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About Us Customize our teams based on our client’s needs History of working with great clients like: Chinet, Bernina, Batter Blaster, Money Smart Week Chicago and more! Headquartered in Austin, Texas with offices in Chicago, Los Angeles, New York City, St. Louis

Today’s Agenda Branding, defined Evolution of a brand Objectives of a good brand Evangelizing your brand’s ambassadors/influencers Knowing your brand’s barriers Extending your brand beyond marketing Case study: Money Smart Week Chicago 2011

Branding Defined Name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers. A brand can take many forms including a name, sign, symbol, color combination or slogan.

Evolution of a Brand A strong brand is constantly evolving, but not changing directions Examples of recent brand evolving: Groupon

Brand Evolving: Groupon Groupon is a great example because it starts as new service based on needs of customers and evolves by: Listening to customers and adding personalized services (food, spa, travel, entertainment) and location based coupons Corrected its missteps (Groupon Superbowl ad debacle) Groupon NOW Groupon is now a “verb” – whether you use different online coupons, people now refer to them as Groupons – like tissues are Kleenex

Objectives of a Good Brand Delivers a clear, concise message Confirms your credibility Connects your target audience emotionally Motivates action Creates brand loyalty Has high integrity – is genuine

Understanding Your Target Audience Know the basics (gender, age range, income level, etc.) Then dig deeper: What does it mean if your brand draws more women than men? What does it feel like to walk in your target audience’s shoes? What are their desires, hopes, dreams?

Evangelizing Your Brand’s Ambassadors/Influencers Develop brand ambassadors who believe so strongly in your brand that they’ll freely work to convince others to become brand ambassadors Your community of brand ambassadors must have the tools to evangelize

Knowing Your Brand’s Barriers Competition Timing Budgets Location Demand (lack of) Niche market

Extending Your Brand Beyond Traditional Marketing Street teams Social media Word of Mouth campaigns

Case Study: MSW Chicago Media relations Social media Street teams

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