Transcript Humana PowerPoint Template * 2011

Building A Learning Brand
Definition: The practice of creating a name,
symbol or design that identifies and
differentiates a product or a group of people
Simply put, your brand is your promise to your customer.
Your brand is derived from
who you are,
who you want to be and
who people perceive you to be.
.
Name
Logo
Tagline
Elevator Pitch
Product and
Service Descriptors
Campaigns and
slogans
Validation—Case studies,
Customers
Deborah DeNure |[email protected] | 501.301.1239 |October 25th 1:30-2:30 PM | Fiesta 6
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Get a great logo.
Evolve It
Develop Tagline
Deborah DeNure |[email protected] | 501.301.1239 |October 25th 1:30-2:30 PM | Fiesta 6
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PITCH IT
Brand Adjective Exercise
Poll
Which Brand & Tagline
represents your learning team?
 Nike – Just Do IT
 Apple – Think Different
There is no substitute
The Power to Surprise
Think Small
 BMW – The Ultimate Driving Machine
LOGO
Tagline
 Tesco – Every Little Helps
 Bounty – The Quick Picker Upper
 Audi: “Vorsprung durch technik”
(“Advancement Through Technology”)
Deborah DeNure |[email protected] | 501.301.1239 |October 25th 1:30-2:30 PM | Fiesta 6
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Elevator Pitch
(The Art and Science)
•
What it is …
–
Need: What does the customer need to solve
or prevent problems or achieve goals
A brief introduction to anything
–
A table of contents; not the whole
book
–
A non-technical explanation
–
A barometer of interest
–
The start of a conversation
–
138 words
–
.36 seconds
Benefit: What is does for them – a bridge b/t
a product feature and a need
Feature: What it is – an aspect,
characteristic, or physical component
FEATURE
Deborah DeNure |[email protected] | 501.301.1239 |October 25th 1:30-2:30 PM | Fiesta 6
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Advertising Learning Opportunities
Advertising positions a product or service
against that of competitors to convey a
brand message to consumers and to
enhance its value in the consumer's eyes.
Market/Campaign/Slogan
Layout - Z Strategy
Reader Centered
Emotional in nature and the objective is to
create an enduring brand image
Brand equity and identity typically develop
over the longer term
indirect and subtle methods to create a
brand image
Deborah DeNure |[email protected] | 501.301.1239 |October 25th 1:30-2:30 PM | Fiesta 6
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