3.
Everybody thinks about marketing, advertising, and branding as
creative industries.
4.
Everybody thinks about marketing, advertising, and branding as
creative industries.
Filled with great artists…
5.
Everybody thinks about marketing, advertising, and branding as
creative industries.
Filled with great artists,
gifted writers…
6.
Everybody thinks about marketing, advertising, and branding as
creative industries.
Filled with great artists,
gifted writers,
and lots of and lots of Big Ideas™.
32.
Once upon a time, brand strategists built brand frameworks.
33.
Once upon a time, brand strategists built brand frameworks.
There were about a bazillion ways to do it and those framework-
builders were all pretty smart.
51.
Today’s brand is not defined by the direction of its shareholders.
52.
Today’s brand is not defined by the direction of its shareholders.
Today’s brand is a co-creation of its stakeholders.
53.
Today’s brand is not defined by the direction of its shareholders.
Today’s brand is a co-creation of its stakeholders.
And the lion’s share of today’s stakeholders demand that their
preferred brands mean something.
56.
At Espresso, we practice brand infiltration™.
The first phase of brand infiltration™ is called stakeholder
pathing™.
57. [UM. SO THEY’RE GOING TO NAME A FRAMEWORK AFTER US SOON, RIGHT?]
58.
There are a few general things to understand when you talk about
stakeholder pathing™.
59.
There are a few general things to understand when you talk about
stakeholder pathing™.
Who are your stakeholders, anyway?
60.
There are a few general things to understand when you talk about
stakeholder pathing™.
Who are your stakeholders, anyway?
What do these people care about?
61.
There are a few general things to understand when you talk about
stakeholder pathing™.
Who are your stakeholders, anyway?
What do these people care about?
What drives them crazy?
62.
There are a few general things to understand when you talk about
stakeholder pathing™.
Who are your stakeholders, anyway?
What do these people care about?
What drives them crazy?
Why might you matter to them?
64. Brand discovery:
STAKEHOLDER PATHING™
Stakeholder pathing™ will identify the
range of communication styles,
motivations, challenges, and core
needs of all stakeholders tied to your
organization.
??
65. Brand discovery:
STAKEHOLDER PATHING™
Stakeholder pathing™ will identify the
range of communication styles,
motivations, challenges, and core
needs of all stakeholders tied to your
organization.
??
INDUSTRY
PARTNERS
66. Brand discovery:
STAKEHOLDER PATHING™
Stakeholder pathing™ will identify the
range of communication styles,
motivations, challenges, and core
needs of all stakeholders tied to your
organization.
SHAREHOLDERS
??
INDUSTRY
PARTNERS
67. Brand discovery:
STAKEHOLDER PATHING™
Stakeholder pathing™ will identify the
range of communication styles,
motivations, challenges, and core
needs of all stakeholders tied to your
organization.
MANAGEMENT
SHAREHOLDERS
??
INDUSTRY
PARTNERS
68. Brand discovery:
STAKEHOLDER PATHING™
Stakeholder pathing™ will identify the
range of communication styles,
motivations, challenges, and core
EMPLOYEES needs of all stakeholders tied to your
organization.
MANAGEMENT
SHAREHOLDERS
??
INDUSTRY
PARTNERS
69. Brand discovery:
STAKEHOLDER PATHING™
Stakeholder pathing™ will identify the
range of communication styles,
motivations, challenges, and core
EMPLOYEES needs of all stakeholders tied to your
organization.
MANAGEMENT MEDIA/
INFLUENCERS
SHAREHOLDERS
??
INDUSTRY
PARTNERS
70. Brand discovery:
STAKEHOLDER PATHING™
Stakeholder pathing™ will identify the
range of communication styles,
motivations, challenges, and core
EMPLOYEES needs of all stakeholders tied to your
organization.
MANAGEMENT MEDIA/
INFLUENCERS
SHAREHOLDERS
?? CUSTOMERS
INDUSTRY
PARTNERS
71. Brand discovery:
STAKEHOLDER PATHING™
Stakeholder pathing™ will identify the
range of communication styles,
motivations, challenges, and core
EMPLOYEES needs of all stakeholders tied to your
organization.
MANAGEMENT MEDIA/
INFLUENCERS
SHAREHOLDERS
?? CUSTOMERS
INDUSTRY PROSPECTS
PARTNERS
73.
