1. Brand MattersBrand Matters
Paul Chesser
David Bowers
CASE Essential Direct
Marketing, Toronto 2006

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

3. 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 aDates back to Beowulf, when it referred to a
burning conflagration.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 Menus?”Hotel World 1922– “Brand Names on Menus?”

4. What is Brand?What is Brand?
 Brand is a product from a knownBrand is a product from a known
source (organization). The namesource (organization). The name
of the organization can also serveof the organization can also serve
as a brand. The brand valueas a brand. The brand value
reflects how a product's name, orreflects how a product's name, or
company name, is perceived bycompany name, is perceived by
the marketplace, whether that is athe marketplace, whether that is a
target audience for a product ortarget audience for a product or
the marketplace in general (clearlythe marketplace in general (clearly
these can have different meaningsthese can have different meanings
and therefore different values). Itand therefore different values). It
is important to understand theis important to understand the
meaning and the value of themeaning and the value of the
brand (for each target audience) inbrand (for each target audience) in
order to develop an effectiveorder to develop an effective
marketing mix, for each targetmarketing mix, for each target
audience.audience.
– Learnthat.comLearnthat.com
 Is not a logoIs not a logo
 Is not a tag lineIs not a tag line
 Is not anIs not an
advertisingadvertising
strategystrategy
 Is valueIs value
 Is heart and soulIs heart and soul
 Is DifferentiationIs Differentiation R Matute, Branding and Brand Management,R Matute, Branding and Brand Management,
Oct 05Oct 05

5. What is Brand?What is Brand?
A brand is an intangible asset that resides inA brand is an intangible asset that resides in
people’s minds, which is defined by thepeople’s minds, which is defined by the
expectations people have about theexpectations people have about the
benefits they will receive. Thesebenefits they will receive. These
expectations of benefits are developedexpectations of benefits are developed
over time by communications and - moreover time by communications and - more
importantly - by actions.importantly - by actions.
 Debra Semans AMA Internal Branding NYC, Sept 2006Debra Semans AMA Internal Branding NYC, Sept 2006

6. What is Brand?What is Brand?

7. What is Brand?What is Brand?
Brand Perception
Perception Happy
Reality
At Best

8. What is Brand?What is Brand?
 It’s people’s perception ofIt’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 me?)Performance Benefits (What’s it/she do for me?)
– Emotional Benefits (How’s it/he make me feel?)Emotional Benefits (How’s it/he make me feel?)

9. What’s a Brand?What’s a Brand?
HandlingHandling
ResponsivenessResponsiveness
StabilityStability
Speed/AccelerationSpeed/Acceleration
TechnologyTechnology
““Performance”Performance”
Relationship
Benefits
Performance
Benefits
PrestigiousPrestigious
Part 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

10. What’s a Brand?What’s a Brand?
SmartSmart
ResponsiveResponsive
Stable/TrustworthyStable/Trustworthy
FastFast
AccurateAccurate
““Performance”Performance”
Relationship
Benefits
Performance
Benefits
OutgoingOutgoing
Easy to talk withEasy to talk with
Takes criticism wellTakes criticism well
The ultimate
Secretary?
“Feel good”

11. What is a Brand?What is a Brand?
 At it’s best, your Brand = a happy andAt it’s best, your Brand = a happy and
valuable reality—it sets you apart, drawsvaluable reality—it sets you apart, draws
people towards you.people towards you.
 At it’s worst…At it’s worst…

12. What is a Brand?What is a Brand?
“Wait a minute, we’re lemurs, LEMURS!”“Wait a minute, we’re lemurs, LEMURS!”

13. Why is Brand Important?Why is Brand Important?
 It guides you, your staff and your constituents’It guides you, your staff and your constituents’
behavior and thinking about your institution.behavior and thinking about your institution.
 At its best, the Volvo EffectAt its best, the Volvo Effect
 At its worst,At its worst,
the Lemmings Effectthe 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

14. What is Brand-ing?What is Brand-ing?
 ““The strategic journey towards aligningThe strategic journey towards aligning
perception with reality while moving towards theperception with reality while moving towards the
best reality possible.”--Bowersbest 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

15. Old Thinking about Brand-ingOld Thinking about Brand-ing
 We used to think a brand was a:We used to think a brand was a:
– NameName
– LogoLogo
– ProductProduct
– Ad CampaignAd Campaign
M
arketing’s Job

16. Times have ChangedTimes have Changed
 Adam Smith inAdam Smith in The Wealth of NationsThe Wealth of Nations
– Services were just what you had to do to getServices were just what you had to do to get
things to market—NOT of value in and ofthings to market—NOT of value in and of
themselves….themselves….
Today, we have moved from goods to servicesToday, we have moved from goods to services
to experiences. Next step: Transformationto experiences. Next step: Transformation
Economy. Gilmore and Pine:Economy. Gilmore and Pine: TheThe
Experience EconomyExperience Economy

17. 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 wouldEven though there are many things I would
like to own, I prefer spending my moneylike to own, I prefer spending my money
on experiences that will enrich my life.”on experiences that will enrich my life.”
Lifestyle Link, May 2001, YankelovichLifestyle Link, May 2001, Yankelovich
MonitorMonitor

18. 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 - moremore
importantly - by actions.importantly - by actions.
Branding is
Experiential
and
Everyone’s
Responsible
For it
D. Semans,AMA Internal Branding

19. Brand ExperienceBrand Experience
Beckwith inBeckwith in Selling the InvisibleSelling the Invisible
 Don’t just create what the marketDon’t just create what the market
needs or wants. Create what itneeds or wants. Create what it
would love.would love.
 Marketing is not a department. It’sMarketing is not a department. It’s
your business. (>1/2 Japaneseyour business. (>1/2 Japanese
Companies have no marketingCompanies have no marketing
dept.)dept.)

