This is a handout for a workshop designed to show and ideal brand process versus a DIY approach. It contains two exercises by brand experts designed to get you and institutional leadership thinking about the importance of unified branding. The presentation has a cross section of some easy tools for testing creative online, as well as examples of how to set up an affinity test, a messaging test, and an actionable items test. Presented by Doug Gapinski, mStoner, and Patricia Vandenberg, Executive Director of Communications and Strategic Initiatives, Mount Holyoke, at CASE I in Boston, January 2010.
2. Patricia Vandenberg
Mount Holyoke College
Doug Gapinski
mStoner
Executive Director
of Communications and
Strategic Initiatives
Creative Director
Friday, January 29, 2010
4. I. Presentation
• What is a brand?
• Why does it matter?
• What’s new?
• What does it look like on the web?
Friday, January 29, 2010
5. II. Workshop
• A dive into branding process
• Exercises for thinking about and assessing
your institution’s brand
• DIY testing: making sure the brand
is being delivered by the marketing platform
Friday, January 29, 2010
6. A dive into branding process
Friday, January 29, 2010
15. The only
that
for
in
who
in an era of
For Harley-Davidson
motorcycle manufacturer
makes big, loud motorcycles
macho guys
in the United States (mostly)
want to join a gang of cowboys
decreasing personal
freedom
what:
how:
who:
where:
why:
when:
Friday, January 29, 2010
16. The only
that
for
in
who
in an era of
For Mount Holyoke College
elite liberal arts college
combines rigorous liberal arts education
with intentional career preparation
bright, ambitious women
from around the globe
want to live lives of purpose and distinction
a still male-dominated world.
what:
how:
who:
where:
why:
when:
Friday, January 29, 2010
17. For UMass Amherst
The only
that
for
in
who
in an era of
prestigious public university
is committed to access
for citizens
of Massachusetts
want exceptional opportunity and a great value
sky rocketing costs in higher education.
what:
how:
who:
where:
why:
when:
Friday, January 29, 2010
20. The only
that
for
in
who
in an era of
what:
how:
who:
where:
why:
when:
For Mount Holyoke College Alumnae
organization
provides a lasting connection to an intellectual
home and a worldwide network of “sisters”
for Mount Holyoke alumnae
around the globe
who want intellectual depth and a sense of community
in a world increasingly subject to
sound bites and a sense of alienation
Friday, January 29, 2010
23. Creation Story
How / why was your institution
founded? Were key players involved?
What’s special about the location?
Creed
Does your institution have a set of
core principals? A tag line or motto?
Any other statement that
encompasses what it is about?
The Icons
Who is well-known that is attached
to your institution? What colors are
you known for? How about
landmarks?The Rituals
What traditions, regular events or
gatherings are associated with your
institution?
The Non-believers
Who is your institution’s biggest
competitor, or detractors? What do
they believe that isn’t true?
The Sacred Words
What vocabulary do you hear
people within your institution use
over and over to describe it?
What are the attributes that
are special?
The Leader
Who is the President, Dean,
or Head of School? How does the
institution or the public
think of them?
Friday, January 29, 2010