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Legacy Brands ALI Conference Toronto April 22 2015

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Legacy Brands ALI Conference Toronto April 22 2015

  1. 1. MANAGING LEGACY BRANDS @stevevirtue MANAGING LEGACY BRANDS
  2. 2. @stevevirtue ZOMBIE BRAND derelict wandering disengaged
  3. 3. A B I T A B O U T M E @stevevirtue
  4. 4. B U S I N E S S C A R D P H I L O S O P H Y @stevevirtue
  5. 5. Money Time Experience Before We Start @stevevirtue
  6. 6. @stevevirtue
  7. 7. “That logo was created using a contest. We only had a few entries, and that was the one we hated the least.” @stevevirtue ZOMBIE BRAND
  8. 8. @stevevirtue ZOMBIE BRAND web pubs social ?
  9. 9. ZOMBIE BRAND brand strategy it’s the experience your clients have with your organization. the strategy defines what you stand for. It is a promise you make. your logo isn’t your brand includes logo, typography colour palette, photography but these are only the creative expressions of your brand. your brand lives in every day-to-day interaction you have with your customers/clients/members: The way you engage staff and your consumers marketingmo.com and many others @stevevirtue
  10. 10. “it’s what they say about you when you’re not in the room” L. Jacobson B R A N D I N G @stevevirtue
  11. 11. I S T H I S A H O B B Y ? O R A B U S I N E S S I M P E R AT I V E @stevevirtue
  12. 12. G E T E N G A G E M E N T R I G H T, F R O M T H E S TA RT Process Approval Scope Know what the full extent of the project Design for engagement, not outcome Ensure you know who has final sign-off @stevevirtue D E V E L O P A P L A N B E F O R E Y O U B E G I N
  13. 13. 10,000 members 200+ volunteers 48 board 21 staff40+ ext interviews 12 past presidents @stevevirtue Engagement Process
  14. 14. Use a variety of tactics to engage key stakeholders online survey email campaigns presentations social media phone interviews 1 on 1 interviews workshops If you think you've done enough engagement, do more. @stevevirtue Engagement Process
  15. 15. We are professionals in a science and technology-based industry.
 We are passionate about what we do and why we do it. We are stewards of resources and the places they are found. We are an industry built on risk and rewards. 
 We believe in change and progress in our industry. Brand Outcomes Be an authority on the industry using research- based evidence. 
 Be about people, their quality of work and life and then economics, technology and science. 
 Be respectful to our profession, our partners, our planet. 
 Be future-facing and bold. Be flexible, optimistic and open to challenges. Brand Positioning Operationalizing the Brand @stevevirtue
  16. 16. C O M M U N I C AT I O N S O U T C O M E S Print Social Web our retail environment demographics of touch & feel engaging new audiences @stevevirtue
  17. 17. Visual Identity @stevevirtue
  18. 18. Visual Identity @stevevirtue
  19. 19. @stevevirtue
  20. 20. @stevevirtue
  21. 21. @stevevirtue
  22. 22. @stevevirtue
  23. 23. 2,300 3,620 9,000 100,000* Engage your audience when & how they want @stevevirtue Social Engagement
  24. 24. Help people feel comfortable with what you're doing and that you’re leading this process Use engagement as a learning opportunity Start slow - remember that not everyone has the same understanding or knowledge @stevevirtue 3 Rules for Success
  25. 25. svirtue@rogers.com about.me/stevevirtue @stevevirtue

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