All Aboard The Cluetrain: 10 Rules of Branding You Can't Afford to Ignore
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All Aboard The Cluetrain: 10 Rules of Branding You Can't Afford to Ignore

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A keynote presentation given at the International Schools Admissions and Marketing Conference. The Hague, Netherlands. March 2009

A keynote presentation given at the International Schools Admissions and Marketing Conference. The Hague, Netherlands. March 2009

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All Aboard The Cluetrain: 10 Rules of Branding You Can't Afford to Ignore All Aboard The Cluetrain: 10 Rules of Branding You Can't Afford to Ignore Presentation Transcript

  • All Aboard the Cluetrain 10 rules of branding you can’t afford to ignore David Willows www.isb.be
  • Let’s be honest Admissions and Marketing Conference 2009 Everything’s changing. Everything’s becoming more complex. Our kids seem smarter than we are. International Schools And it just keeps on coming.
  • Let’s be honest Admissions and Marketing Conference 2009 Everything’s changing. Since the last time I gave this talk. International Schools The world has changed. I have changed. The 10 rules have changed.
  • Let’s be honest Admissions and Marketing Conference 2009 So we are left with 3 key questions: What is the past I need to let go of? International Schools What is the future I need to embrace? What are the pieces that never change over time?
  • Let’s be honest Admissions and Marketing Conference 2009 As we rush headlong into an exciting future the ancient principles of communication stretching back to ancient times still apply. International Schools
  • Let’s be simple Admissions and Marketing Conference 2009 Our journey has consistently been one of finding simplicity in the complexity International Schools
  • Defining what we do Admissions and Marketing Conference 2009 1. Attraction External Communications 6. Release 2. Recruitment International Schools 5. Retention 3. Induction Internal Communications 4. Engagement
  • Defining what we do Admissions and Marketing Conference 2009 story of ISB Telling the find their place in and helping others International Schools that story
  • The View from 30 000 feet Admissions and Marketing Conference 2009 International Schools It feels like a mountain to climb. But let’s go to the top of the mountain and see what it looks like from up there.
  • The View from 30 000 feet Admissions and Marketing Conference 2009 International Schools Remember: Someone moved the mountain on a particular day in 2008
  • International Schools Admissions and Marketing Conference 2009 From up here, all you see is brand. The View from 30 000 feet
  • The View from 30 000 feet Admissions and Marketing Conference 2009 International Schools Like it or not, we live in a branded universe. You, your school, ‘we’ all have identity. Manage it, or it will manage you.
  • The View from 30 000 feet Admissions and Marketing Conference 2009 International Schools Like it or not, we live in a branded universe. You, your school, ‘we’ all have an identity. Manage it, or it will manage you.
  • International Schools Admissions and Marketing Conference 2009 THE BRAND YOU SEE The View from 30 000 feet
  • International Schools Admissions and Marketing Conference 2009 THE BRAND YOU SEE The View from 30 000 feet
  • 1. All aboard the ‘cluetrain’ Admissions and Marketing Conference 2009 Markets are nothing more than conversations… Our only hope is to talk. International Schools
  • 1. All aboard the ‘cluetrain’ Admissions and Marketing Conference 2009 Conversations are a profound act of humanity. So once were markets. International Schools
  • 1. All aboard the ‘cluetrain’ Admissions and Marketing Conference 2009 The only advertising that was ever truly effective was word of mouth, which International Schools is nothing more than conversation. Now word of mouth has gone global.
  • 1. All aboard the ‘cluetrain’ Admissions and Marketing Conference 2009 Further, these voices are telling one another the truth based on their real International Schools experiences. The Cluetrain Manifesto: The End of Business as Usual (Rick Levine et al, 2000)
  • 1. All aboard the ‘cluetrain’ Admissions and Marketing Conference 2009 •What conversations are you starting? •With whom? International Schools •Using what media?
