developing a remarkable brand (charles lee)
DESCRIPTION
Slides from a seminar about brand innovation. Unfortunately, videos that were shown are not included.TRANSCRIPT
DEVELOPING A REMARKABLE BRAND & ROI !@charlestlee
Why Brand?
Your Brand
Products & Features
Clutter
Information Clutter
Marketing Clutter
Social Clutter
Coffee
Airline
Smartphone
Bookstore Apparel
Search Engine Education
ComputerNon-Profit
Your brand is the gut feeling someone has about your product, service, or
organization.
It’s Not What YOU Say It Is.It’s What THEY Say It Is.
Barriers to
CompetitionBrick & Mortar Factories
Financial Capital
Intellectual Property
Brands
A charismatic brand is a product, service, or organization for which
people believe there’s no substitute. - Marty Neumeier
Charismatic Brands Integrate
What
How
Why
THROUGH DIVERSIFIED
TOUCHPOINTS
WEB
SOCIAL MEDIA
EVENTS
VIDEO
ENVIRONMENT
BRAND EXPERIENCE
ORGANIZATION
VISION
VALUES
MISSION
OBJECTIVES
KEY AUDIENCE
KEY AUDIENCE
KEY AUDIENCE
THROUGH DIVERSIFIED
TOUCHPOINTS
WEB
SOCIAL MEDIA
EVENTS
VIDEO
ENVIRONMENT
BRAND EXPERIENCE
ORGANIZATION
VISION
VALUES
MISSION
OBJECTIVES
MARKETING OBJECTIVES
MARKETING STRATEGY
RESEARCH
MESSAGING
CAMPAIGN FILTER
BRAND ATTRIBUTES
IDENTITY STATEMENT
VOICE
VISUAL IDENTITY
CULTURE
BRAND FILTER
KEY AUDIENCE
KEY AUDIENCE
KEY AUDIENCE
Q’s for Brand Clarity: Who Are You?
What Do You Do? Why Does It Matter?
Who Are You & Who/What Are You Leading?
Brand Attributes
NLC Brand AttributesRelational
Friendly
Warm
Inviting
Welcoming
Relevant
Intentional
Strategic
Awareness
PersonalExperiential
Sensory
Holistic
Passionate
Respected
Caring
Embracing
Respectful
Open
Inclusive
FamilyCommunity
Hospitable
Creative
Artistic
Musical
Worshipful
Empowering Energetic Fellowship
Innovative
Open to Ideas
Missional
Serving
Togetherness
Tribal
Resourceful
DiverseMulti-Cultural
Multi-Generational
Fun
Inclusive
Supportive
Healthy
Holistic
Equipping
Training
Humble
Humble
Non-Judgmental / Grace Environment
ApproachableSarcastic
Experimental
Releasing
Seeing Potential
Refreshing
Honest
Unique
Adventurous
Daring
Fluid
Entrepreneurial
Marketing Objectives
Quantitative & Qualitative
Who Are Your Key Audiences?
ATHLETES & CELEBRITIES
PATIENTEND USER/CONSUMER
DECISION MAKERS
INFLUENCERS
FAMILY & FRIENDS
Key Audience(s) Motivation
!
Distinguishing Feature(s) Benefits to Client(s) Affiliation(s) to Note
CAM
PAIG
N
MES
SAG
E
GENERAL AUDIENCE
TARGETED AUDIENCE
STRENGTHS
OPPORTUNITIES THREATS
WEAKNESSES
HELPFUL
INTE
RN
AL O
RIG
INEX
TER
NAL
OR
IGIN
HINDRANCETO ACHIEVING OBJECTIVES TO ACHIEVING OBJECTIVES
DEVELOPING A REMARKABLE BRAND & ROI !@charlestlee