parrot heads to beliebers: how to brand your school like a rock star

PARROT HEADS TO BELIEBERS:

How to Brand Your School

Like a RockStarKristina DooleyIndependent Educational ConsultantSBSA Conference 2013

OUR GUIDE

CALL US MAYBE?

• How do Rock Star

Bands manage to

infiltrate our world?

• What gets them to the

top and what keeps

them there?

• How do Rock Star

Bands stay “fresh”

after decades on the

scene?

AC/DC ~ 20 Song

Titles Include the Word

“Rock”

Angus Young = School

Boy

Perception is reality…

do you know what your

perception is?

BE CONSISTENT

BE CONSISTENT

BE INNOVATIVE

“If you can’t be the dominant

leader in a category, establish a

new category and own it.”

“You become successful by

appealing passionately to a small

group of people for very specific

reasons. You will alienate some

people in the process, but great

brands accept that risk.”

BE INNOVATIVE

BUILD A TRIBE

BUILD A TRIBE

Bootleg recordings of

shows

“Shakedown Street”

“Warts & All”

Recordings

Visuals to Unite

Deadheads

Every show like a

“dysfunctional family

reunion”

Who is your Scott

Nickerson?

Word of Mouth without

Social Media

BUILD A TRIBE

SELL AN EXPERIENCE

SELL AN EXPERIENCE

“Harley-Davidson

doesn’t sell motorcycles.

Harley-Davidson sells

the ability for a forty-

seven-year-old

accountant to dress up

in black leather, ride

through small towns,

and have people be

afraid of him.”

SELL AN EXPERIENCE

CREATE DEMAND

“If a brand is in

demand and people

believe it’s in short

supply, the value of the

brand increases

exponentially.”

Create the perception

that your product is rare

and then this becomes

the reality.

CREATE DEMAND

Too much hype can

lead to eventual letdown.

Under promise, over

deliver.

BALANCE ANTICIPATION

BALANCE ANTICIPATION

Acknowledge your

flaws, connect with

people.

Use social media to

communicate…be real.

BE HONEST

STAND OUT

STAND OUT

ROCK STAR MANIFESTO

Rock Stars don’t have customers or clients…hey have fans.

Rock Stars give their fans an experience…not a product or

service.

Rock Stars don’t have a cubicle or office…they have a stage.

Rock Stars share their heart & soul with their fans when

they perform…they leave nothing behind on stage.

Rock Stars give their fans something to talk about…they are

remarkable. The unremarkable are quickly forgotten.

ROCK STAR MANIFESTO

Rock Stars differentiate…being like everyone else is a death sentence.

Rock Stars understand that the opposite of love isn’t hate, it is

indifference. Hate doesn’t kill business, indifference does.

Rock Stars are unafraid of change. A new song begins every few

minutes so you’ve got to be thinking a few moves ahead.

Rock Stars create something from nothing. An idea becomes a riff and

becomes a song. Then they do it again. And again.

Rock Stars always overcome. They possess an undying belief that they

can rise again.

THANK YOU & ROCK ON!