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Building Strong Brands

Bernard Gauthier, MA
CEO
Delta Media Inc.
June 24, 2011

www.deltamedia.ca

4 Brand Myths

1. Brandingissomethingnew.
2. Brandscanbefoundon
letterhead,cargrillsandrunning
shoes.
3. Brandscanbemanaged.
4. Ifyouwanttobuildastronger
brand,designastrongerlogo.

Brand Reality Check #1

Brandingisanancient
practice
thatisconstantlyevolving.

BrandsPart1:
Ownership

BrandsPart2:
ROIfornational
advertising

C.1850

C.1930

BrandsPart3:
Recognition&
Awareness

BrandsPart4:
Lowinformation
rationality
Totems
Companiesyoukeep

Brand Reality Check #2

Brandsdonotlive
here.

Brand Reality Check #2

Brands
livehere.

Building the Brand: 4 elements


Marketing Communications

Experience

OUR BRAND

Brand Identity
(logo, name, slogan)

Word of
mouth,
media
coverage

Building the Brand: 4 elements


Marketing Communications

Experience

OUR BRAND

Brand Identity
(logo, name, slogan)

Word of
mouth,
media
coverage

Building the Brand: 4 elements


Marketing Communications

Experience

OUR BRAND

Brand Identity
(logo, name, slogan)

Word of
mouth,
media
coverage

Building the Brand: 4 elements


Marketing Communications

Experience

OUR BRAND

Brand Identity
(logo, name, slogan)

Word of
mouth,
media
coverage

Building the Brand: 4 elements


Marketing Communications

Experience

OUR BRAND

Brand Identity
(logo, name, slogan)

Word of
mouth,
media
coverage

Brand Reality Check #3

Brandscannotbe
managed.
Theycanbeinfluenced.

Managing Your Brand

Experience canbemanaged.
Marketingcommunicationscan
bemanaged.
Brandidentitycanbemanaged.
Wordofmouthandmedia
coverage canbeinfluenced.

Experience

Experience

MarketingCommunications

Brandidentity

Wordof
mouth&
media

Brand Reality Check #4

Tobuildastrongerbrand,
startwithexperience,
marketingcommunications
andpublicrelations.
Thenconsideryourbrand
identity.

Manage experience
Every touch point:

Every visit
Every call
Every email
Every invoice
Every meeting
Every report

Manage experience

Audit your touch points


Consider all 5 senses
Be a mystery shopper
Ask your clients and customers
Ask your front line people

Manage marketing communications

Congruity

USP, Values, Credibility

Consistency

Continuity

Manage marketing communications

Audit your communications

Test with your audiences

Integrate all channels

Print, online, social media, events

Manage public relations

Media coverage

Social media conversations

Influentials

Manage public relations

Monitor

Respond when necessary

Initiate when the opportunity


arises

Awards, hires, completed projects,


innovations

Manage brand identity

Logo

Name

Tagline

When the time


is right

Manage brand identity

Remember

Over to you

Questions
Comments
Stories
BernardGauthier
CEO
DeltaMediaInc.
www.deltamedia.ca
@bgauthierpr

Over to you

Thankyou

BernardGauthier
CEO
DeltaMediaInc.
www.deltamedia.ca
@bgauthierpr

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