (www.basini.com) and Tom Farrand (www.pipelineideas.com). First presented at the Financial Services Forum, October 2009.
To achieve the organizational goals and to earn high returns, business enterprises never ignore the powers and advantages that are offered by the branding and advertisement of their products. The PPT here gives a very concise facts under the heading "The Power of Branding".
Please download to view with exact designs and theme
Insurance companies are great at acquisition but bad at retention. Jack Morton offers our unique POV and 5 ways insurance brands can keep more customers.
The Seahawks went to Super Bowl XLVIII and the team at PEMCO Insurance went to work. We created a highly engaging and visible social experience in just 12 days from start to finish and joined the conversation of the Supercharged 12th Man. Supercharged Seahawk Fans... You're One Of Us!
Good morning snohomish county 2014 preso pdfRod Brooks
It all starts with a story! Today's most trusted marketing isn't delivered as you might expect. Today's best marketing are the stories that are shared between friends and neighbors. What are your stories? Who tells them on your behalf? Let's examine "why" stories really matter.
It All Starts With A Story (Focus On Farming)Rod Brooks
This keynote address that was given during the Snohomish County Focus On Farming event in November, 2013 stresses the value of differentiation and storytelling.
PEMCO Insurance (where I am the CMO) ran a contest to generate consumer auditions to be the next NW Profile. Many of the submissions were outstanding. This is a deck that I used when share the case study at the Word of Mouth Marketing Association's annual summit meeting in Las Vegas. (11/2012)
This presentation was prepared for a PR Newswire hosted event in Seattle on October 10, 2012. PEMCO CMO, Rod Brooks, discusses the importance of monitoring customer conversations when developing meaningful brand content.
This deck supports the story of PEMCO's early development and successful implementation of social engagemeng strategy and the use of social media tool. Presented by Rod Brooks, PEMCO CMO
How did this conservative brand reverse declining trends in sales and marketing and experience double digit growth within six months? They dared to be different and found new and meaningful ways to engage with customers. PEMCO's "We're A Lot Like You. A Little Different" campaign has been one of the companies most successful campaigns moving them into first place for brands most likely to be shopped in their category. In this session you'll hear how PEMCO developed a detailed branding strategy rooted in a series of decisions all brands can (and the smart ones do) make, which have helped pave the way for their brands success.
What the difference between routine and remarkable? How would you turn touch points into talking points? Are you aware of the four key decisions that every marketer can make... or not? This presentation introduces answers to those questions and the five principles of great Word of Mouth Marketing. Enjoy.
Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)Rod Brooks
The voice of the customer plays an increasingly important role in the development and use of timely and relevant content – “Content Excellence."
Developing the right content strategy to drive the desired outcome requires, once again, that we exercise new muscles and build new behaviors.
Recognizing the importance of the "personal brand" image we project is a critical first step in developing and growing our careers. But conventional thinking on the topic is beginning to shift and the importance of our "personality brand" has become an increasingly important dimension. That, and the rapidly escalating use of social media tools makes the art of presenting ourselves a whole new ballgame!
Reasons why smart marketers and business leaders need to pay close attention to the voice of the customer as a significant part of their business strategy.
Word of mouth marketing has been part of cultures for centuries. People share with other people and we tend to believe what our friends, family, neighbors, and now, even strangers on line have to say. The importance of referrals and recommendations is growing year over year. Isn't it time you took word of mouth and the power of the consumer seriously?
Social - A PEMCO story in under 20 minutesRod Brooks
A twenty minute hole appeared in the 2011 Social 301 Conference agenda and I got the call. This short story includes a video case and an example of how PEMCO has entered into social engagement with an integrated, online and offline approach.
"Taking It Offline" (With Speaker's Notes)Rod Brooks
PDF With Speaker Notes
This PEMCO case study showing how a hyper-local Northwest insurance company took word of mouth marketing offline was chosen to be a featured presentation at the 2011 WOMMA School of WOM.
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Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
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An introduction to the cryptocurrency investment platform Binance Savings.Any kyc Account
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Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
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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.
In the Adani-Hindenburg case, what is SEBI investigating.pptxAdani case
Adani SEBI investigation revealed that the latter had sought information from five foreign jurisdictions concerning the holdings of the firm’s foreign portfolio investors (FPIs) in relation to the alleged violations of the MPS Regulations. Nevertheless, the economic interest of the twelve FPIs based in tax haven jurisdictions still needs to be determined. The Adani Group firms classed these FPIs as public shareholders. According to Hindenburg, FPIs were used to get around regulatory standards.
2. Who is PEMCO?
• Personal-lines mutual insurance
company founded in 1949
• Serves niche market of
preferred-risk policyholders
• Provides coverage to ~200k
Washington households
• Historically conservative and
legacy oriented
• Leads with relationship.
5. Our Vision
PEMCO is the Northwest insurance company
that “gets it.” An organization that’s great to do business with,
one that shares the values of those who live here, one that’s
genuinely likeable. It’s the first choice of responsible people.
