Branding Challenges and Lessons - 2015 NAA Education Conference and Exposition
Transcript of Branding Challenges and Lessons - 2015 NAA Education Conference and Exposition
June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
June 24-27, 2015Mandalay Bay Resort & Convention Center | Las Vegas
Panel Discussion: Gabriel Cohen, Jamie S. Gorski
Joseph Batdorf, and Summer Austin
BRANDING CHALLENGES AND LESSONS
June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
Branding Challenges and Lessons: About the Session
Panelists:
•Gabriel Cohen, Chief Marketing Officer, Monigle Associates Inc.
•Jamie S. Gorski, Chief Marketing Officer, The Bozzuto Group
•Joseph Batdorf, President, J Turner Research
•Summer Austin, Director of Strategic Marketing, Camden
Learning Objectives:
•The challenges in establishing and maintaining a consistent brand.
•The role played by market research in supporting a brand.
•Factors affecting brand building.
•Best practices in brand building in the multifamily industry.
June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
June 24-27, 2015Mandalay Bay Resort & Convention Center | Las Vegas
Chief Marketing Officer, Monigle Associates Inc.
Gabriel Cohen
June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
• A brand is not an ad…
June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
• A brand is not a logo…
June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
• A brand is not a symbol…
June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
• A brand is not a slogan or tagline…
June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
• Brand is a much bigger idea
June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
Brand (n):
A business asset representing the promise and delivery of experience across touchpoints that establishes relevance and differentiation while unlocking value creation
June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
Re-energizing a
brand to welcome
people home
Brand Strategy
Tagline
Identity Design
Design System
Brand Architecture
Environmental Design
June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
The biggest challenge for marketing leaders is to get buy-in
from your colleagues.
June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
• It’s time for the Logo Police to retire!
June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
3 things you can do today
June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
#1 Connect the brand benefits to priority business outcomes
• Internal advantages of a strong brand
• Clarity of purpose
• Filter for decision-making
• Motivator for employees
• Attraction for new talent
• Efficiencies in marketing
• Segmentation around customer needs
• External advantages of a strong brand
• Pricing premium and lower elasticity
• Recognition in the sector
• Barriers to entry for competitors
• Attracting customers and partners
• Loyalty of customers and partners
• Leverage with suppliers
• Credibility when entering new areas
• Goodwill in time of crisis
June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
• #2 Reframe the definition of brand:
Culture
Experience
June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
• #3 Map the journey and find willing collaborators
June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
Setting yourself up for success
1. Establish a clear link to the business strategy that sits on CEO desk
2. Define clear KPIs / outcomes to measure success 6,12,18, 24 months out
and establish a baseline comparison
3. Build relationships with internal stakeholders from other functions that
control you have to get on board?
4. Identify potential barriers and ensure there is executive sponsor who has
your back
5. Give yourself flexibility to reprioritize the scope and work steps after the
Discovery phase
6. Be sure you account for post-launch activities including activation,
implementation, conversion and sustainability as part of the plan
June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
June 24-27, 2015Mandalay Bay Resort & Convention Center | Las Vegas
Chief Marketing Officer, The Bozzuto Group
Jamie S. Gorski
June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
June 24-27, 2015Mandalay Bay Resort & Convention Center | Las Vegas
Director of Strategic Marketing, Camden
Summer Austin
@summeraustin
June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
Brand is more than just a tagline.
Branding ispeople,culture &leadership.
June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
Consistency. Repetition.Buy-in. More Repetition.
Camden-ize each communityThe Camden ExperienceMarketing Organization Support
June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
Branding drives revenue
June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
Branding benefits investment
June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
Manage Brand by Managing Reputation
Thank youFor any questions or comments please contact:
Gabriel Cohen – [email protected]