This document discusses branding strategies for academic institutions. It begins by explaining that a brand is more than just a logo - it is shaped by what an organization can control like messaging and offerings as well as things it can't control like outside conversations. An effective brand uses system thinking and is greater than any single campaign. It then provides examples of different branding strategies like being a master brand within a larger university or being endorsed. The document emphasizes that research, messaging, visual identity systems, team engagement and action are all important components for building and maintaining an organizational brand.

1. CASE II System thinking to increase your brand’s gravitational pull Cathy Canney MIT Sloan School of Management Roger Sametz Brand control to Major Tom

2. Today Un-tethered? New approach to brand System thinking Pulling it all together There… tethered

3. Daunting challenges

4. Attract and retain the beststudents, faculty, staff

5. Engage alumni

6. Bolster philanthropy

7. Manage multiple lines of business

8. Be seen, heard, and remembered

9. Connect with diverse constituencies

10. Compete with multiple allegiances

11. Get credit

12. Do more with less

13. So now what?

14. But what does that really mean?

15. BRAND ≠ LOGO (And never did) 15 © Sametz Blackstone Associates

16. BRAND ≠ CORP I.D. (It’s wider and deeper) 16 © Sametz Blackstone Associates

17. BRAND > CAMPAIGN (They sit under and reinforce) 17 © Sametz Blackstone Associates

18. (Your) BRAND isn’t owned by YOU (And never was) 18 © Sametz Blackstone Associates

19. It’s a mosaic

20. Your brand…. what you stand for, promise, experiences you deliver your value and values your position in the competitive environment…. Shaped by what you can control: primary identifiers (name/s, logos / logotypes) main messages communications you make / take part in offerings personality and behavior! And by what you can’t control: conversations others are having media coverage history Your brand mosaic 20 © Sametz Blackstone Associates

21. 21 © Sametz Blackstone Associates

22. 22 © Sametz Blackstone Associates

23. 23 © Sametz Blackstone Associates

24. Communicating in academia… © Sametz Blackstone Associates Institution Public Relations Development Admissions Alumni Relations Provost President Volunteer leadership Alumni Faculty/staff Community Peers Industry Employers Students Recruits Alumni Media Trustees 24

25. Shared, flexible, teachable brand system Glue enable decentralized creation / stewardship; connect communications across media; provide “portability”; leverage communications you can control; influence those you can’t; increase efficiency. What’s needed © Sametz Blackstone Associates 25

26. Advocates Supporters Success © Sametz Blackstone Associates Vision / Mission Marketing Development 26

27. Success When constituents… Share your vision, Are involved in relationships with you, Use your visual / verbal cues in their communications, Want to be part of your special culture, Define (in part) their personal brands through identification with your institutional brand. © Sametz Blackstone Associates 27

28. So… how to get there?

29. A brand roadmap Research Brand foundation Action Building or renewing your brand Teams + knowledge Messaging Visual system © Sametz Blackstone Associates

30. Research and analysis

31. Quantitative Qualitative Research in different dimensions © Sametz Blackstone Associates Actions / history Motivations / future 31

32. Research in different dimensions © Sametz Blackstone Associates Inside Outside 32

33. Research in different dimensions © Sametz Blackstone Associates Inside Outside Who: Leadership Staff Board Family What: Strategy Offerings Behavior Position Communications Quantitative Qualitative 33

34. Research in different dimensions © Sametz Blackstone Associates Inside Outside Who: Leadership Staff Board Family What: Strategy Offerings Behavior Position Communications Who: Prospects Students Alumni Donors Partners What: Competitive orgs Strategy Offerings Behavior Position Communications Quantitative Qualitative 34

35. Research in different dimensions © Sametz Blackstone Associates Inside Outside Quantitative Qualitative 35 Who: Leadership Staff Board Family What: Strategy Offerings Behavior Position Communications Who: Prospects Students Alumni Donors Partners What: Competitive orgs Strategy Offerings Behavior Position Communications Audit Listen

36. Know your constituents’ “distance” © Sametz Blackstone Associates Group 1 Group 2 Group 3 Group 4 36

37. For a research organization… There are different “ways in”…resonant points © Sametz Blackstone Associates Advancing basic science Curing specific diseases Effecting transformation Training the next generation New technologies 37

