Brand (1)

Brand MattersBrand Matters

Paul ChesserDavid BowersCASE Essential Direct Marketing, Toronto 2006

What is Brand?What is Brand?

“Actually I preferred ‘Heaven’ too, but then the marketing guys got hold of it.”

What Is Brand?What Is Brand?

The quest for a simple definition…The quest for a simple definition…

BrandBrand Dates back to Beowulf, when it referred to Dates back to Beowulf, when it referred to

a burning conflagration.a burning conflagration. Chaucer– The Furies’ TorchesChaucer– The Furies’ Torches Hooker—a mark, disgraceHooker—a mark, disgrace Harper’s– a group of goodsHarper’s– a group of goods Hotel World 1922– “Brand Names on Hotel World 1922– “Brand Names on

Menus?”Menus?”

What is Brand?What is Brand? Brand is a product from a Brand is a product from a

known source (organization). known source (organization). The name of the organization The name of the organization can also serve as a brand. The can also serve as a brand. The brand value reflects how a brand value reflects how a product's name, or company product's name, or company name, is perceived by the name, is perceived by the marketplace, whether that is marketplace, whether that is a target audience for a a target audience for a product or the marketplace in product or the marketplace in general (clearly these can general (clearly these can have different meanings and have different meanings and therefore different values). It therefore different values). It is important to understand is important to understand the meaning and the value of the meaning and the value of the brand (for each target the brand (for each target audience) in order to develop audience) in order to develop an effective marketing mix, an effective marketing mix, for each target audience. for each target audience.

– Learnthat.comLearnthat.com

Is not a logoIs not a logo Is not a tag lineIs not a tag line Is not an Is not an

advertising advertising strategystrategy

Is valueIs value Is heart and soulIs heart and soul Is DifferentiationIs Differentiation

R Matute, Branding and Brand R Matute, Branding and Brand Management, Oct 05Management, Oct 05


A brand is an intangible asset that A brand is an intangible asset that resides in people’s minds, which is resides in people’s minds, which is defined by the expectations people defined by the expectations people have about the benefits they will have about the benefits they will receive. These expectations of receive. These expectations of

benefits are developed over time by benefits are developed over time by communications and - more communications and - more

importantly - by actions.importantly - by actions. Debra Semans AMA Internal Branding NYC, Sept 2006Debra Semans AMA Internal Branding NYC, Sept 2006



Brand Perception

Perception Happy Reality

At Best


It’s people’s perception of It’s people’s perception of – YouYou– Your departmentYour department– Your institutionYour institution

It includes expectations ofIt includes expectations of– Performance Benefits (What’s it/she do for Performance Benefits (What’s it/she do for

me?)me?)– Emotional Benefits (How’s it/he make me feel?)Emotional Benefits (How’s it/he make me feel?)

What’s a Brand?What’s a Brand?

HandlingHandlingResponsivenessResponsivenessStabilityStabilitySpeed/AccelerationSpeed/AccelerationTechnologyTechnology

““Performance”Performance”

RelationshipBenefits

PerformanceBenefits

PrestigiousPrestigiousPart of a select groupPart of a select group““I’ve made it”I’ve made it”““I’m treating myself”I’m treating myself”

““Important/Successful”Important/Successful”

D. Semans, AMA Internal Branding

What’s a Brand?What’s a Brand?

SmartSmartResponsiveResponsiveStable/TrustworthyStable/TrustworthyFastFastAccurateAccurate

““Performance”Performance”

RelationshipBenefits

PerformanceBenefits

OutgoingOutgoingEasy to talk withEasy to talk withTakes criticism Takes criticism wellwell

The ultimate Secretary?

“Feel good”

What is a Brand?What is a Brand?

At it’s best, your Brand = a happy At it’s best, your Brand = a happy and valuable reality—it sets you and valuable reality—it sets you apart, draws people towards you.apart, draws people towards you.

At it’s worst…At it’s worst…

What is a Brand?What is a Brand?

“Wait a minute, we’re lemurs, LEMURS!”“Wait a minute, we’re lemurs, LEMURS!”

Why is Brand Important?Why is Brand Important?

