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Brand Alignment Session June 21, 2000

Brand Alignment Session June 21, 2000. Today’s Agenda . 9:00 – 9:15 AM - Coffee/Breakfast 9:15 – 10:00 - Agenda – Setting Expectations - Introductions - Ground rules 10:15 – 1:00 - Exercise 1 - Discussion of results 12:00-1:00 - Lunch 1:00 – 2:30 - Exercise 2

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Brand Alignment Session June 21, 2000

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  1. Brand Alignment Session June 21, 2000

  2. Today’s Agenda 9:00 – 9:15 AM - Coffee/Breakfast 9:15 – 10:00 - Agenda – Setting Expectations - Introductions - Ground rules 10:15 – 1:00 - Exercise 1 - Discussion of results 12:00-1:00 - Lunch 1:00 – 2:30 - Exercise 2 - Target audience definition & need state 2:45 – 3:45 - Exercise 3 - Positioning 3:45 – 4:00 - Break for whatever… 4:00 – 5:00 - Revisit goals & expectations 5:00 – 5:30 - Next steps in the process • 2000, TFA/Leo Burnett Technology Group. All rights reserved.

  3. Introductions • From TFA/Leo Burnett… • Brian Chertok – VP, Group Account Director • Steve Hall – Account Supervisor • Jennifer Grella – Account Executive • Ceara Duffy – Account Coordinator • 2000, TFA/Leo Burnett Technology Group. All rights reserved.

  4. Introductions • From Wired Empire… • 2000, TFA/Leo Burnett Technology Group. All rights reserved.

  5. Ground Rules Open forum Open minds Titles mean nothing Nothing is wrong Think outside the box Keep your eye on the prize Leave it all on the court • 2000, TFA/Leo Burnett Technology Group. All rights reserved.

  6. Why are we here? • The market is ripe for ownership • Preliminary research indicates there is no one leader in the “e-direct marketing/management” space • Ownership comes from the markets understanding of crystal clear company positioning • Desire to have market equate e-marketing with WiredEmpire • Basis to…Development and execution of newly developed Brand statement to the marketplace • 2000, TFA/Leo Burnett Technology Group. All rights reserved.

  7. What do we know so far • Insight from Focus Groups, etc. • 2000, TFA/Leo Burnett Technology Group. All rights reserved.

  8. But first, some definitions…. • BRAND • the genetic material that differentiates your organization from others. • Attributes that provide some sort of emotional satisfaction, tangible or intangible, rationale or irrational • Represents the operational model of your company • Simple Terms: The difference between the value of the Brand to the consumer and the value of the product without the branding. • 2000, TFA/Leo Burnett Technology Group. All rights reserved.

  9. First, some definitions…. • VISION • What you want to be. • Attributes need to be enduring, timeless. • Must be slightly out of reach. • Must have internal buy-in. • Represents the end-goal. • 2000, TFA/Leo Burnett Technology Group. All rights reserved.

  10. First, some definitions…. • MISSION • How you plan to achieve your Vision. • Uniquely realistic. • Challenging. • Renewable. • 2000, TFA/Leo Burnett Technology Group. All rights reserved.

  11. First, some definitions…. • ESSENCE • What you want them to feel about you. • What words can’t explain. • Inner-directed. • Specific. • 2000, TFA/Leo Burnett Technology Group. All rights reserved.

  12. First, some definitions…. • POSITIONING • Must identify • Who (target market) • What (What we want the customer to say about us) • How (Unique selling proposition) • 2000, TFA/Leo Burnett Technology Group. All rights reserved.

  13. Vision What we want to be. Essence What we want them to feel. Mission What we want them to do Positioning What we want them to say. Brand Profile Internal External Fixed Variable • 2000, TFA/Leo Burnett Technology Group. All rights reserved.

  14. I. Developmental II. Aspirational III. Experiential IV. Evolutionary The Development process… • 2000, TFA/Leo Burnett Technology Group. All rights reserved.

  15. A phased approach II. Aspirational I. Developmental • Terms of engagement • Roles & responsibilities • Timelines/milestones • Expectations • Deliverables III. Experiential IV. Evolutionary • 2000, TFA/Leo Burnett Technology Group. All rights reserved.

  16. A phased approach I. Developmental II. Aspirational • Internal alignment • Positioning • Business contribution • Brand conception • Development of • Creative Guidelines III. Experiential IV. Evolutionary • 2000, TFA/Leo Burnett Technology Group. All rights reserved.

  17. A phased approach I. Developmental II. Aspirational • Presentation of creative guidelines • Navigation • Site architecture • Content strategy • Creative development • Beta site posted III. Experiential IV. Evolutionary • 2000, TFA/Leo Burnett Technology Group. All rights reserved.

  18. A phased approach I. Developmental II. Aspirational • Tracking & measurement • Testing • Revisions/enhancements • Increased brand accuracy III. Experiential IV. Evolutionary • 2000, TFA/Leo Burnett Technology Group. All rights reserved.

  19. Where we’re at today… II. Aspirational • Internal alignment • Positioning • Business contribution • Brand conception • Development of • Creative Guidelines • 2000, TFA/Leo Burnett Technology Group. All rights reserved.

  20. But there are some considerations II. Aspirational • Speed/time to market • Accelerated process • No CEO • Internal alignment • Positioning • Business contribution • Brand conception • Development of • Creative Guidelines …and that could effect the accuracy of execution • 2000, TFA/Leo Burnett Technology Group. All rights reserved.

