start-up chile marketing & advertising tribe - session 1
DESCRIPTION
This is the presentation of our today's tribe meeting. Here are the links: Ted - Simon Sinek, How great leaders inspire action: http://www.youtube.com/watch?v=qp0HIF3SfI4, Brand Books: "Santa": http://de.slideshare.net/elenimiliou1/santa-brand-book-by-quietroom and "Skittles": http://urbantaster.com/wp-content/uploads/2011/09/Skittles_brandbook.pdfTRANSCRIPT
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1. SESSION - CREATE A SIMPLE BRAND MODEL
Advertising & Marketing Tribe
EVERY SECOND TUESDAY 2.30PM, CMI
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
![Page 2: Start-up Chile Marketing & Advertising Tribe - Session 1](https://reader034.vdocuments.us/reader034/viewer/2022042713/5453c0cdb1af9f84228b4758/html5/thumbnails/2.jpg)
A short presentation on the need for brand models and a hands on workshop part creating your own one.
1. SESSION – MAY 14 – CREATE A SIMPLE BRAND MODEL
2. SESSION – MAY 28 – HOW TO GET MORE TRAFFIC
3. SESSION – JUNE 11 – CREATE A COMMUNICATION STRATEGY
4. SESSION – JUNE 25 – HOW TO MONITOR YOUR CAMPAIGN
5. SESSION – JULY 9 – CREATIVITY & CONTENT CREATION
6. SESSION – JULY 23 – HOW TO BE GOOD IN SOCIAL MEDIA
Tuesdays, 2.30-3.30, CMI, Santiago Auditorium TIME AND MEETING POINT
Liane & Rob
David
Liane & Rob
Pedro & Liane
Tbd.
Tbd.
Speaker/Moderator
A case study with YoungEntrepreneur's StartUp of the Month: Glampinghub. What they did to get traffic and customers. After: Idea session & sparring with attending Start-ups.
What you need to measure, how you can measure it and how to build a free brand & campaign monitoring tool online.
Why Creativity is important, Examples for creative content, How to get creative content done yourself or by others.
Presentation about the essential parts of a Communication Strategy. After: Sparring on existing strategies from attending Start-ups.
Social Media/Facebook content Strategy, possibilities and tips on great Social Media practice.
OUR SCHEDULE:
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
![Page 3: Start-up Chile Marketing & Advertising Tribe - Session 1](https://reader034.vdocuments.us/reader034/viewer/2022042713/5453c0cdb1af9f84228b4758/html5/thumbnails/3.jpg)
A BRAND MODEL IS A FRAMEWORK TO DEFINE YOUR BRAND IDENTITY
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
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BRAND MODELS COME IN MANY SHAPES…
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
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AS A PLANET
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
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BRAND PLANET
BRAND ATTRIBUTES
BRAND PERSONALITY
BRAND MISSION
BRAND BENEFITS
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
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AS A PYRAMIDE
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
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BRAND PYRAMIDE
FUNCTIONAL EMOTIONAL
BRAND MISSION
BRAND PERSONALITY
BRAND BENEFITS
BRAND FACTS
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
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AS A KEY
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
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BRAND KEY
3. INSIGHT
1. COMPETITIVE ENVIRONMENT 2. TARGET
4. BENEFITS
5. VALUES & PERSONALITY
6. REASONS TO BELIEVE
ESSENCE
7. DISCRIMINATOR
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
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WHAT UNITES THEM IS A BRAND MISSION
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
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WHY DOES A BRAND NEED A MISSION?
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
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h3p://www.youtube.com/watch?v=qp0HIF3SfI4
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LET’S HAVE A LOOK AT SOME EXAMPLES…
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
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DOVE’S MISSION IS TO INCREASE WOMEN’S SELF–ESTEEM.
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
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PAMPER’S MISSION IS TO SUPPORT BABY-DEVELOPMENT.
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
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NIKE’S MISSION IS TO LEVERAGE YOUR ATHLETIC POTENTIAL.