38. Goal: insight to build on

39. A firm brand foundation

40. A brand foundation to build on Vision +mission Category+ model Positioning You! Focus areas Personality attributes Brand strategy © Sametz Blackstone Associates

41. 41 © Sametz Blackstone Associates

42. > 42 © Sametz Blackstone Associates

43. 43 © Sametz Blackstone Associates

44. 44 © Sametz Blackstone Associates

45. Branding strategies © Sametz Blackstone Associates Product / offering focus Corporate / institutional focus Product Endorsed Source Master 45

46. Four branding strategies Product / offering focus Corporate / institutional focus Product Endorsed Source Master 46 © Sametz Blackstone Associates

47. Four branding strategies Product / offering focus Corporate / institutional focus Product Endorsed Source Master 47 © Sametz Blackstone Associates

48. Four branding strategies Product / offering focus Corporate / institutional focus Product Endorsed Source Master 48 © Sametz Blackstone Associates

49. Four branding strategies Product / offering focus Corporate / institutional focus Product Endorsed Source Master 49 © Sametz Blackstone Associates

50. Harvard College—Admissions Case study 50 © Sametz Blackstone Associates

51. Master brand within a university © Sametz Blackstone Associates 51

52. Source 52 © Sametz Blackstone Associates

53. Endorsed branding 53 © Sametz Blackstone Associates

54. Without strategy…almost endorsed 54 © Sametz Blackstone Associates

55. Without strategy…almost product © Sametz Blackstone Associates 55

56. Almost product… © Sametz Blackstone Associates 56

57. Adventures in Music Adventures in Music MetroCitySymphony MetroCitySymphony MetroCitySymphony Musical education for kids Adventures in Music 57 © Sametz Blackstone Associates

58. 58 See note on previous page, do we want to pull just afew examples through San fran Sloan bca neuro? Personality © Sametz Blackstone Associates

59. © Sametz Blackstone Associates Personality See note on previous page, do we want to pull just afew examples through San fran Sloan bca neuro? 59

60. Goal: clear, purposeful sense of identity + relationships

61. Message development

62. That which you stand for and seek to advance What your constituents care about, will participate in, and value Relevance and resonance © Sametz Blackstone Associates 62

63. Where you can win! Start the conversation here. That which you stand for and seek to advance What your constituents care about, will participate in, and value Relevance and resonance © Sametz Blackstone Associates 63

64. High-level message Customized for a specific constituency Areas of focus Initiatives, programs, opportunities Supporting stories Evolving a message system © Sametz Blackstone Associates Fact sheets, giving oppts 64

65. A strategy for messages at WPI:brand •••> campaign messages WPI messages Campaign messages Campaign resonant themes Campaign focus areas Prepare students to discover, grow, achieve, and lead Build WPI’s national reputation and position Renew and lead American competitiveness Advance WPI’s excellence in teaching and research Faculty and academic program support Student financial aid Academic facilities and campus life Annual Fund “Before I went to Namibia, I understood the technical aspects of engineering, but that just isn’t enough…You need to understand the human context. When you have the opportunity to work on project like this, you see why it matters.” Ryan Kendrick ’07 “Although these projects represent a wide spectrum of topics, they all address the broader question of how to build a brighter future.” Professor Richard Vaz, Dean of the WPI’s Interdisciplinary and Global Studies Division “Through the Great Problems Seminars, we give students a sense that their education can be put toward solving challenges of significant human or global urgency.” Professor Kristin Wobbe, Department of Chemistry and Biochemistry “I knew when I came to WPI that I’d gain the skills to solve complex problem. I’m excited to learn that I can also solve problems that affect thousands or millions of people.” Jason Richards, Computer Science ’01Team leader, Sun Microsystems Faculty + alumnus Student + faculty Student + alumnus Alumnus + partner

66. ©2008 Sametz Blackstone Associates “The principles I’m learning at WPI—hard work, collaboration, and a focus on improving things for people—I can put into practice for the people of my district.” Andrew J. Edwards ’09, Biochemistry and New Hampshire State Representative “Our approach to teaching engineering and science, putting them in the context of what people, organizations, and societies need, helps our students find creative ways to apply their great intelligence and abilities.” Professor Jane Roberts, Department of Chemistry and Biochemistry

