Starting up a business has many challenges and demands. This paper from Swystun Communications provides ways and examples for how branding can better ensure success if the focus is there from the start.
Pacha kucha-for-creativity-and-effectful-marketingZgardan Cristian
The document discusses effective marketing strategies for small companies to stand out from larger competitors. It emphasizes using authenticity, storytelling and passion to connect with customers on a personal level. Social media allows companies to share their authentic story in a way that large brands cannot. The document also discusses using videos, mobile optimization, visual content, contests and ads on Facebook to creatively promote companies and engage customers.
The document summarizes insights from speakers at the Incite Summit held in September 2013 in New York. Over two days, brand leaders from more than 30 large companies shared marketing and communications insights without using PowerPoint. This book collects the key lessons from the summit, including focusing on customer experience over products, using authentic customer stories, and understanding how marketing is transforming with new channels and data.
This document summarizes key findings from a study on the state of social media:
- 60 million Americans now frequently use social media multiple times per day. Usage has surged significantly in recent years.
- Facebook has nearly 50% of the social media market share in the US. YouTube and Twitter are also very popular.
- People now spend about 25% of their total online time on social networks like Facebook and Twitter.
- Older age groups, those over 45, now represent almost half of Facebook users and are adopting social media rapidly. Their purchasing habits are increasingly influenced by social platforms.
The document discusses employer brand thinking from an agency perspective. It emphasizes that the labor market is highly competitive and HR communication must be a strategic partner, not just tactical. Employer brand thinking involves managing a total employer identity through consistent employer stories and an integrated employer marketing mix across internal and external channels. An employer brand is alive and must be constantly measured and steered to have lasting impact on both current and prospective employees. It requires organization-wide coordination to be effective.
1) The document discusses empowering employees to represent brands on social media. It argues that companies should empower customer-facing employees to communicate with audiences in a humanizing way.
2) It recommends establishing social media policies with employee input to provide structure while allowing freedom. Training employees on core values and appropriate social sharing can make them powerful brand advocates.
3) Building healthy employer-employee relationships through mutual understanding and respect can help attract and retain talent in a competitive environment. Treating employees as investments rather than costs can create a nurturing culture with advocacy.
The 30 Greatest Lead Generation Tips, Tricks & IdeasTPG
Generating leads - both high in quantity and quality - is a marketers most important objective. A successful lead generation engine is what keeps the funnel full of sales prospects while you sleep. Surprisingly, only 1 in 10 marketers feel their lead generation campaigns are effective. What gives?
Marketing to the Chinese Audience [Richway Tech]Ryan
The Chinese market remains an enigma, despite it’s being open to the world for several years already. The challenge of marketing to the Chinese audience is one that toppled giant firms like Home Depot, eBay and even Google. Even though those firms failed, the problems they faced are not insurmountable. This is especially true as China enters the digital age.
This report draws upon Richway Tech’s extensive knowledge of the Chinese market and includes findings from authorities such as ClickZ, Nielson, and KPMG. The goal of this whitepaper is to educate and inspire businesses on what’s possible when marketing to China, specifically on the topic of Search Engine Marketing through Chinese search engine Baidu.
Key topics discussed:
● Why companies struggle in the Chinese market
● Why SEM is the best way to market products in China
● An exploration of the Chinese demand for foreign products
● In-depth analysis of what Baidu search can and cannot do
Pacha kucha-for-creativity-and-effectful-marketingZgardan Cristian
The document discusses effective marketing strategies for small companies to stand out from larger competitors. It emphasizes using authenticity, storytelling and passion to connect with customers on a personal level. Social media allows companies to share their authentic story in a way that large brands cannot. The document also discusses using videos, mobile optimization, visual content, contests and ads on Facebook to creatively promote companies and engage customers.
The document summarizes insights from speakers at the Incite Summit held in September 2013 in New York. Over two days, brand leaders from more than 30 large companies shared marketing and communications insights without using PowerPoint. This book collects the key lessons from the summit, including focusing on customer experience over products, using authentic customer stories, and understanding how marketing is transforming with new channels and data.
This document summarizes key findings from a study on the state of social media:
- 60 million Americans now frequently use social media multiple times per day. Usage has surged significantly in recent years.
- Facebook has nearly 50% of the social media market share in the US. YouTube and Twitter are also very popular.
- People now spend about 25% of their total online time on social networks like Facebook and Twitter.
- Older age groups, those over 45, now represent almost half of Facebook users and are adopting social media rapidly. Their purchasing habits are increasingly influenced by social platforms.
The document discusses employer brand thinking from an agency perspective. It emphasizes that the labor market is highly competitive and HR communication must be a strategic partner, not just tactical. Employer brand thinking involves managing a total employer identity through consistent employer stories and an integrated employer marketing mix across internal and external channels. An employer brand is alive and must be constantly measured and steered to have lasting impact on both current and prospective employees. It requires organization-wide coordination to be effective.
1) The document discusses empowering employees to represent brands on social media. It argues that companies should empower customer-facing employees to communicate with audiences in a humanizing way.
2) It recommends establishing social media policies with employee input to provide structure while allowing freedom. Training employees on core values and appropriate social sharing can make them powerful brand advocates.
3) Building healthy employer-employee relationships through mutual understanding and respect can help attract and retain talent in a competitive environment. Treating employees as investments rather than costs can create a nurturing culture with advocacy.
The 30 Greatest Lead Generation Tips, Tricks & IdeasTPG
Generating leads - both high in quantity and quality - is a marketers most important objective. A successful lead generation engine is what keeps the funnel full of sales prospects while you sleep. Surprisingly, only 1 in 10 marketers feel their lead generation campaigns are effective. What gives?
Marketing to the Chinese Audience [Richway Tech]Ryan
The Chinese market remains an enigma, despite it’s being open to the world for several years already. The challenge of marketing to the Chinese audience is one that toppled giant firms like Home Depot, eBay and even Google. Even though those firms failed, the problems they faced are not insurmountable. This is especially true as China enters the digital age.
This report draws upon Richway Tech’s extensive knowledge of the Chinese market and includes findings from authorities such as ClickZ, Nielson, and KPMG. The goal of this whitepaper is to educate and inspire businesses on what’s possible when marketing to China, specifically on the topic of Search Engine Marketing through Chinese search engine Baidu.
Key topics discussed:
● Why companies struggle in the Chinese market
● Why SEM is the best way to market products in China
● An exploration of the Chinese demand for foreign products
● In-depth analysis of what Baidu search can and cannot do
This document provides 10 ways for brands to innovate or risk failure. It discusses how brands must evolve to stay relevant as customer needs change. It provides examples of brands like Blockbuster that failed to innovate and were disrupted. The document emphasizes the need for brands to focus on execution, develop new revenue streams, and behave like startups to survive the modern economy.
The ogilvy & mather guide to effectivenessMichelle Ming
This document provides a summary of ten new ways to produce content that effectively sells products and services. It begins by stating that highly creative campaigns are shown to be 11 times more effective at increasing sales than less creative campaigns. It then outlines additional factors that lead to more effective campaigns, including setting hard objectives focused on sales or profits; aiming to increase a brand's fame; developing a big idea that engages consumers; prioritizing growing a brand's penetration; leveraging television advertising; appealing to consumers' emotions; integrating multiple communication channels; and creating interesting content that generates additional exposure through social media and PR. The document emphasizes that the most important factors are producing highly creative content and setting clear, measurable business objectives.
Girls Do Digital is a free learning hub where women (or anyone, really) can learn hands-on, practical digital skills to start their own home-based freelance business.
This document provides biographies of Ty Tribble and Bo Short, who are recognized experts in network marketing. Ty Tribble is an internet entrepreneur and former president of a network marketing company. He authors influential blogs on network marketing and social media. Bo Short is an author, speaker and leadership expert who has spoken to over 1 million people worldwide. The document also contains testimonials praising Ty and Bo from other network marketing leaders and executives.
