Building the Missouri S&T

brandAndrew Careaga

Missouri S&T Communications

Chancellor’s Council, May 6, 2009

What is this thing called

BRANDING?

what is a brand?

why is branding

important?

what does it mean for Missouri S&T?

S&T COMMUNICATIONS

WHAT IS A BRAND?

name?

association?

logo?

A brand is how people feel

about a product,

service or organization

brands are defined by people, not

organizations

and people are emotional,

intuitive beings

IN OTHER WORDS… …OUR BRAND

is not what we say it is ...

… it’s what they say it is

A brand is more than a name or a logo – it is a promise and a contract with every customer with whom you are dealing. And if people feel that the offering does not live up to what they expect from the brand, they will decide to stop buying.

Richard Branson, founder of Virgin

A brand for a companyis like a reputation for a person. You earn reputation by trying to do hard

things well.

Jeff Bezos, founder, Amazon.com

NAME CHANGE AND BRANDING

• Reflect our standing as a leading technological research university

• Differentiate from the other UM campuses

• Aid recruitment on a national scale

• Enhance our reputation nationally and internationally

THE ROLLOUT

THE ROLLOUT

SIGNS OF SUCCESS

BEYOND THE ROLLOUT

MISSOURI S&TBRAND PLATFORM

• The strategic foundation for university-wide, brand-based decisions

• Based on our mission

Solving the problems

of a technological world

• Brand “drivers”

MISSOURI S&TBRAND DRIVERS

• Distinctive features of how Missouri S&T carries out its mission

• Foundation for all marketing actions and messages

• Should be used consistently

• Can be articulated differently

MISSOURI S&TBRAND DRIVERS

• Practical, applied experiences

• Successful graduates

• Sustainable economic impact

• Strong reputation

• Broad range of engineering and science degree programs

• Supportive communities

BRAND-BUILDING CAMPAIGNS

BRAND-BUILDING: ACADEMICS

• Target U.S. News voters

• Monthly postcards, email newsletters

• Tagline:

What’s new at Missouri S&T?

• ASEE Prism mailer

BRAND-BUILDING: ACADEMICS

BRAND-BUILDING: ACADEMICS

DIFFERENTIATION

We’re hardwired to notice only what’s different

OUR ADVANTAGE(AND OUR CONUNDRUM)

California Institute of Technology

Carnegie Mellon

Colorado School of Mines

Drexel University

Georgia Institute of Technology

Illinois Institute of Technology

Michigan Technological University

New Jersey Institute of Technology

Rensselaer Polytechnic Institute

South Dakota School of Mines and Technology

Stevens Institute of Technology

Missouri S&T

Worcester Polytechnic Institute

Massachusetts Institute of Technology

University of Southern CaliforniaUniversity of California-Berkeley

University of Illinois at Urbana-Champaign

University of Michigan-Ann Arbor

University of Missouri-Kansas City

University of Missouri-St. Louis

The University of Texas at Austin

Purdue University

Texas A&M University

Texas Tech University

University of Missouri-Columbia

Stanford University

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0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

% E

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En

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% Engineering, Business, Science & Math Enrollment

BUILDING THE BRAND

Let’s make S&T as synonymous with Missouri University of Science and Technology …

… as A&M is with Texas Agricultural and Mechanical University

HOW YOU CAN HELP

• Always use the correct name or shortened version, either– Missouri S&T, or– S&T

• When you hear others using the wrong term, gently point out the error

• Thank those who use the correct term (positive reinforcement)

HOW YOU CAN HELP

Please avoid saying:• MST• MS&T• MUST• MOST

It’s OK to say “S&T”

HOW YOU CAN HELP

http://standards.mst.edu

S&T SOCIAL NETWORKS

• Facebookhttp://tinyurl.com/MissouriSandT

• Twitterhttp://twitter.com/MissouriSandT

• YouTubehttp://youtube.com/MissouriSandT

• Flickrhttp://flickr.com/MissouriSandT