1. SESSION - CREATE A SIMPLE BRAND MODEL
Advertising & Marketing Tribe
EVERY SECOND TUESDAY 2.30PM, CMI
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
A short presentation on the need for brand models and a hands on workshop part creating your own one.
1. SESSION – MAY 14 – CREATE A SIMPLE BRAND MODEL
2. SESSION – MAY 28 – HOW TO GET MORE TRAFFIC
3. SESSION – JUNE 11 – CREATE A COMMUNICATION STRATEGY
4. SESSION – JUNE 25 – HOW TO MONITOR YOUR CAMPAIGN
5. SESSION – JULY 9 – CREATIVITY & CONTENT CREATION
6. SESSION – JULY 23 – HOW TO BE GOOD IN SOCIAL MEDIA
Tuesdays, 2.30-3.30, CMI, Santiago Auditorium TIME AND MEETING POINT
Liane & Rob
David
Liane & Rob
Pedro & Liane
Tbd.
Tbd.
Speaker/Moderator
A case study with YoungEntrepreneur's StartUp of the Month: Glampinghub. What they did to get traffic and customers. After: Idea session & sparring with attending Start-ups.
What you need to measure, how you can measure it and how to build a free brand & campaign monitoring tool online.
Why Creativity is important, Examples for creative content, How to get creative content done yourself or by others.
Presentation about the essential parts of a Communication Strategy. After: Sparring on existing strategies from attending Start-ups.
Social Media/Facebook content Strategy, possibilities and tips on great Social Media practice.
OUR SCHEDULE:
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
A BRAND MODEL IS A FRAMEWORK TO DEFINE YOUR BRAND IDENTITY
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
BRAND MODELS COME IN MANY SHAPES…
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
AS A PLANET
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
BRAND PLANET
BRAND ATTRIBUTES
BRAND PERSONALITY
BRAND MISSION
BRAND BENEFITS
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
AS A PYRAMIDE
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
BRAND PYRAMIDE
FUNCTIONAL EMOTIONAL
BRAND MISSION
BRAND PERSONALITY
BRAND BENEFITS
BRAND FACTS
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
AS A KEY
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
BRAND KEY
3. INSIGHT
1. COMPETITIVE ENVIRONMENT 2. TARGET
4. BENEFITS
5. VALUES & PERSONALITY
6. REASONS TO BELIEVE
ESSENCE
7. DISCRIMINATOR
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
WHAT UNITES THEM IS A BRAND MISSION
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
WHY DOES A BRAND NEED A MISSION?
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
h3p://www.youtube.com/watch?v=qp0HIF3SfI4
LET’S HAVE A LOOK AT SOME EXAMPLES…
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
DOVE’S MISSION IS TO INCREASE WOMEN’S SELF–ESTEEM.
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
PAMPER’S MISSION IS TO SUPPORT BABY-DEVELOPMENT.
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
NIKE’S MISSION IS TO LEVERAGE YOUR ATHLETIC POTENTIAL.
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
1ST TASK: WHAT’S YOUR BRAND MISSION?
5 MINUTES
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
BRAND MISSION What the brands wants to achieve
and improve in people‘s lives.
GOOD BRAND MODELS HAVE MORE PARTS:
BRAND PERSONALITY The unique characteristics of how
the brands talks to the world.
CORE COMPETENCES The core competences the brand
has to offer.
CORE TARGET The group of people the brand
wants to convince first.
BRAND BENEFITS Emotional and functional benefits
that the brand offers.
REASON TO BELIEVE The reasons and facts to believe
the benefits of the brand.
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
BRAND MISSION Help more people to do more good
BRAND PERSONALITY clever, easy going, funny
CORE COMPETENCES Search, Selection, Volunteer Travel
CORE TARGET Purpose driven travellers. Whether students, white collars or retirees, they all want to give
back and do something good.
FUNCTIONAL BENEFITS Easily find, book and rate your
ideal volunteer trip.
REASON TO BELIEVE Funded by Start-up Chile, a
government accelerator program
EXAMPLE: MEWE.CO
EMOTIONAL BENEFITS Trustworthyness, reliability and
facilitation.
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
2ND TASK: NOW IT’S YOUR TURN
10 MINUTES
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
MISSION
COMPETENCE
CORE TARGET
REASON TO BELIEVE
EMOTIONAL BENEFIT RATIONAL BENEFIT
PERSONALITY
10 MINUTES
3ND TASK: LET’S FEEDBACK EACH OTHER
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
CREATING A STRONG BRAND CREATES VALUE:
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
IT’S THE BASE TO CREATE RELEVANT PRODUCTS
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
WITH A STRONG BRAND YOU CAN DIFFERENTIATE YOURSELF.
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
YOU CAN INCREASE LOYALTY
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
YOU CAN JUSTIFY A HIGHER PRICE.
$US 1,960
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
YOUR BRAND MODEL IS THE FIRST STEP IN THIS DIRECTION
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
YOU CAN CREATE A BRAND BOOK/COMMUNICATION GUIDELINES WITH IT.
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
EXAMPLE: SKITTLES
EXAMPLE: SANTA
YOU CAN GIVE IT TO NEW EMPLOYEES AND PARTNERS
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
YOU CAN STICK IT ON YOUR WALL
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
A short presentation on the need for brand models and a hands on workshop part creating your own one.
1. SESSION – MAY 14 – CREATE A SIMPLE BRAND MODEL
2. SESSION – MAY 28 – HOW TO GET MORE TRAFFIC
3. SESSION – JUNE 11 – CREATE A COMMUNICATION STRATEGY
4. SESSION – JUNE 25 – HOW TO MONITOR YOUR CAMPAIGN
5. SESSION – JULY 9 – CREATIVITY & CONTENT CREATION
6. SESSION – JULY 23 – HOW TO BE GOOD IN SOCIAL MEDIA
Tuesdays, 2.30-3.30, CMI, Santiago Auditorium TIME AND MEETING POINT
Liane & Rob
David
Liane & Rob
Pedro & Liane
Tbd.
Tbd.
Speaker/Moderator
A case study with YoungEntrepreneur's StartUp of the Month: Glampinghub. What they did to get traffic and customers. After: Idea session & sparring with attending Start-ups.
What you need to measure, how you can measure it and how to build a free brand & campaign monitoring tool online.
Why Creativity is important, Examples for creative content, How to get creative content done yourself or by others.
Presentation about the essential parts of a Communication Strategy. After: Sparring on existing strategies from attending Start-ups.
Social Media/Facebook content Strategy, possibilities and tips on great Social Media practice.
OUR SCHEDULE:
ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE