Think different, do different, do differently

1. www.heidi-taylor.com
Think different, do different,
do differently
HeidiTaylor
B2B MARKETING FOR THE SOCIAL ERA
www.heidi-taylor.com
B2B InProf
25 February 2016
@TaylorMadeInKew

2. Think different
https://www.youtube.com/watch?v=nmwXdGm89Tk
www.heidi-taylor.com 2heidi@heidi-taylor.com @TaylorMadeInKew

3. 3 lessons in thinking different
www.heidi-taylor.com 3heidi@heidi-taylor.com
Brand
Strategy
Customers
@TaylorMadeInKew

4. Lesson 1: Brand
www.heidi-taylor.com 4heidi@heidi-taylor.com
Brand
Strategy
Customers
@TaylorMadeInKew

5. Lesson 2: Strategy
www.heidi-taylor.com 5heidi@heidi-taylor.com
Brand
Strategy
Customers
@TaylorMadeInKew

6. Lesson 3: Customers
www.heidi-taylor.com 6heidi@heidi-taylor.com
Brand
Strategy
Customers
@TaylorMadeInKew

7. www.heidi-taylor.com 7heidi@heidi-taylor.com
Shift happens (have we?)
Pre-digital
Us
Messages
Audience
Media channels
Awareness
Single brand voice
Post-digital
Our customers
Conversations
Collaborators
Engagement channels
Impact
Multiple brand voices
@TaylorMadeInKew

8. www.heidi-taylor.com 8heidi@heidi-taylor.com
Who am I?
The brand conundrum in professional services
@TaylorMadeInKew

9. www.heidi-taylor.com 9heidi@heidi-taylor.com
What is my purpose?
The importance of creating meaning
@TaylorMadeInKew

10. www.heidi-taylor.com 10heidi@heidi-taylor.com
Brand purpose
More than a strapline
@TaylorMadeInKew

11. www.heidi-taylor.com 11heidi@heidi-taylor.com
Integrating Purpose
Across services lines & industries
@TaylorMadeInKew

12. www.heidi-taylor.com 12heidi@heidi-taylor.com
Strategy first – don’t just DO, THINK
@TaylorMadeInKew

13. www.heidi-taylor.com 13heidi@heidi-taylor.com
Kipling on Strategy & Plans
I keep six honest serving-men
(They taught me all I knew);
Their names are What and Why
and When
And How and Where and Who.
@TaylorMadeInKew

14. www.heidi-taylor.com 14heidi@heidi-taylor.com
What can we learn from Unilever?
Craft brands for life
Put people first
Build brand love
Unlock the magic
Zero-based budgeting
@TaylorMadeInKew

15. www.heidi-taylor.com 15heidi@heidi-taylor.com
It’s not about us, it’s about our customers!
@TaylorMadeInKew

16. www.heidi-taylor.com 16heidi@heidi-taylor.com
We must become social businesses
@TaylorMadeInKew

17. www.heidi-taylor.com 17heidi@heidi-taylor.com
Think Big
Tactics are for the moment;
ideas are forever
@TaylorMadeInKew

18. www.heidi-taylor.com 18heidi@heidi-taylor.com
Think different, do different, do differently
“We must
constantly look
at things in a
different way.
Just when you
think you know
something, you
must look at it
in a different
way.”
@TaylorMadeInKew

19. www.heidi-taylor.com 19
MANAGING DIRECTOR
heidi@heidi-taylor.com
Thank you!
www.heidi-taylor.com
@TaylorMadeInKew
heidi@heidi-taylor.com
@TaylorMadeInKew