Branding in the Digital Age | Brookfield Boutique Retail Roundtable | Tim Bru...Tim Brunelle
I gave this presentation as part of a panel discussion for Brookfield Properties' "Boutique Retail Roundtable" at Gaviidae Common in Minneapolis on Monday, September 14, 2009.
Casey (@Casey_Flanagan) connects brands to consumers and consumers to brands with actionable insights and needle-moving ideas. He is a curious generalist, an optimistic pragmatist and someone who thrives on making the complex as simple as possible.
Laughlin Constable (http://www.laughlin.com) is an idea-driven, independent agency, offering a suite of integrated and best-in-class services for high-profile brands. We are a strategic marketing partner who provides fresh thinking, integrated, idea-driven marketing solutions that advance a client's brands / business.
To learn more about the Insight Summit Series please visit http://www.insightsummitseries.com
Love Your Brand, Set it Free - Branding in the Digital AgeClaravon Group
The social world has shattered the idea of a brand as something that can be controlled. Technology and social media have forever changed relationships between customers, companies and their brands. This presentation explores branding in the digital age, including how to influence brand perceptions and inspire passionate advocacy for your brand. Learn who really owns your brand, how letting go creates value and why liberated brands succeed.
Branding In The Digital Age.
This particular presentation is one in a series of presentations I had worked on during my Marketing Internship under Prof. Sameer Mathur, IIM Lucknow, in June, 2015.
The document discusses key concepts related to branding including:
1) It defines what a brand is and how branding works to differentiate products and services.
2) It explains what brand equity is and how it is built, measured, and managed to provide added value to products and services.
3) It outlines important decisions in developing a branding strategy such as identifying brand positioning, implementing marketing, and measuring performance.
The document discusses Carl Jung's theory of archetypes, which are universal symbols and patterns that are part of the collective unconscious and influence human behavior. It notes there are 12 main archetypes according to Jung's theory, including the Magician, Innocent, Jester, Outlaw/Lover, Everyman, Hero, Sage, Explorer, Caregiver, Creator. The document encourages using archetypes to build powerful brands by tapping into these universal symbols that resonate across cultures. It provides the website www.brandhouse.com as a resource for companies to identify their archetype.
Branding in the Digital Age | Brookfield Boutique Retail Roundtable | Tim Bru...Tim Brunelle
I gave this presentation as part of a panel discussion for Brookfield Properties' "Boutique Retail Roundtable" at Gaviidae Common in Minneapolis on Monday, September 14, 2009.
Casey (@Casey_Flanagan) connects brands to consumers and consumers to brands with actionable insights and needle-moving ideas. He is a curious generalist, an optimistic pragmatist and someone who thrives on making the complex as simple as possible.
Laughlin Constable (http://www.laughlin.com) is an idea-driven, independent agency, offering a suite of integrated and best-in-class services for high-profile brands. We are a strategic marketing partner who provides fresh thinking, integrated, idea-driven marketing solutions that advance a client's brands / business.
To learn more about the Insight Summit Series please visit http://www.insightsummitseries.com
Love Your Brand, Set it Free - Branding in the Digital AgeClaravon Group
The social world has shattered the idea of a brand as something that can be controlled. Technology and social media have forever changed relationships between customers, companies and their brands. This presentation explores branding in the digital age, including how to influence brand perceptions and inspire passionate advocacy for your brand. Learn who really owns your brand, how letting go creates value and why liberated brands succeed.
Branding In The Digital Age.
This particular presentation is one in a series of presentations I had worked on during my Marketing Internship under Prof. Sameer Mathur, IIM Lucknow, in June, 2015.
The document discusses key concepts related to branding including:
1) It defines what a brand is and how branding works to differentiate products and services.
2) It explains what brand equity is and how it is built, measured, and managed to provide added value to products and services.
3) It outlines important decisions in developing a branding strategy such as identifying brand positioning, implementing marketing, and measuring performance.
The document discusses Carl Jung's theory of archetypes, which are universal symbols and patterns that are part of the collective unconscious and influence human behavior. It notes there are 12 main archetypes according to Jung's theory, including the Magician, Innocent, Jester, Outlaw/Lover, Everyman, Hero, Sage, Explorer, Caregiver, Creator. The document encourages using archetypes to build powerful brands by tapping into these universal symbols that resonate across cultures. It provides the website www.brandhouse.com as a resource for companies to identify their archetype.
