CASE D. 2 2011: Brand control to Major Tom: New rules for increasing your brand's gravitational pull

Sametz Blackstone Associates

Brand control to Major Tom

CASE II

System thinking to increase your brand’sgravitational pull

Cathy CanneyMIT Sloan School of Management

Roger Sametz

Today

Un-tethered?New approach to brandSystem thinkingPulling it all togetherThere… tethered

Daunting challenges

Attract and retain the beststudents, faculty, staff

Engage alumni

Bolster philanthropy

Manage multiple lines of business

Be seen, heard, and remembered

Connect with diverse constituencies

Compete with multiple allegiances

Get credit

Do more with less

So now what?

But what does that really mean?

15© Sametz Blackstone Associates

BRAND≠

LOGO(And never did)


BRAND≠

CORP I.D.(It’s wider and deeper)


BRAND>

CAMPAIGN(They sit under and reinforce)


BRANDisn’t owned by

YOU(And never was)

(Your)

It’s a mosaic


Your brand….—what you stand for, promise, experiences you deliver—your value and values—your position in the competitive environment….

Shaped by what you can control:—primary identifiers (name/s, logos / logotypes)—main messages—communications you make / take part in—offerings—personality and behavior!

And by what you can’t control:—conversations others are having—media coverage—history

Your brand mosaic

24

Communicating in academia…

© Sametz Blackstone Associates

Public Relations

Development AdmissionsAlumni

RelationsProvost President

InstitutionT

rus

tee

s

Vo

lun

tee

r le

ad

ers

hip

Alu

mn

i

Fa

cu

lty

/sta

ff

Co

mm

un

ity

Pe

ers

Ind

us

try

Em

plo

ye

rs

Stu

de

nts

Re

cru

its

Me

dia

Alu

mn

i

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Shared, flexible, teachable brand system Glue

—enable decentralized creation / stewardship;—connect communications across media;—provide “portability”; — leverage communications you can control;— influence those you can’t;— increase efficiency.

What’s needed


26

Advocates Supporters

Success


Vision / Mission

Marketing Development

27

When constituents…

Share your vision, Are involved in relationships with you, Use your visual / verbal cues in their communications, Want to be part of your special culture, Define (in part) their personal brands through

identification with your institutional brand.

Success


So… how to get there?


Building or renewing

your brand

A brand roadmap

Action

Research

Messaging

Visual system

Teams+

knowledge

Brand foundation

Research and analysis

31

Qualitative

Quantitative

Research in different dimensions


Motivations / future

Actions / history

32



Inside Outside

33

Qu

anti

tati

veQ

ual

itat

ive



Inside Outside

Who:LeadershipStaffBoardFamily

What:StrategyOfferingsBehaviorPositionCommunications

34

Qu

anti

tati

veQ

ual

itat

ive



Inside Outside



Who:ProspectsStudents

AlumniDonors

Partners

What: Competitive orgsStrategy

OfferingsBehaviorPosition

Communications

35

Qu

anti

tati

veQ

ual

itat

ive



Inside Outside

Audit

Listen



Who:ProspectsStudents

AlumniDonors

Partners

What: Competitive orgsStrategy

OfferingsBehaviorPosition

Communications

36

Know your constituents’ “distance”


Group 2

Group 4

Group 3

Group 1

37

For a research organization…

There are different “ways in”…resonant points


New technologies

Curing specific diseases

Effecting transformation

Advancing basic science

Training the next generation

Goal: insight to build on

A firm brand foundation


A brand foundation to build on

You!

Positioning

Vision +mission

Focus areas

Brand strategy

Personality attributes

Category+ model


Branding strategies

Corporate /institutional focus

Product Endorsed Source Master

Product / offering focus


Four branding strategies





Harvard College—Admissions

Case study

51

Master brand within a university



Source


Endorsed branding


Without strategy…almost endorsed

55

Without strategy…almost product


56

Almost product…



Adventures in Music

Adventures in Music

MetroCitySymphony

Adventures in Music

MetroCitySymphony

Musical education for kids

MetroCitySymphony


See note on previous page, do we want to pull just afew examples through—San fran

Sloanbcaneuro?

Personality

Goal: clear, purposeful sense of identity + relationships

Message development

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What your constituents care about, will participate in, and value

Th

at w

hic

h y

ou

sta

nd

fo

r a

nd

see

k to

ad

van

ceRelevance and resonance


63

What your constituents care about, will participate in, and value

Th

at w

hic

h y

ou

sta

nd

fo

r a

nd

see

k to

ad

van

ceRelevance and resonance


Where you can win! Start the conversation here.