It guides you, your staff and your It guides you, your staff and your constituents’ behavior and thinking about constituents’ behavior and thinking about your institution.your institution.

At its best, the Volvo Effect At its best, the Volvo Effect At its worst, At its worst,

the Lemmings Effect the Lemmings Effect

“…cars are driven by people. The guiding principle behind everything we make at Volvo,therefore,is and must remain, safety.”

--Gabrielsson and Larson, 1927

What is Brand-ing?What is Brand-ing?

““The strategic journey towards aligning The strategic journey towards aligning perception with reality while moving perception with reality while moving towards the best reality possible.”--Bowerstowards the best reality possible.”--Bowers

California Western’s Journey thus far…California Western’s Journey thus far…– Scattered and reactiveScattered and reactive– 15 month process15 month process

Focus Groups, Surveys, Meetings, Reports, RetreatFocus Groups, Surveys, Meetings, Reports, Retreat Roll outRoll out So far…so goodSo far…so good Next Steps for us—Internal workNext Steps for us—Internal work

Old Thinking about Brand-Old Thinking about Brand-inging

We used to think a brand was a:We used to think a brand was a:– NameName– LogoLogo– ProductProduct– Ad CampaignAd Campaign

Marketing’s Job

Times have ChangedTimes have Changed

Adam Smith in Adam Smith in The Wealth of The Wealth of NationsNations– Services were just what you had to do to Services were just what you had to do to

get things to market—NOT of value in get things to market—NOT of value in and of themselves….and of themselves….

Today, we have moved from goods to Today, we have moved from goods to services to experiences. Next step: services to experiences. Next step: Transformation Economy. Gilmore and Transformation Economy. Gilmore and Pine: Pine: The Experience EconomyThe Experience Economy

Times have changedTimes have changed

People are looking for experience:People are looking for experience:

67% of consumers say: 67% of consumers say:

““Even though there are many things I Even though there are many things I would like to own, I prefer spending would like to own, I prefer spending my money on experiences that will my money on experiences that will enrich my life.”enrich my life.”

Lifestyle Link, May 2001, Yankelovich Lifestyle Link, May 2001, Yankelovich MonitorMonitor

Branding NowBranding Now

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 more importantly - by actions.actions.

Branding is Experiential

and

Everyone’sResponsible

For it

D. Semans,AMA Internal Branding

Brand ExperienceBrand Experience

Beckwith in Beckwith in Selling the InvisibleSelling the Invisible Don’t just create what the Don’t just create what the

market needs or wants. Create market needs or wants. Create what it would love.what it would love.

Marketing is not a department. Marketing is not a department. It’s your business. (>1/2 It’s your business. (>1/2 Japanese Companies have no Japanese Companies have no marketing dept.)marketing dept.)

PAULPAUL

Integrated MarketingIntegrated Marketing

Larry Lauer’s recently published bookLarry Lauer’s recently published book

Advancing Higher Education in Advancing Higher Education in Uncertain Times, CASE Books 2006Uncertain Times, CASE Books 2006

““The Strategic Plan Should be a The Strategic Plan Should be a Marketing Plan.”Marketing Plan.”

Offers a vision and plan for how Branding Offers a vision and plan for how Branding can be brought into center stage in the can be brought into center stage in the institution’s life. Buy it, Read it, Work it!institution’s life. Buy it, Read it, Work it!

A Brand-ing StrategyA Brand-ing Strategy

CurrentBrand

BrandVision

XX

X

BrandPosition

BrandStrategy

Brand Vision – the “happiest reality”Brand Vision – the “happiest reality” Brand Strategy – the pathBrand Strategy – the path Brand Positioning – the first stepBrand Positioning – the first step

Based on D. Semans’ AMA Internal Branding

A Unified MessageA Unified Message

10 Balls vs. 1 Ball10 Balls vs. 1 Ball

A Mission/Promise/Positioning A Mission/Promise/Positioning Statement—Who are you, what do Statement—Who are you, what do you offer and to whom to you offer it.you offer and to whom to you offer it.

Must be believable, relevant, must Must be believable, relevant, must set you apart, grounded in reality.set you apart, grounded in reality.

