creating a brand persona
DESCRIPTION
Brand loyalty can be the difference between your business flourishing within the turbulence of fluctuating world economies and failure. Learn practical and strategic ways to elevate your company as a branded business; building preference and loyalty with your customers. We will discuss the essential steps and tools on how to represent yourself and your company with a single and clear voice, as well as ways to evolve that brand as your business grows.TRANSCRIPT
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MARKETING YOURSELF AS A B!ND &DISCOVERING YOUR B!ND PERSONA
Jason LevineExecutive Director
David O’HigginsExecutive Creative Director
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MEET HUNTER(MY FORMER BOSS IN 1999)
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WHAT MADE HUNTER, HUNTER?
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HUNTER’S B!ND PERSONA
• GERMAN TECHNO!TI
• HIP TREND SE"ER
• SMART WITH PRECISION
1 + 1 + 1 = 0
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MEET SAM(MY FORMER BOSS IN 1992)
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WHAT MADE SAM, SAM?
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SAM’S B!ND PERSONA
• COMPUTER FLUENT
• LAID BACK
• KIND
0 + 0 + 0 = 0
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WHERE DID THEY GO WRONG?
O N E M U S T D I S C O V E RT H E I R B R A N D P E R S O N A
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A brand persona lies at the heart of one’s business.
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A BR AND PER SONA CREATES DIFFERENTIATION
• Peet’s Coffee• Tully’s• Seattle’s Best• Starbucks• Bean & Tea Leaf• Dunkin Donuts• Coffee Beanery• Dunn Bros.• Caribou Coffee• Tim Horton’s
• McDonald’s• Dairy Queen• Sonic Burger• In-n-Out• Burger King• Jack in the Box• Hardy’s• Carl’s Jr.• White Castle• Arby’s
• Anheuser-Busch• Budweiser• Miller• Heinekin• Stella Artois• Corona• Red Hook• Red Stripe• Pabst• Sierra Nevada
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A BR AND PER SONA CREATES DIFFERENTIATION
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“I’ve never been particularly good at numbers, but I think I’ve done a reasonable job with feelings. I’m convinced that it is feelings, and feelings alone, that account for the success of the Virgin brand and all its myriad forms.”
-Richard Branson
A BR AND PER SONA CONNECTS WITH OTHERS
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B!ND IS NOT A LOGO
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B!ND IS NOT A TAGLINE
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B!ND IS NOT A PRODUCT
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BRAND IS A RELATIONSHIP
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Brand Experience Creates A Positive Emotional Connectivity Between Business And Customer
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http://www.dukenews.duke.edu/2008/03/apple_ibm.html
“Whether you are a Mac person or a PC
person, even the briefest exposure to the
Apple logo may make you behave more
creatively, according to recent research
from Duke University”
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B!ND IS A PERCEPTION IN THE MIND OF YOUR CUSTOMER THAT IS RELEVANT WITH WHO YOU ARE AND WHAT YOU DO
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B!ND FACET ONE
Jet Blue = Anxiety Management
HAVE A POINT OF VIEW
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FINDING YOUR POINT OF VIEW:
• WHO ARE YOU?
• WHAT DO YOU DO?
• WHY DOES IT MA"ER?
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AlphaGraphics = Customer First
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be obsessive about your presentation
B!ND FACET TWO
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DECIDING ON YOUR PRESENTATION
Perfect Pixels Offices Choice One
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DECIDING ON YOUR PRESENTATION
Perfect Pixels Offices Choice Two
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EASY WAYS TO LOOK THE PART (IF YOU ARE NOT QUITE THERE YET)
voicemail and phone forwardingwww.gotvmail.com
web-based faxing and receivingwww.rapidfax.com
conference phone linewww.budgetconferencing.com
collaboration www.conceptshare.com
project managementwww.basecamp.com
screen sharingwww.yuuguu.com
video conferencing & int’l callswww.skype.com
quick-updates to your contactswww.twitter.com
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UNDERSTAND YOUR AUDIENCE.
Paul Bennet at Ideo http://www.youtube.com/watch?v=7g0O003kufA
B!ND FACET THREE
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Age & Gender Personalization for WildTangent
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B!ND FACET FOUR
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J e w i s h F a m i l y S e r v i c e j f sT h e C i r c l e o f G i v i n g jfs j f s
J e w i s h F a m i l y S e r v i c e
T h e C i r c l e o f G i v i n g
jfs
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m e d i a g r o u p
CREATING BRAND SIGNIFICANCE
m e d i a g r o u p
CREATING BRAND SIGNIFICANCE