Startup Handwritten Notes PDF

Session 1. Benefits of revisiting branding + com ↳ stand out in what do you ↳ shope brisness...

Session 1. Benefits of revisiting branding + com ↳ stand out in what do you ↳ shope brisness + personal brand ↳ how medio was your favou Can in I Marketing : am a great professional public Advertising Y Relations :...... Trust spead me , er is great Branding : Il youe a great prof Session 2. ↳ rech slides , mostly pictures  Session Y Discription branding everything the brand does > - : * Car was disruptive > problem : Roses pop - : light from candle innovation * : innovation the radia * mp3 ↳ from : consequences Today singersdon't : mobe lot of money spotify a > - between 2 cities * rjanair before : only G arlies ↳ today ; anywhere 1. 2. biggest & orline in Spoin to confat we prefere pay less ever if thee is no => Disruption is wider tran we think 1 1 scognition : I can diff from others " L like what this brand is about. identificaI bridesmade ex : brand virgin : ; of the rack ↳ the CEO : shoved beard + in a , chese cost but tolled about that veyons no what could => opportunity ; we do to mose itsplat grat brand-great experiences should touch as much ospects a ese iberia ; inverted premium ero possible : , to not get low the ero popconomy - >  What do need ? you 1. Create brand don't weit until launch , 2 brand will the shope. way we think about company. will 3 shope products , services , continen ↑ 4 experiace. Stand out + memorable · Nome :. & - founder · => even the worst nomes descriptive con be a success - & - falricated. if the experience metopho night is - ocronym ↳ Hägen Dazz - & - · real wards ↳ scotlich window what is important is · & => what with you fill it poss to expand ↳ Pizza Hut : no. · Logo : Symbol of what you are ↳ if it's good ; rolf of the job · Toglie Slogan Positioning describes what for you are · : , who promises/values , costumer's mind ↳ should set expectations in  Ar exam question Band sagit · voice : row , you company speaks /expresses time every a ↳ what + it voice how define d- > Brandt Engagement image Experience. - · Brand connects all te Brand Brand S ↓ concept Atribute Costume Lustümen Productst Yourney Service Costume jouncy · : die seing Shopping > - , tell zur · Emotional Connection : ↳ make copacity you weryone feel special ↳ become momorable ; whatemotion could costume have could you -- play on ↳ prospective what do I need : ?  * Anderstand your buisness + advantage 1 Is smth. there the industry is 2 doing wrong ? A. costener need ! * Look for needs + expectation ? (See Slide => do the unexpected (see slide ↳ Nissan : put a car on amazon BUT be and stay relevant ! - (s) ↳ especially older for ones what' es : Seest decorator : find out best home for your R& M dessing room : USE humor ↳ ↳ video : responsibly ↳ if ham to tobe you lough you t product slightly , others will that too BREAK code ↳ DollarSaveClub ↳ dawhobody ele de  Ads : ause , norwegian , V , destal implant Session - b - Brand Experace + Employee Engagenat ↳ See slides it's Nespresse ; it's the brand that is giving the cage · premium volue if , the coffe is even simple ↳ create a premium identity around it What na bradexper e hove " duing/before/ofter hoving interacted with them > ddiveing on your expectations : - ↳ interact with ituse its services buy its products ↳ a brand sets ist sportieren t it fulfills them ess Lar strauss etc the : ; very durable. now product is not to create brad enough experience ↳ complexe + multifaceted brand experie · Apple it's a hole exprince A do not disappoint hold what promise be colerant , you , Ryanai does not promise any bus service you,there for ↳ basic , no-fills for lov prices low to be , we pries  consider the components , combine them to > - give the brand experience you want to deliver > - brand idea brisess strategies > - > brad tourpoints - > costume relation - exiecolta , nice email /sochoralie ↳ it's free Brand touchpoints : see slide 4) main areas to consider : to be coherent in 1. Product and servie interaction embde with values it' what , your , costume will occossiate with you, breathe your brad idea + do a good job deliveing · Mercedes : bob door , light dins , small bader Heller Kity · · American express 2. Behavior it's about what bland about your stoff > is - HR - brand iduction themselves , costumer , , amag suppliers , colleges , in a shop + office , before duing volues ofter , refact you S Row to conduct · Ritz-Colton : rules on. Environment 3 etail space , website? , Soreory experiences and soles will be dor orlie Glossin jest look bet not sole · ;. 