December 1, 2014

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.


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, .


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

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

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