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From brand cacophony to brand symphony
Jill Pringle Focused Propositions &
Brand Symphony Marketing
#IgniteB2B
Ask questions via the Event app
Social wall #IgniteB2B
JillPringle_FP
Have you ever considered what your brand performance sounds like?
Instead of this…
…do your audience hear this?
What if marketers thought more like musicians?
Your value proposition should be your Number 1 hit song
Sing a value proposition, not a mission or vision
Value
Proposition
Outside in
Forces
focus
Connects
to roles
Links to
targets
Sales
understand
Every Good Brand Deserves Focus
E G B D F
Five tracks that cause brand dissonance
Track 1: Wrong song
Radio WIIFM
Composing your song
Track 2: Too many tunes to hear them
Play the benefit to your business
Organisational change not a marketing exercise
Track 3: No score
Not just a jingle
You need to write a score
Marketing are the Orchestrators
Harmonise your messages
HOT TOPICS
YOUR SERVICES
Track 4: Under-rehearsed
Collective performance, individual accountability
The customer perspective is the best rehearsal plan
Markings and cues
Track 5: Never performed
Let’s FACE the music
Frequent Aligned Consistent Enabled
Frequent
Aligned
Consistent
Enabled
ORCHESTRATE your Brand Symphony
Marketing strategies for growing brands
Brand and slide design
by oceanbarefoot.com
Thank you. Any questions?