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  • Workflow: The next big thing for business software guys isn't automating more-and-more behaviors of their customers. It's going to be meeting the desires of people to be appropriately, commercially, efficiently, measureably social and community-centric in a business context.
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  • Aug Branding1

    1. 1. Branding Strategy Discussion Augsburg College Rebecca John November 18, 2009
    2. 2. Brands!
    3. 3. Topic 1 How do we maintain and grow our brand ?
    4. 4. A Brand is… <ul><li>… the sum of the good, the bad, the ugly and the off-strategy. It is your best and worst product. It is your best and worst employee. </li></ul><ul><li>It is communicated through award-winning advertising as well as those ads that slipped through the approval cracks. It is your on-hold music and the demeanor of the receptionist. It is the carefully crafted comments by a CEO as well as negative buzz by the water cooler or in chat rooms on the Internet. </li></ul><ul><li>Brand is expressed through written, audio and visual content. It is interpreted through emotional filters every human being has—where anything can happen. </li></ul>– Scott White, branding consultant
    5. 5. A Brand is… <ul><li>… the sum of the good, the bad, the ugly and the off-strategy. It is your best and worst product. It is your best and worst employee. </li></ul><ul><li>It is communicated through award-winning advertising as well as those ads that slipped through the approval cracks. It is your on-hold music and the demeanor of the receptionist. It is the carefully crafted comments by a CEO as well as negative buzz by the water cooler or in chat rooms on the Internet. </li></ul><ul><li>Brand is expressed through written, audio and visual content. It is interpreted through emotional filters every human being has—where anything can happen. </li></ul>– Scott White, branding consultant
    6. 6. A Brand is… <ul><li>… the sum of the good, the bad, the ugly and the off-strategy . It is your best and worst product. It is your best and worst employee. </li></ul><ul><li>It is communicated through award-winning advertising as well as those ads that slipped through the approval cracks. It is your on-hold music and the demeanor of the receptionist. It is the carefully crafted comments by a CEO as well as negative buzz by the water cooler or in chat rooms on the Internet. </li></ul><ul><li>Brand is expressed through written, audio and visual content. It is interpreted through emotional filters every human being has—where anything can happen. </li></ul>– Scott White, branding consultant
    7. 7. A Brand is… <ul><li>… the sum of the good, the bad, the ugly and the off-strategy . It is your best and worst product . It is your best and worst employee. </li></ul><ul><li>It is communicated through award-winning advertising as well as those ads that slipped through the approval cracks. It is your on-hold music and the demeanor of the receptionist. It is the carefully crafted comments by a CEO as well as negative buzz by the water cooler or in chat rooms on the Internet. </li></ul><ul><li>Brand is expressed through written, audio and visual content. It is interpreted through emotional filters every human being has—where anything can happen. </li></ul>– Scott White, branding consultant
    8. 8. A Brand is… <ul><li>… the sum of the good, the bad, the ugly and the off-strategy . It is your best and worst product . It is your best and worst employee . </li></ul><ul><li>It is communicated through award-winning advertising as well as those ads that slipped through the approval cracks. It is your on-hold music and the demeanor of the receptionist. It is the carefully crafted comments by a CEO as well as negative buzz by the water cooler or in chat rooms on the Internet. </li></ul><ul><li>Brand is expressed through written, audio and visual content. It is interpreted through emotional filters every human being has—where anything can happen. </li></ul>– Scott White, branding consultant
