All Aboard the Cluetrain10 rules of branding you can’t afford to ignore

David Willows

ww

w.isb

.be

Let’s be honest

Inte

rnat

iona

l Sch

ools

Adm

issi

ons

and

Mar

ketin

g C

onfe

renc

e 20

09

Everything’s changing.

Everything’s becoming more complex.

Our kids seem smarter than we are.

And it just keeps on coming.

Let’s be honest

Inte

rnat

iona

l Sch

ools

Adm

issi

ons

and

Mar

ketin

g C

onfe

renc

e 20

09

Everything’s changing.

Since the last time I gave this talk.

The world has changed.

I have changed.

The 10 rules have changed.

Let’s be honest

So we are left with 3 key questions:

What is the past I need to let go of?What is the future I need to embrace?

What are the pieces that never change over time?

Inte

rnat

iona

l Sch

ools

Adm

issi

ons

and

Mar

ketin

g C

onfe

renc

e 20

09

Let’s be honest

As we rush headlong into an exciting futurethe ancient principles of communication stretching

back to ancient times still apply.

Inte

rnat

iona

l Sch

ools

Adm

issi

ons

and

Mar

ketin

g C

onfe

renc

e 20

09

Let’s be simple

Our journey has consistently been one offinding simplicity in the complexity

Inte

rnat

iona

l Sch

ools

Adm

issi

ons

and

Mar

ketin

g C

onfe

renc

e 20

09

Defining what we do

1. Attraction

2. Recruitment

4. Engagement

3. Induction5. Retention

6. Release

External Communications

Internal Communications

Inte

rnat

iona

l Sch

ools

Adm

issi

ons

and

Mar

ketin

g C

onfe

renc

e 20

09

Defining what we do

Telling the story of ISB

and helping others find their place inthat story

Inte

rnat

iona

l Sch

ools

Adm

issi

ons

and

Mar

ketin

g C

onfe

renc

e 20

09

The View from 30 000 feet

It feels like a mountain to climb.

But let’s go to the top of the mountain andsee what it looks like from up there.

Inte

rnat

iona

l Sch

ools

Adm

issi

ons

and

Mar

ketin

g C

onfe

renc

e 20

09

The View from 30 000 feet

Remember: Someone moved the mountain on aparticular day in 2008

Inte

rnat

iona

l Sch

ools

Adm

issi

ons

and

Mar

ketin

g C

onfe

renc

e 20

09

The View from 30 000 feet

From up here, all you see is brand.

Inte

rnat

iona

l Sch

ools

Adm

issi

ons

and

Mar

ketin

g C

onfe

renc

e 20

09

The View from 30 000 feet

Like it or not, we live in a branded universe.You, your school, ‘we’ all have identity.

Manage it, or it will manage you.

Inte

rnat

iona

l Sch

ools

Adm

issi

ons

and

Mar

ketin

g C

onfe

renc

e 20

09

The View from 30 000 feet

Like it or not, we live in a branded universe.You, your school, ‘we’ all have an identity.

Manage it, or it will manage you.

Inte

rnat

iona

l Sch

ools

Adm

issi

ons

and

Mar

ketin

g C

onfe

renc

e 20

09

The View from 30 000 feet

THE BRAND YOU SEE

Inte

rnat

iona

l Sch

ools

Adm

issi

ons

and

Mar

ketin

g C

onfe

renc

e 20

09

The View from 30 000 feet

THE BRAND YOU SEE

Inte

rnat

iona

l Sch

ools

Adm

issi

ons

and

Mar

ketin

g C

onfe

renc

e 20

09

1. All aboard the ‘cluetrain’

Markets are nothing morethan conversations… Ouronly hope is to talk.

Inte

rnat

iona

l Sch

ools

Adm

issi

ons

and

Mar

ketin

g C

onfe

renc

e 20

09

1. All aboard the ‘cluetrain’

Conversations are aprofound act of humanity.So once were markets.

