Branding…What’s it all about?                  Emaan Abdelbaki                Director of Marketing                 Holly ...
Outline of Today’s Presentation•   Definition of brand/brand essence•   Where we’ve been, where we’re going•   Research, p...
What is a brand?
Let’s start with what it’s not…    Or cooked up in a well-intentioned meeting                                             ...
A brand is…“…a CUSTOMER EXPERIENCE represented by a collection ofimages and ideas; often, it refers to a symbol such as a ...
What is a brand essence?
Definition of Brand Essence• The brand’s promise or essence expressed in  the simplest, most single-minded terms• The most...
Brief Background•   2001 – Brand cacophony•   2004 – Brand Management Team•   2006 – Visual Identity Task Force•   Today –...
ResearchPlanningImplementationEvaluation
RESEARCH
Brand Audit Research• 2009 – 2010 (personal interviews)  – Leadership (Deans, Vice Chancellors, etc.)• November 2009 (emai...
Focus Group Research• Prospective Undergraduates  – College-Bound, High School Juniors and Seniors• Parents  – Spring Invi...
Focus Group: Key Findings• Create a sense of belonging   – Students want to picture themselves in their     university of ...
External Advisory Feedback• April 27, 2010• Group of LSU alumni reviewed creative  direction  – Wright-Feigley Communicati...
PLANNING: DEFINING BRANDESSENCE
What We Learned•   Big•   Spirited•   Athletic•   People don’t know us; neutral
Task Force/Campus Communicators•   Support from the top•   Interdisciplinary team•   Frequent, well-planned, inclusive mee...
Brand Objectives• To position LSU as a high-achieving academic institution• To position LSU as Louisiana’s Flagship instit...
LOVE PURPLE. LIVE GOLD.
Love Purple. Live Gold.• Purple =  passion &  spirit• Gold =  academic  excellence &  athletic  achievement
EVALUATION
Results• Recruiting successes, 5725 (Largest class since  implementing admissions standards in 1988)• Nike, licensee adopt...
Presentation vs. PerceptionTHE BRAND GAP
When companies combine…       Logo out of the gate - 2008          Current Logo - 2010
Take a couple of minutes to think  about how this hurts or helps the brand for two companies merging…The experience for th...
Now let’s take a few minutes to seewhat you think the LSU brand means                to…•   Students•   Prospective Studen...
HOUSE OF BRANDS
BRANDED HOUSE
If you’re protecting a brand…• You must ensure you use it properly, set the right  example in everything you do so others ...
I’ll leave you with a couple of things             to think about…   What is the “POWER” of the LSUbrand? How have we touc...
THANK YOU!                      Questions?                      Contact Info:Emaan Abdelbaki                       Holly H...
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LSU Branding Strategy

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LSU Branding Strategy presented at March 13, 2013 meeting of Transition Advisory Team - External Affairs Task Force Meeting