    9. 9. A Brand is… <ul><li>… the sum of the good, the bad, the ugly and the off-strategy . It is your best and worst product . It is your best and worst employee . </li></ul><ul><li>It is communicated through award-winning advertising as well as those ads that slipped through the approval cracks. It is your on-hold music and the demeanor of the receptionist. It is the carefully crafted comments by a CEO as well as negative buzz by the water cooler or in chat rooms on the Internet. </li></ul><ul><li>Brand is expressed through written, audio and visual content. It is interpreted through emotional filters every human being has—where anything can happen. </li></ul>– Scott White, branding consultant
    10. 10. A Brand is… <ul><li>… the sum of the good, the bad, the ugly and the off-strategy . It is your best and worst product . It is your best and worst employee . </li></ul><ul><li>It is communicated through award-winning advertising as well as those ads that slipped through the approval cracks . It is your on-hold music and the demeanor of the receptionist. It is the carefully crafted comments by a CEO as well as negative buzz by the water cooler or in chat rooms on the Internet. </li></ul><ul><li>Brand is expressed through written, audio and visual content. It is interpreted through emotional filters every human being has—where anything can happen. </li></ul>– Scott White, branding consultant
    11. 11. A Brand is… <ul><li>… the sum of the good, the bad, the ugly and the off-strategy . It is your best and worst product . It is your best and worst employee . </li></ul><ul><li>It is communicated through award-winning advertising as well as those ads that slipped through the approval cracks . It is your on-hold music and the demeanor of the receptionist. It is the carefully crafted comments by a CEO as well as negative buzz by the water cooler or in chat rooms on the Internet. </li></ul><ul><li>Brand is expressed through written, audio and visual content. It is interpreted through emotional filters every human being has—where anything can happen. </li></ul>– Scott White, branding consultant
    12. 12. A Brand is… <ul><li>… the sum of the good, the bad, the ugly and the off-strategy . It is your best and worst product . It is your best and worst employee . </li></ul><ul><li>It is communicated through award-winning advertising as well as those ads that slipped through the approval cracks . It is your on-hold music and the demeanor of the receptionist . It is the carefully crafted comments by a CEO as well as negative buzz by the water cooler or in chat rooms on the Internet. </li></ul><ul><li>Brand is expressed through written, audio and visual content. It is interpreted through emotional filters every human being has—where anything can happen. </li></ul>– Scott White, branding consultant
    13. 13. A Brand is… <ul><li>… the sum of the good, the bad, the ugly and the off-strategy . It is your best and worst product . It is your best and worst employee . </li></ul><ul><li>It is communicated through award-winning advertising as well as those ads that slipped through the approval cracks . It is your on-hold music and the demeanor of the receptionist . It is the carefully crafted comments by a CEO as well as negative buzz by the water cooler or in chat rooms on the Internet. </li></ul><ul><li>Brand is expressed through written, audio and visual content. It is interpreted through emotional filters every human being has—where anything can happen. </li></ul>– Scott White, branding consultant
    14. 14. A Brand is… <ul><li>… the sum of the good, the bad, the ugly and the off-strategy . It is your best and worst product . It is your best and worst employee . </li></ul><ul><li>It is communicated through award-winning advertising as well as those ads that slipped through the approval cracks . It is your on-hold music and the demeanor of the receptionist . It is the carefully crafted comments by a CEO as well as negative buzz by the water cooler or in chat rooms on the Internet. </li></ul><ul><li>Brand is expressed through written, audio and visual content. It is interpreted through emotional filters every human being has—where anything can happen. </li></ul>– Scott White, branding consultant
    15. 15. A Brand is… <ul><li>… the sum of the good, the bad, the ugly and the off-strategy . It is your best and worst product . It is your best and worst employee . </li></ul><ul><li>It is communicated through award-winning advertising as well as those ads that slipped through the approval cracks . It is your on-hold music and the demeanor of the receptionist . It is the carefully crafted comments by a CEO as well as negative buzz by the water cooler or in chat rooms on the Internet. </li></ul><ul><li>Brand is expressed through written, audio and visual content. It is interpreted through emotional filters every human being has—where anything can happen. </li></ul>– Scott White, branding consultant
