1. familian&1
insights + interfaces
f o r d i g i t a l m e d i a
a brief overview of
Marketing Strategy, Tools + Tactics
a presentation for IDESLI // February 2, 2015
2. What we’ll discuss today
2
‣A bit about me
‣The Marketing Landscape
‣Branding + Brand “Stretch”
‣Customer Relationships
‣Engagement Tools + Techniques
‣Your business + brand
3. A bit about me
I’m a man of many hats
3
product + engineering manager experience designercorporate strategist
21. What are your brand attributes?
21
Business Basics Internal Attributes External Attributes Sustainability Story
Core product(s)/service(s)
Mission: What does the brand
seek to achieve today?
Persona: What is the brand’s
character, tone, and style of
expression?
How does the brand’s
commitment to sustainability
drive its attributes?
Key features
Vision: What does the brand
seek to achieve tomorrow?
Story: Within what context,
heritage, or legacy is the
brand communicated?
What messaging strategy does
the brand use to define its
orientation around
sustainability?
Key benefits
Values: What principles +
beliefs drive the brand’s
mission + vision?
Tagline: How is the brand
succinctly described to
external stakeholders?
What metrics does the brand
cite in its messaging around
sustainability?
Mantra: How is the brand
described to internal
stakeholders?
Identity: What are the brand’s
logo, colors, fonts, and other
design elements?
22. familian&1
insights + interfaces
f o r d i g i t a l m e d i a
Thank you!
Let’s discuss your questions
seth@familian1.com // http://www.slideshare.net/sfamilian