Director of Brand Planning at One North, Storyteller, Brand Specialist, Problem Solver
Chicago
Joined July 2009
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A5. We also find that marketers often think that brand is for organizations that are "bigger/smaller/more specialized" than theirs. #1Nchat
A4: What about understanding the relationship between culture, character and brand? Marketers often think these things are separate. #1NChat
Ryan Schulz retweeted
.@happy_stomach We hear directly from our clients. Legal is often data rich and insight poor. Lawyers are scared of math. #1NChat
.@jaesunum What tools do you use to measure increased awareness? Do some work better than others? #1Nchat teapawt.net/jaesunum/status/641682…
@ryan_schulz It's our responsibility to measure business impact, thru increased brand awareness. Metrics talk. #1NChat
.@jaesunum How do you sell that internally when your c-suite is asking for ROI? #1NChat teapawt.net/jaesunum/status/641682…
.@ryan_schulz @grafeedie So we try to have content that's not directly tied to lead generation. #1NChat
Ryan Schulz retweeted
@ryan_schulz @grafeedie Thought leadership is key. We have to deliver value even in marketing -- it's a preview. #1NChat
.@StephanieChirps That's the Relationship Cycle at work! :-) #1NChat teapawt.net/StephanieChirps/status…
A3. Our clients and employees are our best brand ambassadors. More persuasive than any "campaign" #1NChat
.@grafeedie What about compelling content: Rich video? Thought leadership? Data visualization? #1NChat teapawt.net/grafeedie/status/64168…
.@jaesunum @grafeedie Do you have feedback loops built in? How do you listen to your clients? #1NChat teapawt.net/jaesunum/status/641678…
@JHMadarang @happy_stomach @OneNorth And who are they talking to? Keeping the customer in mind, always, is key. #1NChat
Here's an add on question to Q2: Is it part of your regular marketing routine? Does it play an active role in your planning process? #1NChat
A1: Brand is the sticky glue between business strategy and customer experience. #1NChat
#1NChat Differentiation is more establishing a point of view in the marketplace that is unique. Brand is about an overall experience.
#1Nchat I think we need to be careful about the difference between differentiation and brand. teapawt.net/happy_stomach/status/6…
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Never underestimate the power of internal culture & comms to influence the external perceptions of your brand. teapawt.net/grafeedie/status/64167…
A1. Brand is the compilation of every experience that anyone has with your organization - internally and externally. #1NChat
A1 cont: Brand is the story your customers tell long after the service or product was bought. #1NChat