This document discusses branding basics and strategies for building strong brands. It introduces the brand value pyramid methodology, which positions functional benefits at the bottom and emotional benefits, self-expressive benefits, beliefs, and values at the top as the hardest to deliver but most differentiating. The document also covers creating emotional bonds with customers, developing brand swagger, and crafting an effective brand narrative or "anti-elevator pitch." Overall, the key messages are that branding is about developing meaningful differentiation and an emotional response in customers, and that strong brands are built through innovative experiences that connect with customers on an emotional level.
This document provides examples of how 55 brands are using visual content effectively on key social media networks like Facebook, Pinterest, Instagram, and Twitter. It outlines trends in each network and showcases brands that are excelling at things like using cover photos and albums on Facebook, pinning visually appealing content to multiple boards on Pinterest, showing products on Instagram, and utilizing background images on Twitter. The conclusion encourages readers to incorporate these lessons across their marketing and use analytics to measure the results of their optimized social media strategies.
Resilient brands workshop - building brands in the digital age Brilliant Noise
What's the role of brand in the digital age? How can your brand keep-up with the flow of new technologies, platforms and the need for content?
You are invited to join us for an inspiring, action-focused afternoon for people who create, manage and lead brands and brand communications.
In the session, we'll introduce you to new ways to:
- Align what your brand is, says and does
- Engage customers around a meaningful story
- Increase the value of your customers using content analytics
- Shift the focus from innovation to transformation.
5 Key Tools for Effective Digital BrandingKim Stuart
Digital branding is here, and it's not going away. With nearly every major company getting into the mobile wallet space, learning how to use mobile wallets for marketing and branding opportunities should be one of the first things you have on your priority list.
How do you go about creating an effective digital branding presence? What are the elements of mobile wallet marketing campaigns that can increase your funnel conversion rates by as much as 15X over traditional email campaigns?
Brand Archetypes and Perception DriversMichael Cowen
The document discusses managing brand perceptions using 10 archetypes or "perception drivers". It provides examples of applying the framework to analyze brand positioning and alignment issues within an organization. A key takeaway is that understanding how internal and external stakeholders perceive a brand using these archetypes can help address confusion and improve strategic alignment.
Open Brands: How Social Media is Pushing Radical Transparency on Brand Manage...Earthsite
Learn how Social Media is pushing radical transparency in brand management. Includes new research on Social Media Policy and calculating Social Media ROI. Social Media case studies of The North Face and Drugstore.com.
The document discusses how marketers can tap into universal archetypes to connect with customers on a deeper level. It identifies 12 common archetypes like the Hero, Explorer, Creator and Caregiver that represent core human motivations. These archetypes emerge when people are at certain life phases or encountering things that evoke the archetype. The document advises marketers to understand the archetype their brand represents to strengthen connections with customers motivated by that archetype. It provides examples of brands that effectively embody different archetypes like Coca-Cola representing the Innocent archetype.
This document discusses how to build, measure, and manage brand equity. It covers choosing memorable and meaningful brand elements, developing coherent brand elements, and designing holistic marketing activities. It also addresses leveraging secondary brand associations through internal branding and brand communities. The document discusses both direct and indirect approaches to measuring brand equity and examines how to manage brand equity over time through brand reinforcement, revitalization, and the brand value chain.
The Intelligence of Digital Industry 2005 - 2015Andre Zeferino
This document discusses the evolution of digital analytics and intelligence over the past 15 years. It notes that analytics has shifted from basic metrics like page views and website popularity to more advanced metrics that measure emotions, behaviors, and the impact of marketing across digital channels. It also emphasizes that optimal use of intelligence requires effectively integrating tools, data, and human skills or "brains". While tools and data are increasingly available, many brands still struggle to create actionable knowledge and make accurate decisions from their analytics efforts.
Desire Paths: Branding for Digital LivesMike Arauz
Our new digital lives demand a new evolution in branding.
