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KnowledgeBuilderSeptember 29, 2011                             Telltale Signs                     You Need Brand Architect...
Bob Brock, PresidentEducational Marketing Group, Inc.   brand analyst and consultant.   blogger. twitter. linkedin.   POV ...
Marlene Brock, Executive Vice PresidentEducational Marketing Group, Inc.     entrepreneur. executive consultant. dog lover...
session profile1.   five signs2.   brand architecture3.   samples, examples4.   starting a discussion5.   questions & disc...
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 nee...
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 mark...
why?                           1. protects what your                                  brand stands for                    ...
family of brands         • core brand         • brand extension         • differentiated brand (sub-brand)         • indep...
brand extensionprominent units that are integral to the core brandand provide depth and breadth to the brand position:  • ...
differentiated (sub-brand)distinct mission, personality, and audiences, linkedto core brand for strategic or economic reas...
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, o...
research can identify divergent value propositionsmain campus  •   balance of academic credentials & real-world experience...
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 an...
step by step1. identify the major brand architecture   challenges you’re facing2. engage leadership in benefits of brand  ...
KnowledgeBuilderSeptember 29, 2011                     Discussion
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. 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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Transcript of "EMG KnowledgeBuilder - Five Telltale Signs You Need Brand Architecture…and What to Do About It"

  1. 1. KnowledgeBuilderSeptember 29, 2011 Telltale Signs You Need Brand Architecture (and what to do about it)
  2. 2. 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.
  3. 3. 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.
  4. 4. session profile1. five signs2. brand architecture3. samples, examples4. starting a discussion5. questions & discussion
  5. 5. telltale signs units that offer distinctly different products/services
  6. 6. telltale signs units that serve audiences with differentneeds, characterist ics
  7. 7. telltale signs unit messaging that is dissonant or contrary
  8. 8. telltale signs units that occupy an incongruentmarket position
  9. 9. telltale signs multiple identities that compete in the same marketplace
  10. 10. 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
  11. 11. instant poll: Which of the five telltale signs do you see? (Use your mouse. Check all that apply)
  12. 12. definition brand architecture strategically managing how yourorganizational units position themselvesin the marketplace and how they relate to one another
  13. 13. 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
  14. 14. family of brands • core brand • brand extension • differentiated brand (sub-brand) • independent brand brand categoriesCore Brand Brand Differentiat Independent Extension ed Brand Brand
  15. 15. 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
  16. 16. 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
  17. 17. brand familiesMarriott Corporation core extension differentiated independent
  18. 18. brand familiesFederal Expresscoreextensiondifferentiated
  19. 19. brand familiesUniversity of Pennsylvania core brand family
  20. 20. brand familiesUniversity of Nebraska core extension differentiated
  21. 21. positioning ambiguitysending the same messages to dissimilaraudiences with different needs results inaudience confusion, ongoing dissonance of key messages, and an ambiguous market position
  22. 22. 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
  23. 23. brand familiesWashington State University core extension differentiated independent
  24. 24. 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?
  25. 25. 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
  26. 26. KnowledgeBuilderSeptember 29, 2011 Discussion

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