    16. 16. A Brand is… <ul><li>… the sum of the good, the bad, the ugly and the off-strategy . It is your best and worst product . It is your best and worst employee . </li></ul><ul><li>It is communicated through award-winning advertising as well as those ads that slipped through the approval cracks . It is your on-hold music and the demeanor of the receptionist . It is the carefully crafted comments by a CEO as well as negative buzz by the water cooler or in chat rooms on the Internet. </li></ul><ul><li>Brand is expressed through written, audio and visual content. It is interpreted through emotional filters every human being has—where anything can happen. </li></ul>– Scott White, branding consultant
    17. 17. A Brand is… <ul><li>… the sum of the good, the bad, the ugly and the off-strategy . It is your best and worst product . It is your best and worst employee . </li></ul><ul><li>It is communicated through award-winning advertising as well as those ads that slipped through the approval cracks . It is your on-hold music and the demeanor of the receptionist . It is the carefully crafted comments by a CEO as well as negative buzz by the water cooler or in chat rooms on the Internet. </li></ul><ul><li>Brand is expressed through written, audio and visual content. It is interpreted through emotional filters every human being has— where anything can happen . </li></ul>– Scott White, branding consultant
    18. 18. Topic 1 <ul><li>How do we maintain and grow </li></ul><ul><li>our brand ? </li></ul><ul><li>our promise ? </li></ul><ul><li>our reputation ? </li></ul><ul><li>the collection of feelings and perceptions people have about us? </li></ul>
    19. 19. The 5 Most Important Questions Results Plan
    20. 20. 1. Business Mission
    21. 21. 1. Business Mission <ul><li>Future leaders in service to the world </li></ul><ul><li>Liberal arts education shaped by </li></ul><ul><li>Christian faith and values </li></ul><ul><li>metropolitan setting </li></ul><ul><li>intentionally diverse campus community </li></ul>
    22. 22. 2. Target Audiences <ul><li>Target ≠ everyone </li></ul><ul><li>Key groups: </li></ul><ul><li>High school students and their parents </li></ul><ul><li>Twin Cities professionals </li></ul><ul><li>Employers </li></ul><ul><li>Alumni </li></ul><ul><li>Other major finanical supporters </li></ul><ul><li>Current students </li></ul><ul><li>Faculty and staff </li></ul>
    23. 23. 3. What the Target Customer Values <ul><li>Quality education experience </li></ul><ul><li>Skills for succeeding in a diverse and interconnected world </li></ul><ul><li>Affordability </li></ul><ul><li>Civic engagement </li></ul><ul><li>Financial success AND a meaningful life </li></ul><ul><li>– Higher Education Research Institute, 2009 </li></ul>
    24. 24. Results Plan <ul><li>Listen </li></ul><ul><li>Learn </li></ul><ul><li>Engage </li></ul>
    25. 25. 4. Results to Date Results Plan
    26. 26. Body of Work
    27. 27. 4. Results to Date – External Analysis Results Plan <ul><li>Observations: </li></ul><ul><li>Number of initiatives </li></ul><ul><li>Design/content standards </li></ul><ul><li>Workflow tools </li></ul><ul><li>Social media </li></ul><ul><li>Abundance of content: </li></ul><ul><ul><li>Audience effort/ability to consume </li></ul></ul>
    28. 28. Results Plan
    29. 29. 5. Planning Considerations Plan <ul><li>KeyTrends/Considerations: </li></ul><ul><li>Transformation in education experience expectations </li></ul><ul><li>Video </li></ul><ul><li>Consumer managed content </li></ul><ul><li>Storytelling </li></ul><ul><li>Audience intra-action </li></ul>
    30. 30. Topic 2: Co-Branding
    31. 31. Brand Relationship Spectrum House of Brands Endorsed Brands Subbrands Branded House
    32. 32. Higher Education Examples Branded House
    33. 33. Considerations for a New Brand ??  ? 
    34. 34. A Name is Not a Brand
    35. 35. A Name is Not a Brand
    36. 36. Higher Education Examples
    37. 37. Higher Education Examples
    38. 38. Brands!
    39. 39. Branding Strategy Discussion Rebecca John November 18, 2009

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