I’d love to tell you more about this. Email me:
speaking@mikearauz.com
Let’s connect on Twitter: http://www.twitter.com/mikearauz
I left the rest of my thoughts on my blog: http://www.mikearauz.com
Business process outsourcing - Entrep Report AGSB 2012k3llycr1s0st
Business process outsourcing (BPO) involves contracting specific business functions or processes to a third-party service provider. Originally associated with manufacturing firms outsourcing parts of their supply chain, BPO now commonly refers to replacing in-house services with an outside firm's labor. Common forms of BPO include back-office outsourcing of internal processes like finance and HR, and front-office outsourcing of customer-related processes. Offshore and nearshore outsourcing relocate programs to other countries. The Philippines is emerging in call centers, transcription, finance, IT, and knowledge process outsourcing. Gartner's outsourcing model involves evaluating sourcing strategies, selecting providers, developing contracts, and
Learning styles based on Jung's theory of personalitywahyuedhysutran
This document discusses Jung's theory of personality as it relates to learning styles. It describes four dimensions that make up Jungian learning styles: extroversion vs introversion, sensing vs intuition, thinking vs feeling, and judging vs perceiving. For each dimension, it provides the percentage of learners that fall into each category and lists characteristics of each learning style. The main takeaways are that Jung's theory classified learning styles into four dimensions and identified common traits among learners that self-reported as having a particular style.
Measuring outcomes of brand equity and designing & implementing branding stra...Neetu Bhuyan
This document discusses methods for measuring brand equity and designing branding strategies. It describes three types of methods for measuring brand equity: comparative, which examine consumer response to brand changes; conjoint analysis, a survey technique to assess brand attributes; and holistic methods that attempt to place an overall value on a brand. It also outlines considerations for branding strategies such as brand architecture, breadth and depth of product lines, building brand equity at different hierarchy levels, and using cause marketing to build brand equity.
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. The power of branding 2. Contents 3. Spinning test 4. Brands in your world 5. Brand examples 6. Examples 7. Average person 8. Obscurity 9. Brand 10. Whats a brand? 11. A brand is not 12. More than a product 13. Product 14. Brand 15. Brands as a clothes hook 16. Reality 17. Jeremy Bullmore 18. Distrust 19. Why do you need one? 20. Your money 21. Effective positioning 22. Most wanted man? 23. First solo air crossing? 24. First man on the moon? 25. Highest mountain in Australia? 26. Number 2 27. Market leader in a small market 28. Why is branding so hot? 29. Fusing functional and emotional benefits 30. Why bother? 31. If you get it right... 32. How do they work? 33. What's different 34. 1+1=11 35. Brain 36. Influencing consumers 37. Belief 38. Kirin 39. Blank 40. Kirin 41. How to create one 42. Selling appropriately 43. Relevancy and Remarkability 44. Relevancy 45. Regular 46. Remarkable 47. The Beatles 48. Marketing's evolution 49. The golden circle of success 50. What? 51. How? 52. Why? 53. Renew vs. Reinvent 54. Renew 55. Apple example 56. Apple example 57. Coca-cola 58. Open happiness 59. I'm lovin' it 60. Mc Donald's example 61. Mc Donald's example 62. Reinvent 63. fcuk 64. French connection 65. Domino's 66. Pizza turnaround 67. Dove 68. Dove example 69. How do you know which path to take? 70. Renew 71. Increase 72. Shifts 73. Communications 74. Core positioning 75. When to reinvent 76. Relevance 77. Current positioning 78. Untapped market 79. Risk of alienation 80. Overwhelm your position 81. Opportunity for competitors 82. Questions 83. Join us 84. Thank you 85. Appendix 86. Apple data 87. Coca cola data 88. Mc Donald's data 89. fcuk data 90. Domino's data 91. Dove data
The document discusses predatory marketing strategies. It suggests targeting a competitor's greatest strength by striking at the weakness that arises from that strength. This achieves the greatest impact and makes a response difficult. An example is provided of repositioning a competitor's product from nutrition to high sugar to weaken their messaging. Traditional marketing is contrasted, and materials are offered to learn more about predatory techniques.
