SlideShare a Scribd company logo
1 of 21
Download to read offline
Creating an InCredible Product
Brand
ProductCamp Boston 2013
Christina Inge, Senior Director
of Marketing, eZuce, Inc
2
> First, have a holistic view of branding: it’s not a set of
visual guidelines. It’s not about “pretty.” It’s about values
and value
> Know who you are, and express it boldly
• So few do
> Have honesty, integrity, and work with quality
> Say something meaningful
> Do it in a unique way
What Makes for an InCredible Brand
In a World of “Same”-How to Stand Out?
3
> Resonance: it fits with what your
customers need
> Other-Centeredness: it focuses on
what your customers need, not what
you’re “doing”
> Uniqueness: it’s not a generic
“corporate brand.” Nothing looks more
insincere
> Focus: it stands for something distinct,
which can be articulated succinctly
Keys to a Good Brand
It’s A Formula, But Not A Simple One
4
> Integrity: you honor what you say
> Quality: in your product, in how you
present yourself
> Content: you explain why and
how, not just talk big
> Respect: for the team, for the
stakeholders, for the customer
> Depth: not necessarily of product
line, but of
content, documentation, and
Keys to a Credible Brand
Brands Are Not Fluff—They’re the Reason People Buy from You
5
> More than just putting yourself in the
customers’ shoes
> So few brands really listen
> Frontline feedback is sometimes
worth more than focus groups
> Listen to the industry
• Listen to people who are not your
customers
• Try to find out why
Resonance
What Your Customers Need
6
> Language is the key:
• Talk about how you solve their
problems, not how you solve your problems,
• Talk about what your product can do for
them, not what it’s like designing your
product
> It’s actually OK to talk about features-
the “Features vs. Benefits” contrast
does not ensure other-centeredness
> Only truly thinking about benefits does
Other-Centeredness
Focus on Customer Needs
7
> Especially vital for smaller companies or
a crowded market
> Always essential for any brand
> Being distinctive is not a handicap, but
so few brands embrace
> Fear of being too different smothers
creativity
> A brand needs to be creative to survive
> Even in B2B
Uniqueness
Don’t Worry About Being Different!
8
> Stand for a few basic value
propositions
> Don’t aim for more than 5—3 should
be enough
> Temptation to say everything great
about your product
> People are busy, need bottom line,
top 3
> Lack of focus looks to “early” or
“late”
Focus
Don’t Try the Kitchen Sink Approach
9
> Few professional marketers would
lie about a product, but beware not
understanding end-users
> Pumping up the product never
works
> Integrity also in offers and promos:
• A webinar should have the content
promised, minimal sales
• Good value is a key form of integrity
Integrity
Honor What You Say
10
> Spend the time
> Spend, if possible, on good collateral
> What people look for:
• Good, non-cliché, well-designed imagery
• Good, clear, grammatical writing
> Professional visuals, language, and
presentation shows company is quality
> Adhering to marketing best practices
Quality
How You Present Yourself Reflects on the Product
11
> Depth and honesty
> Be technical. Geek out. Your
customers actually want that
> No one wants to or will read fluff
> Don’t shy away from more detail
> Superficial “white papers” with
clichéd advice have seen their
day
• We hope
• We really hope
Content
How You Explain Your Value
12
> Live your values
> Don’t talk down to customers
or assume they aren’t
discerning
> Respect their time with
informative content
> Respect their needs with two-
way conversations
> Voice of the customer is a part
of your brand
Respect
Customers Sense, Respond
13
> Doing fewer things well builds brand value
> Tap the expertise of your team
> Be in tune with your industry, maintain
knowledge
> Respond, but also lead, especially if you’re
emerging
> Depth is what creates
• Good content
• Good value
• Good products
Depth
Knowledge Builds Credibility
Evolving a Brand
A B2B Case Study
15
> eZuce delivers an open software platform
designed to provide virtualized
communications.
> Cloud, virtualization
> Open source and open standards
eZuce Corporate Background
Bring communications and collaboration to IT and into the cloud
Corporate Headquarters
Boston Massachusetts USA
Bucharest - R&D
Seattle - Support
Bangalore - QA
Ankara - R&D
> Voice, Video, Conferencing
> Chat, IM, Social Collaboration
> 2.5 year old, venture-backed startup competing in
a space with large, legacy players
> Aimed at forward-thinking CIOs
16 Building a Brand
Aiming for Uniqueness and Value in a Market Dominated by Traditional Brands
17
> Which would you rather have on your site?
Uniqueness
Don’t Be Afraid to Deviate from the “B2B” Look
18
> Develop series of thought leadership
pieces that give genuine value
• Not sales pitches, but real content
• Really, real content
> Taking a (sincerely) disruptive stand on
industry issues
> This is what startups can do—and it’s
often the best way to stake out a market
position
> Case studies: remaining other-centered
Content and Value
A Brand Isn’t Just A Visual
19
> Focus: go deep on a few verticals, or messages, rather
than a scattershot effect
> Hone a message and think about how it can best be
presented through a few target media, such as video and
social
> Make sure the message is substantive—everyone is
putting out sales pitches, but detailed product specs, in-
depth case studies, and honest white papers make you
stand out
Depth
Be An Expert—That, In Itself, Is Half Your Brand
20
> Have confidence in going outside the usual B2B comfort
zone
> Detail the value of your product (don’t sell the sizzle)
> Be real—even in B2B, authenticity trumps “corporate”
look, feel, and message
> Embrace what is distinctive about your market position,
product, and worldview
> Have fun!
Lessons Learned
Applying Brand Concepts in the Real World
Christina Inge
978-296-1005, ext 2073. cinge@ezuce.com

