Ward Speaker at Northwest Arkansas Business Women’s Conference
10.10.08
Your Business, Your Brand, Your Move
LITTLE ROCK, AR (October 7, 2008) – Stone Ward President Millie Ward was a featured speaker recently at the Northwest Arkansas Business Women’s Conference presented by the Bentonville and Bella Vista Chamber of Commerce. Her presentation, entitled Your Business, Your Brand, Your Move, provided tangible and useful tips and tools for branding and marketing a business.
Ward, who was the first female president of the Advertising and Marketing International Network, was the only advertising industry professional chosen to speak at the annual conference that was attended by approximately 1,200 female business executives.
Her presentation helped attendees better understand how to brand themselves or their company and the power and benefits of a well marketed brand.
Ward explained, “The litmus test of a brand is that is must provide a promise of value, be relevant to the times, be true to the target, be differentiated from the rest and occupy a position in your consumer’s mind.”
She encouraged the audience to think rationally, but create emotionally.
Her program included an exercise for the audience to create a story for their business by defining their target audience, stating a key benefit of their company, supporting the benefit (a “because”) and describing the company’s personality.
Branding is a never-ending process, she explained, and the communications plan that supports the brand should contain insights, strategy, ideas, channels and measurement.
Other excerpts from her remarks included the following:
“Make yours a one voice brand.”
“Publicity is the new advertising.”
“Unleash your creativity online through paid search, online banners, website, blogs, social networks, YouTube and online communities.”
“Make networks equal net worth.”
“Be purposeful about buzz.”
“Track your results and determine your marketing ROI.”
“Make your move!”
Stone Ward was established 24 years ago and has offices in Little Rock and Chicago. Co-founders of the agency are CEO/Executive Creative Director Larry Stone and Ward.