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Branding Strategy Discussion
Augsburg College
Rebecca JohnNovember 18, 2009
Brands!
Topic 1
How do we maintain and growour brand?
A Brand is……the sum of the good, the bad, the ugly and the off-strategy. It is your best and worst product. It is your best and worst employee.
It is communicated through award-winning advertising as well as those ads that slipped through the approval cracks. It is your on-hold music and the demeanor of the receptionist. It is the carefully crafted comments by a CEO as well as negative buzz by the water cooler or in chat rooms on the Internet.
Brand is expressed through written, audio and visual content.It is interpreted through emotional filters every human being has—where anything can happen.
– Scott White, branding consultant
A Brand is……the sum of the good, the bad, the ugly and the off-strategy. It is your best and worst product. It is your best and worst employee.
It is communicated through award-winning advertising as well as those ads that slipped through the approval cracks. It is your on-hold music and the demeanor of the receptionist. It is the carefully crafted comments by a CEO as well as negative buzz by the water cooler or in chat rooms on the Internet.
Brand is expressed through written, audio and visual content.It is interpreted through emotional filters every human being has—where anything can happen.
– Scott White, branding consultant
A Brand is……the sum of the good, the bad, the ugly and the off-strategy. It is your best and worst product. It is your best and worst employee.
It is communicated through award-winning advertising as well as those ads that slipped through the approval cracks. It is your on-hold music and the demeanor of the receptionist. It is the carefully crafted comments by a CEO as well as negative buzz by the water cooler or in chat rooms on the Internet.
Brand is expressed through written, audio and visual content.It is interpreted through emotional filters every human being has—where anything can happen.
– Scott White, branding consultant
A Brand is……the sum of the good, the bad, the ugly and the off-strategy.
It is your best and worst product. It is your best and worst employee.
It is communicated through award-winning advertising as well as those ads that slipped through the approval cracks. It is your on-hold music and the demeanor of the receptionist. It is the carefully crafted comments by a CEO as well as negative buzz by the water cooler or in chat rooms on the Internet.
Brand is expressed through written, audio and visual content.It is interpreted through emotional filters every human being has—where anything can happen.
– Scott White, branding consultant
A Brand is……the sum of the good, the bad, the ugly and the off-strategy.
It is your best and worst product. It is your best and worst employee.
It is communicated through award-winning advertising as well as those ads that slipped through the approval cracks. It is your on-hold music and the demeanor of the receptionist. It is the carefully crafted comments by a CEO as well as negative buzz by the water cooler or in chat rooms on the Internet.
Brand is expressed through written, audio and visual content.It is interpreted through emotional filters every human being has—where anything can happen.
– Scott White, branding consultant
A Brand is……the sum of the good, the bad, the ugly and the off-strategy.
It is your best and worst product. It is your best and worst employee.
It is communicated through award-winning advertising as well as those ads that slipped through the approval cracks. It is your on-hold music and the demeanor of the receptionist. It is the carefully crafted comments by a CEO as well as negative buzz by the water cooler or in chat rooms on the Internet.
Brand is expressed through written, audio and visual content.It is interpreted through emotional filters every human being has—where anything can happen.
– Scott White, branding consultant
A Brand is……the sum of the good, the bad, the ugly and the off-strategy.
It is your best and worst product. It is your best and worst employee.
It is communicated through award-winning advertising as well as
those ads that slipped through the approval cracks. It is your on-hold music and the demeanor of the receptionist. It is the carefully crafted comments by a CEO as well as negative buzz by the water cooler or in chat rooms on the Internet.
Brand is expressed through written, audio and visual content.It is interpreted through emotional filters every human being has—where anything can happen.
– Scott White, branding consultant
A Brand is……the sum of the good, the bad, the ugly and the off-strategy.
It is your best and worst product. It is your best and worst employee.
It is communicated through award-winning advertising as well as
those ads that slipped through the approval cracks. It is your
on-hold music and the demeanor of the receptionist. It is the carefully crafted comments by a CEO as well as negative buzz by the water cooler or in chat rooms on the Internet.
Brand is expressed through written, audio and visual content.It is interpreted through emotional filters every human being has—where anything can happen.
– Scott White, branding consultant
A Brand is……the sum of the good, the bad, the ugly and the off-strategy.
It is your best and worst product. It is your best and worst employee.