More Related Content

What's hot

How to Be A Successful Salesperson
How to Be A Successful SalespersonHow to Be A Successful Salesperson
How to Be A Successful Salespersonvenda1ea
 
15 Things Every Salesperson Must Always Remember
15 Things Every Salesperson Must Always Remember15 Things Every Salesperson Must Always Remember
15 Things Every Salesperson Must Always RememberQuoDeck
 
What I've Learned from Entrepreneurship
What I've Learned from EntrepreneurshipWhat I've Learned from Entrepreneurship
What I've Learned from EntrepreneurshipJérémie Lorrain
 
Products need customers: marketing needs markets
Products need customers: marketing needs marketsProducts need customers: marketing needs markets
Products need customers: marketing needs marketsHugh Stephens
 
CG Consider In store May 2013
CG Consider In store May 2013CG Consider In store May 2013
CG Consider In store May 2013Simona Straut
 
Art of Salesmanship by Md. Sabur Khan, Chairman, Daffodil International Unive...
Art of Salesmanship by Md. Sabur Khan, Chairman, Daffodil International Unive...Art of Salesmanship by Md. Sabur Khan, Chairman, Daffodil International Unive...
Art of Salesmanship by Md. Sabur Khan, Chairman, Daffodil International Unive...Mohammad Shah - Al - Mamun Khondker
 
Brand Innovation Workshop Brandculture Sessions #2
Brand Innovation Workshop Brandculture Sessions #2Brand Innovation Workshop Brandculture Sessions #2
Brand Innovation Workshop Brandculture Sessions #2Thomas Stack
 
Low Budget BRAND VISIBILITY IDEAS for Small businesses new
Low Budget BRAND VISIBILITY IDEAS for Small businesses newLow Budget BRAND VISIBILITY IDEAS for Small businesses new
Low Budget BRAND VISIBILITY IDEAS for Small businesses newTolu Adebayo
 
What Customers Really Want Ezine April 2010
What Customers Really Want Ezine April 2010What Customers Really Want Ezine April 2010
What Customers Really Want Ezine April 2010sangha
 
Selling 101 What Every Successful Sales Professional Needs
Selling 101  What Every Successful Sales Professional NeedsSelling 101  What Every Successful Sales Professional Needs
Selling 101 What Every Successful Sales Professional Needsd0466594
 
Top 10 USP's (Unique Selling Propostions)
Top 10 USP's (Unique Selling Propostions)Top 10 USP's (Unique Selling Propostions)
Top 10 USP's (Unique Selling Propostions)Rick Osbourne
 
What is a brand? - For small business owners
What is a brand? - For small business ownersWhat is a brand? - For small business owners
What is a brand? - For small business ownersRay Pastoors
 
MHG Systems seminar_Anton Buravkov
MHG Systems seminar_Anton BuravkovMHG Systems seminar_Anton Buravkov
MHG Systems seminar_Anton BuravkovSAILAS
 
Selling Skills - FAB Technique
Selling Skills - FAB TechniqueSelling Skills - FAB Technique
Selling Skills - FAB TechniqueVishal Gupta
 
Nvc 2013 presentation
Nvc 2013 presentationNvc 2013 presentation
Nvc 2013 presentationburns9097
 

What's hot (20)

How to Be A Successful Salesperson
How to Be A Successful SalespersonHow to Be A Successful Salesperson
How to Be A Successful Salesperson
 
15 Things Every Salesperson Must Always Remember
15 Things Every Salesperson Must Always Remember15 Things Every Salesperson Must Always Remember
15 Things Every Salesperson Must Always Remember
 
What I've Learned from Entrepreneurship
What I've Learned from EntrepreneurshipWhat I've Learned from Entrepreneurship
What I've Learned from Entrepreneurship
 
Products need customers: marketing needs markets
Products need customers: marketing needs marketsProducts need customers: marketing needs markets
Products need customers: marketing needs markets
 
CG Consider In store May 2013
CG Consider In store May 2013CG Consider In store May 2013
CG Consider In store May 2013
 
Art of Salesmanship by Md. Sabur Khan, Chairman, Daffodil International Unive...
Art of Salesmanship by Md. Sabur Khan, Chairman, Daffodil International Unive...Art of Salesmanship by Md. Sabur Khan, Chairman, Daffodil International Unive...
Art of Salesmanship by Md. Sabur Khan, Chairman, Daffodil International Unive...
 
Marketing Simplified
Marketing   SimplifiedMarketing   Simplified
Marketing Simplified
 
Brand Innovation Workshop Brandculture Sessions #2
Brand Innovation Workshop Brandculture Sessions #2Brand Innovation Workshop Brandculture Sessions #2
Brand Innovation Workshop Brandculture Sessions #2
 
Magic copywriting
Magic copywritingMagic copywriting
Magic copywriting
 
Low Budget BRAND VISIBILITY IDEAS for Small businesses new
Low Budget BRAND VISIBILITY IDEAS for Small businesses newLow Budget BRAND VISIBILITY IDEAS for Small businesses new
Low Budget BRAND VISIBILITY IDEAS for Small businesses new
 
What Customers Really Want Ezine April 2010
What Customers Really Want Ezine April 2010What Customers Really Want Ezine April 2010
What Customers Really Want Ezine April 2010
 
Selling 101 What Every Successful Sales Professional Needs
Selling 101  What Every Successful Sales Professional NeedsSelling 101  What Every Successful Sales Professional Needs
Selling 101 What Every Successful Sales Professional Needs
 
Top 10 USP's (Unique Selling Propostions)
Top 10 USP's (Unique Selling Propostions)Top 10 USP's (Unique Selling Propostions)
Top 10 USP's (Unique Selling Propostions)
 
The Art & Science Of Selling
The Art & Science Of SellingThe Art & Science Of Selling
The Art & Science Of Selling
 
What is a brand? - For small business owners
What is a brand? - For small business ownersWhat is a brand? - For small business owners
What is a brand? - For small business owners
 
7. sales letters
7. sales letters7. sales letters
7. sales letters
 
MHG Systems seminar_Anton Buravkov
MHG Systems seminar_Anton BuravkovMHG Systems seminar_Anton Buravkov
MHG Systems seminar_Anton Buravkov
 
Selling Skills - FAB Technique
Selling Skills - FAB TechniqueSelling Skills - FAB Technique
Selling Skills - FAB Technique
 
Nvc 2013 presentation
Nvc 2013 presentationNvc 2013 presentation
Nvc 2013 presentation
 
Brand positioning
Brand positioningBrand positioning
Brand positioning
 

Viewers also liked

DAILY AGRI REPORT BY EPIC RESEARCH- 3 NOVEMBER 2012
DAILY AGRI REPORT BY EPIC RESEARCH- 3 NOVEMBER 2012DAILY AGRI REPORT BY EPIC RESEARCH- 3 NOVEMBER 2012
DAILY AGRI REPORT BY EPIC RESEARCH- 3 NOVEMBER 2012Epic Research
 
"Arbejde fremstilling og handling" Hannah Arendt's filosofi om arbejde. Works...
"Arbejde fremstilling og handling" Hannah Arendt's filosofi om arbejde. Works..."Arbejde fremstilling og handling" Hannah Arendt's filosofi om arbejde. Works...
"Arbejde fremstilling og handling" Hannah Arendt's filosofi om arbejde. Works...Tommy Kjær Lassen
 
Grafico diario del dax perfomance index para el 08 10-2013
Grafico diario del dax perfomance index para el 08 10-2013Grafico diario del dax perfomance index para el 08 10-2013
Grafico diario del dax perfomance index para el 08 10-2013Experiencia Trading
 
Better Presentations
Better Presentations Better Presentations
Better Presentations Dean Shareski
 
Il software MARIE (Progettazione interfacce e valutazione dell'usabilità)
Il software MARIE (Progettazione interfacce e valutazione dell'usabilità)Il software MARIE (Progettazione interfacce e valutazione dell'usabilità)
Il software MARIE (Progettazione interfacce e valutazione dell'usabilità)Mariagiovanna Scarale
 
Digital Marketing by NetMedia8
Digital Marketing by NetMedia8Digital Marketing by NetMedia8
Digital Marketing by NetMedia8NetMedia 8
 
Wildnet Technologies
Wildnet TechnologiesWildnet Technologies
Wildnet TechnologiesPrateek Gupta
 
Universidad nacional del altiplano sistemas dig
Universidad nacional del altiplano sistemas digUniversidad nacional del altiplano sistemas dig
Universidad nacional del altiplano sistemas digJhoel Maydana Huanca
 
"Burn Down the Blocks! Sparking Collaboration Through Creative Play"
"Burn Down the Blocks! Sparking Collaboration Through Creative Play""Burn Down the Blocks! Sparking Collaboration Through Creative Play"
"Burn Down the Blocks! Sparking Collaboration Through Creative Play"WebVisions
 
Presentacion proyecto universidad atlantico
Presentacion proyecto universidad atlanticoPresentacion proyecto universidad atlantico
Presentacion proyecto universidad atlanticoyagari
 
Social media for financial advisors "Getting it right"
Social media for financial advisors "Getting it right"Social media for financial advisors "Getting it right"
Social media for financial advisors "Getting it right"Stephanie Sammons
 
Hadoopの標準GUI HUEの最新情報
Hadoopの標準GUI HUEの最新情報Hadoopの標準GUI HUEの最新情報
Hadoopの標準GUI HUEの最新情報Cloudera Japan
 

Viewers also liked (20)

Latihan 2
Latihan 2Latihan 2
Latihan 2
 
DAILY AGRI REPORT BY EPIC RESEARCH- 3 NOVEMBER 2012
DAILY AGRI REPORT BY EPIC RESEARCH- 3 NOVEMBER 2012DAILY AGRI REPORT BY EPIC RESEARCH- 3 NOVEMBER 2012
DAILY AGRI REPORT BY EPIC RESEARCH- 3 NOVEMBER 2012
 
OER development and re-use
OER development and re-useOER development and re-use
OER development and re-use
 
"Arbejde fremstilling og handling" Hannah Arendt's filosofi om arbejde. Works...
"Arbejde fremstilling og handling" Hannah Arendt's filosofi om arbejde. Works..."Arbejde fremstilling og handling" Hannah Arendt's filosofi om arbejde. Works...
"Arbejde fremstilling og handling" Hannah Arendt's filosofi om arbejde. Works...
 
Grafico diario del dax perfomance index para el 08 10-2013
Grafico diario del dax perfomance index para el 08 10-2013Grafico diario del dax perfomance index para el 08 10-2013
Grafico diario del dax perfomance index para el 08 10-2013
 
Better Presentations
Better Presentations Better Presentations
Better Presentations
 
Presentación de Educar21 en el aula
Presentación de Educar21 en el aulaPresentación de Educar21 en el aula
Presentación de Educar21 en el aula
 
Il software MARIE (Progettazione interfacce e valutazione dell'usabilità)
Il software MARIE (Progettazione interfacce e valutazione dell'usabilità)Il software MARIE (Progettazione interfacce e valutazione dell'usabilità)
Il software MARIE (Progettazione interfacce e valutazione dell'usabilità)
 
Digital Marketing by NetMedia8
Digital Marketing by NetMedia8Digital Marketing by NetMedia8
Digital Marketing by NetMedia8
 
Wildnet Technologies
Wildnet TechnologiesWildnet Technologies
Wildnet Technologies
 
Universidad nacional del altiplano sistemas dig
Universidad nacional del altiplano sistemas digUniversidad nacional del altiplano sistemas dig
Universidad nacional del altiplano sistemas dig
 
"Burn Down the Blocks! Sparking Collaboration Through Creative Play"
"Burn Down the Blocks! Sparking Collaboration Through Creative Play""Burn Down the Blocks! Sparking Collaboration Through Creative Play"
"Burn Down the Blocks! Sparking Collaboration Through Creative Play"
 
The hyper social organization
The hyper social organizationThe hyper social organization
The hyper social organization
 
SignEx - integration service
SignEx - integration serviceSignEx - integration service
SignEx - integration service
 
Presentacion proyecto universidad atlantico
Presentacion proyecto universidad atlanticoPresentacion proyecto universidad atlantico
Presentacion proyecto universidad atlantico
 
Social media for financial advisors "Getting it right"
Social media for financial advisors "Getting it right"Social media for financial advisors "Getting it right"
Social media for financial advisors "Getting it right"
 
CBO’s Cost Estimates
CBO’s Cost EstimatesCBO’s Cost Estimates
CBO’s Cost Estimates
 
9th argumentative essay
9th argumentative essay9th argumentative essay
9th argumentative essay
 
Hadoopの標準GUI HUEの最新情報
Hadoopの標準GUI HUEの最新情報Hadoopの標準GUI HUEの最新情報
Hadoopの標準GUI HUEの最新情報
 
The 2012 SoDA Report
The 2012 SoDA ReportThe 2012 SoDA Report
The 2012 SoDA Report
 

Similar to Building a InCredible Product Brand (Christina Inge) ProductCamp Boston May 2013

The Dengie enterprise Forum - Branding
The Dengie enterprise Forum - BrandingThe Dengie enterprise Forum - Branding
The Dengie enterprise Forum - BrandingJames Cracknell
 
