AT gets to the simple side of branding. As deep and involved as is appropriate for an organization's strategic context.
To get there, you have to approach branding in a back-to-basics way. Branding isn’t anything new. Good branding is just good leadership… re-branded. Your organization knows how to brand. They’re probably just confused by the ubiquitous and contrary use of the word.
This excerpt from a presentation called “Branding for the rest of us” illustrates the best business practices that have been going on for years in organizations that have been hijacked by branding professionals. Take them back.
34. the typical branding process...
live it - donʼt just say it
make sure everyoneʼs voice is involved
35. the typical branding process...
live it - donʼt just say it
make sure everyoneʼs voice is involved
take risks - differentiate
36. the typical branding process...
live it - donʼt just say it
make sure everyoneʼs voice is involved
take risks - differentiate
honor and empower brand ambassadors
37. the typical branding process...
live it - donʼt just say it
make sure everyoneʼs voice is involved
take risks - differentiate
honor and empower brand ambassadors
demonstrate success - tell the story of a winning brand
38. the typical branding process...
live it - donʼt just say it
make sure everyoneʼs voice is involved
take risks - differentiate
honor and empower brand ambassadors
demonstrate success - tell the story of a winning brand
39. ...is just a re-brand
live it - donʼt just say it
Model The Way
make sure everyoneʼs voice is involved
Inspire A Shared Vision
take risks - differentiate
Challenge The Process
honor and empower brand ambassadors
Enable Others To Act
demonstrate success - tell the story of a winning brand
Encourage The Heart
53. context is king
Be sure of the worth of your goals.
Donʼt waste effort on the
Unnecessary
Irrelevant
Impossible
Dr. William Silver. Presentation: The Warrior-Leader
54. context is king
Key leadership abilities:
Awareness (knowledge or cognizance)
Flexibility (adaptable or variable)
Balance (bring into/maintain equilibrium)
Versatility (capable of doing many things)
Dr. William Silver. Presentation: The Warrior-Leader
55. the new golden rule
Donʼt do unto others as you
would have them do unto you.
Do unto others as they would be
done unto.
57. whoʼs in charge here?
The era of the beat-the-consumer-into-
submission marketing approach is over.
Landor Associates Blog post, January 2009
58. Hi. Iʼm still Aaron.
Tweet four words
what are your impressions about me now?
use #atpres2
59. Hi. Iʼm still Aaron.
Humans categorize others in less than 150
milliseconds. Within 30 minutes, theyʼve
made lasting judgments about your character.
Harvard Business Review-September 2003
64. Hi. I was Aaron.
branding is a process
it happens in three stages:
65. Hi. I was Aaron.
branding is a process
it happens in three stages:
what you think youʼre gonna get
66. Hi. I was Aaron.
branding is a process
it happens in three stages:
what you think youʼre gonna get
what you actually got
67. Hi. I was Aaron.
branding is a process
it happens in three stages:
what you think youʼre gonna get
what you actually got
what youʼre gonna do about it
Leadership is personal, not organizational
You don’t need “title power” to be a leader
Leadership gets exercised in all directions