Guiding principles for brands today on staying current and avoiding brand paralysis. Presented by Angela Connor at the NCPRSA PR and Marketing Seminar on October 10, 2013. See NCCommsSem and #whosebrandisit? (AngelaConnor.com)

1. Whose Brand is it
Anyway?
Angela Connor, SVP; Group Director - Media
October 10, 2013
North Carolina PR & Marketing Seminar
#whosebrandisit?

2. © 2013 Capstrat, LLC. All Rights Reserved.
Angela Connor @communitygirl #whosebrandisit?

3. © 2013 Capstrat, LLC. All Rights Reserved.
“…Angela efficiently
manages through
change, nurtures
creativity and embraces
risk-taking.”
Angela Connor @communitygirl #whosebrandisit?

4. © 2013 Capstrat LLC. All Rights Reserved.
4
My Favorite Quote about Change
In times of profound
change, the learners
inherit the earth, while the
learned find themselves
beautifully equipped to
deal with a world that no
longer exists. -Eric Hoffer
Angela Connor @communitygirl #whosebrandisit?

5. © 2013 Capstrat LLC. All Rights Reserved.
5
What I’ll Share Today
Angela Connor @communitygirl #whosebrandisit?
AGENDA TOPIC TIME
Who owns your brand? 10 minutes
Adapting to consumer behavior 10 minutes
Guiding principles for brands today 15 minutes
A few examples 5 minutes
Discussion/Q &A 15 minutes

6. © 2013 Capstrat, LLC. All Rights Reserved.
Who Owns Your Brand?
Angela Connor @communitygirl #whosebrandisit?

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7
Your brand is what other
people say about you when
you’re not in the room. -
Jeff Bezos, founder of Amazon
-
Angela Connor @communitygirl #whosebrandisit?

8. © 2013 Capstrat LLC. All Rights Reserved.
8Angela Connor @communitygirl #whosebrandisit?
And they’re saying a lot…

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9Angela Connor @communitygirl #whosebrandisit?
Marble’s Kids Museum
Glaxo Smith Kline
April 10 – October 9, 2013

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10
92% of consumers around the world say
they trust earned media, such as
word-of-mouth and recommendations
from friends and family, above all other
forms of advertising.
Nielsen’s Global Trust in Advertising Survey
April 2012
Here’s why it matters
Angela Connor @communitygirl #whosebrandisit?

11. © 2013 Capstrat, LLC. All Rights Reserved.
Adapting to Consumer Behavior
Angela Connor @communitygirl #whosebrandisit?

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Cool, Unique Ideas
Link: http://www.buzzfeed.com/clockmode
Angela Connor @communitygirl #whosebrandisit?

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13
Media Usage – Omnichannel Consumers
Angela Connor @communitygirl #whosebrandisit

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Guiding Principles for Brands
Angela Connor @communitygirl #whosebrandisit

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15
Guiding Principles for Brands Today
Adjust your beliefs on how to use media for brand building.
Learn how to respond to criticism, publically.
Figure out new ways to get through.
Try things that scare you. Test and Learn.
Be collaborative. Consider partnerships with other brands.
Know how people talk about your brand
Keep a close eye on competitors, particularly in digital and
social
Angela Connor @communitygirl #whosebrandisit?

16. © 2013 Capstrat LLC. All Rights Reserved.
16
Guiding Principles for Brands Today
Adjust your beliefs on how to use media for brand building.
Angela Connor @communitygirl #whosebrandisit?

17. © 2013 Capstrat, LLC. All Rights Reserved.
Angela Connor @communitygirl #whosebrandisit?

18. © 2013 Capstrat LLC. All Rights Reserved.
18
Guiding Principles for Brands Today
Adjust your beliefs on how to use media for brand building.
Learn how to respond to criticism, publically.
Figure out new ways to get through.
Try things that scare you. Test and Learn.
Be collaborative. Consider partnerships with other brands.
Know how people talk about your brand
Keep a close eye on competitors, particularly in digital and
social
Angela Connor @communitygirl #whosebrandisit?

19. © 2013 Capstrat LLC. All Rights Reserved.
19
Guiding Principles for Brands Today
Angela Connor @communitygirl #whosebrandisit?

20. © 2013 Capstrat LLC. All Rights Reserved.
20
Guiding Principles for Brands Today
Adjust your beliefs on how to use media for brand building.
Learn how to respond to criticism, publically.
Figure out new ways to get through.
Try things that scare you. Test and Learn.
Be collaborative. Consider partnerships with other brands.
Know how people talk about your brand
Keep a close eye on competitors, particularly in digital and
social
Angela Connor @communitygirl #whosebrandisit?

21. © 2013 Capstrat LLC. All Rights Reserved.
21
#HR
#Tchat
#leadership
#FF
#HFchat
#dthr
#Diversity
#SHRM
#jobs
#CES
#job
#business
#leadfromwithin
#TNLive
#in
#healthcare
#HRTechChat
#HRtech
#management
#recruiting
#USGuys
#career
#NextChat
Find relevant hashtags
Angela Connor @communitygirl #whosebrandisit?

22. © 2013 Capstrat, LLC. All Rights Reserved.
Link: http://www.buzzfeed.com/clockmode
Angela Connor @communitygirl #whosebrandisit?

23. © 2013 Capstrat LLC. All Rights Reserved.
23
Guiding Principles for Brands Today
Adjust your beliefs on how to use media for brand building.
Learn how to respond to criticism, publically.
Figure out new ways to get through.
Try things that scare you. Test and Learn.
Be collaborative. Consider partnerships with other brands.
Know how people talk about your brand
Keep a close eye on competitors, particularly in digital and
social
Angela Connor @communitygirl #whosebrandisit?

24. © 2013 Capstrat LLC. All Rights Reserved.
24
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REACHED
Guiding Principles for Brands Today
Angela Connor @communitygirl #whosebrandisit?

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Guiding Principles for Brands Today
Angela Connor @communitygirl #whosebrandisit?

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26
Guiding Principles for Brands Today
Angela Connor @communitygirl #whosebrandisit?
Something I just learned last night, after 11:00 p.m.

27. © 2013 Capstrat LLC. All Rights Reserved.
27
Guiding Principles for Brands Today
Adjust your beliefs on how to use media for brand building.
Learn how to respond to criticism, publically.
Figure out new ways to get through.
Try things that scare you. Test and Learn.
Be collaborative. Consider partnerships with other brands.
Know how people talk about your brand
Keep a close eye on competitors, particularly in digital and
social
Angela Connor @communitygirl #whosebrandisit?

28. © 2013 Capstrat LLC. All Rights Reserved.
28
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sentiment.
Hootsuite: Hootsuite monitors users, keywords, and hashtags on Twitter,
Facebook, LinkedIn, Foursquare, MySpace, and WordPress.
Angela Connor @communitygirl #whosebrandisit?

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Thank you!
Angela Connor
SVP, Group Director
aconnor@capstrat.com
919-573-6307
AngelaConnor.com
LinkedIn.com/angelaconnor
Angela Connor @communitygirl #whosebrandisit?