Brand Marketing & Messaging @JamiePappas Director, Global Brand Communications & Social Media @Akamai Technologies NECINA Marketing Workshop, January 2014
Jan 28, 2015
Brand Marketing & Messaging
@JamiePappas
Director, Global Brand Communications & Social Media @Akamai Technologies
NECINA Marketing Workshop, January 2014
@NECINAOrg | @JamiePappas
©2014 Jamie J. Pappas. All rights reserved.
I have been focused on marke2ng for 15 years, digital marke2ng for >10 years and social media, e2.0 and enterprise communi2es for >8 years, with hands-‐on experience in: • Brand defini2on, management, , advocacy, evangelism • Integrated marke2ng campaigns • Website strategy, development and management • Search engine marke2ng • Digital communica2ons • Social media marke2ng • Brand advocacy programs • Employment branding
A liLle about me before we get started…
@NECINAOrg | @JamiePappas
©2014 Jamie J. Pappas. All rights reserved.
“A brand is no longer what we tell the consumer it is – it is what consumers
tell each other.”
Sco$ Cook, Co-‐Founder, Intuit
@NECINAOrg | @JamiePappas
©2014 Jamie J. Pappas. All rights reserved.
Tangible Brand Elements:
• Name
• Logo, tagline, other crea2ve elements
• Boilerplate
• Brand colors, fonts, etc.
• Solu2ons & Products
• Trademarks
• Elevator pitch
Your brand is more than your logo. It’s the sum of all the tangible parts, along with with the intangible and
includes…
What is a Brand?
Intangible Brand Elements:
• Company story, history, philosophy
• Brand promise
• Unique differen2ators
• Corporate themes
• Tone of voice
• Customer and market perspec2ve
• Company culture
@NECINAOrg | @JamiePappas
©2014 Jamie J. Pappas. All rights reserved.
“Authen2c brands don't emerge from marke2ng cubicles or adver2sing agencies. They emanate from
everything the company does...”
Howard Schultz, Pour Your Heart Into It: How Starbucks Built a Company One Cup at a Time
@NECINAOrg | @JamiePappas
©2014 Jamie J. Pappas. All rights reserved.
What makes a brand memorable?
Think about some of the best known brands… What do they have in common?
@NECINAOrg | @JamiePappas
©2014 Jamie J. Pappas. All rights reserved.
“Marke2ng is no longer about the stuff that you make, but about the
stories you tell.”
Seth Godin
@NECINAOrg | @JamiePappas
©2014 Jamie J. Pappas. All rights reserved.
• Tell stories
• Stand for something
• Make complex things simple
• Convince you that you need something before you’ve decided you need it
• Have innova2on at their core
• Challenge the status quo
What is a Brand?
• Are authen2c and relatable
• Connect and build rela2onships
• Imagine “the art of the possible”
• Enable employees and others to be ambassadors
• An2cipate needs before they are needs
• Embrace the voice of the customer
Good brands…
@NECINAOrg | @JamiePappas
©2014 Jamie J. Pappas. All rights reserved.
“Focus on the core problem your business solves and put out lots of content and enthusiasm and ideas about how to solve that problem.”
Laura Fi$on, Inbound MarkeGng Evangelist,
Hubspot
@NECINAOrg | @JamiePappas
©2014 Jamie J. Pappas. All rights reserved.
• Their reason for being
• Has a vision for the future
• Gaps in the marketplace and how they fill them
• Their differen2ators
• How to tell a story
• The profile of their target customer
• What their target customers want or need
Crea2ng a good brand
• Messages and content that resonate with their target customer
• Where and how their target customers prefer to receive messages
• How to tell a story that engages
• How to build trust
• How to ac2vate their employees, customers and partners as brand champions
A successful brand knows…
@NECINAOrg | @JamiePappas
©2014 Jamie J. Pappas. All rights reserved.
Brand Communica2ons & Promo2ons
Every brand communicaFon channel should reflect your brand!
Internal Elements:
• Company and product messaging
• Employee onboarding and training
• Intranet
• Employee Communica2ons
• Mission/Vision
• Company culture
External Elements:
• Company and product messaging
• Website/Extranet
• Adver2sing
• Customer & Partner Communica2ons
• Social media, PR, AR, IR
• Employment brand
Image Source: http://deniseleeyohn.com/wp-content/uploads/2011/08/DLYohn-Brand-Wheel.jpg
@NECINAOrg | @JamiePappas
©2014 Jamie J. Pappas. All rights reserved.