4 Systems digital brand techne- experie reflects you , use to logy deliver your promise beauly : ,... service · Monze : easy creditiona · Amazon Logistics : Exemple Lego : all volues alive family , Rids , ages , come , Employer engagement > - horley davidson ; totoo because it's a whole lifestyl volues etc +. ↳ select the right employees + teach them what is expected Ownership : employees living the brand crusial the Brands suces employees for · are brad shapes behavior emp must fal ownershipt loyally ·. , deeply engaged with your volues · ↳ hove a clear profile of what they should look like > - crucial for any brand ownerslipt loyality to their trans feel > - ex : Me Donalds + Toco Bell stiks liking tocos , on , +maragig your employees Apple : they fined S. Yoles , with Guil only resonnoble ↳ interiolize what it is about it'a continual a process ↳ never ending , process ↳ must mobe employees life rep them in their your brand is not on end jobs ; solution to their telf probs that must be designed it helps them> not an additionnal bunden ese : gy mara cleaning floor , I will help to put a man on the moon" * watch video exam ; didn't woh in close ↑ see slides Effective Employer engagement in 7 steps 1. Be clear on objectives. Be 2 geseible. 3 Don't overload 4. Get top management backing + presence 5. Motivation. Involve 6 , don't inform 7 Think tem. long  Session 6 *. YourCompany whatever you is your da ; beginnig Brand Corporate brand product brand = > Consistency the bronding concepts we have seen applied company · > - the with what corporate identity align they sell · + commer ↳ Rep homming the nail at the some place We Brand Strong Brand lowwarness high awarness > · - St mismater Strategie alignement · > -. dar > - weak message massage · > distinctive image Genetic image (don't please weryo ) · -. > loyal costimes disloyal costume - · team employees sdifferent · enthusiastic > - · consistent sese > - inconsistent Iberdrola big leader water es : , for electricity , wind - they build hole brand energy.. a , FINAL EXAM ! L corporate identity symbols nomeclative = agana- · + an zition uss to identity itself to people ↳ What are the company's distinctothibutes ! Corporate image wiside each of our brands change : , or can change over the time global evolution (Set of beliefs feelings) has ( + person a about an organisation ; depeds : on who or you - voriable+ short time present moment - ↳ How the is company currently pacenedI Corporate reputation : The values associated with the inderstanding of a companies image long-term , not in our head ↳ How is the over time I company perceived ↑ · Corporate Cams : What does the company commernicate and to whom ! * Do they pay fair toses * Consume look beyond the products sold by comp. * they treat worker How do * responsible) Sustainable all of this offect your soles + or- can > -  Brand equity a ↑ capital accumulated , trat was for you even of you sleep L Storcodes cold strong perception o un e they will react favourable toyour more come aligen wite marketing objects -- corp brand excists. in a bigger territory fran their product es : United Colors of Benetton ; more and more about divisity theyoven stopped showing the clothes did well antir very a , certain point - & it's not about clothes anymore > see schema (not important ( - Corporate Storytelling * emotions mobes it mor momorable brand to presenting your identity + values a wider - public with ter help of norative Technique shategy that at agoging your audience to - cams air maginative - ar univers that delivers information through stories ofter most effective ways to represent reality - ane a if well dave weate trigger engagement - , => core about you Corporate Story comprehensive narrative about you - a mission what volue origin you - , , not too long on complexe - - everyb. Can understand +remember it (if they care) relps to internalize what brad is about your - helps achiving consistency - Secret formula. 1 Simple ise a fabel , wolves about 1 situation + mord. G Complete logical structure beginning midden : and. 3 Moving information emotion ; rappyness + joy ,... How would like clients to feel oftewards ! you your Genuine reflect 4. values + clients volues + highlight your from using your service > it's promise: you rave to beep your word - a. Relevant 5 if it doesn't resonate it won't cut though the , noise Session 7. come stat di titim ⑳yar troge irge iyour. 1 How do want to be seen ! you. What 2 in motivation to activities must I audience to whee I want it put move perceptions of each 1 Process how to develop stat. a comm normally consits of. Content 2 what do cams strat normally casits of. Practical 3 a model to put together +implement a cams stat for your organization Strategy = plamed + emergrey process ↳ pre structured + planned annual prograst compoigns to ist events trot eege" Ty to e a e rotiveresponse. , Strategy - general directionposition long time of period plan = Locties= specific things you do shat term t part of lage , Strategy = organization + external environment * long term hoics must adopt to you organization + must be geosible within its conditions * it must also tose to account the corp environment. + deal with the treats that may orise apportunities + It' frontier work" between company tensionennt Come Brand translatesita , Strategy inform Stat  How is content developed Walmart Strattig Desired Pation Thermed Menge intent treatment of employees Reputation messages HR initistries joiwohtilo rosse e · · · - low wags solary composion · · * · important reap goods · best products · Product profiles · drives locals out of brisnes · opportunities · individual success Rotional Company makes superiority claim based on