Classic Promise StatementClassic Promise Statement

To thirsty, sweaty male jocks, __________ is To thirsty, sweaty male jocks, __________ is

the original sports beverage that quenches the original sports beverage that quenches

thirst while replacing fluids and electrolytes thirst while replacing fluids and electrolytes

lost through strenuous activity, thus lost through strenuous activity, thus

enhancing performance because its formula enhancing performance because its formula

is designed specifically for athletes.is designed specifically for athletes.


To Teenagers who love rock and roll and To Teenagers who love rock and roll and

television, ____ is the original 24-hour music television, ____ is the original 24-hour music

cable TV channel with music videos that cable TV channel with music videos that

gives them a channel they feel is theirs alone gives them a channel they feel is theirs alone

because it caters to this youthful audience.because it caters to this youthful audience.


To adults who like to experiment with new and To adults who like to experiment with new and

different tastes and who are willing to pay a different tastes and who are willing to pay a

premium to do so, _______ is the authentic premium to do so, _______ is the authentic

gourmet “French” mustard that provides an gourmet “French” mustard that provides an

alternative to regular “hot dog mustards,” alternative to regular “hot dog mustards,”

because it has a more sophisticated formula because it has a more sophisticated formula

and taste.and taste.

(Not so) Classic Promise (Not so) Classic Promise StatementStatement

___ is the independent, ABA/AALS accredited San Diego ___ is the independent, ABA/AALS accredited San Diego law school that advances multi-dimensional law school that advances multi-dimensional lawyering by educating lawyers-to-be as creative lawyering by educating lawyers-to-be as creative problem solvers and principled advocates who frame problem solvers and principled advocates who frame the practice of law as a helping, collaborative the practice of law as a helping, collaborative profession.profession.By emphasizing the intersection of theory and practice By emphasizing the intersection of theory and practice

throughthrough A rigorous an innovative curriculumA rigorous an innovative curriculum An experienced and supportive facultyAn experienced and supportive faculty Renowned real-world programs, institutes and clinics,Renowned real-world programs, institutes and clinics, And proximity to metropolitan resources including law firms, And proximity to metropolitan resources including law firms,

courts and partnering universitiescourts and partnering universities

____ forms graduates who have the knowledge, skills, ____ forms graduates who have the knowledge, skills, perspective and self-discipline to build rewarding careers.perspective and self-discipline to build rewarding careers.

How we use the Promise How we use the Promise Statement Statement

Beckwith says—Use it, don’t publish it!Beckwith says—Use it, don’t publish it!

““Lex (schola) ferenda” “What law school Lex (schola) ferenda” “What law school ought to be.”ought to be.”

““What is law?”What is law?”““What is a lawyer?”What is a lawyer?”““What is law school?”What is law school?”““What is this law school?”What is this law school?”““A broader perspective”A broader perspective”

Your turnYour turn

Your Department’s Positioning/Mission Your Department’s Positioning/Mission StatementStatement

For For (target market(target market), __ is the only (), __ is the only (frame of frame of reference or competitive setreference or competitive set) that ) that ((differentiationdifferentiation) because () because (proof or supporting proof or supporting points.)points.)

-OR--OR- Who are you? What are you?Who are you? What are you?

– What do you do? Who do you serve?What do you do? Who do you serve?– Why ?Why ?

ReportsReports

When you get homeWhen you get home

Read Lauer’s bookRead Lauer’s book ReadRead Selling the Invisible Selling the Invisible by Harry by Harry

BeckwithBeckwith In your Department:In your Department:

– Share your draft statement with Share your draft statement with someone else in the departmentsomeone else in the department

– Brainstorm possible benefits of having Brainstorm possible benefits of having such a statementsuch a statement

– Share with bossShare with boss

When you get homeWhen you get home

In your institutionIn your institution– Identify your school’s BrandIdentify your school’s Brand– Identify how your work fulfills the promiseIdentify how your work fulfills the promise– Talk with others about how to better Talk with others about how to better

integrate the Brand Promise into: integrate the Brand Promise into: communications—internal and external, communications—internal and external, events, performance reviews….events, performance reviews….

Find passion for your Brand or find a Find passion for your Brand or find a Brand you can be passionate about!Brand you can be passionate about!

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Brand (1)