Chapter 4 What’s the Big Idea?

Question 1

What is the importance of stakeholder input in brand strategy development?

Answer 1

It fosters buy-in from faculty, staff, and students.

Question 2

What does a brand strategy serve as for an institution?

Answer 2

A roadmap to building value and is built to last.

Question 3

What are the foundational elements required for developing a brand strategy?

Answer 3

Market research insights and design requirements.

Question 4

List the four design requirements for effective brands.

Answer 4

• Relevant: Meaningful to stakeholders
• Authentic: Representative of the institution
• Differentiating: Distinguishes from competitors
• Simple: Easy to grasp and recall

Question 5

Why is it important to limit the number of key associations in brand strategy?

Answer 5

Audiences cannot recognize, remember, and recall too many associations.

Question 6

What are the four key pillars of the brand strategy at the University of Maryland?

Answer 6

• Discovery
• Quality
• Impact
• Momentum

Question 7

What was the primary brand strategy at American University?

Answer 7

• Active citizenship
• Learning from leaders
• Washington as a powerful lab for learning

Question 8

What is the ‘WONK’ campaign associated with American University?

Answer 8

A term representing smart, passionate, engaged individuals focused on meaningful change.

Question 9

What does the term ‘Big Idea’ refer to in a brand strategy rubric?

Answer 9

The brand essence, answering what the brand is all about.

Question 10

What are the six elements that build on one another in Rob Moore’s brand rubric?

Answer 10

• Mission
• Positioning
• Proof
• Pledge
• Personality
• Payoff

Question 11

What role does sustainability play in brand strategy according to Bill Faust?

Answer 11

Brands must last longer than internal stakeholder fatigue and adapt to institutional evolution.

Question 12

True or False: The mission is the emotional element that brings a brand to life.

Answer 12

False. The emotional elements are personality and payoff.

Question 13

Fill in the blank: A brand strategy should leverage strengths that matter to _______ and _______ audiences.

Answer 13

[internal] and [external]

Question 14

What is a common challenge in achieving uniqueness in higher education branding?

Answer 14

Higher education wasn’t designed to be unique, but to be unique within the market.

Question 15

What should leaders consider when working with partner agencies on brand strategy?

Answer 15

Choose an approach that appeals and is suitable to the institution’s culture and context.

Question 16

What is meant by ‘deliberate choices’ in brand strategy?

Answer 16

Intentional decisions about what to prioritize or elevate in brand expression.

Question 17

What does the term ‘Fear the Turtle’ represent in the context of the University of Maryland?

Answer 17

A successful and long-lasting brand expression.

Question 18

What is the significance of the term ‘legs’ in brand strategy?

Answer 18

Refers to a focus that has the potential to last a long time.

Question 19

What is the emotional element in a brand strategy that helps it resonate with audiences?

Answer 19

Personality and payoff.

Question 20

List the three requirements for a brand strategy as outlined by Susannah Baker and Anna Meyers.

Answer 20

• Real (authentic and true)
• Rare (differentiating among competitors)
• Relevant (meaningful to stakeholders)

Question 21

What is the essence of the brand?

Answer 21

BIG IDEA

The core concept that defines the brand’s identity.

Question 22

What comprises the proof of a brand’s positioning?

Answer 22

The verifiable assets and attributes that enable claims of positioning

This includes tangible evidence that supports the brand’s claims.

Question 23

Define competitive positioning.

Answer 23

A clear understanding of where we stand relative to other organizations and to our audience’s knowledge and expectations

This helps in identifying the brand’s unique position in the market.

Question 24

What is the mission of an organization?

Answer 24

The fundamental focus of the organization

It defines the organization’s purpose and direction.

Question 25

What is the importance of vetting the brand platform elements?

Answer 25

It helps to refine the elements and creates buy-in from various constituencies ## Footnote Engaging stakeholders ensures their support and alignment with the brand strategy.

Question 26

True or False: The first draft of a positioning document usually fits perfectly.

Answer 26

False ## Footnote Like tailoring, it often requires adjustments to capture the institution's essence.

