2004 Sportfishing Summit
Advancing an Angling Agenda
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David Martin, chairman and senior partner,
Identity Marketing, LLC, provided the keynote address on finding “the
one thing” that drives a company’s brand. |
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What’s Your One Thing?—Your Brand Identity
David Martin
Chairman and Senior Partner
Identity Marketing,
LLC
What is the one thing, above all else, that keeps your customers
coming back?
David Martin is a nationally recognized leader in developing
branding programs for companies, non-profits, associations, metropolitan
areas and advertising firms. He is known for developing the famed theme “Virginia
is for Lovers,” and his emphasis on finding “the one thing” that
drives the brand.
According to Martin, brand is an expectation of performance. He urged
the members to determine what their customers’ desire most about
their company or the products. Martin says that customers need three
things: they need to know who you are; they need to know the benefits
of what you do; and they need to know what they can expect from your
company or your products.
Martin further said that to determine who your
customers are: follow the money. The people who are spending money
for your product are your customers. Get to know them very well. He
used Volvo as an example. Everyone knows that Volvo builds cars. These
cars are known for nice styling and solid construction, however, the “one
thing” that
drives customers to Volvo is safety.
Martin also spent time discussing the role ASA plays in supporting its
members by keeping focused on “the one thing” that members
said was most important to them: expanding the market.
Identity Marketing, the Martin Agency and BrandSync are
agencies founded or co-founded by David Martin.
