Marketing Innovation with a Brand Twist - Julie Cottineau

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Julie Cottineau, Founder & CEO of BrandTwist and Brand School Online, talks about how great brands are like well-told stories and create an engrossing experience for their customers. Sharing her experience managing branding for large global companies, she discusses how you can create a strong brand for your business.

Marketing

julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin

julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin 6

julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin
9

$24 Billion global revenue
“ Whenever I see people getting
a bad deal, I want to step in and
do something about it. I look for
opportunities where we can
offer something better, fresher
and more valuable. ”
“Screw it, let’s do it”
11

julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin 12

julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin 13

HOW DID AIR TRAVEL
BECOME SO BLOODY
AWFUL?
First, they took away the meals.
Then, the pretzels. And then, the
peanuts. All seven of them. Then,
suddenly, those paper pillows got
smaller. Along with those “comfort-resistant”
blankets. Then, poof, they
were gone……That’s not how flying
used to be. Flying used to be
special. Not long ago people used
to get gussied up…..Flying should
make you feel like you are a virgin
again. (Flying-wise of course.) It
should feel new. And on Virgin
Atlantic Airways it always will.”
julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin 16

VIRGIN MOBILE ACADEMY
julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin

CURATION BRANDS
julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin

HYPER LOCAL BRANDS
julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin

Is your branding too
INSULAR,
should you look at the larger
BRANDSCAPE
for inspiration and innovation?
29

INSPIRATIONAL BRANDS
julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin

THANK YOU!
Julie@BrandTwist.com
twitter: @jcottin
www.BrandTwist.com
www.BrandSchoolOnline.com
https://Facebook/BrandTwist

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Marketing Innovation with a Brand Twist - Julie Cottineau

1. MARKETING INNOVATION WITH A BRAND TWIST Julie Cottineau CEO and Founder, BrandTwist Marketo Marketing Nation Roadshow INNOVATION IN THE NATION October 21, 2014 Copyright 2014 BrandTwist LLC @JCOTTIN

2. a great Brand is a STORY well-told

3. julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin

4. julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin

5. julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin

6. julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin 6

7. julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin

8. julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin

9. julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin 9

10. creating 360 DEGREE brand experiences WITH A TWIST

11. $24 Billion global revenue “ Whenever I see people getting a bad deal, I want to step in and do something about it. I look for opportunities where we can offer something better, fresher and more valuable. ” “Screw it, let’s do it” 11

12. julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin 12

13. julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin 13

14. 14

15. julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin

16. HOW DID AIR TRAVEL BECOME SO BLOODY AWFUL? First, they took away the meals. Then, the pretzels. And then, the peanuts. All seven of them. Then, suddenly, those paper pillows got smaller. Along with those “comfort-resistant” blankets. Then, poof, they were gone……That’s not how flying used to be. Flying used to be special. Not long ago people used to get gussied up…..Flying should make you feel like you are a virgin again. (Flying-wise of course.) It should feel new. And on Virgin Atlantic Airways it always will.” julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin 16

17. julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin

18. julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin

19. julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin

20. julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin

21. ? julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin

22. ? julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin

23. julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin

24. Step 2: Get Inspired

25. VIRGIN MOBILE ACADEMY julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin

26. twisting with EMERGING BRANDS

27. CURATION BRANDS julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin

28. HYPER LOCAL BRANDS julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin

29. Is your branding too INSULAR, should you look at the larger BRANDSCAPE for inspiration and innovation? 29

30. YOUR TURN TO TWIST INSPIRATIONAL BRAND YOUR BRAND julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin

31. INSPIRATIONAL BRANDS julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin

32. KEY STEPS IN INNOVATION Step 1: Choose a “tired” brand experience Step 2: Select an Inspirational brand Step 3: Discuss what makes that brand strong Step 4: Twist for fresh ideas/ flesh out 1 idea julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin

33. 33

34. BRAND SCHOOL FACULTY 34 Julie Cottineau Creator and Dean of Brand School CEO and Founder BrandTwist Stacey Harris Social Media Strategist The Stacey Harris Jean Carucci Strategic Business Planning Carucci Consultants Alison Sheehy Photography and Photo Editing Alison Sheehy Photography Laura Winston Intellectual Property Law Kim Winston LLP Rachel Kirschner Graphic and Web Designer Let’s Talk Brand

35. FREE BRAND HEALTH CHECK $500 value 10 spots available Fill out the form before you leave julie@brandtwist.com | www.BrandTwist.com | www.BrandSchoolonline.com | @jcottin

36. TWITTER @JCOTTIN

37. THANK YOU! Julie@BrandTwist.com twitter: @jcottin www.BrandTwist.com www.BrandSchoolOnline.com https://Facebook/BrandTwist

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