Question 27

What is essential for leaders during the brand strategy development process?

Answer 27

Patience ## Footnote Taking time to get things right can save time and money later.

Question 28

What was the concern of the provost at American University regarding the brand platform?

Answer 28

The ambitious plans for scholarship and a rigorous student experience were not evident in the positioning ## Footnote This misalignment highlighted the need for further refinement.

Question 29

What did the creative expression at Maryland emphasize?

Answer 29

Confidence without arrogance, and an attitude of 'Fear the Turtle' ## Footnote This reflects the university's determination and capability.

Question 30

What are the two primary purposes of the brand platform?

Answer 30

* Creates internal alignment * Provides inspiration to the creative team ## Footnote These purposes ensure everyone is on the same page and motivated.

Question 31

What is the relationship between brand strategy and brand expression?

Answer 31

The brand strategy is the brand promise; the brand expression tells the story of that promise ## Footnote Understanding this distinction is crucial for effective branding.

Question 32

What is the role of the creative team in the branding process?

Answer 32

To develop creative executions based on the established strategy ## Footnote They translate the strategic vision into tangible brand expressions.

Question 33

Fill in the blank: The process of generating ideas in branding is often characterized by _______.

Answer 33

storming ## Footnote This term refers to the intense brainstorming sessions that generate creative ideas.

Question 34

What is a key requirement for the creative team during the ideation phase?

Answer 34

Time to absorb the strategy and explore ideas ## Footnote Adequate time is essential for quality creative output.

Question 35

What should guide the selection of concepts during the branding process?

Answer 35

* Authenticity * Relevance * Differentiation * Sustainability * Simplicity ## Footnote These criteria help evaluate the effectiveness of branding concepts.

Question 36

What is 'spec work' in the context of branding?

Answer 36

Creative execution developed to present concepts in compelling ways ## Footnote It is not fully polished but sufficient to illustrate the ideas.

Question 37

What was the outcome of the presentation of two concepts to the marketing task force at American University?

Answer 37

Consensus on the WONK concept, as it better addressed the brand strategy ## Footnote The process highlighted the importance of aligning creative concepts with strategic goals.

Question 38

What was the overwhelming recommendation from the task force regarding the brand concept?

Answer 38

WONK ## Footnote The task force overwhelmingly preferred the concept of WONK over the American option.

Question 39

What were the key attributes of the WONK concept according to the cabinet?

Answer 39

* Authentic and real * Relevant and motivating messages * Differentiating from competitors * Simple and memorable * Flexible for various uses * Sustainable for the long term

Question 40

What is the purpose of creative testing in branding?

Answer 40

To identify risks, surface unintended associations, and improve presentation appeal ## Footnote Creative testing helps understand audience reactions and motivations.

Question 41

True or False: Creative testing should occur only after a preferred concept is chosen.

Answer 41

False ## Footnote Creative testing can inform decisions about alternatives and evaluate current brand expressions.

Question 42

What was the reaction of prospective and current students to the word 'WONK' during testing?

Answer 42

Initially quizzical, but changed to smiles and positive comments after explanation ## Footnote Understanding the origin and definition of 'wonk' shifted perceptions positively.

Question 43

What did faculty, staff, and alumni initially associate with the term 'wonk'?

Answer 43

* Dated associations * Nerdy connotations * Limited to policy experts

Question 44

What is the importance of sharing branding strategy with stakeholders before launch?

Answer 44

To avoid resentment and ensure celebration of shared work ## Footnote An inclusive process fosters internal buy-in and reduces resistance.

Question 45

What role does the president play in the branding process?

Answer 45

Championing the process and reinforcing its strategic importance ## Footnote The president's support is crucial for internal audience relevance.

Question 46

What is one strategy suggested for launching a brand?

Answer 46

Introduce it intentionally with recognition and fanfare ## Footnote This approach emphasizes the significance of the branding initiative.

Question 47

What is one key responsibility of the CMO in the branding process?

Answer 47

To conduct the entire process and collaborate with research and creative teams ## Footnote The CMO coordinates the development of both strategy and expression.

