from brand cacophony to brand symphony -...
TRANSCRIPT
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From brand cacophony to brand symphony
Jill Pringle Focused Propositions &
Brand Symphony Marketing
#IgniteB2B
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Ask questions via the Event app
Social wall #IgniteB2B
JillPringle_FP
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Have you ever considered what your brand performance sounds like?
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Instead of this…
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…do your audience hear this?
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What if marketers thought more like musicians?
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Your value proposition should be your Number 1 hit song
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Sing a value proposition, not a mission or vision
Value
Proposition
Outside in
Forces
focus
Connects
to roles
Links to
targets
Sales
understand
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Every Good Brand Deserves Focus
E G B D F
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Five tracks that cause brand dissonance
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Track 1: Wrong song
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Radio WIIFM
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Composing your song
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Track 2: Too many tunes to hear them
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Play the benefit to your business
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Organisational change not a marketing exercise
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Track 3: No score
Not just a jingle
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You need to write a score
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Marketing are the Orchestrators
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Harmonise your messages
HOT TOPICS
YOUR SERVICES
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Track 4: Under-rehearsed
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Collective performance, individual accountability
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The customer perspective is the best rehearsal plan
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Markings and cues
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Track 5: Never performed
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Let’s FACE the music
Frequent Aligned Consistent Enabled
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Frequent
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Aligned
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Consistent
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Enabled
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ORCHESTRATE your Brand Symphony
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Marketing strategies for growing brands
Brand and slide design
by oceanbarefoot.com
Thank you. Any questions?