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A M A C O Knowledge Series, 120109

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Rex Whisman

The document discusses how brands can execute their strategies through social media from an organizational perspective. It notes that traditional marketing methods are struggling while expectations for brands have increased. Brands now need to embrace emerging technologies, be authentic, transparent, and integrate their work and personal lives. They also must align their internal culture and external reputation. The document advocates assessing a brand's positioning, understanding its purpose and principles, seeking partners, developing a social media plan, testing new media, and aligning the brand's mission and values to its strategy while authentically living the brand.

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American Marketing Association- Colorado Chapter Knowledge Series Executing Brand Strategy through Social Media An Organizational Perspective University of Denver December 1, 2009 Rex Whisman
Almost all the growth thats available to you exists when you arent like most people and when you work hard to appeal to folks who arent most people. Seth Godin, Tribes, 2009
brand / n. 1 your name. 2 what your name stands for. 3 associations with your name. branding / v. 1 the process of aligning your internal culture with your external reputation.
A M A C O Knowledge Series, 120109
油
Post Mad Men World Traditional methods on life support Do more with less Expectation you stand for something Need to be transparent Should embrace emerging technology Must be authentic and sustainable Integrate life/work
Three Waves of Brand Development Marketing mind-set Corporate mind-set Enterprise mind-set Source: Mary Jo Hatch and Majken Schultz, Taking Brand Initiative , 2008.
Enterprise Brand www.blogSouthwest.com www.twitter.com/SouthwestAir www.facebook.com/Southwest www.youtube.com/NutsAboutSouthwest
Social Media
Get Connected Rex Whisman Principal BrandED consultants group [email_address] www.BrandEDus.net www.brandchampionsblog.com www.facebook.com/rexwhisman www.twitter.com/rwhisman www.linkedin.com/in/rexwhisman www.youtube.com/rexwhisman
Next Steps Assess your brandscape Know your purpose Understand your principles Seek out like-minded partners Develop your plan Test new media Align your mission, core values and strategy Live your brand
Managing a brand is a lifetime of work. Howard Schultz Chairman Starbucks

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A M A C O Knowledge Series, 120109

  • 1. American Marketing Association- Colorado Chapter Knowledge Series Executing Brand Strategy through Social Media An Organizational Perspective University of Denver December 1, 2009 Rex Whisman
  • 2. Almost all the growth thats available to you exists when you arent like most people and when you work hard to appeal to folks who arent most people. Seth Godin, Tribes, 2009
  • 3. brand / n. 1 your name. 2 what your name stands for. 3 associations with your name. branding / v. 1 the process of aligning your internal culture with your external reputation.
  • 5. 油
  • 6. Post Mad Men World Traditional methods on life support Do more with less Expectation you stand for something Need to be transparent Should embrace emerging technology Must be authentic and sustainable Integrate life/work
  • 7. Three Waves of Brand Development Marketing mind-set Corporate mind-set Enterprise mind-set Source: Mary Jo Hatch and Majken Schultz, Taking Brand Initiative , 2008.
  • 8. Enterprise Brand www.blogSouthwest.com www.twitter.com/SouthwestAir www.facebook.com/Southwest www.youtube.com/NutsAboutSouthwest
  • 10. Get Connected Rex Whisman Principal BrandED consultants group [email_address] www.BrandEDus.net www.brandchampionsblog.com www.facebook.com/rexwhisman www.twitter.com/rwhisman www.linkedin.com/in/rexwhisman www.youtube.com/rexwhisman
  • 11. Next Steps Assess your brandscape Know your purpose Understand your principles Seek out like-minded partners Develop your plan Test new media Align your mission, core values and strategy Live your brand
  • 12. Managing a brand is a lifetime of work. Howard Schultz Chairman Starbucks