BEING THE BRAND - · PDF fileMarty Neumeier, Zag “A brand is a customer’s gut...
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BEING THE BRAND
Transcript of BEING THE BRAND - · PDF fileMarty Neumeier, Zag “A brand is a customer’s gut...
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
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B
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ve.
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l St.
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74
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MICHIGAN AVENUE
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ORY
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STOUGHTON STREET
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UNIVERSITY AVENUE
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INE
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UNIVERSITY AVENUE
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GHT
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updated 07/24/15
N
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APPROXIMATE SCALE IN FEET
Urbana is east, Champaign is west of Wright Street
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Grove
1241
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1265
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row
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6 4
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8
1233
238
568
380
321
232
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1075
1074
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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