The document provides advice for building a marketing plan and discusses key considerations such as understanding the difference between sales and marketing, knowing what you are really selling, understanding your brand, having a clear story, focusing on customers, determining if social media is appropriate, maintaining consistency, being ready to evolve strategies, spreading your own message through community involvement, and how to hire an agency. The overall message is the importance of thorough discovery and understanding your business, customers, and brand before developing a marketing plan and strategy.
Moving from NOW to NEXT in the Marketing of Insights FortuneCMO, LLC
Insights Marketing Day | #IMD15 | 9-21-15 | by Steven Cook
Every business vertical today is experiencing rapid disruption of business models, value propositions, products and services & customer expectations. The Market Research industry is similarly facing big changes. It is more important than ever for insights businesses to understand & use state-of-the-art marketing & brand building approaches to better engage with customers, prospects & strategic partners.
Adding Value To Your Strategic PartnershipsThom. Poole
The document discusses how building trust with customers and partners through ethical behavior can provide a competitive advantage for companies. It emphasizes maintaining privacy, being transparent, encouraging opt-ins for marketing through creative ideas, and treating customers well. Building trust is key as customers are more loyal to brands they trust.
The document summarizes key insights from the FutureM 2015 conference. It discusses three main topics:
1) The rise of the "marketing technologist" who understands creative, data, and technology.
2) Companies need to take a mobile-first approach to digital products to engage consumers.
3) Companies that put design first in their culture and products, like Apple and Tesla, will be successful.
Beyond buzz the next generation of word-of-mouth marketingMegaTrends
1. The document advocates for a shift toward conversational marketing, where marketing is about engaging in interesting discussions with customers through various channels, rather than just promoting products.
2. It provides examples of how finding ideas and points of view that customers find interesting can help spark meaningful conversations about a company and build understanding and trust.
3. The anecdote about a marketing executive's presentation during a blackout illustrates how stories about a company's leadership or customers can be more engaging for an audience than just product information.
OgilvyOne Worldwide and OgilvyAction set out to discover how the growing penetration of smartphones influences the way people build brand preference and select, purchase and experience products in three representative international markets: the United States, the United Kingdom and Singapore. Marketers and retailers alike need to know where to focus their energies and how they can make the biggest impact on their bottom lines. The report reveals some surprising insights - conclusions that go against conventional wisdom - and some thought starters to identify the opportunities ahead.
Huge marketing ideas on a small budget - 40 marketing tips for small businessCost Saving Marketing
www.costsavingmarketing.co.uk
Huge marketing ideas on a small budget – 40 marketing ideas you can implement today. The best marketing tips for small businesses on a budget.
What do you need to know about small business marketing (post pandemic)AtheethBelagode
In this article, you are going to learn everything you always wondered about small business marketing like how to do marketing on a small budget, which digital channels are worth important, how to grow fast, and whether to outsource your marketing work to a digital marketing agency or keep everything in-house.
Your brand is not tangible elements like your logo or tagline. It is the perception of you held in the minds of your audience based on who you are, what you stand for, why you exist, and how you are different. Brand development defines this image while branding implementation communicates it. It is important to develop an authentic brand through understanding your origins and customers, then strategically mapping your brand foundation to goals. This ensures your brand remains true while preference, awareness, and loyalty are built over time.
How to prepare your business to succeed in a Millennial driven market. 21 goals to empower you and your business to be an industry leader in a millennial driven environment. Better yet, a multi-generational selling machine.
The Power OF Story - 4 Archetypes For Content Creation StrategiesThe Content Advisory
My presentation for Content Marketing World - it's my introductory session to talk about creating processes for the Content Marketing Creation process.
Publishers and the Internet: Beyond Display AdvertisingRick Webb
Publishers have struggled to adapt their businesses to the online environment over the past decade and generate revenue through online advertising. Display advertising through banners was initially seen as a solution but became ineffective as clicks proved to be an insufficient metric and advertisers demanded more engaging custom content. New companies now aim to fill the need for creating unique interactive experiences between publishers and advertisers that go beyond basic display ads in order to generate more successful marketing outcomes.
Este documento describe la estrategia del Océano Azul, un nuevo paradigma de innovación. Explica que esta estrategia implica crear un nuevo espacio de mercado no competitivo y capturar una importante cuota de mercado a través de la innovación de valor. También analiza cómo empresas como Cirque du Soleil y Trader Joe's han aplicado con éxito esta estrategia.
Scaling Up Innovation, L.America Edition, Harvard Business Review, In SpanishThomas Nastas
Este artículo describe cómo los países emergentes pueden escalar un ecosistema de innovación de manera efectiva mediante tres oraciones:
1) Señala que replicar estrategias que funcionaron en otros países como Israel y Corea del Sur no son necesariamente las opciones con mayor probabilidad de éxito, y propone en cambio explotar oportunidades locales.
2) Explica que apoyando a las pequeñas y medianas empresas para que resuelvan necesidades técnicas del mercado interno a través de alianzas público-privadas, los
Este documento presenta un resumen de cómo la Web 2.0 ha permitido la virtualización del trabajo y el surgimiento de nuevos negocios online. Explica que la Web 2.0 permite la interacción entre usuarios y el contenido generado por los usuarios, lo que ayuda a las empresas a conocer mejor las necesidades de los clientes. También define lo virtual como algo que existe pero no está presente físicamente, permitiendo redefinir el espacio y el tiempo. Finalmente, señala que la Web 2.0 es una forma para que las empresas conozcan mejor las necesidades e
LA INNOVACION Y EL CAMBIO GLOBAL REQUIEREN HERRAMIENTAS DE ESCUCHA ACTIVA Ana...ana maria llopis
LA INNOVACIÓN Y EL CAMBOO GLOBAL REQUIEREN HERRAMIENTAS DE ESCUCHA ACTIVA
Maria Zambrano
Escucha activa
Transformación Digital un tornado
Empresas y gestores DIGIRATI
insights
experimentación continua
beta permanente
Ubicuidad MODI India campaña con Hologramas
Big Data
The internet of things
m2m machine
El rol de Marketing
Infografías Digital Marketing
Colaboración
Implicación de la alta dirección
Generación millenium habla Harvard
Economia de la confianza y no de la propiedad
Indice de innovación , España
fracasos de startups y de lanzamientos
El equilibrio de poder se muda de continentes
El equilibrio de poder incluye a las mujeres
La importancia de la educación en la innovación
Las matemáticas y los idiomas
Erasmus y empleo
Carreras Universitarias y empleo
Kem Robinson
Propuestas de innovación Club de a Competitividad España
nuevas tendencias del consumidor
Consumidor alimentación
La era de la Creatividad un nuevo paradigma
Las nuevas ideas cambian el mundo
Nada es imposible
todos tenemos ideas
Einstein Pauling
proyectos colaborativos ideas4all
Qué es ideas4all
Modelo ideas4all
Niveles altos de engagement
Reinventarse
Nelson Mandela
This document provides 10 ways for brands to innovate or risk failure. It discusses how brands must evolve to stay relevant as customer needs change. It provides examples of brands like Blockbuster that failed to innovate and were disrupted. The document emphasizes the need for brands to focus on execution, develop new revenue streams, and behave like startups to survive the modern economy.
The ogilvy & mather guide to effectivenessMichelle Ming
This document provides a summary of ten new ways to produce content that effectively sells products and services. It begins by stating that highly creative campaigns are shown to be 11 times more effective at increasing sales than less creative campaigns. It then outlines additional factors that lead to more effective campaigns, including setting hard objectives focused on sales or profits; aiming to increase a brand's fame; developing a big idea that engages consumers; prioritizing growing a brand's penetration; leveraging television advertising; appealing to consumers' emotions; integrating multiple communication channels; and creating interesting content that generates additional exposure through social media and PR. The document emphasizes that the most important factors are producing highly creative content and setting clear, measurable business objectives.
Girls Do Digital is a free learning hub where women (or anyone, really) can learn hands-on, practical digital skills to start their own home-based freelance business.
This document provides biographies of Ty Tribble and Bo Short, who are recognized experts in network marketing. Ty Tribble is an internet entrepreneur and former president of a network marketing company. He authors influential blogs on network marketing and social media. Bo Short is an author, speaker and leadership expert who has spoken to over 1 million people worldwide. The document also contains testimonials praising Ty and Bo from other network marketing leaders and executives.
The document provides advice for building a marketing plan and discusses key considerations such as understanding the difference between sales and marketing, knowing what you are really selling, understanding your brand, having a clear story, focusing on customers, determining if social media is appropriate, maintaining consistency, being ready to evolve strategies, spreading your own message through community involvement, and how to hire an agency. The overall message is the importance of thorough discovery and understanding your business, customers, and brand before developing a marketing plan and strategy.
Moving from NOW to NEXT in the Marketing of Insights FortuneCMO, LLC
Insights Marketing Day | #IMD15 | 9-21-15 | by Steven Cook
Every business vertical today is experiencing rapid disruption of business models, value propositions, products and services & customer expectations. The Market Research industry is similarly facing big changes. It is more important than ever for insights businesses to understand & use state-of-the-art marketing & brand building approaches to better engage with customers, prospects & strategic partners.
Adding Value To Your Strategic PartnershipsThom. Poole
The document discusses how building trust with customers and partners through ethical behavior can provide a competitive advantage for companies. It emphasizes maintaining privacy, being transparent, encouraging opt-ins for marketing through creative ideas, and treating customers well. Building trust is key as customers are more loyal to brands they trust.
The document summarizes key insights from the FutureM 2015 conference. It discusses three main topics:
1) The rise of the "marketing technologist" who understands creative, data, and technology.
2) Companies need to take a mobile-first approach to digital products to engage consumers.
3) Companies that put design first in their culture and products, like Apple and Tesla, will be successful.
Beyond buzz the next generation of word-of-mouth marketingMegaTrends
1. The document advocates for a shift toward conversational marketing, where marketing is about engaging in interesting discussions with customers through various channels, rather than just promoting products.
2. It provides examples of how finding ideas and points of view that customers find interesting can help spark meaningful conversations about a company and build understanding and trust.
3. The anecdote about a marketing executive's presentation during a blackout illustrates how stories about a company's leadership or customers can be more engaging for an audience than just product information.
OgilvyOne Worldwide and OgilvyAction set out to discover how the growing penetration of smartphones influences the way people build brand preference and select, purchase and experience products in three representative international markets: the United States, the United Kingdom and Singapore. Marketers and retailers alike need to know where to focus their energies and how they can make the biggest impact on their bottom lines. The report reveals some surprising insights - conclusions that go against conventional wisdom - and some thought starters to identify the opportunities ahead.
Huge marketing ideas on a small budget - 40 marketing tips for small businessCost Saving Marketing
www.costsavingmarketing.co.uk
Huge marketing ideas on a small budget – 40 marketing ideas you can implement today. The best marketing tips for small businesses on a budget.
What do you need to know about small business marketing (post pandemic)AtheethBelagode
In this article, you are going to learn everything you always wondered about small business marketing like how to do marketing on a small budget, which digital channels are worth important, how to grow fast, and whether to outsource your marketing work to a digital marketing agency or keep everything in-house.
Your brand is not tangible elements like your logo or tagline. It is the perception of you held in the minds of your audience based on who you are, what you stand for, why you exist, and how you are different. Brand development defines this image while branding implementation communicates it. It is important to develop an authentic brand through understanding your origins and customers, then strategically mapping your brand foundation to goals. This ensures your brand remains true while preference, awareness, and loyalty are built over time.
How to prepare your business to succeed in a Millennial driven market. 21 goals to empower you and your business to be an industry leader in a millennial driven environment. Better yet, a multi-generational selling machine.
The Power OF Story - 4 Archetypes For Content Creation StrategiesThe Content Advisory
My presentation for Content Marketing World - it's my introductory session to talk about creating processes for the Content Marketing Creation process.
Publishers and the Internet: Beyond Display AdvertisingRick Webb
Publishers have struggled to adapt their businesses to the online environment over the past decade and generate revenue through online advertising. Display advertising through banners was initially seen as a solution but became ineffective as clicks proved to be an insufficient metric and advertisers demanded more engaging custom content. New companies now aim to fill the need for creating unique interactive experiences between publishers and advertisers that go beyond basic display ads in order to generate more successful marketing outcomes.
Este documento describe la estrategia del Océano Azul, un nuevo paradigma de innovación. Explica que esta estrategia implica crear un nuevo espacio de mercado no competitivo y capturar una importante cuota de mercado a través de la innovación de valor. También analiza cómo empresas como Cirque du Soleil y Trader Joe's han aplicado con éxito esta estrategia.
Scaling Up Innovation, L.America Edition, Harvard Business Review, In SpanishThomas Nastas
Este artículo describe cómo los países emergentes pueden escalar un ecosistema de innovación de manera efectiva mediante tres oraciones:
1) Señala que replicar estrategias que funcionaron en otros países como Israel y Corea del Sur no son necesariamente las opciones con mayor probabilidad de éxito, y propone en cambio explotar oportunidades locales.
2) Explica que apoyando a las pequeñas y medianas empresas para que resuelvan necesidades técnicas del mercado interno a través de alianzas público-privadas, los
Este documento presenta un resumen de cómo la Web 2.0 ha permitido la virtualización del trabajo y el surgimiento de nuevos negocios online. Explica que la Web 2.0 permite la interacción entre usuarios y el contenido generado por los usuarios, lo que ayuda a las empresas a conocer mejor las necesidades de los clientes. También define lo virtual como algo que existe pero no está presente físicamente, permitiendo redefinir el espacio y el tiempo. Finalmente, señala que la Web 2.0 es una forma para que las empresas conozcan mejor las necesidades e
LA INNOVACION Y EL CAMBIO GLOBAL REQUIEREN HERRAMIENTAS DE ESCUCHA ACTIVA Ana...ana maria llopis
LA INNOVACIÓN Y EL CAMBOO GLOBAL REQUIEREN HERRAMIENTAS DE ESCUCHA ACTIVA
Maria Zambrano
Escucha activa
Transformación Digital un tornado
Empresas y gestores DIGIRATI
insights
experimentación continua
beta permanente
Ubicuidad MODI India campaña con Hologramas
Big Data
The internet of things
m2m machine
El rol de Marketing
Infografías Digital Marketing
Colaboración
Implicación de la alta dirección
Generación millenium habla Harvard
Economia de la confianza y no de la propiedad
Indice de innovación , España
fracasos de startups y de lanzamientos
El equilibrio de poder se muda de continentes
El equilibrio de poder incluye a las mujeres
La importancia de la educación en la innovación
Las matemáticas y los idiomas
Erasmus y empleo
Carreras Universitarias y empleo
Kem Robinson
Propuestas de innovación Club de a Competitividad España
nuevas tendencias del consumidor
Consumidor alimentación
La era de la Creatividad un nuevo paradigma
Las nuevas ideas cambian el mundo
Nada es imposible
todos tenemos ideas
Einstein Pauling
proyectos colaborativos ideas4all
Qué es ideas4all
Modelo ideas4all
Niveles altos de engagement
Reinventarse
Nelson Mandela
El Mapa de la Estrategia: Una forma práctica, simple y efectiva para hacer Pl...Innovare
En Innovare hemos desarrollado una nueva herramienta para hacer Planeamiento Estratégico. Se llama el Mapa de la Estrategia.
- Simple y práctica
- Visual
- Efectiva
- Basada en los conceptos más avanzados de estrategia competitiva (Michael Porter, Roger Martin)
- Comunica su estrategia en una imagen
Sobre Innovare:
Innovare es una firma de consultoría especializada en innovación y estrategia, con oficinas en Colombia, México y Costa Rica. Ayudamos a nuestros clientes crecer a través de la innovación, con un fuerte énfasis en el crecimiento estratégico y el desarrollo de nuevos productos, servicios y modelos de negocios. Autores del libro "Adiós a los Mitos de la Innovación".
La empresa se enfoca en 3 servicios:
• Estrategia de Innovación: Cómo identificar en dónde innovar
• Proyectos de Innovación: Cómo lograr victorias rápidas que impacten el negocio
• Cultura de Innovación: Cómo hacer de la innovación parte del ADN de la empresa
Lo que hace diferente a Innovare es su enfoque estratégico hacia la innovación y su obsesión por medir los resultados, más la ejecución para hacer que sucedan.
Página Web: www.quieroinnovar.com
El Caso Pixar: Cómo Crear una Cultura de InnovaciónInnovare
Mario Morales, CEO de Innovare, Consultores en Innovación, explica cómo crear una cultura innovadora usando el caso de la empresa Pixar. Este caso es parte de la serie de casos de éxito de empresas innovadores a nivel mundial que se comparte con los miembros del Club de la Innovación de Costa Rica y Colombia.
El ADN de la innovación y el emprendimiento. Innovare, en colaboración con Humantech, descubrió cuáles son las competencias que constituyen el ADN de los innovadores y los emprendedores.
Social media strategies for small business notes pagesAntoinette Raynes
This document provides an overview of social media and how businesses can utilize various social media platforms. It begins with definitions of social media from different sources and discusses how social media allows for conversations and relationship building. Examples are given of companies using YouTube, Facebook, Twitter, and LinkedIn effectively. Setting up business pages on these sites and using applications, videos, discussions and other features are outlined. The key benefits for businesses are increasing customer reach, generating sales and profits through social connections. The conclusion emphasizes starting small with one platform and having conversations to build relationships.
Philadelphia Fashion Incubator Presentation - May 2018 Jami Slotnick
A fun and frank discussion about branding and fashion. We cover methods of communication 1980 vs. today and take a look at messaging, research/discovery and brand evolution.
Philadelphia Fashion Incubator Presentation May 2018David Hitt
This document discusses branding and marketing strategies for a plain white t-shirt. It explains how perceived value is more important than real value in determining a product's worth. Brand positioning, messaging, awareness, reputation and evolution over time are key factors that influence perceived value. While a plain white t-shirt may have little intrinsic value, branding can increase its perceived value through nostalgia, quality perception and the cachet of the designer label. The document provides numerous examples and tips for how even a simple product can be effectively marketed through strong branding.
Growing Your Manufacturing Business with Modern Marketing and SalesARTILLERY LLC
Webinar slides and script for presentation to members of the American Ceramics Society on November 20, 2019. Recorded version can be watched at http://bit.ly/2XQBvsC
For years, the Four P's of Marketing have helped guide businesses with products and services. This presentation looks at an alternative Four P's - Persuasion, Intent, Traction and Sketchability.
Micro arts launch-strategic-brand-positioningJames Woodworth
This document provides an overview of strategic brand positioning principles from MicroArts Creative Agency. It begins by stating that every successful brand launch must develop a sound brand positioning strategy through positioning exercises. It emphasizes that positioning is about finding a window into the consumer's mind at the right time and circumstances. The document then provides over 50 principles for brand positioning, such as focusing on the customer's perspective rather than the brand, launching a brand identity rather than just a product, simplifying the brand message, and understanding how consumers perceive the brand through their experiences and communications. It stresses the importance of defining the brand as an idea in the consumer's mind.
The document discusses branding and provides examples of small businesses with effective branding strategies. It begins by defining branding and its key components such as logo, colors, fonts, marketing collateral, slogans, and core values. It then profiles several small businesses that have created strong brands through strategies like using social media effectively, leveraging crowdfunding platforms, gaining celebrity endorsements organically, and addressing important social issues.
Big brand thinking for small charities - Small charities communications confe...CharityComms
Alexander Scott, brand and content consultant
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
This document outlines nine principles of branding according to the author. It begins with an introduction to branding and discusses how branding creates a perception of a product/service in the consumer's mind.
The document then details each of the nine branding principles:
1) Keep messages simple with one main idea
2) Build brands through mass-produced word-of-mouth (PR) rather than just advertising
3) Focused brands are more powerful than brands with many diffuse messages
4) Differentiation from competitors is key
5) First brands in a new category have advantages
6) Avoid sub-brands whenever possible
7) Perception of quality is more important than actual quality
8) Be consistent and
Ever wondered how to use LinkedIn to sell more real estate? See this presentation for realestate.com.au on how you can use LinkedIn to build your personal brand, identify clients, connect with them, share content and create a lead. Learn more at www.ragingdigital.com
This ebook is a collaboration between myself and Rohit Bhargava for Incite Marketing and Communications.
It features
1) 15 key findings from the Incite Summit East - which happened in NYC in September 2013 (including detail on customer-centric approaches, storytelling, internal social media guidelines, personalization of marketing, and innovation
2) The top 5 Tweets from the Summit
3) 7 pieces of advice from some of the leading speakers at the Summit, including C-suite representatives from L'Oreal USA, Chobani and MetLife
For more on the Incite Summit East, visit www.incitemc.com/east
This document outlines nine principles of branding:
1. Keep messages simple with one main idea to cut through marketing clutter.
2. Mass-produced word-of-mouth (PR) is more effective than advertising alone at building brands. Companies like Amazon succeeded through media coverage, not just ads.
3. Focused brands with a clear niche are more powerful than brands that try to be everything to everyone.
The document discusses how established brands can market themselves to younger audiences through their digital presence while overcoming perceptions of conservatism. Key recommendations include asking the target audience what they want from the brand, defining the website's objectives through a job description, and ensuring the right tone and signposting to reflect those objectives. It also cautions against distracting technology gimmicks and advises authentic engagement in social media conversations.
This document provides summaries of several entrepreneurs and businesses. It begins with an overview of Neal Bloom's business The Portfolium, an online platform for showcasing work and experiences. It then discusses several Pepperdine alumni entrepreneurs including Jennifer Estes and her #SELFiE T-shirt line, Paul McCloskey III and his products Renny! and The Fuser headphones, Noelle Nguyen's online shopping site American Love Affair, Erik Forbes Paxman's nail wrap business PAX Designs, and Darren Popek's ready-to-drink beverage company Crafted Beverage Company. The document concludes with contact information for Launch! Magazine.
PR101- effective marketing and public relations for the automation industryWalt Boyes
This document discusses the importance and role of public relations (PR) for automation companies, integrators, and manufacturers. It states that while many companies in these industries do not have formal PR programs, PR is essential as the "glue" that holds together an effective marketing mix. The document outlines the six basic functions of PR as communicating with media, promoting new products, participating in industry events, gaining editorial coverage, engaging stakeholders, and crisis management. It emphasizes that PR is about structured communication to create belief, stimulate action, and add value for a company.
(mobileYouth) The Youth Marketing HandbookGraham Brown
The document discusses how youth are motivated more by the social context and meaning of products rather than just the products themselves. It argues that companies should focus on understanding the context youth associate with brands in order to effectively market to them. The document uses examples like soda, motorcycles, and pens to illustrate how brands create social value for youth beyond just the product. It also warns against only focusing on content and product features, arguing that context is what drives emotional connections and brand loyalty for youth.
The Beginners Guide to PR in Tech and BlockchainAshtonWolfe1
Educational and very informative- this short book is a great introduction to PR in the blockchain and tech industry. Learn how to expand your reach through social media and other outlets.
A company's website is one of the most visible manifestations of the brand. The study ranks and rates the top ten consulting firm sites and provides best practices in website branding.
Small and medium sized agencies have always represented an interesting alternative to the big brands. Now they have a refreshed value proposition. This study can help any agency build their brand.
Much of the new business process in professional services involves "the pitch". This paper provides creative and practical ideas on how to win (or not lose) your pitch.
This 2014 study looks at consumer behaviour as it pertains to the purchase of wine. This commissioned study from Swystun Communications provides the main drivers and influencers of choice. Enjoy it with a glass of vino!
We all share...news, gossip, photos, milestones and brand recommendations. Marketers who understand why people share what they share have a better chance of success. Enjoy this highly entertaining and practical paper from Swystun Communications.
