2. Welcome
• Goals
– Elements of marketing plan
– Key concepts
– First steps toward creating your
own marketing plan
– Q&A time, breakouts
– Today: Branding
Learning Circle 2010
3. What is a Brand?
You already know.
Learning Circle 2010
4. Branding Misconceptions
• A brand is superficial
• A brand is artificial
• A brand is expensive - need
Super Bowl campaign
Learning Circle 2010
5. Branding Misconceptions
• Branding is --
–A logo
–A tagline
–An ad
• You can dictate your brand
• A brand is permanent
Learning Circle 2010
6. So…what is it?
A brand is a promise of the
experience your customers
will receive.
A strong brand consistently
delivers on that promise.
Learning Circle 2010
7. In other words
"What’s a brand? A singular idea or
concept that you own inside the
mind of the prospect.”
– Al Ries, Ries & Ries
“Customers must recognize that you
stand for something.”
– Howard Schultz, Starbucks
"A brand is a living entity - and it is
enriched or undermined
cumulatively over time, the product
of a thousand small gestures."
– Michael Eisner, CEO Disney
Learning Circle 2010
9. Branding vs Marketing
• Branding is the concept
• Marketing is the process
by which you create
relationships with
stakeholders
Learning Circle 2010
10. Why Does It Matter?
• Helps you stand out
• Improves the perception of
“worth”
• Positions the organization as
distinct and memorable in a
positive way: easier to
understand
• Attracts and retains
stakeholder loyalty and
resources
Learning Circle 2010
11. Why Does It Matter?
Today’s consumers are --
• Faced with many
leisure/entertainment
options
• Busier than ever
• Not necessarily informed
about what you do and its
significance
Learning Circle 2010
12. Why Does It Matter?
Today’s consumers are --
• Skeptical
• Used to being pursued
• Expecting
integrity/authenticity
This is good news for you!
Learning Circle 2010
13. Result:
Branding makes it easier --
and less costly -- to market
your artistic product,
because your message is
uniform and consistent.
Learning Circle 2010
14. Signs of a Strong Brand
• Offers a unique value
proposition that makes you
stand out from the
competition.
• Relevant to the needs of the
consumer by satisfying both
emotional and functional
needs.
Learning Circle 2010
15. Signs of a Strong Brand
• Is credible and accepted by
audiences because of visible
evidence of your ability to
deliver on the promise.
• Can evolve to meet the long-
term needs of the organization.
Learning Circle 2010
17. Mission vs Brand
• Mission – all about YOU
• Branding/positioning – all
about THEM
Learning Circle 2010
18. Defining Your Brand
• What differentiates you?
• Who are your stakeholders?
• What do stakeholders value
about your organization?
• Who are your competitors?
• What are competitors doing?
• Why should someone come to
your events, partner with you,
fund you?
• What does the research say?
Learning Circle 2010
19. Defining Your Brand
• Engage customers and prospects
• Engage the staff and board
• Don’t forget the media - critics
have perceptions, too
• Be aware of competitors – what
makes you different?
• Look from the outside-in, but
you are who you are
Learning Circle 2010
20. What Do Customers
Think?
• Who are they? Who could they
be?
• What are their wants, needs,
desires, attitudes, interests,
barriers, concerns, pressures?
• How could you benefit them?
Solve a problem?
• What, if any, position or image
do you conjure in their minds?
Learning Circle 2010
21. Why Attend? Examples
of Benefits
• Social activity
• Intellectual stimulation
• Cultural information - “what’s
going on”
• Being moved - laugh, cry, be
shocked, amazed
• Being entertained (whatever that
means)
• Admire skilled performers
• Sensory pleasures
• Experience something new
Learning Circle 2010
23. How Do You Know?
• Customer surveys
– Quantitative (numerical) results
• Customer focus groups or
phone interviews
– Qualitative (verbal) results
• Other research sources
Learning Circle 2010
24. Case Study
Jim Hirsch
Executive Director
Chicago Sinfonietta
Learning Circle 2010
25. Two Branding Case Studies
The Old Town School of Folk
Music
&
The Chicago Sinfonietta
27. Old Town School – The early
years
• Founded in 1957
during the “folk
boom”
• First location Old
Town
• Brand identity was
about music from the
folk revival mixed with
the social/political
context of the time
28. Old Town School – the middle
years
• In the late 60s and early 70s, the
popularity of singers/songwriters
like Steve Goodman, Arlo Guthrie
and others help push enrollment up
to 1,000
• New programs are added to
broaden the appeal
• Brand identity evolves to be less
about folk music and more about
personal expression
29. Change comes to Old Town
School
• New management in the
early 80s begins to redefine
and reposition the organization
for consumers and funders
• Folk music is intentionally
characterized as the root of all
music common among all
cultures and people
• This diversity helps expand
the market for the
organizations programs and
adds to funding prospects
30. Old Town School now
Folk music is now manifested by
a huge selection of classes and
concerts that define the OTS
brand
For adults and teens; cool,
worldly, communal, creative,
intelligent
For parents and children;
discovery, development,
creativity, community. OTS
is a classic “third place”
Consistent messaging
Imagery and positioning
make OTS a niche owner
Word of mouth is huge and
customer loyalty has been
earned and well cared for
Technology is not being used
particularly well, but offers
opportunities for extending the
brand
31. Old Town School now
Graphic treatment reinforces brand
identity
32. Old Town School now
Enabling rock & roll obsessives since 1957.
35. Chicago Sinfonietta – a very short
history
• Founded in 1987 by
Paul Freeman
• Performs a 4-concert
season in River Forest
and a 5-concert season at
Orchestra Hall
• Has made fourteen
commercial recordings
and conducted a number
of overseas tours
