Deven Nongbri, VP at Edelman: Today’s marketing environment is increasingly crowded, noisy and commoditized in the oil and gas space. Marketing professionals in the industry will need to tighten up their branding efforts to win preference, purchase and premium pricing to stay competitive. A recent study by the Executive Board found that customers with strong brand connections have higher rates of consideration, purchase and willingness to pay a premium than customers with low brand connection.
How does an organization achieve brand connections? As you’ll hear from our talented panelists, branding is not simply something you can check off the list – it’s a living, breathing part of your organization and should be invested in wisely to make those strong connections.
Quick show of hands here: how many of you have brand management as part of your title? How about as part of your work duties? Do we have any brand police here?
We’ve gathered a wonderful panel this morning – Rana Daley of Chevron will cover off on a general overview of branding and how it should work to build the business; Grant Chambers of Workhorse Digital will share some tips, tricks and strategies on how small and medium sized companies can build and grow their brands without multi-million dollar budgets; Hilary Cooper of Croft Production will explain the the importance of the internal audience and how to approach this key group and Alexander Haldemann of MetaDesign will explore the future of branding and where organizations can go next in how they connect with their vast numbers of audiences.
Top 5 Breakthrough AI Innovations Elevating Content Creation and Personalizat...
Energy #Digital Summit - #Branding in #Oil and #Gas Industry
1. The Many Faces of Branding
@EDS_Houston
Moderated by Deven Nongbri,
VP, Edelman
Houston
@dnongbri
#EDSHouston
@EDS_Houston
2. A Primer on Branding
Rana Daly, Chevron
@ranadaly
*Branding iron image courtesy of Creative Commons
Questions for panel to @dnongbri with #EDSHouston in Tweet
3. Five things a brand is not…
1. A brand is not a name.
2. A brand is not a logo.
3. A brand is not an identity.
4. A brand is a not a product or service.
5. A brand is not a company’s reputation.
@ranadaly
Questions for panel to @dnongbri with #EDSHouston in Tweet
4. What is a brand?
• A brand is your strategy.
• A brand is your voice.
• A brand is the whole array of your
communication tools.
• A brand is a person’s gut feeling about a
product, service or organization.
@ranadaly
Questions for panel to @dnongbri with #EDSHouston in Tweet
5. Branding on a Budget
Grant Chambers, Workhorse Digital
@GTChambers
*Copper coins image courtesy of Creative Commons
Questions for panel to @dnongbri with #EDSHouston in Tweet
6. Branding on a Budget
1. Define Your Brand
2. Integrate Your Brand with
Consistency & Frequency
3. Deliver on Your Brand Promise
@GTChambers
Questions for panel to @dnongbri with #EDSHouston in Tweet
7. Branding on a Budget
1. Define Your Brand
It’s about them, not you. Create your position
statement and value propositions based on how you
are already helping a satisfied customer.
To Do’s
- Create a Winning Position Statement
- Define Top 3 Benefits / Features of Product or Service
@GTChambers
Questions for panel to @dnongbri with #EDSHouston in Tweet
8. Branding on a Budget
2. Integrate Your Brand with Consistency
& Frequency
Extend your brand to every aspect of your business—from
digital through print, how you answer the phones or what your
salespeople wear—everything.
To Do’s
- Create a solid logo and place it everywhere
- Let your simple position statement introduce the company
- Be consistent across all people and channels
@GTChambers
Questions for panel to @dnongbri with #EDSHouston in Tweet
9. Branding on a Budget
3. Deliver on Your Brand
Promise
Customers won’t return or refer you to someone
else if you do not deliver on your brand promise.
To Do’s
- If you are not delivering on your brand promise,
fix this first
@GTChambers
Questions for panel to @dnongbri with #EDSHouston in Tweet
10. Involve Your Critical Audience:
Internal Branding
Hilary Cooper
Croft Production Systems
@CroftSystemsTX
Questions for panel to @dnongbri with #EDSHouston in Tweet
11. Internal Branding
The role that the employees play
within the branding infrastructure,
the way that they personify the
brand, and the manner in which
their perceptions lead them to
execute their jobs.
“It’s what’s inside
that counts.”
“Placing employees
ahead of customers”
@CroftSystemsTX
Questions for panel to @dnongbri with #EDSHouston in Tweet
12. Impact: Good or Bad
Social
Media
Blogs
Brand
Perception
Customer
Relations
Conduct
Uniform
Culture
Work Ethic
Team Work
Opinion
Review
Input
Personal
GrowthBrand
Image
Content
SOP’s
Growth
Vision/Pur
pose
DependableInteractionReputation
@CroftSystemsTX
Questions for panel to @dnongbri with #EDSHouston in Tweet
13. Employee SatisfactionEducate
• Efficient
Training
• Core Values
• Company
Vision/Purpose
• Clear
Expectations
Engage
• Internal
Communication
Channels
• Quarterly
Meetings
• Internal Forum
• Team Building
• Social Media
Empower
• Motivation
• Employee
Decision
Making
• Spark
Innovation
• Recognition
LEARN IT LIVE IT LOVE IT
@CroftSystemsTX
Questions for panel to @dnongbri with #EDSHouston in Tweet
14. Benefits/Results
Higher Employee Satisfaction
Employee Retention
Customer-Oriented Workforce
Enhanced External Business
Relationships
Clear Internal Communication
Empowered Employees
Improved Brand Reputation
Higher Profits
“Customers will never
love a company until the
employees love it first.”
