are you a ‘ secret ’ weapon?
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Are you a ‘ SECRET ’ weapon?. Maria Carlton Compass Development Group Ltd. The Greatest PA Ever?. Maria Carlton – Navigating the Marketing Minefield. While J-Lo was still in Nappies…. Wonder Woman aka Diana Prince was a 5 Star, 1 Woman BRAND. - PowerPoint PPT PresentationTRANSCRIPT
Are you a ‘SECRET’ weapon?
Maria CarltonCompass Development Group Ltd
The Greatest PA Ever?
Maria Carlton – Navigating the Marketing Minefield
While J-Lo was still in Nappies…
Wonder Woman aka Diana Prince was a 5 Star, 1 Woman BRAND
Maria Carlton – Navigating the Marketing Minefield
What makes a secret weapon?
Always Ready for Action! Knows what’s going on – everywhere
Understands the business he/she’s in
More commonsense than ambition
Has great motivation Knows how to get and use
information wisely
Maria Carlton – Navigating the Marketing Minefield
A Brand vs Brand Values?
A brand is the immediately identifiable essence of all that you are or a company is. It is the intangible things that tell people what they can expect to find based on previous experiences of that brand.
It is NOT a Logo or just a ‘look’. It is all the things that make the brand stand apart from it’s competitors
Maria Carlton – Navigating the Marketing Minefield
Brand Values are…
What makes a brand unique. What gives it personality, and substance. The guidelines that give the brand a special identity and purpose.
For example: Innovation, Creativity, Honesty, Quality, Freedom, Loyalty, Value, Expensive, Rugged, Dependability, Generosity, Luxurious, Fast, Steady, Safe, Tasty, Efficient, Reliable, Conservative…
Maria Carlton – Navigating the Marketing Minefield
Brand Values
Let’s talk … AIRLINES– Qantas– Virgin– Air NZ– Singapore– Jetstar
CARS– BMW– Lexus– Ferrari– Chrysler– VW– Ford
Don’t you want to be a strong brand
too?
Maria Carlton – Navigating the Marketing Minefield
Exercise:
Innovation, Creativity, Honesty, Quality, Freedom, Loyalty, Value, Expensive, Rugged, Dependability, Generosity, Luxurious, Fast, Steady, Safe, Tasty, Efficient, Reliable, Conservative, Warmth, Comfort, Adventure, Leadership, Teaching, Beauty, Catalyse, Win, Superior X, Freedom, Choice…
Maria Carlton – Navigating the Marketing Minefield
How much do you consider your company brand in your everyday life?
Maria Carlton – Navigating the Marketing Minefield
Back to being a secret weapon…
What’s your boss’s bottom line ???
– He’s (probably) run by accountants
– The little things matter– Dollars are in the
details
Your eyes are more wide open than his/hers
Keep your eyes and ears open
Why can’t you be a
secret weapon?
NO Reason!
Maria Carlton – Navigating the Marketing Minefield
What difference can you make?
Identify the little things that might make or break the budget and keep the customers happier?
Does he/she know that you are his secret weapon?
Will you work as a team to make big things happen through small changes?
Maria Carlton – Navigating the Marketing Minefield
Know your boss’s objectives…
What does he/she need most? Is what you hear in the staffroom more real
than what he hears in the boardroom? Have you looked at your company through
the eyes of a customer lately?
Maria Carlton – Navigating the Marketing Minefield??/Books
Headbands,
Being Brand Conscious Achieves 3 Things…
Improves your vision – where your company is great, and not so great
Helps you to obtain and filter information – use this wisely
Gets you noticed – your boss’s appreciation can have outstanding long term benefits– Pay rise, promotions, head hunted
Maria Carlton – Navigating the Marketing Minefield
Wonder Woman Knows…
“The secret to being a great secret weapon is knowledge – of who you are, what you stand for, and how to apply these things in your every day personal branding…”
Maria Carlton – Navigating the Marketing Minefield