Presentation to help build, strengthen, and launch brands. Addresses new media vs. traditional media.

4. SAFE What is a brand? LUXURY EXPENSIVE OVERNIGHT DELIVERY

5. What is a brand? Really a brand is… An idea or concept that you own in the mind of your customer or prospect.

6. What is a brand?

10. ALLRIGHT, NOW WE’RE MOVING!!

11. Make sure your Unique Selling Point (USP) is clear, be different. Avoid expanding your product and/or service lines Narrow and keep your focus Don’t focus on the short term sales, think long term When introducing “Sibling Brands” within your line make sure they are each unique and do not overlap Define your brand, talk to your staff, talk to your customers. Make sure this information is always current 451 tips to strengthen your existing brand

13. Pick a name that is simple, is clever and has a meaning that is relative to your industry/USP (Blockbuster Video, Staples, Budget). No generics! Develop a strong USP, mission, and brand promise Use a horizontal logotype. Roughly two and one-fourths units wide and one unit high are optimum Use colors that are opposite to your major competitors Try to be the first in your category! If you are, try to “own” a word for your brand (Q-tip, Kleenex, Saran Wrap) Define your targets/audience, where are they? Pay attention to the color pallet you choose and how it will affect your brand Tips on how we launch a new brand

15. Rebrand from the “inside out”. Engage your staff and any key stakeholders Consider your existing brand equity, have a strategy in place to make sure you don’t lose equity or customers Talk to your customers and prospects about what the brand means to them before you begin the process Let people know what’s coming before you “flip the switch” Make sure your staff is fully aware of your new brand and feel comfortable explaining the Brand mission/purpose to customers and prospects Tips on how to rebrand

16. Let’s talk about being different

18. Roughly 1 Million SKU’s in America (standard stocking units) 87 different types of soda (not even counting energy drinks) 70+ types of Levi’s 1,212 vehicle styles 12,458 radio stations February 2007, an internet survey found 108,810,358 distinct websites for people to get information from More proof…

19. Uggh, my head hurts!

20. Use your USP in your tagline Be the first in your brand category. If you are first let people know! If not, try to augment your brand with an attribute that creates your own category. (Corona is beer served with limes, Toothbrush with fading bristles to let you know when to change, etc.) Social proofing, preference Heritage Price, Price + Attribute Next generation Hot (usually short lived) Ways to differentiate your brand

21. How do you build and promote your brand? Grow, Grow, Grow Your Brand…

26. What is PR 2.0? PR 2.0 = Public Relations through “social media” Components of PR 2.0 include: Blogs: A valuable resource for tracking industry trends and hot-button topics Multimedia: Online video sharing represents one of the fastest-growing media sectors (250 million video clips watched daily, YouTube has twice the reach of MTV) Social Media News Releases: News Releases that combine text with a host of social and multimedia elements, including photos and video, links to blogs, digital tags, RSS Feeds and SEO (See SEO/PR) Bookmarking and News Sharing: Elevating the readership of news releases by tagging the release on sites such as Digg and Del.icio.us Social Networking Sites: Influencing through social networking sites

28. The importance of SEO/PR Where do most reporters get their news?? 98% Go Online Daily 92% Specifically for Article Research 73% Specifically to find Additional Press Releases Reporters have changed their behavior. Today, PR works best when it is search-optimized!

30. Discussion about your brands

31. CONGRATULATIONS!! YOU HAVE OFFICIALLY MADE IT THROUGH THE 451 BRAND BOOTCAMP!!

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