67. Goal: resonance and agility (and portability)

68. Configuring visual systems

69. Creating distinctive visual systems from open source elements What you can own+ focused approaches Primary identifiers / taglines 2D / 3D Movement Typography Choices + Articulation + Relationships Color Composition Imagery © Sametz Blackstone Associates

70. Operationally, stuff doesn’t work. Brand expression was never right. You’ve evolved (and your brand system hasn’t). Constituent and market expectations have evolved. All of the above…plus need to reign in chaos. You’ve new strategic directions. You’re transforming. Brand new! Why your visual system might need work 70 © Sametz Blackstone Associates

71. Retaining meaning, adding clarity and 21st century operability © Sametz Blackstone Associates 71

72. Being in sync with your mission and audiences: before…. 72 © Sametz Blackstone Associates

73. Look closer, Dig deeper After… 73 © Sametz Blackstone Associates

74. Whitehead: 1982 © Sametz Blackstone Associates 74

75. Whitehead: after © Sametz Blackstone Associates 75

76. Reining in chaos: multiple identifiers… © Sametz Blackstone Associates ASO ASO ASO 76

77. Reining in chaos: multiple identifiers… © Sametz Blackstone Associates 77

78. New master brand © Sametz Blackstone Associates 78

79. Extending and including © Sametz Blackstone Associates 79

80. Transformation: before…. 80 © Sametz Blackstone Associates

81. 81 © Sametz Blackstone Associates

82. 82 New cross-campus initiative © Sametz Blackstone Associates

83. Celebrating…and building more equity 83 © Sametz Blackstone Associates

84. Celebrating…and building more equity 84 © Sametz Blackstone Associates

85. Visual systems: components Primary identifiers / taglines 2D / 3D Movement Typography Choices + Articulation + Relationships Color Composition Imagery © Sametz Blackstone Associates

86. Type g g Dynamic Friendly Conservative g © Sametz Blackstone Associates

87. Color © Sametz Blackstone Associates Dynamic Friendly Conservative 87

88. Imagery © Sametz Blackstone Associates 88 Dynamic Friendly Conservative

89. Composition Dynamic Friendly Conservative © Sametz Blackstone Associates

90. 2D / 3D Movement Dynamic Friendly Conservative © Sametz Blackstone Associates

91. dynamic dynamic dynamic

92. 92 friendly

93. © Sametz Blackstone Associates Conservative conservative

94. 94 © Sametz Blackstone Associates

95. Configuring visual systems: core anddynamic elements San Francisco Symphony Primary identifiers / taglines 2D / 3D Movement Typography Brand foundation + messaging Color Composition Imagery © Sametz Blackstone Associates

96. © Sametz Blackstone Associates 96

97. © Sametz Blackstone Associates 97

98. © Sametz Blackstone Associates 98

99. © Sametz Blackstone Associates 99

100. © Sametz Blackstone Associates 100

101. Configuring visual systems: core anddynamic elements Harvard Medical School Primary identifiers / taglines 2D / 3D Movement Typography Brand foundation + messaging Color Composition Imagery © Sametz Blackstone Associates

102. © Sametz Blackstone Associates 102

103. © Sametz Blackstone Associates 103

104. 104 © Sametz Blackstone Associates

105. © Sametz Blackstone Associates 105

106. 106 © Sametz Blackstone Associates

107. Goal: coherence and flexibility

108. © Sametz Blackstone Associates Success …When communications reinforce each other through shared verbal and visual approaches Yourorganization Promises Expectations Position Attributes Personality Tactical communications— by program, function, audience, initiative 108

109. Action

110. Architecture for action Constituents Content Resources Goals + outcomes Channels Behavior Offerings © Sametz Blackstone Associates

111. Architecture for action: moving people closer © Sametz Blackstone Associates Desired outcome for constituency X Awareness Comprehension Participation Loyalty Support 111

112. Architecture for action: moving people closer © Sametz Blackstone Associates For un-engaged alumni, move to … Awareness Comprehension Participation Loyalty Support Participation Goals Messages Vehicles Channel Print Promote gathering Postcard Reconnect with friends, re-live a fun college weekend Digital HTML Email Build database Stay in touch with eNews Support a critical cause SMS fundraising Raise small donations Facebook Build community mass Rejoin our community Evite to local coffee gathering with connection to pre- and post- podcasts Engender pride Reconnect with friends around topic that’s meaningful to you Live 112

