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The Brand Business Managers’ Meeting Tuesday, February 12, 2012

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The Brand Business Managers’ Meeting

Tuesday, February 12, 2012

What is a brand?

"A brand is a CUSTOMER EXPERIENCE represented by a collection

of images and ideas; often, it refers to a symbol such as a name, logo,

slogan, and design scheme. Brand recognition and other reactions are

created by the ACCUMULATION OF EXPERIENCES with the

specific product or service, both directly relating to its use, and through

the influence of advertising, design, and media commentary."

American Marketing Association: www.marketingpower.com/_layouts/Dictionary.aspx?dLetter=B#branding

Touch Points

MIKE TIGER Brand Ambassador

SALLY Prospective Student

Vendor

“LSU IS GREAT.”

Zag: The #1 Strategy of High-Performance Brands by, Marty Neumeier

“LSU IS GREAT.”

Zag: The #1 Strategy of High-Performance Brands by, Marty Neumeier

“TRUST ME. LSU IS GREAT.”

Zag: The #1 Strategy of High-Performance Brands by, Marty Neumeier

“LSU IS GREAT. LSU IS GREAT. LSU IS GREAT.”

Zag: The #1 Strategy of High-Performance Brands by, Marty Neumeier

Zag: The #1 Strategy of High-Performance Brands by, Marty Neumeier

“I UNDERSTAND LSU IS GREAT.”

Zag: The #1 Strategy of High-Performance Brands by, Marty Neumeier

http://www.youtube.com/watch?feature=player_embedded&v=N4t3-__3MA0

• Athletic

• Spirited/Traditional

• Big

What is an ambassador?

“A person who acts as a REPRESENTATIVE or promoter of a specified activity.”

New Oxford American Dictionary

What are Quality Standards?

“The operational priorities, or criteria, that ensure consistent delivery of guest services.”

Disney Institute: Disney’s Approach to Quality Service

LSU University Relations Quality Standards

1. Service

2. Excellence

3. Expertise

4. Collaborative

How You Impact the Brand:

• Monthly Newsletters

• Email Signatures

• Auto Reply messages

• Outgoing Voice message

• Every touch point is an OPPORTUNITY

Newsletter Tips

• Keep it short

• Skip the intro

• Focus on Headlines

• Keep the Best info on top

• Include Images

Jakob Nielsen Alert Box: http://www.useit.com/alertbox/newsletters-study-3.html

Email Signature Do’s

• Name

• Title

• Phone Numbers (Office, Cell, Fax)

• Email Address

• Web Site

Email Best Practices

• Use Out-of-Office Auto Reply

• Personal Email Signature

• Never send an email when:

– Angry

– Impatient

– Argumentative

– Unfocused

– Tired

QUESTIONS?

Jewel Hampton

[email protected] • 578-3878

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