The document discusses the evolution of conferences and TED talks over time. It notes that conferences used to involve longer, more complex presentations but have shifted towards shorter, more story-based talks modeled after TED. While TED talks have become hugely popular by sharing ideas quickly online, some criticize that they prioritize narrative over substance. The document also examines how the emphasis on speed in business has impacted decision-making, often resulting in poorer quality decisions made under pressure without proper consideration.
Jeff Swystun presented these insights and observations at the International Design Symposium in China. Now in the form of a white paper from Swystun Communications, find out how you can design so each consumer believes what you produced had them specifically in mind.
This paper from Swystun Communications focuses on the lost art and science of creating tangible go-to-market strategies. Too often marketing plans are just calendarized events and that is not the way to engage the most desired customers.
Every time a rich idea is oversimplified we have done it a disservice. That is especially true in marketing. Soundbites and tag lines have their place but consumers are craving more information to make informed decisions. We hope you enjoy this paper from Swystun Communications.
The document discusses creating persuasive interactions between brands and consumers. It argues that both content and design are important, and that the most effective approach is to have a clear business goal and logical yet creative process. Three key questions are proposed to guide content and design: what is unique about the brand, who wants or needs it, and how do customers like to be engaged. Several examples are provided of campaigns that effectively answered these questions to build trust and connections with consumers.
Creative agencies are often called in to brand their clients but have a difficult time doing this to themselves. This paper from Swystun Communication provides highly practical and creative lessons for standing out.
They have long been dominated by their bigger, more famous cousins but small and medium-sized agencies have fresh, new value proposition that makes them more viable competitors.
This paper provides both practical and creative approaches for driving better brand performance. It focuses on the art and science of pricing and the perception it has on consumer decisions.
This document discusses why people share information and experiences. It suggests that sharing is a fundamental human behavior that predates social media. While social media has made sharing more convenient, the underlying motivation is to connect with others through conversation. The document then examines some common psychological reasons why people share, such as seeking affirmation, insecurity in a changing world, and the desire to construct an identity and gain attention. It argues sharing is an important behavior for marketers to understand to identify consumer insights.
THE STORY COMMUNICATION Credential 2024.pptxhuyenngo62
The Story Communication là công ty quảng cáo truyền thông tích hợp (IMC) được xây dựng trên thế mạnh về Digital & Performance.
#Assemble #Integrity #Transformation #Initiative
From Subreddits To Search: Maximizing Your Brand's Impact On RedditSearch Engine Journal
The search landscape is undergoing a seismic shift, and Reddit is at the epicenter. Google's Helpful Content Update and its $60 million deal with Reddit, coupled with OpenAI's partnership, have catapulted Reddit's real-time content to unprecedented heights.
Check out this insightful webinar exploring the newfound importance of Reddit in the digital marketing landscape. Learn how these changes make Reddit an essential platform for getting your brand and content in front of evolving search audiences.
You’ll hear:
- The evolution of Reddit as a major influencer on SERPS over the years.
- The impact of recent changes and partnerships on Reddit’s place in search.
- A comprehensive look at Reddit, how it works, and how to approach it.
- Unique engagement opportunities presented by Reddit.
With Brent Csutoras, a Reddit expert with over 18 years of experience on the platform, we’ll delve into the intricacies of Reddit's communities, known as Subreddits, and how to leverage their power without compromising authenticity or violating community guidelines in the age of AI-driven search experiences.
Don't miss this opportunity to stay ahead of the curve and leverage Reddit for your brand's success.
Compitive analysis on Noise pvt Ltd.pptxSauravDey45
ChatGPT
Competitive Analysis: Noise Smartwatch
Overview
Noise is an Indian electronics brand that primarily manufactures smartwatches, wireless earphones, and other electronic accessories. Noise smartwatches have gained significant popularity due to their affordable pricing, feature-rich offerings, and stylish designs. The competitive landscape for Noise smartwatches includes both local and international brands that cater to various market segments. This analysis will focus on key competitors, market positioning, product features, pricing strategies, and consumer preferences.
Key Competitors
Amazfit (Huami):
Strengths: Known for excellent battery life, robust fitness tracking, and premium build quality.
Weaknesses: Slightly higher price points compared to Noise.
Products: Amazfit Bip U, Amazfit GTS series.
Realme:
Strengths: Strong brand presence, integration with Realme smartphones, and aggressive pricing.
Weaknesses: Limited variety in smartwatch models.
Products: Realme Watch, Realme Watch S.
Boat:
Strengths: Competitive pricing, appealing designs, and extensive marketing.
Weaknesses: Relatively new to the smartwatch market, which may affect consumer trust.
Products: Boat Storm, Boat Flash.
Samsung:
Strengths: High brand credibility, advanced features, and premium design.
Weaknesses: Higher price points make it less accessible to budget-conscious consumers.
Products: Galaxy Watch Active 2, Galaxy Watch 3.
Xiaomi:
Strengths: Strong ecosystem integration, affordable pricing, and extensive features.
Weaknesses: Less focus on premium design compared to some competitors.
Products: Mi Band series, Mi Watch.
Market Positioning
Noise positions itself as an affordable yet feature-rich alternative in the smartwatch market. Its target demographic includes budget-conscious consumers and fitness enthusiasts who seek value for money without compromising on essential features like fitness tracking, notifications, and battery life. Noise leverages its strong online presence and partnerships with e-commerce platforms to reach its audience effectively.
Product Features Comparison
Noise Smartwatches:
Key Features: Heart rate monitoring, SpO2 tracking, multiple sports modes, customizable watch faces, notifications, and music control.
Battery Life: Typically lasts 7-10 days on a single charge.
Build Quality: Focus on lightweight and comfortable designs with water-resistant capabilities.
Amazfit Smartwatches:
Key Features: Advanced fitness tracking, GPS, AMOLED displays, and long battery life (up to 20 days).
Battery Life: 10-20 days depending on the model.
Build Quality: Premium materials and durable designs.
Realme Smartwatches:
Key Features: Basic fitness tracking, SpO2 monitoring, and notifications.
Battery Life: Up to 9 days.
Build Quality: Sleek designs but slightly limited in variety.
Boat Smartwatches:
Key Features: Heart rate monitoring, multiple sports modes, and customizable watch faces.
Boost Your Instagram Views Instantly Proven Free Strategies.pptxInstBlast Marketing
Join Performance Car Exclusive to drive the finest supercars, engineered with advanced materials and cutting-edge technology for peak performance.
https://instblast.com/instagram/free-instagram-views
A brief analysis of SHEIN's digital transformation.
SHEIN’s business model:
1. D2C cross-border ecommerce: SHEIN integrate the manufactures from Guanzhou to make clothes and deliver direct to customers.
2. Digital marketing: Data driven online marketing for user acquisition.
3. Digital transforming vendor chain: the most core of the revolution to shorten the innovation and lead time.
4. Outstanding user experience: International delivery in high efficiency
Leverage four parts of the user satisfaction process and integrate related resource and information flow, which making SHEIN an international leading D2C ecommerce company.
• Keeping utilizing data in all process is another core capability. From the page click, sales metrics, fabric sourcing to manufacturing time, all data is integrated for decision making, leading an upward customer preference and much efficient business decision making process.
What is Digital Marketing: A Comprehensive GuideV-tech Marketing
Digital technologies have transformed marketing. Traditional methods like print and TV ads are giving way to digital strategies, reshaping how brands connect with consumers online. Welcome to the era of digital marketing, where engagement in the digital realm is key. Let's delve into what digital marketing entails in our interconnected world.
Advanced Storytelling Concepts for MarketersEd Shimp
Every marketer knows you’re supposed to tell a story, but do you know how to tell a story? Do you know why you’re supposed to tell a story? Do you even truly know what a story is? While many marketing presentations emphasize the value of mythic storytelling, the nuts and bolts of actually constructing a story are never explored.
The goal of marketing may be to achieve specific KPIs that drive sales, which is very objective, but the top of the marketing funnel requires a softer approach. In our data-driven results-oriented fast-paced world, marketers must quantify results, but those results will never be achieved unless prospects are first approached with humanity.
