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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

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“Almost all the growth that’s available to you exists when you aren’t like most people and when you work hard to appeal to folks who aren’t most people.” Seth Godin, Tribes, 2009

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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.

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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

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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.

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Enterprise Brand

www.blogSouthwest.comwww.twitter.com/SouthwestAirwww.facebook.com/Southwestwww.youtube.com/NutsAboutSouthwest

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Social Media

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Get Connected

Rex Whisman

Principal

BrandED consultants group

rwhisman@BrandEDus.net

www.BrandEDus.net

www.brandchampionsblog.com

www.facebook.com/rexwhisman

www.twitter.com/rwhisman

www.linkedin.com/in/rexwhisman

www.youtube.com/rexwhisman

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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

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“Managing a brand is a lifetime of work.”

Howard Schultz

Chairman

Starbucks