Business Advice and Strategies
Business Advice and StrategiesBusiness Advice and Strategies
Business Advice and Strategiesmichaelynch
 
Marketing for early stage start-ups: building your brand
Marketing for early stage start-ups: building your brandMarketing for early stage start-ups: building your brand
Marketing for early stage start-ups: building your brandCecile Thirion
 
Marketing on a budget, it's the thought that counts
Marketing on a budget, it's the thought that countsMarketing on a budget, it's the thought that counts
Marketing on a budget, it's the thought that countsRed Ark
 
THE ROLE OF DESIGN THINKING
THE ROLE OF DESIGN THINKINGTHE ROLE OF DESIGN THINKING
THE ROLE OF DESIGN THINKINGguidozimmer
 
150811pbdesignthinking 150811053102 lva1 app6892
150811pbdesignthinking 150811053102 lva1 app6892150811pbdesignthinking 150811053102 lva1 app6892
150811pbdesignthinking 150811053102 lva1 app6892Vera Kovaleva
 
The role of Design Thinking
The role of Design ThinkingThe role of Design Thinking
The role of Design ThinkingPieter Baert
 
Class 01 -_inbound_fundamentals_2015
Class 01 -_inbound_fundamentals_2015Class 01 -_inbound_fundamentals_2015
Class 01 -_inbound_fundamentals_2015Mr Nyak
 
Inbound Fundamentals By HubSpot
Inbound Fundamentals By HubSpotInbound Fundamentals By HubSpot
Inbound Fundamentals By HubSpotSudhir Singh
 
Inbound Certification Class 1: Essentials of an Effective Inbound Strategy
Inbound Certification Class 1: Essentials of an Effective Inbound StrategyInbound Certification Class 1: Essentials of an Effective Inbound Strategy
Inbound Certification Class 1: Essentials of an Effective Inbound StrategyHubSpot Academy
 
How to write a Creative Brief
How to write a Creative BriefHow to write a Creative Brief
How to write a Creative BriefLuis Delgado
 
The Impact of Branding: You'd Better Recognize | SoGoSurvey
The Impact of Branding: You'd Better Recognize | SoGoSurveyThe Impact of Branding: You'd Better Recognize | SoGoSurvey
The Impact of Branding: You'd Better Recognize | SoGoSurveySogolytics
 

Similar to Building a InCredible Product Brand (Christina Inge) ProductCamp Boston May 2013 (20)

The Dengie enterprise Forum - Branding
The Dengie enterprise Forum - BrandingThe Dengie enterprise Forum - Branding
The Dengie enterprise Forum - Branding
 
Business Advice and Strategies
Business Advice and StrategiesBusiness Advice and Strategies
Business Advice and Strategies
 
Marketing for early stage start-ups: building your brand
Marketing for early stage start-ups: building your brandMarketing for early stage start-ups: building your brand
Marketing for early stage start-ups: building your brand
 
Marketing on a budget, it's the thought that counts
Marketing on a budget, it's the thought that countsMarketing on a budget, it's the thought that counts
Marketing on a budget, it's the thought that counts
 
Brand conversation 052714
Brand conversation 052714Brand conversation 052714
Brand conversation 052714
 
150811pbdesignthinking 150811053102-lva1-app6892
150811pbdesignthinking 150811053102-lva1-app6892150811pbdesignthinking 150811053102-lva1-app6892
150811pbdesignthinking 150811053102-lva1-app6892
 
THE ROLE OF DESIGN THINKING
THE ROLE OF DESIGN THINKINGTHE ROLE OF DESIGN THINKING
THE ROLE OF DESIGN THINKING
 
150811pbdesignthinking 150811053102 lva1 app6892
150811pbdesignthinking 150811053102 lva1 app6892150811pbdesignthinking 150811053102 lva1 app6892
150811pbdesignthinking 150811053102 lva1 app6892
 
designthinking
designthinkingdesignthinking
designthinking
 
The role of Design Thinking
The role of Design ThinkingThe role of Design Thinking
The role of Design Thinking
 
Branding
BrandingBranding
Branding
 
Class 01 -_inbound_fundamentals_2015
Class 01 -_inbound_fundamentals_2015Class 01 -_inbound_fundamentals_2015
Class 01 -_inbound_fundamentals_2015
 
Class 01 -_inbound_fundamentals_2015
Class 01 -_inbound_fundamentals_2015Class 01 -_inbound_fundamentals_2015
Class 01 -_inbound_fundamentals_2015
 
Inbound Fundamentals By HubSpot
Inbound Fundamentals By HubSpotInbound Fundamentals By HubSpot
Inbound Fundamentals By HubSpot
 
Branding for Start ups
Branding for Start upsBranding for Start ups
Branding for Start ups
 