Inte

rnat

iona

l Sch

ools

Adm

issi

ons

and

Mar

ketin

g C

onfe

renc

e 20

09

1. All aboard the ‘cluetrain’

The only advertising thatwas ever truly effectivewas word of mouth, whichis nothing more thanconversation. Now word ofmouth has gone global.

Inte

rnat

iona

l Sch

ools

Adm

issi

ons

and

Mar

ketin

g C

onfe

renc

e 20

09

1. All aboard the ‘cluetrain’

Further, these voices aretelling one another thetruth based on their realexperiences.

The Cluetrain Manifesto: The End of Business as Usual (Rick Levine et al, 2000)

Inte

rnat

iona

l Sch

ools

Adm

issi

ons

and

Mar

ketin

g C

onfe

renc

e 20

09

1. All aboard the ‘cluetrain’

•What conversations are you starting?

•With whom?

•Using what media?

Inte

rnat

iona

l Sch

ools

Adm

issi

ons

and

Mar

ketin

g C

onfe

renc

e 20

09

1. All aboard the ‘cluetrain’

Are you a lurker or doyou jump right in?

Inte

rnat

iona

l Sch

ools

Adm

issi

ons

and

Mar

ketin

g C

onfe

renc

e 20

09

2. Funky Hedgehogs

In his famous essay “TheHedgehog and the Fox,” IsaiahBerlin divided the world intohedgehogs and foxes, basedupon an ancient Greek parable:“The fox knows many things,but the hedgehog knows one bigthing.”

Good to Great and the Social Sectors (Jim Collins, 2006)

Inte

rnat

iona

l Sch

ools

Adm

issi

ons

and

Mar

ketin

g C

onfe

renc

e 20

09

2. Funky Hedgehogs

Core ValuesWhat are you passionate about?

Time, Resources, BrandWhat drives your resource engine?

Unique Selling PointWhat are you best in the

world at?Inte

rnat

iona

l Sch

ools

Adm

issi

ons

and

Mar

ketin

g C

onfe

renc

e 20

09

2. Funky Hedgehogs

Core ValuesWhat are you passionate about?

Time, Resources, BrandWhat drives your resources engine?

Unique Selling PointWhat are you best in the

world at?

Great schoolscannot overlookthe importanceof leveragingtheir brand

Inte

rnat

iona

l Sch

ools

Adm

issi

ons

and

Mar

ketin

g C

onfe

renc

e 20

09

2. Funky Hedgehogs

Breakthroughcannot besustainedwithout aclear brand

Inte

rnat

iona

l Sch

ools

Adm

issi

ons

and

Mar

ketin

g C

onfe

renc

e 20

09

2. Funky Hedgehogs

But what does‘leveraging thebrand’ mean?

Inte

rnat

iona

l Sch

ools

Adm

issi

ons

and

Mar

ketin

g C

onfe

renc

e 20

09

2. Funky Hedgehogs

Funky business is whenan organisationslavishly applies the‘rules’ of the brand toall business decision-making.

The Brand is more thana name or a logo. Itis a promise and acontract with everycustomer.

Funky Business Forever:How to Enjoy Capitalism

(Ridderstrale & Nordstrom, 2008)

Inte

rnat

iona

l Sch

ools

Adm

issi

ons

and

Mar

ketin

g C

onfe

renc

e 20

09

2. Funky Hedgehogs

A brand is always morethan the sum of theseparts:

•Name

•Logo

•Packaging

•Price

•History

•Reputation

•Advertising…

Funky Business Forever:How to Enjoy Capitalism

(Ridderstrale & Nordstrom, 2008)

Inte

rnat

iona

l Sch

ools

Adm

issi

ons

and

Mar

ketin

g C

onfe

renc

e 20

09

2. Funky Hedgehogs

A brand is always morethan the sum of theseparts:

•Name

•Logo

•Packaging

•Price

•History

•Reputation

•Advertising…

Funky Business Forever:How to Enjoy Capitalism

(Ridderstrale & Nordstrom, 2008)

Inte

rnat

iona

l Sch

ools

Adm

issi

ons

and

Mar

ketin

g C

onfe

renc

e 20

09

Let’s be honest

As we rush headlong into an exciting futurethe ancient principles of communication stretching

back to ancient times still apply.

