http://www.engagementdb.com/downloads/ENGAGEMEN...

Also some slides from a webinar the other day: http://www.slideshare.net/charleneli/the-role-o...

I will keep an eye on your blog for more gems!

If I ever need a professional to lean over my shoulder I'll surely give you a call.

http://www.engagementdb.com/downloads/ENGAGEMEN...

Also some slides from a webinar the other day: http://www.slideshare.net/charleneli/the-role-o...

Best of luck to you. I will keep an eye on your blog for more gems!

If I ever need a professional to lean over my shoulder I'll surely give you a call.

We could spend a lot of time discussing the brand drivers, but here's a quick and dirty explanation and some examples which should help you get a better understanding. Each label on the spectrum on slide 4 relates to how we look at a brand to determine not only its true definition but also how it interacts with the world. This exercise helps us to get relentlessly focused on the brand's key personality attributes, including how it differentiates itself. What's its strengths are, what its weaknesses are. From there, we can further define a visual identity and communications strategy, if needed, or tweak what the brand already has.

So, let's look at each driver:

Product: current examples of product-driven brands are McDonald's, UGGs, Purell. Think about it, consumers of these brands are purchasing the product, and everything about its marketing plays up to this key driver.

Infrastructure: Fed Ex and UPS are two big examples. If it wasn't for their infrastructure, neither brand could deliver on its promise.

Process: covered in the deck, but to elaborate a little, a brand like ApartmentFinder is focused on connecting property managers to apartment shoppers. The brand is successful because it helps its clients succeed. This process is the key brand driver.

Experience: we have all been living in the experience economy for quite some time now, and probably take it for granted. But think of brands like Apple, Starbucks, Virgin — all have lasting experiential brands that drive its success. (Side note, you can't completely forget about the product if you are an “experience” brand, as Starbucks learned the hard way and had to retool its brand so that the product helped to deliver the consistent experience consumers came to expect.)

Benefit: Benefit brands, like State Farm or healthcare companies like Cigna, United Healthcare, are all driven by the consumer benefits they offer to their customers.

Feel free to contact me if you want to discuss further, or have any additional questions. Hope this was helpful!

Wondering if you could help me with another question. On slide 4/6 of the AF Brand positioning presentation TMG talks about 'What Drives the Brand', where process is denoted for the AF case.

Could you please elaborate on these five different brand drivers that TMG have outlined – what do they mean, how/if they are important, how are they used, etc?

I think of #1 as being the conversation that happens when you are helping someone understand why they should do business with you. It's the sales conversation that helps to relate the product/service and the benefit to the specific needs of a customer.

I think of #2 as being stories about your product/service in action. The difference between #1 and #2 is that in the first instance, you are trying to reinforce your selling points. In the second, the stories themselves are all about the selling points.

A simple example: I'm a real estate agent.

My positioning is that I are an expert marketer and get wide awareness of your home. As a result, I drive more demand for your home and that helps you sell it at a price that is at the top of the market.

To help you understand how that works, I would explain in some detail what kind of marketing I rely on, what kind of things I would promote about your home and how that would benefit the sales process. The content that I'm creating is about the things that I would do. This theme can fuel a series of different kinds of content elements that can be shared using social media tools.

But, I shouldn't stop there. I should also tell stories about my approach working in action. When I get a potential buyer who comes in from out of town and asks to see the house I marketed, I should tell that story. I should tell a story about another agent who markets similarly and has some success. When I share these stories across my Community of Interest, I am reinforcing the confidence that I can deliver on my “brand statement” without restating the brand statement over and over.

While the two are very similar, that difference in tone and approach is what changes the marketing program and makes it more interesting to be shared.

Dan

Question:
What is the different between statements 1 and 2 when you say that:

Think of content in three buckets:

●Things that by sharing with my target market will enhance my brand position. This can be related content that appeals to a consumer in a way that is consistent with how you have positioned the brand.

1 and 2 read the same to me. Can you clarify please?
Thanks,