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The Sweet Smell of Success  Communicating Your Brand Across All 5 Senses

The Sweet Smell of Success  Communicating Your Brand Across All 5 Senses. J. William G. Chettle Managing Director, Marketing and Communications Loring Ward. Why Does Branding Matter?. Chardonnay Oak Smoked Fleur De Sel . Generic . Morton’s . 50 cents. 79 cents. $17.99. What is a Brand?.

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The Sweet Smell of Success  Communicating Your Brand Across All 5 Senses

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  1. The Sweet Smell of Success  Communicating Your Brand Across All 5 Senses J. William G. Chettle Managing Director, Marketing and Communications Loring Ward

  2. Why Does Branding Matter? Chardonnay Oak Smoked Fleur De Sel Generic Morton’s 50 cents 79 cents $17.99

  3. What is a Brand? Public Relations Corporate Identity Employee Communications Brand Architecture Advertising Sponsorships Collateral Events Merchandising Brand In Person Newsletters Volunteer Efforts Direct Mail Client Mailings Facilities Emerging Markets Relevance Online Support Every Expression Defines Your Brand

  4. Point of View

  5. Taste

  6. Coffee, Tea or ???

  7. What’s on Your Menu?

  8. Don’t Forget to Be Tasteful

  9. An Important Meeting Agenda Item

  10. Smell

  11. Tastes Great, Smells Better

  12. What’s Cookin’?

  13. The Not-So-Sweet Smell of Success

  14. Touch

  15. Temperature Check

  16. Sitting Pretty?

  17. Hearing

  18. Sound Decisions

  19. A Welcome Message?

  20. Sight

  21. Colors & Fonts • Old School (Broadway) • New School (Calibri)

  22. Back to School?

  23. Business Cards

  24. Business Cards

  25. Business Cards • At least #80 pound stock, preferably #100 • No linen!!! • No non-standard sizes or shapes • Use the back • Keep it clean — no extraneous info (I’m talking about you — fax number)

  26. Acorn Financial Services

  27. Location, Location, Location

  28. Location, Location, Location

  29. A Welcome Reception?

  30. A Welcome Reception

  31. Dress for Success

  32. Other Considerations • What’s on your walls? • What’s on your desk? • What’s in the reception area? • How tidy is your office? • What do your materials look like? • How does all of this resonate with your target client?

  33. Total Branding Public Relations Corporate Identity Employee Communications Brand Architecture Advertising Sponsorships Collateral Events Merchandising Brand In Person Newsletters Volunteer Efforts Direct Mail Client Mailings Facilities Emerging Markets Relevance Online Support Every Expression Defines Your Brand

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