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A keynote presentation given at the International Schools Admissions and Marketing Conference. The Hague, Netherlands. March 2009
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All Aboard the Cluetrain10 rules of branding you can’t afford to ignore
David Willows
ww
w.isb
.be
Let’s be honest
Inte
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Everything’s changing.
Everything’s becoming more complex.
Our kids seem smarter than we are.
And it just keeps on coming.
Let’s be honest
Inte
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Everything’s changing.
Since the last time I gave this talk.
The world has changed.
I have changed.
The 10 rules have changed.
Let’s be honest
So we are left with 3 key questions:
What is the past I need to let go of?What is the future I need to embrace?
What are the pieces that never change over time?
Inte
rnat
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Let’s be honest
As we rush headlong into an exciting futurethe ancient principles of communication stretching
back to ancient times still apply.
Inte
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Let’s be simple
Our journey has consistently been one offinding simplicity in the complexity
Inte
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Defining what we do
1. Attraction
2. Recruitment
4. Engagement
3. Induction5. Retention
6. Release
External Communications
Internal Communications
Inte
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Defining what we do
Telling the story of ISB
and helping others find their place inthat story
Inte
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The View from 30 000 feet
It feels like a mountain to climb.
But let’s go to the top of the mountain andsee what it looks like from up there.
Inte
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The View from 30 000 feet
Remember: Someone moved the mountain on aparticular day in 2008
Inte
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The View from 30 000 feet
From up here, all you see is brand.
Inte
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The View from 30 000 feet
Like it or not, we live in a branded universe.You, your school, ‘we’ all have identity.
Manage it, or it will manage you.
Inte
rnat
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l Sch
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ons
and
Mar
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g C
onfe
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e 20
09
The View from 30 000 feet
Like it or not, we live in a branded universe.You, your school, ‘we’ all have an identity.
Manage it, or it will manage you.
Inte
rnat
iona
l Sch
ools
Adm
issi
ons
and
Mar
ketin
g C
onfe
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e 20
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The View from 30 000 feet
THE BRAND YOU SEE
Inte
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The View from 30 000 feet
THE BRAND YOU SEE
Inte
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and
Mar
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09
1. All aboard the ‘cluetrain’
Markets are nothing morethan conversations… Ouronly hope is to talk.
Inte
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1. All aboard the ‘cluetrain’
Conversations are aprofound act of humanity.So once were markets.
Inte
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1. All aboard the ‘cluetrain’
The only advertising thatwas ever truly effectivewas word of mouth, whichis nothing more thanconversation. Now word ofmouth has gone global.
Inte
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1. All aboard the ‘cluetrain’
Further, these voices aretelling one another thetruth based on their realexperiences.
The Cluetrain Manifesto: The End of Business as Usual (Rick Levine et al, 2000)
Inte
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1. All aboard the ‘cluetrain’
•What conversations are you starting?
•With whom?
•Using what media?
Inte
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1. All aboard the ‘cluetrain’
Are you a lurker or doyou jump right in?
Inte
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2. Funky Hedgehogs
In his famous essay “TheHedgehog and the Fox,” IsaiahBerlin divided the world intohedgehogs and foxes, basedupon an ancient Greek parable:“The fox knows many things,but the hedgehog knows one bigthing.”
Good to Great and the Social Sectors (Jim Collins, 2006)
Inte
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2. Funky Hedgehogs
Core ValuesWhat are you passionate about?
Time, Resources, BrandWhat drives your resource engine?
Unique Selling PointWhat are you best in the
world at?Inte
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2. Funky Hedgehogs
Core ValuesWhat are you passionate about?
Time, Resources, BrandWhat drives your resources engine?
Unique Selling PointWhat are you best in the
world at?
Great schoolscannot overlookthe importanceof leveragingtheir brand
Inte
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2. Funky Hedgehogs
Breakthroughcannot besustainedwithout aclear brand
Inte
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2. Funky Hedgehogs
But what does‘leveraging thebrand’ mean?
Inte
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2. Funky Hedgehogs
Funky business is whenan organisationslavishly applies the‘rules’ of the brand toall business decision-making.
The Brand is more thana name or a logo. Itis a promise and acontract with everycustomer.
Funky Business Forever:How to Enjoy Capitalism
(Ridderstrale & Nordstrom, 2008)
Inte
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2. Funky Hedgehogs
A brand is always morethan the sum of theseparts:
•Name
•Logo
•Packaging
•Price
•History
•Reputation
•Advertising…
Funky Business Forever:How to Enjoy Capitalism
(Ridderstrale & Nordstrom, 2008)
Inte
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l Sch
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Adm
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and
Mar
ketin
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e 20
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2. Funky Hedgehogs
A brand is always morethan the sum of theseparts:
•Name
•Logo
•Packaging
•Price
•History
•Reputation
•Advertising…
Funky Business Forever:How to Enjoy Capitalism
(Ridderstrale & Nordstrom, 2008)
Inte
rnat
iona
l Sch
ools
Adm
issi
ons
and
Mar
ketin
g C
onfe
renc
e 20
09
Let’s be honest
As we rush headlong into an exciting futurethe ancient principles of communication stretching
back to ancient times still apply.
