ARE YOU TALKING
TO ME?

Session 1: Branding




March 2010
Welcome

 • Goals
  – Elements of marketing plan
  – Key concepts
  – First steps toward creating your
    own marketing p...
What is a Brand?

  You already know.




         Learning Circle 2010
Branding Misconceptions

  • A brand is superficial
  • A brand is artificial
  • A brand is expensive - need
    Super Bo...
Branding Misconceptions

 • Branding is --
   –A logo
   –A tagline
   –An ad
 • You can dictate your brand
 • A brand is ...
So…what is it?

  A brand is a promise of the
  experience your customers
  will receive.


  A strong brand consistently
...
In other words
 "What’s a brand? A singular idea or
  concept that you own inside the
  mind of the prospect.”
  – Al Ries...
Breakout

• Meet n’ Greet




             Learning Circle 2010
Branding vs Marketing

  • Branding is the concept
  • Marketing is the process
    by which you create
    relationships ...
Why Does It Matter?

  • Helps you stand out
  • Improves the perception of
    “worth”
  • Positions the organization as
...
Why Does It Matter?
  Today’s consumers are --
  • Faced with many
    leisure/entertainment
    options
  • Busier than e...
Why Does It Matter?
  Today’s consumers are --
  • Skeptical
  • Used to being pursued
  • Expecting
    integrity/authent...
Result:

  Branding makes it easier --
  and less costly -- to market
  your artistic product,
  because your message is
 ...
Signs of a Strong Brand

• Offers a unique value
  proposition that makes you
  stand out from the
  competition.
• Releva...
Signs of a Strong Brand

• Is credible and accepted by
  audiences because of visible
  evidence of your ability to
  deli...
Does Mission Statement
= Brand Statement?

   No. It’s only the
   beginning.




          Learning Circle 2010
Mission vs Brand

  • Mission – all about YOU
  • Branding/positioning – all
    about THEM




           Learning Circle...
Defining Your Brand
  • What differentiates you?
  • Who are your stakeholders?
  • What do stakeholders value
    about y...
Defining Your Brand
  • Engage customers and prospects
  • Engage the staff and board
  • Don’t forget the media - critics...
What Do Customers
Think?
 • Who are they? Who could they
   be?
 • What are their wants, needs,
   desires, attitudes, int...
Why Attend? Examples
of Benefits
 • Social activity
 • Intellectual stimulation
 • Cultural information - “what’s
   going...
What Do Customers
Think?
 • How do you know?
 • How do you find out?




         Learning Circle 2010
How Do You Know?

• Customer surveys
 – Quantitative (numerical) results
• Customer focus groups or
  phone interviews
 – ...
Case Study

         Jim Hirsch
     Executive Director
     Chicago Sinfonietta




        Learning Circle 2010
Two Branding Case Studies



The Old Town School of Folk
Music
&
The Chicago Sinfonietta
Old Town s story
Old Town School – The early
years

                  • Founded in 1957
                  during the “folk
                ...
Old Town School – the middle
years
               • In the late 60s and early 70s, the
               popularity of singer...
Change comes to Old Town
School
               • New management in the
               early 80s begins to redefine
       ...
Old Town School now
                 Folk music is now manifested by
                 a huge selection of classes and
    ...
Old Town School now
  Graphic treatment reinforces brand
  identity
Old Town School now




Enabling rock & roll obsessives since 1957.
Old Town School now
The Chicago Sinfonietta s story
Chicago Sinfonietta – a very short
history

                         • Founded in 1987 by
                         Paul Fr...
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Are you talking to me?: Branding

