View
325
Download
11
Category
Preview:
Citation preview
BEING THE BRAND
Doug Burgett
Creative Director Enrollment ManagementUniversity of Illinois
To be the brand is to appropriately embody the same principles of the brand you’re representing.
To be the brand is to engage and influence.
Bra
nd
En
gag
em
en
t
Brand InfluenceUnknown
Entities
You
Employer,
Friends, etc.
Things you
consume,
follow, etc.
Being the Brand
BRAND BASICS
Marty Neumeier, Zag
“A brand is a customer’s gut feeling about
a product, service, or company.”
“Your brand exists only in someone’s mind.”
forbes.com/sites/jerrymclaughlin/2011/12/21/what-is-a-brand-anyway/#5cd70db02a1b
Jerry McLaughlin
Mind
Gut
Brands live here.
Strong brands create positive vibes.
underconsideration.com
BRAND STRATEGY
Huh?
D
E
1 2 3 4 5 6
A
B
C
B
C
D
E
A
62
1 2 3 4 5 6
F
G
F
G
N
S
EW
University Ave.
Mat
tis A
ve.
Pros
pect
Ave
.
Nei
l St.
Church St.
Green St.
Linc
oln
Ave
.
Springfield Ave.
Kirby Ave. Florida Ave.
7210 150
15010
57
57
74
74
45
45
DANIEL STREET
HAZELWOOD DRIVEHAZELWOOD DRIVE
FLORIDA AVENUE
PENNSYLVANIA AVE.
VERMONT AVENUE
DELAWARE AVENUE
PENNSYLVANIA AVE.
KIRBY AVENUE
FIRS
T ST
REET
FOUR
TH S
TREE
T
ST. MARY'S ROAD
GRI
FFIT
H DR
IVE
VIRG
INIA
DR
COLLEGE CT
MAR
YLAN
DDR
IVE
ST. MARY'S ROAD
1100
S80
0 S
700
S10
00 S
900
S
100 E 200 E 300 E500 E 600 E
IOWA STREET
OHIO STREET
INDIANA AVENUE
MICHIGAN AVENUE
LORADO TAFT DRIVEDO
RNER
DRI
VE
ILLINOIS ST.
OREGON ST.
CALIFORNIA ST.
NEVADA ST.
GREG
ORY
ST.
FIRS
T ST
REET
SECO
ND
STRE
ET
THIR
D ST
REET
FOUR
TH S
T.
FIFT
H ST
.
JOHN STREET
OAK
STRE
ET
LOCU
ST S
T
CHALMERS STREET
SECO
ND
ST.
ARBO
R ST
.
THIR
D ST
.
EUCL
ID S
T.
GREGORY DRIVE
ARMORY AVENUE
STADIUM DRIVE
PEABODY DRIVE
1000
S11
00 S
600
S50
0 S
400
S30
0 S
300
N20
0 N
100
N10
0 S
200
S30
0 S
400
S50
0 S
600
S70
0 S
800
S90
0 S
STOUGHTON STREET
SPRINGFIELD AVE.
GREG
ORY
ST. LIN
COLN
AVE
.
GREEN ST
HEALEY STREET
SPRINGFIELD AVENUE
STOUGHTON STREET
GREEN STREET
WESTERN AVE.
200
S10
0 S
600 E 1400 W 1300 W 1200 W 1100 W
500
N40
0 N
HARV
EY S
TREE
T
MAIN STREET
CLARK STREET
UNIVERSITY AVENUE
ROM
INE
STRE
ET
MAT
HEW
S AV
ENUE
GOOD
WIN
AVE
NUE
WHITE STREET
CLARK STREET
UNIVERSITY AVENUE
SIXT
H ST
REET
WRI
GHT
STRE
ET
updated 07/24/15
N
0 400 800
APPROXIMATE SCALE IN FEET
Urbana is east, Champaign is west of Wright Street
378
TF
87
HP
SCSN
WS
WJ
89BR
90
VD
LNIR
BH
1247
228
152
24237
21021 563
61 323
148376
551
563
1094
564
20877
324
29
37
13
34112
66
300
163
DN
162
174
213
55117
2842
48
15
196
56
10895
16767 7P
17
139
1209 109311
107
71
23 3265188
25
WR
GG TW
138355 285
353 1262
19P26
242192
46 12130
19397
97 362106
33514P
9P 15P 20P
4P
37344
105276
143
70116
SM
70
2P 235250
262
209
369 214331
5P 6P
126
378356
94
172
506 36739358 8P
2241145 205
11331494
1
LA41
17P
1080
1080
157145207
33
268 365BS
120 222154
128
146195 107174
158
64 36499
62607
4321814
381 12P16P
1P18P 173 151184 1140
27
377
220219
3
54
50
125
69
160
165 3361016
131 256
194
15959
339
197
556 557
176
380 1206
AL
OakStreetChillerPlant
156 10940
73
2
217
255
19872
171
161
BB
CRBL
SD
TROG
407118
183
169
18
124
110
255
221
306
307
842
354
831
144
326329
865
991
341 292
287
350
857
855 856
1073
1095
1187I Hotel and
Conference Center
1214South
CampusResearch
Park
170
201
304
379
316
360
257
100
166
3741244
560
Stadium Terrace
Play Field
StaleyIllini
Grove
1241
SouthQuad
MainQuad
BardeenQuad
1265
Florida and LincolnPlay Field Complex
Mor
row
Plot
s
First and StadiumPlay Field Multiplex
6 4
58
8
1233
238
568
380
321
232
409
1075
1074
Ashton Woods
Orchard Downs
1268
1083
Mount Hope Cemetery
267
Branding Enrollment
Happy & Helpful
Excellence
Strong brands create positive vibes.
AUDIENCE KNOWLEDGE
COMMUNICATIONS
CUSTOMER SERVICE
ENGAGEMENT
“At McDonald’s, people are
the face of our Brand.”
corporate.mcdonalds.com/mcd/sustainability/people.html
CULTURE
THANK YOU
Doug Burgett dougburgett.net
Recommended