Brandtastic 1

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What are the benefits of a brand strategy and why should you care? This presentation look at what some leading minds in branding have to say about this, and why it matters to institutions within education. It also provides an overview of how social media fits into the branding equation and some current examples of good branding on the web. Presented by Doug Gapinski, mStoner, and Patricia Vandenberg, Executive Director of Communications and Strategic Initiatives, Mount Holyoke, at CASE I in Boston, MA, January 2010.

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Brandtastic 1

  1. 1. BRANDTASTIC a branding presentation and workshop in two parts Friday, January 29, 2010
  2. 2. Patricia Vandenberg Mount Holyoke College Doug Gapinski mStoner Executive Director of Communications and Strategic Initiatives Creative Director Friday, January 29, 2010
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  4. 4. I. Presentation • What is a brand? • Why does it matter? • What’s new? • What does it look like on the web? Friday, January 29, 2010
  5. 5. II. Workshop • A dive into branding process • Exercises for thinking about and assessing your institution’s brand • DIY testing: making sure the brand is being delivered by the marketing platform Friday, January 29, 2010
  6. 6. What do you think? Friday, January 29, 2010
  7. 7. Hint: it’s not a company’s logo or advertising. Those things are controlled by the company. Instead, a brand is a customer’s gut feeling about a product, service, or company. Marty Neumeier ZAG: The # 1 Strategy of High-Performance Brands Friday, January 29, 2010
  8. 8. Brand =/= identity. Friday, January 29, 2010
  9. 9. [A brand is] the association of a sound/image (the name ‘American Express’, the image of the Green Card) with an idea or expectation or experience (perceived values, a service promise and usage satisfaction). Denzel Meyers Beyond Branding Friday, January 29, 2010
  10. 10. In this example, the American Express brand is neither solely the name and logo, nor the content of expectation and experiences, it is the association of the two to each other. Denzel Meyers Beyond Branding Friday, January 29, 2010
  11. 11. The only word that comes close it reputation. Your personal reputation, like a company’s brand, lies outside your control. It is not what you say it is—it’s what they say it is. The best you can do is influence it. Marty Neumeier ZAG: The # 1 Strategy of High-Performance Brands Friday, January 29, 2010
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  16. 16. What does brand strategy matter? Friday, January 29, 2010
  17. 17. Value is created when people reckon that a brand offers them something worth their while and they are persuaded to provide something in return... their time, money, attention, allegiance, brainpower and so on. Simon Anholt and Sicco van Gelder Beyond Branding Friday, January 29, 2010
  18. 18. As with any organism, an organizations’ highest purpose is survival. And the only way to survive is to facilitate sustainable value exchanges between itself and its stakeholders. The goal of [brand strategy]... is to offer a positive context for these value exchanges. Tim Kitchin Beyond Branding Friday, January 29, 2010
  19. 19. Perceptions Influence, manage, or reinforce how will people think about your institution Actions Change how people act in some way (more applications, better yield, more donations, etc.) Friday, January 29, 2010
  20. 20. How do we as educational advancement professionals do we influence perceptions and actions? Friday, January 29, 2010
  21. 21. Data and research Brand analysis Marketing platform Public-facing work Institutional strategy Friday, January 29, 2010
  22. 22. You find an interesting way to frame institutional assets that aren’t really differentiators. You find a super-interesting way to talk about things that really are differentiators. Research helps you understand your institution’s assets and what the market places value on. You collect stories that promote assets that the market places value on. Friday, January 29, 2010
  23. 23. What’s new? Friday, January 29, 2010
  24. 24. Integrated marketing has become a dialogue with your audiences... Friday, January 29, 2010
  25. 25. ... so it’s now two-way communication: it’s buzz vs. hype. Friday, January 29, 2010
  26. 26. Democratic Truthful Social media, Web sites Rumors, gossip Trust Autocratic Marketing-speak Advertising, Print Press releases Distrust Style Content Typical media Examples Reaction BUZZ HYPE–vs.– excerpt from Beyond Branding Friday, January 29, 2010
  27. 27. Facebook Launched in 2004 > 25 million members Linkedin Launched in 2003 > 43 million members flickr Launched in 2004 > 3.6 billion photos youtube • third most visited site • 20 new hours of content per minute • bandwidth of youtube = bandwidth of entire internet in 2000 Friday, January 29, 2010
  28. 28. What are your audiences saying about you? Friday, January 29, 2010
  29. 29. Twitter Facebook College Confidential and qualitative review sites Rate My Professor Blogs Friday, January 29, 2010
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  35. 35. What does brand look like on your institutional web site? Friday, January 29, 2010
  36. 36. • two-way conversation • authoritative • authentic • experience-oriented • effective distribution • convenience Friday, January 29, 2010
  37. 37. It’s usually the first time they see you. Friday, January 29, 2010
  38. 38. Covering your brand in key areas on your institutional site and beyond. Friday, January 29, 2010
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  49. 49. This presentation: clients.mstoner.com/case Patricia VandenBerg Mount Holyoke College pvandenb@mtholyoke.edu Doug Gapinski mStoner doug.gapinski@mstoner.com twitter: @thedougco Friday, January 29, 2010

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