Learn to Speak the Inner Language of Your Clients
(Webinar 2 of 4)
Presented by: Gary Kaskowitz, Ph.D and Jim Socci – December 11, 2013
Character Branding
Meet Your Presenters
Marketing Strategist, Author, SpeakerAssociate Professor of Management,Moravian College
Jim Socci , President Artistic Toy Gary Kaskowitz, MBA, Ph.D.
The Six Cornerstones Of All Successful Brands (Webinar 1 of 4)
• Myths of About Branding
• The Real Purpose of Brands
• Case Study Examples
What You Will Learn in the Next 60 Minutes
• What Motivate Clients• Understand their psychology• Make messages simple with metaphor• Turn client yearnings into character• Become Indispensable
Live Audience Poll1. What are you most passionate about in your career?
2. What has your organization primarily been known for in the past?
3. What is your organization primarily known for now?
4. What do you want your organization to be known as in the future?
5. Is the sale of promotional products your family’s primary income?
But First;A Quick Review of Branding
At the end of the day, it’s all about….
Copyright 2012. Gary Kaskowitz. All Rights Reserved. www.YearningPower.com
Reduce Consumer Costs
Increase Consumer Quality
The Value Equation
So, where should you focus?
Copyright 2012. Gary Kaskowitz. All Rights Reserved. www.YearningPower.com
Increase Consumer Quality:
Product Benefits don’t get caught in a resource war
Service Benefits ditto!!
Brand/Image Benefitsreally good, but “buzz” comes later
Psychological Benefits now we’re talking!
Do you know what your audience really wants?
Copyright 2012. Gary Kaskowitz. All Rights Reserved. www.YearningPower.com
How they really see themselves
Copyright 2012. Gary Kaskowitz. All Rights Reserved. www.YearningPower.com
Four Primary Yearnings
Copyright 2012. Gary Kaskowitz. All Rights Reserved. www.YearningPower.com
Control of Environment for Stability
Discovery
Connections with others
and likeability
Change the world!
Where do your stakeholders fit?
What Are You Selling?What Is Your Audience Buying?
Copyright 2012. Gary Kaskowitz. All Rights Reserved. www.YearningPower.com
Conscious Connection
Sub-Conscious Connection
An Applied ExampleCaress by Shaw Floors:
All the Softness You Love, Now in Your Carpet
See 30 Second Video Visit Artistic Toy – YouTube Channel – Playlist
An Applied Example
An Applied Example
Action Steps for You!
• Create your client’s attractive metaphor• Uncover the contradictions• What are the pain points?• Become the market maven
Special Offer!
Get a Copy of 10 Steps to Branding Success Guide
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