-Simon Sinek
@CroftSystemsTX
Benefits
Questions for panel to @dnongbri with #EDSHouston in Tweet
15. The Future of Branding
Alexander Haldemann, MetaDesign
@haldemann
*Banksy image courtesy of Stencil Revolution
Questions for panel to @dnongbri with #EDSHouston in Tweet
16. 16
“What you call love was
invented by guys like me. To
sell nylons.”
Don Draper
@haldemann
Questions for panel to @dnongbri with #EDSHouston in Tweet
17. 17
“IN 2015 IT WOULD TAKE
5 YEARS TO VIEW ALL
VIDEO CROSSING IP
NETWORKS EACH
SECOND.“
@haldemann
Questions for panel to @dnongbri with #EDSHouston in Tweet
20. 20
“IT’S BECAUSE OF THIS
FUNDAMENTAL SHIFT
TOWARDS USER GENERATED
INFORMATION THAT PEOPLE
WILL LISTEN MORE TO OTHER
PEOPLE THAN TO
TRADITIONAL SOURCES.”
@haldemann
Questions for panel to @dnongbri with #EDSHouston in Tweet
26. Thank You!
@EDS_Houston
Hilary Cooper, Biz Dev, Croft
Production, Houston
Grant Chambers, CEO,
Workhorse Digital, Austin
Rana Daly, Communications
Analyst, Chevron, Houston
Alexander Haldemann, CEO,
MetaDesign, San Francisco
Deven Nongbri, VP, Edelman,
Houston
Questions for panel to @dnongbri with #EDSHouston in Tweet
Editor's Notes
Today’s marketing environment is increasingly crowded, noisy and commoditized in the oil and gas space. Marketing professionals in the industry will need to tighten up their branding efforts to win preference, purchase and premium pricing to stay competitive. A recent study by the Executive Board found that customers with strong brand connections have higher rates of consideration, purchase and willingness to pay a premium than customers with low brand connection.
How does an organization achieve brand connections? As you’ll hear from our talented panelists, branding is not simply something you can check off the list – it’s a living, breathing part of your organization and should be invested in wisely to make those strong connections
Quick show of hands here: how many of you have brand management as part of your title? How about as part of your work duties? Do we have any brand police here?
We’ve gathered a wonderful panel this morning – Rana Daley of Chevron will cover off on a general overview of branding and how it should work to build the business;
Grant Chambers of Workhorse Digital will share some tips, tricks and strategies on how small and medium sized companies can build and grow their brands without multi-million dollar budgets;
Hilary Cooper of Croft Production will explain the the importance of the internal audience and how to approach this key group and
Alexander Haldemann of MetaDesign will explore the future of branding and where organizations can go next in how they connect with their vast numbers of audiences
Please Tweet, ‘Gram and Post away during the discussion – hashtag EDSHouston and handle is at EDS Underscore Houston
My handle is at Dee Nombree (dnongbri) and I’ll be taking questions after everyone has spoken – or during the talk - just tweet them at me with the EDSHouston hashtag
Rana, ready to talk branding?
Jan-Gert Hagemeyer. Er bekam in den zehn 10 Jahren von 1974 bis 1984
Der Schwarm meiner Großmutter war der "Persil-Mann" - jedesmal, wenn er auf dem Bildschirm erschien, seriös wie ein Tagesschau-Sprecher, war sie hin und weg... "Ein feiner Mann", meinte sie immer, und das war ein großes Kompliment. Tatsächlich, der Persil-Mann wirkte absolut glaubwürdig - was die Marke Persil damals auch brauchte, denn der Marktanteil war spürbar zurückgegangen - die Hausfrauen griffen lieber zu billigeren Waschmitteln... Dass dies natürlich ein grober Fehler war, machte denen nun der Persil-Mann klar...Der Persil-Mann hieß eigentlich Jan-Gert Hagemeyer. Er bekam in den zehn 10 Jahren von 1974 bis 1984 zahlreiche Heiratsanträge und sehr viel Fanpost von Frauen jeden Alters...1995 feierte er ein kurzes Comeback mit "Persil Parfümfrei", konnte aber an seinen Erfolg von früher nicht mehr anknüpfen. Heute arbeitet er als freier Journalist und hat u. a. Khomeni und Helmut Kohl interviewt. http://www.tv-nostalgie.de/Sound/Persil.htm
Eric Schmidt, ex Google CEO, 2011
Dem User generierten Inhalt wird mehr und mehr Bedeutung zugemessen. Die Aufmerksamkeitsspanne ist limitiert.