113. 113 © Sametz Blackstone Associates

114. 114 © Sametz Blackstone Associates

115. © Sametz Blackstone Associates 115

116. e-Newsletter © Sametz Blackstone Associates 116

117. email template © Sametz Blackstone Associates 117

118. © Sametz Blackstone Associates McGovern Institute web homepage 118

119. 119 © Sametz Blackstone Associates

120. 120 © Sametz Blackstone Associates

121. © Sametz Blackstone Associates 121

122. Goal: right content, channel, timing, cost

123. Building teams and knowledge

124. Transferring knowledge; encouraging ownership of the system © Sametz Blackstone Associates 124

125. © Sametz Blackstone Associates 125

126. © Sametz Blackstone Associates 126

127. © Sametz Blackstone Associates 127

128. Engaging the entire community: message wallet cards © Sametz Blackstone Associates 128

129. Engaging the organization: extranet © Sametz Blackstone Associates 129

130. © Sametz Blackstone Associates 130

131. Goal: internal engagement, ownership, and sustainability

132. Pulling it together WGBH Educational Foundation MIT Sloan School of Management

133. WGBH A visual system for a 21st century publicmedia powerhouse

134. 134 Goals: Continue to build a leadership position in an increasingly fragmented media landscape; Compete more effectively for audience, members, sponsors, contributed income, and mindshare; Grow diversified income streams; Connect communicators internally; increase efficiency; Ensure that the organization gets credit for all it does! Three related initiatives: Strategic approach to brand relationships New messaging platform Updated visual brand identity system Realizing the potential of brand-building communications © Sametz Blackstone Associates

135. 135 Where we started, samples from the logo-farm © Sametz Blackstone Associates 135

136. 136 Where we started, in membership and development print materials © Sametz Blackstone Associates 136

137. 137 Where started, in social media © Sametz Blackstone Associates 137

138. Four Three branding strategies Product / offering focus Corporate / institutional focus Product Endorsed Source Master 138 © Sametz Blackstone Associates Our national shows / initiatives WGBY WCAI Our local shows 99.5 All Classical 2 44 89.7 Our “collections” All departments All development All membership Tours, etc

139. 139 1 floor A public media powerhouse, WGBH is your trusted guide for exploring new worlds and new ideas. WGBH: High-level, “elevator” message © Sametz Blackstone Associates

140. 140 2 floors A public media powerhouse, WGBH is your trusted guide for exploring new worlds and new ideas; creating and delivering experiences that educate, engage, and entertain us all––at home in Boston and around the globe. WGBH: High-level, “elevator” message © Sametz Blackstone Associates

141. 141 3 floors A public media powerhouse, WGBH is your trusted guide for exploring new worlds and new ideas; creating and delivering experiences that educate, engage, and entertain us all––at home in Boston and around the globe. With expertise and focus spanning news and public affairs; kids programming; music and drama; science; and everyday life; WGBH provides opportunities for exploration and interaction––experiences that are both for you, and made possible by you. WGBH: High-level, “elevator” message © Sametz Blackstone Associates

142. 142 Cues for main messages… A public media powerhouse, WGBH is your trusted guide for exploring new worlds and new ideas; creating and delivering experiencesthat educate, engage, and entertain us all––at home in Boston and around the globe. With expertise and focus spanning news and public affairs; kids programming; music and drama; science; and everyday life; WGBH provides opportunities for exploration and interaction––experiences that are both for you, and made possible by you. WGBH: High-level, “elevator” message © Sametz Blackstone Associates

143. 143 WGBH is public media for Boston and the world––a trusted guide and companion––enriching lives, helping you to grow and explore, and contributing to an active and healthy society with a rich portfolio of media that matters––and that is accessible to all. Main message #1: Public media… © Sametz Blackstone Associates

144. 144 1. Participating citizens WGBH engages audiences as participating citizens, not consumers, improving the quality of daily life and activating our roles as citizens in a democratic society. 2. Independent Independent and commercial-free, WGBH is unrestrained by the influences and partisan pressures that affect commercial broadcasting, allowing us to tackle vital subjects and enabling us to entertain viewers in a manner others cannot. 3. Member-supported A non-profit public media institution with education at the core of its mission, WGBH is member-supported and relies, in large part, on the generosity of the public it serves. Supporting points: Public media… © Sametz Blackstone Associates