Question 48

Fill in the blank: The brand strategy should last at least as long as the _______.

Answer 48

[institutional strategy]

Question 49

What should be considered when evaluating the need for a shift in brand strategy?

Answer 49

* Progress made * Major changes in institutional position * Major crises impacting the strategy

Question 50

True or False: Frequent changes in the underlying brand strategy are recommended to keep the audience engaged.

Answer 50

False ## Footnote Frequent changes can confuse audiences and undermine trust.

Question 51

What are two considerations for institutions looking to refresh their brand?

Answer 51

* Original strategy effectiveness * Current brand equity recognition

Question 52

What is an example of a brand that has frequently updated its expression while maintaining its strategy?

Answer 52

Coca-Cola ## Footnote Coca-Cola has expressed happiness in various ways over the years.

Question 53

What should be considered inputs at the outset of a brand refresh?

Answer 53

The original strategy and any research that has measured its effectiveness ## Footnote This includes exploring brand equity and audience recognition.

Question 54

What is the key question to explore regarding brand equity?

Answer 54

Is it recognized and recalled by audiences? Do they favor it strongly and positively? ## Footnote If not, a change might be warranted.

Question 55

What was the campaign used by Meredith College to express their brand?

Answer 55

'Going Strong' ## Footnote Developed seven years ago with the support of Mindpower.

Question 56

What did the research prior to the brand refresh at Meredith College indicate?

Answer 56

Data pointed overwhelmingly to keeping the current campaign theme rather than turning to something new.

Question 57

What was the reaction to the University of Maryland's new brand expression 'Unstoppable Starts Here'?

Answer 57

A firestorm of vocal and unhappy alumni and students. ## Footnote This prompted the administration to clarify intentions regarding 'Fear the Turtle.'

Question 58

What did the University of Maryland ultimately shift to from 'Unstoppable Starts Here'?

Answer 58

'Fearless Ideas' ## Footnote Iconic graphic references to the terrapin’s shell remained.

Question 59

What is a critical lesson regarding the pace of brand strategy development?

Answer 59

Don’t Rush It ## Footnote Faster is not better; it’s an investment in the long term.

Question 60

Why is inclusivity important in the brand development process?

Answer 60

It fosters buy-in and boosts the sense of community. ## Footnote Engaging stakeholders leads to better acceptance of the brand initiative.

Question 61

What is a crucial balance for leaders during the brand strategy process?

Answer 61

Be the Champion ## Footnote Leadership involvement is essential, but they should not dictate the creative side.

Question 62

What should not be skipped during the brand development process?

Answer 62

Positioning and Brand Platform to Creative Expression ## Footnote The community must understand the strategic elements before seeing creative outputs.

Question 63

How should a brand be perceived beyond just logos or taglines?

Answer 63

A brand is much more holistic than that. ## Footnote It encompasses the entire experience and perception of an institution.

Question 64

What is the warning against changing a brand for the sake of change?

Answer 64

Don’t Change for the Sake of Change ## Footnote Start where you are and evolve existing strategies rather than discarding them.

Question 65

What is essential when finding a partner for brand strategy development?

Answer 65

Find the Right Partner ## Footnote A partner should understand higher education and marketing effectively.

Question 66

What should be the focus of measuring success in brand strategy?

Answer 66

Changing perceptions of an institution among stakeholders ## Footnote This involves long-term changes in engagement and support.

Question 67

What should be set up in the short term to measure branding efforts?

Answer 67

Early indicators that branding efforts have registered positively ## Footnote This could include awareness metrics and stakeholder feedback.

Question 68

What is a key consideration regarding social media during a brand launch?

Answer 68

Social posts often reflect extremes and represent the complaint department. ## Footnote A strategy to engage those not involved in the journey is crucial.

Question 69

What key questions should leaders and their CMOs consider?

Answer 69

* Can we develop our brand strategy in parallel with our strategic planning process? * Is our current brand platform relevant? Authentic? Differentiating? Simple? * What level of investment do we think it is necessary to execute on a new or refined brand platform?