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Audiences, Stakeholders, & Brands Nicholas Rhodes April 2015

Audiences, Stakeholders & Brands

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By Nicholas Rhodes

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Audiences, Stakeholders, & BrandsNicholas Rhodes April 2015

HelloAudiences, StakeholdersLessons from Enterprise

HEI specificsBranding strategyBrand architecture

Photo: John Sturrock

Hello

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

AudiencesStudents: UG, PG

Student sponsors

Researchers

Faculty

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

International AudiencesLANGUAGE

REPUTATION

LOCATION

COSTSource: Rhodes 2015

Audiences

Phot

o: Jo

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turro

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Phot

o: Jo

hn S

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Not simply instrumental choice - It’s emotional too...

BRANDS

HEIs: Audiences, & Brands

Sensory overload is your competitor...

Be DIFFERENT

Enterprise vs Nonprofit Branding

The only one 唯一的

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。

Marty Neumeier:IT’S NOT WHAT YOU SAY, IT’S HOW PEOPLE Feel ABOUT YOU重要的不是你说了什么,而是人们对你有

何感受 ⻢马蒂·诺伊迈尔

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

HEI Specifics

Dionysus

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

SummaryAudience orientationCustomer insight: emotional and instrumental driversRelevant brand architecturesStakeholder buy-in