Presentation delivered during "Brand Building in The Digital Age' session at the NY Business Expo (at the Javits Center) on October 20, 2010. Includes 'bonus' slides that I didn't get to discuss but touch on some of the tactical and process elements that are important for marketers/communicators to understand to successfully engage in brand building today.
21. ‘I don’t know what to do.’ ‘Should I be on Twitter?’
‘It costs too much.’ ‘So, I just need to build a
‘I am overwhelmed.’ blog?’
‘The internet scares me.’ ‘It’s too late. We’re
‘I don’t have the time.’ doomed’
‘I tried and it didn’t work.’ ‘I am too old.’
‘My customers don’t ‘A different department
use these tools.’ handles that.’
52. Change is hard: You are Audiences need help
asking people to shift their and support: You need to
behavior. It cannot be teach people how to have
forced. an impact.
Organizations must be
patient and committed: Try. Fail. Learn: There are
You have to invest -- time, no right answers. Nobody
money, energy, and focus knows exactly how this
-- to be successful. stuff works.