Was bedeutet das für die Betrachtung von Aufwand und Ertrag für den Einsatz von Social Media?
- MzM war nie unwichtig
aber Marken wurden in der Vergangenheit weitgehend über Massenmediale Werbung aufgebaut (Botschaften konnten in den Markt gedrückt werden)
in Zukunft spielt MzM im Marketing-Orchester die erste Geige
Gerhard Maletzke, Psychologie der Massenkommunikation. 1963
"Unter Massenkommunikation verstehen wir jene Form der Kommunikation, bei der Aussagen öffentlich (also ohne begrenzte und personell definierte Empfängerschaft) durch technische Verbreitungsmittel (Medien) indirekt (also bei räumlicher oder zeitlicher oder raumzeitlicher Distanz zwischen den Kommunikationspartnern) und einseitig (also ohne Rollenwechsel zw. Aussagenden und Aufnehmenden) an ein disperses Publikum vermittelt werden."
----
Word of mouth never stopped being important, but when mass media became popular last century, brands could rely on advertising to broadcast their message at the world and word of mouth didn't seem as important to some marketers anymore
New Technologies have given people the power to tune out messaging and marketing .. And tune into relevance and dialogue. The Web no longer belongs to marketers. People are again turning to each other. Because they can.
User generated content, businesses are increasingly losing the power to dictate the communications agenda.
- Neue Angebote wie Yelp, verstärken Bedeutung von MzM
Konsumplattform aus SF, hohe Bedeutung in USA und darüber hinaus (30 Mio Besucher/Monat)
Branchenverzeichnis mit 2 zusätzlichen Funktionen
Lokalisierung
Bewertung durch Kunden
Sushi am Union Square
Unternehmen kämpfen um Bewertung der Kunden
--
Wikipedia
A Project out of the SF incubator MRL Ventures
Launched in Octoer 2004
Social networking, user review and local search website. Yelp.com has more than 31 million monthly unique visitors as of early 2010.
Yelp provides online local search capabilities for its visitors. A typical search includes what the user is seeking (e.g. a barber shop) and the location from which the search is to be performed, entered as a specific address, neighborhood, city/state combination, or zip code. Each business listing result contains a 5-point rating, reviews from other site visitors, and details such as the business address, hours, accessibility, and parking. Site visitors can aid in keeping the business listings up to date, with moderator approval, and business owners can directly update their own business' listing information
Eric Schmidt, ex Google CEO, 2011
Dem User generierten Inhalt wird mehr und mehr Bedeutung zugemessen. Die Aufmerksamkeitsspanne ist limitiert.
Was bedeutet das für die Betrachtung von Aufwand und Ertrag für den Einsatz von Social Media?
Zusammengefasst: wo führt uns der Paradigmawechsel hin?
VERGANGENHEIT: spezifische Produktvorteile mittels Werbung in den Markt
HEUTE: Unternehmen als GANZES
Konsumenten vertrauen Konsumenten mehr als Marken und Medien
Vertrauen durch Erfahrung gewinnen
For years the brands have chased consumers and tried everything and anything to engage us.
In the old days every trick of the trade was used to capture eyeballs and attention to get us to provide user information, email addressed and to create an emotional response.In the end we did in fact engage but only to be disappointed by the experience and sales hype that followed. Over promised and under delivered we took to blocking telemarketing calls, banner ads and spam email. Then we began to engage with each other.
Zusammengefasst: wo führt uns der Paradigmawechsel hin?
VERGANGENHEIT: spezifische Produktvorteile mittels Werbung in den Markt
HEUTE: Unternehmen als GANZES
Konsumenten vertrauen Konsumenten mehr als Marken und Medien
Vertrauen durch Erfahrung gewinnen
For years the brands have chased consumers and tried everything and anything to engage us.
In the old days every trick of the trade was used to capture eyeballs and attention to get us to provide user information, email addressed and to create an emotional response.In the end we did in fact engage but only to be disappointed by the experience and sales hype that followed. Over promised and under delivered we took to blocking telemarketing calls, banner ads and spam email. Then we began to engage with each other.
1. Schritt: Einzigartige Idee
Marken brauchen eine authentische und spürbare Grundhaltung
WERTE mit denen sich die Konsumenten und auch die Mitarbeiter identifizieren
Konsumenten haben keinen uneingeschränkten Erlebnishunger mehr wie in den 90er; auf der Suche nach Inhalten
Sie suchen Marken, welche die Identität glaubwürdig in Verhalten und Kommunikation umsetzen
2. Schritt: In der Kultur verankern
Marke nach Innen ist in der Wissenschaft angekommen
Behavioral Branding als grosses Thema – in der Praxis oft anders
Marke ein starkes Instrument um eine interne Kultur aufzubauen/zu entwickeln
Ideales Unternehmen... F&E, Produktion, Vertreib, HR, Finace
Alpiq
3. Schritt: Dialog mit Konsumenten
Entscheidend ist das menschliche Gesicht des Unternehmens und die echte Bereitschaft zur Interaktion
Werbekampagnen auf FB zu stellen genügt wohl kaum