branding challenges and lessons - 2015 naa education conference and exposition

June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas

June 24-27, 2015Mandalay Bay Resort & Convention Center | Las Vegas

Panel Discussion: Gabriel Cohen, Jamie S. Gorski

Joseph Batdorf, and Summer Austin

BRANDING CHALLENGES AND LESSONS

Branding Challenges and Lessons: About the Session

Panelists:

•Gabriel Cohen, Chief Marketing Officer, Monigle Associates Inc.

•Jamie S. Gorski, Chief Marketing Officer, The Bozzuto Group

•Joseph Batdorf, President, J Turner Research

•Summer Austin, Director of Strategic Marketing, Camden

Learning Objectives:

•The challenges in establishing and maintaining a consistent brand.

•The role played by market research in supporting a brand.

•Factors affecting brand building.

•Best practices in brand building in the multifamily industry.

Chief Marketing Officer, Monigle Associates Inc.

Gabriel Cohen

• A brand is not an ad…

• A brand is not a logo…

• A brand is not a symbol…

• A brand is not a slogan or tagline…

• Brand is a much bigger idea

Brand (n):

A business asset representing the promise and delivery of experience across touchpoints that establishes relevance and differentiation while unlocking value creation

Re-energizing a

brand to welcome

people home

Brand Strategy

Tagline

Identity Design

Design System

Brand Architecture

Environmental Design

The biggest challenge for marketing leaders is to get buy-in

from your colleagues.

• It’s time for the Logo Police to retire!

3 things you can do today

#1 Connect the brand benefits to priority business outcomes

• Internal advantages of a strong brand

• Clarity of purpose

• Filter for decision-making

• Motivator for employees

• Attraction for new talent

• Efficiencies in marketing

• Segmentation around customer needs

• External advantages of a strong brand

• Pricing premium and lower elasticity

• Recognition in the sector

• Barriers to entry for competitors

• Attracting customers and partners

• Loyalty of customers and partners

• Leverage with suppliers

• Credibility when entering new areas

• Goodwill in time of crisis

• #2 Reframe the definition of brand:

Culture

Experience

• #3 Map the journey and find willing collaborators

Setting yourself up for success

1. Establish a clear link to the business strategy that sits on CEO desk

2. Define clear KPIs / outcomes to measure success 6,12,18, 24 months out

and establish a baseline comparison

3. Build relationships with internal stakeholders from other functions that

control you have to get on board?

4. Identify potential barriers and ensure there is executive sponsor who has

your back

5. Give yourself flexibility to reprioritize the scope and work steps after the

Discovery phase

6. Be sure you account for post-launch activities including activation,

implementation, conversion and sustainability as part of the plan

Chief Marketing Officer, The Bozzuto Group

Jamie S. Gorski

Director of Strategic Marketing, Camden

Summer Austin

@summeraustin

Brand is more than just a tagline.

Branding ispeople,culture &leadership.

Consistency. Repetition.Buy-in. More Repetition.

Camden-ize each communityThe Camden ExperienceMarketing Organization Support

Branding drives revenue

Branding benefits investment

Manage Brand by Managing Reputation

Thank youFor any questions or comments please contact:

Gabriel Cohen – gcohen@monigle.com

branding challenges and lessons - 2015 naa education conference and exposition

brand building

brand benefits

definition of brand

consistent brand

strong brand pricing

marketing segmentation

marketing leaders

gabriel cohen

Marketing

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