Advocacy, Communication and external relations
This lecture will take place on June 23rd 2015 and is included in the “Advocacy, Communication and External Relations” DAS (IATA and Geneva University). More details about this program on website.
Description
Integrate Advocacy marketing in the Brand DNA.
To create a successful Advocacy Marketing Campaign, you need to be worth talking about. How can you develop a brand to make it go viral? The Brand Strategy System outlines the creation process of a brand in six steps: business strategy, which consists of analysis, exploration and strategy; as well as storytelling, which includes design, conversion and word of mouth. To learn more on Performance Strategy System, .
Agenda
1. Analysis
- Beyond Target Market
- Customer Journey
- Color Wheel
- Crossing the Chasm
2. Exploration
- Fascination triggers
- Technical exploration
3. Strategy
- Decision matrix
4. Design
- How to brief
5. Word of Mouth
- 4 steps social media plan
Recommended readings
Stratégie Océan Bleu
by W.Chan Kim, Renée Mauborgne
Pearson 2010
Hidden Persuasion
by Andrews, Van Leeuwen & Van Baaren
Bispublishers 2014
Trust Me I’m Lying
by Ryan Holiday
Portfolio/Penguin 2012
Duct Tape Marketing
by John Jantsch
Thomas Nelson, 2006
Fascinate
by Sally Hogshead
Harper Business 2010
Crossing the Chasm
by Geoffrey A. Moore
Collins Business Essentials, 1991
Designing Brand Identity
by Alina Wheeler
Wiley 2013