we connect 2015 angela bates pdf
TRANSCRIPT
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?
3
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
14
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
15
An enduring Idea…
Who they serve
How they are primarily experienced
What differentiates them
What makes a great brand?
16
An enduring Idea…
Who they Serve
How they are primarily Experienced
What differentiates Them
Thinking Differently
Contrarian
Product Design
Simple Design
17
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
18
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
19
In service of: Forward thinkers
20
Experienced through:
The IBMer
21
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.
22
Differentiated by: Living our values
Who they serve: Forward thinkers
An enduring idea: World-changing progress
Experienced through: The IBMer
22
23
A cognitive business is a business that thinks
24
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
35
Technology is enabling ecosystems to thrive
IBM Institute of Business Value – “The New Era of Ecosystems”
Understanding the sales channel
36
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
37
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?
39
Brand Purpose
40
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
