The document outlines 6 principles of a new branding strategy: 1) Define your purpose beyond profit and inspire employees/customers. 2) Focus on enabling customers through quality user experiences rather than selling. 3) Segment audiences based on shared passions rather than demographics. 4) Leverage passionate employees as trusted brand ambassadors on social media. 5) Tell stories to communicate values through an emotional experience. 6) Consider the brand as a starting point shared with consumers in a sharing economy through relationships and conversation.

1. 6 PRINCIPLES OF THE NEW
BRANDING STRATEGY

2. A PROFOUND SHIFT IN THE WAY WE DO MARKETING
The concept of brand
positioning is BEING
CHALLENGED by the incredible
power at the consumers'
fingertips.

3. TRADITIONNEL VS NEW
 Target
 Demographic
Segmentation
 Positioning
 Brand message
 Advertising channels
 Audience
 Segmentation based on
interest
 Purpose-led brand
 Storytelling
 Conversational capital
 Social media channels

4. DEFINE YOUR PURPOSE
Consumers demand that businesses CONTRIBUTE
SOMETHING POSITIVE to their well-being and to society
in general.
A purpose that goes BEYOND PROFIT
should be at the heart of your branding
strategy.
BE INSPIRATIONAL to your employees and customers:
WHY DO YOU EXIST?
1

5. 2 WHAT ROLE SHOULD THE BRAND PLAY?
The objective becomes to ENABLE
CUSTOMERS to do things.
The quality of the
USER EXPERIENCE
becomes of utmost
importance.
For more and more brands, the
prime objective is not selling to
consumers.

6. WHO'S YOUR AUDIENCE?
 The new way of thinking is to address an AUDIENCE.
 Segmentation is based on a shared PASSION in addition to
demographic data.
3
Marketing PERSONAS
creation

7. 4 THE BEST BRAND AMBASSADORS
People have MORE SOCIAL CAPITAL than
businesses.
Passionate employees who are
engaged and enjoy their work should
be considered the MOST TRUSTWORTHY
brand ambassadors.
Employees have more trust
in social media and CAN
DRIVE ENGAGEMENT more
effectively.

8. 5 THE BRAND IS A STORY
The brand’s message is
substituted with
STORYTELLING.
The brand’s story is a powerful way
to COMMUNICATE ITS VALUES.

9. STORYTELLING
Provides an EMOTIONAL EXPERIENCE
and proves to be much more personal
and intimate.
Good stories that are entertaining and
surprising STICK WITH US.
The story reinforces the
EMOTIVE LINK that exists
between the brand and its
audience.

10. 6 IT'S NOT YOUR BRAND ANYMORE
Today, brands are MUCH MORE
FLEXIBLE.
Historically, companies
maintained FULL
CONTROL of the brand.
The brand should be considered
as more of a STARTING POINT for
people's creativity.

11. IN A SHARING ECONOMY
The RELATIONSHIP embodies the brand.
The brand does not belong to the
organization exclusively, but is BEING
SHARED with consumers.

12. KEEP IN MIND
Social media SITS AT THE CENTER of a
branding strategy
The goal of the brand is to build
CONVERSATIONAL CAPITAL.
Brands that understand the new
branding paradigm have the best
potential to INITIATE CHANGE AND MAKE A
DIFFERENCE in people's lives.
http://bit.ly/NewBrandingStrategy
PDF available for download:

13. HOW CAN WE HELP?
BRANDING STRATEGY
SOCIAL MEDIA MARKETING
CONTENT MARKETING
http://bit.ly/nutribeMarketingAgency
nutribe is a new social media
marketing agency