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#ConfluenceCon @danaditomaso#ConfluenceCon @danaditomaso
YES, YOU CAN MAKE BRAND STRATEGY HAPPENDANA DITOMASO
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#ConfluenceCon @danaditomaso#ConfluenceCon @danaditomaso
What is your brand?
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#ConfluenceCon @danaditomaso
It’s more than marketing.
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#ConfluenceCon @danaditomaso
![Page 5: Yes, You Can Make Brand Strategy Happen (#ConfluenceCon 2015)](https://reader035.vdocuments.us/reader035/viewer/2022062523/587018331a28ab7f428b5e65/html5/thumbnails/5.jpg)
#ConfluenceCon @danaditomaso
Humans like consistency.
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#ConfluenceCon @danaditomaso#ConfluenceCon @danaditomaso
Marketing workswhen it feels right.
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#ConfluenceCon @danaditomaso
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#ConfluenceCon @danaditomaso#ConfluenceCon @danaditomaso
Your brand is your promise.
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#ConfluenceCon @danaditomaso
You have other priorities, right?
![Page 10: Yes, You Can Make Brand Strategy Happen (#ConfluenceCon 2015)](https://reader035.vdocuments.us/reader035/viewer/2022062523/587018331a28ab7f428b5e65/html5/thumbnails/10.jpg)
#ConfluenceCon @danaditomaso#ConfluenceCon @danaditomaso
Brand strategy drives ROI.
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#ConfluenceCon @danaditomaso
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#ConfluenceCon @danaditomaso
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#ConfluenceCon @danaditomaso
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#ConfluenceCon @danaditomaso#ConfluenceCon @danaditomaso
Let’s get started.
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#ConfluenceCon @danaditomaso
Start with your core values.
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#ConfluenceCon @danaditomaso
Imagine your companyas a person.
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#ConfluenceCon @danaditomaso
HonestKnowledgeable
PragmaticOpen
Engaging
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#ConfluenceCon @danaditomaso
Why did this process fail before?
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#ConfluenceCon @danaditomaso
The brand is / the brand is not.
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#ConfluenceCon @danaditomaso
Currently the brand is: romantic and airy.
In the near future, the brand may be: elegant and elite.
The brand is not: cheap or tacky.
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#ConfluenceCon @danaditomaso
Define voice and tone.
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#ConfluenceCon @danaditomaso#ConfluenceCon @danaditomaso
Brand strategy is more than just brand voice.
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#ConfluenceCon @danaditomaso
![Page 24: Yes, You Can Make Brand Strategy Happen (#ConfluenceCon 2015)](https://reader035.vdocuments.us/reader035/viewer/2022062523/587018331a28ab7f428b5e65/html5/thumbnails/24.jpg)
#ConfluenceCon @danaditomaso
Keep it simple!
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#ConfluenceCon @danaditomaso
Make a living document.
![Page 26: Yes, You Can Make Brand Strategy Happen (#ConfluenceCon 2015)](https://reader035.vdocuments.us/reader035/viewer/2022062523/587018331a28ab7f428b5e65/html5/thumbnails/26.jpg)
#ConfluenceCon @danaditomaso#ConfluenceCon @danaditomaso
How to sell your client.
![Page 27: Yes, You Can Make Brand Strategy Happen (#ConfluenceCon 2015)](https://reader035.vdocuments.us/reader035/viewer/2022062523/587018331a28ab7f428b5e65/html5/thumbnails/27.jpg)
#ConfluenceCon @danaditomaso#ConfluenceCon @danaditomaso
How to sell your boss.
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#ConfluenceCon @danaditomaso
Small companies are founder-driven.
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#ConfluenceCon @danaditomaso
Big companies need direction.
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#ConfluenceCon @danaditomaso
Without brand strategy,you can stagnate.
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#ConfluenceCon @danaditomaso
What separates you from your competitors?
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#ConfluenceCon @danaditomaso
Losing customers due to bad brand alignment?
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#ConfluenceCon @danaditomaso
Service dealing with angry customers?
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#ConfluenceCon @danaditomaso
Co-workers who aren’t “team players”?
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#ConfluenceCon @danaditomaso
Marketing without purpose?
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#ConfluenceCon @danaditomaso#ConfluenceCon @danaditomaso
Brand strategy fixes these things (and
more).
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#ConfluenceCon @danaditomaso#ConfluenceCon @danaditomaso
THANK YOU!