20. PAULPAUL

21. Integrated MarketingIntegrated Marketing
Larry Lauer’s recently published bookLarry Lauer’s recently published book
Advancing Higher Education inAdvancing Higher Education in
Uncertain Times, CASE Books 2006Uncertain Times, CASE Books 2006
““The Strategic Plan Should be aThe Strategic Plan Should be a
Marketing Plan.”Marketing Plan.”
Offers a vision and plan for how BrandingOffers a vision and plan for how Branding
can be brought into center stage in thecan 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!

22. A Brand-ing StrategyA Brand-ing Strategy
Current
Brand
Brand
Vision
X
X
X
Brand
Position
Brand
Strategy
 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

23. A Unified MessageA Unified Message
 10 Balls vs. 1 Ball10 Balls vs. 1 Ball
 A Mission/Promise/Positioning StatementA Mission/Promise/Positioning Statement
—Who are you, what do you offer and to—Who are you, what do you offer and to
whom to you offer it.whom to you offer it.
 Must be believable, relevant, must set youMust be believable, relevant, must set you
apart, grounded in reality.apart, grounded in reality.

24. Classic Promise StatementClassic Promise Statement
To thirsty, sweaty male jocks, __________ isTo thirsty, sweaty male jocks, __________ is
the original sports beverage that quenchesthe original sports beverage that quenches
thirst while replacing fluids and electrolytesthirst while replacing fluids and electrolytes
lost through strenuous activity, thuslost through strenuous activity, thus
enhancing performance because its formulaenhancing performance because its formula
is designed specifically for athletes.is designed specifically for athletes.

25. Classic Promise StatementClassic Promise Statement
To Teenagers who love rock and roll andTo Teenagers who love rock and roll and
television, ____ is the original 24-hour musictelevision, ____ is the original 24-hour music
cable TV channel with music videos thatcable TV channel with music videos that
gives them a channel they feel is theirs alonegives them a channel they feel is theirs alone
because it caters to this youthful audience.because it caters to this youthful audience.

26. Classic Promise StatementClassic Promise Statement
To adults who like to experiment with new andTo adults who like to experiment with new and
different tastes and who are willing to pay adifferent tastes and who are willing to pay a
premium to do so, _______ is the authenticpremium to do so, _______ is the authentic
gourmet “French” mustard that provides angourmet “French” mustard that provides an
alternative to regular “hot dog mustards,”alternative to regular “hot dog mustards,”
because it has a more sophisticated formulabecause it has a more sophisticated formula
and taste.and taste.

27. (Not so) Classic Promise Statement(Not so) Classic Promise Statement
___ is the independent, ABA/AALS accredited San Diego___ is the independent, ABA/AALS accredited San Diego
law school that advances multi-dimensional lawyering bylaw school that advances multi-dimensional lawyering by
educating lawyers-to-be as creative problem solvers andeducating lawyers-to-be as creative problem solvers and
principled advocates who frame the practice of law as aprincipled advocates who frame the practice of law as a
helping, collaborative profession.helping, collaborative profession.
By emphasizing the intersection of theory and practice throughBy emphasizing the intersection of theory and practice through
 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, courtsAnd proximity to metropolitan resources including law firms, courts
and partnering universitiesand partnering universities
____ forms graduates who have the knowledge, skills, perspective____ forms graduates who have the knowledge, skills, perspective
and self-discipline to build rewarding careers.and self-discipline to build rewarding careers.

28. How we use the PromiseHow we use the Promise
StatementStatement
Beckwith says—Use it, don’t publish it!Beckwith says—Use it, don’t publish it!
““Lex (schola) ferenda” “What law school ought toLex (schola) ferenda” “What law school ought to
be.”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”

29. Your turnYour turn
Your Department’s Positioning/MissionYour Department’s Positioning/Mission
StatementStatement
 ForFor (target market(target market), __ is the only (), __ is the only (frame offrame of
reference or competitive setreference or competitive set) that () that (differentiationdifferentiation))
because (because (proof or supporting points.)proof or supporting 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 ?

30. ReportsReports

31. When you get homeWhen you get home
 Read Lauer’s bookRead Lauer’s book
 ReadRead Selling the InvisibleSelling the Invisible by Harryby Harry
BeckwithBeckwith
 In your Department:In your Department:
– Share your draft statement with someone elseShare your draft statement with someone else
in the departmentin the department
– Brainstorm possible benefits of having such aBrainstorm possible benefits of having such a
statementstatement
– Share with bossShare with boss

32. 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 integrateTalk with others about how to better integrate
the Brand Promise into: communications—the Brand Promise into: communications—
internal and external, events, performanceinternal and external, events, performance
reviews….reviews….
Find passion for your Brand or find aFind passion for your Brand or find a
Brand you can be passionate about!Brand you can be passionate about!