Vistage - All City Atlanta 2013
-
Upload
amandaserfozo -
Category
Business
-
view
337 -
download
0
description
Transcript of Vistage - All City Atlanta 2013
![Page 1: Vistage - All City Atlanta 2013](https://reader038.fdocuments.us/reader038/viewer/2022110119/5564a647d8b42a366c8b4d8b/html5/thumbnails/1.jpg)
1
UPS Trade Show Messaging & Graphic Standards Manual
Vistage All-City 2013
AUGUST 27, 2013
![Page 2: Vistage - All City Atlanta 2013](https://reader038.fdocuments.us/reader038/viewer/2022110119/5564a647d8b42a366c8b4d8b/html5/thumbnails/2.jpg)
HELLOVicky Jones
PRESIDENT, BRANDFEVER
![Page 3: Vistage - All City Atlanta 2013](https://reader038.fdocuments.us/reader038/viewer/2022110119/5564a647d8b42a366c8b4d8b/html5/thumbnails/3.jpg)
we deliver insight-driven creative excellence
through engaging and meaningful experiences
online, offline and mobile
![Page 4: Vistage - All City Atlanta 2013](https://reader038.fdocuments.us/reader038/viewer/2022110119/5564a647d8b42a366c8b4d8b/html5/thumbnails/4.jpg)
WE HAVE DEVELOPED BRAND SYSTEMS FOR THE FOLLOWING CLIENTS:
![Page 5: Vistage - All City Atlanta 2013](https://reader038.fdocuments.us/reader038/viewer/2022110119/5564a647d8b42a366c8b4d8b/html5/thumbnails/5.jpg)
WHY ARE WE HERE?
![Page 6: Vistage - All City Atlanta 2013](https://reader038.fdocuments.us/reader038/viewer/2022110119/5564a647d8b42a366c8b4d8b/html5/thumbnails/6.jpg)
HOW DOES A BRAND SELL ITSELF?
![Page 7: Vistage - All City Atlanta 2013](https://reader038.fdocuments.us/reader038/viewer/2022110119/5564a647d8b42a366c8b4d8b/html5/thumbnails/7.jpg)
Branding exists to help your customers differentiate the value you deliver from other options in the marketplace.
WHAT IS BRANDING REALLY ABOUT? when you really boil it down...
![Page 8: Vistage - All City Atlanta 2013](https://reader038.fdocuments.us/reader038/viewer/2022110119/5564a647d8b42a366c8b4d8b/html5/thumbnails/8.jpg)
Successful brands use…
...to achieve a name for themselves, prove reputation, and guide the decision-making process.
MARKETING
CONTENTDISTRIBUTION SOCIAL
MEDIUMS
BRANDVOICE
DIGITALINTERACTION
![Page 9: Vistage - All City Atlanta 2013](https://reader038.fdocuments.us/reader038/viewer/2022110119/5564a647d8b42a366c8b4d8b/html5/thumbnails/9.jpg)
But REALLY successful brands define what it is ONLY THEY do, that no one else can do better.
DEFINE THEIR COMPETITIVE ADVANTAGE
TOUT IT AS THEIRS ALONE
LIVE, EAT & BREATHE IT AS AN INTERNAL CULTURE AND AN
EXTERNAL NAMESAKE
![Page 10: Vistage - All City Atlanta 2013](https://reader038.fdocuments.us/reader038/viewer/2022110119/5564a647d8b42a366c8b4d8b/html5/thumbnails/10.jpg)
Our audiences are constantly being barraged with images, messages, and pitches.
To become a brand that sells itself, you've got to build a story that's truly...
and that brand story has to be relatable, likeable & connectable
authenticdifferent
bold
![Page 11: Vistage - All City Atlanta 2013](https://reader038.fdocuments.us/reader038/viewer/2022110119/5564a647d8b42a366c8b4d8b/html5/thumbnails/11.jpg)
THE EMOTIONAL BRAND VALUE FUNNEL SAYS…
Conversion begins with brand connection. Stories are the opportunity to connect.
