marketing 101: focus on branding and social psychology
DESCRIPTION
This workshop is aimed at anyone who would like to better understand marketing and how they can start to build their own personal brand. With increasing competition in the marketplace to get recognised, it’s important to understand how to stand out! Learning the basics about brand basics, marketing and PR will arm you with knowledge you need to get ahead with your project, job search or business. Whether you’re an artist or a young entrepreneur, getting started early on your brand identity and marketing will set you up for success!TRANSCRIPT
Brand Marketing 101
Athena Simpson
Marketing & Communications Director – somewhereto_
My past
POP QUIZ!
Definition:
— Marketing is the process of communicating the value of a product or service to customers, for the purpose of selling that product or service.
What is marketing?
Definition:
— In other words . . .
— It’s talking to people about what you do.
What is marketing?
Definition:
— Public relations (PR) is the practice of managing the spread of information between an individual or an organization and the public.
— It may include gaining exposure to their audiences using topics of public interest and news items that do not require direct payment.
What is PR?
Definition:
— In other words . . .
— It’s getting people to talk about you for free!
What is PR?
So what does that look like?
Nature has a huge marketing Nature has a huge marketing budgetbudget
Rory Sutherland, Creative Director Rory Sutherland, Creative Director
Cost Signaling Theory
NECESSITY VS. FRIVOLOUS
Why do we prefer the familiar?
Marketing is rooted in Psychology
The Secrets of Marketing
Why should you care?
7 things great brands do
From Scott Bedbury who is behind Nike: Just Do It and Starbucks
#1 A GREAT BRAND IS IN IT FOR THE LONG HAUL
If you take a long-term approach, a great brand can travel worldwide, transcend cultural barriers, speak to multiple consumer segments simultaneously, create economies of scale, and let you operate at the higher end of the positioning spectrum
7 things great brands do
7 things great brands do
#2 A GREAT BRAND CAN BE ANYTHING
Almost any product can transcend the boundaries of its narrow category.
Nike
Starbucks
Anyone who wants to build a great brand first has to understand who they are.
A great brand that knows itself also uses that knowledge to decide what not to do
#3 A GREAT BRAND KNOWS ITSELF
7 things great brands do
4. A GREAT BRAND INVENTS OR REINVENTS AN ENTIRE CATEGORY.
A great brand raises the bar -- it adds a greater sense of purpose to the experience, whether it's the challenge to do your best in sports and fitness or the affirmation that the cup of coffee you're drinking really matters.
7 things great brands do
#5 GREAT BRANDS TAPS INTO EMOTIONS
Emotions drive most, if not all, of our decisions.
Like the winning goal, they’ll experience the dreams and the aspirations and awe that goes with the last second game winning shot.
7 things great brands do
#6 A GREAT BRAND IS A STORY THAT’S NEVER COMPLETELY TOLD
We all want to think that we're a piece of something bigger than ourselves.
Bring them on the journey with you!
7 things great brands do
7 things great brands do
#7 A GREAT BRAND HAS DESIGN CONSISTENCY
They have a consistent look and feel and a high level of design integrity.
Establishing a Brand
Establishing a Brand
Re-brand
What can you do right now?Marketing—Determine your goals and
outcomes
—Elevator pitch (tagline)
—Educate yourself
EXERCISE
What can you do right now?PR—Network
—who writes about your interests/business?
—Start a conversation with them
—Find ‘influencers’ and get them talking about you
—Establish yourself as an expert
NEVER STOP LEARNING FROM YOUR EXPERIENCES!
Trademarks - 101
— A trademark is a sign capable of distinguishing the goods or services of one enterprise from those of other enterprises.
— Trademarks date back to ancient times when craftsmen used to put their signature or "mark" on their products.
Can you identify this?
How about these?
A generic trademark, also known as a genericised trademark or proprietary eponym, is a trademark or brand name that has become the generic name for a general class of product or service, against the usual intentions of the trademark's holder.
Generic Trademarks
Trademark erosion happens when a trademark becomes so common that it starts being used as a common name and the original company has failed to prevent such use. Once it has become an appellative the word cannot be registered anymore.
Trademark erosion
Benefits of a Trademark
— may put people off using your trade mark without your permission
— makes it much easier for you to take legal action against anyone who uses your trade mark without your permission
— allows Trading Standards Officers or Police to bring criminal charges against counterfeiters if they use your trade mark
— is your property, which means you can sell it, franchise it or let other people have a licence that allows them to use it.
trademark
Benefits of a Trademark
By knowing your rights and having the right type of protection you can stop people stealing or copying:
— the names of your products or brands
— your inventions
— the design or look of your products
— things you write, make or produce
Go to https://www.gov.uk/intellectual-property or the British Library’s Business & IP centre
trademark
Books to Read – LIBRARY!
— 22 Immutable Laws of Marketing (Al Ries and Jack Trout)
— The tipping point (Malcolm Gladwell)
— The Luck Factor (Richard Wiseman)
— Start your business Week by Week (Steve Parks)
— Getting Things Done (David Allen)
resources
— Strengthsfinder 2.0 (online)
— http://www.marketingweek.co.uk/brands/
— http://www.brandrepublic.com/
— http://www.springwise.com/
— http://trendwatching.com/
— http://www.inc.com/
— www.fastcompany.com
organizations
— British Library or your local library
— Smarta
— Enterprise Nation (start up Saturday)
— Free courses in your area – there are loads especially for small business
— GEW
— somewhereto_
Resources cont.
— @BrandRepublic
— @MarketingUK
— @e_nation
— @creativity_city
— @TheDrum
— @FastCompany
— @GEWUK
— @somewhereto_LDN
