“You see these absolutely beautiful, well-programmed sites that are missing that key piece of saying the right things to the right people.” That opinion was published in BtoB Magazine’s Interactive Marketing Guide for 2008. While we believe the underlying sentiment still rings true today, the point extends beyond web sites to many facets of digital (as well as offline) marketing. Having attended Podcamp Philly a few years ago, we were impressed by the substance and impartiality of the many sessions. Yet the focus tended to be on the tactical (and often technical) levels of presenting and delivering messages. WHAT ABOUT THE MESSAGE ITSELF? We’ll explain the essence of strong, unique, and engaging brand communications (the tide) and how a well crafted platform will raise the effectiveness of the many digital tactics attendees will learn about in other Podcamp sessions: blogs, pay-per-click ads, SEO, social media, email marketing, and so on (the ships). Attendees will gain a deeper understanding of: Branding myths; The impact of brands versus products; Key components + characteristics of persuasive brands/messages; Messaging pitfalls to avoid; Self-assessment questions to evaluate their own organization’s marketing assets + readiness A campaign is only as good as its ability to reach—and motivate—its target audience(s). Join us and make sure your digital marketing efforts have the substance and style to move your market.

1. Brand Strategy:
The Rising Tide
That Lifts All Ships
© 2011 Brandlift LLC

2. Key takeaways
‣ The costly mistake too many marketers
+ companies make
‣ Why brands have such a powerful impact
on business
‣ How to assess + improve the clarity
+ appeal of your brand/message
© 2011 Brandlift LLC

3. © 2011 Brandlift LLC

4. Ready to hook
some customers?
© 2011 Brandlift LLC

5. Ready = eager + prepared
‣ Which do we want + why?
‣ Where are they?
‣ What are they looking for + when?
‣ Who else is fishing?
‣ How do we leverage our best attributes + tools
to lure/secure the ones we want?
© 2011 Brandlift LLC

6. “
...You see these absolutely
beautiful, well-programmed sites
that are missing that key piece
of saying the right things to the
right people...
“
© 2011 Brandlift LLC

7. “...that key piece...” is a
compelling
brand message
© 2011 Brandlift LLC

8. “
Brand:
A collection of images, ideas +
descriptive symbols that convey
the essence of a company,
product, or service
“
© 2011 Brandlift LLC

9. “ brandabout a product,
A
feeling
is a person’s gut
service, or company.
Marty Neumeier
from The Brand Gap “
© 2011 Brandlift LLC

10. The rising tide
‣ Brands inject focus, flavor + purpose—
producing a lifting effect on business
performance + value
‣ All marketing touch points, efforts + dollars
‣ Key functions company-wide
‣ Deeper, human connections
© 2011 Brandlift LLC

11. Missing the boat
‣ Trying to be all things to all people
‣ Tactics before (or instead of) strategy
‣ Easier + cheaper at first...but costly in the end
– Communications are bland, unclear, or both
– One-off results tend to disappoint
– Hard to redo; harder to undo
© 2011 Brandlift LLC

12. Really?!?
‣ “Our primary goal is to make every transaction a
positive experience for our customers.”
‣ “We take seriously our obligations to our clients. We
have the will and the resources to meet their needs.”
‣ “From service implementation to ongoing support,
we make customer care a top priority.”
© 2011 Brandlift LLC

13. “
Digital technology has not
changed the basic principles of
brand building...the digital world,
if anything, has served to redefine
the scale of power...
Allen P. Adamson
from BrandDigital “
© 2011 Brandlift LLC

14. Building a brand
Discover Define Develop Deploy
© 2011 Brandlift LLC

15. The missing “D”
Discover Distill Define Develop Deploy
© 2011 Brandlift LLC

16. “ be interesting, but
Creativity without focus
may
it’s not motivating.
Allen P. Adamson
from BrandSimple “
© 2011 Brandlift LLC

17. What makes brands so
powerful?
© 2011 Brandlift LLC

18. “
Brand:
Serves to create associations +
expectations; key objective is to
create a relationship of trust
“
© 2011 Brandlift LLC

