imex 2015 icca association expert branding keynote
TRANSCRIPT
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The KISS Principle
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Takeaways • What’s in it for you • An outline of a process
framework • The role of live events • Lessons learned from the
school of hard knocks
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BRAND
A unique promise kept over time.
— Brian Collins, Collins
A brand is a simple mental model that represents, collectively, what people feel, think and say about a product, service or company, and where meaning is established over time through consistent positive experiences and engagements.
— Elizabeth Talerman , Nucleus
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BRANDING
A profession that increasingly confuses fame for mastery. And pomposity for profundity.
— Brian Collins, Collins
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THE DISRUPTION OF THE ASSOCIATION ECOSYSTEM
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THE DISRUPTION OF THE ASSOCIATION ECOSYSTEM
CORPORATE BRANDS ASSOCIATION BRANDS
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THE DISRUPTION OF THE ASSOCIATION ECOSYSTEM Business brands have become more socially and community conscious to extend their
brands.
AssociaAon/NPO brands have had to become more entrepreneurial to extend
their brands.
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Membership
WHAT’S AT STAKE?
Sponsorship
Engagement
Relevance
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FRAMEWORK FOR BRAND DEVELOPMENT
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WHY?
hHps://www.youtube.com/watch?v=vmG9jzCHtSQ
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WHY?
Association brands need to show people how and where they fit into a complicated world.
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Branding Objectives
• Define and project your organizational values
• Differentiation • Reputation rescue • Change in business
strategy • Capture hearts and minds
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When association brand campaign becomes a
cultural phenomenon…
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hHps://www.youtube.com/watch?v=XS6ysDFTbLU
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HOW?
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Brand Development
Process • Discovery • Engagement • Development • Activation • Measurement • Management
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THE STORY: BRAND OWNER PERSPECTIVE: !Their capabilities and vision for the brand!!!!!!WE BELIEVE: !
TARGET INSIGHT: !The brand’s clear audiences, internal and external, demographically and attitudinally. A clear and deep understanding of an unmet need or opportunity. !
DRIVERS: !The emotional and pragmatic benefits that meet customer needs and drive choice. !
WHAT MATTERS TO US: VALUES: !What a brand stands for, the things it holds clear, the principles that define how it behaves!
OUR SPACE: POSITIONING: !The competitive, relevant and differentiating place the brand occupies in its defined market !
OUR ATTITUDE!PERSONALITY: !The human characteristics that are attributed to and personify the brand!
BRAND ESSENCE: !The most inspiring and compelling thing we can convey about the brand!
BRAND CANVAS
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WHAT?
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Bring the brand to life…
At every touchpoint
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And more often than not its done LIVE…
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Defining an association brand in response to a
crisis…
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hHps://www.youtube.com/watch?v=q8sTvXFawjQ
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Lessons from the “School of Hard Knocks”
• Don’t do it alone • Committees rarely work • “Its all about THEM” • When in doubt…ENGAGE! • Brands happen at the
edges • Have the courage to act