Published on March 12, 2014
Learn to Speak the Inner Language of Your Clients (Webinar 2 of 4) Presented by: Gary Kaskowitz, Ph.D and Jim Socci – December 11, 2013 Character Branding
Meet Your Presenters Marketing Strategist, Author, Speaker Associate Professor of Management, Moravian College Jim Socci , President Artistic ToyGary Kaskowitz, MBA, Ph.D.
The Six Cornerstones Of All Successful Brands (Webinar 1 of 4) • Myths of About Branding • The Real Purpose of Brands • Case Study Examples
What You Will Learn in the Next 60 Minutes • What Motivate Clients • Understand their psychology • Make messages simple with metaphor • Turn client yearnings into character • Become Indispensable
Live Audience Poll 1. What are you most passionate about in your career? 2. What has your organization primarily been known for in the past? 3. What is your organization primarily known for now? 4. What do you want your organization to be known as in the future? 5. Is the sale of promotional products your family’s primary income?
But First; A Quick Review of Branding Strategy 1 Tac c 1 tac c 2 etc. Strategy 2 Tac c 1 Tac c 2 etc. etc. Tac c1 Tac c 2 etc. Sustainable Competitive Advantage (i.e., your “brand”) – What is unique about you that other’s cannot easily imitate? (Subsumes other solutions) What is your role? (Informed by your beliefs and strengths): What does your ideal audience member yearn for? Your Promise to Your Audience (Needs to provide solution to biggest fear/conflict): What are your Strengths and Beliefs? (What can you build on?): Your Brand Environment (All elements need to support brand promise): Logo, Facilities, Leadership, Administration, Staff, websites, slogans, etc. © 2012 – Gary Kaskowitz. All Rights Rserved. www.YearningPower.com. 484- 553- 1249 What is your audience’s biggest fear/conflict? How do you want to be seen by your audience? How will you implement your promise?
At the end of the day, it’s all about…. Copyright 2012. Gary Kaskowitz. All Rights Reserved. www.YearningPower.com Reduce Consumer Costs Increase Consumer Quality The Value Equation
So, where should you focus? Copyright 2012. Gary Kaskowitz. All Rights Reserved. www.YearningPower.com Increase Consumer Quality: Product Benefits don’t get caught in a resource war Service Benefits ditto!! Brand/Image Benefits really good, but “buzz” comes later Psychological Benefits now we’re talking!
Do you know what your audience really wants? Copyright 2012. Gary Kaskowitz. All Rights Reserved. www.YearningPower.com
How they really see themselves Copyright 2012. Gary Kaskowitz. All Rights Reserved. www.YearningPower.com
Four Primary Yearnings Copyright 2012. Gary Kaskowitz. All Rights Reserved. www.YearningPower.com Control of Environment for Stability Discovery Connections with others and likeability Change the world! Where do your stakeholders fit?
What Are You Selling? What Is Your Audience Buying? Copyright 2012. Gary Kaskowitz. All Rights Reserved. www.YearningPower.com Conscious Connection Sub-Conscious Connection
An Applied Example Caress by Shaw Floors: All the Softness You Love, Now in Your Carpet See 30 Second Video Visit Artistic Toy – YouTube Channel – Playlist
An Applied Example
An Applied Example
Action Steps for You! • Create your client’s attractive metaphor • Uncover the contradictions • What are the pain points? • Become the market maven
Special Offer! Get a Copy of 10 Steps to Branding Success Guide
Contact Us! Gary Kaskowitz: firstname.lastname@example.org 484-553-1249 Jim Socci: email@example.com 484-788-0888 x101
Slide 1 Learn to Speak the Inner Language of Your Clients (Webinar 2 of 4) Presented by: Gary Kaskowitz, Ph.D and Jim Socci â December 11, 2013 ...
Character Branding Series 2 of 4: Learn to Speak the Inner Language of Your Clients
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