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Ryan Schulz
@ryan_schulz
Director of Brand Planning at One North, Storyteller, Brand Specialist, Problem Solver
Chicago
Joined July 2009
125
Following
81
Followers
41
Posts
Ryan Schulz
@ryan_schulz
about 10 years ago
#lma16
#mktggoals223
@onenorth
Ryan Schulz
@ryan_schulz
almost 11 years ago
.
@StephanieChirps
@OneNorth
@JHMadarang
@grafeedie
@jaesunum
back at ya!
#1NChat
ryan_schulz
retweeted
Jae S Um
@jaesunum
almost 11 years ago
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
almost 11 years ago
A5. We also find that marketers often think that brand is for organizations that are "bigger/smaller/more specialized" than theirs.
#1Nchat
Who to follow
One North
@OneNorth
One North, a TEKsystems company, is a full-service digital agency delivering customer experiences that perform, evolve and inspire.
AshleyHowerton
@AshleyHowerton
A landlocked beach girl always searching for what's ahead, learning to parent two boys and planning the next trip (even if it's just in my head)!
Ryan Schulz
@ryan_schulz
almost 11 years ago
A5: Too narrow a view of what brand is. (Hint: Brand is not your logo!)
#1NChat
Ryan Schulz
@ryan_schulz
almost 11 years ago
A4: What about understanding the relationship between culture, character and brand? Marketers often think these things are separate.
#1NChat
ryan_schulz
retweeted
Jae S Um
@jaesunum
almost 11 years ago
.
@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
almost 11 years ago
.
@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
almost 11 years ago
@ryan_schulz
It's our responsibility to measure business impact, thru increased brand awareness. Metrics talk.
#1NChat
Ryan Schulz
@ryan_schulz
almost 11 years ago
.
@jaesunum
How do you sell that internally when your c-suite is asking for ROI?
#1NChat
https://t.co/h3arTvzMep
Jae S Um
@jaesunum
almost 11 years ago
.
@ryan_schulz
@grafeedie
So we try to have content that's not directly tied to lead generation.
#1NChat
ryan_schulz
retweeted
Jae S Um
@jaesunum
almost 11 years ago
@ryan_schulz
@grafeedie
Thought leadership is key. We have to deliver value even in marketing -- it's a preview.
#1NChat
Ryan Schulz
@ryan_schulz
almost 11 years ago
.
@StephanieChirps
That's the Relationship Cycle at work! :-)
#1NChat
https://t.co/c0dh5c0iYo
Stephanie Mitchell
@StephanieChirps
almost 11 years ago
A3. Our clients and employees are our best brand ambassadors. More persuasive than any "campaign"
#1NChat
Ryan Schulz
@ryan_schulz
almost 11 years ago
.
@grafeedie
What about compelling content: Rich video? Thought leadership? Data visualization?
#1NChat
https://t.co/B3hhZJj0eo
George Rafeedie
@grafeedie
almost 11 years ago
A3. Face-to-face and eye-to-eye. Old school still the best.
#1NChat
Ryan Schulz
@ryan_schulz
almost 11 years ago
.
@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
almost 11 years ago
@JHMadarang
@happy_stomach
@OneNorth
And who are they talking to? Keeping the customer in mind, always, is key.
#1NChat
Ryan Schulz
@ryan_schulz
almost 11 years ago
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
almost 11 years ago
A1: Brand is the sticky glue between business strategy and customer experience.
#1NChat
Ryan Schulz
@ryan_schulz
almost 11 years ago
#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
almost 11 years ago
#1Nchat
I think we need to be careful about the difference between differentiation and brand. https://t.co/Jml9Moud5z
Ryan Schulz
@ryan_schulz
almost 11 years ago
Never underestimate the power of internal culture & comms to influence the external perceptions of your brand. https://t.co/p6n1zyxuU9
George Rafeedie
@grafeedie
almost 11 years ago
A1. Brand is the compilation of every experience that anyone has with your organization - internally and externally.
#1NChat
Ryan Schulz
@ryan_schulz
almost 11 years ago
A1 cont: Brand is the story your customers tell long after the service or product was bought.
#1NChat
Ryan Schulz
@ryan_schulz
almost 11 years ago
A1: Brand is what people say about you when you aren’t in the room.
#1NChat
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