Más contenido relacionado Similar a How to Tell Your Brand's Story (20) Más de Intelligent_ly (20) How to Tell Your Brand's Story5. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Agenda
6:00
- The Approach
6:15
- Hands-On
Workshop
6:45
- Group Exercise
2
6. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Agenda
6:00
- The Approach
6:15
- Hands-On
Workshop
6:45
- Group Exercise
7:00
- Class Exercise
2
7. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Agenda
6:00
- The Approach
6:15
- Hands-On
Workshop
6:45
- Group Exercise
7:00
- Class Exercise
7:30
- Fin.
2
8. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.©2012 @MIKETRAP. ALL RIGHTS RESERVED.
The Startup Journey
3
passionate
hypothesis
9. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.©2012 @MIKETRAP. ALL RIGHTS RESERVED.
shared
vision
The Startup Journey
3
SELLING THE DREAM
passionate
hypothesis
10. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.©2012 @MIKETRAP. ALL RIGHTS RESERVED.
proven
opportunity
shared
vision
The Startup Journey
3
SELLING THE DREAM
CONVICTION VS. FLEXIBILITY
passionate
hypothesis
11. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.©2012 @MIKETRAP. ALL RIGHTS RESERVED.
race
to scale
proven
opportunity
shared
vision
The Startup Journey
3
SELLING THE DREAM DISCONTINUOUS CHANGE
CONVICTION VS. FLEXIBILITY
passionate
hypothesis
12. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.©2012 @MIKETRAP. ALL RIGHTS RESERVED.
real
business
race
to scale
proven
opportunity
shared
vision
The Startup Journey
3
SELLING THE DREAM DISCONTINUOUS CHANGE
RIDING THE ROCKETCONVICTION VS. FLEXIBILITY
passionate
hypothesis
15. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Be Flexible Early
“mobile
marketing
management”
2002
“mobile
messaging
management”
2004
16. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Be Flexible Early
“mobile
marketing
management”
“mobile
media
management”
20062002
“mobile
messaging
management”
2004
17. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
BUT… you’re betting your livelihood on a value
proposition you believe is significant.
18. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
BUT… you’re betting your livelihood on a value
proposition you believe is significant.
So you should write it down.
20. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
elements of positioning
• target – actionable universe of buyers
21. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
elements of positioning
• target – actionable universe of buyers
• segment – key, predisposing attribute
22. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
elements of positioning
• target – actionable universe of buyers
• segment – key, predisposing attribute
• brand – a name you call yourself
23. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
elements of positioning
• target – actionable universe of buyers
• segment – key, predisposing attribute
• brand – a name you call yourself
• category – a competitive frame for the
buyer
24. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
elements of positioning
• target – actionable universe of buyers
• segment – key, predisposing attribute
• brand – a name you call yourself
• category – a competitive frame for the
buyer
• distinction – what makes you unique
25. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
elements of positioning
• target – actionable universe of buyers
• segment – key, predisposing attribute
• brand – a name you call yourself
• category – a competitive frame for the
buyer
• distinction – what makes you unique
• proof – perceived evidence of truth
26. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
declare your hypothesis
For target who are segment,
brand provides the category with
distinction because of proof.
28. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
made-up examples
• For drivers who value automotive performance,
BMW provides luxury vehicles that deliver joy
through German engineering.
29. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
made-up examples
• For drivers who value automotive performance,
BMW provides luxury vehicles that deliver joy
through German engineering.
• For people around the world, Coca-Cola is the
soft drink that is the real thing since 1886.
30. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
made-up examples
• For drivers who value automotive performance,
BMW provides luxury vehicles that deliver joy
through German engineering.
• For people around the world, Coca-Cola is the
soft drink that is the real thing since 1886.
• For industrial manufacturers who are challenged
to differentiate, BASF is the raw materials
supplier that makes products better through
engineering depth.
31. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Agenda
6:00
- The Approach
6:15
- Hands-On
Workshop
6:45
- Group Exercise
7:00
- Class Exercise
7:30
- Fin.
9
34. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
30 Minutes:
• target – actionable universe of buyers
• segment – key, predisposing attribute
35. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
30 Minutes:
• target – actionable universe of buyers
• segment – key, predisposing attribute
• brand – a name you call yourself
36. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
30 Minutes:
• target – actionable universe of buyers
• segment – key, predisposing attribute
• brand – a name you call yourself
• category – a competitive frame for the
buyer
37. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
30 Minutes:
• target – actionable universe of buyers
• segment – key, predisposing attribute
• brand – a name you call yourself
• category – a competitive frame for the
buyer
• distinction – what makes you unique
38. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
30 Minutes:
• target – actionable universe of buyers
• segment – key, predisposing attribute
• brand – a name you call yourself
• category – a competitive frame for the
buyer
• distinction – what makes you unique
• proof – perceived evidence of truth
39. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Agenda
6:00
- The Approach
6:15
- Hands-On
Workshop
6:45
- Group Exercise
7:00
- Class Exercise
7:30
- Fin.
11
44. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Agenda
6:00
- The Approach
6:15
- Hands-On
Workshop
6:45
- Group Exercise
7:00
- Class Exercise
7:30
- Fin.
13