Brand Strategy in a New Media Age
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Transcript of Brand Strategy in a New Media Age
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Brand Strategy in a New Media Age
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Tom Nixon
Brand Strategist, Alchemy
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What is a brand?
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WHAT HAPPENED TO MARKETING?
A BRAND IS AN EXPERIENCE.
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A brand experience is formed by
EVERY SINGLE EXPOSURE
you have before your audience.
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Yes, you too
HAVE A BRAND.
Whether you know it, want it,
shape it, care about it…
…or not.
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WHAT HAPPENED TO MARKETING?
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PAID MEDIA
• Advertising
• Newspapers
• Radio
• Television
• Magazines
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EARNED MEDIA
• Publicity
• Newspapers
• Radio
• Television
• Magazines
OWNEDMEDIA
• Website
• Newsletters
• Blog
• White Papers
SHAREDMEDIA
• Social Networks
• Forums
• Communities
• Blogs
• Gaming
EVOLUTION OF MEDIA
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…WHILE YOU WERE SLEEPING…
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THINGS GOT PRETTY COMPLEX.
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THE NEW MARKETING MODEL:
Dynamic
Content
StaticWebsite
External Comms.
Social Network
s
Internal Comms.
Search
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So where do you start?
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NOT HERE.
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OR HERE.
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OR EVEN HERE.
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IT STARTS WITH THEM.
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MORE LIKELY, THEM.
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WHO ARE WE TRYING TO INFLUENCE?
WHO – Who are we talking to? Define the audience: demographically, psychographically and geographically.
WHERE – Where do these audiences live, work and play? Are they on social networks, reading blogs, subscribing to print magazines?
WHY – Why should we engage with them, and vice versa? What are we looking to achieve? What is the strategy?
WHAT – What is our value to them? What is our message? What content do we have to share with them?
HOW – Tactics, networks, content calendar and rules of engagement are dictated by the answers to the questions above.
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This is brand strategy.
(not branding)
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TACTICS COME LAST, …NOT FIRST.
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BRANDING IS AN OUTPUT OF BRAND STRATEGY.
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What makes a good platform?
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WHY
SOLVE FOR “WHY”
WHYWHY
HOW
WHAT
SIMON SINEK TED TALK: THE GOLDEN CIRCLE
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A final thought.
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THE RULES DON’T.
TECHNOLOGY CHANGES…
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Tom [email protected]@tnixon16/tnixon16