JODY TURNER BRAND BOOK A GUIDE TO ALIGN THE EFFORTS OF CLARIFYING JODY'S BRAND.
What is a brand book? This book is a tool for you who are working with developing or nurturing the brand of Jody Turner. A guide to align the efforts of clarifying the brand. Enjoy!
JODY TURNER
BRAND PLATFORM
CONSUMER TRUTH
BRANDS ARE TRYING TO PICK THE RIGHT TRAIN.
WHO IS THE CONSUMER? People in charge of brands future betterment or responsible of getting intelligences in the fields of culture, marketing, innovative design, technology, generation-changes, ideology etc., things that will affect their businesses. The consumer could be larger international brand mid-managers, executives or owners.
CATEGORY TRUTH
THE INDUSTRY FEEDS ON BRANDS FEAR OF BEING LEFT BEHIND.
WHO IS THE CATEGORY? The category are people like Faith Popcorn, Jeremy Gutch, Seth Godin & Ane-Lise Kjær. They all like to be seen and heard. Whether it’s through their network or attending TED-talks. This category is largely about "the big words" and being “semi-gods”. Everyone likes to see themselves working with a big network of trends experts. The brands fear of being left on the platform, as they see competitors wave from the latest trend-trains they just jumped on. Being prepared to drive innovation and make change is key and this is were the trend expertise plays a vital role. They provide needed insights and a shoulder to cry on. Being alone it’s not wanted.
CULTURAL TRUTH
THE WORLD IS CHANGING FAST.
WHAT DOES THE CULTURE LOOK LIKE? The world is spinning faster and faster and everyone wants to be part of the new changes ahead. In many cases consumer forces brands to compete and release products that are not yet done, or make devastating investments that could potentially turn a world on it’s head. The demand for new things is increasing as each day go by. Today the consumer owns the power and wants to be entertained.
BRAND TRUTH
UNDERSTAND THE HUMAN BEHAVIOUR WITH A PERSONAL APPROACH.
WHO IS THE BRAND? To understand the human behavior is not easy in an age when people rarely find time to sit down and engage in deeper conversations. Jody Turner has built this understanding over decades by working in close relation to brands to innovate new ideas and talk to people world wide. She is soft-spoken which is rare in the industry. JodyTurner early found out that change nowadays is lead by the people and talking to them will generate future innovation‌
BRAND IDEA
LET’S TALK ABOUT YOU
BEING PERSONAL IS YOUR TRADEMARK. PEOPLE LISTEN TO YOU AND IT HAS
GOTTEN YOU WHERE YOU ARE TODAY.
IN A WORLD WHICH IS GOING CRAZY IN SO MANY WAYS, BRANDS MORE NOW THAN EVER NEED A HAND TO HOLD ON TO.
YOU ARE ALWAYS RELEVANT TO WHOM YOU ARE TALKING TO, ALWAYS INTERESTED IN THEIR
SPECIFIC SITUATION, THE EXPERT ON HUMAN BEHAVIOUR... NOT BEING PERSONAL WOULDN’T BE TRUE JODY.
JODY TURNER
BRAND ACTIVITIES
WE TURN STATIC INFORMATION
INTO AN INTERACTIVE CONVERSATIONPLATFORM
SKYPE MEETING
INDUSTRY RELEVANT CONTENT
INTERACT WITH MEMBERS
DISCUSS REPORT
CONVERSATION PLATFORM
COFFEE WITH JODY
SHARING NETWORK
BRAND ACTIVITIES WHEN YOU BUY THE REPORT YOU GET A SKYPE MEETING WITH JODY IS INCLUDED. DISCUSS REPORT WITH JODY AND BE ABLE TO INFLUENCE THE NEXT ONE. GET ACCESS TO JODY'S NETWORK AND CONNECT WITH INTERESTING PEOPLE . COFFEE WITH JODY, HAVE THE CHANCE TO MEET JODY OVER A CUP COFFEE WHEN SHE'S IN YOUR TOWN. TALK AND CONNECT WITH OTHER MEMBERS FROM THE NETWORK. INDUSTRY RELEVANT CONTENT PROVIDED BY JODY. INFORMATION SPECIFICLY TAILORED FOR DIFFERENT INDUSTRIES.
WE CAN EVEN TAKE THE CONVERSATION BEYOND THE PLATFORM.
