Building the Missouri S&T brand
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This document discusses building the brand of Missouri S&T. It defines what a brand is as the feelings people have about an organization, defined by people not the organization. Building the Missouri S&T brand is important to reflect its standing as a leading technological university, differentiate it from other UM campuses, and aid in national recruitment and reputation. The rollout of the name change and branding involved new signs. Measuring branding success and maintaining efforts beyond the initial rollout are discussed. Brand drivers and campaigns are outlined to consistently promote Missouri S&T's mission of solving technological problems through practical experiences and academic excellence.
Building the Missouri S&T brand
- 1. Building the Missouri S&T brand Andrew Careaga Missouri S&T Communications Chancellors Council, May 6, 2009
- 2. What is this thing called BRANDING? what is a brand? why is branding important? what does it mean for Missouri S&T?
- 4. WHAT IS A BRAND? name? association? logo?
- 5. A brand is how people feel about a product, service or organization
- 6. brands are defined by people, not organizations and people are emotional, intuitive beings
- 7. IN OTHER WORDS OUR BRAND is not what we say it is ... its what they say it is
- 8. A brand is more than a name or a logo it is a promise and a contract with every customer with whom you are dealing. And if people feel that the offering does not live up to what they expect from the brand, they will decide to stop buying. Richard Branson, founder of Virgin
- 9. A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well. Jeff Bezos, founder, Amazon.com
- 10. NAME CHANGE AND BRANDING Reflect our standing as a leading technological research university Differentiate from the other UM campuses Aid recruitment on a national scale Enhance our reputation nationally and internationally
- 11. THE ROLLOUT
- 12. THE ROLLOUT SIGNS OF SUCCESS
- 14. MISSOURI S&T BRAND PLATFORM The strategic foundation for university- wide, brand-based decisions Based on our mission Solving the problems of a technological world Brand drivers
- 15. MISSOURI S&T BRAND DRIVERS Distinctive features of how Missouri S&T carries out its mission Foundation for all marketing actions and messages Should be used consistently Can be articulated differently
- 16. MISSOURI S&T BRAND DRIVERS Practical, applied experiences Successful graduates Sustainable economic impact Strong reputation Broad range of engineering and science degree programs Supportive communities
- 18. BRAND-BUILDING: ACADEMICS Target U.S. News voters Monthly postcards, email newsletters Tagline: Whats new at Missouri S&T? ASEE Prism mailer
- 21. DIFFERENTIATION Were hardwired to notice only whats different
- 22. OUR ADVANTAGE (AND OUR CONUNDRUM) California Institute of Technology Carnegie Mellon Colorado School of Mines Drexel University Georgia Institute of Technology Illinois Institute of Technology Michigan Technological University New Jersey Institute of Technology Rensselaer Polytechnic Institute South Dakota School of Mines and Technology Stevens Institute of Technology Missouri S&T WorcesterPolytechnicInstitute Massachusetts Institute of Technology University of Southern CaliforniaUniversity of California-Berkeley University of Illinois at Urbana- Champaign University of Michigan-Ann Arbor Universityof Missouri-Kansas City University of Missouri-St. Louis The University of Texas at Austin Purdue University Texas A&M University Texas Tech University Universityof Missouri-Columbia Stanford University 0% 10% 20% 30% 40% 50% 60% 70% 80% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% %EngineeringEnrollment % Engineering, Business, Science & Math Enrollment
- 23. BUILDING THE BRAND Lets make S&T as synonymous with Missouri University of Science and Technology as A&M is with Texas Agricultural and Mechanical University
- 24. HOW YOU CAN HELP Always use the correct name or shortened version, either Missouri S&T, or S&T When you hear others using the wrong term, gently point out the error Thank those who use the correct term (positive reinforcement)
- 25. HOW YOU CAN HELP Please avoid saying: MST MS&T MUST MOST Its OK to say S&T
- 26. HOW YOU CAN HELP http://standards.mst.edu
- 27. S&T SOCIAL NETWORKS Facebook http://tinyurl.com/MissouriSandT Twitter http://twitter.com/MissouriSandT YouTube http://youtube.com/MissouriSandT Flickr http://flickr.com/MissouriSandT