Grow revenue opportunities with fast, personalized web experiences and manage complexity from peak demand, mobile devices and data collection.
A Case Study
@NECINAOrg | @JamiePappas
©2014 Jamie J. Pappas. All rights reserved.
Brand Driver’s Manual & Brand Resources aloha.akamai.com/brand
@NECINAOrg | @JamiePappas
©2014 Jamie J. Pappas. All rights reserved.
SAY IT WITH ME:
AH kuh my
@NECINAOrg | @JamiePappas
©2014 Jamie J. Pappas. All rights reserved.
VISION: To deliver on the promise of a hyperconnected world, where entertainment, business, and life are enabled to
reach unimagined poten2al.
MISSION: To provide the technology that op2mizes and secures the delivery of all online content and business applica2ons.
@NECINAOrg | @JamiePappas
©2014 Jamie J. Pappas. All rights reserved.
WHAT WE DO:
Akamai makes the Internet fast, reliable and secure.
@NECINAOrg | @JamiePappas
©2014 Jamie J. Pappas. All rights reserved.
Brand Communica2on Strategy:
Lead with Why it MaLers
and Tell a Story
@NECINAOrg | @JamiePappas
©2014 Jamie J. Pappas. All rights reserved.
STORY Segng
Big Idea
Conflict
Story Climax
Resolu2on
Moral
BRAND MESSAGING Market Opportunity
Inspiring Mission, Vision, Tagline
Business Problem
Brand Promise
Differen2ator
Get Akamaized
The Akamai Brand Story
@NECINAOrg | @JamiePappas
©2014 Jamie J. Pappas. All rights reserved.
The Segng:
Hyperconnected World
@NECINAOrg | @JamiePappas
©2014 Jamie J. Pappas. All rights reserved.
Grow revenue opportunities with fast, personalized web experiences and manage complexity from peak demand, mobile devices and data collection.
@NECINAOrg | @JamiePappas
©2014 Jamie J. Pappas. All rights reserved.
Grow revenue opportunities with fast, personalized web experiences and manage complexity from peak demand, mobile devices and data collection.
This is the hyperconnected world!
@NECINAOrg | @JamiePappas
©2014 Jamie J. Pappas. All rights reserved.
Grow revenue opportunities with fast, personalized web experiences and manage complexity from peak demand, mobile devices and data collection.
“You’re Behind.” Faster Forward
The Big Idea:
@NECINAOrg | @JamiePappas
©2014 Jamie J. Pappas. All rights reserved.
The Conflict:
In a hyperconnected world, there is tremendous opportunity and massive risk
Cloud Mobile Media Security
@NECINAOrg | @JamiePappas
©2014 Jamie J. Pappas. All rights reserved.
The Story Climax:
Any Experience. Any Device. Anywhere. The ul2mate in high-‐quality video at scale
Instant Web performance for
any device
Security that accelerates performance
Fast access to data and apps in the
workplace
@NECINAOrg | @JamiePappas
©2014 Jamie J. Pappas. All rights reserved.
The Resolu2on:
The Akamai Intelligent Plajorm™ is the leading cloud plajorm for delivering secure, high-‐performing user experiences to any
device, anywhere. • Iden2fies, absorbs, and blocks threats
• Real-‐2me experience op2miza2on based on situa2onal requirements
• Decisions based on comprehensive knowledge of network condi2ons
• Unprecedented business and technical insights
@NECINAOrg | @JamiePappas
©2014 Jamie J. Pappas. All rights reserved.
The Moral:
Get Akamaized… …and
move your business faster forward.
@NECINAOrg | @JamiePappas
©2014 Jamie J. Pappas. All rights reserved.
Akamai makes the Internet business-‐ready -‐ fast, reliable and secure.
@NECINAOrg | @JamiePappas
©2014 Jamie J. Pappas. All rights reserved.
Social Media @Akamai aloha.akamai.com/social
You are our best brand advocates!
• Akamaize your personal accounts • Follow Akamai channels • Amplify Akamai posts • Contribute your own content
• Write a blog post • Share photos and videos
• Leverage 2ps and tools on Aloha
@NECINAOrg | @JamiePappas
©2014 Jamie J. Pappas. All rights reserved.
Thank you!
Linkedin.com/in/JamiePappas