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Introduction to Branding and Descriptive Marketing Language

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Presentation to the 2014 Education Foundation Conference. Includes 1) Introduction to Branding: Starting the Conversation, and 2) Advanced Branding: How to Talk About Your Brand So Your Audience Will …

Presentation to the 2014 Education Foundation Conference. Includes 1) Introduction to Branding: Starting the Conversation, and 2) Advanced Branding: How to Talk About Your Brand So Your Audience Will Listen. By David Wenger, Director of Communications, McCombs School of Business.

Published in: Marketing

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  • 1. Introduction to branding: Starting the conversation David Wenger Director of Communications McCombs School of Business The University of Texas at Austin
  • 2. What do you wish to gain from this session? ?
  • 3. What is a brand?
  • 4. A name?
  • 5. A logo?
  • 6. A tagline?
  • 7. A market niche?
  • 8. A sales channel?
  • 9. A location?
  • 10. A customer experience?
  • 11. An organizational culture?
  • 12. A communication style?
  • 13. A perishable asset?
  • 14. Yes, that is a brand.
  • 15. A brand is not created or delivered by any one individual or group in the organization.
  • 16. “Marketers build brands. Sure, and gardeners build plants.” Russ Somers, VP Marketing Invodo
  • 17. A brand strategy accounts for the total brand experience Values Objectives Operations Policies Vision Offerings Stakeholders Culture Resources Reputation
  • 18. Values Objectives Operations Policies Vision Offerings Stakeholders Culture Resources Reputation Only then will the brand ring true for consumers
  • 19. The Branding Zone
  • 20. The Branding Zone
  • 21. “Because the most important thing to me when I order a box of wings is the life story of the guy who dumped them in there.”
  • 22. Chief marketing officers must be very adept at driving cross-company alignment in strategy and implementation Pete Hayes Chief Outsiders “Many a CEO has lost his or her job because the marketing strategy was not accepted or acted upon.”
  • 23. A familiar slam on marketing and communications people is that they “don’t think like business professionals.” But the best of them are thinking about the business in a global manner that makes their views all the more essential to the success of the organization.
  • 24. Forced Relationship -Building Internal Brand Alignment Management Team- CTO-Buick: dependable but not exciting CFO-Ford: affordable and reliable CMO-Chrysler van: able to fit a lot of needs Dir. of Sales-Chevy Impala: affordable with a bit of excitement Founder-Red Ferrari: extreme high performance, exclusive and expensive “If your company were an automobile, which would it be?”
  • 25. Forced Relationship Tips Ten or less people: keep the size manageable Decision makers: engage those who can effect change 2-3 questions: more is not helpful, leave time for discussion Focus on the org. analogy: you’re not asking about their favorite car Talk about reasons: the specific answers are not as important Look for misalignment: don’t ignore gaps in brand perception
  • 26. Brand touches every aspect of the customer experience Brand is the business of everyone in the organization Marketers and communicators should have a global view of the organization, providing a unique and useful voice in decision making A forced relationship brainstorm is a fun way to begin a brand discussion with your decision makers In Review What is a brand?
  • 27. “We see CMOs get stuck in a pure communications role versus one that is at the heart of the business. If you are just talking about products that are developed, it is only a shiny veneer, and the rest of the organization won’t value that.” Pete Hayes Chief Outsiders
  • 28. www.iduniversity.wordpress.com davidwenger@utexas.edu
  • 29. Advanced branding: How to talk about your brand so your audience will listen David Wenger Director of Communications McCombs School of Business The University of Texas at Austin
  • 30. What do you wish to gain from this session? ?
  • 31. McCombs Undergraduate Program Office Website 2004
  • 32. Current page from the McCombs Undergraduate Program Office Website
  • 33. www.iduniversity.wordpress.com davidwenger@utexas.edu