Brand Assessment Workshop

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Brand Assessment Workshop

• Dennis Crupi
• May 5, 2009

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Workshop Highlights

• What is branding and why does it matter?
• How to avoid being a man-eating shark
• Your difference
• Brand assessments (Intertech, E-ternity, CSI)
• The three Ps
• Traps to avoid
• Discussion

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Marketing
Adapted from its original version created by Jeff
Barson.
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Advertising
Adapted from its original version created by Jeff
Barson.
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Public Relations
Adapted from its original version created by Jeff
Barson.
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Branding
Adapted from its original version created by Jeff
Barson.
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Emotion Trumps Logic

• People buy brands they trust
• When moneys tight, they buy whats important to
  them what makes them FEEL good and jettison
  what doesnt
• In a down economy, its important to
• Sell your value, not your products
• Never let it come down to price
• Remember the placebo effect(N-acetyl-para-amino
  phenol)

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Your Companys Difference
Business Practices
Airtight Service
Response Time

• YOU

Staff
Approach
Cool Factor
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Sales Marketing Collateral
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The Three Ps

• People
• Passion
• Persistence

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Passion

• What makes you invaluable to your customers?
• What value do you bring?
• Are you filling the valuegaps?
• Who is your business?

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People

• Segment your audiences
• Customers and potential customers
• Community
• Employees
• Define their needs

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Persistence

• Tell the people about your passion
• Plan the whats, whens, hows, whos, wheres
  and whys
• Budget for it
• Get help

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Traps To Avoid

• Template hell
• Make templates work with your identity and
  content
• House of brands
• Lead with your brand, not your partners (even if
  theyre funding your marketing)
• Fit your sub-brands under your company brand
• Be a branded house, not a house of brands
• Selling on price
• Always drive your value
• Too much tech talk, not enough business talk
• Speak plainly and be real

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Your Challenges

• Transition product-focused sales team to be more
  services-focused
• End-user facing marketing collateral
• End-customers still prefer break-fix model to
  managed services model

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Give Us A Shout

• Dennis CrupiIngram Micro Creative
  Services(714) 382-2711dennis.crupi_at_ingrammicro.c
  om

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