What to say not knowing who’s talking - Andrej Drapal

what to say not knowing who’s talking

KozaraMay 24th 2013

Identity - Perception

Who am I?

And who are you?

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Brand

sum of identities

sum of perceptions

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Who is (should be) brand manager?

brand

consumers stakeholdersinternalexternal

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BRAND IS …

• A promise (we have to keep promise)• A value (we have to exchange values)• An asset (an asset is a liability)• Living entity (cycles, ecosystems, …)• Can not be deducted from the past

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THREE STEPS

IDENTITY

MOMENTS OF TRUTH

APPLICATION OF IDENTITY

BRANDING

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How to define identity?

• Who? (leading coalition)

• How ? (workshops and 6 pages document)• When ? (each 2 – 5 years)

• How to and how not to use clients?• How to use past experience?• How to use megatrends?

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How to define identity?

• Focus on each identity element (IE)• Each IE is an reflection of all others• Each IE relates to all others• Each IE holds for now and for future (5-

10years)• Develop a story out of elements (brand is a

story)

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IE for PR practitioners

• Emotions• Promises (internal – external)• Mission and vision• Values• Benefits

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Application of architecture

• Company internal structure• Company profiles and brochures• Company web page• Annual reports• …

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Brand is a story

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Develop a list of MOT

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Moments of truth

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MOT’s that PR is in charge of

IF THERE IS NOTHING YOU DO AS PR PRACTITIONER

THAT CAN BE UNDERSTOOD AS YOUR BRAND (COMPANY) MOT,

THEN YOU SHOULD PERHAPS START ANOTHER CAREER

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Marketing tools (MOTs)

• Mass or individual• Monologue or dialogue• Pushed or pulled (third party endorsement)• Controlled or induced

LET IT GO!

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Planning

More than you know who you are, less planning is needed.

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Timing

0

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requested intensityour habitcomplexity level

years

intensity

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