Ryan Schulz

Director of Brand Planning at One North, Storyteller, Brand Specialist, Problem Solver

[Ryan Schulz @ryan_schulz]

#lma16 #mktggoals223 @onenorth

[Ryan Schulz @ryan_schulz]

.@StephanieChirps @OneNorth @JHMadarang @grafeedie @jaesunum back at ya! #1NChat

[Jae S Um @jaesunum]

A5. B2C envy. True that B2C brand work has a broader emotional palette, but B2B is still about people, and brand has to resonate #1NChat

[Ryan Schulz @ryan_schulz]

A5. We also find that marketers often think that brand is for organizations that are "bigger/smaller/more specialized" than theirs. #1Nchat

[Ryan Schulz @ryan_schulz]

A5: Too narrow a view of what brand is. (Hint: Brand is not your logo!) #1NChat

[Ryan Schulz @ryan_schulz]

A4: What about understanding the relationship between culture, character and brand? Marketers often think these things are separate. #1NChat

[Jae S Um @jaesunum]

.@happy_stomach We hear directly from our clients. Legal is often data rich and insight poor. Lawyers are scared of math. #1NChat

[Ryan Schulz @ryan_schulz]

.@jaesunum What tools do you use to measure increased awareness? Do some work better than others? #1Nchat https://t.co/khrxKJuo8i

[Jae S Um @jaesunum]

@ryan_schulz It's our responsibility to measure business impact, thru increased brand awareness. Metrics talk. #1NChat

[Ryan Schulz @ryan_schulz]

.@jaesunum How do you sell that internally when your c-suite is asking for ROI? #1NChat https://t.co/h3arTvzMep

[Jae S Um @jaesunum]

.@ryan_schulz @grafeedie So we try to have content that's not directly tied to lead generation. #1NChat

[Jae S Um @jaesunum]

@ryan_schulz @grafeedie Thought leadership is key. We have to deliver value even in marketing -- it's a preview. #1NChat

[Ryan Schulz @ryan_schulz]

.@StephanieChirps That's the Relationship Cycle at work! :-) #1NChat https://t.co/c0dh5c0iYo

[Stephanie Mitchell @StephanieChirps]

A3. Our clients and employees are our best brand ambassadors. More persuasive than any "campaign" #1NChat

[Ryan Schulz @ryan_schulz]

.@grafeedie What about compelling content: Rich video? Thought leadership? Data visualization? #1NChat https://t.co/B3hhZJj0eo

[George Rafeedie @grafeedie]

A3. Face-to-face and eye-to-eye. Old school still the best. #1NChat

[Ryan Schulz @ryan_schulz]

.@jaesunum @grafeedie Do you have feedback loops built in? How do you listen to your clients? #1NChat https://t.co/aA0pblFqgE

[Jae S Um @jaesunum]

@JHMadarang @happy_stomach @OneNorth And who are they talking to? Keeping the customer in mind, always, is key. #1NChat

[Ryan Schulz @ryan_schulz]

Here's an add on question to Q2: Is it part of your regular marketing routine? Does it play an active role in your planning process? #1NChat

[Ryan Schulz @ryan_schulz]

A1: Brand is the sticky glue between business strategy and customer experience. #1NChat

[Ryan Schulz @ryan_schulz]

#1NChat Differentiation is more establishing a point of view in the marketplace that is unique. Brand is about an overall experience.

[Ryan Schulz @ryan_schulz]

#1Nchat I think we need to be careful about the difference between differentiation and brand. https://t.co/Jml9Moud5z

[Ryan Schulz @ryan_schulz]

Never underestimate the power of internal culture & comms to influence the external perceptions of your brand. https://t.co/p6n1zyxuU9

[George Rafeedie @grafeedie]

A1. Brand is the compilation of every experience that anyone has with your organization - internally and externally. #1NChat

[Ryan Schulz @ryan_schulz]

A1 cont: Brand is the story your customers tell long after the service or product was bought. #1NChat

[Ryan Schulz @ryan_schulz]

A1: Brand is what people say about you when you aren’t in the room. #1NChat