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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0 2 4 6 8 10 12
requested intensityour habitcomplexity level
years
intensity
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