6. The BHAG: Our Big Hairy Audacious Goal
“Never have to advertise
for a lead again”
PEMCO customers
can’t stand the thought
of friends and family
doing business with
anyone else.
11. Four billion dollars is like brand magic!
• Car insurance is anything but
conservative when it comes to
marketing these days!
• Doling out dollars once reserved for
categories like beer and travel.
• 2009 Spending - $4.15 B – more
than twice industry spending in 2000.
• Industry growth – all lines – up 2.7%
in same time period.
12. Four billion dollars is like brand magic!
“Everything is working.
The one thing I don’t want to have
stand in your way is money.
That’s what I’ve got.”
“We wanted to kick Flo’s ass!” Warren Buffet
Nobody wants to sit around and talk about - GEICO
car insurance… We needed to entertain…
Get people’s attention.” Nina Abnee – Leo Burnett
Agency for Allstate
“...we’re not slowing down
Pam El, Marketing V.P.
until we get the job done. And our job
State Farm Insurance
is to capture the hearts and minds
[of potential customers].”
17. Four billion dollars is like brand magic!
Top 5 Carriers
Spent $2.39
Billion Dollars
In 2009
18. Four billion dollars is like brand magic!
Top 5 Carriers
Spent $2.39
Billion Dollars
In 2009
19. Four billion dollars is like brand magic!
Top 5 Carriers
Spent $2.39
Billion Dollars
In 2009
20. Four billion dollars is like brand magic!
Top 5 Carriers
Spent $2.39
Billion Dollars
In 2009
21. Four billion dollars is like brand magic!
Top 5 Carriers
Spent $2.39
Billion Dollars
In 2009
22.
23. Challengers
A Challenger is, above all,
a state of mind rather than
a state of market.
Challenger Brands are the
brands that inspire us.
Brands that we respect
and remember; that we
are attracted to.
After all…
No one roots for Goliath.
24. Battle Field
• Challenge Status Quo
• Highly Nimble
• Innovative & Creative
• Defined Strategies
• Leverages Partnerships
• Capitalizes on WOM of
loyal customers, and
• Lacks Economic Scale
25. Brand challenges and differing views
Carrier Agency Agent
1
Has invested Has invested Has spent
heavily in the heavily in the lifetime
INVESTMENT carrier brand agency brand developing
position and position and personal brand.
promise. promise. Expects similar
Expects similar Expects similar from the carrier
from agency from carrier and agency.
partners. partners.
26. Brand challenges and differing views
Carrier Agency Agent
2
Views insured as Views insured as Views insured as
“their customer” “their customer” “their customer”
CUSTOMER first. first. first.
3
Views agency Views carrier as Views carrier as
and agent as product manufacturer
ROLE distribution manufacturer and agency as
pipeline. and agent as employer.
employee.
27. Brand challenges and differing views
Carrier Agency Agent
4
Expects Expects Believes that
consistency of consistency of the real brand
CONSISTENT brand image brand image relationship that
throughout the regardless of matters is the
life cycle of the which carrier the one they hold
relationship. business is with the
written to. customer.
28. Brand challenges and differing views
Carrier Agency Agent
5
Expects that all Expects that all Expects that all
agency touch carrier touch brand promises
PROMISE points deliver points deliver made by carrier
product and product and and agency set
service service them up for
experience experience success at the
consistent with consistent with point of sale.
carrier brand agency brand
promise. promise.
29. Brand challenges and differing views
Carrier Agency Agent
Expects carrier
6
Expects agency Expects carrier
to deliver an to deliver an and agency to
“unfair share” of “unfair share” of supply leads,
UNFAIR easy to use
SHARE business in support in
systems, and
exchange for exchange for “unfair
marketing new business, compensation”
support and service and for selling on
distribution retention that behalf of the
rights to product. agency provides. both.
30. Brand challenges and differing views
Carrier Agency Agent
7
Firmly believes Firmly believes Firmly believes
that carrier that local agency that they could
TRUMP brand trumps the brand trumps the do what they do
local agency carrier brand. for any agency
brand. and carrier, and
that their brand
is the one that is
the ace of trump.
31. Early lessons still apply
A feature without a
benefit is like a car
without gas...
It’s not going to go
very far!
Feature: Benefit:
• What a product or service includes! • How a product or service helps!
• A feature “tells” • A benefit “sells”
32. Early lessons still apply – and more
If you don’t know your
why, your what and
your how don’t matter.
Purpose:
• The emotional reward your customer expects to receive from their
engagement with the brand.
• How a product or service feels!
33. Early lessons still apply – and more
People don’t buy what
you do, they buy why
you do it.
Value Proposition:
• Tells your customer why you do what you do that leads to a powerful
value proposition and brand positioning statement.
34. Customer trained to rank order choices
• Best price?
• Best promise?
• Best value?
35. In Commodity Business – Partners Matter
• Best Relationship!
• Best Service!
When brands are viewed as
commodities, the distribution
partner may take the higher
rung on the ladder.