Naming and Positioning - The Founder InstituteAshton Bishop
Covering some basics of
- Get your name right
- Start asking, "who's got your money" and then figure out what you need to do to get it back
- Be predatory with your message
What is Digital Strategy and Why Agencies Need It?Ana Andjelic
The document discusses the need for digital strategy in agencies. It begins by stating that defining digital strategy is less important than creating a plan to accomplish a purpose. It then provides examples of new digital models that are changing consumer habits and expectations. The document outlines five steps for developing a digital strategy: 1) Begin with the customer by understanding how they think and talk about the brand. 2) Start making marketing briefs digital. 3) Adopt a systems approach across marketing channels. 4) Visualize the brand experience journey. 5) Make each customer touchpoint effective. The overall message is that digital strategy is about understanding customers and creating a coherent plan across channels.
The document discusses shifts in strategic thinking for brands over time. It describes three phases:
1) The past focused on one-way brand messaging to consumers.
2) Currently, brands aim to engage in two-way partnerships as human/brand relationships changed with social media. New strategies focus on understanding consumer tensions and creating mutual benefits.
3) The future may see further shifts where brands emphasize access over ownership and collective, coherent purpose over separate brand and consumer identities. The goal is engaged communities united around shared goals.
This document discusses branding basics and strategies for building strong brands. It introduces the brand value pyramid methodology, which positions functional benefits at the bottom and emotional benefits, self-expressive benefits, beliefs, and values at the top as the hardest to deliver but most differentiating. The document also covers creating emotional bonds with customers, developing brand swagger, and crafting an effective brand narrative or "anti-elevator pitch." Overall, the key messages are that branding is about developing meaningful differentiation and an emotional response in customers, and that strong brands are built through innovative experiences that connect with customers on an emotional level.
This document provides examples of how 55 brands are using visual content effectively on key social media networks like Facebook, Pinterest, Instagram, and Twitter. It outlines trends in each network and showcases brands that are excelling at things like using cover photos and albums on Facebook, pinning visually appealing content to multiple boards on Pinterest, showing products on Instagram, and utilizing background images on Twitter. The conclusion encourages readers to incorporate these lessons across their marketing and use analytics to measure the results of their optimized social media strategies.
Resilient brands workshop - building brands in the digital age Brilliant Noise
What's the role of brand in the digital age? How can your brand keep-up with the flow of new technologies, platforms and the need for content?
You are invited to join us for an inspiring, action-focused afternoon for people who create, manage and lead brands and brand communications.
In the session, we'll introduce you to new ways to:
- Align what your brand is, says and does
- Engage customers around a meaningful story
- Increase the value of your customers using content analytics
- Shift the focus from innovation to transformation.
5 Key Tools for Effective Digital BrandingKim Stuart
Digital branding is here, and it's not going away. With nearly every major company getting into the mobile wallet space, learning how to use mobile wallets for marketing and branding opportunities should be one of the first things you have on your priority list.
How do you go about creating an effective digital branding presence? What are the elements of mobile wallet marketing campaigns that can increase your funnel conversion rates by as much as 15X over traditional email campaigns?
Brand Archetypes and Perception DriversMichael Cowen
The document discusses managing brand perceptions using 10 archetypes or "perception drivers". It provides examples of applying the framework to analyze brand positioning and alignment issues within an organization. A key takeaway is that understanding how internal and external stakeholders perceive a brand using these archetypes can help address confusion and improve strategic alignment.
Open Brands: How Social Media is Pushing Radical Transparency on Brand Manage...Earthsite
Learn how Social Media is pushing radical transparency in brand management. Includes new research on Social Media Policy and calculating Social Media ROI. Social Media case studies of The North Face and Drugstore.com.
The document discusses how marketers can tap into universal archetypes to connect with customers on a deeper level. It identifies 12 common archetypes like the Hero, Explorer, Creator and Caregiver that represent core human motivations. These archetypes emerge when people are at certain life phases or encountering things that evoke the archetype. The document advises marketers to understand the archetype their brand represents to strengthen connections with customers motivated by that archetype. It provides examples of brands that effectively embody different archetypes like Coca-Cola representing the Innocent archetype.
