View
68
Download
0
Category
Tags:
Preview:
Citation preview
Making your Brand Matter
Dean White
Veriis Social
dean@veriis.com
Who Am I?
15 years in Marketing
Currently work with
The MLS Claw
Have branded over 250 products/personalities
Fun fact: Born on Christmas Day
What’s Your Story ? …
What is the lasting impressing
you leave with your clients?
What mental picture comes to
your clients mind when they
think about you?
What do people say about you?
How are you standing out in
the crowd…?
Idea
Business
Creative Marketing
Communications
Business Plan
Marketing Plan
Communication Strategy
Creative Idea
Media Plan
Then Now
Successful brands speak with one voice — through a distinctive,
ownable idea that is relevant to customers and differentiated from other
brand entities . . . yet easily understood and effortlessly recalled.
Old System
Treating every person as though they were the same person.
Pushing every single message, ad, promotion and website design to the
entire world.
New System
Knowing who your customers are and what they need/desire.
Tailoring all aspects of your marketing to provide value at the right place & right time.
The Brand makes you think
…What is the value
proposition beyond
the product?
Evolution of Magazines:
Life
People
Us
Self
O
What are 25 words
Clients have used to
Describe working with you?
Pick 3 and use
them in everything.
Taking Inventory:
Gatorade:
In every ad:
Competition, Intensity, Sweat
Tag line: “Is it in you?”
Apple:
“Tools for Creative Minds”
Tag line: “Think Different”
Presentation resources:
Kristian Andersen Associate
www.kaplusa.com
Agent Makeover
www.agentmakeover.com
Frank Kern
www.frankkern.com
Recommended