branding and the good food system mark wilhelms
TRANSCRIPT
Marketing and Branding for Local Products
#Choselocal@GoodFoodFestChi #GoodFoodFestChi
Its not as easy as slapping a logo on a
product
Your BRAND is not a logo.
It is an experience that lives in your customer’s gut.
@markwilhelmsfb:[email protected]
Build AuthorityBuild AffinityBuild Trust
…in your Brand
There’s one big problem@markwilhelmsfb:[email protected]
Pro-Sumer 2.0
What you think you sell, is not
always what your customers are
buying from you.@markwilhelmsfb:[email protected]
@markwilhelmsfb:[email protected]
@markwilhelmsfb:[email protected]
@markwilhelmsfb:[email protected]
@markwilhelmsfb:[email protected]
@markwilhelmsfb:[email protected]
Morning rush hour
Our morning commute is always slow
“A Cattle Ranch - One hour from the Sears Tower”
ONE HOUR AWAY and BACKED UP IN TRAFFIC AGAIN!
@markwilhelmsfb:[email protected]
@markwilhelmsfb:[email protected]
@markwilhelmsfb:[email protected]
Sales Collateral
@markwilhelmsfb:[email protected]
@markwilhelmsfb:[email protected]
Your BRAND is not a logo.
It is an experience that lives in your customer’s gut.
@markwilhelmsfb:[email protected]
How to get started?
Cannonball off the High Dive!
BRAND
DEVELOPMENT
MOOD BOARD
“Amateur musicians copy, great musicians steal” .... Igor Stravinsky.
@markwilhelmsfb:[email protected]
June 2012 October 2012 Jan 2013 Oct 2013
A logo is an icon, symbol, or brand
mark.Evolve or Die.
@markwilhelmsfb:[email protected]
Your BRAND is not a logo.
It is an experience that lives in your customer’s gut.
@markwilhelmsfb:[email protected]
Your Website is the destination
You are who Google says you are… and maybe Bing/Yahoo, but not yet
@markwilhelmsfb:[email protected]
The Job of a Brand Marketer is to create
action1. Sign up –Cause
Marketing2. Attend – Event
Marketing3. Buy – Sales Marketing
@markwilhelmsfb:[email protected]
@markwilhelmsfb:[email protected]
@markwilhelmsfb:[email protected]
@markwilhelmsfb:[email protected]
Innovate or Die
@markwilhelmsfb:[email protected]
Weak Brand you have a
Weak Product BUT if you
have a Weak Product and a strong Brand? @markwilhelms
Branding enhances the experience but you still need to EXECUTE an amazing product or service that delights customers.
@markwilhelmsfb:[email protected]
Research
Who is your targetWho is your competitor?What makes you unique?What are you good at?Why should I believe you?
@markwilhelmsfb:[email protected]
BRAND channels
1. Packaging – Store Shelves2. Word of Mouth – TV, Radio,
Events3. Digital – Website, Print,
PPC,SEO,Email Mkt4. Video5. Social Media – connect,
share, influence @markwilhelmsfb:[email protected]
Track, Adjust, Adapt
Listen to the market …. Don’t be afraid to Morph!
@markwilhelmsfb:[email protected]
Have Fun!You’re living the dream!
Reinvent yourself and others.
Work like you’ve never worked in your life!
@markwilhelmsfb:[email protected]
Your BRAND is not a logo.
It is an experience that lives in your customer’s gut.@markwilhelms
President of Drumbeat Digital, Founder of Red Meat Market - Digital Geek, Entrepreneur, Dad, Musician, Composer, Jazz Freak, Flyfisherman, Cowboy, Cigar smoker, Scotch drinker and addicted to Red Wine, Food and Friends.