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Managing Brand Consistency Through Presidential Transitions

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AMA Symposium on Higher Education
New Orleans, LA
November 12, 2012

Peter Holloran – President Cognitive Marketing Inc.
Janet Morgan Riggs - President Gettysburg College
Paul Redfern - Executive Director of Communications & Marketing Gettysburg College

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Managing Brand Consistency Through Presidential Transitions

  1. 1. Managing Brand Consistency Through Presidential Transitions AMA Conference New Orleans, LA November 12, 2012 Peter Holloran – President Cognitive Marketing Inc. Janet Morgan Riggs - President Gettysburg CollegePaul Redfern - Executive Director of Communications & Marketing Gettysburg College Managing Brand Consistency Through Presidential 1
  2. 2. Our Premise• Your brand is your framework for the effective telling of the your story: not the story of a given presidency.• Take care to develop your brand: not every brand articulation deserves to survive a transition.• A great brand strategy by definition is designed to grow in strength and relevance with the institution it presents. If yours is a truthful, accessible, and compelling brand identity, it can bend without breaking. Managing Brand Consistency Through Presidential 2
  3. 3. Questions we‟ll address• So what makes new leadership decide to retain instead of replace a brand?• What sort of brand building process can increase the likelihood that a new president will stick with it?• How do you educate your board and senior leadership team?• Why should you care? Managing Brand Consistency Through Presidential 3
  4. 4. Great „brand‟ schools have:• Histories in which they take pride• Traditions that bind the generations• Alumni who remain engaged for life• The confidence to be themselves Managing Brand Consistency Through Presidential 4
  5. 5. When developing your brand, be sure it is:• Rooted in the institution’s core values• Distinguishing• Single-minded but inclusive• Reflective of your reality and your aspiration• Timeless, eloquent, elegant Managing Brand Consistency Through Presidential 5
  6. 6. Your new president is more likely to stick with your brand ifit: • Isn’t personal to the previous president • Is undeniably true • Hasn’t been beaten to death through overexposure or poor stewardship • Is fertile enough soil in which to grow the legacy of a new administration • Exists as more than an ad campaign or a ―tagline‖ • Is flexible enough to bend Managing Brand Consistency Through Presidential 6
  7. 7. Your new president would be wise to“rebrand” if:• The brand is thin, frail or obsolete• The brand cannot support a new administration’s mandate• The brand speaks narrowly to a previous administration’s ―version‖ of the truth of the institution Managing Brand Consistency Through Presidential 7
  8. 8. Why is it desirable that a well-conceivedbrand outlive those who created it?• Because your brand is your institution’s story, and so long as the institution exists, it can never be completely told• Because your brand is supposed to help you build institutional reputation, and its capacity to do this expands with the passage of time• Because it’s clear evidence of institutional integrity, good stewardship, and constancy of purpose Managing Brand Consistency Through Presidential 8
  9. 9. Pres. Haaland • Marketing Committee holds brand reshaped to be Brand Council development • Search for new President Pres. Riggs workshop begins, positioning statement era begins used2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Long-term •New seal • Key messages brand for 175th adopted strategy • Integrated approved marketing plan and Pres. Will developed implemented retains brand strategy Managing Brand Consistency Through Presidential 9
  10. 10. The Brand Signature of Gettysburg College: Do great work Managing Brand Consistency Through Presidential 10
  11. 11. Building brand coherent traditions:• Class Flags/Convocation/Graduation• The First-Year Walk• The new and more proudly displayed college seal• The History of the College exhibit Managing Brand Consistency Through Presidential 11
  12. 12. Considerations for maintaining brand:• Just getting traction• Represents Gettysburg well Managing Brand Consistency Through Presidential 12
  13. 13. Promise statement:We will prepare students to lead energetic, engaged, andenlightened lives.Need for change due to close tie to person and priorcampaign.Gettysburg College prepares students to be leaders and activecitizens in their professions, communities, nations and theworld. Managing Brand Consistency Through Presidential 13
  14. 14. Brand as it exists today• Do Great Work• Gettysburg Great• What does it take to be Gettysburg Great?• What will you do to be Gettysburg Great?• Gettysburgreat—a campaign to make Gettysburg and Great inseparable• Examples of living the brand Managing Brand Consistency Through Presidential 14
  15. 15. Some Do‟s and Don‟ts• Do: take care to guide the use of your brand, but also take care not to suffocate it.• Don’t: treat it like an ad campaign, or it will wear thin like an ad campaign• Do: think broadly about building brand; remember, it’s a three- dimensional idea, not a three-word phrase!• Don’t: Let your brand devolve to nothing more than a slogan—live it!• Do: treat the brand with the same respect you wish others to give it• Don’t: be impatient. The brand needs ultimately to come to live in the minds and hearts of people, and for that to happen, one needs to take time and care with it. Managing Brand Consistency Through Presidential 15
  16. 16. Peter Holloran – President Cognitive Marketing Inc. peterh@cogmark.comJanet Morgan Riggs - President Gettysburg CollegePaul Redfern - Executive Director of Communications & Marketing Gettysburg College predfern@gettysburg.edu Managing Brand Consistency Through Presidential 16

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