Based on a presentation TeamWorks Media's Katie Fetting gave to the NCAA and NFL, these slides break down how to evaluate your brand promise, experience and product pay-off.
3. Who is Katie Fetting?
• The Director of Client Partnerships for TWM
• Someone obsessed with branding
• The person giving this presentation
4. As Director of Client Partnerships I provide:
• Strategic guidance
• A daily point of contact
• A fall-guy for anything that goes wrong
5. Background
• I’m a marketer by way of moviemaking
– In Hollywood, I sold a number of scripts, two of
which were produced into movies starring the
famous actresses Elizabeth Hurley and Mischa
Barton – unfortunately they aren’t famous for
acting
• Worked on brands like Autoweek, David’s
Bridal and Zillow
18. He’s handsome, tortured, talented…
He made his brand on Titanic, so whether or not he
likes it, he’s a heart-throb…
This image is why they pay him the millions.
It’s what the people want.
What they don’t want is…
19.
20. That isn’t the suave, hot Leo we know
and love. This is a bizarre man-boy who
isn’t living up to his pin-up promise.
People aren’t throwing down cash to see
this version of Leo – at least his core
fan-girls aren’t because…
21. A brand is a promise
of an experience
And it’s repeatable.
When you buy a Coke you expect a certain experience –
brown in color, a familiar taste, a familiar smell, carbonation.
22. The brand experience is the
payoff of that promise
If my Coke comes out green – even if every other
factor is the same – we have a problem.
Because…
23. When the promise and experience
don’t match, your brand suffers
≠
24. Let’s look at someone like Cate Blanchett.
Her brand is associated with:
Good acting
Quality filmmaking
Engaging stories
High-level directors and castmates
25. Benjamin Button,
Blue Jasmine, Elizabeth…
So why do we get so annoyed when she makes Indiana Jones
and The Kingdom of the Crystal Skull?
Her brand promise doesn’t match that particular brand
experience.
We expect the film to be good. We expect her to be good
in it. When it’s not and she’s not, we’re disappointed.
26. So why don’t we care when Adam
Sandler makes a crap movie?
34. If not, the gap between the two
shows you where the branding
work needs to be done.
35. That work could be…
• Targeted content
• A new ‘look’
• Better message articulation
• Increased public presence
36. Targeted content
Look at what influencers and participants
are hearing from you and see if you need to
adjust or create original content to directly
appeal to those constituencies.
37. A new ‘look’
This is where visuals come into play… brand
is not all about a logo, but how people feel
about your visuals matters – are they clear?
Are they unique? Do they feel current? Are
they consistent?
39. Increased public presence
Maybe you’re doing all of this right but
dropping the ball at the 1 yard line when it
comes to promotion. If a tree falls in the
woods…? Who cares if you can’t hear it.
41. Does your actual product or
service experience pay off your
brand promise?
?
42. No? Then you need to evaluate
where your system is breaking
down between the actual and the
promise
43. To borrow the parlance of the last presidential
election, don’t put lipstick on a pig.
If your core offering is bad – and if it doesn’t
match up with your brand’s promise – none of
this will matter.
Marketing can get anyone to try something
once… but if what they buy – or buy into – is
bad, that’s not a branding problem.
That’s an offering problem.
47. This is a design questionnaire that has
disparate values on a continuum… use this
as an exercise in how you want to be
perceived.
(This one is actually filled out for my
company, TeamWorks.)
48. Exercise 2: Point of differentiation
We all think we’re special, but
what makes you special to people
who aren’t your mom?
49. Insider bias: we all have it, but we need to break out of
it. We live this stuff every day so we tend to think it’s
more intuitive and interesting to the common person
than it actually is.
To get to your point of differentiation, you need to
think about what your target would find best about you
– not what you do.
And don’t say your point of differentiation is something
everyone claims like “good service.”