branding and the good food system mark wilhelms

@markwilhelmsfb:redmeatmarketredmeatmarket.commark@redmeatmarket.com

BRAND

Marketing and Branding for Local Products

#Choselocal@GoodFoodFestChi #GoodFoodFestChi

Its not as easy as slapping a logo on a

product

Your BRAND is not a logo.

It is an experience that lives in your customer’s gut.

@markwilhelmsfb:redmeatmarketredmeatmarket.commark@redmeatmarket.com

Build AuthorityBuild AffinityBuild Trust

…in your Brand

There’s one big problem@markwilhelmsfb:redmeatmarketredmeatmarket.commark@redmeatmarket.com

WE ALL WANT THE SAME GUY!

@markwilhelmsfb:redmeatmarketredmeatmarket.commark@redmeatmarket.com

Pro-Sumer 2.0

Big Brands

@markwilhelmsfb:redmeatmarketredmeatmarket.commark@redmeatmarket.com

Digital Brands

@markwilhelmsfb:redmeatmarketredmeatmarket.commark@redmeatmarket.com

Traditional Media and Entertainment

@markwilhelmsfb:redmeatmarketredmeatmarket.commark@redmeatmarket.com

SOCIAL

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GOOD NEWS: YOU CAN BEAT BIG BRANDS ON A

LOCAL LEVEL.

@markwilhelmsfb:redmeatmarketredmeatmarket.commark@redmeatmarket.com

What you think you sell, is not

always what your customers are

buying from you.@markwilhelmsfb:redmeatmarketredmeatmarket.commark@redmeatmarket.com

CASE STUDY 2011

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@markwilhelmsfb:redmeatmarketredmeatmarket.commark@redmeatmarket.com

Video/Film

@markwilhelmsfb:redmeatmarketredmeatmarket.commark@redmeatmarket.com

@markwilhelmsfb:redmeatmarketredmeatmarket.commark@redmeatmarket.com

@markwilhelmsfb:redmeatmarketredmeatmarket.commark@redmeatmarket.com

@markwilhelmsfb:redmeatmarketredmeatmarket.commark@redmeatmarket.com

@markwilhelmsfb:redmeatmarketredmeatmarket.commark@redmeatmarket.com

Morning rush hour

Our morning commute is always slow

“A Cattle Ranch - One hour from the Sears Tower”

ONE HOUR AWAY and BACKED UP IN TRAFFIC AGAIN!

@markwilhelmsfb:redmeatmarketredmeatmarket.commark@redmeatmarket.com

Ecommerce

@markwilhelmsfb:redmeatmarketredmeatmarket.commark@redmeatmarket.com

@markwilhelmsfb:redmeatmarketredmeatmarket.commark@redmeatmarket.com

@markwilhelmsfb:redmeatmarketredmeatmarket.commark@redmeatmarket.com

Sales Collateral

@markwilhelmsfb:redmeatmarketredmeatmarket.commark@redmeatmarket.com

@markwilhelmsfb:redmeatmarketredmeatmarket.commark@redmeatmarket.com

Your BRAND is not a logo.

It is an experience that lives in your customer’s gut.

@markwilhelmsfb:redmeatmarketredmeatmarket.commark@redmeatmarket.com

How to get started?

Cannonball off the High Dive!

90% of Life is just showing up!

- Woody Allen

@markwilhelmsfb:redmeatmarketredmeatmarket.commark@redmeatmarket.com

You Are Your Brand.

@markwilhelmsfb:redmeatmarketredmeatmarket.commark@redmeatmarket.com

You Are Your Brand.

@markwilhelmsfb:redmeatmarketredmeatmarket.commark@redmeatmarket.com

Swagger.

@markwilhelmsfb:redmeatmarketredmeatmarket.commark@redmeatmarket.com

Swagger.

@markwilhelmsfb:redmeatmarketredmeatmarket.commark@redmeatmarket.com

BRAND

DEVELOPMENT

MOOD BOARD

“Amateur musicians copy, great musicians steal” .... Igor Stravinsky.

@markwilhelmsfb:redmeatmarketredmeatmarket.commark@redmeatmarket.com

A logo is an icon, symbol, or brand

mark.Let it evolve.

@markwilhelmsfb:redmeatmarketredmeatmarket.commark@redmeatmarket.com

June 2012 October 2012 Jan 2013 Oct 2013

A logo is an icon, symbol, or brand

mark.Evolve or Die.

@markwilhelmsfb:redmeatmarketredmeatmarket.commark@redmeatmarket.com

Your BRAND is not a logo.

It is an experience that lives in your customer’s gut.

@markwilhelmsfb:redmeatmarketredmeatmarket.commark@redmeatmarket.com

Your Website is the destination

You are who Google says you are… and maybe Bing/Yahoo, but not yet

@markwilhelmsfb:redmeatmarketredmeatmarket.commark@redmeatmarket.com

The Job of a Brand Marketer is to create

action1. Sign up –Cause

Marketing2. Attend – Event

Marketing3. Buy – Sales Marketing

@markwilhelmsfb:redmeatmarketredmeatmarket.commark@redmeatmarket.com

@markwilhelmsfb:redmeatmarketredmeatmarket.commark@redmeatmarket.com

@markwilhelmsfb:redmeatmarketredmeatmarket.commark@redmeatmarket.com

@markwilhelmsfb:redmeatmarketredmeatmarket.commark@redmeatmarket.com

@markwilhelmsfb:redmeatmarketredmeatmarket.commark@redmeatmarket.com

@markwilhelmsfb:redmeatmarketredmeatmarket.commark@redmeatmarket.com

Innovate or Die

@markwilhelmsfb:redmeatmarketredmeatmarket.commark@redmeatmarket.com

Weak Brand you have a

Weak Product BUT if you

have a Weak Product and a strong Brand? @markwilhelms

fb:redmeatmarketredmeatmarket.commark@redmeatmarket.com

Branding enhances the experience but you still need to EXECUTE an amazing product or service that delights customers.

@markwilhelmsfb:redmeatmarketredmeatmarket.commark@redmeatmarket.com

Research

Who is your targetWho is your competitor?What makes you unique?What are you good at?Why should I believe you?

@markwilhelmsfb:redmeatmarketredmeatmarket.commark@redmeatmarket.com

BRAND channels

1. Packaging – Store Shelves2. Word of Mouth – TV, Radio,

Events3. Digital – Website, Print,

PPC,SEO,Email Mkt4. Video5. Social Media – connect,

share, influence @markwilhelmsfb:redmeatmarketredmeatmarket.commark@redmeatmarket.com

Track, Adjust, Adapt

Listen to the market …. Don’t be afraid to Morph!

@markwilhelmsfb:redmeatmarketredmeatmarket.commark@redmeatmarket.com

Have Fun!You’re living the dream!

Reinvent yourself and others.

Work like you’ve never worked in your life!

@markwilhelmsfb:redmeatmarketredmeatmarket.commark@redmeatmarket.com

Your BRAND is not a logo.

It is an experience that lives in your customer’s gut.@markwilhelms

fb:redmeatmarketredmeatmarket.commark@redmeatmarket.com

President of Drumbeat Digital, Founder of Red Meat Market - Digital Geek, Entrepreneur, Dad, Musician, Composer, Jazz Freak, Flyfisherman, Cowboy, Cigar smoker, Scotch drinker and addicted to Red Wine, Food and Friends.