Brand Strategy in a New Media Age

Tom Nixon

Brand Strategist, Alchemy

What is a brand?

4

WHAT HAPPENED TO MARKETING?

A BRAND IS AN EXPERIENCE.

A brand experience is formed by

EVERY SINGLE EXPOSURE

you have before your audience.

6

Yes, you too

HAVE A BRAND.

Whether you know it, want it,

shape it, care about it…

…or not.

7

WHAT HAPPENED TO MARKETING?

PAID MEDIA

• Advertising

• Newspapers

• Radio

• Television

• Magazines

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EARNED MEDIA

• Publicity

• Newspapers

• Radio

• Television

• Magazines

OWNEDMEDIA

• Website

• Newsletters

• Email

• Blog

• White Papers

SHAREDMEDIA

• Social Networks

• Forums

• Communities

• Blogs

• Gaming

EVOLUTION OF MEDIA

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…WHILE YOU WERE SLEEPING…

10

THINGS GOT PRETTY COMPLEX.

THE NEW MARKETING MODEL:

Dynamic

Content

StaticWebsite

External Comms.

Social Network

s

Internal Comms.

Search

So where do you start?

NOT HERE.

OR HERE.

OR EVEN HERE.

IT STARTS WITH THEM.

MORE LIKELY, THEM.

WHO ARE WE TRYING TO INFLUENCE?

WHO – Who are we talking to? Define the audience: demographically, psychographically and geographically.

WHERE – Where do these audiences live, work and play? Are they on social networks, reading blogs, subscribing to print magazines?

WHY – Why should we engage with them, and vice versa? What are we looking to achieve? What is the strategy?

WHAT – What is our value to them? What is our message? What content do we have to share with them?

HOW – Tactics, networks, content calendar and rules of engagement are dictated by the answers to the questions above.

This is brand strategy.

(not branding)

TACTICS COME LAST, …NOT FIRST.

BRANDING IS AN OUTPUT OF BRAND STRATEGY.

What makes a good platform?

WHY

SOLVE FOR “WHY”

WHYWHY

HOW

WHAT

SIMON SINEK TED TALK: THE GOLDEN CIRCLE

A final thought.

THE RULES DON’T.

TECHNOLOGY CHANGES…

Tom NixonAlchemytnixon@alchemygp.com@tnixon16/tnixon16