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Published byMarybeth Osborne Modified over 9 years ago
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STEAL THIS BRAND
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WHAT IS A BRAND?
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WHAT IS A BRAND? Something applied to an average thing to make it seem more special A logo, tagline, mission statement, etc. An ‘aspirational’ stake in the ground and the tools and rules that enbable average people to do genius-level work
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WHAT DOES BRANDING & MARKETING COST?
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FREE!
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We’re going to use social media. We’re going to make a viral video.
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Relying on VIRAL VIDEOS to promote your brand is like using the LOTTERY to pay your bills
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Social media is not PAID MEDIA, it is EARNED MEDIA
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KICKSTARTER TED TALK VIRAL VIDEO NEWS STORIES SOCIAL MEDIA
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What Can Marketers Exploit? 1. Best Price, Special Deals and Risk-Free Purchase 2. Exotic, Taboo and the (Seemingly) Dangerous 3. Expert Study or Endorsement 4. Celebrity Status 5. A Political or Social Cause or Controversy 6. Our “Maslowsian” Needs a. Physiological – multiple brands and store brands, no risk – money- back guarantees, fair and clear pricing, sales and special offers, suggested sales … b. Safety, love/belonging and esteem – through adoptable brand stories that signal our tribal identity and establish or reinforce our social status c. Self-actualization, transcendence and forgiveness
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Branding Plan 1. Name (with a good url) 2. Logo and graphic standards 3. Tagline and catch phrases 4. Social mission
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Platform Plan 1. Website and lead capture 2. Email and digital marketing 3. Sharing and Sampling – applications, high-value content, events, trial product/free product 4. Stakeholder development – social media, donation opportunities 5. Sponsorships –think of paid media as a form of sponsorship 6. Analytics
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Marketing Process Plan 1. Set a budget 2. Establish a process 3. Put it on a schedule 4. Stick to the schedule
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