Building Your Brand
Building Your BrandBuilding Your Brand
Building Your Brand
 
Inbound Certification Class 1: Essentials of an Effective Inbound Strategy
Inbound Certification Class 1: Essentials of an Effective Inbound StrategyInbound Certification Class 1: Essentials of an Effective Inbound Strategy
Inbound Certification Class 1: Essentials of an Effective Inbound Strategy
 
CEO Module 2
CEO Module 2 CEO Module 2
CEO Module 2
 
How to write a Creative Brief
How to write a Creative BriefHow to write a Creative Brief
How to write a Creative Brief
 
The Impact of Branding: You'd Better Recognize | SoGoSurvey
The Impact of Branding: You'd Better Recognize | SoGoSurveyThe Impact of Branding: You'd Better Recognize | SoGoSurvey
The Impact of Branding: You'd Better Recognize | SoGoSurvey
 

More from ProductCamp Boston

175 Product Manager as a Leader
175 Product Manager as a Leader175 Product Manager as a Leader
175 Product Manager as a LeaderProductCamp Boston
 
B2B Buyers don't Trust what we say about our products
B2B Buyers don't Trust what we say about our productsB2B Buyers don't Trust what we say about our products
B2B Buyers don't Trust what we say about our productsProductCamp Boston
 
Building a Weatherproof Framework - How to Survive the Product Launch Storm i...
Building a Weatherproof Framework - How to Survive the Product Launch Storm i...Building a Weatherproof Framework - How to Survive the Product Launch Storm i...
Building a Weatherproof Framework - How to Survive the Product Launch Storm i...ProductCamp Boston
 
178 - Design Discovery Workshops
178  - Design Discovery Workshops178  - Design Discovery Workshops
178 - Design Discovery WorkshopsProductCamp Boston
 
113 -Product Marketing and the Collaboration with Product Management - sessio...
113 -Product Marketing and the Collaboration with Product Management - sessio...113 -Product Marketing and the Collaboration with Product Management - sessio...
113 -Product Marketing and the Collaboration with Product Management - sessio...ProductCamp Boston
 
108 - 3 Trends Impacting Messaging and Content
108 - 3 Trends Impacting Messaging and Content108 - 3 Trends Impacting Messaging and Content
108 - 3 Trends Impacting Messaging and ContentProductCamp Boston
 
Why do product managers need to be more vulnerable
Why do product managers need to be more vulnerable Why do product managers need to be more vulnerable
Why do product managers need to be more vulnerable ProductCamp Boston
 
172 - How Not to Kill each other
172 - How Not to Kill each other172 - How Not to Kill each other
172 - How Not to Kill each otherProductCamp Boston
 
Connecting Product Decisions to Revenue
Connecting Product Decisions to RevenueConnecting Product Decisions to Revenue
Connecting Product Decisions to RevenueProductCamp Boston
 
107 - It's not easy starting new: career transitioning to product, starting ...
107 - It's not easy starting new: career transitioning to product,  starting ...107 - It's not easy starting new: career transitioning to product,  starting ...
107 - It's not easy starting new: career transitioning to product, starting ...ProductCamp Boston
 
How can ANYONE do UX Research?
How can ANYONE do UX Research?How can ANYONE do UX Research?
How can ANYONE do UX Research?ProductCamp Boston
 
181 - What Skills Do I Need To Really Succeed As A PM
181 - What Skills Do I Need To Really Succeed As A PM181 - What Skills Do I Need To Really Succeed As A PM
181 - What Skills Do I Need To Really Succeed As A PMProductCamp Boston
 
163 - Customer Centric Product Management - How To Be Awesome
163 - Customer Centric Product Management - How To Be Awesome163 - Customer Centric Product Management - How To Be Awesome
163 - Customer Centric Product Management - How To Be AwesomeProductCamp Boston
 
158 - Product Management for Enterprise-Grade platforms
158 - Product Management for Enterprise-Grade platforms 158 - Product Management for Enterprise-Grade platforms
158 - Product Management for Enterprise-Grade platforms ProductCamp Boston
 
153- Experience Maps: Essential Tool in Product Innovation Strategies
153- Experience Maps: Essential Tool in Product Innovation Strategies153- Experience Maps: Essential Tool in Product Innovation Strategies
153- Experience Maps: Essential Tool in Product Innovation StrategiesProductCamp Boston
 
152 - Confident Communication
152 - Confident Communication 152 - Confident Communication
152 - Confident Communication ProductCamp Boston
 

More from ProductCamp Boston (20)

175 Product Manager as a Leader
175 Product Manager as a Leader175 Product Manager as a Leader
175 Product Manager as a Leader
 
B2B Buyers don't Trust what we say about our products
B2B Buyers don't Trust what we say about our productsB2B Buyers don't Trust what we say about our products
B2B Buyers don't Trust what we say about our products
 
Building a Weatherproof Framework - How to Survive the Product Launch Storm i...
Building a Weatherproof Framework - How to Survive the Product Launch Storm i...Building a Weatherproof Framework - How to Survive the Product Launch Storm i...
Building a Weatherproof Framework - How to Survive the Product Launch Storm i...
 
