The Brand - Louisiana State · PDF fileWhat is a brand? "A brand is a ... Marty Neumeier ....
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The Brand Business Managers’ Meeting Tuesday, February 12, 2012
Transcript of The Brand - Louisiana State · PDF fileWhat is a brand? "A brand is a ... Marty Neumeier ....
The Brand Business Managers’ Meeting
Tuesday, February 12, 2012
What is a brand?
"A brand is a CUSTOMER EXPERIENCE represented by a collection
of images and ideas; often, it refers to a symbol such as a name, logo,
slogan, and design scheme. Brand recognition and other reactions are
created by the ACCUMULATION OF EXPERIENCES with the
specific product or service, both directly relating to its use, and through
the influence of advertising, design, and media commentary."
American Marketing Association: www.marketingpower.com/_layouts/Dictionary.aspx?dLetter=B#branding
Touch Points
MIKE TIGER Brand Ambassador
SALLY Prospective Student
Vendor
“LSU IS GREAT.”
Zag: The #1 Strategy of High-Performance Brands by, Marty Neumeier
“LSU IS GREAT.”
Zag: The #1 Strategy of High-Performance Brands by, Marty Neumeier
“TRUST ME. LSU IS GREAT.”
Zag: The #1 Strategy of High-Performance Brands by, Marty Neumeier
“LSU IS GREAT. LSU IS GREAT. LSU IS GREAT.”
Zag: The #1 Strategy of High-Performance Brands by, Marty Neumeier
Zag: The #1 Strategy of High-Performance Brands by, Marty Neumeier
“I UNDERSTAND LSU IS GREAT.”
Zag: The #1 Strategy of High-Performance Brands by, Marty Neumeier
http://www.youtube.com/watch?feature=player_embedded&v=N4t3-__3MA0
• Athletic
• Spirited/Traditional
• Big
What is an ambassador?
“A person who acts as a REPRESENTATIVE or promoter of a specified activity.”
New Oxford American Dictionary
What are Quality Standards?
“The operational priorities, or criteria, that ensure consistent delivery of guest services.”
Disney Institute: Disney’s Approach to Quality Service
LSU University Relations Quality Standards
1. Service
2. Excellence
3. Expertise
4. Collaborative
How You Impact the Brand:
• Monthly Newsletters
• Email Signatures
• Auto Reply messages
• Outgoing Voice message
• Every touch point is an OPPORTUNITY
Newsletter Tips
• Keep it short
• Skip the intro
• Focus on Headlines
• Keep the Best info on top
• Include Images
Jakob Nielsen Alert Box: http://www.useit.com/alertbox/newsletters-study-3.html
Email Signature Do’s
• Name
• Title
• Phone Numbers (Office, Cell, Fax)
• Email Address
• Web Site
Email Best Practices
• Use Out-of-Office Auto Reply
• Personal Email Signature
• Never send an email when:
– Angry
– Impatient
– Argumentative
– Unfocused
– Tired
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