This document discusses how to build, measure, and manage brand equity. It covers choosing memorable and meaningful brand elements, developing coherent brand elements, and designing holistic marketing activities. It also addresses leveraging secondary brand associations through internal branding and brand communities. The document discusses both direct and indirect approaches to measuring brand equity and examines how to manage brand equity over time through brand reinforcement, revitalization, and the brand value chain.
The Intelligence of Digital Industry 2005 - 2015Andre Zeferino
This document discusses the evolution of digital analytics and intelligence over the past 15 years. It notes that analytics has shifted from basic metrics like page views and website popularity to more advanced metrics that measure emotions, behaviors, and the impact of marketing across digital channels. It also emphasizes that optimal use of intelligence requires effectively integrating tools, data, and human skills or "brains". While tools and data are increasingly available, many brands still struggle to create actionable knowledge and make accurate decisions from their analytics efforts.
Desire Paths: Branding for Digital LivesMike Arauz
Our new digital lives demand a new evolution in branding.
I’d love to tell you more about this. Email me:
speaking@mikearauz.com
Let’s connect on Twitter: http://www.twitter.com/mikearauz
I left the rest of my thoughts on my blog: http://www.mikearauz.com
Business process outsourcing - Entrep Report AGSB 2012k3llycr1s0st
Business process outsourcing (BPO) involves contracting specific business functions or processes to a third-party service provider. Originally associated with manufacturing firms outsourcing parts of their supply chain, BPO now commonly refers to replacing in-house services with an outside firm's labor. Common forms of BPO include back-office outsourcing of internal processes like finance and HR, and front-office outsourcing of customer-related processes. Offshore and nearshore outsourcing relocate programs to other countries. The Philippines is emerging in call centers, transcription, finance, IT, and knowledge process outsourcing. Gartner's outsourcing model involves evaluating sourcing strategies, selecting providers, developing contracts, and
Learning styles based on Jung's theory of personalitywahyuedhysutran
This document discusses Jung's theory of personality as it relates to learning styles. It describes four dimensions that make up Jungian learning styles: extroversion vs introversion, sensing vs intuition, thinking vs feeling, and judging vs perceiving. For each dimension, it provides the percentage of learners that fall into each category and lists characteristics of each learning style. The main takeaways are that Jung's theory classified learning styles into four dimensions and identified common traits among learners that self-reported as having a particular style.
Measuring outcomes of brand equity and designing & implementing branding stra...Neetu Bhuyan
This document discusses methods for measuring brand equity and designing branding strategies. It describes three types of methods for measuring brand equity: comparative, which examine consumer response to brand changes; conjoint analysis, a survey technique to assess brand attributes; and holistic methods that attempt to place an overall value on a brand. It also outlines considerations for branding strategies such as brand architecture, breadth and depth of product lines, building brand equity at different hierarchy levels, and using cause marketing to build brand equity.
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. The power of branding 2. Contents 3. Spinning test 4. Brands in your world 5. Brand examples 6. Examples 7. Average person 8. Obscurity 9. Brand 10. Whats a brand? 11. A brand is not 12. More than a product 13. Product 14. Brand 15. Brands as a clothes hook 16. Reality 17. Jeremy Bullmore 18. Distrust 19. Why do you need one? 20. Your money 21. Effective positioning 22. Most wanted man? 23. First solo air crossing? 24. First man on the moon? 25. Highest mountain in Australia? 26. Number 2 27. Market leader in a small market 28. Why is branding so hot? 29. Fusing functional and emotional benefits 30. Why bother? 31. If you get it right... 32. How do they work? 33. What's different 34. 1+1=11 35. Brain 36. Influencing consumers 37. Belief 38. Kirin 39. Blank 40. Kirin 41. How to create one 42. Selling appropriately 43. Relevancy and Remarkability 44. Relevancy 45. Regular 46. Remarkable 47. The Beatles 48. Marketing's evolution 49. The golden circle of success 50. What? 51. How? 52. Why? 53. Renew vs. Reinvent 54. Renew 55. Apple example 56. Apple example 57. Coca-cola 58. Open happiness 59. I'm lovin' it 60. Mc Donald's example 61. Mc Donald's example 62. Reinvent 63. fcuk 64. French connection 65. Domino's 66. Pizza turnaround 67. Dove 68. Dove example 69. How do you know which path to take? 70. Renew 71. Increase 72. Shifts 73. Communications 74. Core positioning 75. When to reinvent 76. Relevance 77. Current positioning 78. Untapped market 79. Risk of alienation 80. Overwhelm your position 81. Opportunity for competitors 82. Questions 83. Join us 84. Thank you 85. Appendix 86. Apple data 87. Coca cola data 88. Mc Donald's data 89. fcuk data 90. Domino's data 91. Dove data
The document discusses predatory marketing strategies. It suggests targeting a competitor's greatest strength by striking at the weakness that arises from that strength. This achieves the greatest impact and makes a response difficult. An example is provided of repositioning a competitor's product from nutrition to high sugar to weaken their messaging. Traditional marketing is contrasted, and materials are offered to learn more about predatory techniques.
