5 strategies for building a world class brand
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5 STRATEGIES !!BUILDING A WORLD CLASS BRAND !
Julie Cottineau, May 3, 2012!NY XPO for Business!Twitter@jcottin!
Copyright all rights reserved, BrandTwist 2012
MY BACKGROUND
TWITTER/JCOTTIN #NYXPO!
WHAT IS A!
BRAND!REALLY?!
Name! Logo! Ad!
WHAT IS A BRAND?!
TWITTER/JCOTTIN #NYXPO!
“A GREAT BRAND IS !A STORY WELL TOLD”!
TWITTER/JCOTTIN #NYXPO!
MY STORY, PART ONE!
TWITTER/JCOTTIN #NYXPO!
TWITTER/JCOTTIN #NYXPO!
TWITTER/JCOTTIN #NYXPO!
TWITTER/JCOTTIN #NYXPO!
BUILDING YOUR TOOLBOX!
!Answer the questions, send to:!!TWITTER/@JCOTTIN!#NYXPO!Facebook.com/BrandTwist!!P.S. PLAY ALONG THERE WILL BE PRIZES!
5 Strategies!
1. Know what makes your target tick!
DEVELOP A BULL’S EYE TARGET!
TWITTER/JCOTTIN #NYXPO!
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TARGET PERSONIFICATION!
TWITTER/JCOTTIN #NYXPO!
RESPONSE!
WHAT KEEPS YOUR TARGET UP AT NIGHT?! !!@JCOTTIN!#NYXPO!JULIE@BRANDTWIST.COM!
2. Stand for something bigger!!
WHAT CUSTOMERS CAN DO!
Attributes!
Functional !Benefits!
Emotional!Benefits!
Higher order !Benefits!
GREAT BRANDS AIM HIGHER!
WHAT YOU OFFER
HOW THEY FEEL
WHAT THIS ENABLES
TWITTER/JCOTTIN #NYXPO!
IMAGINATION…NOT TECHNOLOGY!
TWITTER/JCOTTIN #NYXPO!
ACHIEVEMENT…NOT ATHLETICS!
TWITTER/JCOTTIN #NYXPO!
“ Whenever I see people ge/ng a bad deal, I want to step in and do something about it. I look for opportuni<es where we can offer something be?er, fresher and more valuable. ”
CONSUMER CHAMPION…NOT PLANES ETC
EASY…NOT OFFICE SUPPLIES!
TWITTER/JCOTTIN #NYXPO!
VISION ALONE IS NOT ENOUGH…YOU NEED TO DELIVER!
TWITTER/JCOTTIN #NYXPO!
RESPONSE!
WHAT’S AT THE TOP OF YOUR BRAND PYRAMID?!!!
@JCOTTIN!#NYXPO!JULIE@BRANDTWIST.COM!!
3. Brand should influence everything !
BRAND IDEA
PEOPLE
MARKETING
SERVICE
INNOVATION
ENVIROMENT
COMMUNICATION
BRAND SHOULD INFLUENCE EVERYTHING!
TWITTER/JCOTTIN #NYXPO!
COMMUNICATION!
TWITTER/JCOTTIN #NYXPO!
LITTLE TOUCHES!
TWITTER/JCOTTIN #NYXPO!
HOW DID AIR TRAVEL BECOME SO BLOODY AWFUL?!!First, they took away the meals. Then, the pretzels. And then, the peanuts. All seven of them. Then, suddenly, those paper pillows got smaller. Along with those “comfort-resistant” blankets. Then, poof, they were gone……That’s not how flying used to be. Flying used to be special. Not long ago people used to get gussied up…..Flying should make you feel like you are a virgin again. (Flying-wise of course.) It should feel new. And on Virgin Atlantic Airways it always will.”
THE FINE PRINT!
TWITTER/JCOTTIN #NYXPO!
ENVIRONMENTS!
TWITTER/JCOTTIN #NYXPO!
EMPLOYEE AMBASSADORS!
TWITTER/JCOTTIN #NYXPO!
SOCIAL CAUSES!
TWITTER/JCOTTIN #NYXPO!
RESPONSE !
IDENTIFY ONE AREA WHERE YOUR BRAND COULD WORK HARDER?!!@JCOTTIN!#NYXPO!JULIE@BRANDTWIST.COM!!
4. Be social, don’t count friends! !
TWITTER/JCOTTIN #NYXPO!
BE BUZZWORTHY!
TWITTER/JCOTTIN #NYXPO!
CONNECT, DON’T MARKET!
CUSTOMER SERVICE AND RECOVERY!
AMPLIFY REAL WORLD EVENTS!
On-sight Tweet-Up
On-site specials and exclusive content
Twitter updates from Richard
Live Feed Videos of Skydivers
BE VISUAL!
JOIN FORCES!
RESPONSE !
IDENTIFY ONE NEW FORM OR NEW USE OF SOCIAL MEDIA FOR YOUR BRAND!!@JCOTTIN!#NYXPO!JULIE@BRANDTWIST.COM!!
5. Add a fresh twist !
TWITTER/JCOTTIN #NYXPO!
MY STORY, PART TWO
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TWITTER/JCOTTIN #NYXPO!
TWITTER/JCOTTIN #NYXPO!
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TWITTER/JCOTTIN #NYXPO!
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TWITTER/JCOTTIN #NYXPO!
TWITTER/JCOTTIN #NYXPO!
INSPIRATIONAL !BRAND!
YOUR BRAND
TWITTER/JCOTTIN #NYXPO!
RESPONSE !
COME UP WITH ONE NEW IDEA FOR YOUR BUSINESS INSPIRED BY ONE OF YOUR FAVORITE BRANDS?!!@JCOTTIN!#NYXPO!JULIE@BRANDTWIST.COM!!
THE 5 STRATEGIES!
1. !Know your target!
2. !Stand for something bigger!
3. !Apply your brand everywhere!
4. !Be social, don’t count friends!
5. ! Add a fresh twist!TWITTER/JCOTTIN #NYXPO!
“A STRONG BRAND IS A
SMALL BUSINESSES’ SECRET WEAPON”!
TWITTER/JCOTTIN #NYXPO!
THANK YOU!!!!!Like BrandTwist on Facebook!and answer at least 1 question@Jcottin!to be eligible for Brand Diagnostic drawing!!!Julie Cottineau!www.BrandTwist.com!Twitter/@Jcottin!!!
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