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Evolving a message system


High-levelmessage

Customized for a specific constituency

Initiatives,programs,opportunities

Supportingstories

Fact sheets, giving oppts

Areas of focus

Campaign resonant themes

Build WPI’s national reputation and position

Prepare students to discover, grow, achieve, and lead

Renew and lead American competitiveness

Advance WPI’s excellence in teaching and research

A strategy for messages at WPI:brand •••> campaign messages

WPI messages

Campaign messages

Campaign focus areas

Faculty and academic program support

Student financial aid

Academic facilities and campus life

Annual Fund

Student + faculty

“Before I went to Namibia, I understood the technical aspects of engineering, but that just isn’t enough…You need to understand the human context. When you have the opportunity to work on project like this, you see why it matters.”

Ryan Kendrick ’07

“Although these projects represent a wide spectrum of topics, they all address the broader question of how to build a brighter future.”

Professor Richard Vaz, Dean of the WPI’s Interdisciplinary and

Global Studies Division

“Through the Great Problems Seminars, we give students a sense that their education can be put toward solving challenges of significant human or global urgency.”Professor Kristin Wobbe, Department of

Chemistry and Biochemistry

“I knew when I came to WPI that I’d gain the skills to solve complex problem. I’m excited to learn that I can also solve problems that affect thousands or millions of people.”

Jason Richards, Computer Science ’01

Team leader, Sun Microsystems

Faculty + alumnus

Student + alumnus

Alumnus + partner

©2008 Sametz Blackstone Associates

“The principles I’m learning at WPI—hard work, collaboration, and a focus on improving things for people—I can put into practice for the people of my district.”

Andrew J. Edwards ’09, Biochemistry and New Hampshire

State Representative

“Our approach to teaching engineering and science, putting them in the context of what people, organizations, and societies need, helps our students find creative ways to apply their great intelligence and abilities.”

Professor Jane Roberts, Department of Chemistry and

Biochemistry

Goal: resonance and agility (and portability)

Configuring visual systems


Creating distinctive visual systems from open source elements

Choices+

Articulation+

Relationships

2D / 3DMovement

Primary identifiers /

taglines

Typography

Composition Color

Imagery

What you can own+focused approaches


Operationally, stuff doesn’t work. Brand expression was never right.

You’ve evolved (and your brand system hasn’t). Constituent and market expectations have evolved.

All of the above…plus need to reign in chaos.

You’ve new strategic directions. You’re transforming.

Brand new!

Why your visual system might need work

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Retaining meaning, adding clarity and 21st century operability



Being in sync with your mission and audiences: before….


Look closer, Dig deeper

After…

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Whitehead: 1982


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Whitehead: after



Reining in chaos: multiple identifiers…

ASOASOASO


Reining in chaos: multiple identifiers…

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New master brand



Extending and including


Transformation: before….


New cross-campus initiative


Celebrating…and building more equity


Visual systems: components

Choices+

Articulation+

Relationships

2D / 3DMovement


taglines

Typography

Composition Color

Imagery

Type

gg g© Sametz Blackstone Associates

Dynamic Friendly Conservative

87

Color



88

Imagery



Composition



2D / 3D Movement



dynamicdynamic

dynamic

92

friendly


Conservative

conservat ive


Brand foundation

+messaging

San Francisco Symphony

Color

Imagery

Typography2D / 3D

Movement


taglines

Composition

Configuring visual systems: core and dynamic elements


Brand foundation

+messaging

Harvard Medical School

Imagery

2D / 3DMovement Typography

Composition


taglines

Color


Goal: coherence and flexibility

108

Success


Tactical communications—by program, function, audience, initiative

…When communications reinforce each other through shared verbal and visual approaches

PromisesExpectationsPositionAttributesPersonality

Yourorganization

Action


Architecture for action

Goals +

outcomes

Resources

Constituents

Channels

Offerings

Behavior

Content

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Architecture for action: moving people closer


