Upload
brandhive
View
100
Download
1
Embed Size (px)
DESCRIPTION
Stuck in the same old habits with your brand and not sure where to go next? Walk with us through a 12-step program designed to help “brand addicts” everywhere break the mold and create something fresh and exciting.
Citation preview
12 Step Program to a
Bigger,
Better,
Bolder
B r a n d
1. Admit you have a problem
Common problems
• Positioning• Messaging• Packaging• Advertising• Website
2. Believe it can be better
Marketing changes are
• Emotional• Subjective• Unpopular• Logistically challenging• Risky
3. Take an honest, fearless inventory
Do this by
• Soliciting feedback• Sales force• Retailers• Evaluating competition• Primary/secondary research
4. You are usually not the customer
Evaluate marketing
• Through the customer’s eyes• Based on target audience feedback• Without personal bias• Customer is smarter than you think• Worst case scenario
5. Consider your
stakeholders
Think about
• Customer• Board of Directors• Shareholders• Employees• Regulators• Channel partners
6. Don’t yield to peer
pressure
Try to
• Borrow from unrelated concepts• Explore unique graphics• Adopt a new perspective or paradigm• Experiment with messaging• Find your voice
7. Take some risks
Zig when others zag
Risks that can pay off
• Surprise• Humor• Unique visual combinations• Unique delivery (packaging) • Custom photography
8. Be relevant
Ask yourself
• Why should my prospect care about this? • How can I facilitate interaction? • How can I reward loyalty?
9. Is it time to grow up?
Companies change & evolve
• Mergers• Acquisitions• Joint ventures• Licensing agreements• R&D process
10. Dress the part
Look sharp
• Frequency is job #1• Gross impressions are secondary• Segment your market• Stand out in a crowd• Build a family around your brand
11. Follow your passion
Keep the Hive Alive!
• Cause marketing opportunities• Work with local causes will engage employees• Prospects would rather buy from transparent
companies with similar values
12. Celebrate your successes
Success begets success!
• Builds morale• Rewards stakeholders• Improves accessibility• Customers like successful partners
Time to shift gears?
• Concept−Brand story• Content−Brand validation• Connection−Brand relevance• Community−Brand evangelism• Continuity−Brand integration
Thank you
www.brandhive.com