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Annual Conference, April 23-24, 2014
Square Up: Telling Your StorySquare Up: Telling Your StoryEric MorgensternMorningstar Communications@emorgenstern
Think Excellence,Not Difference:
Eric M. Morgenstern, APR, Fellow PRSAApril 23, 2014
Sustainable Positioning For Long-Term Success
Four Elements of Building a Successful Brand
Orchestrate Messages
Disseminate your messages
Tell your story in a compelling way
Own a position of excellence
Traditional Marketing Asks...
What’s your niche? What are your points of difference? (POD)
What is your unique selling proposition (USP?)
How are you truly different from your competitors?
Different isn’t better. Different is just different.
Definition of Brand
Your brand lives here
The overall perception of your organization in the minds of your target audience
“Brand” is more than look and feel
We look at eggshells...but what we really care
about is the egg.
The Traditional Standard“Honey, let’s get Italian tonight...”
How was the service?
The “Excellence” Standard
What is the definitionof excellence?
The “Excellence” Standard
Being of the very best quality;
exceptionally good-Funk & Wagnall’s
Dictionary
Surpassing others in some good quality or the sum of great
qualities; of great worth
-Webster’s Dictionary Very good of its kind;eminently good
-Merriam-Webster
Excellence is Not What You Say...
...it’s what your key audiences say about you and your organization.
Making Excellence Work for You
• Clarify their definitions of excellence
• Just ask them!
How do your constituents define excellence?
The Three “Magic” Questions*
• What are we doing that you like?
• What are we doing that you don’t like?
• What do you wish we were doing that we’re not?
* Barnett Helzberg, Jr.
Excellence...One at a Time
• Each individual knows his own definition
• Each customer knows her own definition
• Focus on each person’s “Trigger Point”
Excellence...One at a Time
A thousand starfish...
Here’s How You Answered the Three “Magic” Questions
• U.S.SourceLink reached out to 22 of its affiliates and customers
• 21 affiliates and customers responded and were surveyed via phone
What are We Doing that You Like?
• Easy to work with and incredibly responsive team
• Provides expertise, best practices and knowledge
• Offers national networking and connections
• Comprehensive and simple to navigate technical platforms
What are We Doing that You Don’t Like?
• From the provider’s point-of-view, many folks don’t understand U.S.SourceLink’s value
• Additional training tools
• Small staff limits what U.S.SourceLink can do
What Do You Wish We Were Doing that We’re Not?• Holding more big picture meetings and
providing general insight
• Forming special interest groups for idea sharing
• Highlighting best practices and case studies
• Sharing between affiliate network
Four Elements of Building a Successful Brand
Orchestrate Messages
Disseminate your messages
Tell your story in a compelling way
Own a position of excellence
Communication is about Catching the Ball
Photo credit: Harvard University Gazette
Tell the same story differently, based on the recipient
Employees
Customers
Community
Investors
Simple, every day language
Mark Twain
If I had more timeI would have writtena shorter letter.
K
Four Elements of Building a Successful Brand
Orchestrate Messages
Disseminate your messages
Tell your story in a compelling way
Own a position of excellence
Four-Channel Media Model
EarnedMedia
PRNews
PublicityBylines
PaidMedia
AdsSponsorshipsAdvertorialsTrade Shows
ControlledMedia
CollateralWebsiteEventsBlog
Shared Media
SocialLinkedInFacebookYouTube
Strategic Messaging PlatformStrategic Messaging Platform
Target AudiencesTarget Audiences(The people who matter most)(The people who matter most)
© 2014 Morningstar Communications
Four Elements of Building a Successful Brand
Orchestrate Messages
Disseminate your messages
Tell your story in a compelling way
Own a position of excellence
Message Orchestration
All touchpoints harmonize to deliver a consistent message
Paid mediaEarned media
Shared media Controlledmedia
Moving Forward
Thank You!
© Morningstar Communications 2014
Eric M. Morgenstern, APR, Fellow PRSA
President & CEOMorningstar Communications
12701 Metcalf, Suite 104Overland Park, KS 66213
www.morningstarcomm.com