lavacon - content strategy and brand personalities

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@marsinthestars @LavaCon Content Strategy and Brand Personalities Marli Mesibov

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Page 1: LavaCon - Content Strategy and Brand Personalities

@marsinthestars @LavaCon

Content Strategy and Brand Personalities

Marli Mesibov

Page 2: LavaCon - Content Strategy and Brand Personalities

@marsinthestars @LavaCon

About the Speaker

• Content strategist based in Boston

• I specialize in creating brand guidelines

• I’m on Twitter as @marsinthestars

• I have a weakness for the muppets

Page 3: LavaCon - Content Strategy and Brand Personalities

@marsinthestars @LavaCon

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@marsinthestars @LavaCon

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@marsinthestars @LavaCon

• Developer• Public Speaker

• Innovator

• Entrepreneur

Branding specialist

Page 6: LavaCon - Content Strategy and Brand Personalities

@marsinthestars @LavaCon

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@marsinthestars @LavaCon

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@marsinthestars @LavaCon

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@marsinthestars @LavaCon

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@marsinthestars @LavaCon

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@marsinthestars @LavaCon

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PBS brand…

@marsinthestars @LavaCon

• Educates• Informs• Inspires

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@marsinthestars @LavaCon

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@marsinthestars @LavaCon

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@marsinthestars @LavaCon

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@marsinthestars @LavaCon

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PBS’ mission is to create content that educates, informs and inspires.

@marsinthestars @LavaCon

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@marsinthestars @LavaCon

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@marsinthestars @LavaCon

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@marsinthestars @LavaCon

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@marsinthestars @LavaCon

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“The Verizon commitment is to put our customers first by providing excellent service and great communications experiences.”

@marsinthestars @LavaCon

Page 26: LavaCon - Content Strategy and Brand Personalities

@marsinthestars @LavaCon

Page 27: LavaCon - Content Strategy and Brand Personalities

@marsinthestars @LavaCon

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Page 29: LavaCon - Content Strategy and Brand Personalities

1. Research

2. Brainstorming

3. Taxonomy Creation

4. Archetype Selection

5. Message Architecture Development

@marsinthestars @LavaCon

Page 30: LavaCon - Content Strategy and Brand Personalities

Research

@marsinthestars @LavaCon

Page 31: LavaCon - Content Strategy and Brand Personalities

Brainstorming

@marsinthestars @LavaCon

Page 32: LavaCon - Content Strategy and Brand Personalities

Taxonomy Creation

@marsinthestars @LavaCon

Page 33: LavaCon - Content Strategy and Brand Personalities

Archetype Selection

@marsinthestars @LavaCon

Page 34: LavaCon - Content Strategy and Brand Personalities

Message Architecture

@marsinthestars @LavaCon

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“Carbonite helps you keep your files safe, so you can get them wherever and whenever you need them.”

@marsinthestars @LavaCon

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@marsinthestars @LavaCon

Page 37: LavaCon - Content Strategy and Brand Personalities

Words have the power to create a personality.

@marsinthestars @LavaCon

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Words have the power to create a

@marsinthestars @LavaCon

personality.brand.

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Thank you!

@marsinthestars @LavaCon