1©2008 Deborah J. Mitchell Page 1

Wisconsin School of Business:Becoming Brandwoven™

CALS Communicators MeetingDeborah Mitchell

Associate Dean,

Enterprise MBA Programs & Marketing Services

April 15, 2008

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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)

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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.

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Context for Today’s Discussion

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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…

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WISCONSIN SCHOOL of BUSINESS: Core Values (Qualities)

Connection

Leadership

Innovation

Community

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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.

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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?)

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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.).

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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.).

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Grainger Center Value PropositionTarget #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.).

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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)