Brand Yourself! Def

Brand Yourself!

Publicity

without ads

8 May 2010 –

Bob VermeirSpring meeting of the Royal Belgian Society for Plastic Surgery

8 mei 2010 - Royal Belgian Society for Plastic Surgery [email protected] Brand yourself! - 2

Can

Lucky Luke, René

Magritte

and Adolphe

Sax save Belgium?

1.400.000 euro


Bob Vermeir

2010Editor

& journalist VRT newsroomCommunicationcoach

& interviewtrainer

2007-2010Coordinator

crossmedia projects

& institutional

co-operation

VRTProjectmanager Eén+ & Canvas+ (digital subchannels)

2006-2007Projectmanager assigned

to the general

manager VRT-Television

2001-2006Program manager

Canvas (TV)

1991-2001Editor

& journalist VRT newsroom

radio & televisionFreelance journalist newpapers

& magazines

Brands

more than

just

a name and a logo


A BRAND

“A brand is a name, term, sign, symbol

or

design, or

a combination

of them

which

is intended

to identify

the goods

or

services of one

seller

of group

of sellers

and to differentiate them

from

those

of competitors”

Philip Kotlermarketing guruKellogg School of Management Chicago


A BRAND

“A brand is a name, term, sign, symbol

or

design, or

a combination

of them

which

is intended

to identify

the goods

or

services

of one

seller

of group

of sellers

and to differentiate them

from

those

of competitors”

Philip Kotlermarketing guruKellogg School of Management Chicago


A Brand

namelogo & font

visualsbaselinecouloursproduct

place & pricepromotion

events...

tasteperception

emotionfeelinglooks

(be)longinganxietyvalues

...

Differentation


A Brand

Identity

Reputation

Image

€PRODUCTSERVICE

COMPANYPERSON


Brand yourself!

What’s a brand?

How do I make myself a brand?

Media, how do they work?

Brand energizers

The importance to fit


What

is A Brand ?

Identity

Reputation

Image

Who you are?name, age, address,

gender, maritial status, ...

Who you say you are?

clothes, hair, make up, car, shoes,

holidays, home, ...

What others say you are? reliable, trustworthy, qualities,

kind, soft/hard, open, approachable,...

€ ?


Identity


What

is A Brand ?

Identity

Reputation

Image


Britney


The wives

Gordon Brown David Cameron Nick Glegg


The kids


The kids


Reception


What

is A Brand ?

Identity

Reputation

Image


Reputation

De Standaard, 7 mei 2010


Tara Reid


Tara Reid


What

is A Brand ?

Identity

Reputation

Image


Brand yourself!

What’s a brand?



Brand energizers



HOW DO I MAKE MYSELF a brand ? Case 1


Justine Henin


Justine Henin

=> Justine for

kids


HOW DO I MAKE MYSELF a brand ? Case 2

Specialist criminal law

pleader in 23 assizes

⇒14x defendant⇒of which 7x acquittal


Books, Programs, blogs





Focus on content : justice, justice&societyNever private



http://www1.euro.dell.com/content/products/compare.aspx/nb_essentials?c=be&cs=bedhs1&l=nl&s=dhs

http://www.apple.com/benl/ipod/specs.html



http://www.tvoost.be/nl/

http://images.google.be/imgres?imgurl=http://www.startshot.be/tvgids/logo/Kanaal%2520Z.gif&imgrefurl=http://www.startshot.be/tvgids/zender-Kanaal%2520Z-vandaag.html&h=120&w=120&sz=4&hl=nl&start=1&usg=__-gi31YQjjETqR9Ff1-1nS9tLejE=&tbnid=EZVdHmC2v3ySQM:&tbnh=88&tbnw=88&prev=/images%3Fq%3Dkanaal%2BZ%26gbv%3D2%26hl%3Dnl

http://images.google.be/imgres?imgurl=http://www.orr.be/UserFiles/Image/newsletter/december2007/20jaarAVS.gif&imgrefurl=http://www.orr.be/contact_avs.html&h=324&w=553&sz=12&hl=nl&start=9&usg=__5qB46psuG95m8eoaWf0ye4va3y4=&tbnid=-mZb2EZy26A9bM:&tbnh=78&tbnw=133&prev=/images%3Fq%3DAVS%26gbv%3D2%26hl%3Dnl

http://images.google.be/imgres?imgurl=http://www.integan.be/export/pics/InteganPictureGallery/EXQI-logo-def.jpeg&imgrefurl=http://www.integan.be/nieuws.html%3Fnieuws%3Dce8374f9-c775-3e55-87a4-835eba89a43a&h=155&w=400&sz=7&hl=nl&start=1&um=1&usg=__9pytkbS17U6UHocGyrXi2VVnbIA=&tbnid=d3g8dpjMIePzIM:&tbnh=48&tbnw=124&prev=/images%3Fq%3Dexqi%26um%3D1%26hl%3Dnl%26rlz%3D1T4GZEZ_nlBE275%26sa%3DX


Tips & Tricks

1. focus ! 2. keep your privacy3. target and target group4. build relationships5. engage yourself, learn, explore, …6. participate 7. communicate8. be creative (or hire someone who is)


LinkedIn

& Facebook


Blog

http://ilsemarien.com/


Blog

www.fonsleroy.blogspot.com/


Twitter


Brand yourself!

What’s a brand?



Brand energizers



Media, how

do they

work?


question?

What are “andersglobalisten” ?

Paul D’Hoore


Beneficial

effects

of cyanide


Dierickx

vs

Moerman Case

DierickxDierickx


WHat

is news? What is interesting?

Current affairs

What at least 1 person

doesn’t like to read in the newspaper New

Importance

Aberrant

Interesting

Authority

What you have to know to

function in a democracy


AUdience

Auntie Maggie

George, Maggie, Vanessa and Peter

KISS


“Everything you say can and will be used against you in a court of law."


Do’s and don’ts

1. trust, reliance, confidence, credit, dependence, ...2. 24/7 : the city never sleeps3. never “no comment”4. never lie, cheat, deceive, trick, mislead, ... 5. open, but not too open6. 5 x W and 1 x H7. focus : keep your target in mind8. tell them stories : once upon a time9. KISS10.Clear : don’t talk too fast/too much11.Use “spoken language”12.Use quotes

Mercedes A

bevruchting

Berlusconi

Quotes


Not

too

open


Never

lie


Never

lie

Anderlecht


Brand yourself!

What’s a brand?



Brand energizers



Brand energizer


Brand energizer

“From time to time we put one under the ground again, so Haïti remains in the news”


Brand energizer


Brand energizer


Brand energizer

Make your own news


Brand yourself!

What’s a brand?



Brand energizers



The importance

to fit


Conclusion

1. 24/72. Comment3. To lie4. Open5. About W’s and H’s6. Target7. Stories8. KISS9. Clear10.Language11.Quotes


Q&A

[email protected]://be.linkedin.com/in/bobvermeir

Brand Yourself!

Publicity

without ads

8 May 2010 –

Bob VermeirSpring meeting of the Royal Belgian Society for Plastic Surgery

Documents

Brand Yourself! Def