brand significance - manmeet
TRANSCRIPT
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Understanding Your Brand Name
What is a brand?
- familiar: we immediately recognize the brand
- preferable: give a choice we select the brand
- dependable: we trust products using the brand
- valued: we willing pay more for the brand
- extendable: we buy new products under the
brand name
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Rejection
Non-Recognition
Association/
Recognition
Preference
Insistence
Levels of Brand
Familiarity
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People have brand names as well. You are known for certain things
and not known for other things. From the day someone first hears
about your community, you are establishing a brand name. What is
your brand name?
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The more you understand your brand name, the more
successful your community
Your
perception
Others
perceptions
Others
perceptions
No understanding Good understanding
Your
perception
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Brands allow or preclude you from succeeding and
getting credit for what you do
Brand name What it implies within your
community
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- Whats your niche?
- Is this the right time, right place, right audience?
- Complete a SWOT analysis
Creating Citizen Value
Marketing Your Value
Distinguish your idea
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Marketing Your Value
Strengths: What makes this idea especially good?
Creating Citizen Value
Weaknesses: What are theproblems with the idea?
Opportunities: What are the advantages of the idea?
Threats: What is wrong with the status quo? Why now?
SWOT
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Understanding Your Community
StrengthsStrengths Weaknesses
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Create A Need
Have A Plan
Show Benefits
What HappensIf We Dont Adopt
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Do a competitor analysis
Creating Citizen Value
Marketing Your Value
Who are our competitors?
Other governmental units?
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Non-governmental units?
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Creating Citizen Value
Marketing Your Value
- How is what you offerdifferent fromwhat others offer?
- What are the advantages and
disadvantages of various alternatives?
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Because of _______ you can _______ which
means ________
Creating Citizen Value
Features are different from benefits
Marketing Your Value
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- Labels become the shorthand for your idea
- Get people to use your label
Creating Citizen Value
Labeling is a key skill
Marketing Your Value
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Creating Citizen Value
Create an image
Marketing Your Value
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- Who is your audience?
- What matters to your audience about the idea?
- Always remember the key concern:
Creating Citizen Value
Stay centered on youraudience
Whats in it for me?
Marketing Your Value
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Match YourProposal to Decision-Makers Needs and Wants
Community Reputation
Personal Financial Issues
Efficiency IndividualStatus/Power
Relationship Enhancement
Productivity Safety/Security
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Abasic maxim:
Creating Citizen Value
Marketing Your Value
People seekrewards and avoidpunishments.
Find things in your idea that offerpleasure to
others or allow them to avoidpain.
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Leverage support
Creating Citizen Value
Marketing Your Value
- Whom do your ideas depend upon?
(yourdependencies)
- whose cooperation do you need?
- whose compliance do you need?- what opposition would stop me?
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- How can I leverage these people?
Creating Citizen Value
Marketing Your Value
- what would make them want to offer support?
- what sorts ofpowerdo I have over them?
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- Am I credible?
Creating Citizen Value
Marketing Your Value
- credibility = (trust X influence)
- trust = (character X competence)
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Create demand
Creating Citizen Value
Marketing Your Value
Y
ou always have a choice:push vs.pull
push: you convince them they need it
pull: they believe they need it so they seek it out
What do the booksellers of the 1920s, the grocery
business of the 1930s and Arm & Hammer baking
soda have in common?
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Seek out interests that underlie positions
Oftentimes when people say they want
something, when they complain about
something or someone, when they get
argumentative, there are underlying reasons
for what they are saying. These are their
Interests. Smart people focus on the
interests of others rather than their explicit
positions
Creating Citizen Value
Marketing Your Value
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Position Possible Interests
I want a raise
You are absolutelywrong
Why dont you listen
to me?
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- Principle of alternatives
- Principle of effort
- Principle of rewards
- Principle of publicness- Principle of activity
- Principle of competency
Creating Citizen Value
Marketing Your Value
Build A Sense of Ownership in Government