19. Products sell on features + benefits
Brands sell on promises,
expectations + emotions
© 2011 Brandlift LLC

20. Products compete on price
Brands take price out of the equation
(or command premiums)
© 2011 Brandlift LLC

21. Products invite side-by-side
comparisons
Brands establish true competitive
differentiation
© 2011 Brandlift LLC

22. Products can earn loyal users
Brands inspire trust, passion +
evangelism
© 2011 Brandlift LLC

23. MYTH:
Branding is a logo or company name
TRUTH:
Branding is about an identity—built
on personality, principles
+ a promise to customers
© 2011 Brandlift LLC

24. MYTH:
Branding is making an email or
brochure look pretty
TRUTH:
Branding is delivering compelling,
memorable stories
© 2011 Brandlift LLC

25. MYTH:
Branding is told to audiences
TRUTH:
Branding is two-way conversations
with people
© 2011 Brandlift LLC

26. MYTH:
Branding is an occasional marketing
program
TRUTH:
Branding is a consistent + ongoing
company initiative
© 2011 Brandlift LLC

27. MYTH:
Branding is just tactical, like websites
+ campaigns
TRUTH:
Branding is strategic, incorporating
positioning, messaging +
behavior
© 2011 Brandlift LLC

28. MYTH:
Branding is a fabrication or “fluff”
TRUTH:
Branding is built on truths
© 2011 Brandlift LLC

29. MYTH:
Branding is only for big companies
TRUTH:
Branding is attainable + powerful for
any entity
© 2011 Brandlift LLC

30. MYTH:
Branding is an expense
TRUTH:
Branding is an investment toward a
valuable business asset
© 2011 Brandlift LLC

31. Your target customers are drowning
in a sea of mindless marketing.
They’re bored, confused, tired...
and indifferent.
Problem?
© 2011 Brandlift LLC

32. Or
opportunity?
© 2011 Brandlift LLC

33. © 2011 Brandlift LLC

34. “ isout, not to
Success related
standing
fitting in.
Creative Director Don Draper
of AMC’s ad agency drama “Mad Men” “
© 2011 Brandlift LLC

35. © 2011 Brandlift LLC

36. © 2011 Brandlift LLC

37. Brand Strategy
‣ Who you’re talking to
‣ Audiences + their motivations
‣ What you say
‣ Unique, meaningful message points
‣ What they gain
‣ How you’re different + credible
‣ How you convey it
‣ Creative expression + style
‣ Delivery + experience
© 2011 Brandlift LLC

38. 4 key questions
to help you attract more
of the customers you want
© 2011 Brandlift LLC

39. What qualities do my most
desirable customers share?
‣ Prioritize what’s most valuable to you
‣ High revenue
1
‣ High margins
‣ Low maintenance
‣ Close proximity
‣ Optimal product mix
© 2011 Brandlift LLC

40. What’s most important
to my target customers?
‣ It’s not you...it’s them!
‣ Too many companies fixate on themselves
2
‣ You have to first tell them how they’ll be
better off
‣ Promise specific + relevant benefits
© 2011 Brandlift LLC

41. Does my business
stand out or blend in?
‣ You can’t afford to be typical
‣ Pinpoint what your best customers value
3
about your company/product
‣ Tell your story (make sure it’s authentic!)
‣ Appeal to targets’ emotions
‣ Be informative at the same time
© 2011 Brandlift LLC

42. How do I establish
the right foundation?
‣ Planning, discipline, imagination,
courage...+ balance!
4
‣ Ask tons of questions
‣ Mine for important themes + insights
‣ Boil it down so it’s easy to grasp
‣ Let your company’s personality shine
© 2011 Brandlift LLC

43. Discover Distill Define Develop Deploy
The input...
Offerings
Personality,
values + culture
Markets
Touch points +
feedback channels
DISCOVERY
Customers
Powerful brands within
+ outside your field
Competition
Marketing +
business objectives
© 2011 Brandlift LLC

44. Discover Distill Define Develop Deploy
The output...
BALANCE
Practicality Personality
Description: Literal explanation of the business Tone: Evocative voice, style, metaphor/themes
Credibility Character
Facts: Performance track record + recognition Philosophy: Cultural values + uniqueness
Function Form
Structure/Navigation: Framework for Aesthetics: Visual design + impact as
organizing + presenting content they relate to experience
SUBSTANCE STYLE
© 2011 Brandlift LLC

