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

2. Gandel – HKUL Institute
Branding?
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Gandel – HKUL Institute

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Gandel – HKUL Institute

4. 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!
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Gandel – HKUL Institute

5. 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

6. 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
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Gandel – HKUL Institute

7. 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”
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Gandel – HKUL Institute

8. Branding – More than Just a Name
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Gandel – HKUL Institute

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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
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Gandel – HKUL Institute

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

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Fateful Purposes
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Gandel – HKUL Institute

12. 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
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Gandel – HKUL Institute

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Top Brands in the World?
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Gandel – HKUL Institute

14. 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.”
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Gandel – HKUL Institute

15. And the answer is ? Group Exercise— Selling Your Library
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Gandel – HKUL Institute