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2011 Universities’ Marketing, Communications and Development ConferenceBuilding a brand-driven organisation:      Taking b...
CASE STUDY: Murdoch University             90 South Street   Murdoch   Western Australia
Sir Walter Murdoch
ResearchConducted in 2006 to understand the brand meaning
DiscovererCORE DESIRE:The freedom to find out who you are through exploring the world.GOAL:To experience a better, more au...
BRAND MEANING Murdoch University is the placethat brings free thinkers together      to let them discover
Then we did all the usual things…
Presentation folders
Television commercials
•   TV and press ads
But more than that, the Murdoch brand has become          an intrinsic partof its broader corporate initiatives.
The Student CentreWorked with architects to ensure theinterior design reflected the brandOpened in 2010
Brand workshops‘The Murdoch Way’ workshops have beenrolled out across the University over thepast 18 months.Participation ...
Customer service workshopsPresented a module to communicate thelink between brand and customer service
Staff inductionPresent a module on the Murdoch brandas part of the monthly induction programfor new staff
University initiativeseg International Discovery Scholarships Scheme
Sponsorship of the Blues ‘n Roots Festival
Our six guiding principles
Ensure you havethe right people in your team
Truly, deeply  understandyour brand DNA
This article appeared in The WesternAustralian newspaper on February 24 1975,36 years ago. This could have been writtentod...
Engage with staff    at all levels –you need their buy-in     for success
2010 Staff Satisfaction SurveyQuestion: What are the strengths of Murdoch?
2010 Staff Satisfaction SurveyQuestion: What are the strengths of Murdoch?
Providea brand in a language that your university     community     understands   – and can use
encountersopen                     free thinking       creative                          welcomesocial conscience         ...
Take every opportunity   to communicate    that the brandis so much more than    visual identity
Accept thatbuilding a brand  does happen  organically
The final word from a Murdoch student…
Excerpt from a Metior article by the Murdoch University Guild of Students, 2008
Thank you        Helen Moorhead,Associate Director Brand Marketing  h.moorhead@murdoch.edu.au        Mob 0419 809 113
Umcd conference building a brand driven organisation
Umcd conference building a brand driven organisation
Umcd conference building a brand driven organisation
Umcd conference building a brand driven organisation
Umcd conference building a brand driven organisation
Umcd conference building a brand driven organisation
Umcd conference building a brand driven organisation
Umcd conference building a brand driven organisation
Umcd conference building a brand driven organisation
Umcd conference building a brand driven organisation
Umcd conference building a brand driven organisation
Umcd conference building a brand driven organisation
Umcd conference building a brand driven organisation
Umcd conference building a brand driven organisation
Umcd conference building a brand driven organisation
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Umcd conference building a brand driven organisation

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Murdoch University is a tertiary education institution which uses brand meaning and brand values to inform corporate strategy. It has taken the brand beyond marketing and onto the corporate table. It all started in 2006 when the University embarked on an ambitious branding program to understand what it stood for, and then use this knowledge to market the University in an authentic way that was true to its meaning.

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Umcd conference building a brand driven organisation

  1. 1. 2011 Universities’ Marketing, Communications and Development ConferenceBuilding a brand-driven organisation: Taking brand beyond marketing and onto the corporate table Helen Moorhead Associate Director Brand Marketing h.moorhead@murdoch.edu.au 0419 809 113
  2. 2. CASE STUDY: Murdoch University 90 South Street Murdoch Western Australia
  3. 3. Sir Walter Murdoch
  4. 4. ResearchConducted in 2006 to understand the brand meaning
  5. 5. DiscovererCORE DESIRE:The freedom to find out who you are through exploring the world.GOAL:To experience a better, more authentic, more fulfilling life.
  6. 6. BRAND MEANING Murdoch University is the placethat brings free thinkers together to let them discover
  7. 7. Then we did all the usual things…
  8. 8. Presentation folders
  9. 9. Television commercials
  10. 10. • TV and press ads
  11. 11. But more than that, the Murdoch brand has become an intrinsic partof its broader corporate initiatives.
  12. 12. The Student CentreWorked with architects to ensure theinterior design reflected the brandOpened in 2010
  13. 13. Brand workshops‘The Murdoch Way’ workshops have beenrolled out across the University over thepast 18 months.Participation is voluntary.
  14. 14. Customer service workshopsPresented a module to communicate thelink between brand and customer service
  15. 15. Staff inductionPresent a module on the Murdoch brandas part of the monthly induction programfor new staff
  16. 16. University initiativeseg International Discovery Scholarships Scheme
  17. 17. Sponsorship of the Blues ‘n Roots Festival
  18. 18. Our six guiding principles
  19. 19. Ensure you havethe right people in your team
  20. 20. Truly, deeply understandyour brand DNA
  21. 21. This article appeared in The WesternAustralian newspaper on February 24 1975,36 years ago. This could have been writtentoday!
  22. 22. Engage with staff at all levels –you need their buy-in for success
  23. 23. 2010 Staff Satisfaction SurveyQuestion: What are the strengths of Murdoch?
  24. 24. 2010 Staff Satisfaction SurveyQuestion: What are the strengths of Murdoch?
  25. 25. Providea brand in a language that your university community understands – and can use
  26. 26. encountersopen free thinking creative welcomesocial conscience discovery flexible explore
  27. 27. Take every opportunity to communicate that the brandis so much more than visual identity
  28. 28. Accept thatbuilding a brand does happen organically
  29. 29. The final word from a Murdoch student…
  30. 30. Excerpt from a Metior article by the Murdoch University Guild of Students, 2008
  31. 31. Thank you Helen Moorhead,Associate Director Brand Marketing h.moorhead@murdoch.edu.au Mob 0419 809 113

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