Getting your Product Noticed
Getting your Product NoticedGetting your Product Noticed
Getting your Product Noticed
 
A lifecycle for microservices
A lifecycle for microservicesA lifecycle for microservices
A lifecycle for microservices
 
178 - Design Discovery Workshops
178  - Design Discovery Workshops178  - Design Discovery Workshops
178 - Design Discovery Workshops
 
113 -Product Marketing and the Collaboration with Product Management - sessio...
113 -Product Marketing and the Collaboration with Product Management - sessio...113 -Product Marketing and the Collaboration with Product Management - sessio...
113 -Product Marketing and the Collaboration with Product Management - sessio...
 
108 - 3 Trends Impacting Messaging and Content
108 - 3 Trends Impacting Messaging and Content108 - 3 Trends Impacting Messaging and Content
108 - 3 Trends Impacting Messaging and Content
 
Why do product managers need to be more vulnerable
Why do product managers need to be more vulnerable Why do product managers need to be more vulnerable
Why do product managers need to be more vulnerable
 
172 - How Not to Kill each other
172 - How Not to Kill each other172 - How Not to Kill each other
172 - How Not to Kill each other
 
Connecting Product Decisions to Revenue
Connecting Product Decisions to RevenueConnecting Product Decisions to Revenue
Connecting Product Decisions to Revenue
 
107 - It's not easy starting new: career transitioning to product, starting ...
107 - It's not easy starting new: career transitioning to product,  starting ...107 - It's not easy starting new: career transitioning to product,  starting ...
107 - It's not easy starting new: career transitioning to product, starting ...
 
How can ANYONE do UX Research?
How can ANYONE do UX Research?How can ANYONE do UX Research?
How can ANYONE do UX Research?
 
181 - What Skills Do I Need To Really Succeed As A PM
181 - What Skills Do I Need To Really Succeed As A PM181 - What Skills Do I Need To Really Succeed As A PM
181 - What Skills Do I Need To Really Succeed As A PM
 
177 - Team-Based Innovation
177 - Team-Based Innovation177 - Team-Based Innovation
177 - Team-Based Innovation
 
163 - Customer Centric Product Management - How To Be Awesome
163 - Customer Centric Product Management - How To Be Awesome163 - Customer Centric Product Management - How To Be Awesome
163 - Customer Centric Product Management - How To Be Awesome
 
159 - Strategic UX Research
159 - Strategic UX Research159 - Strategic UX Research
159 - Strategic UX Research
 
158 - Product Management for Enterprise-Grade platforms
158 - Product Management for Enterprise-Grade platforms 158 - Product Management for Enterprise-Grade platforms
158 - Product Management for Enterprise-Grade platforms
 
153- Experience Maps: Essential Tool in Product Innovation Strategies
153- Experience Maps: Essential Tool in Product Innovation Strategies153- Experience Maps: Essential Tool in Product Innovation Strategies
153- Experience Maps: Essential Tool in Product Innovation Strategies
 
152 - Confident Communication
152 - Confident Communication 152 - Confident Communication
152 - Confident Communication
 

Recently uploaded

Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZKanakChauhan5
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...Brian Solis
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhangmcgroupjeya
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinAnton Skornyakov
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..dlewis191
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato pptElizangelaSoaresdaCo
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursKaiNexus
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...AustraliaChapterIIBA
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfHajeJanKamps
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)tazeenaila12
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003believeminhh
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsyasinnathani
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsIntellect Design Arena Ltd
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHelene Heckrotte
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023Steve Rader
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Onlinelng ths
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examplesamberjiles31
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Winbusinessin
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 

Recently uploaded (20)

Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZ
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhang
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup Berlin
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..
 
WAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdfWAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdf
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato ppt
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, Ours
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story points
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking Applications
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Online
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examples
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 

