legacy brands ali conference toronto april 22 2015
TRANSCRIPT
MANAGING LEGACY BRANDS
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MANAGING LEGACY BRANDS
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ZOMBIE BRAND
derelict wandering disengaged
A B I T A B O U T M E
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B U S I N E S S C A R D P H I L O S O P H Y
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Money Time Experience
Before We Start
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“That logo was created using a contest. We only had a few entries, and that was the one we hated the least.”
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ZOMBIE BRAND
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ZOMBIE BRANDweb pubs social
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ZOMBIE BRAND
brand strategy it’s the experience your clients have with your organization.
the strategy defines what you stand for.
It is a promise you make.
your logo isn’t your brand includes logo, typography colour palette, photography but these are only the creative expressions of your brand. your brand lives in every day-to-day interaction you have with your customers/clients/members: The way you engage staff and your consumers
marketingmo.com and many others
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“it’s what they say about you when you’re not in the room”
L. Jacobson
B R A N D I N G
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I S T H I S A H O B B Y ? O R A B U S I N E S S I M P E R AT I V E
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G E T E N G A G E M E N T R I G H T, F R O M T H E S TA R T
Process
Approval
Scope Know what the full extent of the project
Design for engagement, not outcome
Ensure you know who has final sign-off
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D E V E L O P A P L A N BEFORE Y O U B E G I N
10,000 members200+ volunteers
48 board
21 staff40+ ext interviews12 past presidents
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Engagement Process
Use a variety of tactics to engage key stakeholders
online survey email campaigns presentations social media phone interviews 1 on 1 interviews workshops
If you think you've done enough engagement, do more.
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Engagement Process
We are professionals in a science and technology-based industry.
We are passionate about what we do and why we do it.
We are stewards of resources and the places they are found.
We are an industry built on risk and rewards. We believe in change and progress in our industry.
Brand OutcomesBe an authority on the industry using research-based evidence. Be about people, their quality of work and life and then economics, technology and science. Be respectful to our profession, our partners, our planet. Be future-facing and bold.
Be flexible, optimistic and open to challenges.
Brand Positioning Operationalizing the Brand
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C O M M U N I C AT I O N S O U T C O M E S
Social
Web our retail environment
demographics of touch & feel
engaging new audiences
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Visual Identity
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Visual Identity
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2,300
3,620
9,000
100,000*
Engage your audience when & how they want
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Social Engagement
Help people feel comfortable with what you're doing and that you’re leading this process
Use engagement as a learning opportunity
Start slow - remember that not everyone has the same understanding or knowledge
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3 Rules for Success
