In today’s decentralized, tweeting, demand-printed, www universe, achieving compelling visual coherence is tough. There are many applications that need to be brought into a brand; communications that affect your brand are created inside and outside your walls, 24/7. Crafting or renovating a system for visual brand expression is more like making a mosaic than it is carving a sculpture out of a single piece of stone; it requires a different toolbox than the one used even a few years ago: one with approaches to color, type, imagery, design, and movement; one with volume and tone controls; one that can be taught and shared.

1. CASE District I January 2011 Achieving (compelling) visual brand coherence Building your brand mosaic to increase awareness, comprehension, participation, advocacy, and support Margaret Andrews Roger Sametz

2. Who’s up front Shared challenges Mosaic branding Getting there System components Pulling it all together oday T

3. Shared challenges

4. Attract and retain the beststudents, faculty, staff

5. Engage alumni

6. Bolster philanthropy

7. Be seen, heard, and remembered

8. Connect with diverse constituencies

9. Compete with multiple allegiances

10. Get credit

11. Do more with less

12. Key to meeting these challenges… So now what?

13. But what does that really mean…today?

14. BRAND ≠ LOGO (And never did) 14 © Sametz Blackstone Associates

15. BRAND ≠ CORP I.D. (It’s wider and deeper) 15 © Sametz Blackstone Associates

16. BRAND > CAMPAIGN (They sit under and reinforce) 16 © Sametz Blackstone Associates

17. (Your) BRAND isn’t owned by YOU (And never was) 17 © Sametz Blackstone Associates

18. It’s a mosaic

19. 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 19 © Sametz Blackstone Associates

20. 20 © Sametz Blackstone Associates

21. 21 © Sametz Blackstone Associates

22. 22 © Sametz Blackstone Associates

23. 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 23

24. Shared, flexible, teachable visual system Glue enable decentralized creation / stewardship; connect communications across media; increase efficiency; provide “portability” What’s needed © Sametz Blackstone Associates 24

25. © 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 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

31. Quantitative Qualitative

32. Outside Inside

34. Alumni

36. Staff

37. Board

39. Strategy

40. Offerings

41. Behavior

43. Offerings

44. Behavior

45. Position

46. CommunicationsAudit (+ listening)

47. Distance © Sametz Blackstone Associates Group 1 Group 2 Group 3 Group 4 34

48. Value © Sametz Blackstone Associates Connection to friends Connection to School Lifelong learning Professional networking Career building 35

49. 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 36

50. 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 37

51. Goal: insight to build on

52. Brand foundation

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

54. 41 © Sametz Blackstone Associates

55. > 42 © Sametz Blackstone Associates

56. 43 © Sametz Blackstone Associates

57. 44 © Sametz Blackstone Associates

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

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

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

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

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

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

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

65. Source 52 © Sametz Blackstone Associates

66. Endorsed branding 53 © Sametz Blackstone Associates

67. 54 © Sametz Blackstone Associates

68. Without strategy…almost endorsed 55 © Sametz Blackstone Associates

69. Without strategy…almost product © Sametz Blackstone Associates 56

70. Almost product… © Sametz Blackstone Associates 57

71. Adventures in Music Adventures in Music MetroCitySymphony MetroCitySymphony MetroCitySymphony Musical education for kids Adventures in Music 58 © Sametz Blackstone Associates

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

73. © Sametz Blackstone Associates Personality See note on previous page, do we want to pull just afew examples through San fran Sloan bca neuro? 60

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

75. Configuring visual systems

76. 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

77. 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 © Sametz Blackstone Associates 64

78. Retaining meaning, adding clarity and 21st century operability © Sametz Blackstone Associates 65

79. Look closer, Dig deeper 66 © Sametz Blackstone Associates

80. © Sametz Blackstone Associates 67

81. Reining in chaos: multiple identifiers… © Sametz Blackstone Associates ASO ASO ASO 68

82. Reining in chaos: multiple identifiers… © Sametz Blackstone Associates 69

83. New master identifier © Sametz Blackstone Associates 70

84. Extending and including © Sametz Blackstone Associates 71

85. 72 © Sametz Blackstone Associates

86. Celebrating…and building more equity 73 © Sametz Blackstone Associates

87. Celebrating…and building more equity 74 © Sametz Blackstone Associates

88. 75 © Sametz Blackstone Associates

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

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

91. Color © Sametz Blackstone Associates Dynamic Friendly Conservative 78

92. Imagery © Sametz Blackstone Associates 79 Dynamic Friendly Conservative

93. Composition Dynamic Friendly Conservative © Sametz Blackstone Associates

94. 2D / 3D Movement Dynamic Friendly Conservative © Sametz Blackstone Associates

