Brand Fever Founder & CEO Vicky Jones opens Vistage All City 2013 Atlanta with a discussion on what makes brands differentiate themselves in the marketplace. The answer? Passionate brand storytelling, brand ambassadors, and the all-important human element.

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UPS Trade Show Messaging & Graphic Standards Manual
Vistage All-City 2013
AUGUST 27, 2013

2. HELLO
Vicky Jones
PRESIDENT, BRANDFEVER

3. we deliver insight-driven
creative excellence
through engaging and
meaningful experiences
online, offline and mobile

4. WE HAVE DEVELOPED BRAND SYSTEMS FOR THE FOLLOWING CLIENTS:

5. WHY ARE WE HERE?

6. HOW DOES A BRAND
SELL ITSELF?

7. Branding exists to
help your customers
differentiate the value you
deliver from other options
in the marketplace.
WHAT IS BRANDING
REALLY ABOUT?
when you really boil it down...

8. Successful brands use…
...to achieve a name for themselves, prove
reputation, and guide the decision-making process.
MARKETING
CONTENT
DISTRIBUTION SOCIAL
MEDIUMS
BRAND
VOICE
DIGITAL
INTERACTION

9. But REALLY
successful brands
define what it is
ONLY THEY do,
that no one else
can do better.
DEFINE THEIR
COMPETITIVE
ADVANTAGE
TOUT IT
AS THEIRS
ALONE
LIVE, EAT
& BREATHE
IT AS AN INTERNAL
CULTURE AND AN
EXTERNAL NAMESAKE

10. Our audiences are constantly being barraged
with images, messages, and pitches.
To become a brand that sells itself, you've
got to build a story that's truly...
and that brand story has to be
relatable, likeable & connectable
authentic
different
bold

11. THE EMOTIONAL BRAND
VALUE FUNNEL SAYS…
Conversion begins
with brand connection.
Stories are the
opportunity to connect.
01. I like this brand
02. I need this brand
03. I am this brand

12. The new breed of value
creation starts with…
INPUT OUTPUT
Understanding
customer needs
Offering value through
the power of your
brand’s own unique
competitive advantage

13. INTENSE LISTENING LEADS TO
INTENSE BRAND VALUE

14. What’s in the mind of
your audience?
They’re concerned with things like:
- minimizing risk
- saving money
- streamlining operations
- delivering convenience
- polishing reputation
Focus intensely on ways you can serve before selling.

15. What does your brand do that
makes their brand better?
Harvard Business Review recently ran an article on this,
calling it “shared value”.
I HELP YOU > YOU HELP ME > EVERYONE WINS
A give-give cycle of dependency is key, because it keeps
them coming back and affectionately trusting the brand.

16. Energizing your existing workforce is critical.
These are brand evangelists you didn’t know you
had, and the best brand advocates you can tap into.
Gain insights on company perspectives >
work to create opportunities for brand
stewardship within.
Employees who are enthusiastic about your
brand are the greatest competitive advantage
you’ve got. They make the brand a living,
breathing entity.
IT’S NOT ENOUGH TO BE
GOOD ON THE OUTSIDE

17. ENGAGE FROM WITHIN
Internal brand activation translates
directly into ignited brand awareness

18. At the same time…
Listening to your changing customer needs is
a minute-by-minute, day-to-day process that
your business depends on.
WHAT CAN YOU DO TO PUT PEOPLE
IN A POSITION TO LISTEN?

19. Creating useful, shareable
content through…
- WHITE PAPERS
- CONTENT RESOURCE “BANK”
- EBOOKS
- INFOGRAPHICS
- MOBILE DOWNLOADS/APPS
All exist to inform, delight, and solve problems.

20. BRANDS WITH A HUMAN TOUCH
LIVE LONGER
THAN THOSE WITHOUT
What red tape or corporate policies are
keeping customers from feeling like
they’ve won when working with you?

21. Invite people
into your
brand through…
…so that they can
own it with you.
STORIES
SALES
SOLUTIONS

22. THANKSfor your time
BRANDFEVER
www.brandfeverinc.com
twitter: @brandfever