1. BENDER BRIAN ANDY You see us as you want to see us in the simplest terms, and the most convenient definitions. Brian Johnson, The Breakfast Club, 1985 ALLISON CLAIRE

2. WHAT IS A BRAND? 3. a logo and tagline a mere identifier a marketing or advertising approach A BRAND is not 4. . . . a psychological construct held in the minds of all those aware of the branded product, person, organization, or movement. A BRAND is Source: Stanford Social Innovation Review 5. EFFECTIVE BRANDS are memorable, communicate meaning, spark emotion, and inspire action. 6. BRAND Source: Marketing Management, Philip Kotler A BRAND is a promise BRAND PROMISE DELIVERY ON THE BRAND PROMISE 7. SAMPLE BRAND PROMISES Ladies and gentlemen serving ladies and gentlemen. Provide access to the worlds information in one click 8. Branding plays a special role for nonprofits it has the unique potential to create organizational cohesion and to build capacity. When a brand is positioned consistently, staff who are already proud of what they do rally around it. This builds trust in the organization and can even increase its social impact. 9. BRANDING is about internal communication as much as external communication. 10. Defining what your brand is also defines what it is not Giving staff boundaries promotes creativity and innovation INTERNAL BRANDING: a passport to creativity Source: Design Management Review, 2005 11. The Leukemia & Lymphoma Society (LLS) Multiple Campaigns One Brand 12. The Someday Is Today campaign was created to unite all of LLSs events and messages under one unifying platform. The campaign includes print, television, radio, and social media elements. Messaging has been integrated into everything we do as an organization. 13. Creating a Message Map A message map will provide consistency in messaging across platforms and campaigns. Start with core messages. Keep them to a few concise ideas that are a true representation of your mission and goals. Ex: The Leukemia & Lymphoma Society exists to find cures and ensure access to treatments for blood cancer patients. We are saving lives not someday, but today. Questions to address What makes you unique? Who are your key stakeholders? How do your messages apply to each audience? 14. Public Health Branding Theory and Practice Body Bags 15. Public Health Branding Theory and Practice Examples of Brand Relationships Brands seek to build emotional relationships with consumers, to build identification with core values Social media provide new ways to build relationships Examples: http://twitter.com/#!/Bedsider http://www.cdc.gov/socialmedia/ http://twitter.com/#!/CocaCola Coke was named 2011 brand of the year by Adage for their social media branding What are they doing right? BUILDING CONSUMER ENGAGEMENT 16. Public Health Branding Theory and Practice Bedsider Social Game - Egona Egona is a single cell striving to find the right match at the right time. Unfortunately, her world is swarming with Mato matches that just dont offer what Egona is looking for. Its up to the player and Egonas Symbiote friends to help her get through wave after wave of Matos, building up her resources along the way, until she can find the right match at the optimal time to get the highest score for that level.