Naming and Positioning - The Founder InstituteAshton Bishop
Covering some basics of
- Get your name right
- Start asking, "who's got your money" and then figure out what you need to do to get it back
- Be predatory with your message
What is Digital Strategy and Why Agencies Need It?Ana Andjelic
The document discusses the need for digital strategy in agencies. It begins by stating that defining digital strategy is less important than creating a plan to accomplish a purpose. It then provides examples of new digital models that are changing consumer habits and expectations. The document outlines five steps for developing a digital strategy: 1) Begin with the customer by understanding how they think and talk about the brand. 2) Start making marketing briefs digital. 3) Adopt a systems approach across marketing channels. 4) Visualize the brand experience journey. 5) Make each customer touchpoint effective. The overall message is that digital strategy is about understanding customers and creating a coherent plan across channels.
The document discusses shifts in strategic thinking for brands over time. It describes three phases:
1) The past focused on one-way brand messaging to consumers.
2) Currently, brands aim to engage in two-way partnerships as human/brand relationships changed with social media. New strategies focus on understanding consumer tensions and creating mutual benefits.
3) The future may see further shifts where brands emphasize access over ownership and collective, coherent purpose over separate brand and consumer identities. The goal is engaged communities united around shared goals.
Social media in the offline marketing mixDavid Clare
Social media integration with offline media involves finding influencers online that your audience listens to, clear measurement of campaign results, and identifying where your stakeholders are online in order to focus your efforts. Tools can help identify influencers, measure results, and listen to conversations. Successful integration requires building an online presence on key channels, listening to audiences, and preparing for potential issues.
Differentiating In An Undifferentiated IndustryRod Brooks
This document discusses the marketing strategy and initiatives of PEMCO Insurance. It notes that PEMCO aims to differentiate itself in an undifferentiated industry by focusing on building strong local community relationships and empowering customers and agents to promote the brand through word-of-mouth marketing. Some key tactics mentioned include sponsoring numerous local events, empowering employees to support local causes, leveraging local retailers and services to promote shared community interests, and facilitating customer and agent engagement through service-oriented initiatives to generate positive conversations about the brand.
My presentation material when I spoke at a Regional Economic Development Forum, endorsed by UNDP (United Nations Development Program), Vienna, Austria. February 2011.
My topic "Regional Branding" was meant to provide a introduction with background theories on brand-building, and how countries (and their stakeholders) need to think of themselves as a Brand. Where the goal for every country is ideally three-fold: Position itself as a Unique Destination, as a Nation Brand that can attract; 1. Tourism, 2. Trade, and 3. Investment.
This document discusses personal branding as a career strategy. It defines personal branding as developing an identity and image that differentiates yourself from others in your field. The key points made are:
1) Personal branding involves creating your own "brand" by determining your unique value proposition, developing a consistent message, and establishing a network to promote yourself.
2) Elements of personal branding include crafting a mission statement, defining your skills and experiences, and maintaining your brand through ongoing career development and networking.
3) Maintaining your personal brand over time involves periodically evaluating whether you are on track with your goals and enhancing your career development through new skills or relationships.
1. The document discusses creating a powerful story and brand through marketing, public relations, advertising, and branding. It emphasizes understanding customers, defining your quality and experience, and having a consistent identity and behavior across touchpoints.
2. Several strategies are outlined for building a brand including insights research, defining your offering, focusing on the customer experience, and activating across communication channels both online and offline.
