what do you want your brand to do?...tell & live the “story ... “there are no boring...
TRANSCRIPT
WHAT DO YOU WANT
YOUR BRAND TO DO?
PULL vs PUSH?
WELCOME!
WHAT IS THE GOAL?
CATEGORY OF ONE
“A brand is a story embedded in
the mind of the market”
CATEGORY OF ONE
“This is a
LEADERSHIP ISSUE.
NOT a marketing
issue”
“Differentiation &
Relevance are
SPEED strategies”
Remarkable?
Remarkable?
Remarkable?
Remarkable?
Remarkable?
“How do we inspire
people to pull over
and STOP?”
WELCOME!
“Branding With Distinction™
is not LOGICAL
its BIOLOGICAL”
“How will they see you as an
industry leader if you don’t
PUBLISH? Consistently.”
There is no B2B or B2C.
Person to Person:
P2P
BRANDS OF DISTINCTION™
HUMAN VALUES?
“Marketing is about
values. “It’s not about
“speeds and feeds”, it’s
not about bits and
megahertz, it’s not
about why we’re better
than Windows. Nike
never talks about the
price or the product.
They instead honor great
athletes and athletics”
“It’s NOT about 4 Wheels
and a piece of tin”JIM GILBERT
“A brand is a story embedded in
the mind of the market”
The TANGIBLE process of creating signals that trigger feelings
“A brand is a story embedded in
the mind of the market”
How we
TELL &
LIVE
the
“STORY”
“Marketing used to be
something you could BUY.
Today, it’s something
you need to BE
Troy’s “HUGGABLE” Tuesday!
“How do we get our CUSTOMER to do
the marketing?”
“Only Purple Cows
are SHAREWORTHY!”
$23.5 Billion
Research:
40 years
Tragedy
Re-Birth
Comedy
Quest
Empathy
Badges of Ownership
“Are we playing to WIN or
just playing not to LOSE?”
“There are no BORING
industries. Just
BORING marketers”
2.1 Billion
Good Morning!CE 158
GOOD MORNING!
=
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“You’re a MEDIA company FIRST.
A ______ company SECOND!”
GARY VAYNERCHUK
THE ROAD AHEAD• Pull vs Push?
• Purple Cow?
• Plot-Driven?
• PUBLISHING STRATEGY?
PUBLISHING?• Compelling Content?
• Consistent Theme?
• Consistent Calendar?
• COMMERCIAL-FREE?
