©2008 Deborah J. Mitchell Page 1 1 Wisconsin School of Business: Becoming Brandwoven™ CALS Communicators Meeting Deborah Mitchell Associate Dean, Enterprise MBA Programs & Marketing Services April 15, 2008

©2008 Deborah J. Mitchell Page 2 2 Becoming a Brandwoven™ Organization Coach, Live Core Ideology (core values, core purpose) Coach, Live Core Ideology (core values, core purpose) Coach, reinforce Alignment (Sense of Fit) Coach, reinforce Alignment (Sense of Fit) Instill Sense of Elitism, Pride Brandwoven™ Communicate, Operationalize Brand Strategy (Value Proposition and Personality) Communicate, Operationalize Brand Strategy (Value Proposition and Personality)

©2008 Deborah J. Mitchell Page 3 3 Milestones (looking back and looking forward)  Brand Camp (Spring 2007)  Brand 2.0 (Summer 2007)  Launch of new brand identity elements (name, logo, slogan) (October 2007)  Brand 3.0 (Spring 2008)  “Project Brandwoven” Team-based. Opportunity for planning, sharing, organizational learning.  Project Brandwoven Celebration: FRIDAY MAY 9 Concurrent “Special Topics” working groups meet before general meeting. General meeting: talks, presentations. “Be Out in Front” Awards.

©2008 Deborah J. Mitchell Page 4 4 Context for Today’s Discussion

©2008 Deborah J. Mitchell Page 5 5  Cross-functional teamwork, building on what has come before, yielded parameters: Core ideology (C.L.I.C., purpose) Brand strategy (Value proposition, Brand personality)  Brandwoven™ framework incorporates pride, alignment with core ideology and brand strategy.  Goal: weave School-wide actions and those of units/components. From Brand Camp to Brand 3.0…

©2008 Deborah J. Mitchell Page 6 6 WISCONSIN SCHOOL of BUSINESS: Core Values (Qualities)  Connection  Leadership  Innovation  Community

©2008 Deborah J. Mitchell Page 7 7 WISCONSIN SCHOOL of BUSINESS: Brand Personality  Makes things happen, gets things done.  Forward-thinking.  Word hard, play hard—as part of a team.  Personable, charismatic.

©2008 Deborah J. Mitchell Page 8 8 WISCONSIN SCHOOL of BUSINESS: Value proposition TO: Emergent Leaders, and those seeking to develop as such leaders. (note, markers?) WE PROMISE: You’ll be out in front. (You’ll have followership and impact as you make things happen and get things done.) BECAUSE at Wisconsin: You will connect with, and learn from, real leaders. Our unique learning (intellectual) environment delivers superior knowledge.  (examples?). You will join a strong, close community (with dedicated resources and leadership). (examples?) Our people achieve—quickly and notably. (examples?)

©2008 Deborah J. Mitchell Page 9 9 Wisconsin full-time MBA: Value Proposition (for contrast) TO: Those seeking the professional edge as they leave with their MBA. Individuals who want the very best development and relationships possible, in order to be a leader from the start. WE PROMISE: You’ll be out in front as a professional in your chosen field. BECAUSE: You will connect with, and learn from, real-world leaders. (examples) Our unique curriculum & learning environment deliver superior specialized expertise.  You will study (more detail is filled in here). You will join a strong, close community (with dedicated resources and leadership) that is centered around your chosen field. (details) Our grads achieve—quickly and notably (e.g., 100% placement; highest starting salaries within Supply Chain, Brand, etc.).

©2008 Deborah J. Mitchell Page Grainger Center Value Proposition Target #1: Those seeking the Supply Chain ‘Edge’ TO: Individuals who are already working in (or desire to work in) supply chain, and want the very best training and connections possible in order to lead. WE PROMISE: You’ll be out in front as a supply-chain professional. BECAUSE: You will connect with, and learn from, real-world supply chain leaders. Our unique curriculum delivers superior Supply Chain expertise.  You will study a unique, truly cross-functional curriculum with roots in the Marketing function—meaning you will gain expertise on both the demand side and supply side. You will join a strong, close community (with dedicated resources and leadership) that is centered around Supply Chain. Our grads achieve—quickly and notably (e.g., 100% placement; highest starting salaries within Supply Chain, etc.).

©2008 Deborah J. Mitchell Page Grainger Center Value Proposition Target #2: Those looking for a pathway to Process Leadership TO: Individuals (e.g., marketers in staff positions, engineers, etc.) who want to manage the whole business (not just one piece such as marketing or logistics) WE PROMISE: You’ll be out in front by developing our brand of supply chain expertise. BECAUSE: You will connect with, and learn from, real-world leaders who manage cross-functionally. Our unique curriculum delivers superior, integrated process expertise.  You will study a unique, truly cross-functional curriculum with roots in the Marketing function—meaning you will gain expertise on both the demand side and supply side. You will join a strong, close community (with dedicated resources and leadership) that is centered around the same organizational focus as you. Our grads achieve—quickly and notably (e.g., 100% placement; highest starting salaries within Supply Chain, etc.).

©2008 Deborah J. Mitchell Page Goal: Become a Brandwoven™ Organization Coach, Live Core Ideology (core values, core purpose) Coach, Live Core Ideology (core values, core purpose) Coach, reinforce Alignment (Sense of Fit) Coach, reinforce Alignment (Sense of Fit) Instill Sense of Elitism, Pride Brandwoven™ Communicate, Operationalize Brand Strategy (Value Proposition and Personality) Communicate, Operationalize Brand Strategy (Value Proposition and Personality)