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1130 Heidi Taylor Heidimarketing
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