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EMG KnowledgeBuilder - Five Telltale Signs You Need Brand Architecture…and What to Do About It
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EMG KnowledgeBuilder - Five Telltale Signs You Need Brand Architecture…and What to Do About It

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This KnowledgeBuilder is a presentation of the Educational Marketing Group, Inc. on "Five Telltale Signs You Need Brand Architecture…and What to Do About It". It was presented on September 29, 2011. ...

This KnowledgeBuilder is a presentation of the Educational Marketing Group, Inc. on "Five Telltale Signs You Need Brand Architecture…and What to Do About It". It was presented on September 29, 2011. Learn more about KnowledgeBuilders at http://www.emgonline.com/Academy/Pages/EMG-Academy/KnowledgeBuilders.

What are the benefits and drawbacks of creating brand extensions, sub-brands, and related brands at your institution? What are the differences among them? How do you know if you need them or not? In this workshop, you'll learn the brand and positioning options in a brand architecture process, and how and when brand architecture is used effectively. You'll see case studies of solutions employed by top corporations, colleges, and universities. At the completion of the session, you’ll understand how to determine whether or not brand architecture is the right solution for your institution, and how to begin a constructive campus conversation regarding the creation of a synergistic family of brands that strengthens the entire organization.

This KnowledgeBuilder is designed to teach you:
-the possible options in a brand architecture model
-whether your institution needs brand architecture or not
-the difference among core brand, brand extensions, sub-brands, and independent brands
-who is using brand architecture and how the they are using it
-how to begin a constructive campus conversation at your organization

© 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 KnowledgeBuilder - Five Telltale Signs You Need Brand Architecture…and What to Do About It EMG KnowledgeBuilder - Five Telltale Signs You Need Brand Architecture…and What to Do About It Presentation Transcript

  • KnowledgeBuilderSeptember 29, 2011 Telltale Signs You Need Brand Architecture (and what to do about it)
  • Bob Brock, PresidentEducational Marketing Group, Inc. brand analyst and consultant. blogger. twitter. linkedin. POV tempered by 35 years in marketing and branding. believer in family, hard work, ideas, honesty, and single malts.
  • Marlene Brock, Executive Vice PresidentEducational Marketing Group, Inc. entrepreneur. executive consultant. dog lover. EMG co-founder and principal. change manager. market positioning facilitator. brand counsel to 150+ institutions.
  • session profile1. five signs2. brand architecture3. samples, examples4. starting a discussion5. questions & discussion
  • telltale signs units that offer distinctly different products/services
  • telltale signs units that serve audiences with differentneeds, characterist ics
  • telltale signs unit messaging that is dissonant or contrary
  • telltale signs units that occupy an incongruentmarket position
  • telltale signs multiple identities that compete in the same marketplace
  • which do you see?1. units that offer distinctly different products/services2. units that serve segments with different needs, characteristics3. unit messaging that is dissonant or contrary4. units that occupy incongruent market positions5. multiple units that compete in the same marketplace
  • instant poll: Which of the five telltale signs do you see? (Use your mouse. Check all that apply)
  • definition brand architecture strategically managing how yourorganizational units position themselvesin the marketplace and how they relate to one another
  • why? 1. protects what your brand stands for 2. provides marketing team with top-level support to maintain brand strategy 3. enables major units to build leadership positions in their own competitive marketplaces
  • family of brands • core brand • brand extension • differentiated brand (sub-brand) • independent brand brand categoriesCore Brand Brand Differentiat Independent Extension ed Brand Brand
  • brand extensionprominent units that are integral to the core brandand provide depth and breadth to the brand position: • deliver/support primary services usual suspects: • serve primary audiences • employ core messaging • schools, colleges • foundation • use core creative • alumni affairs • unit name with core signature • research centers • outreach programs • libraries
  • differentiated (sub-brand)distinct mission, personality, and audiences, linkedto core brand for strategic or economic reasons: • prominent units that offer substantively different products/services usual suspects: • serve different segments • named colleges • need unique position for success • athletics • satellite campuses • use derivative signature • distance education • related creative • adult education • business incubators • self-directed, self-funded marketing
  • brand familiesMarriott Corporation core extension differentiated independent
  • brand familiesFederal Expresscoreextensiondifferentiated
  • brand familiesUniversity of Pennsylvania core brand family
  • brand familiesUniversity of Nebraska core extension differentiated
  • positioning ambiguitysending the same messages to dissimilaraudiences with different needs results inaudience confusion, ongoing dissonance of key messages, and an ambiguous market position
  • research can identify divergent value propositionsmain campus • balance of academic credentials & real-world experience • interactive learning, opportunities for self-expression • richness of student life & campus community • breadth & flexibility of academic optionsonline programs • convenience of class schedules & locations for busy adults • qualified teachers with real-world credentials & experience • degree programs in high-demand professions • excellent customer service & support
  • brand familiesWashington State University core extension differentiated independent
  • three questions1. are the products and services the unit provides significantly different?2. what are the needs and characteristics of the unit’s primary audiences?3. does the unit require market differentiation to be successful?
  • step by step1. identify the major brand architecture challenges you’re facing2. engage leadership in benefits of brand architecture3. engage administrators on the benefits of brand architecture4. do the research – survey and/or focus groups
  • KnowledgeBuilderSeptember 29, 2011 Discussion