CONVERSATIONTRUST…

Inte

rnat

iona

l Sch

ools

Adm

issi

ons

and

Mar

ketin

g C

onfe

renc

e 20

09

The brands that survive will have:

•Global relevance

•Hyperlocal desirability

•Strong ties to multiple niches

3. The Next Now

Inte

rnat

iona

l Sch

ools

Adm

issi

ons

and

Mar

ketin

g C

onfe

renc

e 20

09

The customers will require:

•Precision: know who I am

•Reciprocity: let me speak as well

•Flexibility: how we do business together

3. The Next Now

(YouTube: Marketing@Google: Dean Crutchfield)

Inte

rnat

iona

l Sch

ools

Adm

issi

ons

and

Mar

ketin

g C

onfe

renc

e 20

09

3. The Next Now

Like it or not, families,companies and organisationspurchase international schooleducation in just the same way asthey buy a new BMW, iPod or pairof Chanel sunglasses.

Inte

rnat

iona

l Sch

ools

Adm

issi

ons

and

Mar

ketin

g C

onfe

renc

e 20

09

3. The Next Now

…a new BMW, iPod or pair of Chanelsunglasses.

And who is buying BMW right now?

Inte

rnat

iona

l Sch

ools

Adm

issi

ons

and

Mar

ketin

g C

onfe

renc

e 20

09

4. Fancy a Coffee?

Its all about an experience that happens to include coffee.

Inte

rnat

iona

l Sch

ools

Adm

issi

ons

and

Mar

ketin

g C

onfe

renc

e 20

09

4. Fancy a Coffee?

Its all about an experience that happens to include coffee.

•Make it your own

•Everything matters

•Surprise and delight

•Embrace resistence

•Leave your mark

Inte

rnat

iona

l Sch

ools

Adm

issi

ons

and

Mar

ketin

g C

onfe

renc

e 20

09

4. Fancy a Coffee?

Its all about an experience that happens to include coffee.

Starbucks as the ‘Third Place’:

•WORK

•HOME

•STARBUCKS

Inte

rnat

iona

l Sch

ools

Adm

issi

ons

and

Mar

ketin

g C

onfe

renc

e 20

09

4. Fancy a Coffee?

Its all about an experience that happens to include coffee.

Starbucks as the ‘Third Place’:

•WORK

•HOME

•STARBUCKS

ISB

ISB

Inte

rnat

iona

l Sch

ools

Adm

issi

ons

and

Mar

ketin

g C

onfe

renc

e 20

09

4. Fancy a Coffee?

How do you bottle that experience ?

Inte

rnat

iona

l Sch

ools

Adm

issi

ons

and

Mar

ketin

g C

onfe

renc

e 20

09

4. Fancy a Coffee?

4. Fancy a Coffee?

5. Coherence, coherence, coherence

OUR PROMISE

Applied in multiple contexts to multiple audiencesFina

lsite

Uni

vers

ityIn

tern

atio

nal

5. Coherence, coherence, coherence

Fina

lsite

Uni

vers

ityIn

tern

atio

nal

5. Coherence, coherence, coherenceCurriculum

How do kids learn about environmental impact?What is the experience of students at ISB?

Facilities and ServicesHow is ISB organised?

How will we modelgood practice?

External RelationsHow does ISB communicate its vision?

How does it engage resources and partners from outside?

EnvironmentalCommittee

What will students,parents and faculty

do?

Fina

lsite

Uni

vers

ityIn

tern

atio

nal

6. Tell me your story

Why do people keep thingsbottled up inside? It makes nosense. Nothing good comes fromthat.

Fina

lsite

Uni

vers

ityIn

tern

atio

nal

There it is again….

As we rush headlong into an exciting futurethe ancient principles of communication stretching

back to ancient times still apply.

CONVERSATIONTRUST…

Inte

rnat

iona

l Sch

ools

Adm

issi

ons

and

Mar

ketin

g C

onfe

renc

e 20

09

6. Tell me your story

One story.A thousand ways of telling it.Yet every time it is told,the story changes.