  • 1. All aboard the ‘cluetrain’ Admissions and Marketing Conference 2009 Are you a lurker or do you jump right in? International Schools
  • 2. Funky Hedgehogs In his famous essay “The Admissions and Marketing Conference 2009 Hedgehog and the Fox,” Isaiah Berlin divided the world into hedgehogs and foxes, based upon an ancient Greek parable: International Schools “The fox knows many things, but the hedgehog knows one big thing.” Good to Great and the Social Sectors (Jim Collins, 2006)
  • 2. Funky Hedgehogs Core Values Admissions and Marketing Conference 2009 What are you passionate about? International Schools Unique Selling Point Time, Resources, Brand What are you best in the What drives your resource engine? world at?
  • 2. Funky Hedgehogs Core Values Admissions and Marketing Conference 2009 What are you passionate about? Great schools cannot overlook the importance of leveraging their brand International Schools Unique Selling Point Time, Resources, Brand What are you best in the What drives your resources engine? world at?
  • 2. Funky Hedgehogs Admissions and Marketing Conference 2009 Breakthrough cannot be sustained without a International Schools clear brand
  • International Schools Admissions and Marketing Conference 2009 brand’ mean? But what does ‘leveraging the 2. Funky Hedgehogs
  • 2. Funky Hedgehogs Admissions and Marketing Conference 2009 Funky business is when an organisation slavishly applies the ‘rules’ of the brand to all business decision- International Schools making. The Brand is more than a name or a logo. It Funky Business Forever: is a promise and a How to Enjoy Capitalism contract with every (Ridderstrale & Nordstrom, 2008) customer.
  • 2. Funky Hedgehogs A brand is always more Admissions and Marketing Conference 2009 than the sum of these parts: •Name •Logo International Schools •Packaging •Price Funky Business Forever: •History How to Enjoy Capitalism •Reputation (Ridderstrale & Nordstrom, 2008) •Advertising…
  • 2. Funky Hedgehogs A brand is always more Admissions and Marketing Conference 2009 than the sum of these parts: •Name •Logo International Schools •Packaging •Price Funky Business Forever: •History How to Enjoy Capitalism •Reputation (Ridderstrale & Nordstrom, 2008) •Advertising…
  • Let’s be honest Admissions and Marketing Conference 2009 As we rush headlong into an exciting future the ancient principles of communication stretching back to ancient times still apply. International Schools CONVERSATION TRUST…
  • 3. The Next Now Admissions and Marketing Conference 2009 The brands that survive will have: •Global relevance International Schools •Hyperlocal desirability •Strong ties to multiple niches
  • 3. The Next Now Admissions and Marketing Conference 2009 The customers will require: •Precision: know who I am International Schools •Reciprocity: let me speak as well •Flexibility: how we do business together (YouTube: Marketing@Google: Dean Crutchfield)
  • 3. The Next Now Admissions and Marketing Conference 2009 Like it or not, families, companies and organisations purchase international school International Schools education in just the same way as they buy a new BMW, iPod or pair of Chanel sunglasses.
  • 3. The Next Now Admissions and Marketing Conference 2009 …a new BMW, iPod or pair of Chanel sunglasses. And who is buying BMW right now? International Schools
  • 4. Fancy a Coffee? Admissions and Marketing Conference 2009 Its all about an experience that happens to include coffee. International Schools
  • 4. Fancy a Coffee? Admissions and Marketing Conference 2009 Its all about an experience that happens to include coffee. •Make it your own International Schools •Everything matters •Surprise and delight •Embrace resistence •Leave your mark
  • 4. Fancy a Coffee? Admissions and Marketing Conference 2009 Its all about an experience that happens to include coffee. Starbucks as the ‘Third Place’: International Schools •WORK •HOME •STARBUCKS
  • 4. Fancy a Coffee? Admissions and Marketing Conference 2009 Its all about an experience that happens to include coffee. ISB Starbucks as the ‘Third Place’: International Schools •WORK •HOME ISB •STARBUCKS
  • International Schools Admissions and Marketing Conference 2009 How do you bottle that experience ? 4. Fancy a Coffee?
