1. Brand and Monetize Your Broadband Network Investment
BRAND, PLAN and EXECUTE
Chuck Harris, Sr. VP Marketing Services

2. Brand, Plan and Execute – Some Questions
Have you developed a brand for your company and for your service offering(s)?
Plan
Do you have a documented, integrated, budgeted marketing plan for the rollout and launch of service?
Execute
Are your marketing campaigns tied to specific milestones or timed to phases of your broadband build-out?

3. What is Branding and Why Should You Care?
What is a brand?
Why is it important?
How do you know if you have one?
How do you establish a brand?

4. What is a Brand?
It is the emotional and psychological relationship you have with your customers. Strong brands elicit thoughts, emotions, and sometimes physiological responses from customers.
Logos are not brands, they are merely representations of brands. They are the entry point and the shortcut to the brand for your mind. A brand is the foundation of all your marketing activities.
A brand runs through EVERYTHING a company does. It is what sets a company apart. It includes everything you do – from the way you answer the phone to the quality of your product.

5. What is Branding?
“Branding is about taking something common and improving upon it in ways that make it more valuable and meaningful……”
Source: Scott Bedbury (Nike, Starbucks, Brand Strategist)
“It’s just a cup of coffee…..”
“It’s just a pair of sneakers…..”
“It’s just telecom services.....”

6. Why is it Important?
DIFFERENTIATION
The Answer?

7. Why is it Important? Because today people are overwhelmed
by available choices.
Interest in, and loyalty to brands that don’t
“make a connection with them” fall off the choice chart.
What does your brand say about you?

8. How Do You Know if You Have a Brand?
You already have a brand - - good or bad.
People have beliefs about what you do and how well you do it.
If you don’t actively define your brand, your competition will, or your brand will define you!

9. Establishing a Brand – 8 Principles
Relying on “brand awareness” is marketing fool’s gold
Be more concerned about brand relevancy.
You have to know it before you grow it
Most brands don’t know where they are, where they have been or where they are going. You must define who you are and what you want to be.
Remember the spandex rule of brand expansion
Just because you can doesn’t mean you should.
Great brands establish enduring customer relationships
It has more to do with emotion and trust than footwear cushion or coffee beans.

10. Establishing a Brand – 8 Principles (con’t)
Everything matters
It’s not just what you do but how you do it.
All brands need good parents
Someone in your company needs to be your brand champion but everyone is a brand ambassador.
Big is no excuse for being bad
Good brands stand for something. People and principles first.
Relevance, simplicity and humanity
Will distinguish brands in the future – not technology.
Source: Scott Bedbury

11. Establishing a Brand - Attributes of Powerful Brands
They have clear values - They know what they stand for
Google, and Apple have clear, set brand values. Everything they do is driven by these values.
They are relevant
You are allowed to have an extraordinary vision for your brand, but it still has to be relevant to your customers in order to be successful.
They have Integrity
Each and every little thing a company does should be done according to the brand values. If this is done effectively, it builds a reputation of trust.
They look the part - They are consistent
The visual message is in-line with the tone of the written message and the company’s behavior. Consistency builds trust. With Apple – even the box is a work of art. .

12. Establishing a Brand Means Speaking Clearly
Establish your Message
Behind every great brand is a fundamental core brand message: a compact statement that declares why the brand matters and what it stands for.
Every brand needs a voice. Messaging provides the words that help customers and prospects understand a firm's value (why it’s useful) and its values (what it believes in).
Checklist
Does your core brand message offer anything different from your competitors?
Is your messaging short, simple and clear?
Does your message reflect reality? Brand messages must be authentic to be believed.
Does your message resonate with your target audience?

13. Brand, Plan and Execute – Some Questions
Have you developed a brand for your company and for your service offering(s)?
Plan
Do you have a documented, integrated, budgeted marketing plan for the rollout and launch of service?
Execute
Are your marketing campaigns tied to specific milestones or timed to phases of your broadband build-out?

14. Plan Framework : Marketing with Discipline
The building blocks ……..
Execute with focus
Measure success
Set monthly & quarterly goals
Tactical
Develop a budgeted, fully integrated
marketing plan
Develop brand identity “look and feel”
around that message positioning
Establish the Brand Vision and Message
Strategic

15. Plan Components and Starting Point
Baseline yourself through market research
Where do you stand against your desired brand vision?
How are you perceived by customers and prospects?
How large is the gap you are trying to close?
Build a “goal based” marketing plan
What do you want to accomplish?
What marketing vehicles will you use?
Set specific actions and programs.
Write your plan down and measure progress.

16. Develop a “Theme Based” Integrated Approach
Game Plan
Theme 1
Theme 2
Theme 3
Theme 4
Purpose
Establish
Themes
(1Q)
(2Q)
(3Q)
(4Q)
Articulate
Messaging
Theme Specific
Integrate Your Marketing
Vehicles:
Website
Direct Mail
Town Events
Newsletter
Social Media
Advertising
Etc…
Set #’s & Goals
(Commit to
Execution)
Use as Biz Tool
# per Qtr
# articles
Quantify A
Drumbeat
All Vehicles
Support Theme
& Campaign
Support
Core Brand
Tie to
Core Brand
All Market
Vehicles
Support
Themes
Control the
Dialogue

17. Are You Matching Marketing to Your Network Build?
Phase I
Pre – Build
Phase II
During Build-out
Phase III
Pre-Launch
Positioning
Phase IV
Launch
Post Launch
Build
Excitement
Explain What’s
Happening
Position, Sell
Reinforce
Deploy and
Support
Integrated Marketing Campaigns
Communicate With Your Community

18. Wrap-up How do you monetize your broadband network investment?
Brand
Plan
Execute
Enduring brands make emotional connections.
In branding – everything matters. Everyone is an ambassador.
Every plan needs a framework, goals and themes.
Even marketing can have operational discipline.

19. Brand and Monetize Your Broadband Network Investment
THANK YOU
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