Port branding

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Keynote presentation by senior image consultant Stef Verbeeck of Verbeeck+Ujvari, about efficient branding for European Sea Ports. Presented on the ESPO 2011 conference in Limassol, Cyprus.

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Port branding

  1. 1. port<br />branding<br />
  2. 2. before<br />
  3. 3. today<br />
  4. 4. strategical evolution<br /><ul><li> infrastructural development
  5. 5. intensified competition
  6. 6. wider range of services
  7. 7. emerging new markets
  8. 8. technological improvements</li></li></ul><li>brand evolution<br />
  9. 9. before<br />today<br /> messages<br /> saying<br /> simplicity<br /> audiences<br /> transactions<br /> conversations<br /> listening<br /> multimedia<br /> customized<br /> relationships<br />
  10. 10. GOOD PRACTICES<br />
  11. 11. stand out from the crowd<br />
  12. 12. marketing<br />identity<br />strategy<br />print<br />web<br />advertising<br />environmental<br />clothing<br />lettering<br />social media<br />SEO<br />logo<br />images<br />color<br />sound<br />typography<br />shapes<br />name<br />message<br />brand<br />brand strategy<br />
  13. 13.
  14. 14. strategy<br />Coca-Cola = happiness<br />
  15. 15. identity<br />
  16. 16. marketing<br />
  17. 17. {<br />brand ≠ what you say it is<br />brand = what they say it is<br />(you merely influence it)<br />
  18. 18. promise the cherry on top<br />
  19. 19. value determination<br />
  20. 20.
  21. 21. clients<br />govern-<br />ment<br />brand<br />stake<br />holders<br />
  22. 22. breaking your promise<br />devalues your brand<br />
  23. 23. aim for loyalty<br />
  24. 24. {<br />branding ≠combat<br />branding =courtship<br />
  25. 25. consistency is key<br />
  26. 26.
  27. 27.
  28. 28.
  29. 29. a brand is not owned by<br />the marketing department<br />
  30. 30. ADDED VALUE SELLS<br />
  31. 31. Stef Verbeeck<br />stef@verbeeck-ujvari.be<br />@stefverbeeck<br />

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