Learn about what to expect on 2017 and how to keep your brand hot.

1. New Year, New You
R e d e f i 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

2. 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.

3. @GetFluid
#FluidWebinarSeries

4. For Best Results, Adjust Focus
A 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

5. 5
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

6. Branding…For You?
E x e r c i s e 1 : W r 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 )

7. 7
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.”

8. 8
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.

9. 9
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

10. Critical Brand Messaging Challenges
A n d h o w t o e f f i c i e n t l y o v e r c o m e t h e m …

11. 11
Business Books are Boring

12. 12
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/

13. 13
No Time, No Resources

14. What is a message map?

15. 15
What is SoLoMo?
T h e d e f i 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 k e 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 .

16. Watch and Learn
A 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

17. 17
There’s More Than One Way to Skin a Cat
Images and content from:
http://contentmarketinginstitute.com/2
016/07/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

18. 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

19. Questions?

20. THANK YOU
@GetFluid
#FluidWebinarSeries