How much an eight hundred Year Old Organisation Can educate Us On Marketing and branding

2013-10-05T23:14:39Z

Online-marketingboy65: Created page with "When it comes to the potency of branding Cambridge University is a superb example. Commercial brand names such as Nike and McDonalds acquire their status through hugely costly a..."

When it comes to the potency of branding Cambridge University is a superb example.
Commercial brand names such as Nike and McDonalds acquire their status through hugely costly advertising campaigns. The companies establish themselves within the mind of their own potential customersthrough the regular duplication of uncomplicated and appealing ideas.
Cambridge University has certainly been around rather longer than most mainstream brands.
It hasn't ever had to chuck money at it's own advertising and marketing. Rather it has gained an identity over hundreds of years. A brand that's been built and strengthened by word of mouth, by academic critiques as well as by the received wisdom spread by the media and the chattering classes.
While I am able to immediately visualise the logo of both Nike and McDonalds, I have no particular mental picture of the university's logo. I doubt very much it features a short and catchy catchphrase. Far more likely a long standing and admirable latin motto.
What I can say for certain is that even with my reasonably limited contact with it, Cambridge University is firmly linked in my mind with educational superiority. It may truly be the top university on the planet - however one judges that. I'm just not certain as to why, but my sense is that Cambridge is a more forward thinking organization than Oxford, which has a comparatively stronger emphasis on the sciences compared to the arts.
Whether these perceptions are accurate or not, is not important. They are valid enough to me. They're just the thing Cambridge University represents in my mind. In the exact same way that Nike implies pricey, trendy sportswear and McDonalds for convenience foods that is packed with junk.
Efficient advertising and marketing is about creating the views you need your audience to have.
You are not able to control this - at the end of the day it will be down to their opinion - however you are capable of doing a lot to shape it. Naturally it contributes greatly substantially if your lavishly promoted product image can be considered an authentic depiction of the fundamental product. While a huge number of people are major lovers of Nike and McDonalds, I just happen to be one of life's cynics.
To set up a strong brand image you need to be decisive when it comes down to the desired end result and ruthlessly consistent in the methods you use getting there.
The following prompts should offer assistance:
- Exactly what is the most important thing you would like clients to affiliate with your company?
- Precisely how will you present this consistently at every possible opportunity?
- What changes will this mean for the way you present yourself and your brand??
- How will you be sure the actions, behaviour and values of your staff members help instead of hinder you?

Should you have a few tens of millions of pounds to invest on marketing that will certainly help.
But still it doesn't provide any guarantees of achieving success.

Then again, you could just allow for it taking some hundred years to get there more naturally.
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How much an eight hundred Year Old Organisation Can educate Us On Marketing and branding