Brand vs campaign or brand + campaign

brAnd strAtegy+ experience More about the WHO and WHY A brAnd platform includes we are we exist 7... messAge strAtegy+ stOry A traditional cAmpAign platform includes More about the WHAT

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OUr AgendA fOr tOdAy

Brands vs Campaigns

• Defining a brand platform

• Defining a campaign platform

What is a “brand campaign”?

• Some examples outside and inside higher ed

Insights and conclusions

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A brAnd platform is typically

• A lOnger-term proposition (5–10 years or more)

• A filter for many decisions (beyond communications)

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A traditional cAmpAign

platform is typically

• A shOrter-term proposition (1–3 years or less)

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brAnd strAtegy

+

experience

More about the WHO and WHY

A brAnd platform includes

(we are) (we exist)

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messAge strAtegy

+

stOry

A traditional cAmpAign platform includes

More about the WHAT and HOW

(we offer) (you benefit)

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Strong brands often use campaigns

to sell ideas not just “things.”

cAmpAign plAtfOrm

brAnd plAtfOrm

“brAnd cAmpAign”

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A few examples

from

OUtside higher ed

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The Brands

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THE ULTIMATE DRIVING MACHINE.

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THE ULTIMATE DRIVING MACHINE.

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THE ULTIMATE DRIVING MACHINE.

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Expressed in many ways

(Ding!) You are now free to move about

the country.

the sign Off

the emplOyee prOmise

the cOmpAny stOre

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But what makes these successful

brAnd cAmpAigns?

• They are AUthentic

• They are AspirAtiOnAl but grounded in

reality (see above)

• They are simple, cleAr, And engAging

• They convey a strong pOint Of vieW

• They are timeless (some have run for decades)

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But in higher ed

Can a brand campaign be succesful?

• Branding is still relatively new (10–15 years)

• Campaigns are typically very focused

– on recruiting students

– on raising money

• Resources are scarce

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(some examples)

We think sO.

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• STEM leadership

• A history of innovation and discovery

• The eureka moment

• The Boilmaker story

(the big idea)

(expressed more broadly)

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“That’s the power of public.”

(the big idea)

(expressed more broadly)

which

stands

for

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A leader in sustainability programs, UC has saved more than $100 million in energy costs and holds more LEED certifications than any other university in the country.

Taking care of the only home we’ve got—

that’s the power of public.

Answering the biggest questions

Bringing the depths of space

in for a closer look—that’s the power of public.

Putting research to work—

that’s the power of public.

universityofcalifornia.edu

Archive, the world’s largest academic collection, preserves more than 300,000 media titles and 27 million feet of newsreel

Ensuring cinema’s defining moments are never lost—

that’s the power of public.

Preventing disease for a healthier world—that’s the power of public.

The world’s largest Grateful Santa Cruz, preserves the iconic band’s music and legacy for all

Celebrating the wonders

of music, old and new—

that’s the power of public.

universityofcalifornia.edu

Assistant professor Octavio Aburto-Oropeza and his team from UC San Diego’s Scripps Institution of Oceanography study the world’s oceans up close

Making sure our ecosystems are full

of life—that’s the power of public universityofcalifornia.edu

Octavio Aburto / iLCP

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• A shared mind set – unlimited potential

• A shared spirit – Bear Down

• Both literal and figurative

• Never Settle – the strategic platform

Boundless

“Bigger questions Better answers Bear down.”

(the big idea)

(expressed more broadly)

which

stands

for

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NO 1

FEDERAL RESEARCH FUNDING (BUSINESS FACULTY)

#BUSINESS #BEARDOWN ARIZONA.EDU/BEARDOWN

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sells an ideA , not a thing

tangible ways

Aligns with people who share the

brand’s philosophy

the bOttOm line

A successful brand campaign

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thAnk yOU.

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