45. Discover Distill Define Develop Deploy
The lift...
Clarity Alignment
Unified, focused + substantive Marketing efforts + investment
identity + competitive positioning tied to business objectives
Distinction Inspiration
Uniquely expressive + A shared sense of pride, purpose
recognizable communications + excitement for the company’s
capabilities, values + future
© 2011 Brandlift LLC

46. Discover Distill Define Develop Deploy
The ships...
MOBILE SOCIAL
WEBSITES SEARCH NEWSLETTERS TRAINING
APPS MEDIA
LEAD POINT-OF-
LITERATURE BLOGS PRESENTATIONS
GENERATION SALE
MEDIA WOM/ INVESTOR CUSTOMER
ADVERTISING EVENTS
RELATIONS REFERRALS RELATIONS CARE
© 2011 Brandlift LLC

47. The payoff...
Employee Prospect Sales Customer Market
pride + awareness + efficiency + loyalty + confidence +
engagement interest production revenue valuation
© 2011 Brandlift LLC
BRAND

48. Quick recap—then questions
‣ A brand is the essence of a company,
product, or service
‣ People form emotional connections
with brands
© 2011 Brandlift LLC

49. Recap...
‣ Brands lift marketing effort + investment
‣ Brand strategy provides an
indispensable framework that
guides all communications + behavior
‣ Digital technology magnifies brands’
impact + effectiveness (or lack thereof)
© 2011 Brandlift LLC

50. Recap...
‣ The principles of brand building
are constant
‣ The best brands balance substance +
style (“logic + magic”) to create a
powerful business asset
© 2011 Brandlift LLC

51. Recap...
‣ Pursuing tactics before (or instead of)
strategy is a costly mistake many
companies make
‣ Invest in your brand foundation—
take advantage of your opportunity
to achieve true competitive separation
© 2011 Brandlift LLC

52. Insights + inspiration
Allen P. Adamson Marty Neumeier
© 2011 Brandlift LLC

53. Thanks!
Questions / feedback?
Andy Goldenberg
andy@brand-lift.com
Or let’s talk now...
© 2011 Brandlift LLC

54. Brand Strategy:
The Rising Tide That Lifts All Ships
“You see these absolutely beautiful, well-programmed We’ll explain the essence of strong, unique, and
sites that are missing that key piece of saying the right engaging brand communications (the tide) and how a
things to the right people.” well crafted platform will raise the effectiveness of the
many digital tactics attendees will learn about in other
That opinion was published in BtoB Magazine’s
Interactive Marketing Guide for 2008. While we believe Podcamp sessions: blogs, pay-per-click ads, SEO,
the underlying sentiment still rings true today, the point social media, email marketing, and so on (the ships).
extends beyond web sites to many facets of digital (as Attendees will gain a deeper understanding of:
well as offline) marketing. Branding myths; The impact of brands versus
products; Key components + characteristics of
Having attended Podcamp Philly a few years ago, we
were impressed by the substance and impartiality of the persuasive brands/messages; Messaging pitfalls
many sessions. Yet the focus tended to be on the to avoid; Self-assessment questions to evaluate
tactical (and often technical) levels of presenting and their own organization’s marketing assets +
readiness
delivering messages.
A campaign is only as good as its ability to reach—and
What about the message itself?
motivate—its target audience(s). Join us and make sure
your digital marketing efforts have the substance and
style to move your market.
© 2011 Brandlift LLC

55. 2011 Speaker:
Andy Goldenberg
Andy Goldenberg challenges growth-oriented companies to stand out—positioning
them to attract more of the customers they want, and to pursue opportunities with
more focus, more tools, and more confidence. In 2008, he formed Brandlift, a boutique
brand strategy and communications agency, to fill the void created by businesses’
widespread failure to differentiate themselves. (Is “We Love Our Customers” really
unique? Or motivating?) Andy’s known for delivering “creative capital”—purposeful
communications programs that balance strategic thinking with imaginative and artistic
expression. Prior to Brandlift, he spent 14 years leading the marketing of a fast-growing
telecom company, taking on the industry’s “big three” and guiding the corporate brand
through no less than four mergers and a Chapter 11 reorganization. His work has
earned recognition on local and national levels, including the American Business
Awards and Sales Excellence Awards.
© 2011 Brandlift LLC