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									Brand Matters

         Paul Chesser
         David Bowers
         CASE Essential Direct
         Marketing, Toronto 2006
                    What is Brand?

“Actually I preferred „Heaven‟ too, but then the marketing guys got hold of it.”
            What Is Brand?
The quest for a simple definition…
 Dates back to Beowulf, when it referred to a
  burning conflagration.
 Chaucer– The Furies’ Torches
 Hooker—a mark, disgrace
 Harper’s– a group of goods
 Hotel World 1922– ―Brand Names on Menus?‖
                        What is Brand?
   Brand is a product from a known
    source (organization). The name        Is not a logo
    of the organization can also serve
    as a brand. The brand value            Is not a tag line
    reflects how a product's name, or
    company name, is perceived by          Is not an
    the marketplace, whether that is a
    target audience for a product or        advertising
    the marketplace in general (clearly
    these can have different meanings       strategy
    and therefore different values). It
    is important to understand the         Is value
    meaning and the value of the
    brand (for each target audience)       Is heart and soul
    in order to develop an effective
    marketing mix, for each target
                                           Is Differentiation
                                                  R Matute, Branding and Brand Management,
              –                      Oct 05
             What is Brand?
A brand is an intangible asset that resides in
   people’s minds, which is defined by the
     expectations people have about the
      benefits they will receive. These
    expectations of benefits are developed
  over time by communications and - more
           importantly - by actions.
           Debra Semans AMA Internal Branding NYC, Sept 2006
What is Brand?
             What is Brand?

  Brand                   Perception

                At Best

Perception                 Happy
                 What is Brand?
   It’s people’s perception of
     – You
     – Your department
     – Your institution

   It includes expectations of
     – Performance Benefits (What’s it/she do for me?)
     – Emotional Benefits (How’s it/he make me feel?)
         What’s a Brand?
  Performance                    Relationship
   Benefits                        Benefits
Handling                   Prestigious

Responsiveness             Part of a select
                            ―I’ve made it‖
                            ―I’m treating

                      D. Semans, AMA Internal Branding
         What’s a Brand?
  Performance                           Relationship
   Benefits                               Benefits
Smart                               Outgoing

Responsive                          Easy to talk with
Stable/Trustworthy                  Takes criticism well

                      The ultimate
Accurate              Secretary?

―Performance‖                        “Feel good”
             What is a Brand?
   At it’s best, your Brand = a happy and
    valuable reality—it sets you apart, draws
    people towards you.

   At it’s worst…
     What is a Brand?

―Wait a minute, we’re lemurs, LEMURS!‖
        Why is Brand Important?
   It guides you, your staff and your constituents’
    behavior and thinking about your institution.
   At its best, the Volvo Effect  ―…cars are driven by
                                   people. The guiding
   At its worst,                  principle behind
                                   everything we make
       the Lemmings Effect         at Volvo,therefore,is
                                      and must remain,
                                      --Gabrielsson and
                                      Larson, 1927
               What is Brand-ing?
   ―The strategic journey towards aligning
    perception with reality while moving towards the
    best reality possible.‖--Bowers
   California Western’s Journey thus far…
    – Scattered and reactive
    – 15 month process
          Focus Groups, Surveys, Meetings, Reports, Retreat
          Roll out
          So far…so good
          Next Steps for us—Internal work
    Old Thinking about Brand-ing
   We used to think a brand was a:
    – Name
    – Logo
    – Product
    – Ad Campaign
          Times have Changed
   Adam Smith in The Wealth of Nations
    – Services were just what you had to do to get
      things to market—NOT of value in and of
    Today, we have moved from goods to services
      to experiences. Next step: Transformation
      Economy. Gilmore and Pine: The
     Experience Economy
        Times have changed
 People are looking for experience:
      67% of consumers say:
―Even though there are many things I would
  like to own, I prefer spending my money
  on experiences that will enrich my life.‖

               Lifestyle Link, May 2001, Yankelovich
              Branding Now

 A brand is an intangible asset
    that resides in people’s
 minds, which is defined by the
                                           Branding is
 expectations people have about            Experiential
the benefits they will receive.
These expectations of benefits              Everyone’s
   are developed over time by              Responsible
   communications and - more                  For it
   importantly - by actions.

                             D. Semans,AMA Internal Branding
         Brand Experience
Beckwith in Selling the Invisible
 Don’t just create what the market
  needs or wants. Create what it would
 Marketing is not a department. It’s
  your business. (>1/2 Japanese
  Companies have no marketing dept.)
        Integrated Marketing
Larry Lauer’s recently published book
    Advancing Higher Education in
   Uncertain Times, CASE Books 2006
    “The Strategic Plan Should be a
            Marketing Plan.”
Offers a vision and plan for how Branding
 can be brought into center stage in the
 institution’s life. Buy it, Read it, Work it!
       A Brand-ing Strategy
 Brand Vision – the ―happiest reality‖
 Brand Strategy – the path
 Brand Positioning – the first step
                     Brand                    Vision
                         X          Brand
          Current                  Position

                                      Based on D. Semans’ AMA Internal Branding
            A Unified Message
   10 Balls vs. 1 Ball

 A Mission/Promise/Positioning Statement—
  Who are you, what do you offer and to
  whom to you offer it.
 Must be believable, relevant, must set you
  apart, grounded in reality.
  Classic Promise Statement
To thirsty, sweaty male jocks, __________ is
 the original sports beverage that quenches
 thirst while replacing fluids and electrolytes
 lost through strenuous activity, thus
 enhancing performance because its formula
 is designed specifically for athletes.
  Classic Promise Statement
To Teenagers who love rock and roll and
 television, ____ is the original 24-hour music
 cable TV channel with music videos that
 gives them a channel they feel is theirs alone
 because it caters to this youthful audience.
  Classic Promise Statement
To adults who like to experiment with new and
 different tastes and who are willing to pay a
 premium to do so, _______ is the authentic
 gourmet “French” mustard that provides an
 alternative to regular “hot dog mustards,”
 because it has a more sophisticated formula
 and taste.
(Not so) Classic Promise Statement
___ is the independent, ABA/AALS accredited San Diego
  law school that advances multi-dimensional lawyering by
  educating lawyers-to-be as creative problem solvers and
  principled advocates who frame the practice of law as a
  helping, collaborative profession.
   By emphasizing the intersection of theory and practice through
          A rigorous an innovative curriculum
          An experienced and supportive faculty
          Renowned real-world programs, institutes and clinics,
          And proximity to metropolitan resources including law firms, courts
           and partnering universities
   ____ forms graduates who have the knowledge, skills, perspective
     and self-discipline to build rewarding careers.
How we use the Promise Statement
Beckwith says—Use it, don’t publish it!

―Lex (schola) ferenda‖ ―What law school ought to

―What is law?‖
―What is a lawyer?‖
―What is law school?‖
―What is this law school?‖
―A broader perspective‖
                    Your turn
Your Department’s Positioning/Mission
   For (target market), __ is the only (frame of
    reference or competitive set) that
    (differentiation) because (proof or supporting
   Who are you? What are you?
     – What do you do? Who do you serve?
     – Why ?
          When you get home
 Read Lauer’s book
 Read Selling the Invisible by Harry
 In your Department:
    – Share your draft statement with someone else
      in the department
    – Brainstorm possible benefits of having such a
    – Share with boss
           When you get home
   In your institution
    – Identify your school’s Brand
    – Identify how your work fulfills the promise
    – Talk with others about how to better integrate
      the Brand Promise into: communications—
      internal and external, events, performance
    Find passion for your Brand or find a
      Brand you can be passionate about!

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