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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.
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PARROT HEADS TO BELIEBERS:
How to Brand Your School
Like a RockStarKristina DooleyIndependent Educational ConsultantSBSA Conference 2013
OUR GUIDE
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?
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
BE CONSISTENT
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.”
BE INNOVATIVE
BUILD A TRIBE
BUILD A TRIBE
Bootleg recordings of
shows
“Shakedown Street”
“Warts & All”
Recordings
Visuals to Unite
Deadheads
Every show like a
“dysfunctional family
reunion”
Who is your Scott
Nickerson?
Word of Mouth without
Social Media
BUILD A TRIBE
SELL AN EXPERIENCE
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.”
SELL AN EXPERIENCE
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.
CREATE DEMAND
Too much hype can
lead to eventual letdown.
Under promise, over
deliver.
BALANCE ANTICIPATION
BALANCE ANTICIPATION
Acknowledge your
flaws, connect with
people.
Use social media to
communicate…be real.
BE HONEST
STAND OUT
STAND OUT
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.
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.
THANK YOU & ROCK ON!
