DENVER – Attendees at the Building Brands session Monday at the CTAM Summit were taken on a great creative ride by Paul Lavoie, chairman and co-founder of the ad agency Taxi.
With winning Top Agency of the year, seven out of eight years in Canada, we can safely say they know the winning combination to brand affectively.
Lavoie said it is important to shift in disturbing times and create these brand principals:
1. Clearly define your brand to hit your niche. Look to keep bi-lines positive and own them. I.E.: Just Do It!, Like a Good Neighbor. TNT (We Know Drama) took this advice, narrowed their focus and grew their audience.
2. Be consistent – choose carefully your key message and look and keep it. Ensure it is seen in each division and platform.
3. Live the brand at every touch point. Make sure each employee is singing off the same song sheet. Breathe what you stand for throughout your organization.
4. Tell great stories to engage your audience.
5. Think of branding as reputation management.
Janice Lee, president, JLL & Associates, is reporting from the CTAM Summit in Denver for Cartt.ca.