It is communicated through award-winning advertising as well as
those ads that slipped through the approval cracks. It is your
on-hold music and the demeanor of the receptionist. It is the carefully crafted comments by a CEO as well as negative buzz by the water cooler or in chat rooms on the Internet.
Brand is expressed through written, audio and visual content.It is interpreted through emotional filters every human being has—where anything can happen.
– Scott White, branding consultant
A Brand is……the sum of the good, the bad, the ugly and the off-strategy.
It is your best and worst product. It is your best and worst employee.
It is communicated through award-winning advertising as well as
those ads that slipped through the approval cracks. It is your
on-hold music and the demeanor of the receptionist. It is the
carefully crafted comments by a CEO as well as negative buzz by the water cooler or in chat rooms on the Internet.
Brand is expressed through written, audio and visual content.It is interpreted through emotional filters every human being has—where anything can happen.
– Scott White, branding consultant
A Brand is……the sum of the good, the bad, the ugly and the off-strategy.
It is your best and worst product. It is your best and worst employee.
It is communicated through award-winning advertising as well as
those ads that slipped through the approval cracks. It is your
on-hold music and the demeanor of the receptionist. It is the
carefully crafted comments by a CEO as well as negative buzz by the water cooler or in chat rooms on the Internet.
Brand is expressed through written, audio and visual content.It is interpreted through emotional filters every human being has—where anything can happen.
– Scott White, branding consultant
A Brand is……the sum of the good, the bad, the ugly and the off-strategy.
It is your best and worst product. It is your best and worst employee.
It is communicated through award-winning advertising as well as
those ads that slipped through the approval cracks. It is your
on-hold music and the demeanor of the receptionist. It is the
carefully crafted comments by a CEO as well as negative buzz by the water cooler or in chat rooms on the Internet.
Brand is expressed through written, audio and visual content. It is interpreted through emotional filters every human being has—where anything can happen.
– Scott White, branding consultant
A Brand is……the sum of the good, the bad, the ugly and the off-strategy.
It is your best and worst product. It is your best and worst employee.
It is communicated through award-winning advertising as well as
those ads that slipped through the approval cracks. It is your
on-hold music and the demeanor of the receptionist. It is the
carefully crafted comments by a CEO as well as negative buzz by the water cooler or in chat rooms on the Internet.
Brand is expressed through written, audio and visual content.
It is interpreted through emotional filters every human being has—where anything can happen.
– Scott White, branding consultant
A Brand is……the sum of the good, the bad, the ugly and the off-strategy.
It is your best and worst product. It is your best and worst employee.
It is communicated through award-winning advertising as well as
those ads that slipped through the approval cracks. It is your
on-hold music and the demeanor of the receptionist. It is the
carefully crafted comments by a CEO as well as negative buzz by the water cooler or in chat rooms on the Internet.
Brand is expressed through written, audio and visual content.
It is interpreted through emotional filters every human being has
—where anything can happen.
– Scott White, branding consultant
Topic 1
How do we maintain and growour brand?our promise?our reputation?the collection of feelings and perceptions
people have about us?
The 5 Most Important Questions
Results Plan
1. Business Mission
1. Business MissionFuture leaders in service to the world
Liberal arts education shaped byChristian faith and values metropolitan setting intentionally diverse campus community
2. Target AudiencesTarget ≠ everyone
Key groups:High school students and their parentsTwin Cities professionalsEmployers
AlumniOther major finanical supporters
Current studentsFaculty and staff
3. What the Target Customer Values
Quality education experienceSkills for succeeding in a diverse
and interconnected worldAffordabilityCivic engagementFinancial success AND a
meaningful life
– Higher Education Research Institute, 2009
Results Plan
ListenLearnEngage
4. Results to Date
Results Plan
Body of Work
4. Results to Date – External Analysis
Results Plan
Observations:Number of initiativesDesign/content standardsWorkflow toolsSocial mediaAbundance of content:
Audience effort/ability to consume
Results Plan
Plan
5. Planning Considerations
KeyTrends/Considerations:Transformation in education experience expectations VideoConsumer managed contentStorytellingAudience intra-action
Topic 2: Co-Branding
Brand Relationship SpectrumHouse of Brands Endorsed Brands Subbrands Branded House
Considerations for a New Brand
?? ?
A Name is Not a Brand
A Name is Not a Brand
Higher Education Examples
Higher Education Examples
Brands!
Branding Strategy Discussion
Rebecca JohnNovember 18, 2009
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