we connect 2015 angela bates pdf

Angela Bates IBM Global Entrepreneur Leader, UK & Ireland

@angelajbates

You Your brand

Your marketing

Today § Instaduction

§ What do you know about IBM?

§ What is a Brand?

§ What is marketing?

§ What is your personal brand?

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Instaduction

So, you think you know about IBM?

IBM started after the merging of a number of different companies over 70 years ago

In 1943, the first female IBM Vice President was appointed

IBM created the first professional training school for women

1990’s IBM made the power of computing accessible to companies of all sizes for the first time

IBM helped get man on the moon

What is a brand?

‘At  its  simplest,  a  brand  is  a  recognisable  and  trustworthy  badge  of  origin,  and  also  a  promise  of  performance’    

 –  Paul  Feldwick,  What  is  a  Brand?    

What is a brand? RB

Brands and how they fit with marketing

Your brand •  Who you are, what you do, why it matters

Marketing •  Creates and nurtures relationships

Marketing plan •  Path for achieving your goals

BM

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Our Brand Strategy requires us first and foremost to be a great company

Be a great company, therefore a great brand

•  A company that is a leader in all the markets it serves

•  A company that is held in high esteem by the constituents with whom it’s engaged

•  A company that operates on a higher standard than just what is required by law or regulation

•  A company that is in the service of others – dedicated to making world-changing impact

•  A company that is willing to reinvent what being a business means

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An enduring Idea…

Who they serve

How they are primarily experienced

What differentiates them

What makes a great brand?

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An enduring Idea…

Who they Serve

How they are primarily Experienced

What differentiates Them

Thinking Differently

Contrarian

Product Design

Simple Design

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An enduring Idea…

Who they Serve

How they are primarily Experienced

What differentiates Them

Feeling Happy

The optimist in everyone

Social setting, friends and family

Iconic coke bottle

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An enduring idea:

“Our definition of progress is the application of intelligence, reason and science to improve business, society and the human condition. To make the world work better! Not about making the world a better place necessarily its about making the systems of the world work better” – Ginni Rometty

World-changing progress

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In service of: Forward thinkers

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Experienced through:

The IBMer

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Differentiated by:

Our values

Innovation that matters, for our company and for the world.

Trust and personal responsibility in all relationships.

Dedication to every clients success.

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Differentiated by: Living our values

Who they serve: Forward thinkers

An enduring idea: World-changing progress

Experienced through: The IBMer

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A cognitive business is a business that thinks

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What is Marketing?

BM

The Marketing Concept

Everything you do to represent your organisation Not just advertising, public relations and sales All activities are driven by the desire to satisfy customer needs

The Marketing Function

Process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, and services to create exchanges that satisfy

individual and organisational objectives.

The American Marketing Association

§  What is a marketing plan? – Roadmap

–  Includes concrete, measurable objectives

– Provides a clear path for communicating your goals

§  Why is it important? – Defines a process – Ensures best outcomes from your

efforts

The basics RB

‘The basics of marketing planning – The Four Ps’ BM

Place

§ Process – methods and procedures – Standard, repeatable outcomes

§ Presentation – How you appear from outside?

§ Proof – Showcasing value through compelling communication

Three more ‘Ps’ for service organisations BM

Who do we want to reach?

Question for planning

Who are we?

How are we doing? Where do we

want to go?

How do we get there?

What do we offer?

RB

Some more about ‘Place’ New Ecosystems and working with large companies

Ecosystems are a type of economic network

ec•o•sys•tem /ˈekōˌsistəәm, ˈēkō- / Noun Origin: 1935 A community of organisms together with their physical environment, viewed as a system of interacting and interdependent relationships

Complex web of interdependent enterprises and relationships orchestrated to create and deliver business value

It’s complicated

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Technology is enabling ecosystems to thrive

IBM Institute of Business Value – “The New Era of Ecosystems”

Understanding the sales channel

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Your cool

idea or product

“PartnerJudo The Inside Story: How To Build Enterprise Tech Alliances and Sell Your Company” – Nigel Beck

Be your own status report

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What do people say about you when you’re not in the room?

Your personal brand

What are you passionate

about?

What are you good

at?

What does the world

need?

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Brand Purpose

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My enduring Idea…

Who I serve

How am I primarily experienced

What differentiates me

Thinking Creatively

Entrepreneurs

Online and in person

Experience, Passion and Positivity

Thank you

stewaa3@uk.ibm.com @angelajbates