New Year, New YouRe d e fi n i n g y o u r b r a n d f o r s u c c e s s i n 2 0 1 7

Dustin Cederholm

Digital Marketing Director, Fluid

Matt Garner

Longboard PR, Owner

Phil Case

Managing Director/Partner, Fluid

Dustin Cederholm has been engaged in conversion optimization professionally for more than 7 years. His experience has helped companies as small as 25 employees with less than $1 million revenue and as large as 2,500 employees with >$1 billion revenue. He uses advanced CRO techniques to turn client’s site traffic into revenue.

Phil leads Fluid in its quest to become the most innovative and cutting-edge advertising agency, emphasizing brand strategy and creativity. His strengths include identifying problems and opportunities for businesses and developing cost-effective solutions that are in concert with bottom-line business objectives.

Longboard PR helps companies & individuals increase their business by understanding their message, their audiences and how to best deliver the message to the audience through written, photo and video content and through public speaking training. Matt is married to the lovely Karen Packham. They have three children, one grandchild and they are a running family.

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For Best Results, Adjust FocusA n o n - t r a d i t i o n a l a p p r o a c h t o b r a n d i n g a n d r e b r a n d i n g

s t r a t e g i e s y o u c a n e m b r a c e i n 2 0 1 7

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Today’s Focus: Branding and Rebranding For Businesses

Why is this webinar important to me?

• When we talk about branding or rebranding, we don’t mean full corporate look and feel do over. You can brand and rebrand your message, content, specific marketing channels, etc.

• You’re probably one of the 7 out of 10 focused on the wrong thing; and that’s not good. Doing the right thing is worth real $$ -- pay attention!

My time is valuable. What will I take-away from this webinar?

• During the next 30-40 minutes you will learn how to rebrand and repurpose the tools you already have to get much better results

• How to templatize a winning content and messaging strategy• Your marketing campaigns will become campaigns• You’ll learn you can be fun and professional at the same time• You might find your soul, well at least the soul of your company

Branding…For You? E xe r c i s e 1 : Wr i t e d o w n w h a t y o u d o ( y o u r b u s i n e s s / b r a n d )

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Branding For You = YOUR CLIENT

“GoPro helps people capture and share their lives’ most meaningful experiences with others – to celebrate them together. Like how a day on the mountain with friends is more meaningful than one

spent alone, the sharing of our collective experiences makes our lives more fun. The world’s most versatile cameras are what we make. Enabling you to share your life through incredible photos and videos is what we do.”

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Branding For You = YOUR COMPANY

Guided by relentless focus on our five imperatives, we will constantly strive to implement the critical initiatives required to achieve our vision. In doing this, we will deliver operational excellence in every corner of the Company and meet or exceed our commitments to the many constituencies we serve.

All of our long-term strategies and short-term actions will be molded by a set of core values that are shared by each and every associate.

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Beware: Who is You??

“Marketing that doesn’t take into account the client’s why – YOUR WHY – isn’t designed for YOUR COMPANY, it’s designed for the

marketing company. ”- Matt Garner

Critical Brand Messaging ChallengesA n d h o w t o e ffi c i e n t l y o v e r c o m e t h e m …

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Business Books are Boring

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It’s Not as Hard as it Sounds

Image source: https://robertbrand.wordpress.com/2009/08/07/swine-flu-making-a-mountain-out-of-a-mole-hill/

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No Time, No Resources

What is a message map?

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What is SoLoMo?

T h e d e fi n i t i o n o f S o L o M o i s t h e a m a l g a m a t i o n o f S o c i a l , L o c a l a n d M o b i l e m a r ke t i n g t e c h n o l o g i e s t o d e l i v e r a n d t r a c k h i g h l y t a r g e t t e d , d e v i c e o r i e n t e d a d v e r t i s i n g m e s s a g e s . I t i s m o s t c o m m o n l y a s s o c i a t e d w i t h l o c a l , S M B b r a n d s b u t c a n b e u s e d f o r b u s i n e s s e s o f m a n y t y p e s .

Watch and LearnA f e w o f o u r f a v o r i t e s t o r i e s a n d b r a n d c o n t e n t

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There’s More Than One Way to Skin a Cat

Images and content from: http://contentmarketinginstitute.com/2016/07/examples-brands-content/

H o w t o u s e b r a n d i n g a n d c o n t e n t t o s t a n d o u t f r o m t h e c r o w d

IN SUMMARY• Focus on YOUR CUSTOMER’s why

• Check all content for the right YOU. Who is the audience of any particular asset

• Find a voice and make it personal

• Utilize efficiency methods to streamline content creation and keep messaging on brand

• Different channels offer different opportunities to express brand personality, culture, emotion, etc.

• Observe and listen to other brands, take what’s good and improve or pivot to be unique

Questions?

THANK YOU

@GetFluid

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