01. I like this brand02.I need this brand
03.I am this brand
![Page 12: Vistage - All City Atlanta 2013](https://reader038.fdocuments.us/reader038/viewer/2022110119/5564a647d8b42a366c8b4d8b/html5/thumbnails/12.jpg)
The new breed of value creation starts with…
INPUT OUTPUTUnderstanding customer needs
Offering value through the power of your
brand’s own unique competitive advantage
![Page 13: Vistage - All City Atlanta 2013](https://reader038.fdocuments.us/reader038/viewer/2022110119/5564a647d8b42a366c8b4d8b/html5/thumbnails/13.jpg)
INTENSE LISTENING LEADS TO
INTENSE BRAND VALUE
![Page 14: Vistage - All City Atlanta 2013](https://reader038.fdocuments.us/reader038/viewer/2022110119/5564a647d8b42a366c8b4d8b/html5/thumbnails/14.jpg)
What’s in the mind of your audience? They’re concerned with things like:
- minimizing risk - saving money- streamlining operations - delivering convenience - polishing reputation
Focus intensely on ways you can serve before selling.
![Page 15: Vistage - All City Atlanta 2013](https://reader038.fdocuments.us/reader038/viewer/2022110119/5564a647d8b42a366c8b4d8b/html5/thumbnails/15.jpg)
What does your brand do that makes their brand better?Harvard Business Review recently ran an article on this, calling it “shared value”.
I HELP YOU > YOU HELP ME > EVERYONE WINS
A give-give cycle of dependency is key, because it keeps them coming back and affectionately trusting the brand.
![Page 16: Vistage - All City Atlanta 2013](https://reader038.fdocuments.us/reader038/viewer/2022110119/5564a647d8b42a366c8b4d8b/html5/thumbnails/16.jpg)
Energizing your existing workforce is critical. These are brand evangelists you didn’t know you had, and the best brand advocates you can tap into.
Gain insights on company perspectives > work to create opportunities for brand stewardship within.
Employees who are enthusiastic about your brand are the greatest competitive advantage you’ve got. They make the brand a living, breathing entity.
IT’S NOT ENOUGH TO BE GOOD ON THE OUTSIDE
![Page 17: Vistage - All City Atlanta 2013](https://reader038.fdocuments.us/reader038/viewer/2022110119/5564a647d8b42a366c8b4d8b/html5/thumbnails/17.jpg)
ENGAGE FROM WITHIN
Internal brand activation translates directly into ignited brand awareness
![Page 18: Vistage - All City Atlanta 2013](https://reader038.fdocuments.us/reader038/viewer/2022110119/5564a647d8b42a366c8b4d8b/html5/thumbnails/18.jpg)
At the same time…
Listening to your changing customer needs is a minute-by-minute, day-to-day process that your business depends on.
WHAT CAN YOU DO TO PUT PEOPLE IN A POSITION TO LISTEN?
![Page 19: Vistage - All City Atlanta 2013](https://reader038.fdocuments.us/reader038/viewer/2022110119/5564a647d8b42a366c8b4d8b/html5/thumbnails/19.jpg)
Creating useful, shareable content through…
- WHITE PAPERS- CONTENT RESOURCE “BANK”- EBOOKS- INFOGRAPHICS - MOBILE DOWNLOADS/APPS
All exist to inform, delight, and solve problems.
![Page 20: Vistage - All City Atlanta 2013](https://reader038.fdocuments.us/reader038/viewer/2022110119/5564a647d8b42a366c8b4d8b/html5/thumbnails/20.jpg)
BRANDS WITH A HUMAN TOUCH LIVE LONGER THAN THOSE WITHOUT
What red tape or corporate policies are keeping customers from feeling like they’ve won when working with you?
![Page 21: Vistage - All City Atlanta 2013](https://reader038.fdocuments.us/reader038/viewer/2022110119/5564a647d8b42a366c8b4d8b/html5/thumbnails/21.jpg)
Invite people into your brand through…
…so that they can own it with you.
STORIESSALES
SOLUTIONS
![Page 22: Vistage - All City Atlanta 2013](https://reader038.fdocuments.us/reader038/viewer/2022110119/5564a647d8b42a366c8b4d8b/html5/thumbnails/22.jpg)
THANKSfor your time
BRANDFEVERwww.brandfeverinc.comtwitter: @brandfever