This document summarizes a presentation on branding and marketing for social programs. It discusses key concepts like what a brand is, characteristics of a good brand, and the process of creating a brand. It provides examples of strong brands like the Gates Foundation and emphasizes the importance of having a brand that is true, simple, engaging, consistent, and relevant. The presentation also notes that the most effective way to build a brand is to have a successful program that makes a meaningful difference.

1. Program Development and Implementation
Branding and Marketing
for Social Programs
Sergio Gutiérrez Montero
School of Education and Social Policy, Northwestern University
April 3rd, 2012

2. Today’s mini lecture.
What is a brand?
Characteristics of a good brand.
Process of creating a brand.
Articulating your brand.
Some examples.

3. What is a brand?
It’s in essence a portfolio of meanings.
An idea present in people’s mind.

4. What comes to mind? _ _ _ _ _ _ _ _ , _ _ _ _ _ _ ,
_____, ______, ______.

5. What comes to mind? _ _ _ _ _ _ _ _ , _ _ _ _ _ _ ,
_____, ______, ______.

6. What comes to mind? _ _ _ _ _ _ _ _ , _ _ _ _ _ _ ,
_____, ______, ______.

7. What comes to mind? _ _ _ _ _ _ _ _ , _ _ _ _ _ _ ,
_____, ______, ______.

8. A brand can go from the concrete…
Gates Foundation
to the abstract.
Vegan movement

9. A brand is a tension between the external and the internal.
Image Culture

10. The external image should be aligned with internal culture.
Brand strategy to increase alignment.
Image Culture

11. As such, a brand influences our choices
as consumers, users, professionals, students, voters…
/
Healthy foods?

12. Brand relevance
“Are you something I should be interested in?”

13. ‘’Being green and cool at the same time’
Values and implementation relevant for the target audience: design, responsibility, health and safety.

14. Brand equity – Some benefits of a good brand.
Presence in peoples’ minds. “Top of mind.”
Engagement Enhanced relationship. Trust.
Increased efficiency (less marketing expenses).
“Economics of visibility” Attraction of talent and funding for the project.
Strategic protection From the media. From politicians. From copycats.
From budget cuts.

15. The process of creating a brand — A simple framework.
Targets. Who you want to reach. Paint a rich picture.
Research. Market. Competitors. Context. Spotting the opportunity.
Mission. Vision. Values. Culture. Positioning. Value proposition.
Appealing. Relevant.
Execution.
Actions to feel the gap between the internal and external. Design, marketing,….
Building.
Consistency. Repetition. Innovation to keep the attention.

16. A good brand must be…
True Especially when dealing with sensitive issues.
Simple Attention, space, money, etc… are scarce resources.
Engaging Get your audiences involved. They must feel a connection.
Rich Multidimensional in its development: stories, relations, actions.

17. A good brand must be…
Consistent Can’t say one thing and another different the next day.
A story People love stories. A story is a great, non-awkward way to convey the
brand values. Also is easy to remember and spread a good story.
Strong, marked personality To stand out clearly.
Relevant for their audiences and stakeholders.
“Uhm, it seems they’re talking to me. It seems interesting”

18. How we articulate the brand?
How to trigger those meanings in people’s head.
Name.
Key messages.
Content.
Visuals.
Objects.
Experience.
Channels .
People.
Etc…

19. Branding implications
for the design of the program.

20. How we articulate the brand?
There is an implicit ‘message’ in the way you design
the program. The design itself is going to project certain values.
Are those values
engaging
relevant
attractive for our targets and stakeholders?

21. Stakeholders.
“What’s in it for me?” What can you give them?
Discovering stakeholders’ agenda. Everyone has one.
Media
Politicians
Companies
Employees/Volunteers
Audiences.
Users.

22. Branding implications as you start
designing your programs.
1. Research Know the context and the target.
Primary, secondary, ethnographic (‘tribe in the jungle’).
2. People are more than a problem.
Try to solve the problem by addressing the person as a whole.
3. Create hypothesis and test them. Put yourself in the user’s side.
Research > Hypothesis > Test > Tweak.