Awareness Comprehension Participation Loyalty Support

Desired outcome for constituency X

112

Goals Messages VehiclesChannel

Architecture for action: moving people closer


Awareness Comprehension Participation Loyalty Support

For un-engaged alumni, move to …

Participation

Stay in touch with eNews HTML EmailBuild database

Reconnect with friends, re-live a fun college weekend

PostcardPromote gathering

Support a critical cause SMS fundraisingRaise small donations

Rejoin our community FacebookBuild community mass

Reconnect with friends around topic that’s meaningful to you

Evite to local coffee gathering with connection to pre- and post- podcasts

Engender pride

Print

Digital

Live


e-Newsletter


email template


McGovern Institute web homepage

Goal: right content, channel, timing, cost

Building teams and knowledge

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Transferring knowledge; encouraging ownership of the system


128

Engaging the entire community: message wallet cards


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Engaging the organization: extranet


Goal: internal engagement, ownership, and sustainability

Pulling it together

WGBH Educational Foundation

MIT Sloan School of Management

WGBH

A visual system for a 21st century publicmedia powerhouse

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Goals:—Continue to build a leadership position in an

increasingly fragmented media landscape;—Compete more effectively for audience, members,

sponsors, contributed income, and mindshare;—Grow diversified income streams;—Connect communicators internally; increase

efficiency;—Ensure that the organization gets credit for all it does!

Three related initiatives:—Strategic approach to brand relationships—New messaging platform—Updated visual brand identity system

Realizing the potential of brand-building communications


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Where we started, samples from the logo-farm


135

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Where we started, in membership and development print materials


136

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Where started, in social media


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Four Three branding strategies




Our national shows / initiativesWGBY

WCAIOur local shows

99.5 All Classical 2 44 89.7

Our “collections” All departments

All developmentAll membership

Tours, etc

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1 floor

A public media powerhouse, WGBH is your trusted guide for exploring new worlds and new ideas.

WGBH: High-level, “elevator” message


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2 floors

A public media powerhouse, WGBH is your trusted guide for exploring new worlds and new ideas; creating and delivering experiences that educate, engage, and entertain us all––at home in Boston and around the globe.



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3 floors


With expertise and focus spanning news and public affairs; kids programming; music and drama; science; and everyday life; WGBH provides opportunities for exploration and interaction––experiences that are both for you, and made possible by you.



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Cues for main messages…


With expertise and focus spanning news and public affairs; kids programming; music and drama; science; and everyday life; WGBH provides opportunities for exploration and interaction––experiences that are both for you, and made possible by you.



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WGBH is public media for Boston and the world––a trusted guide and companion––enriching lives, helping you to grow and explore, and contributing to an active and healthy society with a rich portfolio of media that matters––and that is accessible to all.

Main message #1: Public media…


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1. Participating citizensWGBH engages audiences as participating citizens, not consumers, improving the quality of daily life and activating our roles as citizens in a democratic society.

2. IndependentIndependent and commercial-free, WGBH is unrestrained by the influences and partisan pressures that affect commercial broadcasting, allowing us to tackle vital subjects and enabling us to entertain viewers in a manner others cannot.

3. Member-supportedA non-profit public media institution with education at the core of its mission, WGBH is member-supported and relies, in large part, on the generosity of the public it serves.

Supporting points: Public media…


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WGBH is an idea engine––bringing to life an impressive array of high-quality, trusted programs that serve as the backbone of public media from coast to coast, providing children and adults alike opportunities to explore new worlds, and new ideas.

Main message #2: Creating…


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Frontline –– a show

Expertise and focus •••> News and public affairsWGBH is a champion for journalism that matters…

Experiences •••> Independent voiceWGBH is an independent voice for the public sphere…

Delivering •••> Beyond broadcast WGBH is pushing the boundaries of broadcast…

Public media •••> Non-profit, member-supportedWGBH relies, in large part, on the generosity of the public it serves.

Individual donor add-on•••> Made possible by youWGBH is both for you, and made possible by you…

Advancing a dialogue



Brand foundation

+messaging

2D / 3DMovement


taglines

Color

Imagery

Typography

Composition


WGBH


A global brand about ideas––—A 21st century public media powerhouse.

Contemporary, innovative, bold––—Yet welcoming and approachable.

Experience driven––—Trusted guide to new worlds and ideas.

A brand with a mission––—Education in all its forms is central.

Community-focused––—Building geographic and interest-centered

connection. A partner for your passion––

—Whether news, classical music, science, kids…. Definitely worth supporting!

