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Creating a distinctive brand
Mike Skidmore
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Content
• Me!
• Evolution
• Definition
• Oops!
• Choices
• Promises
• Reputation
• Next?
• Advice...
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Me!
Brand communications
Internal brand / facilitation
Fine art/ portraiture
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Evolution
Logo Strategy Experiential
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Definition
Promise Deliver Improve
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Oops!
Reluctance to change It’s all about sales! Engagement? Who cares?
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Choices
First or second? Quality or value? Short or long term?
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Promises
Trust Sex appeal Kudos
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Reputation
Sponsorship Cause related Corporate and social responsibility
Sitesavers scheme
Barclays for the people......and bonuses!
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Next?
Sensory Tone of voice Customer experience
sound like you
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Advice...
Start with you Develop a clear positioning
Know your brand touch points
Fish farmer orfine food supplier?
Brands fail because
people fail
Pre-salesSales
DeliveryPost- delivery
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Standing out from the crowd: Creating a distinctive brand
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http://www.slideshare.net/Startup_Seminar_Series