145. 145 WGBH is an idea engine––bringing to life an impressive array of high-quality, trusted programs that serve as the backbone of public media from coast to coast, providing children and adults alike opportunities to explore new worlds, and new ideas. Main message #2: Creating… © Sametz Blackstone Associates

146. Frontline –– a show Expertise and focus •••>News and public affairs WGBH is a champion for journalism that matters… Experiences •••>Independent voice WGBH is an independent voice for the public sphere… Delivering •••> Beyond broadcast WGBH is pushing the boundaries of broadcast… Public media •••> Non-profit, member-supported WGBH relies, in large part, on the generosity of the public it serves. Individual donor add-on•••> Made possible by you WGBH is both for you, and made possible by you… Advancing a dialogue © Sametz Blackstone Associates 146

147. Configuring visual systems: core anddynamic elements WGBH Primary identifiers / taglines 2D / 3D Movement Typography Brand foundation + messaging Color Composition Imagery © Sametz Blackstone Associates

148. 148 A global brand about ideas–– A 21st century public media powerhouse. Contemporary, innovative, bold–– Yet welcoming and approachable. Experience driven–– Trusted guide to new worlds and ideas. A brand with a mission–– Education in all its forms is central. Community-focused–– Building geographic and interest-centered connection. A partner for your passion–– Whether news, classical music, science, kids…. Definitely worth supporting! Attributes driving the new system © Sametz Blackstone Associates 148

149. Master branding giving societies, departments, initiatives, clubs 149 © Sametz Blackstone Associates

150. Source branding “A” platforms 150 © Sametz Blackstone Associates

151. Typography: our fonts 151 © Sametz Blackstone Associates

152. Approach to color: core palette 152 © Sametz Blackstone Associates PMS 647 PMS 716 PMS 3135 PMS 368 COOL GRAY 5 COOL GRAY 9

153. Approach to color: colors drawn from imagery 153 © Sametz Blackstone Associates

154. Texture and logo-driven angle 154 © Sametz Blackstone Associates

155. Core elements in combination 155 © Sametz Blackstone Associates

156. Putting the elements together… 156 © Sametz Blackstone Associates

157. Sustaining member program 157 © Sametz Blackstone Associates

158. Omnipresent brand bug…WGBH 2 158 © Sametz Blackstone Associates

159. Development: giving society 159 © Sametz Blackstone Associates

160. Ralph Lowell Society brochure 160 © Sametz Blackstone Associates

161. Members’ magazine 161 © Sametz Blackstone Associates

162. Brand-driven promotion 162 © Sametz Blackstone Associates

163. Brand-driven promotion 163 © Sametz Blackstone Associates

164. Annual report 164 © Sametz Blackstone Associates

165. Getting credit! 165 © Sametz Blackstone Associates

166. © Sametz Blackstone Associates 166

167. Connecting the dots across platforms 167 © Sametz Blackstone Associates

168. Connecting the dots across platforms 168 © Sametz Blackstone Associates

169. 169 © Sametz Blackstone Associates

170. 170 © Sametz Blackstone Associates

171. 171 © Sametz Blackstone Associates

172. 172 © Sametz Blackstone Associates MIT Sloan School of Management Volume and tone controls for coherence and flexibility MIT Sloan School of Management

173. Increase visibility and comprehension Correct lagging misperceptions Overcome some real obstacles Stake out a unique position Communicate / connect what students / alums value Present an integrated portfolio Engage “the big team” Cultivate “brand ambassadors” Big picture goals © Sametz Blackstone Associates 173

174. Goal: energize a cycle of success © Sametz Blackstone Associates Students Alumni relationships Conviction & loyalty Awareness & perception Participation Admissions Student experience Engagement Partners Donors Project success Stewardship Partnership Philanthropic cultivation Collaboration Giving 174

175. Starting points: where’s MIT Sloan? © Sametz Blackstone Associates 175

176. Where’s MIT Sloan? © Sametz Blackstone Associates 176

177. Evolving web presence © Sametz Blackstone Associates 177

178. Goal: build coherence across different programs and functions © Sametz Blackstone Associates Undergrad Exec Ed Fellows MBA PhD Resource development Alumni relations Recruiting Career development Student life 178

