Brand Consistency during Presidential Transitions
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The document discusses how to build a brand for an institution that will be embraced by future presidents. It emphasizes that the brand should represent the core values and essence of the place rather than any individual. An effective brand will transcend changes in leadership by being timeless, meaningful, and flexible enough to accommodate new directions. The brand must demonstrate its relevance to attract a new president and compel them to continue nurturing and bending the brand to support their agenda.
Brand Consistency during Presidential Transitions
- 1. Building a Brand That the Next President Will Embrace CASE I/II New York City January 23, 2012 Building a brand the next president will embrace 1 油
- 2. Our Main Point ≒ If institutions develop a brand the right way, then the brand is bigger than any one individual at the institution. ≒ The right way captures the essence of a place. It will transcend past individual presidents and their personalities. ≒ Not every brand deserves to survive presidential transition. ≒ Brands evolve if you have a humanly connected truthful brand it will bend but not break. Building a brand the next president will embrace 2 油
- 3. Questions well address ≒ So what makes new leadership decide to retain instead of replace a brand? ≒ What sort of brand building process can increase the likelihood that a new president will stick with it? ≒ How do you educate your board and senior leadership team? ≒ Why should you care? Building a brand the next president will embrace 3 油
- 4. Great brand schools have: ≒ Histories in which they take pride ≒ Traditions that bind the generations ≒ Alumni who remain engaged for life ≒ The confidence to be themselves Building a brand the next president will embrace 4 油
- 5. When developing a brand, be sure it is: ≒ Rooted in the institutions core values ≒ Distinguishing ≒ Single-minded but inclusive ≒ Reflective of our reality and our aspiration ≒ Timeless, eloquent, elegant This is why brand development is an art. Building a brand the next president will embrace 5 油
- 6. Brands new presidents are likely to hold on to Those that: ≒ Represent a big, timeless idea ≒ Win respect of the stakeholders ≒ Define the institution, not its leader ≒ Have meaning beyond the phrases that capture them ≒ Resonate with future stakeholders and current ones Building a brand the next president will embrace 6 油
- 7. Your new president is more likely to stick with your brand if it: ≒ Isnt personal to the previous president ≒ Is undeniably true ≒ Hasnt been beaten to death through overexposure or poor stewardship ≒ Is fertile enough soil in which to grow the legacy of a new administration ≒ Exists as more than an ad campaign or a tagline ≒ Is flexible enough to bend Building a brand the next president will embrace 7 油
- 8. Brands new presidents are likely to discard: ≒ Brands that are worn out ≒ Brands that are obsolete or which dont support the new administrations mandate ≒ Brands that speak narrowly to a previous administrations version of the truth of the institution Building a brand the next president will embrace 8 油
- 9. Why is it desirable that a well-conceived brand outlive its creator? ≒ Because your brand is your institutions story, and so long as the institution exists, it can never be completely told ≒ Because your brand is supposed to help you build institutional reputation, and its capacity to do this expands with the passage of time ≒ Because its clear evidence of institutional integrity, good stewardship, and constancy of purpose Building a brand the next president will embrace 9 油
- 10. Pres. 油Haaland 油 ≒ 油 油MarkeBng 油CommiDee 油 油 holds 油brand 油 油 油 油 油reshaped 油to 油be 油Brand 油Council 油 development 油 ≒ 油 油Search 油for 油new 油President 油 油 Pres. 油Riggs 油 油 workshop 油 油 油 油 油begins, 油posiBoning 油statement 油 油 era 油begins 油 油 油 油 油used 油 2001 油 2002 油 2003 油 2004 油 2005 油 2006 油 2007 油 2008 油 2009 油 2010 油 2011 油 2012 油 Long-足term 油 ≒New 油seal 油 油 ≒ 油 油Key 油messages 油 油 brand 油 for 油175th 油 油 油 油 油adopted 油 strategy 油 ≒ 油 油Integrated 油 油 approved 油 油 油 油 油markeBng 油plan 油 油 and 油 Pres. 油Will 油 油 油 油 油developed 油 implemented 油 retains 油 brand 油 strategy 油 Building a brand the next president will embrace 10 油
- 11. What we found in 2003: ≒ We were graduating alumni forever grateful for their experience at the College, but not forever committed to the institution itself. ≒ We discovered little brand reverence little sense that Gettysburg College is a little bigger than life ≒ We were matriculating students who had little interest in or appreciation of the meaning of the place. Building a brand the next president will embrace 11 油
- 12. The great irony: We were committing to preparing citizens of this country and others to go out and change the world, yet we would allow our students to matriculate largely oblivious to their four-year citizenship in (and subsequently life-long connection with) a place that in fact did change the world. Building a brand the next president will embrace 12 油