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LSU Branding Strategy

  1. 1. Branding…What’s it all about? Emaan Abdelbaki Director of Marketing Holly Houk Cullen Assistant Vice Chancellor LSU Office of Communications & University Relations
  2. 2. Outline of Today’s Presentation• Definition of brand/brand essence• Where we’ve been, where we’re going• Research, planning, implementation, evaluation• The brand gap• House of Brands vs. Branded House• Conclusions/questions
  3. 3. What is a brand?
  4. 4. Let’s start with what it’s not… Or cooked up in a well-intentioned meeting A logoA tag line
  5. 5. A brand is…“…a CUSTOMER EXPERIENCE represented by a collection ofimages and ideas; often, it refers to a symbol such as a name, logo,slogan, and design scheme. Brand recognition and other reactions arecreated by the ACCUMULATION OF EXPERIENCES with thespecific product or service, both directly relating to its use, and throughthe influence of advertising, design, and media commentary." American Marketing Association: www.marketingpower.com/_layouts/Dictionary.aspx?dLetter=B#branding
  6. 6. What is a brand essence?
  7. 7. Definition of Brand Essence• The brand’s promise or essence expressed in the simplest, most single-minded terms• The most powerful brand essences are rooted in a fundamental customer NEED• Internal; provides verbal & visual vocabulary• It is rational & emotional
  8. 8. Brief Background• 2001 – Brand cacophony• 2004 – Brand Management Team• 2006 – Visual Identity Task Force• Today – VIP, CMS, Style Guide, Wayfinding
  9. 9. ResearchPlanningImplementationEvaluation
  10. 10. RESEARCH
  11. 11. Brand Audit Research• 2009 – 2010 (personal interviews) – Leadership (Deans, Vice Chancellors, etc.)• November 2009 (email survey) – Undergraduate Prospects• August 2010 (email survey) – Graduate Prospects – Alumni/Donors – Current Students – Current Faculty & Staff
  12. 12. Focus Group Research• Prospective Undergraduates – College-Bound, High School Juniors and Seniors• Parents – Spring Invitational Attendees
  13. 13. Focus Group: Key Findings• Create a sense of belonging – Students want to picture themselves in their university of choice• Be literal – Be sure to include images of the cliché and expected; don’t assume anything• Be real – Portray a “not-posed” feeling• Showcase the LSU brand – Use images for which LSU is known (e.g., purple and gold, big, athletic, tiger)
  14. 14. External Advisory Feedback• April 27, 2010• Group of LSU alumni reviewed creative direction – Wright-Feigley Communications – Blue Cross Blue Shield of Louisiana – Otey White & Associates – STUN Design – Creative English Communication – Maxon Media
  15. 15. PLANNING: DEFINING BRANDESSENCE
  16. 16. What We Learned• Big• Spirited• Athletic• People don’t know us; neutral
  17. 17. Task Force/Campus Communicators• Support from the top• Interdisciplinary team• Frequent, well-planned, inclusive meetings• Sought input/feedback at every opportunity• Initiated, strengthened campus relationships
  18. 18. Brand Objectives• To position LSU as a high-achieving academic institution• To position LSU as Louisiana’s Flagship institution• To showcase LSU’s tier-one research and educational accomplishments• To leverage the brand equity within Athletics to increase awareness of the academic accomplishments of LSU• To leverage the culture and geographic location of LSU• Demonstrate how LSU transforms you – taking potential and turning it into greatness
  19. 19. LOVE PURPLE. LIVE GOLD.
  20. 20. Love Purple. Live Gold.• Purple = passion & spirit• Gold = academic excellence & athletic achievement
  21. 21. EVALUATION
  22. 22. Results• Recruiting successes, 5725 (Largest class since implementing admissions standards in 1988)• Nike, licensee adoption• Popularity on campus & among all audiences• Developed a life of its own
  23. 23. Presentation vs. PerceptionTHE BRAND GAP
  24. 24. When companies combine… Logo out of the gate - 2008 Current Logo - 2010
  25. 25. Take a couple of minutes to think about how this hurts or helps the brand for two companies merging…The experience for the new company’s:• Vendors• Partners• Employees• Investors• Customers
  26. 26. Now let’s take a few minutes to seewhat you think the LSU brand means to…• Students• Prospective Students• Faculty• Staff• Donors• Alumni• Athletics• Academics
  27. 27. HOUSE OF BRANDS
  28. 28. BRANDED HOUSE
  29. 29. If you’re protecting a brand…• You must ensure you use it properly, set the right example in everything you do so others follow• Be consistent, not random or unclear, on how to use the brand• Protect it against uses that can hurt it inside and outside of the organization• Protect it against those that may try to infringe on your brand or misuse it in their own communications• You must watch it carefully – How is it portrayed internally and externally? – How is it portrayed in social media, news media, your competition, websites, local businesses?
  30. 30. I’ll leave you with a couple of things to think about… What is the “POWER” of the LSUbrand? How have we touched people… • Within Baton Rouge? • Within 80 miles of Baton Rouge? • Within the state of Louisiana? • Within the SEC? • Nationwide? • Worldwide?
  31. 31. THANK YOU! Questions? Contact Info:Emaan Abdelbaki Holly Houk Cullen225.578.3866 225.578.3872eabdelbaki@lsu.edu hhouk@lsu.edu

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