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.

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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

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