JODY TURNER
TOOL BOX
IT’S EASIER DONE, THAN SAID. Get going. Then get better. (Velocity)
Strategy is nice, so are concepts. But they have the ambition to stay in our heads for too long. Time to make our hands dirty and make them actually happen. In this part you will find a swiss army knife of executions for Jody Turner. E-mails, wireframes, content examples... All to make the ideas touchable and applicable for Jody.
FIRST THINGS, FIRST. There is a lot of work to do. We have different ideas that need different actions. So here’s a list of things that needs to be done. 1. CMO approach • Contact them with a tailored report 2. #BeingGenX • Contact blogs • Write an article on relevant blogs • Contact journalists to spread the word 3. Your website • Make it more personal (adding value) • Implement concept
THE CMO APPROACH
REGARDING THE BRAND PLATFORM THE APPROACH TO JODY TURNER’S CONTACTS SHOULD BE PERSONAL AND TAILORED FOR THEIR INDUSTRY. HOW MIGHT THIS LOOK?
"Dear (CMO), pleased to meet you again. I really liked the last talk we had. I justed wanted to share some stuff I've been working on lately. I released a report and to give you a small teaser I’m sending you a free part. I’ve added some content that is relevant for you: the shoe business. Here’s the link: http://uniquelink.com. I hope you like it. If you are interested in more, feel free to send me an ee-mail. You can find the extra services I've added to make the paid report more personal on my website." I’ve also started a conversation about #BeingGenX on twitter. Follow it here and please add your thoughts.
Personally we don’t believe a e-e-mail fits the brand idea. We rather prefer to tell about Jody’s report directly to the person on a conference. Or a personal message on twitter or Linkedin. E-mail is becoming too generic and not personal. Important is that Jody makes a tailored free-report for each industry. This will be done with a unique link to a part of Jody's website. More about this later. We talk about the GenX as an addon. See it as a signature in your e-mail, PM, talk.
WHAT DOES JODY HAVE TO DO TO MAKE #BEINGGENX CONVERSATION HAPPEN? 1. CREATING CONTENT. 2. WRITING ARTICLE FOR ON THAT BLOG. 3. DO SOMETHING WITH THE CONTENT.
CREATING CONTENT
SOME EXAMPLES OF CONTENT, BUT IT IS UP TO JODY TO CREATE THIS CONTENT, SHE IS THE EXPERT.
“THESE SHOES ARE SO MY CUP OF TEA #BEINGGENX”
“SO BUYING THIS DOLL. #BEINGGENX”
Jody will provide the content. Other people can add using the #BeingGenX hashtag. It is important that Jody digs into the world of that generation and really tries to grab them with pictures, vines, tweets. She has to be responsive and retweet other people’s input. React on it. Moderate the conversation. All to keep it as much alive as possible.
POSTING ABOUT IT ON BLOGS.
Jody can contact blogs she is writing for or journalists to talk about this #BeingGenX action. Above is a small example of how an article can look like. Hopefully this generates more buzz about the #BeingGenX conversation.
WHAT CAN JODY DO WITH IT?
ALL THIS IS GREAT. BUT CAN WE DO MORE? YES WE CAN. WE CAN DOCUMENT ALL THE VINES, TWEETS, PICTURES IN A MOVIE. THIS MOVIE WILL ILLUSTRATE #GENX IN A FUN, MOODY AND PERSONAL WAY.
Jody can add it to her blog, talks, website. As an extra personal add on when she talks about GenX, Y or Z.
WHAT CAN JODY DO TO MAKE HER WEBSITE MORE IN LINE WITH THE BRAND IDEA? HOW DO WE IMPLEMENT THE CONCEPT? 1. MAKE IT PERSONAL. 2. ADD ONS THAT MAKE THE WEBSITE AN EXCLUSIVE CONVERSATION PLATFORM.
HOW DO WE MAKE IT MORE PERSONAL?
The header shows us a picture of Jody. Together with a small description of who Jody is, what she likes and her human behaviour approach. The header is a slideshow that switches from Jody’s intro to pictures of her or videos of her talk. All things to make it more about the person Jody and to understand her Tone of Voice and what she talks about and likes.
HOW DO WE IMPLEMENT THE TWITTER ACTION?
