Post on 19-Mar-2018
BEING THE BRAND
Doug Burgett
Creative Director Enrollment ManagementUniversity of Illinois
To be the brand is to appropriately embody the same principles of the brand you’re representing.
To be the brand is to engage and influence.
Bra
nd
En
gag
em
en
t
Brand InfluenceUnknown
Entities
You
Employer,
Friends, etc.
Things you
consume,
follow, etc.
Being the Brand
BRAND BASICS
Marty Neumeier, Zag
“A brand is a customer’s gut feeling about
a product, service, or company.”
“Your brand exists only in someone’s mind.”
forbes.com/sites/jerrymclaughlin/2011/12/21/what-is-a-brand-anyway/#5cd70db02a1b
Jerry McLaughlin
Mind
Gut
Brands live here.
Strong brands create positive vibes.
underconsideration.com
BRAND STRATEGY
Huh?
D
E
1 2 3 4 5 6
A
B
C
B
C
D
E
A
62
1 2 3 4 5 6
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G
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G
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tis A
ve.
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pect
Ave
.
Nei
l St.
Church St.
Green St.
Linc
oln
Ave
.
Springfield Ave.
Kirby Ave. Florida Ave.
7210 150
15010
57
57
74
74
45
45
DANIEL STREET
HAZELWOOD DRIVEHAZELWOOD DRIVE
FLORIDA AVENUE
PENNSYLVANIA AVE.
VERMONT AVENUE
DELAWARE AVENUE
PENNSYLVANIA AVE.
KIRBY AVENUE
FIRS
T ST
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FOUR
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TREE
T
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GRI
FFIT
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IVE
VIRG
INIA
DR
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MAR
YLAN
DDR
IVE
ST. MARY'S ROAD
1100
S80
0 S
700
S10
00 S
900
S
100 E 200 E 300 E500 E 600 E
IOWA STREET
OHIO STREET
INDIANA AVENUE
MICHIGAN AVENUE
LORADO TAFT DRIVEDO
RNER
DRI
VE
ILLINOIS ST.
OREGON ST.
CALIFORNIA ST.
NEVADA ST.
GREG
ORY
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ID S
T.
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ARMORY AVENUE
STADIUM DRIVE
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600
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400
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300
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0 N
100
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200
S30
0 S
400
S50
0 S
600
S70
0 S
800
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0 S
STOUGHTON STREET
SPRINGFIELD AVE.
GREG
ORY
ST. LIN
COLN
AVE
.
GREEN ST
HEALEY STREET
SPRINGFIELD AVENUE
STOUGHTON STREET
GREEN STREET
WESTERN AVE.
200
S10
0 S
600 E 1400 W 1300 W 1200 W 1100 W
500
N40
0 N
HARV
EY S
TREE
T
MAIN STREET
CLARK STREET
UNIVERSITY AVENUE
ROM
INE
STRE
ET
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HEW
S AV
ENUE
GOOD
WIN
AVE
NUE
WHITE STREET
CLARK STREET
UNIVERSITY AVENUE
SIXT
H ST
REET
WRI
GHT
STRE
ET
updated 07/24/15
N
0 400 800
APPROXIMATE SCALE IN FEET
Urbana is east, Champaign is west of Wright Street
378
TF
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SCSN
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131 256
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156 10940
73
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171
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CRBL
SD
TROG
407118
183
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18
124
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354
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144
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865
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341 292
287
350
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1073
1095
1187I Hotel and
Conference Center
1214South
CampusResearch
Park
170
201
304
379
316
360
257
100
166
3741244
560
Stadium Terrace
Play Field
StaleyIllini
Grove
1241
SouthQuad
MainQuad
BardeenQuad
1265
Florida and LincolnPlay Field Complex
Mor
row
Plot
s
First and StadiumPlay Field Multiplex
6 4
58
8
1233
238
568
380
321
232
409
1075
1074
Ashton Woods
Orchard Downs
1268
1083
Mount Hope Cemetery
267
Branding Enrollment
Happy & Helpful
Excellence
Strong brands create positive vibes.
AUDIENCE KNOWLEDGE
COMMUNICATIONS
CUSTOMER SERVICE
ENGAGEMENT
“At McDonald’s, people are
the face of our Brand.”
corporate.mcdonalds.com/mcd/sustainability/people.html
CULTURE
THANK YOU
Doug Burgett dougburgett.net