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Tweet your learning's using #ConnectWebinars or @ConnectMembers for a chance to win a
special prize!
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Rodrigo Espinosa Natascha Thomson SVP, TBA Global CEO,
MarketingXLerator @RodSF @NaThomson
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STATEMENT OF UNDERSTANDING
Heart and soul will transform your brand.Pull back the layers to get to the heart and soul of your brand. Use the power of your unique essence to express your brand and inspire audiences at an emotional level.
WHAT IS MARKETING
Creating consideration for a Creating consideration for a
product or service with a product or service with a
predetermined segment of the predetermined segment of the
population population
3
WHAT IS A BRAND
A brand is the set of expectations, A brand is the set of expectations, memories, stories and relationships that, memories, stories and relationships that, taken together, account for a consumertaken together, account for a consumer’’s s decision to choose one product or service decision to choose one product or service over another. If the consumer (whether itover another. If the consumer (whether it’’s s
a business, a buyer, a voter or a donor) a business, a buyer, a voter or a donor) doesn'tdoesn't’’t pay a premium, make a selection t pay a premium, make a selection or spread the word, then no brand value or spread the word, then no brand value
exists for that consumer. exists for that consumer. -Seth Godin-Seth Godin
3
advertisingadvertising
communicationscommunications
eventsevents
websitewebsite
materialsmaterials
PRPR why do I care?why do I care?
what do you do?what do you do?
who are you?who are you?
Perceived Value/PositionPerceived Value/Position
Core IdentityCore Identity
EssenceEssence
Brand Essentials – Defining your essence, your promise
Relationship Building FunnelRelationship Building Funnel
Usage ExperienceUsage Experience
Purchase Experience Purchase Experience
Perceived DifferentiationPerceived Differentiation
Relevance Relevance
LoyaltyLoyalty
PurchasePurchase
PreferencePreference
ConsiderationConsideration
AwarenessAwareness
AdvocacyAdvocacy
Business Insights – Helping customers to believe
Visit Connect.Data.com to sign up (for free) today and get 2 free contacts!
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Data.com
Rodrigo Espinosa Natascha Thomson SVP, TBA Global CEO, MarketingXLerator @RodSF @NaThomson