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June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
June 24-27, 2015Mandalay Bay Resort & Convention Center | Las Vegas
Panel Discussion: Gabriel Cohen, Jamie S. Gorski
Joseph Batdorf, and Summer Austin
BRANDING CHALLENGES AND LESSONS
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June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
Branding Challenges and Lessons: About the Session
Panelists:
•Gabriel Cohen, Chief Marketing Officer, Monigle Associates Inc.
•Jamie S. Gorski, Chief Marketing Officer, The Bozzuto Group
•Joseph Batdorf, President, J Turner Research
•Summer Austin, Director of Strategic Marketing, Camden
Learning Objectives:
•The challenges in establishing and maintaining a consistent brand.
•The role played by market research in supporting a brand.
•Factors affecting brand building.
•Best practices in brand building in the multifamily industry.
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June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
June 24-27, 2015Mandalay Bay Resort & Convention Center | Las Vegas
Chief Marketing Officer, Monigle Associates Inc.
Gabriel Cohen
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June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
• A brand is not an ad…
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June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
• A brand is not a logo…
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June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
• A brand is not a symbol…
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June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
• A brand is not a slogan or tagline…
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June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
• Brand is a much bigger idea
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June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
Brand (n):
A business asset representing the promise and delivery of experience across touchpoints that establishes relevance and differentiation while unlocking value creation
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June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
Re-energizing a
brand to welcome
people home
Brand Strategy
Tagline
Identity Design
Design System
Brand Architecture
Environmental Design
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June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
The biggest challenge for marketing leaders is to get buy-in
from your colleagues.
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June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
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June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
• It’s time for the Logo Police to retire!
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June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
3 things you can do today
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June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
#1 Connect the brand benefits to priority business outcomes
• Internal advantages of a strong brand
• Clarity of purpose
• Filter for decision-making
• Motivator for employees
• Attraction for new talent
• Efficiencies in marketing
• Segmentation around customer needs
• External advantages of a strong brand
• Pricing premium and lower elasticity
• Recognition in the sector
• Barriers to entry for competitors
• Attracting customers and partners
• Loyalty of customers and partners
• Leverage with suppliers
• Credibility when entering new areas
• Goodwill in time of crisis
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June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
• #2 Reframe the definition of brand:
Culture
Experience
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June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
• #3 Map the journey and find willing collaborators
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June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
Setting yourself up for success
1. Establish a clear link to the business strategy that sits on CEO desk
2. Define clear KPIs / outcomes to measure success 6,12,18, 24 months out
and establish a baseline comparison
3. Build relationships with internal stakeholders from other functions that
control you have to get on board?
4. Identify potential barriers and ensure there is executive sponsor who has
your back
5. Give yourself flexibility to reprioritize the scope and work steps after the
Discovery phase
6. Be sure you account for post-launch activities including activation,
implementation, conversion and sustainability as part of the plan
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June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
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June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
June 24-27, 2015Mandalay Bay Resort & Convention Center | Las Vegas
Chief Marketing Officer, The Bozzuto Group
Jamie S. Gorski
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June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
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June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
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June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
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June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
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June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
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June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
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June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
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June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
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June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
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June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
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June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
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June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
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June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
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June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
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June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
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June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
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June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
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June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
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June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
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June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
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June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
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June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
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June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
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June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
June 24-27, 2015Mandalay Bay Resort & Convention Center | Las Vegas
Director of Strategic Marketing, Camden
Summer Austin
@summeraustin
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June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
Brand is more than just a tagline.
Branding ispeople,culture &leadership.
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June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
Consistency. Repetition.Buy-in. More Repetition.
Camden-ize each communityThe Camden ExperienceMarketing Organization Support
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June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
Branding drives revenue
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June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
Branding benefits investment
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June 24-27, 2015 | Mandalay Bay Resort & Convention Center | Las Vegas
Manage Brand by Managing Reputation