Supporting on-screen content for my Mumbrella Seven Minute Masterclass on 'ow to define your brand’s strategy' – video available to watch here http://tiny.cc/7jdnnz

1. Mumbrella
Seven Minute
Masterclass
How to define your
brand’s strategy
23 April 2020

2. Business objectives
Marketing objectives
Brand objectives
Experience objectives
Creative objectives
TransformationLadder
TransformationLadder

3. Business objectives
Increase customer loyalty by x
Marketing objectives
Increase customer engagement by y
Brand objectives
Enhance emotional connection with
customers, as measured by brand metrics
Experience objectives
Build brand experience in ways that
spark customers’ imaginations
Creative objectives
Inject personality into brand identity
at the right time and place
TransformationLadder
TransformationLadder
Technology
business
B2C | Global

4. DNA
ForesightInsight

5. DNA
100+ years
in business
ForesightInsight
Professional
services
business
B2B | Australia

6. DNA
ForesightInsight
Impulse travel
Travel
business
B2C | Global

7. DNA
Foresight
Impact of emerging
technologies
Insight
Healthcare
business
B2C & B2B | Australia

8. Purpose
Why you are here
Positioning
What you offer
Future
Brand Idea
Values
How you behave
Personality
Who you are

9. Purpose
Why you are here
Positioning
What you offer
Future
Brand Idea
Beyond
Belief
Values
How you behave
Personality
Who you are
Professional
services
business
B2B | Global

10. Purpose
Why you are here
Positioning
What you offer
Future
Brand Idea
The Art of
Hanging Out
Values
How you behave
Personality
Who you are
FMCG
business
B2C | Australia

11. L O N D O N
P A R I S
M I L A N
A M S T E R D A M
G E N E V A
M A D R I D
S Y D N E Y
M E L B O U R N E
S H A N G H A I
B E I J I N G
H O N G K O N G
S I N G A P O R E
N E W Y O R K
S A N F R A N C I S C O
S Ã 0 P A U L O
B U E N O S A I R E S
S A N T I A G O D E C H I L E
B O G O T Á
M E X I C O C I T Y
L I M A
D U B A I