Hello

About Us• Customize our teams

based on our client’s needs

• History of working with great clients like: Chinet, Bernina, Batter Blaster, Money Smart Week Chicago and more!

• Headquartered in Austin, Texas with offices in Chicago, Los Angeles, New York City, St. Louis

Today’s Agenda

• Branding, defined

• Evolution of a brand

• Objectives of a good brand

• Evangelizing your brand’s ambassadors/influencers

• Knowing your brand’s barriers

• Extending your brand beyond marketing

• Case study: Money Smart Week Chicago 2011

Branding Defined

• Name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.

• A brand can take many forms including a name, sign, symbol, color combination or slogan.

Evolution of a Brand

• A strong brand is constantly evolving, but not changing directions

• Examples of recent brand evolving: Groupon

Brand Evolving: Groupon

• Groupon is a great example because it starts as new service based on needs of customers and evolves by:

• Listening to customers and adding personalized services (food, spa, travel, entertainment) and location based coupons

• Corrected its missteps (Groupon Superbowl ad debacle)

• Groupon NOW

• Groupon is now a “verb” – whether you use different online coupons, people now refer to them as Groupons – like tissues are Kleenex

Objectives of a Good Brand

• Delivers a clear, concise message

• Confirms your credibility

• Connects your target audience emotionally

• Motivates action

• Creates brand loyalty

• Has high integrity – is genuine

Understanding Your Target Audience

• Know the basics (gender, age range, income level, etc.)

• Then dig deeper:

• What does it mean if your brand draws more women than men?

• What does it feel like to walk in your target audience’s shoes? What are their desires, hopes, dreams?

Evangelizing Your Brand’s Ambassadors/Influencers

• Develop brand ambassadors who believe so strongly in your brand that they’ll freely work to convince others to become brand ambassadors

• Your community of brand ambassadors must have the tools to evangelize

Knowing Your Brand’s Barriers

• Competition

• Timing

• Budgets

• Location

• Demand (lack of)

• Niche market

Extending Your Brand Beyond Traditional Marketing

• Street teams

• Social media

• Word of Mouth campaigns

Case Study: MSW Chicago

• Media relations

• Social media

• Street teams

Q&A

Contact Information

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