There is a common misunderstanding that the so-called “soft skills” of marketing such as language and art are unmeasurable and subjective, but while the objective measures of market research are merely 100 years old, the rules of aesthetics have been perfected over the last 2,500 years.
Great story construction is a skill that requires significant knowledge and practice. This presentation will be a review of the ancient art of story construction.
We will discuss:
• Rhetoric – The art of effective communication
• The Socratic Method – You cannot teach, but you can persuade people to learn
• Plato’s Cave – You sell products, but you market ideas
• Aristotle’s Six Dramatic Elements – The secret recipe for marketing stories
This is for senior marketers who are tasked with creating effective narratives or guiding others in the process. By the end of the session, attendees will have gained the knowledge needed to work storytelling into all phases of the buyer’s journey.
Advertising and Promotion of whisper by Sakthi Sundarsakthisundar2001
This presentation is an invaluable resource for marketing professionals, students, and anyone interested in understanding the dynamics of effective advertising and promotion in the feminine hygiene sector. Explore how Whisper maintains its brand leadership and continues to innovate in a competitive market.
This document was submitted as part of interview process for Content Strategist position at Viapulsa, an Indonesian tech company which offers service to convert/transfer mobile credits into bank account.
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
This document was submitted as part of interview process for Marketing Specialist position at DTA Promotion, an Indonesian company which offers 360 degree marketing services, including ATL and BTL advertising platform.
Evaluating the Effectiveness of Women-Focused MarketingHighViz PR
Women centric marketing is a vital part in reaching one of the most influential groups of consumers. Here is a guide to know and measure the impact of women-centric marketing efforts-
Embark on style journeys Indian clothing store denver guide.pptxOmnama Fashions
Finding the perfect "Indian Clothing Store Denver" is essential for those seeking vibrant, authentic, and culturally rich attire in the heart of Colorado. Denver, a city known for its diverse culture and eclectic fashion scene, offers a variety of options for those in search of traditional and contemporary Indian clothing. Whether you're preparing for a wedding, festival, or cultural event, or simply wish to incorporate the elegance and beauty of Indian fashion into your wardrobe, discovering the right store can make all the difference.
Top 10 AI Trends to Watch in 2024 with Intelisyncnehapardhi711
As we advance further into the digital age, artificial intelligence (AI) continues to evolve, shaping various industries and aspects of our daily lives. The advancements in AI for 2024 promise significant transformations across multiple sectors. From agentic AI and open-source AI to AI-powered cybersecurity and sustainability, these trends highlight the growing influence of AI on our world. By staying informed and embracing these trends, businesses and individuals can harness the power of AI to innovate and thrive.
This article explores the top 10 AI trends to watch in 2024, providing an overview, impact, and examples of each trend.
Top 10 AI Trends to Watch in 2024
Trend 1: Agentic AI
Overview of Agentic AI
Agentic AI represents a fundamental shift in artificial intelligence. These AI systems are designed to comprehend complex workflows and pursue difficult objectives autonomously, with minimal human assistance. Essentially, agentic AI functions similarly to human employees, understanding intricate contexts and instructions in normal language, defining goals, deducing subtasks, and adapting actions to changing circumstances.
Impact of Agentic AI
Agentic AI has the potential to drastically alter organizational roles, procedures, and relationships. AI assistants with advanced thinking and planning capabilities can perform tasks previously managed by humans. This shift enhances productivity by fully automating complex processes, freeing workers from repetitive tasks to focus on more critical activities. The ability to adapt quickly to changing circumstances ensures continuous operational improvements.
Examples and Use Cases of Agentic AI
Autonomous Vehicles: Self-driving cars use agentic AI to navigate roads, interpret traffic signals, and make real-time decisions to ensure passenger safety.
Smart Home Devices: AI-powered home assistants, like smart thermostats and security systems, operate autonomously to optimize energy usage and enhance security.
Customer Service Bots: Advanced chatbots handle complex customer queries, provide solutions, and escalate issues to human agents when necessary.
Trend 2: Open Source AI
Overview of Open Source AI
Open-source AI involves freely available source code, encouraging developers to collaborate, use, adapt, and share AI technology. This openness fosters innovation and speeds up the development of practical AI solutions across various sectors, including healthcare, finance, and education.
Impact of Open Source AI
The collaborative nature of open-source AI promotes transparency and facilitates continuous improvement, leading to feature-rich, reliable, and modular solutions. These platforms enable the creation of applications such as real-time fraud detection, medical image analysis, personalized recommendations, and customized learning experiences.
Examples and Use Cases of Open Source AI
TensorFlow: An open-source machine learning framework by Google, widely used for building and deploying AI models.
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptxGiorgio Chiesa
This presentation is recommended for those who want to know more about SEO. It explains the main theoretical and practical aspects that influence the positioning of websites in search engines.
2. 2
By
their
nature
startups
are
young
and
o1en
emulate
child-‐like
wonder.
I
read
a
recent
study
that
showed
children
ask
over
150
probing
ques@ons
a
day.
This
is
because
they
are
trying
to
figure
things
out.
Adults
ask
about
five
or
six.
This
is
because
with
age,
experience,
and
maturity
we
assume
we
know
everything
(or
are
too
embarrassed
to
ask).
The
startups
I
we
work
with
ask
a
ton
of
ques@ons
which
is
fantas@c
because
they
are
trying
to
figure
many
things
out.
Among
those
asked
most
frequently
is
why
do
we
need
to
brand
and
market?
When
should
we
start
to
brand?
Isn’t
this
stuff
ridiculously
expensive?
These
are
all
valid
queries
especially
when
a
startup
is
strapped
for
all
resources
including
money,
@me,
and
people.
This
paper
is
about
asking
the
right
ques@ons
and
approaching
branding
and
marke@ng
in
the
most
efficient
and
effec@ve
way.
3. This
paper
has
an
overriding
clear
message.
Start
branding
your
startup
today.
It
is
never
too
early
to
begin
the
process.
The
brand
will
evolve
as
you
move
the
business
forward
but
it
is
impera@ve
to
get
at
it.
Branding
and
marke@ng
will
help
you
connect
with
all
cons@tuents
that
will
drive
your
success
including
investors,
media,
partners,
customers
and
the
talent
you
need
to
make
it
happen.
There
two
fundamental
reasons
why
branding
and
marke@ng
are
cri@cal.
The
first
involves
basic
business
and
human
behavior.
Business
creates
compe@@on
and
choice.
People
can
select
between
brand
“A”
and
“B”
and
all
the
way
to
“Z”.
Branding
and
marke@ng
exists
to
help
companies
stand
out
and
to
simplify
decisions.
Tom
Peters
succinctly
pointed
out,
“Brands
are
sor@ng
devices.”
If
you
are
going
to
buy
a
flatscreen
TV
then
the
Samsung
brand
says
something
different
than
a
JVC.
Branding
is
also
good
business.
My
work
at
Interbrand
taught
me
that
brands
represent
real
monetary
value.
One
of
the
consultancy’s
studies
showed
that
in
the
auto
industry
40%
of
the
value
of
Ford
for
is
a]ributed
to
its
tangible
assets
while
intangibles
like
patents
and
strength
of
leadership
were
20%
and
the
Ford
brand
contributed
the
remaining
40%.
If
you
were
to
write
a
cheque
for
Ford
approximately
40%
would
be
for
its
brand.
If
you
were
to
do
the
same
for
Coca-‐Cola
you
would
have
to
cough
up
about
$120
billion
of
which
$80
billion
would
be
for
the
Coke
brand.
Clearly
it
pays
to
brand.
Get
Smart
Now
lets
talk
about
smart
and
effec@ve
branding
and
marke@ng
for
your
startup.
I
recognize
that
everything
is
important
when
star@ng
up
a
business
and
all
resources
are
in
short
supply.
The
good
news
is
you
do
not
need
a
Coke-‐sized
marke@ng
budget
or
hordes
of
people
to
be
successful
but
you
do
need
to
be
smart
and
crea@ve.