Once you’ve clarified who they are, how do you figure out their
motivations, challenges, and core needs?
74.
In a perfect world, understanding your stakeholders would be as
natural as asking a few questions.
75.
In a perfect world, understanding your stakeholders would be as
natural as asking a few questions.
In reality, understanding your stakeholders calls for some serious
brain power.
78.
One-on-one interviews.
Multi-phased focus groups.
Digital ethnography.
79.
One-on-one interviews.
Multi-phased focus groups.
Digital ethnography.
Behavioural monitoring.
80.
One-on-one interviews.
Multi-phased focus groups.
Digital ethnography.
Behavioural monitoring.
Data mining.
81.
One-on-one interviews.
Multi-phased focus groups.
Digital ethnography.
Behavioural monitoring.
Data mining.
Content analysis.
82.
One-on-one interviews.
Multi-phased focus groups.
Digital ethnography.
Behavioural monitoring.
Data mining.
Content analysis.
Sentiment discovery.
83.
One-on-one interviews.
Multi-phased focus groups.
Digital ethnography.
Behavioural monitoring.
Data mining.
Content analysis.
Sentiment discovery.
Purchase cycle evaluation.
84.
One-on-one interviews.
Multi-phased focus groups.
Digital ethnography.
Behavioural monitoring.
Data mining.
Content analysis.
Sentiment discovery.
Purchase cycle evaluation.
Lifetime value exploration.
85.
One-on-one interviews.
Multi-phased focus groups.
Digital ethnography.
Behavioural monitoring.
Data mining.
Content analysis.
Sentiment discovery.
Purchase cycle evaluation.
Lifetime value exploration.
Trend forecasting.
86.
One-on-one interviews.
Multi-phased focus groups.
Digital ethnography.
Behavioural monitoring.
Data mining.
Content analysis.
Sentiment discovery.
Purchase cycle evaluation.
Lifetime value exploration.
Trend forecasting.
Industry benchmarking.
87.
One-on-one interviews.
Multi-phased focus groups.
Digital ethnography.
Behavioural monitoring.
Data mining.
Content analysis.
Sentiment discovery.
Purchase cycle evaluation.
Lifetime value exploration.
Trend forecasting.
Industry benchmarking.
Direct and indirect competitive set building.
88.
One-on-one interviews.
Multi-phased focus groups.
Digital ethnography.
Behavioural monitoring.
Data mining.
Content analysis.
Sentiment discovery.
Purchase cycle evaluation.
Lifetime value exploration.
Trend forecasting.
Industry benchmarking.
Direct and indirect competitive set building.
Ongoing monitoring and refinement.
89.
One-on-one interviews.
Multi-phased focus groups.
Digital ethnography.
Behavioural monitoring.
Data mining.
Content analysis.
Sentiment discovery.
Purchase cycle evaluation.
Lifetime value exploration.
Trend forecasting.
Industry benchmarking.
Direct and indirect competitive set building.
Ongoing monitoring and refinement.
And so on…
90.
This is the stuff that hits people where it counts.
91.
This is the stuff that hits people where it counts.
And when you start looking at the data, you rarely find your brand
in the what.
92.
This is the stuff that hits people where it counts.
And when you start looking at the data, you rarely find your brand
in the what.
You find affection, passion, and – yes – even outrage in the why.
96.
At the end of the day, the brand isn’t simply an icon.
97.
At the end of the day, the brand isn’t simply an icon.
It isn’t simply a promise.
98.
At the end of the day, the brand isn’t simply an icon.
It isn’t simply a promise.
It’s the day-to-day legend created by all stakeholders, connected
through each interaction in every channel, and lived constantly in
public.
99.
At the end of the day, the brand isn’t simply an icon.
It isn’t simply a promise.
It’s the day-to-day legend created by all stakeholders, connected
through each interaction in every channel, and lived constantly in
public.
And it’s going to keep moving, whether the company is a part of it
or not.
100. [DON’T MAKE YOUR BRAND BE THE ONE WHOSE PARENTS WON’T LET IT GO TO THE MALL.]
113.
Because…
Great brands are value-driven.
Great brands are stakeholder-owned.
114.
And before anything hits the creative part of the job...
115.
And before anything hits the creative part of the job...
Great brand-builders need to bring together analytical savvy,
listening skills, and business acumen to clarify the heart of the
brand storyboard.