Building a InCredible Product Brand (Christina Inge) ProductCamp Boston May 2013

  • 1. Creating an InCredible Product Brand ProductCamp Boston 2013 Christina Inge, Senior Director of Marketing, eZuce, Inc
  • 2. 2 > First, have a holistic view of branding: it’s not a set of visual guidelines. It’s not about “pretty.” It’s about values and value > Know who you are, and express it boldly • So few do > Have honesty, integrity, and work with quality > Say something meaningful > Do it in a unique way What Makes for an InCredible Brand In a World of “Same”-How to Stand Out?
  • 3. 3 > Resonance: it fits with what your customers need > Other-Centeredness: it focuses on what your customers need, not what you’re “doing” > Uniqueness: it’s not a generic “corporate brand.” Nothing looks more insincere > Focus: it stands for something distinct, which can be articulated succinctly Keys to a Good Brand It’s A Formula, But Not A Simple One
  • 4. 4 > Integrity: you honor what you say > Quality: in your product, in how you present yourself > Content: you explain why and how, not just talk big > Respect: for the team, for the stakeholders, for the customer > Depth: not necessarily of product line, but of content, documentation, and Keys to a Credible Brand Brands Are Not Fluff—They’re the Reason People Buy from You
  • 5. 5 > More than just putting yourself in the customers’ shoes > So few brands really listen > Frontline feedback is sometimes worth more than focus groups > Listen to the industry • Listen to people who are not your customers • Try to find out why Resonance What Your Customers Need
  • 6. 6 > Language is the key: • Talk about how you solve their problems, not how you solve your problems, • Talk about what your product can do for them, not what it’s like designing your product > It’s actually OK to talk about features- the “Features vs. Benefits” contrast does not ensure other-centeredness > Only truly thinking about benefits does Other-Centeredness Focus on Customer Needs
  • 7. 7 > Especially vital for smaller companies or a crowded market > Always essential for any brand > Being distinctive is not a handicap, but so few brands embrace > Fear of being too different smothers creativity > A brand needs to be creative to survive > Even in B2B Uniqueness Don’t Worry About Being Different!
  • 8. 8 > Stand for a few basic value propositions > Don’t aim for more than 5—3 should be enough > Temptation to say everything great about your product > People are busy, need bottom line, top 3 > Lack of focus looks to “early” or “late” Focus Don’t Try the Kitchen Sink Approach
  • 9. 9 > Few professional marketers would lie about a product, but beware not understanding end-users > Pumping up the product never works > Integrity also in offers and promos: • A webinar should have the content promised, minimal sales • Good value is a key form of integrity Integrity Honor What You Say
  • 10. 10 > Spend the time > Spend, if possible, on good collateral > What people look for: • Good, non-cliché, well-designed imagery • Good, clear, grammatical writing > Professional visuals, language, and presentation shows company is quality > Adhering to marketing best practices Quality How You Present Yourself Reflects on the Product
  • 11. 11 > Depth and honesty > Be technical. Geek out. Your customers actually want that > No one wants to or will read fluff > Don’t shy away from more detail > Superficial “white papers” with clichéd advice have seen their day • We hope • We really hope Content How You Explain Your Value
  • 12. 12 > Live your values > Don’t talk down to customers or assume they aren’t discerning > Respect their time with informative content > Respect their needs with two- way conversations > Voice of the customer is a part of your brand Respect Customers Sense, Respond
  • 13. 13 > Doing fewer things well builds brand value > Tap the expertise of your team > Be in tune with your industry, maintain knowledge > Respond, but also lead, especially if you’re emerging > Depth is what creates • Good content • Good value • Good products Depth Knowledge Builds Credibility
  • 14. Evolving a Brand A B2B Case Study
  • 15. 15 > eZuce delivers an open software platform designed to provide virtualized communications. > Cloud, virtualization > Open source and open standards eZuce Corporate Background Bring communications and collaboration to IT and into the cloud Corporate Headquarters Boston Massachusetts USA Bucharest - R&D Seattle - Support Bangalore - QA Ankara - R&D > Voice, Video, Conferencing > Chat, IM, Social Collaboration > 2.5 year old, venture-backed startup competing in a space with large, legacy players > Aimed at forward-thinking CIOs
  • 16. 16 Building a Brand Aiming for Uniqueness and Value in a Market Dominated by Traditional Brands
  • 17. 17 > Which would you rather have on your site? Uniqueness Don’t Be Afraid to Deviate from the “B2B” Look
  • 18. 18 > Develop series of thought leadership pieces that give genuine value • Not sales pitches, but real content • Really, real content > Taking a (sincerely) disruptive stand on industry issues > This is what startups can do—and it’s often the best way to stake out a market position > Case studies: remaining other-centered Content and Value A Brand Isn’t Just A Visual
  • 19. 19 > Focus: go deep on a few verticals, or messages, rather than a scattershot effect > Hone a message and think about how it can best be presented through a few target media, such as video and social > Make sure the message is substantive—everyone is putting out sales pitches, but detailed product specs, in- depth case studies, and honest white papers make you stand out Depth Be An Expert—That, In Itself, Is Half Your Brand
  • 20. 20 > Have confidence in going outside the usual B2B comfort zone > Detail the value of your product (don’t sell the sizzle) > Be real—even in B2B, authenticity trumps “corporate” look, feel, and message > Embrace what is distinctive about your market position, product, and worldview > Have fun! Lessons Learned Applying Brand Concepts in the Real World
  • 21. Christina Inge 978-296-1005, ext 2073. cinge@ezuce.com