On the side we add a twitter timeline that shows all the #BeingGenX content. On the top is a small description of this campaign and a sentance that asks visitors to join the conversation.
CAN WE USE THE WEBSITE TO MAKE YOUR FREE REPORT MORE RELEVANT?
On the website there is a link to the free report. With a small text showing what the content is about. But the best part? You can choose which industry you are in. If you choose shoe industry it will link to a page where we show the free report+ added content relevant for the shoe industry.
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THIS BUTTON LINKS TO THIS > ‘SUBPAGE’ On the Free report subpage you can choose your industry. If you do, you get extra content to the free report relevant for your industry. There are some extra’s: • You can watch the report (movie) • Listen to the report (podcast) • Or download it (PDF)
JODY CAN ALSO CREATE ‘SPECIAL’ PAGES FOR HER CONTACTS. THEIR NAME IS ON THE TOP AND WE ADD CONTENT THAT IS RELEVANT FOR THEM. This is the page Jody can link to; which is her approach to her contacts. We make some special pages. On this page we can also add a call to action to the paid report.
JOE’S FREE REPORT With added trends applied on your business: the shoe industry.
Activities for the shoe industry.
HOW DO WE USE THE WEBSITE TO TURN THE PAID REPORT INTO A CONVERSATION PLATFORM?
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THIS LINKS TO AN EXCLUSIVE WEBPAGE WHERE WE ADD SERVICES TO MAKE THE PAID REPORT MORE APPLICABLE AND ‘TALKABLE’.
You
dont pay for a PDF. You subscribe for an exclusive club that talks about trends.
LET’S SEE WHAT’S INCLUDED ON THIS PLATFORM.
1. SKYPE MEETING
2. DISCUSS REPORT
Once you paid for the report, you get the oppurtunity to have a Skype meeting with Jody. You can ask her questions or talk about trends in your business.
You can discuss the report by adding comments to specific parts in the report. Jody or even community members can answer or clarify them. This is all to start a conversation between Jody and her community.
3. SHARE NETWORK
4. COFFEE WITH JODY
Jody can connect people inside the club with people outside. People who she thinks are relevant or interesting to talk to for a certain industry. For example: she can connect a fashion design student with someone in relevant industry. This is to give them the opportunity to learn and get inspired.
On the website you can observe Jody's location (e.g: foursquare). If she is in the neighbourhood of a member, he or she has the opportunity to invite Jody for a coffee to talk about trends.
5. INTERACT WITH OTHER MEMBERS
6. INDUSTRY RELEVANT CONTENT
Community members can interact with each other. They can ask each other questions or discuss certain topics. Jody can also start the conversation with raising certain questions.
Jody can add articles, thoughts, insights that are relevant for the members. E.g: She can write an article about the importance of 3D printing in the shoe industry...
AN OVERVIEW
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WHEN DO YOU HAVE TO DO WHAT?
A SMALL OVERVIEW. WHAT LEADS TO WHAT?
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YES THERE IS A FOOTNOTE AND IT’S A BIG ONE.
*Please note that all these functions and added benefits aren’t set in stone. Some will be easily executed & some not. There are thousands ways to execute ideas so we added multiple white pages for Jody to take notes when new ideas arise. This is just a starting point. You can present the exclusive membership as an extra slide on the PDF or send a touchable personal report to each contact or you can give mini workshops through skype. The rules are simple: it has to be personal, applied to the targets business and start a conversation. Because that’s what Jody is all about.
SOME IDEATION STARTERS. (WITH THE BRAND IDEA AS PLAYGROUND) 1. How might we find ways to make the report more personal / relevant for the industry? 2. How might we start a conversation about trends? 3. How might we get people interested in Human Behaviour? 4. How might we find ways to share Jody’s insights/thoughts (relevant for certain industries). 5. How might we find ways for people to comment on the free report? 6. How might people inspire Jody? 7. How might we approach IDEO in a personal way? 8. How might we find cool ways to present the new Jody? A movie? A piece of theater? A book?
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THANKS FOR A GREAT COLLABORATION. IT’S BEEN A FUN LEARNING JOURNEY FOR US! -THE GREEN HYPERS
HYPER ISLAND STOCKHOLM INTERACTIVE ART DIRECTOR 2014 Kristof Goossens, Henrik Xu, Anja Bergman, Calle Enström, Giovana Parasmo, Martin Dahlbeck