95. dynamic dynamic dynamic

96. 83 friendly

97. © Sametz Blackstone Associates Conservative conservative

98. 85 © Sametz Blackstone Associates

99. 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

100. © Sametz Blackstone Associates 87

101. © Sametz Blackstone Associates 88

102. © Sametz Blackstone Associates 89

103. © Sametz Blackstone Associates 90

104. © Sametz Blackstone Associates 91

105. 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

106. © Sametz Blackstone Associates 93

107. © Sametz Blackstone Associates 94

108. 95 © Sametz Blackstone Associates

109. © Sametz Blackstone Associates 96

110. 97 © Sametz Blackstone Associates

111. Goal: coherence and flexibility

112. Action

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

114. Architecture for action: moving people closer © Sametz Blackstone Associates Desired outcome for constituency X Awareness Comprehension Participation Loyalty Support 101

115. 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 102

116. Architecture for action: moving people closer © Sametz Blackstone Associates For a museum member, move to … Awareness Comprehension Participation Loyalty Support Support Goals Messages Vehicles Channel Print Solicit gift Direct response mailer Your gift benefits you and your community Landing page Solicit gift Support the kids’ interaction center Digital You share when you care Facebook ‘like’ Invite others to join Mobile app with notices / benefits Engender pride in special group Join Museum Moms Personal meeting Solicit gift Connect in the way that matches your interests and passions! Live 103

117. 104 © Sametz Blackstone Associates

118. © Sametz Blackstone Associates 105

119. e-Newsletter © Sametz Blackstone Associates 106

120. © Sametz Blackstone Associates McGovern Institute web homepage 107

121. 108 © Sametz Blackstone Associates

122. 109 © Sametz Blackstone Associates

123. © Sametz Blackstone Associates 110

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

125. Building teams and knowledge

126. Engaging the organization––tools and training © Sametz Blackstone Associates 113

127. Engaging the organization © Sametz Blackstone Associates 114

128. Engaging the organization: extranet © Sametz Blackstone Associates 115

129. © Sametz Blackstone Associates 116

130. Goal: internal engagement, ownership, and sustainability

131. Pulling it together WGBH MIT Sloan School of Management

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

133. 120 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

134. 121 Where we started, samples from the logo-farm © Sametz Blackstone Associates 121

135. 122 Where we started, in membership and development print materials © Sametz Blackstone Associates 122

136. 123 Where started, in social media © Sametz Blackstone Associates 123

137. Four Three branding strategies Product / offering focus Corporate / institutional focus Product Endorsed Source Master 124 © 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

138. 125 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 125

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

140. Master branding giving societies, departments, initiatives, clubs 127 © Sametz Blackstone Associates

141. Master branding our areas of focus 128 © Sametz Blackstone Associates

142. Source branding “A” platforms 129 © Sametz Blackstone Associates

143. Typography 130 © Sametz Blackstone Associates

144. Approach to color: core palette 131 © Sametz Blackstone Associates PMS 647 PMS 716 PMS 3135 PMS 368 COOL GRAY 5 COOL GRAY 9

145. Approach to color: colors drawn from imagery 132 © Sametz Blackstone Associates

146. Texture and logo-driven angle 133 © Sametz Blackstone Associates

147. Adding the color bar 134 © Sametz Blackstone Associates

148. Putting the elements together… 135 © Sametz Blackstone Associates

149. Sustaining member program 136 © Sametz Blackstone Associates

150. Omnipresent brand bug…WGBH 2 137 © Sametz Blackstone Associates

151. Development: giving society 138 © Sametz Blackstone Associates

152. Ralph Lowell Society brochure 139 © Sametz Blackstone Associates

153. 140 Members’ magazine 140 © Sametz Blackstone Associates

154. Brand-driven promotion 141 © Sametz Blackstone Associates

155. Brand-driven promotion 142 © Sametz Blackstone Associates

156. Annual report 143 © Sametz Blackstone Associates

157. Getting credit! 144 © Sametz Blackstone Associates

158. © Sametz Blackstone Associates

159. Connecting the dots across platforms 146 © Sametz Blackstone Associates

160. Connecting the dots across platforms 147 © Sametz Blackstone Associates

164. 151 © Sametz Blackstone Associates MIT Sloan School of Management Volume and tone controls for coherence and flexibility MIT Sloan School of Management

