What Makes You Different Makes You Stronger


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The key to forging a strong identity for your school or organization is knowing what sets you apart from everyone else: what you do/have/offer that no one else does…at least not quite the way you do. Do you know what truly differentiates you? Do your students and faculty and constituents? Is your standout quality a part of the story you’re telling? This interactive, lively, informal table session - full of case studies and real-world examples - will guide you through the process of answering these questions for your community...and put you on the path towards more authentic branding for your entire organization.

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  • Your vision helps attract and retain .. Because it creates value that extends beyond one-off campaigns resonance Cuts thru noise, influences beliefs and behavior
  • And those of your customers. Between what you do and stand for and what THEY value and want to achieve with and through your brand. They’re motivated by many different causes and feel they can have an impact on each of them Thinking about family, society, values, and loyalty Your BRAND, the sum of your words and actions the carrier of what you stand for, your: promises, expectations, experiences; capabilities, strengths, attributes; position in the competitive environment…. The most important intersection these days (and always) is between your brand…
  • What Makes You Different Makes You Stronger

    1. 1. <ul><li>What makes you different makes you stronger </li></ul><ul><li>CASE D1 – 27 January 2011 </li></ul>
    2. 2. Who I am <ul><li>Tamsen McMahon </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>@tamadear </li></ul></ul><ul><li>Sametz Blackstone Associates </li></ul><ul><ul><li>www.sametz.com </li></ul></ul><ul><ul><li>www.sametz.com/roundthesquare </li></ul></ul><ul><ul><li>@sametz </li></ul></ul><ul><li>Brass Tack Thinking </li></ul><ul><ul><li>brasstackthinking.com </li></ul></ul>
    3. 3. Setting the stage
    4. 4. <ul><li>EXERCISE: What do you want people to know about your institution? </li></ul>
    5. 5. <ul><li>What’s your “lobby pitch”? </li></ul>http://www.flickr.com/photos/stevensnodgrass/4017403148/
    6. 6. Now, cross any of these off…
    7. 8. It’s okay. You’re not alone.
    8. 9. <ul><li>XXXXXXXXXXXXX educates the most promising students and prepares them for a lifetime of learning and of responsible leadership, through a faculty dedicated to teaching and the creation of knowledge. </li></ul>
    9. 10. <ul><li>XXXXXXXXXXXX is committed to fostering excellence in academics, the arts, and athletics within a vibrant, caring community. With emphasis on integrity, leadership, diversity, and service as well as on respect for self and others, XXXXXX provides its students with a unique opportunity to prepare themselves for the challenges and choices they will face as … citizens of the world. </li></ul>© Sametz Blackstone Associates
    10. 11. <ul><li>XXXX combines world-class academic programs with an active campus life that offers students countless leadership and volunteer options and rich opportunities after graduation…. Faculty members—world-class teachers and scholars committed to liberal arts education—collaborate with students in a learning experience that is transformational for both. </li></ul>© Sametz Blackstone Associates
    11. 12. Here's the problem:
    12. 14. <ul><li>You need to be here: </li></ul>
    13. 15. <ul><li>Not here. </li></ul>
    14. 16. <ul><li>Or there. </li></ul>
    15. 17. <ul><li>But when you use these… </li></ul>
    16. 18. <ul><li>You’re adding to this. </li></ul>
    17. 19. You need to stand out from the noise.
    18. 20. <ul><li>And the herd. </li></ul>© Sametz Blackstone Associates
    19. 21. <ul><li>Which means taking the noise away. </li></ul>
    20. 22. <ul><li>And figuring out what makes you different. </li></ul>
    21. 23. <ul><li>And figuring out what makes you different. </li></ul><ul><li>Really different. </li></ul>
    22. 24. Like this:
    23. 25. <ul><li>XXXXXXXXXXXX , located in the heart of Boston, Massachusetts, is the nation’s premiere institution in higher education devoted to communication and the arts in a liberal arts context. </li></ul>© Sametz Blackstone Associates
    24. 26. <ul><li>XXXXXXXXXXX is distinctive among U.S. and international universities in having two faculties, in business and in the arts and sciences, which are unified in their educational mission. XXXXX may therefore be understood as a university within a business school — a university because of the character and scope of its education and research agendas, and a business school because of its orientation.  </li></ul>© Sametz Blackstone Associates
    25. 27. <ul><li>XXXXXXXX regards education as a sensual and ethical, no less than an intellectual, process. It seeks to liberate and nurture the individuality, the creative intelligence, and the ethical and aesthetic sensibility of its students, to the end that their richly varied natural endowments will be directed toward self-fulfillment and toward constructive social purposes. </li></ul><ul><li>We believe that these educational goals are best served by demanding of our students active participation in the planning of their own programs, and in the regulation of their own lives on campus. </li></ul>© Sametz Blackstone Associates
    26. 28. Getting there
    27. 29. <ul><li>1) Take out the noise. </li></ul>
    28. 30. <ul><li>And what isn’t true. </li></ul>
    29. 31. <ul><li>2) Heighten contrast. </li></ul>
    30. 32. <ul><li>3) Add dimension. </li></ul>
    31. 33. <ul><li>And detail. </li></ul>
    32. 34. What’s different?
    33. 35. What you do
    34. 37. © Sametz Blackstone Associates
    35. 38. © Sametz Blackstone Associates
    36. 39. © Sametz Blackstone Associates
    37. 40. Specific programs
    38. 44. How you do it
    39. 45. © Sametz Blackstone Associates
    40. 49. Who you are
    41. 53. Where you are
    42. 57. Who’s on the faculty
    43. 59. Who your students are
    44. 60. Who your students are
    45. 62. <ul><li>Who your students were </li></ul>
    46. 63. It’s all about results.
    47. 64. <ul><li>How what you deliver… </li></ul>yours
    48. 65. <ul><li>… matches what they want. </li></ul>
    49. 66. Going further
    50. 67. <ul><li>EXERCISE: Mission Programs Method Status Location Faculty Students Alumni </li></ul>What’s different?
    51. 68. More ideas…
    52. 69. <ul><li>EXERCISE: What would be lost? </li></ul>
    53. 70. <ul><li>EXERCISE: If you were a ______ what would you be? (person, color, tree) </li></ul>
    54. 71. <ul><li>EXERCISE: What's your personality? </li></ul>
    55. 72. <ul><li>EXERCISE: Ask students / faculty / staff / administration / alumni why they're there (or were) </li></ul>
    56. 73. <ul><li>EXERCISE: Look at what people say in un official channels (or in comments on official ones) </li></ul>
    57. 74. Wrapping up
    58. 75. <ul><li>EXERCISE: Rewrite your “lobby pitch.” </li></ul>
    59. 76. Be different. Be you.
    60. 77. <ul><li>1) Take out the noise. </li></ul>
    61. 78. <ul><li>2) Heighten contrast. </li></ul>
    62. 79. <ul><li>3) Add dimension. </li></ul>
    63. 80. Because you’re not just part of the herd.
    64. 81. © Sametz Blackstone Associates
    65. 82. <ul><li>You’re remarkable. </li></ul>
    66. 84. Who I am <ul><li>Tamsen McMahon </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>@tamadear </li></ul></ul><ul><li>Sametz Blackstone Associates </li></ul><ul><ul><li>www.sametz.com </li></ul></ul><ul><ul><li>www.sametz.com/roundthesquare </li></ul></ul><ul><ul><li>@sametz </li></ul></ul><ul><li>Brass Tack Thinking </li></ul><ul><ul><li>brasstackthinking.com </li></ul></ul>