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1130 Heidi Taylor Heidimarketing

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1130 Heidi Taylor Heidimarketing

  1. 1. www.heidi-taylor.com Think different, do different, do differently HeidiTaylor B2B MARKETING FOR THE SOCIAL ERA www.heidi-taylor.com B2B InProf 25 February 2016 @TaylorMadeInKew
  2. 2. Think different https://www.youtube.com/watch?v=nmwXdGm89Tk www.heidi-taylor.com 2heidi@heidi-taylor.com @TaylorMadeInKew
  3. 3. 3 lessons in thinking different www.heidi-taylor.com 3heidi@heidi-taylor.com Brand Strategy Customers @TaylorMadeInKew
  4. 4. Lesson 1: Brand www.heidi-taylor.com 4heidi@heidi-taylor.com Brand Strategy Customers @TaylorMadeInKew
  5. 5. Lesson 2: Strategy www.heidi-taylor.com 5heidi@heidi-taylor.com Brand Strategy Customers @TaylorMadeInKew
  6. 6. Lesson 3: Customers www.heidi-taylor.com 6heidi@heidi-taylor.com Brand Strategy Customers @TaylorMadeInKew
  7. 7. www.heidi-taylor.com 7heidi@heidi-taylor.com Shift happens (have we?) Pre-digital Us Messages Audience Media channels Awareness Single brand voice Post-digital Our customers Conversations Collaborators Engagement channels Impact Multiple brand voices @TaylorMadeInKew
  8. 8. www.heidi-taylor.com 8heidi@heidi-taylor.com Who am I? The brand conundrum in professional services @TaylorMadeInKew
  9. 9. www.heidi-taylor.com 9heidi@heidi-taylor.com What is my purpose? The importance of creating meaning @TaylorMadeInKew
  10. 10. www.heidi-taylor.com 10heidi@heidi-taylor.com Brand purpose More than a strapline @TaylorMadeInKew
  11. 11. www.heidi-taylor.com 11heidi@heidi-taylor.com Integrating Purpose Across services lines & industries @TaylorMadeInKew
  12. 12. www.heidi-taylor.com 12heidi@heidi-taylor.com Strategy first – don’t just DO, THINK @TaylorMadeInKew
  13. 13. www.heidi-taylor.com 13heidi@heidi-taylor.com Kipling on Strategy & Plans I keep six honest serving-men (They taught me all I knew); Their names are What and Why and When And How and Where and Who. @TaylorMadeInKew
  14. 14. www.heidi-taylor.com 14heidi@heidi-taylor.com What can we learn from Unilever? Craft brands for life Put people first Build brand love Unlock the magic Zero-based budgeting @TaylorMadeInKew
  15. 15. www.heidi-taylor.com 15heidi@heidi-taylor.com It’s not about us, it’s about our customers! @TaylorMadeInKew
  16. 16. www.heidi-taylor.com 16heidi@heidi-taylor.com We must become social businesses @TaylorMadeInKew
  17. 17. www.heidi-taylor.com 17heidi@heidi-taylor.com Think Big Tactics are for the moment; ideas are forever @TaylorMadeInKew
  18. 18. www.heidi-taylor.com 18heidi@heidi-taylor.com Think different, do different, do differently “We must constantly look at things in a different way. Just when you think you know something, you must look at it in a different way.” @TaylorMadeInKew
  19. 19. www.heidi-taylor.com 19 MANAGING DIRECTOR heidi@heidi-taylor.com Thank you! www.heidi-taylor.com @TaylorMadeInKew heidi@heidi-taylor.com @TaylorMadeInKew

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