Branding –Selling Yourself and Your Organization Paul B. Gandel Syracuse University

Gandel – HKUL Institute Branding? 4/24/2017 Gandel – HKUL Institute

Gandel – HKUL Institute 4/24/2017 Gandel – HKUL Institute

Gandel – HKUL Institute Going Viral? Focus on current events and trends Make a video, use photos and visual content Pay attention to key words and tags Start a contest Use humor Be shocking and controversial Don’t be boring Get noticed by someone big Consider connections! 4/24/2017 Gandel – HKUL Institute

Branding is Not Simply About Awareness It’s more complicated! “Branding is the most misunderstood concept in all of marketing, even among so-called professionals. For example, people think successful branding is about awareness. It isn't. After all, everyone knows about cancer, but how many people actually want it?” Bob Frankel 4/24/2017 Gandel – HKUL Institute

Good Brands (Bob Frankel) Delivers the message clearly Communicates quickly Projects credibility Strikes an emotional chord Motivates the respondent Creates a strong user loyalty Advertising grabs their minds. Branding gets their hearts 4/24/2017 Gandel – HKUL Institute

Gandel – HKUL Institute Branding Branding is really tied to creating a business strategy Who the heck are you, why are you important, and why should people care? “I’m the victim of negative advertising” 4/24/2017 Gandel – HKUL Institute

Branding – More than Just a Name 4/24/2017 Gandel – HKUL Institute

Gandel – HKUL Institute Good Brands Are well known and trusted Consistent with business strategy Great marketers understand that the goal of good branding is to make customers fall in love with their brand Branding is not about getting your prospects to choose you over your competition; it's about getting your prospects to see you as the only solution to their problem 4/24/2017 Gandel – HKUL Institute

Evolution of Marketing Features—what it has Benefits—what it does Experience—what you’ll feel Identification—who you are A Connection! 4/24/2017 Gandel – HKUL Institute

Gandel – HKUL Institute Fateful Purposes 4/24/2017 Gandel – HKUL Institute

Branding Can’t Be Left up to the “Communications Group” Branding is so fundamental to a company’s or organization’s worth that it can’t be left up to the “marketing group.” Brand Stuart – Key role for leadership Even though the CIO is the guardian of the brand, it is the collective power of the individuals in the organization that provides and sustains the competitive advantage and value of the brand 4/24/2017 Gandel – HKUL Institute

Gandel – HKUL Institute Top Brands in the World? 4/24/2017 Gandel – HKUL Institute

Three Questions to Ask Who are you? What do you do? Why does it matter? “I “I can’t decide. I’m having a brand Identity crisis.” 4/24/2017 Gandel – HKUL Institute

And the answer is ? Group Exercise— Selling Your Library 4/24/2017 Gandel – HKUL Institute