how to make your marketing match your reality (#mozcon 2015)

#mozcon @danaditomaso

#mozcon @danaditomaso

#mozcon @danaditomaso#mozcon @danaditomaso

Your brand is broken.

#mozcon @danaditomaso

#mozcon @danaditomaso

Your brand is your promise.

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It’s more than marketing.

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#mozcon @danaditomaso

#mozcon @danaditomaso

#mozcon @danaditomaso

Humans like consistency.

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#mozcon @danaditomaso#mozcon @danaditomaso

Good marketing feels right.

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This is why we need brand strategy.

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And why digital marketers should lead brand

strategy.

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Brand strategy is the future of marketing.

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Let’s get started.

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#mozcon @danaditomaso

We're leading the protein revolution with a new and innovative range of 100%

pure, GMO free supplements to help you become healthier, leaner,

fitter and stronger.

#mozcon @danaditomaso

Our vision is of a world where beauty is a source of confidence, and not anxiety. So, we are on a

mission to help the next generation of women develop a positive

relationship with the way they look - helping them raise their self-esteem and realize their full

potential.

#mozcon @danaditomaso

become healthier, leaner, fitter and stronger

helping them raise their self-esteem and realize

their full potential

#mozcon @danaditomaso

Start with your core values.

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Imagine your company as a person.

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#mozcon @danaditomaso#mozcon @danaditomaso

Build the brand strategy.

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Step 1:Why did it fail before?

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Now:Get the C-level on board.

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Step 2:The brand is / is not

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Currently the brand is: romantic and airy.

In the near future, the brand may be: elegant and elite.

The brand is not: cheap or tacky.

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Step 3:Define voice & tone.

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Brand strategy > voice.

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#mozcon @danaditomaso

Now:Get HR on board.

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Keep it simple.

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Ich liebe es!

#mozcon @danaditomaso

Now:Get international on

board.

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How to sell it?

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Show the dream.

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#mozcon @danaditomaso

#mozcon @danaditomaso

#mozcon @danaditomaso

#mozcon @danaditomaso

#mozcon @danaditomaso

#mozcon @danaditomaso

Now:Get service on board.

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#mozcon @danaditomaso

Go beyond a document.

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Always be coaching.

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Drive forward with purpose.

#mozcon @danaditomaso