Inte

rnat

iona

l Sch

ools

Adm

issi

ons

and

Mar

ketin

g C

onfe

renc

e 20

09

7. Monitoring the Brand

How do you know your brand is successful?

Fly in Leather

YoghurtArch Deluxe

New Coke

Fina

lsite

Uni

vers

ityIn

tern

atio

nal

7. Monitoring the Brand

How do you know your brand is successful?

Inte

rnat

iona

l Sch

ools

Adm

issi

ons

and

Mar

ketin

g C

onfe

renc

e 20

09

8. Diagnose the pain

Inte

rnat

iona

l Sch

ools

Adm

issi

ons

and

Mar

ketin

g C

onfe

renc

e 20

09

9. Understanding why brands fail

•Brand amnesia

•Brand ego

•Brand megalomania

•Brand deception

•Brand fatigue

•Brand paranoia

•Brand irrelevance

Brand Failures: The truth about the 100 biggest branding mistakes of all time

(Matt Haig, 2003)

Inte

rnat

iona

l Sch

ools

Adm

issi

ons

and

Mar

ketin

g C

onfe

renc

e 20

09

9. Understanding why brands fail

Amnesia Do we know what we stand for?

Ego Do we think of ourselves too highly?

Megalomania Do we think we can be best at everything?

Deception Does our product match our description?

Fatigue Have we run out of ideas?

Paranoia Have we lost a sense of ‘self’ in lawsuits,constant reinvention and obsession with competitors?

Irrelevance Do we have a product anyone wants any more?

Inte

rnat

iona

l Sch

ools

Adm

issi

ons

and

Mar

ketin

g C

onfe

renc

e 20

09

10. Build alliances

Do the maths…

Inte

rnat

iona

l Sch

ools

Adm

issi

ons

and

Mar

ketin

g C

onfe

renc

e 20

09

10. Build alliances

Inte

rnat

iona

l Sch

ools

Adm

issi

ons

and

Mar

ketin

g C

onfe

renc

e 20

09

10. Build alliances

Inte

rnat

iona

l Sch

ools

Adm

issi

ons

and

Mar

ketin

g C

onfe

renc

e 20

09

10. Build alliances

+ = ?

Inte

rnat

iona

l Sch

ools

Adm

issi

ons

and

Mar

ketin

g C

onfe

renc

e 20

09

10. Build alliances

2

Inte

rnat

iona

l Sch

ools

Adm

issi

ons

and

Mar

ketin

g C

onfe

renc

e 20

09

10. Build alliances

Michael Fullan writes about 8 elements ofsustainability.

3. Lateral capacity building through networks

Inte

rnat

iona

l Sch

ools

Adm

issi

ons

and

Mar

ketin

g C

onfe

renc

e 20

09

10. Build alliances

VISION PARTNERS

TAKING US FURTHER

THAN WE COULD GO ON OUR OWN

Inte

rnat

iona

l Sch

ools

Adm

issi

ons

and

Mar

ketin

g C

onfe

renc

e 20

09

Sneaking into 11th Place

Inte

rnat

iona

l Sch

ools

Adm

issi

ons

and

Mar

ketin

g C

onfe

renc

e 20

09

Brands have life cycles too.Look after them.They will look after you.

Find simplicity in the complexityStay learning focusedTake risks. Encourage innovation.Embrace change.Learning from the past.Accept mistakes.Enjoy.

And in the end…

Inte

rnat

iona

l Sch

ools

Adm

issi

ons

and

Mar

ketin

g C

onfe

renc

e 20

09

The International School of Brussels - Kattenberg 19, 1170 Brussels. Belgium - Tel: 00 32 (2) 661 42 11 - Fax: 00 32 (2) 661 42 00

ww

w.isb

.be

To keep the conversation going….

David Willows PhDDirector of External RelationsInternational School of Brussels (ISB)Kattenberg 19Brussels, Belgium

Telephone: +32 2 661 4223GSM: +32 485 732564Skype: davidwillowsBlog: http://davidwillows.squarespace.com

www.isb.be