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Brandtastic 1
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Transcript of Brandtastic 1
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BRANDTASTICa branding presentation and
workshop in two parts
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Patricia VandenbergMount Holyoke College
Doug GapinskimStoner
Executive Director of Communications and
Strategic Initiatives
Creative Director
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I. Presentation• What is a brand?• Why does it matter? • What’s new?• What does it look like on the web?
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II. Workshop• A dive into branding process • Exercises for thinking about and assessing your institution’s brand• DIY testing: making sure the brand is being delivered by the marketing platform
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What do you think?
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Hint: it’s not a company’s logo or advertising.
Those things are controlled by the company. Instead, a brand is a customer’s gut feeling about a product, service, or company.
Marty NeumeierZAG: The # 1 Strategy of High-Performance Brands
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Brand =/= identity.Friday, January 29, 2010
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[A brand is] the association of a sound/image (the name ‘American Express’, the image of the Green Card) with an idea or expectation or experience (perceived values, a service promise and usage satisfaction).
Denzel MeyersBeyond Branding
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In this example, the American Express brand is neither solely the name and logo, nor the content of expectation and experiences, it is the association of the two to each other.
Denzel MeyersBeyond Branding
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The only word that comes close it reputation.
Your personal reputation, like a company’s brand, lies outside your control.
It is not what you say it is—it’s what they say it is. The best you can do is influence it.
Marty NeumeierZAG: The # 1 Strategy of High-Performance Brands
Friday, January 29, 2010
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What does brand strategy matter?
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Value is created when people reckon that a brand offers them something worth their while and they are persuaded to provide something in return... their time, money, attention, allegiance, brainpower and so on.
Simon Anholt and Sicco van GelderBeyond Branding
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As with any organism, an organizations’ highest purpose is survival. And the only way to survive is to facilitate sustainable value exchanges between itself and its stakeholders.
The goal of [brand strategy]... is to offer a positive context for these value exchanges.
Tim KitchinBeyond Branding
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PerceptionsInfluence, manage, or
reinforce how will people think about
your institution
ActionsChange how people
act in some way(more applications, better yield, more
donations, etc.)
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How do we as educational advancement professionals do we influence perceptions and actions?
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Data andresearch
Brand analysis
Marketingplatform
Public-facingwork
Institutionalstrategy
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You find aninteresting way
to frame institutionalassets that aren’t
really differentiators.
You find a super-interesting way to talk about things
that really aredifferentiators.
Research helps you understand your institution’s assets and what the market places value on.
You collect stories that promote assets that the market places value on.
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What’s new?
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Integrated marketing has become a dialoguewith your audiences...
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... so it’s now two-waycommunication: it’s
buzz vs. hype.
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Democratic
Truthful
Social media,
Web sites
Rumors, gossip
Trust
Autocratic
Marketing-speak
Advertising,
Press releases
Distrust
Style
Content
Typical media
Examples
Reaction
BUZZ HYPE–vs.–
excerpt from Beyond Branding
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FacebookLaunched in 2004> 25 million members
LinkedinLaunched in 2003 > 43 million members
flickrLaunched in 2004> 3.6 billion photos
youtube• third most visited site• 20 new hours of contentper minute• bandwidth of youtube = bandwidth of entire internet in 2000
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What are your audiencessaying about you?
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College Confidential and
qualitative review sites
Rate My Professor
Blogs
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What does brand look like on your institutional
web site?
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• two-way conversation
• authoritative
• authentic
• experience-oriented
• effective distribution
• convenience
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It’s usually the first time they see you.
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Covering your brand in key areas on yourinstitutional site
and beyond.
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This presentation:
clients.mstoner.com/case
Patricia VandenBerg
Mount Holyoke College
Doug Gapinski
mStoner
twitter: @thedougco
Friday, January 29, 2010