3. It stresses that your brand must be represented by what your employees truly believe in and how they behave, with a focus on customer service, quality, and innovation.
This document discusses the importance of personal branding, especially in today's economy. It outlines a three stage process for developing a strong personal brand: 1) Believe in your brand by discovering your authentic self, 2) Become your brand by creating goals and defining your brand attributes, and 3) Be your brand by living your brand values. The document provides tips for taking action to start branding yourself, such as getting a professional headshot, assessing your online identity, buying your name as a domain, and engaging on social media. It emphasizes that your personal brand is how others see you based on your online presence and story.
This document discusses the importance of brand purpose. It begins with background on brands, noting that most brands identify a product while few are truly relevant by being purpose-driven. It then defines brand purpose as the reason something exists at the intersection of what a company is good at, passionate about, and solving problems for. The document outlines how to enliven a brand purpose by locating the north star, leveraging empathy, rallying stakeholders, and taking a stand on issues. It provides examples and statistics showing that purpose drives purchasing decisions and competitiveness.
How to Interact With the Right CustomersNate Smith
Your brand has a specific archetype that influences your message both internally and externally. It also influences how your brand gains and interacts with customers. In the webinar, we focus on the following:
What is a brand voice?
What are you saying and how are you saying it?
How your brand archetype can grow your business
Is it interacting with the right customers?
The document provides guidance on how to generate positive word of mouth for a brand. It discusses how consumers are more discriminating with their time and seek out opinions from others. The key is to create experiences that are meaningful and salient for consumers so that they are inclined to talk about the brand. The document recommends utilizing the eight engines of conversational capital, which include rituals, myths, icons, and tribalism, to amplify consumers' experiences with a brand. This helps make the brand part of consumers' conversations and increases its value through positive word of mouth recommendations.
Presentation I gave at the October She Says UK Event - Topic: How to be a Trendspotter
If you can't always control trends, then why not make them useful!
Here I talk about two ways we can make trends work for us.
http://shesaysus.com/events/how-to-be-a-trendspotter/
Steve Kozak helps nonprofits learn what are best practices for establishing a brand identity. From the right colors to the right voice, a brand is a promise. Presentation from the 2014 Cleveland Nonprofit Marketing Summit.
This document discusses the importance of building a strong brand and outlines the key components involved. It defines a brand as encapsulating all that a company is and defining its place in the world. An effective brand has a foundation, visuals, voice and promise that together create meaningful and lasting relationships with consumers. The document recommends starting with developing a strong brand foundation by identifying the brand persona, values, benefits and promise to guide all branding strategies and ensure consistent delivery on the brand message.
The document discusses the branding of a new sports and entertainment agency called PTDF Sports/Entertainment Teaching & Representation. It explains that the agency name comes from the initials of the founder and his late cousin, and represents their goal of teaching and representation. The document also discusses the agency's logo, which is a work in progress, and values of empowering clients through education and transparency. The proposed tagline is "We will teach you what our competitors don’t want you to know!"
The document discusses the branding of a new sports and entertainment agency called PTDF Sports/Entertainment Teaching & Representation. It explains that the agency name comes from the initials of the founder and his late cousin, and represents their goal of teaching and representation. The document also discusses the agency's logo, which is a work in progress, and values of empowering clients through education and transparency. The proposed tagline is "We will teach you what our competitors don’t want you to know!"
This document discusses strategies for internationalizing (I18N) product brands. It begins by outlining some of the cultural challenges faced when expanding a brand globally. Next, it explores reconciling global vs local models, with considerations around centralized vs decentralized authoring and management. Key ingredients for successful global brands are discussed, like designing functionality for local needs and adapting logos, colors and messaging to be universally understood. The document advocates taking a "glocal" approach, thinking locally but acting globally by defining global specs while modifying products for local segmentation. The overall goal is to foster cross-cultural understanding and connection between brands and consumers worldwide.
The document discusses how a brand is no longer defined solely by the organization, but rather by the perceptions, experiences, and interactions of all stakeholders both inside and outside the organization. It emphasizes the importance of listening to employee and customer feedback to understand how the brand is perceived in order to align communications and build trust between the organization, its employees, and customers. The consulting firm Vocii is introduced as helping organizations develop holistic branding strategies from the inside out through communication and collaboration across departments to bring clarity to the brand voice.
