being the brand - · pdf filemarty neumeier, zag “a brand is a customer’s gut...
TRANSCRIPT
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BEING THE BRAND
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Doug Burgett
Creative Director Enrollment ManagementUniversity of Illinois
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To be the brand is to appropriately embody the same principles of the brand you’re representing.
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To be the brand is to engage and influence.
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Bra
nd
En
gag
em
en
t
Brand InfluenceUnknown
Entities
You
Employer,
Friends, etc.
Things you
consume,
follow, etc.
Being the Brand
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BRAND BASICS
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Marty Neumeier, Zag
“A brand is a customer’s gut feeling about
a product, service, or company.”
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“Your brand exists only in someone’s mind.”
forbes.com/sites/jerrymclaughlin/2011/12/21/what-is-a-brand-anyway/#5cd70db02a1b
Jerry McLaughlin
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Mind
Gut
Brands live here.
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Strong brands create positive vibes.
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underconsideration.com
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BRAND STRATEGY
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Huh?
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Branding Enrollment
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Happy & Helpful
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Excellence
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Strong brands create positive vibes.
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AUDIENCE KNOWLEDGE
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COMMUNICATIONS
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CUSTOMER SERVICE
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ENGAGEMENT
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“At McDonald’s, people are
the face of our Brand.”
corporate.mcdonalds.com/mcd/sustainability/people.html
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CULTURE
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THANK YOU
Doug Burgett dougburgett.net