  21. Expectations & Goals • 2000, TFA/Leo Burnett Technology Group. All rights reserved.

  22. Expectations Internal alignment & consensus on: • Values & essence • Positioning…Vision? Mission? • Target audience definition • Target audience need state • Business drivers • 2000, TFA/Leo Burnett Technology Group. All rights reserved.

  23. Goals • Get the necessary information to create the WiredEmpire brand platform: • Is compelling to your target audience (internal & external) • Positively contributes to your business goals • Forms framework for all customer and prospect contact • Will refine the brand experience over time With the understanding that it will start internally and emanate outward • 2000, TFA/Leo Burnett Technology Group. All rights reserved.

  24. Exercise 1:Do you have your homework? • 2000, TFA/Leo Burnett Technology Group. All rights reserved.

  25. What did you bring and why? • The rules: • Show us what you brought to represent your company. • The rest of the group will try to guess why and/or what it means. • You tell us the real reason(s) for your choice • You grade the group on its intuitiveness. • 2000, TFA/Leo Burnett Technology Group. All rights reserved.

  26. Recap • Are there any common words, phrases or themes? • Are there any glaring omissions? • Is there one object that covers everything? • Is this representative for the entire company? • Anything else? • 2000, TFA/Leo Burnett Technology Group. All rights reserved.

  27. What does this help us define? • What is your company’s vision? • What is your company’s mission? • Ideally, what does your company’s brand stand for? • What’s your desired brand personality? • 2000, TFA/Leo Burnett Technology Group. All rights reserved.

  28. Exercise 2: Let’s think about your target audience

  29. Previously identified as… • The marketing community • Current employees • Prospective employees • Clients/customers (current & potential)

  30. But first, tell us about WiredEmpire • Relative to your target audience(s): • What unique claim can you make about your product/service? • What is your customers and prospects current perception of your product/service? • What is your desired perception? • 2000, TFA/Leo Burnett Technology Group. All rights reserved.

  31. Try on some new shoes • 2000, TFA/Leo Burnett Technology Group. All rights reserved.

  32. Walk a mile in someone else’s shoes • The rules: • Break into 3 groups • Choose a picture to represent your target audience • Step into that person’s shoes and tell us about them and why they would be interested in Wired Empire software • 2000, TFA/Leo Burnett Technology Group. All rights reserved.

  33. 2000, TFA/Leo Burnett Technology Group. All rights reserved.

  34. Recap • Are there any common words, phrases or themes? • Are there any glaring omissions? • Is there one target that covers everyone? • Is this representative for the entire company? • Anything else? • 2000, TFA/Leo Burnett Technology Group. All rights reserved.

  35. Some general questions • What is your audiences’ primary pain point? • Describe the audiences’ demographics – values, attitudes, lifestyles, age range, household income and education. • Are there noteworthy segments requiring different messages? • 2000, TFA/Leo Burnett Technology Group. All rights reserved.

  36. Some general questions • What are the top objections your prospects have to buying from you and how would you respond to each objection? • What is the tone or personality you are trying to project? • Does this match up to your target audience? • 2000, TFA/Leo Burnett Technology Group. All rights reserved.

  37. Exercise 3:PositioningCreating Believers • 2000, TFA/Leo Burnett Technology Group. All rights reserved.

  38. Positioning - Exercise • The “Who.” • The “What.” • The “How.” • Must be unique, distinguishable and sustainable from competitive options. • 2000, TFA/Leo Burnett Technology Group. All rights reserved.

  39. Positioning – Who? • __________________________________________ • __________________________________________ • __________________________________________ • __________________________________________ • __________________________________________ • __________________________________________ • __________________________________________ • Must be unique, distinguishable and sustainable from competitive options. • 2000, TFA/Leo Burnett Technology Group. All rights reserved.

  40. Positioning – What? • __________________________________________ • __________________________________________ • __________________________________________ • __________________________________________ • __________________________________________ • __________________________________________ • __________________________________________ • Must be unique, distinguishable and sustainable from competitive options. • 2000, TFA/Leo Burnett Technology Group. All rights reserved.

  41. Positioning – How? • __________________________________________ • __________________________________________ • __________________________________________ • __________________________________________ • __________________________________________ • __________________________________________ • __________________________________________ • Must be unique, distinguishable and sustainable from competitive options. • 2000, TFA/Leo Burnett Technology Group. All rights reserved.

  42. Final Positioning • __________________________________________ • __________________________________________ • __________________________________________ • __________________________________________ • __________________________________________ • __________________________________________ • __________________________________________ • Must be unique, distinguishable and sustainable from competitive options. • 2000, TFA/Leo Burnett Technology Group. All rights reserved.

  43. Have we done what weset out to do? • 2000, TFA/Leo Burnett Technology Group. All rights reserved.

  44. Have we reached… Internal alignment & consensus on: • Values & essence • Target audience definition • Target audience need state • Business drivers and Web contribution • Positioning • 2000, TFA/Leo Burnett Technology Group. All rights reserved.

  45. Did we… Get the necessary information to a brand platform that: • Is compelling to your target audience (internal & external) • Positively contributes to your business goals • Begins to develop and define the Wired Empire brand • Will refine the brand experience over time • 2000, TFA/Leo Burnett Technology Group. All rights reserved.

  46. THANK YOU FOR COMING!

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