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By Nicholas Rhodes
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HelloAudiences, StakeholdersLessons from Enterprise
HEI specificsBranding strategyBrand architecture
Moët & ChandonGivenchyMontblancFritz HansenLibertyPaul SmithCNN BespokeHermèsChristian DiorRémy MartinMicrosoftLVMHMolton BrownOrangeStrenesseMacallenVertuAbsolutSamsoniteKenzoITVUnilever
Brand42
Central Saint Martins
Rhodes & Lauritsen
photo: John Sturrock
Europe’s largest specialist arts and design university
19,000 students
100 countries
38% of Central Saint Martins’ cohort from outside of the UK
photo: John Sturrock
Leading provider of short courses on creative subjects with around 20,000 students across the year, from 159 countries, aged 10–82
photo: John Sturrock
Central Saint Martins4,000 Students
1,000 academic, research and technical staff, 2,000 Associate Lectures.
37 Courses
AudiencesResearch Funders
Alumni
Funding authorities
Commercial partners
Publics
Accrediting organisations
Media
AudiencesBuying behaviours
pre-search behaviour
search behaviour
application decision
choice decision
matriculation decisionSource: Sargeant 2009
AudiencesFactors influencing choice (PG)
Course content 39%Location 19%Availability of funding 12%Reputation of institution 10%Only institution offering course 7%Recommendation 4%Other 15%
Source: Sargeant 2009
Source: CC Hello Future http://brandtouchpointmatrix.com
Message & Medium
Source: CC Hello Future http://brandtouchpointmatrix.com
Our brand is the ONLY boutique hotel in Hong Kong that serves organic food exclusively.
我们的品牌是香港唯一只供应有机食品的精品酒店。
0 1 2 33 2 1
Exclusive 稀缺品
Serious
Kitchen
Trendy
Lively
Mature
Accessible大路货
Playful
Factory
Established
Contemporary
Quiet
Youthful
Distant
https://c1.staticflickr.com/3/2727/4263547210_f2ce2c7333_z.jpg?zz=1
Cellular culture
Source:http://ervinandsmith.com/blog/branding/four-brand-architecture-examples/
Brand Architecture
Source:http://ervinandsmith.com/blog/branding/four-brand-architecture-examples/
Source:http://ervinandsmith.com/blog/branding/four-brand-architecture-examples/
Source:http://ervinandsmith.com/blog/branding/four-brand-architecture-examples/
Source:http://ervinandsmith.com/blog/branding/four-brand-architecture-examples/
Open University Advertisement
Source: https://www.youtube.com/watch?v=ktAnpf_nu5c
SummaryAudience orientationCustomer insight: emotional and instrumental driversRelevant brand architecturesStakeholder buy-in