A1: Brand is what people say about you when you aren’t in the room. #1NChat

A1 cont: Brand is the story your customers tell long after the service or product was bought. #1NChat

Never underestimate the power of internal culture & comms to influence the external perceptions of your brand. x.com/grafeedie/stat…

#1Nchat I think we need to be careful about the difference between differentiation and brand. x.com/happy_stomach/…

#1NChat Differentiation is more establishing a point of view in the marketplace that is unique. Brand is about an overall experience.

A1: Brand is the sticky glue between business strategy and customer experience. #1NChat

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

.Jae S Um George Rafeedie Do you have feedback loops built in? How do you listen to your clients? #1NChat x.com/jaesunum/statu…

.George Rafeedie What about compelling content: Rich video? Thought leadership? Data visualization? #1NChat x.com/grafeedie/stat…

Ryan Schulz George Rafeedie Thought leadership is key. We have to deliver value even in marketing -- it's a preview. #1NChat

.Stephanie Mitchell That's the Relationship Cycle at work! :-) #1NChat x.com/StephanieChirp…

.Jae S Um How do you sell that internally when your c-suite is asking for ROI? #1NChat x.com/jaesunum/statu…

.Sharon Bautista (she/her) We hear directly from our clients. Legal is often data rich and insight poor. Lawyers are scared of math. #1NChat

.Jae S Um What tools do you use to measure increased awareness? Do some work better than others? #1Nchat x.com/jaesunum/statu…

A4: What about understanding the relationship between culture, character and brand? Marketers often think these things are separate. #1NChat

A5: Too narrow a view of what brand is. (Hint: Brand is not your logo!) #1NChat

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

A5. We also find that marketers often think that brand is for organizations that are "bigger/smaller/more specialized" than theirs. #1Nchat

.Stephanie Mitchell One North Jacqueline Madarang George Rafeedie Jae S Um back at ya! #1NChat

#lma16 #mktggoals223 @onenorth