23. Zaharoff. Brand Business Model
L O O K ING AT O UR BUSIN E S S AS A BRA ND P L ATF O RM .
The Zaharoff Brand Engagement Our man.
What we stand for, our position in Our values. The vision of the man we want to Our man.
the market, in the World, and in Our mission. serve. Micro and macro. And all His spouse.
peoples mind. Our vision. the opportunities we have to His life and all its facets.
connect with him. The creation of His needs and interests.
Our motto. Value one strategic profile and multiple His will to improve, in which direction?
Our brand architecture. proposition. tactical ones.
Our messages & names.
Our references and inspirations.
Our behavior. VP
At at deep, meaningful, fufilling level;
creating more opportunities to connect
and monetize.
Product. Distribution. Content. Social Media/ Digital Audiences. Collaborations
Our value proposition. How do we bring our product How do we explain our brand How do we spread the word? Influencers. What other people do we
Our definition of luxury and style. to our customers? and give context to it? How do What platforms? collaborate with? For which
we educate our audience in our purpose and in what terms?
Our customers but also
values to drive future demand? Social media sites.
stakeholders. For whom do we
National retailers. etc...
have to be relevant? What is the
Our complete lifestyle. To expand our distribution A content strategy. Other brands.
right message for each of them?
Our core product. and brand awareness.
Our add-ons. Stories. Artists, leaders, intellectuals,
Our retail space in Oak Street. Ideas. entrepreneurs...
Type of audience/stakeholder.
Alignment Organized around a cohesive Our unedited product offering. Contests.
Customers.
brand architecture that allow us Our total brand experience. Collaborations. Those who open the doors to
Influencers.
to diversify our revenue streams Trends. things to interesting worlds, give us
Fashion thought leaders.
Everything is done for the while mantaining a cohesive brand Our online retail. Photography. credentials, and create a beneficial
(two) right reasons: building experience. Our product + our content. Sound. network effect.
Media.
the brand, making a profit. Video.
Fashion media.
Our iconic products that Online discount retailers.
Industry media.
support the brand in the long-term. To rise our global sell-through. Events (public). Other channels.
Our services. Eliminate stock. Experiences (private).
Industry players.
Our licensing. In touch with more fashion PR.
conscious customers. Press. By behavior.
Also, our place among big brands. Advertising. Innovators.
Publishing. Influencers.
Early adopters.
Early majority.
Competitive strategy Growth strategy Pricing strategy
Our differentiation What other markets and audiences Aligned with our brand
in the market place. can we tap into? architecture.
What do we do better than others? Leveraging on our brand, our
Why are we more desirable? capabilities (and our partners’).
Offering new or pre-existent products.
© 2012 Sergio Gutiérrez Montero. Adapted from Tom Hulme’s Business Model Framework.

24. Branding aside…
The more effective way to build your brand is to be successful ,
to have a relevant program, to make a difference.

25. Great project.

26. The People’s Supermarket,
“Run by the people, for the people”
The People’s Supermarket, opened on Lamb’s Conduit Street in Central
London in 2010. It’s inspired by the Park Slopes Food Store, founded in 1972
in Brooklyn, New York, widely regarded as one of the most successful
co-operative supermarkets in the world.
The People’s Supermarket follows a similar principle. It’s run and managed by
its members, each of whom has a vote on key decisions. There’s a yearly
membership fee and members are expected to volunteer four hours of their
time every month for a 10% reduction on their shopping bill.

29. Great messages.

30. A more positive way to communicate,
by John and Yoko.

31. The power of references. (Yes Studio, 2000’s)

32. Poster produced at the beginning of WWII,
to use in the event of an invasion.

33. 99 %

34. 1 %

35. Us vs. them

37. Symbol.

38. Powerful personal brand
and story.

39. Consistency across all channels, including products that provide money.
Also cobranding with Nike.

40. Different messages, unified concept.

41. Great identity.

42. Milton Glaser. When the brand truly becomes identity.

43. After 9/11. Leveraging on the symbol.

44. Great action.

45. Don’t be evident. Green initiative. Design challenge.
Also brand as a behavior.

46. Video

47. Different message but still consistent with the overall concept, style...
The right amount of flexibility makes your brand richer.

52. Avoiding focusing
on the evident.

53. Everyone
needs
a little help
sometimes.
By a young homeless guy.
Spotted in San Francisco a month ago.