verbal branding overview 2010
DESCRIPTION
Full overview of a Verbal Branding platform and its impact on selling and operations.TRANSCRIPT
Simultaneous improvement of:
Sales, Culture, and Brand Density
New Branding Applications
Verbal Branding
Ted Levitt: Harvard BS
“Differentiation is one of the most important strategic and tactical activities in which [organizations] must constantly engage.
It is not discretionary.”
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What should keep you awake at night…
Your brandbrand being diminished…
Every day, timestimes…
Every person, timestimes…
Every conversation
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Positioning:
- How different and therefore better than the competition
The Branding GAPGAP !!
- A true spoken application for Brand Positioning
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Verbal Branding is:
Spoken application for brand Spoken application for brand positioningpositioning
Redefined foundation for Redefined foundation for brand developmentbrand development
New platform for simultaneous New platform for simultaneous business impactbusiness impact
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2222
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Conversational Dynamics:
……but firstbut first
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What conversation do you want to have?
• SameSame
• DifferentDifferent
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Because you are either…Because you are either…
Your name: (Stephen Melanson)
- No one cares yet !!
Your category: (Branding Consultant)
- No one cares yet !!
* BTW…are you selling on Category?
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Your name: (Stephen Melanson)
- No one cares yet !!
Your category: (Branding Consultant)
- No one cares yet !!
* BTW…are you selling on Category?
No One No One Cares !!Cares !!
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Your name: (Stephen Melanson)
- No one cares yet !!
Your category: (Branding Consultant)
- No one cares yet !!
* BTW…are you selling on Category?
Selling on Selling on “Category”?“Category”?
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If so, you’re losing opportunities If so, you’re losing opportunities every single dayevery single day
Verbal Branding is:
Spoken application Spoken application for brand for brand positioningpositioning
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Conversational Dynamics:
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Conversational Dynamics:
- MemoryMemory:
“No matter what you do, people will only remember a couple things – PERIODPERIOD!”
* THE SINGLE most important philosophy for Verbal Branding !
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Conversational Dynamics:
- CuriosityCuriosity:
“Creating curiosity through positioning is the first, best step to making a sale and establishing identity.”
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Conversational Dynamics:
- ContextContext:
“Like Gentle Dental, positioning context increases the value of commonly offered products or services.”
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Managing Interactions:
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Most importantMost important to leastto least
Most importantMost important to leastto least
Everything about an organization…
EVERYTHINGEVERYTHING !
A conversation of…
ANY LENGTH !
AllDetails
PyramidPyramid:
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Most importantMost important to leastto least
Most importantMost important to leastto least
Everything about an organization…
EVERYTHING !
A conversation of…
ANY LENGTHANY LENGTH !
AllDetails
PyramidPyramid:
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AllDetails
Different and BetterDifferent and BetterDifferent and BetterDifferent and Better
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AllDetails
Concept 1Concept 1Concept 1Concept 1 Concept 2Concept 2Concept 2Concept 2
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AllDetails
5 Seconds5 Seconds5 Seconds5 SecondsConcept 1Concept 1Concept 1Concept 1 Concept 2Concept 2Concept 2Concept 2
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AllDetails
5 Seconds5 Seconds5 Seconds5 SecondsConcept 1Concept 1Concept 1Concept 1 Concept 2Concept 2Concept 2Concept 2
No Elevator No Elevator Pitch AllowedPitch Allowed
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AllDetails
Answer Answer CuriosityCuriosity
Answer Answer CuriosityCuriosity 3 Minutes3 Minutes 3 Minutes3 Minutes
Concept 1Concept 1Concept 1Concept 1 Concept 2Concept 2Concept 2Concept 2
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AllDetails
2 Hours2 Hours 2 Hours2 HoursCapability Capability MeetingMeeting
Capability Capability MeetingMeeting
Concept 1Concept 1Concept 1Concept 1 Concept 2Concept 2Concept 2Concept 2
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Details are important if they relate to your differentiation…
Or they aren’t important !!
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AllDetails
Concept 1Concept 1Concept 1Concept 1 Concept 2Concept 2Concept 2Concept 2
Different & Different & Better !Better !
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Misc. Misc. DetailsDetails
Misc. Misc. DetailsDetails
Some spectacular news!!
- POSITIONINGPOSITIONING ADDS VALUEADDS VALUE to all the details.
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Important:
- Describing…is not branding!
The more you “describe” what you do, the more you sound like the competition.
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Marginalizing the competition:
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95% Rule95% Rule95% of companies are 95% the 95% of companies are 95% the
same as each othersame as each other
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““Of Course”Of Course”You can treat these common You can treat these common
details this way: “Of course we do details this way: “Of course we do that…” therefore marginalizing that…” therefore marginalizing
the competition’s positioningthe competition’s positioning
Ask me to explain this in Ask me to explain this in much more detailmuch more detail
TraditionalTraditional Verbal BrandingVerbal Branding
Brand ResultBrand Result
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TraditionalTraditional
No GAP in Density !No GAP in Density !No GAP in Density !No GAP in Density !
