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How to use 

MESSAGING 

to build a truly 

DIFFERENTIATED BRAND
@tamadear© 2014, Oratium LLC#TCISBS
Fig. 1
@tamadear© 2014, Oratium LLC#TCISBS
What’s the goal of Marketing?
ACTION
@tamadear© 2014, Oratium LLC#TCISBS
What’s the goal of Marketing?
ACTION
@tamadear© 2014, Oratium LLC#TCISBS
☑ 1. Right people
☑ 2. Right places
☐ 3. ___________
@tamadear© 2014, Oratium LLC#TCISBS
☑ 1. Right people
☑ 2. Right places
☐ 3. ___________
@tamadear© 2014, Oratium LLC#TCISBS
Fig. 2a - Sender-centric Fig. 2b - Audience-centric
@tamadear© 2014, Oratium LLC#TCISBS
Fig. 3
@tamadear© 2014, Oratium LLC#TCISBS
“Our after our”
@tamadear© 2014, Oratium LLC#TCISBS
“_______________ is an all-suite
boutique hotel, sits on beautiful Grace Bay
Beach, on the Caribbean island of
Providenciales, in the Turks and Caicos
Islands.”
@tamadear© 2014, Oratium LLC#TCISBS
Fig. 4 - Beaches Fig. 5 - Beds Fig. 6 - Bars
@tamadear© 2014, Oratium LLC#TCISBS
ACTION
@tamadear© 2014, Oratium LLC#TCISBS
Fig. 7
@tamadear© 2014, Oratium LLC#TCISBS
Belief precedes action.
@tamadear© 2014, Oratium LLC#TCISBS
Knowledge precedes belief.
@tamadear© 2014, Oratium LLC#TCISBS
KNOW - BELIEVE - DO
Order for people:
@tamadear© 2014, Oratium LLC#TCISBS
DO - BELIEVE - KNOW
Order for planning:
@tamadear© 2014, Oratium LLC#TCISBS
“Whether you’re looking for escape, adventure,
romance, or a great time with the kids,
__________ is the perfect destination .”
@tamadear© 2014, Oratium LLC#TCISBS
1. WHO are you talking to
2. What do you want them to DO
3. What do they need to BELIEVE?
4. What do they need to KNOW?
TAMSEN WEBSTER
SVP, Executive Communications
tamsen@oratium.com
THANK YOU.

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Tamsen Webster