36. Brand ladder and consumer relevance
The third place... Think differently…
Between work and home. Challenge the status quo.
37. Brand ladder and consumer relevance
The third place... Think differently…
Between work and home. Challenge the status quo.
Superior beans Innovation /cool design
Genuine service Over 300,000 apps
Inviting atmosphere Outstanding experience
38. Brand ladder and consumer relevance
The third place... Think differently…
Between work and home. Challenge the status quo.
More than great coffee Convenient – Easy to use
Coffeehouse experience Enables a simplified life
A relaxing place for me Helps me stay connected
Superior beans Innovation /cool design
Genuine service Over 300,000 apps
Inviting atmosphere Outstanding experience
39. Brand ladder and consumer relevance
The third place... Think differently…
Between work and home. Challenge the status quo.
Feeling of connection Belong to an elite group
Place for conversation It’s cool, so I’m cool
A sense of community Empowering technology
More than great coffee Convenient – Easy to use
Coffeehouse experience Enables a simplified life
A relaxing place for me Helps me stay connected
Superior beans Innovation /cool design
Genuine service Over 300,000 apps
Inviting atmosphere Outstanding experience
40. The Golden Circle – Are yours aligned?
Bad Marketing:
• Attempts to sell – What we do
Good Marketing:
• Attempts to tell – Why we do it
- Simon Sinek
Why? How? What?
Purpose – Cause – Belief Guiding Principles Tangible Proof - Results
The Why is your driving The Hows are the specific The Whats are the tangible
motivation for action. actions that are taken to ways in which you bring your
realize your Why. Why to life.
48. Measure and monitor the journey
Identify, Engage, Enable, Encourage Fierce Advocates
Unaided
Awareness
23%
NW Local Most
Insurer Preferred
35% 45%
Approx.
200,000
Over
94%
Households Retention
Approx.
45% C.L.S.
(Loyalty)
?
49. Awareness To Advocacy
• In reality, the model is less
linear and more circular.
• Advocacy can be touched
and impacted – pro or con –
at each stage.
• The ideal result is to fuel
“The Advocacy Engine”
with timely and relevant
conversations consistently
and regularly.
50. Awareness To Advocacy
Closing the loop on
end-to-end engagement:
Listen: What is being said about
your brand and brands of your agents
Participate: Join the conversation
with great content, relevant resources
for customers AND agencies.
Encourage: Foster connections
between customers, agencies, carrier.
Enable: Provide customers and
agents a place to tell their stories.
51. Developing brand continuity that pays
1. Compare and contrast
2. Plan and develop
3. Implement and monitor
4. Follow up and validate
5. Keep eye on the prize
6. Don’t repeat mistakes
7. Establish results-based investing
52. Listen to your agents with open minds.
1. Compare and contrast
• Assess and Identify common traits and
values of both brands
• Review and establish brand guidelines for
both parties
• Determine where brands are NOT aligned
and avoid those intersections.
53. Establish a plan for success.
2. Plan and develop
• Establish common goals and desired
outcomes for the collaborative effort
• Agree on support and investments
• Establish and follow a review process
• Assess deliverables and results
• Set tracking methods and metrics.
54. Work your plan – Be opportunistic
3. Implement and monitor
• Agency leads the way
• Communicate and implement launch
plans with all stakeholders
• Monitor and review opportunities for
improvement and next steps.
55. Inspect what you expect.
3. Implement and monitor
• Agency leads the way
• Communicate and implement launch
plans with all stakeholders
• Monitor and review opportunities for
improvement and next steps.
4. Follow up and validate
• Assess deliverables and impact
• Stay current on financial obligations
• Review metrics and determine success.
56. Focus, listen, add value. Be different!
5. Keep your eye on the prize
• Remember who is closest to customer
• Listen. Ask questions. Listen some more.
• Act local, spend local, be local
• Add value to the brand ladder
• Be creative, flexible, and nimble
• Support out-of-the-box ideas.
57. Learn from effort – Don’t repeat mistakes.
5. Keep your eye on the prize
• Remember who is closest to customer
• Listen. Ask questions. Listen some more.
• Act local, spend local, be local
• Add value to the brand ladder
• Be creative, flexible, and nimble
• Support out-of-the-box ideas.
6. Don’t repeat what doesn’t work
• Carrier branded templates for direct mail,
newspaper, broadcast, out of home
• Heavy-handed co-op rules.
58. Reward performance with investments.
Available to all eligible agencies
• Puts agency in control and holds accountable
Designed to help sell more products
• 50/50 matching funds from first dollar
• Focused on local use – Co-branded
Action and result-based techniques
• Funds determined by prior-year production
• Failure to grow reduces next year’s funding
Keeping it simple
• Agency selects options, sets their plan, runs their
program, reports their results.
61. A Shameless Plug
“The leading organization for advancing the
art and science of “talkable brands” and advocacy”.
Case Studies from market leaders
Ethical Leadership - Best Practices
Online and Offline - Measurable ROI
Enthusiasts – Brands – Service Providers
www.womma.org