Vistage - All City Atlanta 2013
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Transcript of Vistage - All City Atlanta 2013
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UPS Trade Show Messaging & Graphic Standards Manual
Vistage All-City 2013
AUGUST 27, 2013
HELLOVicky Jones
PRESIDENT, BRANDFEVER
we deliver insight-driven creative excellence
through engaging and meaningful experiences
online, offline and mobile
WE HAVE DEVELOPED BRAND SYSTEMS FOR THE FOLLOWING CLIENTS:
WHY ARE WE HERE?
HOW DOES A BRAND SELL ITSELF?
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...
Successful brands use…
...to achieve a name for themselves, prove reputation, and guide the decision-making process.
MARKETING
CONTENTDISTRIBUTION SOCIAL
MEDIUMS
BRANDVOICE
DIGITALINTERACTION
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
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
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
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
INTENSE LISTENING LEADS TO
INTENSE BRAND VALUE
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.
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.
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
ENGAGE FROM WITHIN
Internal brand activation translates directly into ignited brand awareness
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?
Creating useful, shareable content through…
- WHITE PAPERS- CONTENT RESOURCE “BANK”- EBOOKS- INFOGRAPHICS - MOBILE DOWNLOADS/APPS
All exist to inform, delight, and solve problems.
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?
Invite people into your brand through…
…so that they can own it with you.
STORIESSALES
SOLUTIONS
THANKSfor your time
BRANDFEVERwww.brandfeverinc.comtwitter: @brandfever