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
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1ST TASK: WHAT’S YOUR BRAND MISSION?
5 MINUTES
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
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BRAND MISSION What the brands wants to achieve
and improve in people‘s lives.
GOOD BRAND MODELS HAVE MORE PARTS:
BRAND PERSONALITY The unique characteristics of how
the brands talks to the world.
CORE COMPETENCES The core competences the brand
has to offer.
CORE TARGET The group of people the brand
wants to convince first.
BRAND BENEFITS Emotional and functional benefits
that the brand offers.
REASON TO BELIEVE The reasons and facts to believe
the benefits of the brand.
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
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BRAND MISSION Help more people to do more good
BRAND PERSONALITY clever, easy going, funny
CORE COMPETENCES Search, Selection, Volunteer Travel
CORE TARGET Purpose driven travellers. Whether students, white collars or retirees, they all want to give
back and do something good.
FUNCTIONAL BENEFITS Easily find, book and rate your
ideal volunteer trip.
REASON TO BELIEVE Funded by Start-up Chile, a
government accelerator program
EXAMPLE: MEWE.CO
EMOTIONAL BENEFITS Trustworthyness, reliability and
facilitation.
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
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2ND TASK: NOW IT’S YOUR TURN
10 MINUTES
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
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MISSION
COMPETENCE
CORE TARGET
REASON TO BELIEVE
EMOTIONAL BENEFIT RATIONAL BENEFIT
PERSONALITY
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10 MINUTES
3ND TASK: LET’S FEEDBACK EACH OTHER
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
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CREATING A STRONG BRAND CREATES VALUE:
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
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IT’S THE BASE TO CREATE RELEVANT PRODUCTS
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
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WITH A STRONG BRAND YOU CAN DIFFERENTIATE YOURSELF.
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
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YOU CAN INCREASE LOYALTY
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
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YOU CAN JUSTIFY A HIGHER PRICE.
$US 1,960
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
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YOUR BRAND MODEL IS THE FIRST STEP IN THIS DIRECTION
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
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YOU CAN CREATE A BRAND BOOK/COMMUNICATION GUIDELINES WITH IT.
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
EXAMPLE: SKITTLES
EXAMPLE: SANTA
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YOU CAN GIVE IT TO NEW EMPLOYEES AND PARTNERS
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
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YOU CAN STICK IT ON YOUR WALL
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
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A short presentation on the need for brand models and a hands on workshop part creating your own one.
1. SESSION – MAY 14 – CREATE A SIMPLE BRAND MODEL
2. SESSION – MAY 28 – HOW TO GET MORE TRAFFIC
3. SESSION – JUNE 11 – CREATE A COMMUNICATION STRATEGY
4. SESSION – JUNE 25 – HOW TO MONITOR YOUR CAMPAIGN
5. SESSION – JULY 9 – CREATIVITY & CONTENT CREATION
6. SESSION – JULY 23 – HOW TO BE GOOD IN SOCIAL MEDIA
Tuesdays, 2.30-3.30, CMI, Santiago Auditorium TIME AND MEETING POINT
Liane & Rob
David
Liane & Rob
Pedro & Liane
Tbd.
Tbd.
Speaker/Moderator
A case study with YoungEntrepreneur's StartUp of the Month: Glampinghub. What they did to get traffic and customers. After: Idea session & sparring with attending Start-ups.
What you need to measure, how you can measure it and how to build a free brand & campaign monitoring tool online.
Why Creativity is important, Examples for creative content, How to get creative content done yourself or by others.
Presentation about the essential parts of a Communication Strategy. After: Sparring on existing strategies from attending Start-ups.
Social Media/Facebook content Strategy, possibilities and tips on great Social Media practice.
OUR SCHEDULE:
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
![Page 34: Start-up Chile Marketing & Advertising Tribe - Session 1](https://reader034.vdocuments.us/reader034/viewer/2022042713/5453c0cdb1af9f84228b4758/html5/thumbnails/34.jpg)