3
3
Branding
and
marke@ng
are
too
o1en
associated
solely
with
customer
acquisi@on.
Having
a
brand
story
also
helps
woo
investors,
a]ract
talent
and
puts
you
on
the
radar
of
the
media
and
poten@al
partners.
4. To
grow
and
achieve
all
of
the
goals
you
have
you
need
a
defined
iden@fy
for
your
business.
Your
brand
strategy
brings
your
business
strategy
to
life.
It
begins
with
a
very
direct
ques@on,
what
problem
are
we
trying
to
solve?
Everything
you
do
with
your
brand
stems
from
this
ques@on
and
its
answer.
Let’s
begin
with
the
understanding
that
you
have
a
great
new
idea
for
a
business.
I
am
sure
it
is
an
idea
that
will
make
people’s
lives
easier,
more
fun,
more
produc@ve.
You
need
it
to
resonate,
compel
and
convince
audiences
that
it
has
merit.
Thirteen
years
ago
in
the
dotcom
boom
most
thought
the
best
way
to
do
this
was
with
tradi@onal
adver@sing
and
marke@ng.
Dotcom
Lessons
Famous
examples
from
this
era
include
Webvan
the
incredibly
ambi@ous
grocery
delivery
business,
boo.com
that
a]empted
to
build
the
central
site
for
branded
apparel,
and
inktomi
that
blew
out
a1er
the
ini@al
public
offering
and
was
absorbed
by
Yahoo!
I
recommend
reading
the
book
on
Boo.com’s
short-‐
lived
adventure
both
for
entertainment
and
some
s@ll
applicable
lessons
in
what
not
to
do.
These
companies
believed
in
branding
over
substance.
They
invested
in
their
look
and
feel.
They
went
to
Madison
Avenue
for
help
and
Madison
Avenue
mistakenly
advised
them
to
go
at
branding
and
marke@ng
in
a
very
tradi@onal
way.
4
The
most
famous
was
Pets.com
that
spent
tons
of
money
geing
their
message
out.
They
created
an
irreverent
spokesdog
and
commissioned
a
series
of
expensive
television
campaigns.
Pets.com
was
one
of
the
19
online
startups
that
at
the
height
of
the
dot-‐com
bubble
in
January
2000
bought
very
expensive
Super
Bowl
@me
slots.
Another
was
Lifeminders.com
whose
commercial
is
s@ll
heralded
as
the
worst
Super
Bowl
adver@sement
of
all
@me.
There
was
also
Ourbeginning.com
a
wedding
planning
site
and
E-‐
stamp,
the
only
business
allowed
by
the
US
Postal
Service
to
sell
stamps
online.
They
all
fizzled
out.
My
favorite
aired
in
April
2000
and
was
done
by
the
excellent
agency
Goodby
Silverstein.
It
is
funny
and
gets
the
point
across
but
the
company
did
not
last
long
both
because
of
their
business
model
and
marke@ng
investment
choices.
Chipshot.com
overspent
on
marke@ng
and
no
one
believed
that
custom
golf
clubs
via
the
Internet
would
work
(they
were
right).
The
business
strategies
were
flawed
and
the
brand
strategies
had
no
hope
of
helping
regardless
of
the
money
thrown
around.
Let’s
leave
the
dotcom
era
and
talk
about
smart
branding
for
startups
today.
Clarity
&
Inspira4on
Crea@ng
a
clear
brand
that
is
both
inspira@onal
and
aspira@onal
is
a
challenge.
Here
are
the
three
ques@ons
that
help
succinctly
define
a
brand
and
guide
marke@ng.
The
first
is,
what
do
you
have
that
is
unique?
It
is
a
trick
ques@on
because
999
@mes
out
of
1000
originality
will
not
exist.
The
majority
of
brands
I
work
with
find
differen@a@on
not
in
what
they
do
but
rather
in
how
they
do
it.
5. The
next
ques@on
to
ask
is
who
needs
or
wants
your
unique
thing?
This
too
is
a
trick
ques@on
because
needs
and
wants
are
different.
We
are
mo@vated
differently
if
it
is
a
need
or
if
it
is
a
want.
The
answers
you
come
up
with
are
meant
to
iden@fy
the
mo@va@ons
of
your
most
desired
customers.
Why
would
they
buy
what
we
have?
Why
should
they
care
about
what
we
offer?
The
third
ques@on
is
how
do
they
like
to
be
engaged?
Answering
this
will
tell
you
what
communica@on
channels
are
important.
Instead
of
assuming
you
have
to
be
on
Twi]er
or
print
a
company
brochure
or
a]end
a
tradeshow,
your
audience
will
instruct
you
on
how
to
best
get
in
touch
with
them
based
on
where
they
are
and
how
they
like
to
interact.
If
you
are
running
a
skateboard
park
you
are
not
going
to
invest
in
brochures
but
you
will
be
on
social
media.
If
you
are
an
online
retailer
of
outdoor
furniture
you
will
run
an
adver@sement
in
a
decora@ng
magazine
and
a]end
home
and
garden
shows.
If
you
have
an
applica@on
that
aggregates
movie
reviews
you
will
be
in
the
Apple
App
Store
and
maybe
seek
a
partnership
with
Coke
because
they
are
in
the
theaters.
Remember
that
the
first
ques@on
gets
to
what
you
exist.
The
second
ques@on
confirms
your
value
and
relevance
by
iden@fying
people
who
will
buy
what
you
have.
The
third
iden@fies
the
most
effec@ve
and
efficient
ways
of
crea@ng
dialogue
with
those
people.
The
goal
for
all
of
this
investment
and
ac@vity
is
to
generate
word-‐of-‐mouth.
Over
50
years
ago
Bill
Bernbach
of
DDB
adver@sing
fame
said,
“Word
of
mouth
is
the
most
effec@ve
medium
of
all”.
That
remains
true
today.
Tradi@onal
adver@sing
in
television,
print,
radio,
and
promo@ons
s@ll
have
their
place
but
may
not
apply
to
your
businesses.
Your
efforts
and
investment
may
be
best
directed
to
public
rela@ons
campaigns
that
get
media
a]en@on,
viral
campaigns
that
bounce
around
the
communi@es
you
wish
to
engage,
and
direct
sales
efforts
that
personalize
what
you
do
and
have
be]er
close
rates.
You
will
not
know
though
un@l
you
answer
these
three
ques@ons.
Hallmarks
of
Good
Branding
There
are
clear
traits
that
very
successful
brands
share.
Leading
brands
tend
to
be
bold
and
self-‐assured
but
never
arrogant,
they
are
strategic
and
innova@ve
in
what
they
do
and
how
they
communicate
it,
and
they
have
a
clear
and
dis@nct
personality.
Leading
brands
are
crea@ve.
As
one
of
the
inspira@ons
for
Don
Draper
on
Mad
Men,
George
Lois,
said
“Crea@vity
can
solve
almost
any
problem.
The
crea@ve
act,
the
defeat
of
habit
by
originality,
overcomes
everything.”
5
6. 6
In
the
fast
food
category
Burger
King
takes
the
throne
for
its
crea@ve
irreverence
as
a
direct
counterpoint
to
McDonald’s
more
tradi@onal
heartwarming
messages.
In
one
video
they
proved
it
is
fun
to
be
fun
and
that
disrup@ve
crea@vity
in
an
old
category
can
create
buzz.
The
Hands-‐Free
Whopper
campaign
has
a]racted
a
great
a]en@on
much
like
the
stunt
they
pulled
a
few
years
ago
when
they
pretended
to
cancel
The
Whopper.
That
created
huge.
Burger
King
wants
you
to
remember
them
and
they
are
achieving
it
in
crea@ve
and
unconven@onal
ways.
I
am
currently
assis@ng
a
client
about
to
launch
a
new
file
sharing
service.
They
are
in
a
similar
situa@on
to
Burger
King
which
is
how
to
stand
out
in
a
crowded
market
where
everyone
has
s i m i l a r
value
proposi@ons
and
t rue
differen@a@on
is
flee@ng
or
elusive.