165. 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 152

166. 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 153

167. Starting points: where’s MIT Sloan? © Sametz Blackstone Associates 154

168. Where’s MIT Sloan? © Sametz Blackstone Associates 155

169. Evolving web presence © Sametz Blackstone Associates 156

170. Goal: build coherence © Sametz Blackstone Associates Undergrad Exec Ed Fellows MBA PhD Resource development Alumni relations Recruiting Career development Student life 157

171. Goal: build coherence © Sametz Blackstone Associates Resourcedevelopment Alumni relations Recruiting Careerdevelopment Student life Undergrad Exec Ed Fellows MBA PhD 158

172. Goal: build coherence © Sametz Blackstone Associates Undergrad Exec Ed Fellows MBA PhD Resourcedevelopment Alumni relations Recruiting Careerdevelopment Student life 159

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

174. N=2,000 high GMAT scorers interested in 2 year residential MBA program Source: MIT Sloan What prospective MBAs care about © Sametz Blackstone Associates 161

175. Sources of information © Sametz Blackstone Associates 76% The MBA program's website 71% Current MBA students 68% Published rankings 64% On-campus interviews 64% MBA program alumni 62% Campus visits 60% Business school faculty 55% The Internet (sites other than school website) 53% Admissions personnel 47% Guidebooks about business schools 44% Local presentations hosted by MBA program 42% Printed brochures from MBA program 32% Academic advisor 32% Local MBA forums and fairs 25% My supervisor or senior managers at work Sources of information used 16% Human resources personnel at work 7% Advertisements N=2,000 high GMAT scorers interested in 2 year residential MBA program Source: MIT Sloan 162

176. MIT inside Culture: passion and entrepreneurial spirit Quantitative rigor + qualitative excellence “Technology” Competitive position © Sametz Blackstone Associates 163

177. Mens et Manus Intelligent Innovative / curious Entrepreneurial Passionate Forward-looking Collaborative Familial / supportive Rigorous Personality © Sametz Blackstone Associates 164

178. 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 165

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

180. Typographic choices © Sametz Blackstone Associates Benton Sans Adobe Caslon 167

181. Typographic execution © Sametz Blackstone Associates 168

182. 169 © Sametz Blackstone Associates

183. 170 © Sametz Blackstone Associates

184. Using the system’s “controls” to create connection and resonance © Sametz Blackstone Associates  Bold expression • • • • • • • • • • • Conservative expression  171

185. MBA admissions © Sametz Blackstone Associates 172

186. 173 © Sametz Blackstone Associates

187. 174 © Sametz Blackstone Associates

188. Telling stories: peer to peer dialogue © Sametz Blackstone Associates 175

189. Fellows program © Sametz Blackstone Associates 176

190. 177 © Sametz Blackstone Associates

191. Institutional advancement © Sametz Blackstone Associates

192. Alumni magazine © Sametz Blackstone Associates

193. © Sametz Blackstone Associates

194. 181 © Sametz Blackstone Associates

195. Engaging the organization: extranet © Sametz Blackstone Associates

196. Supporting decentralized communications © Sametz Blackstone Associates

197. MBA Applications up 40% “Market share” from 8% to 11% Women: 28% to 33% Rankings improved significantly: Better “fit” candidates Executive education Enrollment and revenues FT rankings ups Custom programs up Results © Sametz Blackstone Associates 184

198. Marketing Council Portfolio More consistent, integrated communications Viewbooks to alumni Improved morale…significant momentum Results: the “soft” stuff 185 © Sametz Blackstone Associates

200. 187 © Sametz Blackstone Associates

201. Next? Ok, now what?

202. What’s driving the need for change / improvement? Research Internal business / communication goals? What are you known for? Need to be known for? Your important constituents? What do they need to know / think…desired actions? What’s the competition doing / saying? Foundation Vision / mission? Which brand strateg(ies)? Areas of focus? What position can you “own”? Personality? Asking the right questions 189 © Sametz Blackstone Associates

203. Visual system Is primary identifier(s) appropriate? Can needed new meaning be invested in it? What approaches to type, color, imagery, and design best translate brand strategy and messages? Which elements are core? Which dynamic? Architecture How best to deploy print, digital, and social channels? 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 190 © Sametz Blackstone Associates

204. Start tessellating!

205. Roger Sametz Sametz Blackstone Associates www.sametz.com roger@sametz.com Margaret Andrews Associate Dean for Management Programs Harvard University Division of Continuing Education margaret_andrews@harvard.edu ??? Thank you