什么是品牌以及如何創建一個.pdf

1、XWhat Is A Brand&How Do You Create One?November 11,2024|Grand Summit Hotel at Sunday RiverWho the heck are we?2Meranne BehrendsCo-Founder&CEOBackground in Consumer Psychology&Brand Strategymerannewftw.meLuke BehrendsCo-Founder&Chief Creative OfficerBackground in Journalism,Copywriting&Creative Direc

2、tionlukewftw.me 4An independent ad agency giving brands a breath of fresh air.So what is a brand?A brand is a set of emotional drivers.Its a living breathing entity.Brands have the ability to create connections that influence behavior.Theyre what people say about you when youre not in the room.How a

3、bout laypersons terms?Our First Ad97 BRAND BUILDING PRINCIPLES1.FIND YOUR NORTH STAR2.ARTICULATE THE GOAL3.BE AN EXPERT IN YOUR CATEGORY(and your competition)4.ENTRENCH YOURSELF IN YOUR CORE CUSTOMER5.GET YOUR MARKETING PRIORITIES STRAIGHT6.FIND YOUR CREW7.CHART YOUR FUTURE111Find YourNORTH STAR#1 F

4、IND YOUR NORTH STARKnow what your brand stands forbeyond the tangibles of the product or service,and live it consistently everyday.NORTH STAR CREATIVELY IS TO GET YOUR COPY RIGHT AND YOUR PHTOS RIGHTCAUSE ONCE YOU DIAL THAT IN YOU CANT AKE IT ANYWHERELIKE TO WINTERA ND PRODUCTA ND WINTER AND PRODUCT

5、 WITHOUT ANY COPY EVENSAME HEREYOU CAN EVEN TAKE A GUY JUST HITTING A BACKCOUNGTRY JUMP AND THROW A LOGO OVER IT AND IT ALL FUCKING TRACKS GOD DAMNITHow Can You Find Your North Star?Define your purpose.Layer on your most important audiences.Make decisions with your North Star in mind.242Articulate T

6、HEGOAL#2 ARTICULATE THE GOALKnow your goals,prioritize ONE,and turn it into the mark on the wall everyday.29As seen on:Broadcast TV&Radio,Print,Hulu,Spotify,Paid Social,Reddit,Facebook,Instagram,Sponsorships,Billboards,Transit,Direct Mail,Influencer9 Channels/23 Media PublishersMicro goalsJoin maine

7、 campaign for TNCVery specific capital goalAnd then when we went into public phaseWe had to get very specific with how we w9ould reach that capital goalSo what we decided to focus onPublic audienceWho skews youngerThose that are aware of climate changeBut not aware of what TNC is doingSo we have thi

8、s platform of the climate is changinHow do we take that and focus it to this goal of younger audiencesInfluencer Partnership Partnership with Aislinn Sarnacki View:here PW:WFTWInfluencer Partnership Partnership with Aislinn Sarnacki Influencer Partnership Partnership with Aislinn Sarnacki How Can Yo

9、u Articulate Your Goal?Audit your goals and ambitions.Define your#1 Goal.Make it a constant.Align your team around it.373Be An Expert In YourCATEGORY(and your competition)#3 BE AN EXPERT IN YOUR CATEGORYKnow what you compete with,not just who your competitors are.How Can You Be The Category Expert?A

10、udit your category.Own your niche.Start creating around your expertise.434Entrench Yourself In Your Core CUSTOMER#4 ENTRENCH YOURSELF IN YOUR CORE CUSTOMERKnow who your core customer isbefore articulating your prospective customer,and go beyond the demographics.Perceived“Aspirational”Core Loyal Cust

11、omerSticking To Your CorePeeling back the LayersWebsite Analytics Custom SurveysInterviews&1:1s Current Customer DatabaseIncentivized Feedback Focus Groups Transaction Information Ride-Alongs&Creative Qual Just discussions!How Can You Entrench Yourself in Your Consumer?Ride along.Back it with data(a

12、ka conduct a survey).Build detailed Customer Personas.Listen,engage,and adapt.485Get Your Marketing PRIORITIESStraight#5 GET YOUR MARKETING PRIORITIES STRAIGHTFigure out how to prioritize marketing dollars.Then outsmart not outspend.51How Can You Establish Marketing Priorities?QUESTIONS TO ASK YOURS

13、ELF:1.Whats the%of revenue(5-15%)youre willing to spend?2.How is it proportional to the desired outcome?3.How can metrics inform future planning?4.What are you comfortable spending?Survey your marketing&development infrastructure.Identify key priorities.Allocate resources wisely.6Find YourCREW56#6 F

14、IND YOUR CREWKnow your unique values well enough that other like-minded partners are easy to find.Stio x KSXHow Can You Find Your Crew?List out brands you believe share your values.Build a criteria.Build collaborative,mutually-beneficial relationships.7Chart YourFUTURE62#2 ARTUCULATE YOUR GOAL#7 CHA

15、RT YOUR FUTURE“Growth”and“Scaling”do not have one definition.Define your growth.Define your definition of growth.Innovate and find proactive ways to serve the audience.Craft a long-term vision(aka your 1-yr,5-yr,10-yr ambitions).Seek out the right growth models and partners.Conduct quarterly brand a

16、ssessments.Huck and pray.How Can You Chart Your Growth?677 BRAND BUILDING PRINCIPLES1.FIND YOUR NORTH STAR2.ARTICULATE THE GOAL3.BE AN EXPERT IN YOUR CATEGORY(and your competition)4.ENTRENCH YOURSELF IN YOUR CORE CUSTOMER5.GET YOUR MARKETING PRIORITIES STRAIGHT6.FIND YOUR CREW7.CHART YOUR FUTUREQ&A Session70www.wftw.me