Brand Matters Paul Chesser David Bowers CASE Essential Direct Marketing, Toronto 2006
“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… 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?”
Brand is a product from a known source (organization). The name of the organization can also serve as a brand. The brand value reflects how a product's name, or company name, is perceived by the marketplace, whether that is a target audience for a product or the marketplace in general (clearly these can have different meanings and therefore different values). It is important to understand the meaning and the value of the brand (for each target audience) in order to develop an effective marketing mix, for each target audience. Learnthat.com Is not a logo Is not a tag line Is not an advertising strategy Is value Is heart and soul Is Differentiation R Matute, Branding and Brand Management, Oct 05 What is Brand?
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
Brand Perception At Best Happy Reality Perception What is Brand?
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 Benefits Relationship Benefits • Prestigious • Part of a select group • “I’ve made it” • “I’m treating myself” “Important/Successful” • Handling • Responsiveness • Stability • Speed/Acceleration • Technology “Performance” D. Semans, AMA Internal Branding
What’s a Brand? Performance Benefits Relationship Benefits • Outgoing • Easy to talk with • Takes criticism well • Smart • Responsive • Stable/Trustworthy • Fast • Accurate “Performance” The ultimate Secretary? “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…
Why is Brand Important? • It guides you, your staff and your constituents’ behavior and thinking about your institution. • At its best, the Volvo Effect • At its worst, 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? • “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 Marketing’s Job
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 expectations people have about the benefits they will receive. These expectations of benefits are developed over time by communications and - more importantly - by actions. Branding is Experiential and Everyone’s Responsible For it 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.)
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 Brand Strategy X X X Brand Position Current 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 ?
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!