distinctive adventags · a Beful when company cannot mobe the some cain · You have supporting information to mobe your coin · Our has the best fuel-economy of it's car category Symbolie moses Main based association company symbolie · on · usefull when difficult to demonstrate superiority · you bis yourself to moral attibutes + capital to become legitimate Our brand is as cool as the champions we sponsor Emotional to company mobes refererse to positive emotions win support ad involvement · your · you need to be authentic + touch on relevant anations typically appeal to freedom joy community , mostolgia ·.. , , starburs is about individual expression community · , Generie Claim trat could make comp any competition ·. to it the leader · you only when your or the only one in the industry · any improvement will benefit you the mest vegetables soup is realthy this , it more Pre-emptie · lain but suggests they rove superiority > - take tenitory your saying it first you stop competitors from saying it · ese : l'or + BMW. 1 what is the perception ? consolidate Change paception ? What do want the audience to think ? you goos in term of reputation ?. 2 set objectives specific come SMART (should rove numbers) audierte objectives per what messagest styles ar best for each objectives/audrice. 3 identify most Stoßeholder imp. to relevant Segment them it specific audience groups according citrio for your programmeampaign is there oder an of priority who I comes frist man budgett I im case of dounts go to tre conte 4 1-3. topics + stick those What is cre mess ages + ideas ! that accompany ? other message version stareholder ? differt per 5. what style is more appreciate to your objective ! slogans ? pictures ?.. your use can se multiple styles if needed (eme a. SMis not 6 build andere werything I first you need to what media can best to audiere cary your message your be effective + be efficient with budget limitations con't your dr 10 % of all sols is a good budget- what I dat can lock ak what competition is dang integrate online + offlie 7. most is in media bugig + evaluation mony for production Save be flexible + prepare jamp opportition if they + aise Sometimes you can start from this port Session 10. sto launch have chance you only ↳ it needs structure + mise disruptive + strategie + 1audience Launch 1. Message. Audience 2. 3 Defie why it's relvant Pre-Launch-Launch- After-Launch PRE-Launch * Find the right date ↳ hik to milestones event to masei existing or ↳ mize your inport Itanational a festival , day ↳ don't lose hargy " if it lasts more then 1 day * Align your internal audiences ↳ then ito the launch to involve get them on the bood ↳ inform tran regularly of new preparation milestones ↳ launch to tran first anetwo weeks before , ↳ train the to everyone on messages convey * Defineyour external audiences up personas" for ↳ set each subgroup - easier ↳ build luch plan you by audance evening each , get the right message in the right romel hove ↳ a list of car messages adapt them by audience + ↳ Buisnes portres , resellers clients competitors authorities, , , , ete medias, inflocas - Put * together cams plan ↳ lauch is an opportunity to mobe sploch - ↳ trib of it's as a bluepint for how yo wel be reaching eachordince ↳ all the Bing elements of the planning together * Choose the right channels ↑ fasM hoveto you gete traditional followe to media libe TV radio , , print... ↳ Social media is usually the chosen hannel ↳ Brace ! You need to build up followers first Never idexstimate the PR power of ↳ a creative stant that can mille" in all the homes use you , you LAUNCH remember * Important things to ↳ launching is important , but neven neglect prt post lauch ↳ it's not the end but the begin ! of a process * Build a PR toolkit ⑦ structure ↳ Press release : short + sweet ; All , bey facts ↳ Visual Material logo pictures etc. , : ↳ Information Rub repository of informa : a tion for background perposes post releases ,... : interviews your touchepoints perform * Maße ↳ Product shop website , app what will have you... , , ready to show in your lauch ? ↳ Don't stess about not hoving werything rady! ↳ correntrate with big imports quik win > - ↳ aryth in place for the perfect first impression  Choose date * a segnificant ↳ company anniversary ↳ shoreholders or stoff meting ↳ vidustry event or fair (start of ↳ bey dates for your soles Cycle Summer , back to , School Christmas... POST Launch * Check status your again ↳ ware launch decideadopt see you stand after + your guther implementione plans ↳ create channels to receive tools + feed- bo comments from Stoßcholders ↳ be how to clear a adress feedback + solve any isses * Ensere continuity ↳ you spad everything (resources + enegy) ofter big splash ↳ trat silence ! often tim avoid ↳ try to sustain come over + folling into oblivion ↳ plowing is Bey * Measure success your ↳ disruptive potential of difficult to measure an idea is ↳ consider the usefullnes of measuring some attributes of your brand row they and perceived ar ↳ Survey before : after how values + paceived , are So see if is mode you progress othibute perception > - you time can measure audress first + over I