Master the Message: Building Cohesive, Compelling Positioning for your Brand
October 7, 2020 @ 1:00 pm - 2:00 pm
About this Event
Synopsis: What you say and how you say it is the most important aspect of marketing. Consistency and alignment of messaging, internally and externally, is the foundation upon which all other marketing programs and campaigns should be built. But how do you go about creating that messaging framework? In this session, we’ll dive in to a comprehensive process for developing flexible marketing messaging that gets to the heart of your organization and what it does. We’ll discuss how to develop a strategic statement used for internal messaging alignment, and then how to use that to build big brand messaging, brand pillars, and audience- or product-specific messaging. The result is a clear, unified way of talking about your organization that covers your key differentiators and lets you speak broadly or specifically, depending on the situation.
Audience will learn:
- How to identify the components of a strategic statement to build consensus internally on the organization’s mission and message
- The By/Through/For/To framework for developing a Big Brand Message
- A process for creating brand pillars that appeal to all audiences
- How to use brand pillars to develop audience and product specific messaging that’s consistent
Who is Amy Mengel?
Amy Mengel is founder and principal consultant at Hatwix, a consultancy that helps companies better understand the customer lifecycle and build smarter processes around managing it. She works with companies as a fractional chief marketing officerto build out marketing capacity and launch successful programs to attract and retain customers. Her client list has included Pallidus, Shaker Logistics, Clipcentric, Formed AI, Create O&P, and other companies in various industries.
Prior to founding Hatwix, Amy ran a successful SaaS company that developed software solutions for higher education institutions. As a vice president at Merit Pages, Inc., she built the company’s sales and marketing functions from scratch, which grew revenue 800% in three years. She also created customer onboarding and retention strategies that kept churn below 6% annually. Amy played a key role developing pricing, product development, business development, and human resources strategies for the company.
Amy began her career at Lockheed Martin in the company’s Communications Leadership Development Program, which took her to business units in New York, Florida, and Texas. She later worked for General Electric, running employee communications in its plastics division for one of the businesses’ largest manufacturing facilities. With an undergraduate degree in journalism from the University of Georgia and an MBA from Drexel University, Amy is equally comfortable diving deep into the operational details of a business or developing creative marketing collateral, messaging, and customer engagement strategies.
During summer 2018, Amy served as a lead mentor in the IgniteU accelerator program, funded by NYSTEC and focused on developing young entrepreneurs throughout New York State and fostering innovation and collaboration in the upstate entrepreneurial community. Based in New York’s Capital Region, Amy enjoys hiking in the Adirondacks, skiing in nearby Vermont, cycling along the Mohawk River, and spending time with her husband and two young children.