- 13. The Positioning Statement: (de鍖nition) ≒ A carefully developed interpretation of what the institution is best at, for whom, and why ≒ A strategic tool designed to serve as the foundation of the Colleges claim to leadership in its category ≒ In its entirety, a statement that could describe no other institution Building a brand the next president will embrace 13 油
- 14. The Gettysburg College Positioning Statement Gettysburg is a college deeply rooted in the American experience. It was born of democratic values, strong optimism, and the firm conviction that only a liberal arts education fully awakens and prepares people to lead lives of enlightened contribution to a free society. Gettysburg stands as witness and authority to the depths of devotion required to confirm the nation and perfect its promise. This unique perspective has long shaped and strengthened the Colleges development as an academic institution modern in facility and pedagogy, honoring of service to others, and committed to the preparation of the whole person. Gettysburg College is a highly motivated community of intentional students, faculty, and administrators, who come together in this place to build in each other a passion and capacity for the responsibility of citizenship, and the opportunity of leadership, within a community, a nation, and a world. Building a brand the next president will embrace 14 油
- 15. The promise of Gettysburg College: In 2003 this promise was codified: Gettysburg College prepares its students to lead energetic, engaged and enlightened lives. In 2010 the promise was recast: Gettysburg College prepares its students to be leaders and active citizens of their professions, communities, nations, and world. Building a brand the next president will embrace 15 油
- 16. The Brand Signature of Gettysburg College: Do great work Building a brand the next president will embrace 16 油
- 17. Building brand coherent traditions: ≒ Class Flags/Convocation/Graduation ≒ The First-Year Walk ≒ The new and more proudly displayed college seal ≒ The History of the College exhibit Building a brand the next president will embrace 17 油
- 19. Building a brand the next president will embrace 19 油
- 20. Transition to President Riggs ≒ May 2008, EES Board Committee meeting, plans to enhance visibility and improve academic reputation ≒ President Council retreats secured agreement on programs of national distinction and did a complete review of current research results to understand our image. Four external firms were brought in to brainstorm with the team ≒ EES team develops Communication Plan to increase institutional visibility ≒ Developed 5 key marketing messages with supporting programs and facts that was shared with the board during an April 2010 webinar. Reorganized the Communications team to better support institutional marketing and developed the first phase of a bolder approach to Do Great Work with the Admissions view book Building a brand the next president will embrace 20 油
- 21. Brand as it exists today (Year 10) ≒ First-Year Handbook ≒ Annual Fund solicitation ≒ A new Viewbook ≒ Search ≒ Admissions Outcomes ≒ VLS materials ≒ Presidents Video Building a brand the next president will embrace 21 油
- 22. Some Dos and Donts ≒ Do: keep a firm rein on your brand, but give it its lead and let it run If the brand is sound, you can trust the people of the institution with it The secret to any brands longevity: regular exercise (exposure) good diet (great stories) and plenty of rest (no over-exposure) ≒ Dont: Hammer the brand. If you treat it like an ad campaign, it will wear thin like an ad campaign, and beg to be retired Building a brand the next president will embrace 22 油
- 23. Dos and Donts ≒ Think broadly about your brandmessage consistency is important, but your brand is a three-dimensional concept, not a three-word phrase, a :30 sec. commercial or an Ad Word campaign ≒ Treat the brand line, and your expressions of it, with the same respect you wish others to give it ≒ Build equity in your brand over timelet it come to live in a comfortable place in the consciousness of your campus community Building a brand the next president will embrace 23 油
- 24. Building a brand the next president will embrace
- 25. Summary ≒ If you believe in your brand, keep nurturing it ≒ Use the brand to compel the next president to take the job ≒ Demonstrate its currency and power to the new president ≒ Bend the brand to accommodate new direction ≒ If it wont bend, start over ≒ And next time, shoot for a more timeless concept Building a brand the next president will embrace 25 油
- 26. Thank you! ≒ Paul Redfern Executive Director of Communications Marketing Gettysburg College predfern@gettysburg.edu ≒ Peter Holloran President Cognitive Marketing Inc. peterh@cogmark.com Building a brand the next president will embrace 26 油