Audiences, Stakeholders & Brands

Audiences, Stakeholders, & Brands Nicholas Rhodes April 2015

Hello Audiences, Stakeholders Lessons from Enterprise HEI specifics Branding strategy Brand architecture

Hello

Photo: John Sturrock

Brand42 Central Saint Martins Rhodes & Lauritsen

Moët & Chandon Givenchy Montblanc Fritz Hansen Liberty Paul Smith CNN Bespoke Hermès Christian Dior Rémy Martin Microsoft LVMH Molton Brown Orange Strenesse Macallen Vertu Absolut Samsonite Kenzo ITV Unilever

Europe’s largest specialist arts and design university 19,000 students 100 countries 38% of Central Saint Martins’ cohort from outside of the UK photo: John Sturrock

Leading provider of short courses on creative subjects with around 20,000 students across the year, from 159 countries, aged 10–82

photo: John Sturrock

Central Saint Martins 4,000 Students 1,000 academic, research and technical staff, 2,000 Associate Lectures.

37 Courses photo: John Sturrock

Audiences Students: UG, PG Student sponsors Researchers Faculty

Audiences Research Funders Alumni Funding authorities Commercial partners Publics Accrediting organisations Media

Audiences Buying behaviours pre-search behaviour search behaviour application decision choice decision matriculation decision Source: Sargeant 2009

Audiences Factors influencing choice (PG) Course content 39% Location 19% Availability of funding 12% Reputation of institution 10% Only institution offering course 7% Recommendation 4% Other 15% Source: Sargeant 2009

International Audiences

LANGUAGE REPUTATION LOCATION COST Source: Rhodes 2015

Photo: John Sturrock

Audiences

Photo: John Sturrock

Not simply instrumental choice - It’s emotional too...

BRANDS

HEIs: Audiences, & Brands

Sensory overload is your competitor...

Be DIFFERENT

Message & Medium

Source: CC Hello Future http:// brandtouchpointmatrix.com

Source: CC Hello Future http:// brandtouchpointmatrix.com

Enterprise vs Nonprofit Branding

The only one 唯一的

Our brand is the ONLY boutique hotel in Hong Kong that serves organic food exclusively. 我们的品 酒店。

是香港唯一只供应有机食品的精品

Marty Neumeier: IT’S NOT WHAT YOU SAY, IT’S HOW PEOPLE Feel ABOUT YOU 重要的不是你说了什么，而是人们对你有 何感受 ⻢马蒂·诺伊迈尔

3 Exclusive 稀缺品 Serious Kitchen Trendy

2

1

0

1

2

3 Accessible大路货 Playful Factory Established Contemporary Quiet

Lively

HEI Specifics

Dionysus

Cellular culture

https://c1.staticflickr.com/3/2727/4263547210_f2ce2c7333_z.jpg?zz=1

Brand Architecture

Source:http://ervinandsmith.com/blog/branding/four-brand-architecture-examples/

Source:http://ervinandsmith.com/blog/branding/four-brandarchitecture-examples/

Source:http://ervinandsmith.com/blog/branding/four-brandarchitecture-examples/

Source:http://ervinandsmith.com/blog/branding/four-brandarchitecture-examples/

Source:http://ervinandsmith.com/blog/branding/four-brandarchitecture-examples/

Open University Advertisement Source: https://www.youtube.com/watch? v=ktAnpf_nu5c

Summary Audience orientation Customer insight: emotional and instrumental drivers Relevant brand architectures Stakeholder buy-in

nick@brand42.co.uk

n.rhodes@csm.arts.ac.uk

nick@rhodeslauritsen.com