Enhancing Our BrandMarketing Meeting – February 24, 2011

What is this thing we call a Brand? Is it a look or logo? A name, product line or

service?

Is it something that provides an emotional connection and helps consumers cut through marketplace clutter?

It’s not an abstract concept. It is our single greatest asset….the reason why people choose us over any other product.

Branding 101 Brands are built by people…..not by

logos or advertising. Strong Brands aren’t built in a day,

week or month. It takes years. Brands are about promises and trust. Strong Brands help guide executive

decision-making.

Why Is Building a Brand so Important? To differentiate you from your competition. To create value. To get buy in from your entire community – ‘bottom up.’

The Value of Building a Brand“…In the factory we make cosmetics, in the store we

sell hope.”-- Charles Revlon

“If all Coca Cola's assets were destroyed overnight , whoever owned the Coca Cola name could walk into a bank the next morning and get a loan to rebuild everything.“

-- Carlton CurtisVP Corporate Communications, Coca Cola

Starbucks

Founded in 1971 at Seattle’s Pike Place Market. In 25 years, grew from 18 stores to 9,671. Known for attention to detail and its hip

environment. Starbucks Chairman, Howard Schultz says he’s

not in the coffee business serving people. He’s in the people business serving coffee.

Is a Cup of Coffee Really Worth $5?

“The product that will not sell without advertising will not sell profitably with advertising.” – Howard Schultz

Commitment from the “Bottom – Up”

In the first 25 years, Starbucks spent less than $20 million on traditional advertising.

Instead it plowed potential ad spending into employee benefits.

One of the first to offer part-time employees stock options and health benefits.

Why? Because the employee is crucial to the Starbucks experience.

Is a Cup of Coffee Really Worth $5?

“If we want to exceed the trust of our customers, then we first have to build trust with our people. A brand has to start with the culture and naturally extend to our customers.”

-- Howard Schultz, Starbucks Chairman

Strong Brands have an Emotional Connection

The brand stands for something important to consumers.

The brand is intense and vibrant and connects with people on multiple levels and senses.

The brand is unique. The brand is admirable. The brand consistently interacts and never

disappoints. The brand makes them feel good.

Great Brands

Great brands are not viewed as commodities. Great brands deliver against a promise. Great brands create strong word of mouth. Great brands convey value systems. Great brands know how far the brand can stretch. Great brands create relationships. Great brands forge emotional connections. Great brands really know their consumers.

Great Brands

Do we want to be a Great Brand?

Finding Our Focus

WHO ARE We?

Great Brands Stand for One ThingMaytag FreedomVolvo Thinking DifferentlyDisney Overnight, No ExcusesNike SafetyHarley MagicApple DependabilityFedEx Quality Footware

Great Brands Stand for One ThingMaytag DependabilityVolvo SafetyDisney MagicNike Quality FootwareHarley FreedomApple Thinking DifferentlyFedEx Overnight, No Excuses

I’M One -- the Brand Promise

Simply put being Tennessee's Best is a goal for MTSU to recruit the best students, retain the best faculty, and being committed to enhancing academic quality and a student-centered environment; two pillar of our academic master plan.  As President McPhee said when the campaign was officially initiated at the Fall Faculty meeting, the I’M ONE campaign is designed to recognize the important role each individual plays in helping students reach their full potential.

Why did I’M One ‘work’ in Admissions and did not continue to resonate across campus?

Do we want to develop an Ad Campaign that may have a ‘lifespan’ of 1-2 years?

Or do we want to develop a Marketing Campaign that will embrace “who we are” and a “Brand Promise” that will serve the University for years & years?