The document discusses the importance of building a strong brand through establishing an emotional connection with consumers. It emphasizes that brands are built by people, not logos, and takes time to develop through consistency and trust. Starbucks is used as an example of a company that prioritized employee satisfaction and culture to indirectly create a positive customer experience and brand loyalty. While logos and advertising can promote a brand, what is most critical is living up to the brand promise through interactions with customers at every level.

1. Enhancing Our Brand
Marketing Meeting – February 24, 2011

2. What is this thing we call a Brand?
 Is it a look or logo? A name, product line or
service?
 Is it something that provides an emotional
connection and helps consumers cut through
marketplace clutter?
 It’s not an abstract concept. It is our single
greatest asset….the reason why people choose
us over any other product.

3. Branding 101
 Brands are built by people…..not by
logos or advertising.
 Strong Brands aren’t built in a day,
week or month. It takes years.
 Brands are about promises and trust.
 Strong Brands help guide executive
decision-making.

4. Why Is Building a Brand so
Important?
 To differentiate you from your competition.
 To create value.
 To get buy in from your entire community –
‘bottom up.’

5. The Value of Building a Brand
“…In the factory we make cosmetics, in the store we
sell hope.”
-- Charles Revlon
“If all Coca Cola's assets were destroyed overnight ,
whoever owned the Coca Cola name could walk
into a bank the next morning and get a loan to
rebuild everything.“
-- Carlton Curtis
VP Corporate Communications, Coca Cola

6. Starbucks
 Founded in 1971 at Seattle’s Pike Place Market.
 In 25 years, grew from 18 stores to 9,671.
 Known for attention to detail and its hip
environment.
 Starbucks Chairman, Howard Schultz says he’s
not in the coffee business serving people. He’s
in the people business serving coffee.

7. Is a Cup of Coffee Really Worth $5?
“The product that will not sell without
advertising will not sell profitably with
advertising.” – Howard Schultz

8. Commitment from the “Bottom – Up”
 In the first 25 years, Starbucks spent
less than $20 million on traditional
advertising.
 Instead it plowed potential ad spending
into employee benefits.
 One of the first to offer part-time
employees stock options and health
benefits.
 Why? Because the employee is crucial
to the Starbucks experience.

9. Is a Cup of Coffee Really Worth $5?
“If we want to exceed the trust of our
customers, then we first have to build trust
with our people. A brand has to start with
the culture and naturally extend to our
customers.”
-- Howard Schultz, Starbucks Chairman

10. Strong Brands have an Emotional Connection
 The brand stands for something important to
consumers.
 The brand is intense and vibrant and connects
with people on multiple levels and senses.
 The brand is unique.
 The brand is admirable.
 The brand consistently interacts and never
disappoints.
 The brand makes them feel good.

11. Great Brands
 Great brands are not viewed as commodities.
 Great brands deliver against a promise.
 Great brands create strong word of mouth.
 Great brands convey value systems.
 Great brands know how far the brand can stretch.
 Great brands create relationships.
 Great brands forge emotional connections.
 Great brands really know their consumers.

12. Great Brands
Do we want to be a Great Brand?

14. Finding Our Focus
WHO ARE We?

15. Great Brands Stand for One
Thing
Maytag Freedom
Volvo Thinking Differently
Disney Overnight, No Excuses
Nike Safety
Harley Magic
Apple Dependability
FedEx Quality Footware

16. Great Brands Stand for One
Thing
Maytag Dependability
Volvo Safety
Disney Magic
Nike Quality Footware
Harley Freedom
Apple Thinking Differently
FedEx Overnight, No Excuses

18. I’M One -- the Brand Promise
 Simply put being Tennessee's Best is a goal for MTSU to
recruit the best students, retain the best faculty, and being
committed to enhancing academic quality and a student-
centered environment; two pillar of our academic master
plan. As President McPhee said when the campaign was
officially initiated at the Fall Faculty meeting, the I’M ONE
campaign is designed to recognize the important role each
individual plays in helping students reach their full potential.

19.  Why did I’M One ‘work’ in
Admissions and did not continue to
resonate across campus?

20.  Do we want to develop an Ad Campaign that
may have a ‘lifespan’ of 1-2 years?
 Or do we want to develop a Marketing
Campaign that will embrace “who we are”
and a “Brand Promise” that will serve the
University for years & years?