  • 4. Fancy a Coffee?
  • 4. Fancy a Coffee?
  • 5. Coherence, coherence, coherence Finalsite University International OUR PROMISE Applied in multiple contexts to multiple audiences
  • 5. Coherence, coherence, coherence Finalsite University International
  • 5. Coherence, coherence, coherence Curriculum How do kids learn about environmental impact? What is the experience of students at ISB? Finalsite University International Environmental Facilities and Services Committee How is ISB organised? What will students, How will we model parents and faculty good practice? do? External Relations How does ISB communicate its vision? How does it engage resources and partners from outside?
  • 6. Tell me your story Finalsite University International Why do people keep things bottled up inside? It makes no sense. Nothing good comes from that.
  • There it is again…. Admissions and Marketing Conference 2009 As we rush headlong into an exciting future the ancient principles of communication stretching back to ancient times still apply. International Schools CONVERSATION TRUST…
  • 6. Tell me your story Admissions and Marketing Conference 2009 One story. A thousand ways of telling it. International Schools Yet every time it is told, the story changes.
  • 7. Monitoring the Brand Finalsite University International How do you know your brand is successful? Yoghurt Arch Deluxe New Coke Fly in Leather
  • 7. Monitoring the Brand Admissions and Marketing Conference 2009 How do you know your brand is successful? International Schools
  • International Schools Admissions and Marketing Conference 2009 8. Diagnose the pain
  • 9. Understanding why brands fail Admissions and Marketing Conference 2009 •Brand amnesia •Brand ego •Brand megalomania International Schools •Brand deception •Brand fatigue •Brand paranoia •Brand irrelevance Brand Failures: The truth about the 100 biggest branding mistakes of all time (Matt Haig, 2003)
  • 9. Understanding why brands fail Admissions and Marketing Conference 2009 Amnesia Do we know what we stand for? Ego Do we think of ourselves too highly? Megalomania Do we think we can be best at everything? International Schools Deception Does our product match our description? Fatigue Have we run out of ideas? Paranoia Have we lost a sense of ‘self’ in lawsuits, constant reinvention and obsession with competitors? Irrelevance Do we have a product anyone wants any more?
  • International Schools Admissions and Marketing Conference 2009 Do the maths… 10. Build alliances
  • International Schools Admissions and Marketing Conference 2009 10. Build alliances
  • International Schools Admissions and Marketing Conference 2009 10. Build alliances
  • International Schools Admissions and Marketing Conference 2009 + =? 10. Build alliances
  • International Schools Admissions and Marketing Conference 2009 2 10. Build alliances
  • 10. Build alliances Admissions and Marketing Conference 2009 Michael Fullan writes about 8 elements of sustainability. 3. Lateral capacity building through networks International Schools
  • 10. Build alliances VISION PARTNERS Admissions and Marketing Conference 2009 TAKING US FURTHER International Schools THAN WE COULD GO ON OUR OWN
  • Sneaking into 11th Place Admissions and Marketing Conference 2009 Brands have life cycles too. Look after them. They will look after you. International Schools
  • And in the end… Admissions and Marketing Conference 2009 Find simplicity in the complexity Stay learning focused Take risks. Encourage innovation. International Schools Embrace change. Learning from the past. Accept mistakes. Enjoy.
  • To keep the conversation going…. David Willows PhD Director of External Relations International School of Brussels (ISB) Kattenberg 19 Brussels, Belgium Telephone: +32 2 661 4223 GSM: +32 485 732564 Skype: davidwillows Blog: http://davidwillows.squarespace.com www.isb.be www.isb.be The International School of Brussels - Kattenberg 19, 1170 Brussels. Belgium - Tel: 00 32 (2) 661 42 11 - Fax: 00 32 (2) 661 42 00