Verbal BrandingVerbal Branding
(w/ Verbal Criteria)(w/ Verbal Criteria)
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PresentationPresentation
SellingSelling
NetworkingNetworking
PartnerPartner
ReferralReferral
MM
AA
RR
KK
EE
TT
TraditionalTraditional
Gaps in brand from no Gaps in brand from no “spoken” application“spoken” application
Verbal Branding is:
Redefined foundation Redefined foundation for brand for brand developmentdevelopment
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Add a “Spoken” Criteria…
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Create “naturalnatural” understanding
- Works for both Internal and External audiences
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MM
AA
RR
KK
EE
TT
TraditionalTraditional
Density VisionDensity Vision
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PresentationPresentation
SellingSelling
NetworkingNetworking
PartnerPartner
ReferralReferral
MM
AA
RR
KK
EE
TT
TraditionalTraditional
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PresentationPresentation
SellingSelling
NetworkingNetworking
PartnerPartner
ReferralReferral
MM
AA
RR
KK
EE
TT
TraditionalTraditional
Add a “Spoken” Criteria
So Positioning can be said…naturallysaid…naturally
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PresentationPresentation
SellingSelling
NetworkingNetworking
PartnerPartner
ReferralReferral
MM
AA
RR
KK
EE
TT
W/ Verbal BrandingW/ Verbal Branding
Create internal density first Create internal density first to fill in gapsto fill in gaps
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PresentationPresentation
SellingSelling
NetworkingNetworking
PartnerPartner
ReferralReferral
MM
AA
RR
KK
EE
TT
W/ Verbal BrandingW/ Verbal Branding
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PresentationPresentation
SellingSelling
NetworkingNetworking
PartnerPartner
ReferralReferral
M
A
R
K
E
T
Density Density BrandingBranding
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PresentationPresentation
SellingSelling
NetworkingNetworking
PartnerPartner
ReferralReferral
M
A
R
K
E
T
Unifies Sales Unifies Sales & Marketing& Marketing
(and Culture…)(and Culture…)
The The Plain Language Plain Language test…test…
(Name)(Category)
“…but we’re different from the competition because
1) 2)
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The The You’re CrazyYou’re Crazy test…test…
(Name)(Category)
“…“…if you don’t use us, you’re if you don’t use us, you’re CRAZYCRAZY; ; here’s why…here’s why…
1) 2)
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Verbal Branding is:
New platform New platform for simultaneous for simultaneous business impactbusiness impact
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VBVBPlatformPlatform
One simplified platform to One simplified platform to simultaneously improve 4 levels simultaneously improve 4 levels
of operationsof operations
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VBVBPlatformPlatform
ThinkThinkThinkThink
SpeakSpeakSpeakSpeak
InternalInternal
Starts with understanding Starts with understanding and the ability to sayand the ability to say
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VBVBPlatformPlatform
ThinkThinkThinkThink
SpeakSpeakSpeakSpeak
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VBVBPlatformPlatform
SalesSalesSalesSales
CultureCultureCultureCulture
DensityDensityDensityDensity
(Mngt)(Mngt)(Mngt)(Mngt)
ThinkThinkThinkThink
SpeakSpeakSpeakSpeak
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VBVBPlatformPlatform
SalesSalesSalesSales
CultureCultureCultureCulture
DensityDensityDensityDensity
(Mngt)(Mngt)(Mngt)(Mngt)
ThinkThinkThinkThink
SpeakSpeakSpeakSpeak
© Copyright 2004-2010
VBVBPlatformPlatform
ThinkThinkThinkThink
SpeakSpeakSpeakSpeak
SalesSalesSalesSales
CultureCultureCultureCulture
DensityDensityDensityDensity
(Mngt)(Mngt)(Mngt)(Mngt)
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ThinkThink
SpeakSpeak
SalesSales
CultureCulture
DensityDensity
(Mngt)(Mngt)
VBVBPlatformPlatform
One One PlatformPlatform
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DensityDensity
CultureCulture
SalesSalesThinkThink
SpeakSpeak ( Mngt ( Mngt ))
VBVBPlatformPlatform
Occam’s Occam’s RazorRazor
If it isn’t simple, it If it isn’t simple, it won’t workwon’t work
Reminders…
* No elevator pitches
* One or two “positioning” ideas ONLY
* Different and better
* Internal “density” first
© Copyright 2004-2010
Patrick Lencioni: Author
“If you could get all the people in an organization rowing in the same direction…
you could dominate any industry, in any market, against any competition, at any time.”
© Copyright 2004-2010
Stephen Melanson Stephen Melanson
Melanson ConsultingMelanson Consulting
Twitter: @stephenmelansonLinkedIn: stephenmelansonconsulting
Email: [email protected]
melansonconsult.com
781-443-5017781-443-5017© Copyright 2004-2010
Need Need A A
Speaker?Speaker?