  1. 1. ARE YOU TALKING TO ME? Session 1: Branding March 2010
  2. 2. Welcome • Goals – Elements of marketing plan – Key concepts – First steps toward creating your own marketing plan – Q&A time, breakouts – Today: Branding Learning Circle 2010
  3. 3. What is a Brand? You already know. Learning Circle 2010
  4. 4. Branding Misconceptions • A brand is superficial • A brand is artificial • A brand is expensive - need Super Bowl campaign Learning Circle 2010
  5. 5. Branding Misconceptions • Branding is -- –A logo –A tagline –An ad • You can dictate your brand • A brand is permanent Learning Circle 2010
  6. 6. So…what is it? A brand is a promise of the experience your customers will receive. A strong brand consistently delivers on that promise. Learning Circle 2010
  7. 7. In other words "What’s a brand? A singular idea or concept that you own inside the mind of the prospect.” – Al Ries, Ries & Ries “Customers must recognize that you stand for something.” – Howard Schultz, Starbucks "A brand is a living entity - and it is enriched or undermined cumulatively over time, the product of a thousand small gestures." – Michael Eisner, CEO Disney Learning Circle 2010
  8. 8. Breakout • Meet n’ Greet Learning Circle 2010
  9. 9. Branding vs Marketing • Branding is the concept • Marketing is the process by which you create relationships with stakeholders Learning Circle 2010
  10. 10. Why Does It Matter? • Helps you stand out • Improves the perception of “worth” • Positions the organization as distinct and memorable in a positive way: easier to understand • Attracts and retains stakeholder loyalty and resources Learning Circle 2010
  11. 11. Why Does It Matter? Today’s consumers are -- • Faced with many leisure/entertainment options • Busier than ever • Not necessarily informed about what you do and its significance Learning Circle 2010
  12. 12. Why Does It Matter? Today’s consumers are -- • Skeptical • Used to being pursued • Expecting integrity/authenticity This is good news for you! Learning Circle 2010
  13. 13. Result: Branding makes it easier -- and less costly -- to market your artistic product, because your message is uniform and consistent. Learning Circle 2010
  14. 14. Signs of a Strong Brand • Offers a unique value proposition that makes you stand out from the competition. • Relevant to the needs of the consumer by satisfying both emotional and functional needs. Learning Circle 2010
  15. 15. Signs of a Strong Brand • Is credible and accepted by audiences because of visible evidence of your ability to deliver on the promise. • Can evolve to meet the long- term needs of the organization. Learning Circle 2010
  16. 16. Does Mission Statement = Brand Statement? No. It’s only the beginning. Learning Circle 2010
  17. 17. Mission vs Brand • Mission – all about YOU • Branding/positioning – all about THEM Learning Circle 2010
  18. 18. Defining Your Brand • What differentiates you? • Who are your stakeholders? • What do stakeholders value about your organization? • Who are your competitors? • What are competitors doing? • Why should someone come to your events, partner with you, fund you? • What does the research say? Learning Circle 2010
  19. 19. Defining Your Brand • Engage customers and prospects • Engage the staff and board • Don’t forget the media - critics have perceptions, too • Be aware of competitors – what makes you different? • Look from the outside-in, but you are who you are Learning Circle 2010
  20. 20. What Do Customers Think? • Who are they? Who could they be? • What are their wants, needs, desires, attitudes, interests, barriers, concerns, pressures? • How could you benefit them? Solve a problem? • What, if any, position or image do you conjure in their minds? Learning Circle 2010
  21. 21. Why Attend? Examples of Benefits • Social activity • Intellectual stimulation • Cultural information - “what’s going on” • Being moved - laugh, cry, be shocked, amazed • Being entertained (whatever that means) • Admire skilled performers • Sensory pleasures • Experience something new Learning Circle 2010
  22. 22. What Do Customers Think? • How do you know? • How do you find out? Learning Circle 2010
  23. 23. How Do You Know? • Customer surveys – Quantitative (numerical) results • Customer focus groups or phone interviews – Qualitative (verbal) results • Other research sources Learning Circle 2010
  24. 24. Case Study Jim Hirsch Executive Director Chicago Sinfonietta Learning Circle 2010
  25. 25. Two Branding Case Studies The Old Town School of Folk Music & The Chicago Sinfonietta
  26. 26. Old Town s story
  27. 27. Old Town School – The early years • Founded in 1957 during the “folk boom” • First location Old Town • Brand identity was about music from the folk revival mixed with the social/political context of the time
  28. 28. Old Town School – the middle years • In the late 60s and early 70s, the popularity of singers/songwriters like Steve Goodman, Arlo Guthrie and others help push enrollment up to 1,000 • New programs are added to broaden the appeal • Brand identity evolves to be less about folk music and more about personal expression
  29. 29. Change comes to Old Town School • New management in the early 80s begins to redefine and reposition the organization for consumers and funders • Folk music is intentionally characterized as the root of all music common among all cultures and people • This diversity helps expand the market for the organizations programs and adds to funding prospects
  30. 30. Old Town School now Folk music is now manifested by a huge selection of classes and concerts that define the OTS brand For adults and teens; cool, worldly, communal, creative, intelligent For parents and children; discovery, development, creativity, community. OTS is a classic “third place” Consistent messaging Imagery and positioning make OTS a niche owner Word of mouth is huge and customer loyalty has been earned and well cared for Technology is not being used particularly well, but offers opportunities for extending the brand
  31. 31. Old Town School now Graphic treatment reinforces brand identity
  32. 32. Old Town School now Enabling rock & roll obsessives since 1957.
  33. 33. Old Town School now
  34. 34. The Chicago Sinfonietta s story
  35. 35. Chicago Sinfonietta – a very short history • Founded in 1987 by Paul Freeman • Performs a 4-concert season in River Forest and a 5-concert season at Orchestra Hall • Has made fourteen commercial recordings and conducted a number of overseas tours

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