NIMA2024 | De toegevoegde waarde van DEI en ESG in campagnes | Nathalie Lam |...BBPMedia1
Nathalie zal delen hoe DEI en ESG een fundamentele rol kunnen spelen in je merkstrategie en je de juiste aansluiting kan creëren met je doelgroep. Door middel van voorbeelden en simpele handvatten toont ze hoe dit in jouw organisatie toegepast kan worden.
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𝐔𝐧𝐯𝐞𝐢𝐥 𝐭𝐡𝐞 𝐅𝐮𝐭𝐮𝐫𝐞 𝐨𝐟 𝐄𝐧𝐞𝐫𝐠𝐲 𝐄𝐟𝐟𝐢𝐜𝐢𝐞𝐧𝐜𝐲 𝐰𝐢𝐭𝐡 𝐍𝐄𝐖𝐍𝐓𝐈𝐃𝐄’𝐬 𝐋𝐚𝐭𝐞𝐬𝐭 𝐎𝐟𝐟𝐞𝐫𝐢𝐧𝐠𝐬
Explore the details in our newly released product manual, which showcases NEWNTIDE's advanced heat pump technologies. Delve into our energy-efficient and eco-friendly solutions tailored for diverse global markets.
Ellen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women MagazineCIOWomenMagazine
In this article, we will dive into the extraordinary life of Ellen Burstyn, where the curtains rise on a story that's far more attractive than any script.
During the budget session of 2024-25, the finance minister, Nirmala Sitharaman, introduced the “solar Rooftop scheme,” also known as “PM Surya Ghar Muft Bijli Yojana.” It is a subsidy offered to those who wish to put up solar panels in their homes using domestic power systems. Additionally, adopting photovoltaic technology at home allows you to lower your monthly electricity expenses. Today in this blog we will talk all about what is the PM Surya Ghar Muft Bijli Yojana. How does it work? Who is eligible for this yojana and all the other things related to this scheme?
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Tired of chasing down expiring contracts and drowning in paperwork? Mastering contract management can significantly enhance your business efficiency and productivity. This guide unveils expert secrets to streamline your contract management process. Learn how to save time, minimize risk, and achieve effortless contract management.
6. The Truth About Branding
The Consumer gets
Branding simply because
they buy into it.
7. The Truth About Branding
Consumers are loyal to brands because:
• they enjoy the customer experience
• they trust the brand and what it stands for
• they can engage with the brand on all levels and know they will have
the same consistent conversation.
• they buy into the lifestyle and associations the brand offers
18. It’s not a quick fix.
And it’s not a reaction.
It’s a considered approach.
19. Understand the
love of brand.
Branding is Engagement At Every Level.
It’s the Experience, the Feeling
and The Gut Instinct we get
when we come into contact
with a brand -
20. This is not
a new concept
Some brands have
been telling this story
with their audience for years.
21. The Truth About Branding
These brands can
launch a new
product and know
their customers
will love it.
23. We the communicators are losing control over the
conversation with the consumer.
We are no longer in control of what is said and how
quickly the message is distributed.
27. 1. Build your brand from your business
• Align your business objectives with your brand strategy
• Don’t make brand decisions in isolation. It is not a marketing activity
• Incorporate branding in every engagement decision
28. 2. Use your brand to facilitate
converstaions
• Encourage two way dialogue with your brand and your customers
• Build a tribe within your marketplace
• Inspire a company culture which is a community not a hierarchy.
29. 3. Build your brand from the inside out
Healthy brands must feel good on the inside to look good on the outside
30. The Truth About Branding
BRANDING FROM THE INSIDE OUT
EMpLOYEES CUSTOMERS
BRAND
REALISATION
pR CO
NS AW
IT LO Ef
NG IT ID AR
NG vI G YA ER ER EN
RI IEIT IN LT EN
A EL Iv Y CE
AT ES
HE B L IO
N
S
RESULTS
Organic Growth
Competitive Advantage
Engaged and Aligned Team
Satisfied and Loyal Customers/Candidates