179. Goal: build coherence across different programs and functions © Sametz Blackstone Associates Resourcedevelopment Alumni relations Recruiting Careerdevelopment Student life Undergrad Exec Ed Fellows MBA PhD 179

180. Goal: build coherence across different programs and functions © Sametz Blackstone Associates Undergrad Exec Ed Fellows MBA PhD Resourcedevelopment Alumni relations Recruiting Careerdevelopment Student life 180

181. An inclusive process Research Brand foundation Action Cross-campus working group Teams + knowledge Messaging Visual system © Sametz Blackstone Associates

182. 182 MIT inside Culture: passion and entrepreneurial spirit Quantitative rigor + qualitative excellence “Technology” Competitive position © Sametz Blackstone Associates

183. Immersed in MIT’s culture of innovation Adventurous learning environment Magnet for smart, creative, passionate people Entrepreneurial spirit Unparalleled intellectual community / resources Focused on solving the most critical challenges Develops the principled leaders of tomorrow who combine insight and action to improve lives, organizations, communities, and the world. High-level message © Sametz Blackstone Associates 183

184. Mens et Manus Intelligent Innovative / curious Entrepreneurial Passionate Forward-looking Collaborative Familial / supportive Rigorous Personality © Sametz Blackstone Associates 184

185. Brand foundation + messaging Core anddynamic elements Primary identifiers / taglines 2D / 3D Movement Typography Color Composition Imagery © Sametz Blackstone Associates

186. Typographic choices © Sametz Blackstone Associates Benton Sans Adobe Caslon 186

187. Typographic execution © Sametz Blackstone Associates 187

188. 188 © Sametz Blackstone Associates

189. 189 © Sametz Blackstone Associates

190. Using the system’s “controls” to create connection and resonance © Sametz Blackstone Associates  Bold expression • • • • • • • • • • • Conservative expression  190

191. Coherence and flexibility;tuning communications… 191 © Sametz Blackstone Associates

192. MBA admissions © Sametz Blackstone Associates 192

193. 193 © Sametz Blackstone Associates

194. 194 © Sametz Blackstone Associates

195. Fellows program © Sametz Blackstone Associates 195

196. PhD program © Sametz Blackstone Associates 196

197. 197 © Sametz Blackstone Associates

198. Corporate programs © Sametz Blackstone Associates 198

199. Institutional advancement © Sametz Blackstone Associates 199

200. Alumni magazine © Sametz Blackstone Associates 200

201. © Sametz Blackstone Associates 201

202. © Sametz Blackstone Associates 202

203. 203 © Sametz Blackstone Associates

204. Engaging the organization: extranet © Sametz Blackstone Associates 204

205. Supporting decentralized creation… © Sametz Blackstone Associates 205

206. MBA Applications up 40% in first three years; another 57% in last three years Market share among top four competitors: 8% to 11% Women: 28% to 33% Better “fit” candidates Executive Education Enrollment and revenues up FT rankings up Custom programs up Results: the “hard” stuff © Sametz Blackstone Associates 206

207. Portfolio branding More consistent, integrated communications Shared brand understanding Results: the “soft” stuff 207 © Sametz Blackstone Associates

208. 208 © Sametz Blackstone Associates

209. 209 © Sametz Blackstone Associates

210. There: tethered

211. Next? Ok, now what?

212. What’s driving the need for change / improvement? Research Goals? What are you known for? Need to be known for? Your important constituents need to know / think? What’s the competition doing / saying? Brand foundation Vision / mission? Areas of focus? Which brand strategy? What position can you “own”? Personality? Messaging What resonates for whom? How can you build dialogues? Asking the right questions 212

213. Visual system What approaches to type, color, imagery, and design best translate your brand foundation and messages? Which elements are core? Which dynamic? Action How best to deploy print, digital, and social channels?How to participate in media you don’t own? Knowledge and team building Champion? How best to engender enthusiasm and buy-in? Documentation: print, online? What needs to change organizationally, culturally, to support a robust brand? Asking the right questions 213

214. Thank you Roger Sametz Sametz Blackstone Associates www.sametz.com www.sametz.com/roundthesquare roger@sametz.com Cathy Canney MIT Sloan School of Management mitsloan.mit.edu canney@mit.edu