a m a c o knowledge series, 120109
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Connecting Organizational Brand Strategy and Social MediaTRANSCRIPT
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American Marketing Association- Colorado Chapter Knowledge Series
Executing Brand Strategy through Social Media
An Organizational Perspective
University of Denver
December 1, 2009
Rex Whisman
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“Almost all the growth that’s available to you exists when you aren’t like most people and when you work hard to appeal to folks who aren’t most people.” Seth Godin, Tribes, 2009
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brand / n. 1 your name. 2 what your name stands for. 3 associations with your name.
branding / v. 1 the process of aligning your internal culture with your external reputation.
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Post Mad Men World
Traditional methods on life support Do more with less Expectation you stand for something Need to be transparent Should embrace emerging technology Must be authentic and sustainable Integrate life/work
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Three Waves of Brand Development
Marketing mind-set Corporate mind-set Enterprise mind-set
Source: Mary Jo Hatch and Majken Schultz, Taking Brand Initiative, 2008.
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Enterprise Brand
www.blogSouthwest.comwww.twitter.com/SouthwestAirwww.facebook.com/Southwestwww.youtube.com/NutsAboutSouthwest
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Social Media
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Get Connected
Rex Whisman
Principal
BrandED consultants group
www.BrandEDus.net
www.brandchampionsblog.com
www.facebook.com/rexwhisman
www.twitter.com/rwhisman
www.linkedin.com/in/rexwhisman
www.youtube.com/rexwhisman
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Next Steps
Assess your brandscape Know your purpose Understand your principles Seek out like-minded partners Develop your plan Test new media Align your mission, core
values and strategy Live your brand
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“Managing a brand is a lifetime of work.”
Howard Schultz
Chairman
Starbucks