“Branding and Message Development” will be presented by Sean Branagan at the April 8th UNYSLA meeting, "Toot Your Own Horn." Here is a preview:
Part 1: Branding is not about the logo or tagline
Many of us have been fooled: We have been taught to believe a brand is a logo or “mark” or cute tagline. These are assets of a brand. Using well-known successful brands as example, we will discuss the process of creating a brand key and how to use it to guide the development of brand assets: logos, colors, themes, taglines, campaigns, etc.
Part 2: The “Not-so FAQ”Methodology
With complex products, services and organizations, we developed the “No-so FAQ” process as a starting point for client message development. It is an iterative process, that goes wide and deep with a list of probing questions -- “not so frequently asked questions.” This Not-so FAQ is then used as the basis for ever-shorter narrative messages. The Not-so FAQ creates a basis for supported messaging, that’s clear, thoughtful, and meaningful to the market. It is a process the helps identify gaps and discrepancies that exist in how you think and talk about yourself.
Sean Branagan is a serial entrepreneur, technology marketer, consultant, educator and speaker on marketing, online and digital media and technology startups.
Sean is Director of the Center for Digital Media Entrepreneurship at the Newhouse School at Syracuse University. He is also CEO and eVangelist of Digital Vertical Marketing, a search and social media marketing firm serving companies in key vertical industries; founder and president of Communigration, Inc, a technology marketing firm working with companies worldwide; and General Partner of C3 Strategic, LLC, a management consulting and venture firm for early-stage tech companies.
Sean is a recognized expert in interactive marketing, primarily with technology and business-to-business companies. A graduate of the Newhouse School of Public Communications at Syracuse University, Sean’s experience with the Internet and World Wide Web began in 1993 at a national super computing center. Since then, he has engaged in online strategy and interactive marketing for all kinds of organizations, including Bulova Watches, ClearBlue Technologies, Cutco Cutlery, The DuPont Registry, Global Marine Systems, Ltd., Indium Corporation of America, Lighthouse International, NaviSite, New Era Cap Company, Rack Room Shoes, Syracuse University, Time-Warner/Road Runner, Welch-Allyn, Wilton-Armetale, UTC/Carrier and Zogby International.