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EMG Academy KnowledgeBuilder - Build a Successful, Consensus-Based Brand
 

EMG Academy KnowledgeBuilder - Build a Successful, Consensus-Based Brand

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This KnowledgeBuilder is a presentation of the EMG Academy on Build a Successful, Consensus-Based Brand . It was presented on June 1, 2011. Learn more about KnowledgeBuilders at ...

This KnowledgeBuilder is a presentation of the EMG Academy on Build a Successful, Consensus-Based Brand . It was presented on June 1, 2011. Learn more about KnowledgeBuilders at http://www.emgonline.com/Academy/Pages/EMG-Academy/KnowledgeBuilders.

A successful brand platform has the power to energize and mobilize faculty, staff, students, alumni, and friends. It infuses the entire campus community with purpose. It galvanizes faculty and staff to focus and improve their individual performance based on your niche leadership position and your distinctive competitive advantages. It differentiates your institution from competitors, and it guides the allocation of human and economic resources to achieve a unique expression of excellence. It states clearly what you stand for.

How is all of that possible?

The answer lies in a branding process used by colleges across North America. This seminar defines how to stake out a leadership position and build a consensus-driven brand platform.

© 2011 Educational Marketing Group, Inc.
All rights reserved. This document contains protected intellectual property. The information and materials contained herein may not be duplicated, reproduced, or distributed in any manner whatsoever without the prior written consent of Educational Marketing Group, Inc.

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    EMG Academy KnowledgeBuilder - Build a Successful, Consensus-Based Brand EMG Academy KnowledgeBuilder - Build a Successful, Consensus-Based Brand Presentation Transcript

