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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… Brand 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 audience. Is Differentiation R Matute, Branding and Brand Management, – Learnthat.com 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 Reality 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 Stability group ―I’ve made it‖ Speed/Acceleration ―I’m treating Technology myself‖ ―Performance‖ ―Important/Successful‖ 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 Fast 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, safety.‖ --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 themselves…. 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 Monitor 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 and 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 love. Marketing is not a department. It’s your business. (>1/2 Japanese Companies have no marketing dept.) PAUL 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 Brand Vision Strategy X X X Brand Current Position Brand 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 be.‖ ―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 Statement For (target market), __ is the only (frame of reference or competitive set) that (differentiation) because (proof or supporting points.) -OR- Who are you? What are you? – What do you do? Who do you serve? – Why ? Reports When you get home Read Lauer’s book Read Selling the Invisible by Harry Beckwith In your Department: – Share your draft statement with someone else in the department – Brainstorm possible benefits of having such a statement – 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 reviews…. Find passion for your Brand or find a Brand you can be passionate about!
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