Whether you've wanted to try a "Cheeseburger in Paradise", wondered about "What a Long Strange Trip It's Been", or have asked someone to "Call Me, Maybe", you've been the victim of Rock Star Branding. Using Steve Jones' book, "Brand Like a Rock Star" as our guide, this presentation will show you how to energize your current brand and generate new ideas for your school's next marketing campaign. We look at Rock legends, and some up-and-comers, to discover how they're able to gain fans, maintain a following, and build brand loyalty, and how these can be applied to our schools and consulting practices.

1. PARROT HEADS TO
BELIEBERS:
How to Brand Your School Like a RockStar
Kristina Dooley
Independent Educational Consultant
SBSA Conference 2013

2. OUR GUIDE

3. CALL US MAYBE?
• How do Rock Star Bands
manage to infiltrate our world?
• What gets them to the top and
what keeps them there?
• How do Rock Star Bands stay
“fresh” after decades on the
scene?

4.  AC/DC ~ 20 Song Titles
Include the Word “Rock”
 Angus Young = School Boy
 Perception is reality…do you
know what your perception is?
BE CONSISTENT

5. BE CONSISTENT

6. BE INNOVATIVE
 “If you can’t be the dominant
leader in a category, establish a new
category and own it.”
 “You become successful by
appealing passionately to a small group
of people for very specific reasons.
You will alienate some people in the
process, but great brands accept that
risk.”

7. BE INNOVATIVE

8. BUILD A TRIBE

9. BUILD A TRIBE
 Bootleg recordings of shows
 “Shakedown Street”
 “Warts & All” Recordings
 Visuals to Unite Deadheads

10.  Every show like a
“dysfunctional family reunion”
 Who is your Scott Nickerson?
 Word of Mouth without
Social Media
BUILD A TRIBE

11. SELL AN EXPERIENCE

12. SELL AN EXPERIENCE
 “Harley-Davidson doesn’t sell
motorcycles. Harley-Davidson
sells the ability for a forty-seven-
year-old accountant to dress up
in black leather, ride through
small towns, and have people be
afraid of him.”

13. SELL AN EXPERIENCE

14. CREATE DEMAND
 “If a brand is in demand and
people believe it’s in short
supply, the value of the brand
increases exponentially.”
 Create the perception that
your product is rare and then
this becomes the reality.

15. CREATE DEMAND

16.  Too much hype can lead to
eventual letdown.
 Under promise, over deliver.
BALANCE ANTICIPATION

17. BALANCE ANTICIPATION

18.  Acknowledge your flaws,
connect with people.
 Use social media to
communicate…be real.
BE HONEST

19. STAND OUT

20. STAND OUT

21. ROCK STAR MANIFESTO
 Rock Stars don’t have customers or clients…hey have fans.
 Rock Stars give their fans an experience…not a product or service.
 Rock Stars don’t have a cubicle or office…they have a stage.
 Rock Stars share their heart & soul with their fans when they
perform…they leave nothing behind on stage.
 Rock Stars give their fans something to talk about…they are
remarkable. The unremarkable are quickly forgotten.

22. ROCK STAR MANIFESTO
 Rock Stars differentiate…being like everyone else is a death sentence.
 Rock Stars understand that the opposite of love isn’t hate, it is indifference.
Hate doesn’t kill business, indifference does.
 Rock Stars are unafraid of change. A new song begins every few minutes so
you’ve got to be thinking a few moves ahead.
 Rock Stars create something from nothing. An idea becomes a riff and becomes
a song. Then they do it again. And again.
 Rock Stars always overcome. They possess an undying belief that they can rise
again.

23. THANK YOU & ROCK ON!