CONVERSATIONTRUST…
Inte
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The brands that survive will have:
•Global relevance
•Hyperlocal desirability
•Strong ties to multiple niches
3. The Next Now
Inte
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The customers will require:
•Precision: know who I am
•Reciprocity: let me speak as well
•Flexibility: how we do business together
3. The Next Now
(YouTube: Marketing@Google: Dean Crutchfield)
Inte
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3. The Next Now
Like it or not, families,companies and organisationspurchase international schooleducation in just the same way asthey buy a new BMW, iPod or pairof Chanel sunglasses.
Inte
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3. The Next Now
…a new BMW, iPod or pair of Chanelsunglasses.
And who is buying BMW right now?
Inte
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4. Fancy a Coffee?
Its all about an experience that happens to include coffee.
Inte
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4. Fancy a Coffee?
Its all about an experience that happens to include coffee.
•Make it your own
•Everything matters
•Surprise and delight
•Embrace resistence
•Leave your mark
Inte
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4. Fancy a Coffee?
Its all about an experience that happens to include coffee.
Starbucks as the ‘Third Place’:
•WORK
•HOME
•STARBUCKS
Inte
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4. Fancy a Coffee?
Its all about an experience that happens to include coffee.
Starbucks as the ‘Third Place’:
•WORK
•HOME
•STARBUCKS
ISB
ISB
Inte
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4. Fancy a Coffee?
How do you bottle that experience ?
Inte
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4. Fancy a Coffee?
4. Fancy a Coffee?
5. Coherence, coherence, coherence
OUR PROMISE
Applied in multiple contexts to multiple audiencesFina
lsite
Uni
vers
ityIn
tern
atio
nal
5. Coherence, coherence, coherence
Fina
lsite
Uni
vers
ityIn
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atio
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5. Coherence, coherence, coherenceCurriculum
How do kids learn about environmental impact?What is the experience of students at ISB?
Facilities and ServicesHow is ISB organised?
How will we modelgood practice?
External RelationsHow does ISB communicate its vision?
How does it engage resources and partners from outside?
EnvironmentalCommittee
What will students,parents and faculty
do?
Fina
lsite
Uni
vers
ityIn
tern
atio
nal
6. Tell me your story
Why do people keep thingsbottled up inside? It makes nosense. Nothing good comes fromthat.
Fina
lsite
Uni
vers
ityIn
tern
atio
nal
There it is again….
As we rush headlong into an exciting futurethe ancient principles of communication stretching
back to ancient times still apply.
CONVERSATIONTRUST…
Inte
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and
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09
6. Tell me your story
One story.A thousand ways of telling it.Yet every time it is told,the story changes.
Inte
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7. Monitoring the Brand
How do you know your brand is successful?
Fly in Leather
YoghurtArch Deluxe
New Coke
Fina
lsite
Uni
vers
ityIn
tern
atio
nal
7. Monitoring the Brand
How do you know your brand is successful?
Inte
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8. Diagnose the pain
Inte
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9. Understanding why brands fail
•Brand amnesia
•Brand ego
•Brand megalomania
•Brand deception
•Brand fatigue
•Brand paranoia
•Brand irrelevance
Brand Failures: The truth about the 100 biggest branding mistakes of all time
(Matt Haig, 2003)
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9. Understanding why brands fail
Amnesia Do we know what we stand for?
Ego Do we think of ourselves too highly?
Megalomania Do we think we can be best at everything?
Deception Does our product match our description?
Fatigue Have we run out of ideas?
Paranoia Have we lost a sense of ‘self’ in lawsuits,constant reinvention and obsession with competitors?
Irrelevance Do we have a product anyone wants any more?
Inte
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10. Build alliances
Do the maths…
Inte
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10. Build alliances
Inte
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10. Build alliances
Inte
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10. Build alliances
+ = ?
Inte
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10. Build alliances
2
Inte
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10. Build alliances
Michael Fullan writes about 8 elements ofsustainability.
3. Lateral capacity building through networks
Inte
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10. Build alliances
VISION PARTNERS
TAKING US FURTHER
THAN WE COULD GO ON OUR OWN
Inte
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Sneaking into 11th Place
Inte
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Brands have life cycles too.Look after them.They will look after you.
Find simplicity in the complexityStay learning focusedTake risks. Encourage innovation.Embrace change.Learning from the past.Accept mistakes.Enjoy.
And in the end…
Inte
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The International School of Brussels - Kattenberg 19, 1170 Brussels. Belgium - Tel: 00 32 (2) 661 42 11 - Fax: 00 32 (2) 661 42 00
ww
w.isb
.be
To keep the conversation going….
David Willows PhDDirector of External RelationsInternational School of Brussels (ISB)Kattenberg 19Brussels, Belgium
Telephone: +32 2 661 4223GSM: +32 485 732564Skype: davidwillowsBlog: http://davidwillows.squarespace.com
www.isb.be