Betterness - Presentation for Dave Ramsey executive team

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1. @markramseymedia betterness. 2. …the art of bettering prosperity so it arcs through the stratosphere of an authentically goodlife, bettering human potential so it……
  • 1. @markramseymedia betterness.
  • 2. …the art of bettering prosperity so it arcs through the stratosphere of an authentically goodlife, bettering human potential so it… transforms human possibility radically for the better.
  • 3. Q. What makes a brand great?
  • 4. It has an authenticsense of purpose
  • 5. it’s a definitive statementabout the difference you aretrying to make in the world
  • 6. it offers something that is hard to come byit reflects a commitment to a big ideait is intensely human
  • 7. It’s not enough to be great atsomething or to be an expert in yourfield. The world is buying your biggermission, in many cases, first.
  • 8. Brands have to be multidimensional, morehuman. Brands have stood for simple thingsin the past: A better mousetrap, the highest quality widget. These things are what they make. But these days people also want to know “why.”
  • 9. Nearly 85% of consumers worldwide expect companies to become actively involved in promoting individual and collective wellbeing; an increase of 15% from 2010 (Source: Havas Media, November 2011)
  • 10. Yet only 28% of people think thatcompanies are working hard to solve the big social and environmental challenges. (Source: Havas Media, November 2011)
  • 11. Most people would not care if 70% of brands ceased to exist (Source: Havas Media, November 2011)
  • 12. “The real question is: can your company do anything more than just ‘business’? What can you do toinspire, amaze, delight, surprise, elevate, enlighten, a nd better me, and the community around me?...
  • 13. …What can you do to evoke my fuller potential, and that of the people I care about?What can you do to authentically matter to me?”
  • 14. All brands are or should be in the lifeimprovement business
  • 15. get out of the radioand get into the world
  • 16. Are you helping consumers be Better People?
  • 17. “Brands are no longer just saying things toconsumers (such as, “Buy our product; it’s sensational!”); they’re doing things…
  • 18. …Things that genuinely make life easier for customers. Things that bring people together with others who share their interests….
  • 19. …Things that are just plain fun. Things thatare endearing and build love between the customer and the company.”
  • 20. “brands are made throughexperiences, not advertising”
  • 21. do not say…
  • 22. How?
  • 23. 1. Feature a face2. Solve a problem3. Enable a Transformation4. Make her the hero of her own story5. Dramatize the details
  • 24. Feature a Face
  • 25. Solve a Problem
  • 26. Enable Transformation
  • 27. Make Her the Hero
  • 28. Dramatize the Details
  • 29. Radio examples…
  • 30. Radio Examples• “When you win, someone in need wins, too”• Direct Marketing• Promoted Listening “Do X and WXXX will give $ or Benefit to Worthy Recipient”• Contests with No “Prizes” – Instead, Guarantee that you will be a Better Person• Rewards, not “Chances to Win”• Active, not Passive – You Participate in your own Betterness
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