Presentation to be given to Bartlesville mkting club (02/14/08)

1. A brand is not a logo Drew McLellan

2. Housekeeping Link to all slides, resources etc. http://www.drewsmarketingminute.com/bartl.html Send your e-mail address: drew@mclellanmarketing.com Feel free to interrupt, ask questions or cheer aloud Feel free to share this with your co-workers. Just keep the copyright stuff in place. Copyright 2008. McLellan Marketing Group. All Rights Reserved

4. So what are we going to talk about today? Isn’t. Is. Who cares. How.

5. Nope, not this

6. Not this either.

10. Emotions and needs are where it all begins

11. It’s not what you say it is…

12. … it’s what they say it is.

13. That’s why it’s so scary.

14. Scary thought 2

15. Can’t have one emotion without its opposite

16. Nature abhors a vacuum.

17. We might as well try to steer it.

18. Steer…not twist

20. Too many choices

21. Too much the same

23. That’s why we didn’t buy generic

25. Once you lose it, you have to work twice as hard to re-earn it.

27. We can’t get them to listen. We can’t get their attention. We can’t get them to care.

30. Logo Colors Visuals Tagline Promise Shared vision Shared purpose Efficient Effective Employee retention and commitment Member involvement

31. Where are they tying their rope?

32. Logo Colors Visuals Tagline Promise Shared vision Shared purpose Efficient Effective Employee retention and commitment Member involvement

33. Great…now HOW do we do it?

34. Be different.

36. What’s your passion?

37. Hierarchy of Needs What’s your core purpose. Never going to change or be compromised.

38. What’s the vision?

39. Who loves you?

40. Who is the enemy?

41. How do you explain yourself? Then, spin it.

42. Nike helps you find your inner athlete. Just do it. Vegas is where people go to do things they wouldn’t do at home. What happens in Vegas, stays in Vegas. Every child in Iowa has a right to a quality public education. Great education. It’s an Iowa Basic.

43. 3 key messages. No more.

44. Who matters? How do they engage with you? What are the touch points?

45. Psst, tell me.

46. Patience. Patience.

47. Sooner or later the rubber is going to meet the road.

48. Listen. More.

49. "A brand is a living entity - and it is enriched or undermined cumulatively over time, the product of a thousand small gestures" Michael Eisner, CEO Disney

51. Copyright 2008. McLellan Marketing Group. All Rights Reserved