PDF OOH Brand Positioning

OOH Brand Positioning

Project Objective

Partner with senior industry representatives to update the OOH advertising vision, brand, and

positioning strategy for 2017-2021

Outdoor Advertising Association of America

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OOH Positioning Advisory Committee

Don Allman Jean-Luc Decaux Kevin Gleason Dan Levi Jeremy Male William Reagan Sean Reilly Jodi Senese Scott Wells

Outdoor Advertising Association of America

Vice Chairman, Intersection Co-CEO, JCDecaux North America President & CEO, Adams + Fairway CMO, Clear Channel Outdoor CEO, OUTFRONT Media Chairman, Reagan Outdoor CEO, Lamar Advertising CMO, OUTFRONT Media CEO, Clear Channel Outdoor

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Why is Positioning Important?

Brand positioning is the main idea your brand stands for in the mind of your target audience

It's important because:

? Your brand communicates who you are, what your purpose is, and why customers should be interested

? It acts like a `north star' or roadmap that brings internal focus and clarity

? It informs strategy, communications, and decision-making ? It serves as an internal `manifesto' that rallies team members

around a single vision

Outdoor Advertising Association of America

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Best Practices ? Alignment and Consistency

The most successful brands treat positioning as a 360-degree effort, aligning all operations to consistently deliver the brand promise in all touch points

Sales & Marketing

Technology

Customer Service

Operation s

Finance & Investor Relations

Outdoor Advertising Association of America

Creative

Legislative Affairs Real Estate

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