Date post: | 13-May-2015 |
Category: |
Business |
Upload: | intelligently |
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presents
How to Tell Your Brand’s Story Effectively
MIKE TROIANO@miketrap
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Agenda
2
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Agenda
6:00 - The Approach
2
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Agenda
6:00 - The Approach6:15 - Hands-On Workshop
2
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Agenda
6:00 - The Approach6:15 - Hands-On Workshop6:45 - Group Exercise
2
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Agenda
6:00 - The Approach6:15 - Hands-On Workshop6:45 - Group Exercise7:00 - Class Exercise
2
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Agenda
6:00 - The Approach6:15 - Hands-On Workshop6:45 - Group Exercise7:00 - Class Exercise7:30 - Fin.
2
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.©2012 @MIKETRAP. ALL RIGHTS RESERVED.
The Startup Journey
3
passionate hypothesis
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.©2012 @MIKETRAP. ALL RIGHTS RESERVED.
shared vision
The Startup Journey
3
SELLING THE DREAM
passionate hypothesis
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.©2012 @MIKETRAP. ALL RIGHTS RESERVED.
provenopportunity
shared vision
The Startup Journey
3
SELLING THE DREAM
CONVICTION VS. FLEXIBILITY
passionate hypothesis
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.©2012 @MIKETRAP. ALL RIGHTS RESERVED.
race to scale
provenopportunity
shared vision
The Startup Journey
3
SELLING THE DREAM DISCONTINUOUS CHANGE
CONVICTION VS. FLEXIBILITY
passionate hypothesis
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.©2012 @MIKETRAP. ALL RIGHTS RESERVED.
realbusiness
race to scale
provenopportunity
shared vision
The Startup Journey
3
SELLING THE DREAM DISCONTINUOUS CHANGE
RIDING THE ROCKETCONVICTION VS. FLEXIBILITY
passionate hypothesis
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Be Flexible Early2002
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Be Flexible Early
“mobilemarketing
management”
2002
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Be Flexible Early
“mobilemarketing
management”
2002
“mobilemessaging
management”
2004
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Be Flexible Early
“mobilemarketing
management”
“mobilemedia
management”
20062002
“mobilemessaging
management”
2004
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
BUT… you’re betting your livelihood on a value proposition you believe is significant.
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
BUT… you’re betting your livelihood on a value proposition you believe is significant.
So you should write it down.
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
elements of positioning
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
elements of positioning
• target – actionable universe of buyers
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
elements of positioning
• target – actionable universe of buyers• segment – key, predisposing attribute
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
elements of positioning
• target – actionable universe of buyers• segment – key, predisposing attribute• brand – a name you call yourself
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
elements of positioning
• target – actionable universe of buyers• segment – key, predisposing attribute• brand – a name you call yourself• category – a competitive frame for the
buyer
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
elements of positioning
• target – actionable universe of buyers• segment – key, predisposing attribute• brand – a name you call yourself• category – a competitive frame for the
buyer• distinction – what makes you unique
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
elements of positioning
• target – actionable universe of buyers• segment – key, predisposing attribute• brand – a name you call yourself• category – a competitive frame for the
buyer• distinction – what makes you unique• proof – perceived evidence of truth
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
declare your hypothesis
For target who are segment, brand provides the category with
distinction because of proof.
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
made-up examples
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
made-up examples• For drivers who value automotive performance,
BMW provides luxury vehicles that deliver joy through German engineering.
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
made-up examples• For drivers who value automotive performance,
BMW provides luxury vehicles that deliver joy through German engineering.
• For people around the world, Coca-Cola is the soft drink that is the real thing since 1886.
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
made-up examples• For drivers who value automotive performance,
BMW provides luxury vehicles that deliver joy through German engineering.
• For people around the world, Coca-Cola is the soft drink that is the real thing since 1886.
• For industrial manufacturers who are challenged to differentiate, BASF is the raw materials supplier that makes products better through engineering depth.
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Agenda
6:00 - The Approach6:15 - Hands-On Workshop6:45 - Group Exercise7:00 - Class Exercise7:30 - Fin.
9
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
30 Minutes:
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
30 Minutes:
• target – actionable universe of buyers
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
30 Minutes:
• target – actionable universe of buyers• segment – key, predisposing attribute
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
30 Minutes:
• target – actionable universe of buyers• segment – key, predisposing attribute• brand – a name you call yourself
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
30 Minutes:
• target – actionable universe of buyers• segment – key, predisposing attribute• brand – a name you call yourself• category – a competitive frame for the
buyer
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
30 Minutes:
• target – actionable universe of buyers• segment – key, predisposing attribute• brand – a name you call yourself• category – a competitive frame for the
buyer• distinction – what makes you unique
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
30 Minutes:
• target – actionable universe of buyers• segment – key, predisposing attribute• brand – a name you call yourself• category – a competitive frame for the
buyer• distinction – what makes you unique• proof – perceived evidence of truth
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Agenda
6:00 - The Approach6:15 - Hands-On Workshop6:45 - Group Exercise7:00 - Class Exercise7:30 - Fin.
11
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
15 Minutes
12
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
15 Minutes
12
Pair.
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
15 Minutes
12
Pair. Pitch.
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
15 Minutes
12
Pair. Pitch. Switch.
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Agenda
6:00 - The Approach6:15 - Hands-On Workshop6:45 - Group Exercise7:00 - Class Exercise7:30 - Fin.
13
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
3 x 10 Minutes
14
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
3 x 10 Minutes
14
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Who’s got ‘em?
15
thank you.@miketrap