Building a Discernible Brand in the Modern World | Element Three
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BUILDING A DISCERNIBLE BRAND IN THE MODERN WORLD (or) how brand and marketing should work together
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Transcript of Building a Discernible Brand in the Modern World | Element Three
BUILDING A DISCERNIBLE BRAND IN THE MODERN WORLD
(or) how brand and marketing should work together
TIFFANY SAUDERPresident of Element Three
@TiffanySauder
WHO ARE YOU?HQ in Indianapolis with clients nationwide
Inbound, Digital, Traditional, Brand
50 Employees
2012 HubSpot Agency of the Year
No. 1
No. 2
No. 3
No. 4
AGENDADEFINING DISCERNIBLE
5 GUIDING BRAND PRINCIPLES
BRAND TOOLS WE USE
HOW BRAND SHAPES OUR MARKETING
DEFINING DISCERNIBLEDis·cern·i·ble, adjective, able to be seen or understood; perceptible
THUMP
5 GUIDING BRAND PRINCIPLES
No. 6No. 1 “THE BRAND IS THE PRODUCT.”- Lee Clow
No. 6No. 2IT’S NOT HOW YOU DO WHAT YOU DO, IT’S HOW YOU HELP.
WHAT THEY DO HOW THEY HELP
Accounting & Financial Support A Crystal Ball to CEOs
Posh Retirement Living Excitement for the Future
Luxury RVs Access to an Elite Lifestyle
Inspection Services Peace of Mind
Sand, Sea and Sun Feeling of Being Totally Alive
No. 6No. 3 YOUR BRAND IS LIKE A PERSON.
No. 6No. 4 “I’D RATHER BE FIRST THAN PERFECT.”- Howard Schultz
No. 6No. 5KNOW WHAT YOU’RE DRIVING TOWARD.
DOES BRAND INFLUENCE THE DECISIONS WE MAKE AS MARKETERS?
WE EXIST TO WRITE BOLD STORIES
25 States >>> 8 weeks >>> 11,796 miles
HOW A BEST CO INFORMS OUR CONTENT STRATEGY
“(Most brands) want to be all things to all people. They want their brand to be a male brand and a female brand. An upper-
crust brand and a plebeian brand. And in their greed they almost always end up with a brand which has no personality
of any kind—a wishy washy neuter brand.”
- David Ogilvy, The Unpublished David Ogilvy
www.ElementThree.com/DigitalMarketingDay
@ElementThree@TiffanySauder
