create a winning inbound brand by tiffany sauder
Post on 19-Nov-2014
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How to build an Inbound Brand that wins every timeTiffany Sauder
@TiffanySauder
President of Element Three
THUMP
A. Hire a highly competent, exceptionally smart 20-something that doesn’t know inbound marketing and teach them
B. Hire an Inbound Marketing hot-shot-know-it-all that won’t stop talking
Hubspot would rather…
Hubspot would rather…
A. Hire a highly competent, exceptionally smart 20-something that doesn’t know inbound marketing and teach them
B. Hire an Inbound Marketing hot-shot-know-it-all that won’t stop talking
HOW WOULD
HUBSPOT RESPOND
IF AN EMPLOYEE
SENT OUT A TWEET
THAT WAS HIGHLY
INAPPROPRIATE?
a. Try to cover it up
b. Own it
HOW WOULD HUBSPOT RESPOND IF AN EMPLOYEE SENT OUT A TWEET THAT WAS HIGHLY INAPPROPRIATE?
a. Try to cover it up
b. Own it
A. Not show up for a presentation because he forgot an extra set of clothes and is worried about looking perfect
B. Wear yesterday’s clothes and show up on time
Brian Halligan is more likely to:
A. Not show up for a presentation because he forgot an extra set of clothes and is worried about looking perfect
B. Wear yesterday’s clothes and show up on time
Brian Halligan is more likely to:
Walking through the halls of HubSpot you are more likely to hear:
a. Try it, but don’t F*&k it upb. Book conference room D for
3 days so we can discuss every detail
Walking through the halls of HubSpot you are more likely to hear:
a. Try it, but don’t F*&k it upb. Book conference room D for
3 days so we can discuss every detail
A. Give away lots of discounted tickets to Inbound to make this the biggest gathering of Inbound marketers in the world and create an awesome experience for all
B. Not discount a single ticket because they want to make sure everyone who attends is completely committed to Inbound and has a stockpile of cash to spend
Hubspot is more likely to
ICON
A. Give away lots of discounted tickets to Inbound to make this the biggest gathering of Inbound marketers in the world and create an awesome experience for all
B. Not discount a single ticket because they want to make sure everyone who attends is completely committed to Inbound and has a stockpile of cash to spend
Hubspot is more likely to
WHAT COULD GO WRONG?
ELEMENT THREE
HQ in Indianapolis
30 Employees
2012 Agency of the Year
Platinum Partner
5 GUIDING BRAND PRINCIPLES
For Inbound-y Marketers
The Brand is the Product.“-Lee Clow
IT’S NOT WHAT YOU DO, IT’S HOW YOU HELP.
WHAT THEY DO HOW THEY HELP
Accounting & Financial Support A Crystal Ball to CEOs
Posh Retirement Living Excitement for the Future
Luxury RVs Access to an Elite Lifestyle
Inspection Services Peace of Mind
Sand, sea and sun A feeling of being totally alive
Watch Video:Marcus Buckingham Regarding Authenticity
Your brand is like a person.“— Marcus
Buckingham
I’d rather be first than perfect.“
-Howard Schultz, CEO of Starbucks
“Know what you’re driving toward.
HOW DO WE DO IT?
Let’s take a look at some tools
t @TiffanySauder
DISCOVERY SESSION: inside out Discover internal
vision, culture, beliefs
Converge on unique claim of distinction
Baseline used to compare perceptions of external audiences
AUDIENCE RESEARCH: outside in Uncovers powerful
emotional and rational brand connections and perceptions of external audience(s)
Offers comparison point with internal vision and communications
Creates insights into why audiences choose your brand over others
Sets up underpinnings of brand assets to be developed
t @TiffanySauder
COMMUNICATIONS AUDIT: what the marketplace sees & hears Review historical
and current literature and online presence (2 years)
Gauge for how consistent internal message is/ isn’t
Uncover where brand assets lie that can be carried forward
Key themes emphasized
What’s been done
How does Brand influence the decisions we make as Inbound Marketers?
(Most brands) want to be all things to all people. They want their brand to be a male brand and a female brand. An upper-crust brand and a plebeian brand. And in their greed they almost always end up with a brand which has no personality of any kind—a wishy washy neuter brand.
-David OgilvyThe Unpublished David Ogilvy
“
DO YOU KNOW YOUR ONE
THING?
t @TiffanySauder
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