Attributes driving the new system 148


Master branding giving societies, departments, initiatives, clubs


Source branding “A” platforms


Typography: our fonts


Approach to color: core palette

PMS 647 PMS 716 PMS 3135 PMS 368 COOL GRAY 5 COOL GRAY 9


Approach to color: colors drawn from imagery


Texture and logo-driven angle


Core elements in combination


Putting the elements together…


Sustaining member program


Omnipresent brand bug…WGBH 2


Development: giving society


Ralph Lowell Society brochure


Members’ magazine


Brand-driven promotion


Annual report


Getting credit!

Connecting the dots across platforms





Volume and tone controls for coherence and flexibility

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Increase visibility and comprehension

Correct lagging misperceptions

Overcome some real obstacles

Stake out a unique position

Communicate / connect what students / alums value

Present an integrated portfolio

Engage “the big team”

Cultivate “brand ambassadors”

Big picture goals


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Goal: energize a cycle of success


Students

Awareness & perception

AdmissionsEngagement

Student experience

Participation

Alumni relationshipsConviction & loyalty

PartnersDonors

PartnershipPhilanthropic cultivation

CollaborationGiving

Project successStewardship


Starting points: where’s MIT Sloan?


Where’s MIT Sloan?


Evolving web presence

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Goal: build coherence across different programs and functions


Resource development

Alumni relations

Recruiting

Career development

Student life

Under

grad

MBA

PhD Fellow

s

Exec E

d

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Resourcedevelopment

Alumni relations

Recruiting

Careerdevelopment

Student life

Under

grad

MBA

PhD Fellow

s

Exec E

d

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Under

grad

MBA

PhD Fellow

s

Exec E

d

Resourcedevelopment

Alumni relations

Recruiting

Careerdevelopment

Student life


Cross-campus working group

An inclusive process

Action

Research

Messaging

Visual system

Teams+

knowledge

Brand foundation


MIT inside

Culture: passion and entrepreneurial spirit

Quantitative rigor + qualitative excellence

“Technology”

Competitive position

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Immersed in MIT’s culture of innovation Adventurous learning environment Magnet for smart, creative, passionate people Entrepreneurial spirit Unparalleled intellectual community / resources Focused on solving the most critical challenges Develops the principled leaders of tomorrow who

combine insight and action to improve lives, organizations, communities, and the world.

High-level message


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Mens et Manus Intelligent Innovative / curious Entrepreneurial Passionate Forward-looking Collaborative Familial / supportive Rigorous

Personality


Brand foundation

+messaging

Core and dynamic elements


2D / 3DMovement


taglines

Color

Imagery

Composition

Typography

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Typographic choices


Adobe Caslon

Benton Sans

187

Typographic execution


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Using the system’s “controls” to create connection and resonance


Bold expression • • • • • • • • • • • Conservative expression

Coherence and flexibility;tuning communications…



MBA admissions

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Fellows program


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PhD program


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Corporate programs


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Institutional advancement



Alumni magazine

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Engaging the organization: extranet


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Supporting decentralized creation…


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MBA Applications up 40% in first three years; another 57% in

last three years Market share among top four competitors: 8% to 11% Women: 28% to 33% Better “fit” candidates

Executive Education Enrollment and revenues up FT rankings up Custom programs up

Results: the “hard” stuff



Portfolio branding

More consistent, integrated communications

Shared brand understanding

Results: the “soft” stuff

There: tethered

Next? Ok, now what?

What’s driving the need for change / improvement? Research

—Goals?—What are you known for? Need to be known for?—Your important constituents need to know / think?—What’s the competition doing / saying?

Brand foundation—Vision / mission? Areas of focus?—Which brand strategy? —What position can you “own”?—Personality?

Messaging—What resonates for whom?—How can you build dialogues?

Asking the right questions212

Visual system—What approaches to type, color, imagery, and design

best translate your brand foundation and messages?—Which elements are core? Which dynamic?

Action—How best to deploy print, digital, and social channels?

How to participate in media you don’t own? Knowledge and team building

—Champion?—How best to engender enthusiasm and buy-in?—Documentation: print, online? —What needs to change organizationally, culturally, to

support a robust brand?

Asking the right questions213

Thank you

Roger SametzSametz Blackstone Associateswww.sametz.comwww.sametz.com/[email protected]

Cathy CanneyMIT Sloan School of [email protected]

CASE D. 2 2011: Brand control to Major Tom: New rules for increasing your brand's gravitational pull

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Transcript of CASE D. 2 2011: Brand control to Major Tom: New rules for increasing your brand's gravitational pull