PR, Branding and Positioning to Take on Goliath

 In Events

Our Founder & CEO, Christine Perkett, has been busy on the speaking circuit lately. If you’re looking for marketing and branding insights, you may find interest in her speech from INBOUND16. INBOUND is Hubspot’s infamous martech conference that “fuels the passion that drives the most innovative and successful business.” The conference also featured celebrity speakers like Anna Kendrick, Alec Baldwin and Serena Williams. Some great tech was launched – you can get the full scoop, here. Bob Brown of Network World gives an interesting overall conference review, here.

Christine gave a Hacks, Tips and Tricks presentation on using PR, branding and positioning to take on bigger players in the market. She went through the steps for creating effective messaging, including compelling vision and mission statements, as well as building a sustainable brand promise and story that works across the entire business. A few takeaways include:

  • PR is not dead, it’s actually expanded and is more important than ever.
  • Promotion needs to be relatable to your audience – relate to issues they care about or challenges they face.
  • When creating a plan, marketers should actually start outside of marketing – with business goals. What is your business trying to accomplish? Understand that first and plan backwards from there with a SMART plan that includes specific, measurable, attainable, realistic, and time-bound goals.
  • Your brand narrative is crucial and should drive everything you do.
  • Emotion is key in marketing – people remember how you make them feel. People love brands that make them feel good.
  • And of course, measurement is key to understanding what’s working and what isn’t, to make the most of your investments.

She provided brand examples of good storytelling and positioning, and even dissected how Donald Trump was a challenger brand in the election, and why it worked for him. Christine also included her favorite tools, and recommended “the minimum three” initiatives that everyone should consider in their marketing mix. Helpful for small business and challenger brands, she received a lot of kudos for her practical, actionable tips. You can check out her presentation on Slideshare, here.


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Next year’s INBOUND is already being planned for September 25-28, 2017! Check it out and we’ll see you there to chat marketing, PR, branding, positioning and tech.



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