Audiences, Stakeholders, & Brands Nicholas Rhodes April 2015
Hello Audiences, Stakeholders Lessons from Enterprise HEI specifics Branding strategy Brand architecture
Hello
Photo: John Sturrock
Brand42 Central Saint Martins Rhodes & Lauritsen
Moët & Chandon Givenchy Montblanc Fritz Hansen Liberty Paul Smith CNN Bespoke Hermès Christian Dior Rémy Martin Microsoft LVMH Molton Brown Orange Strenesse Macallen Vertu Absolut Samsonite Kenzo ITV Unilever
Europe’s largest specialist arts and design university 19,000 students 100 countries 38% of Central Saint Martins’ cohort from outside of the UK photo: John Sturrock
Leading provider of short courses on creative subjects with around 20,000 students across the year, from 159 countries, aged 10–82
photo: John Sturrock
Central Saint Martins 4,000 Students 1,000 academic, research and technical staff, 2,000 Associate Lectures. 37 Courses photo: John Sturrock
Audiences Students: UG, PG Student sponsors Researchers Faculty
Audiences Research Funders Alumni Funding authorities Commercial partners Publics Accrediting organisations Media
Audiences Buying behaviours pre-search behaviour search behaviour application decision choice decision matriculation decision Source: Sargeant 2009
Audiences Factors influencing choice (PG) Course content 39% Location 19% Availability of funding 12% Reputation of institution 10% Only institution offering course 7% Recommendation 4% Other 15% Source: Sargeant 2009
International Audiences
LANGUAGE REPUTATION LOCATION COST Source: Rhodes 2015
Photo: John Sturrock
Audiences
Photo: John Sturrock
Not simply instrumental choice - It’s emotional too...
BRANDS
HEIs: Audiences, & Brands
Sensory overload is your competitor...
Be DIFFERENT
Message & Medium
Source: CC Hello Future http:// brandtouchpointmatrix.com
Source: CC Hello Future http:// brandtouchpointmatrix.com
Enterprise vs Nonprofit Branding
The only one 唯一的
Our brand is the ONLY boutique hotel in Hong Kong that serves organic food exclusively. 我们的品 酒店。
是香港唯一只供应有机食品的精品
Marty Neumeier: IT’S NOT WHAT YOU SAY, IT’S HOW PEOPLE Feel ABOUT YOU 重要的不是你说了什么，而是人们对你有 何感受 ⻢马蒂·诺伊迈尔
3 Exclusive 稀缺品 Serious Kitchen Trendy
2
1
0
1
2
3 Accessible大路货 Playful Factory Established Contemporary Quiet
Lively
HEI Specifics
Dionysus
Cellular culture
https://c1.staticflickr.com/3/2727/4263547210_f2ce2c7333_z.jpg?zz=1
Brand Architecture
Source:http://ervinandsmith.com/blog/branding/four-brand-architecture-examples/
Source:http://ervinandsmith.com/blog/branding/four-brandarchitecture-examples/
Source:http://ervinandsmith.com/blog/branding/four-brandarchitecture-examples/
Source:http://ervinandsmith.com/blog/branding/four-brandarchitecture-examples/
Source:http://ervinandsmith.com/blog/branding/four-brandarchitecture-examples/
Open University Advertisement Source: https://www.youtube.com/watch? v=ktAnpf_nu5c
Summary Audience orientation Customer insight: emotional and instrumental drivers Relevant brand architectures Stakeholder buy-in
nick@brand42.co.uk
n.rhodes@csm.arts.ac.uk
nick@rhodeslauritsen.com