how to make your marketing match your reality (#mozcon 2015)

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Page 1: How To Make Your Marketing Match Your Reality (#mozcon 2015)

#mozcon @danaditomaso

Page 2: How To Make Your Marketing Match Your Reality (#mozcon 2015)

#mozcon @danaditomaso

Page 3: How To Make Your Marketing Match Your Reality (#mozcon 2015)

#mozcon @danaditomaso#mozcon @danaditomaso

Your brand is broken.

Page 4: How To Make Your Marketing Match Your Reality (#mozcon 2015)

#mozcon @danaditomaso

Page 5: How To Make Your Marketing Match Your Reality (#mozcon 2015)

#mozcon @danaditomaso

Your brand is your promise.

Page 6: How To Make Your Marketing Match Your Reality (#mozcon 2015)

#mozcon @danaditomaso

It’s more than marketing.

Page 7: How To Make Your Marketing Match Your Reality (#mozcon 2015)

#mozcon @danaditomaso

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#mozcon @danaditomaso

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#mozcon @danaditomaso

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#mozcon @danaditomaso

Humans like consistency.

Page 11: How To Make Your Marketing Match Your Reality (#mozcon 2015)

#mozcon @danaditomaso

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#mozcon @danaditomaso#mozcon @danaditomaso

Good marketing feels right.

Page 13: How To Make Your Marketing Match Your Reality (#mozcon 2015)

#mozcon @danaditomaso

This is why we need brand strategy.

Page 14: How To Make Your Marketing Match Your Reality (#mozcon 2015)

#mozcon @danaditomaso

And why digital marketers should lead brand

strategy.

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#mozcon @danaditomaso#mozcon @danaditomaso

Brand strategy is the future of marketing.

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#mozcon @danaditomaso#mozcon @danaditomaso

Let’s get started.

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#mozcon @danaditomaso

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#mozcon @danaditomaso

We're leading the protein revolution with a new and innovative range of 100%

pure, GMO free supplements to help you become healthier, leaner,

fitter and stronger.

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#mozcon @danaditomaso

Our vision is of a world where beauty is a source of confidence, and not anxiety. So, we are on a

mission to help the next generation of women develop a positive

relationship with the way they look - helping them raise their self-esteem and realize their full

potential.

Page 20: How To Make Your Marketing Match Your Reality (#mozcon 2015)

#mozcon @danaditomaso

become healthier, leaner, fitter and stronger

helping them raise their self-esteem and realize

their full potential

Page 21: How To Make Your Marketing Match Your Reality (#mozcon 2015)

#mozcon @danaditomaso

Start with your core values.

Page 22: How To Make Your Marketing Match Your Reality (#mozcon 2015)

#mozcon @danaditomaso#mozcon @danaditomaso

Imagine your company as a person.

Page 23: How To Make Your Marketing Match Your Reality (#mozcon 2015)

#mozcon @danaditomaso

Page 24: How To Make Your Marketing Match Your Reality (#mozcon 2015)

#mozcon @danaditomaso#mozcon @danaditomaso

Build the brand strategy.

Page 25: How To Make Your Marketing Match Your Reality (#mozcon 2015)

#mozcon @danaditomaso

Step 1:Why did it fail before?

Page 26: How To Make Your Marketing Match Your Reality (#mozcon 2015)

#mozcon @danaditomaso

Now:Get the C-level on board.

Page 27: How To Make Your Marketing Match Your Reality (#mozcon 2015)

#mozcon @danaditomaso

Step 2:The brand is / is not

Page 28: How To Make Your Marketing Match Your Reality (#mozcon 2015)

#mozcon @danaditomaso

Currently the brand is: romantic and airy.

In the near future, the brand may be: elegant and elite.

The brand is not: cheap or tacky.

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#mozcon @danaditomaso

Step 3:Define voice & tone.

Page 30: How To Make Your Marketing Match Your Reality (#mozcon 2015)

#mozcon @danaditomaso#mozcon @danaditomaso

Brand strategy > voice.

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#mozcon @danaditomaso

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#mozcon @danaditomaso

Now:Get HR on board.

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#mozcon @danaditomaso#mozcon @danaditomaso

Keep it simple.

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#mozcon @danaditomaso

Ich liebe es!

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#mozcon @danaditomaso

Now:Get international on

board.

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#mozcon @danaditomaso#mozcon @danaditomaso

How to sell it?

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#mozcon @danaditomaso#mozcon @danaditomaso

Show the dream.

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#mozcon @danaditomaso

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#mozcon @danaditomaso

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#mozcon @danaditomaso

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#mozcon @danaditomaso

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#mozcon @danaditomaso

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#mozcon @danaditomaso

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#mozcon @danaditomaso

Now:Get service on board.

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#mozcon @danaditomaso

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#mozcon @danaditomaso

Go beyond a document.

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#mozcon @danaditomaso

Always be coaching.

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#mozcon @danaditomaso#mozcon @danaditomaso

Drive forward with purpose.

Page 49: How To Make Your Marketing Match Your Reality (#mozcon 2015)

#mozcon @danaditomaso