    • Successful, Consensus-Based
      BRAND
      June 1, 2011
      Twitter hashtag: #emgkb
    • Bob BrockPresident and Co-founder
      professional:: 36 years in higher education communications and marketing … co-founding principal of EMG…
      personal ::Colorado evenings… get-togethers with friends…a good suspense novel to read …
      @bobbrock21
      #emgkb
    • Marlene BrockExecutive Vice President and Co-founder
      professional:: strategic counsel to more than 150 organizations… co-founding principal of EMG…
      personal ::relaxing with good music… working in the yard… watching the grandkids learn…
      #emgkb
    • Stephen BiernackiNew Media Specialist/Account Coordinator
      professional :: finding practical and scalable ways for institutions to utilize the newest online services
      personal :: creating music that defines my mood, laughing at my hilarious dog, and running… slowly
      ^SB on @emgonline, @sbiernacki
      /sbiernacki
      #emgkb
    • agenda
      great brands…
      branding process…
      energizing stakeholders…
      brand foundation…
    • brand as an idea
      a brand is the ideathat you want to own in the hearts and minds of your most important audiences
    • brands you know
      innovation, imagination, and simplicity in human-friendly technology
      social activism, sustainable profit, and homemade quality
      creating happiness for people of all ages, everywhere
      made by outdoor enthusiasts for outdoor enthusiasts
      absolutely, positively reliable service
      fast, consistent quality, family-oriented
      universal access to and usability of the world’s information
      inspiring and nurturing the human spirit – one neighborhood at a time
      the original, that refreshes the mind, body, and spirit the world over
      safety first, always
    • brands you know
      innovation, imagination, and simplicity in human-friendly technology
      social activism, sustainable profit, and homemade quality
      creating happiness for people of all ages, everywhere
      made by outdoor enthusiasts for outdoor enthusiasts
      absolutely, positively reliable service
      fast, consistent quality, family-oriented
      universal access to and usability of the world’s information
      inspiring and nurturing the human spirit – one neighborhood at a time
      the original, that refreshes the mind, body, and spirit the world over
      safety first, always
    • brand as an idea
      your branding ideacomes from within…
      • deeply held core values
      • historical competitive advantages
      • strategic areas of focus and growth
      • unique strengths and competencies
    • academic brands
      innovation that solves society’s emerging challenges
      spanning boundaries to create intellectual, cultural, and individual wealth
      academic, cultural, and outdoor adventure
      learn by doing
      the options you need for the future you want
      rich in creative energy and intellectual challenge
      forward-focused thinking and real-world impact
      personal engagement and challenge from day one
    • academic brands
      innovation that solves society’s emerging challenges
      personal engagement and challenge from your very first day
      rich in creative energy and intellectual challenge
      the options you need for the future you want
      spanning boundaries to create intellectual, cultural, and individual wealth
      forward-focused thinking and real-world impact
      learn by doing
      academic, cultural, and outdoor adventure
    • branding process
      Research & Analysis
      where are you now? . . . . . . . . . . . . . . . . . . . . . .
      where do you want to be?. . . . . . . . . . . . . . . . . .
      what do you look & sound like? . . . . . . . . . . . . .
      how do you get where you’re going? . . . . . . . . .
      Positioning &Strategic Planning
      CreativeDevelopment
      Execution & Measurement
    • #emgkb
      now, a little about you…
      instant poll
      where are you in the branding process?
      Thinking about branding
      Step 1: research & analysis
      Step 2: positioning & planning
      Step 3: creative development
      Step 4: execution & measurement
    • consensus-based branding
      bring internal stakeholders into the process as early and as often as possible
    • pride and power
      • infuses the community with pride and purpose
      • energizes faculty & staff to improve performance
      • mobilizes faculty, staff, students & alumni as brand advocates
      • guides allocation of human & economic resources
    • Awareness
      Attitude
      Advocacy
      working together
      • Academic programs
      • Campus experience
      • Faculty/staff relationships
      • Service & support
      Delight
      Purchase
      FACULTY& STAFF
      RECRUITERS
      • Campus visits/tours
      • Website
      • Social networking
      • Recruiter relationships
      Preference
      Interest
      MARKETING
      • Website
      • Advertising
      • Collateral
      • Communications
    • #emgkb
      now, a little about you…
      instant poll
      who is on board with your branding process?
      Leadership
      Faculty
      Staff
      Students
      Alumni
    • 1
      where are you now?
      data convinces…don’t skip the research!
      • audit of current brand messaging and presentation
      • benchmarking staff, resources, and process
      • analysis of major competitor positioning
      • external awareness and perceptions
    • 1
      where are you now?
      meaningful involvement builds ownership
      • CEO letter explaining process, importance & asking for personal involvement
      • preview articles on intranet, faculty/staff & student newspapers
      • open presentations building campus interest
      • interviews with deans, administrators, faculty & student leaders, alumni, community leaders
      • presentations to alumni, students
    • 2
      where do you want to be?
      positioning statement defines your category and leadership market position
      brand promise shorthand for what you stand for, what you promise to deliver
      brand drivers attributes that enable you to deliver on your brand promise
    • 2
      where do you want to be?
      meaningful involvement builds ownership
      • stakeholder survey on strengths, weaknesses
      • stakeholder discussion groups
      • extended leadership retreat
      • feedback from key influencers
      • internal rollout of strategy
    • 3
      What do you look & sound like?
      • logo update/refresh
      • strategic tagline
      • creative explorations
      • creative testing
      • campaign build-out
      • online brand toolkit
    • 3
      What do you look & sound like?
      meaningful involvement builds ownership
      • marketing team uses collaborative input to develop creative
      • presentations to administrators, leaders
      • brand celebration event/unveiling
      • articles on web, newsletter, student paper
    • 4
      How will you get where you’re going?
      • strategic, measurable goals
      • integrated marketing plan
      • publications schedule
      • media plan
      • implement branding tools
    • 4
      How will you get where you’re going?
      meaningful involvement builds ownership
      • integrated tactics
      • talking points
      • branded boilerplate descriptions
      • unit presentations (brand platform)
      • internal poster campaign (brand platform)
      • staff training
      • new employee training
    • close up: brand platform
      brand platform is a crucial foundation
      • concise statement of messaging and strategy
      • legitimizes the brand position
      • guide for consistent messaging
      • tool for training staff
      • defines institutional priorities
    • Brand Promise
      Brand Drivers
      Positioning Statement
      brand platform
      essential qualities
      differentiates you through niche leadership position
      has intrinsic value and importance for audiences
      you are uniquely equipped to deliver it
      timeless and relevantover many years
    • getting to one
      brands differentiate in many ways
      • history of leadership (Harvard)
      • location (U. of Maine Presque Isle)
      • quality of learning experience (Shenandoah)
      • real-world, hands-on training (Cal Poly)
      • forward-thinking attitude (Old Dominion)
      • leading edge research (Virginia Tech)
      • excellent student outcomes (Clarkson)
    • getting to one
      but the positioning possibilities are infinite
      • level of student involvement
      • remarkable campus facilities
      • network of influential grads
      • urban/rural campus experience
      • moral or ethical approach
      • unique attitude toward life
      • heritage of excellence
      • exciting campus life
      • outstanding student support
      • religious affiliation
      • student activities
      • global perspective
      • great career placement
      • spirit of entrepreneurialism
    • #emgkb
      more input from you…
      instant poll
      Has your institution identified a differentiated niche leadership position?
      Yes
      No
      Not sure
    • summary
      Strong, enduring brands are not built by rules and regulations mandating consistency, but by nurturing personal belief in and ownership of the idea for which your institution stands.
    • thank you
      #emgkb