I
wish
I
could
share
the
en@re
strategy
but
it
is
a
tad
too
early.
I
will
tease
you
and
say
that
it
is
premised
on
the
very
basic
idea
that
sharing
is
fun
and
returns
incredible
benefits
to
each
and
everyone
of
us.
Here
is
a
rough
mood
board
and
language
from
the
work
to
give
you
an
idea.
“Sharing
is
part
of
human
behavior.
It
is
a
building
block
of
trust
and
a
need
within
any
rela<onship.
It
is
at
the
heart
of
every
civiliza<on.
What
we
share,
how
o@en
we
share,
and
who
we
share
with
defines
our
personali<es.
Sharing
is
never
one
way.
The
receipt
of
something
always
prompts
a
response.
Sharing
is
an
exchange.
Sharing
is
the
currency
of
life.”
I
believe
that
when
this
plays
out
the
file
sharing
category
will
take
note
because
this
approach
will
remind
customers
why
we
share
and
make
the
process
more
human.
In
the
mean@me
my
client’s
compe@tors
will
s@ll
try
to
differen@ate
on
indefensible
or
unsustainable
speed
and
size
sta@s@cs
in
file
and
video
sharing.
They
don’t
realize
they
are
only
reinforcing
how
much
of
a
commodity
they
are
and
it
will
lead
to
their
own
doom
while
my
client
makes
the
service
relevant
and
fun.
Sharing
Defines
Us
Sharing
is
Fun
Sharing
is
an
Exchange
7. 7
5
Principles
Keep
in
mind
five
key
principles
that
businesspeople
through
the
centuries
have
been
forced
to
relearn.
I
can
say
that
because
I
am
wri@ng
a
popular
history
of
marke@ng
and
have
learned
a
great
deal
from
Wedgwood
and
Heinz
and
Ford
not
to
men@on
Roman
sandals
salesmen,
Greek
wine
merchants
and
ancient
Japanese
sign
makers.
These
five
principles
turn
up
@me
and
again
in
history
so
use
them
as
a
check
against
the
completeness
of
your
brand.
Focus
The
first
is
focus
and
Bill
Cosby
said
it
best,
“I
don't
know
the
key
to
success,
but
the
key
to
failure
is
trying
to
please
everybody.”
You
will
never
see
Bentley
offering
a
low-‐price
market
entry
vehicle
–
they
are
focused
on
building
a
premium
car
for
the
affluent.
Ensure
your
brand
is
not
trying
to
be
something
to
everyone.
Differen4a4on
The
next
is
differen@a@on
and
as
the
delightul
Coco
Chanel
said,
"In
order
to
be
irreplaceable
one
must
always
be
different.”
Love
or
hate
their
beer
one
must
always
give
credit
to
Heineken
for
its
@reless
quest
to
be
different
in
the
beer
category.
Remember
differen@a@on
is
o1en
found
in
how
you
do
something
not
what
you
do.
You
can
go
to
two
restaurants
and
be
served
roughly
the
same
meal
but
it
is
the
server
who
will
either
make
your
evening
pleasant
and
memorable.
Relevance
Charles
Revson
of
Revlon
said,
“In
the
factory
we
make
cosme@cs;
in
the
drugstore
we
sell
hope.”
In
this
quote
he
elevates
their
product
from
a
commodity
to
a
highly
treasured
offer.
Much
like
Apple
does
with
every
new
category
buster
they
put
out
and
dominate.
You
can
be
focused
and
you
can
be
different
but
that
does
not
mean
your
brand
will
be
relevant.
Authen4city
“Authen@c
brands
don't
emerge
from
marke@ng
cubicles
or
adver@sing
agencies.
They
emanate
from
everything
the
company
does.”
so
sayeth
Howard
Schultz
of
Starbucks.
And
one
highly
authen@c
brand
is
Levi’s.
Their
simple,
durable
yet
fashionable
products
speak
the
truth.
Customers
want
honesty
and
responsiveness
from
a
brand.
That
is
true
authen@city.
Connec4on
The
fi1h
principle
is
connec@on.
Marke@ng
and
management
guru,
Peter
F.
Drucker
says,
“The
aim
of
marke@ng
is
to
know
and
understand
the
customer
so
well
the
product
or
service
fits
him
and
sells
itself.”
Lululemon
has
experienced
some
significant
recent
woes.
Execu@ves
were
forced
to
step
down.
The
stock
has
taken
a
hit.
S@ll
they
know
their
customers.
They
have
an
in@mate
and
loyal
rela@onship.
But
it
was
their
handling
of
the
overly
sheer
pants
that
was
a
huge
branding
mistake.
They
responded
to
this
produc@on
issue
like
they
were
a
pharmaceu@cal
company
that
had
put
out
a
tainted
pill
rather
than
a
relaxed
lifestyle
brand.
I
suggested
they
discount
the
pants
by
17%
which
was
the
equivalent
in
extra
sheerness.
I
assure
you
they
would
have
sold
out
and
Lululemon’s
personality
would
have
been
more
authen@c.
S@ll
I
expect
them
to
rebound
largely
because
of
the
connec@on
they
have
with
their
customers.
8. Do
This
Tomorrow
The
five
principles
from
marke@ng
history
will
help
guide
your
brand
strategy.
They
are
high-‐level
tools
when
building
your
brand
over
the
long-‐term.
I
wanted
also
to
share
some
tac@cs
that
you
can
immediately
put
in
place.
Mind
Your
Language
Mind
what
you
say
and
how
you
say
it.
We
are
all
trying
to
create
a
dialogue
with
our
audiences
so
old
school
broadcast
methods
do
not
work.
When
you
a]empt
to
dialogue
make
sure
you
are
talking
in
the
customer’s
language.
Don
Draper
said
on
Mad
Men
to
a
copywriter
whose
work
was
not
selling
product,
“Stop
wri@ng
for
other
writers.”
In
other
words,
put
it
in
your
customer’s
language.
Use
Tes4monials
Every
business
wants
to
create
buzz
and
word-‐of-‐mouth.
Tes@monials
from
real
customers
are
s@ll
highly
credible
if
they
are
authen@c.
This
campaign
from
SAP
is
a
good
example.
It
rings
of
instant
credibility
and
is
arguably
co-‐branding
between
the
client
companies
and
SAP.
You
know
it
works
when
it
is
parodied.
Imita@on
may
be
the
sincerest
form
of
fla]ery
but
I
say,
parody
is
envy
of
the
original
idea.
Under
Promise
The
next
@p
is
to
make
no
false
promises.
We
some@mes
are
so
excited
about
building
our
business
that
we
lose
sight
of
what
we
can
prac@cally
deliver.
So
keep
it
real
by
under
promising
and
over
delivering.
That
will
delight
customers
and
build
your
brand
faster
and
more
efficiently
than
any
other
approach.
Use
Video
The
last
@p
is
to
use
video.
It
is
effec@ve,
rela@vely
cheap,
and
it
can
be
distributed
easily.
There
is
an
ar@cle
in
Harvard
Business
Review
called
How
to
Profit
from
Lean
Adver<sing.
It
covers
the
impact
of
crea@ng
online
videos
versus
tradi@onal
TV
spots.
Viewers
ac@vely
choose
to
watch
them
and
are
more
a]en@ve
to
the
message.
They
are
shared
amongst
peers
more
frequently.
The
startup
Mailbox
produced
a
darling
video
explaining
their
offer
without
a
single
word
of
dialogue
and
were
bought
by
Dropbox
for
$100
million
without
having
any
revenue.
Wrapping
Up
It
is
never
too
early
to
start
branding
and
marke@ng.
It
will
help
you
connect
with
all
cons@tuents
that
drive
your
success
including
investors,
media,
partners,
customers
and
the
talent
you
need
to
make
it
all
happen.
For
those
of
you
star@ng
out,
star@ng
up,
restar@ng,
or
star@ng
over
building
a
business
and
brand
is
tough
stuff
but
incredibly
rewarding
in
every
sense
of
the
word.
8
Jeff
Swystun
President
and
Chief
Marke@ng
Officer
416.471.4655