Back Seat Branding that Rings True -...

Back Seat Branding that Rings True Moderator: Curt Langford BRIAN HOMMEL

& ASHLEY TERRITO GREGG ZARNSTORFF KRISTAN COLE Trademark Licensing Trademark & Licensing Trademarks & Licensing

LSU NCSU VCU

@ICLALicensing #ICLAWS14

Guy Kawasaki… adding emotion & enchantment

Harry Beckwith… selling the invisible

Seth Godin… tribes & the power of stories

Back Seat Branding that Rings True

Malcom Gladwell… influencing the influencers

Simon Sinek… starting with WHY & the Golden Circle

Joseph Pine… the experience economy

Back Seat Branding that Rings True

Protecting the Pride

How Will You Serve?

The LSU Ring Story Brian Hommel, Director of Trademark Licensing

Ashley Scott Territo, Assistant to the Vice Chancellor

A TIGER TRADITION


In the Beginning… Official Ring

Tradition started

in 1998

Partnered with

exclusive vendor

for Official Ring

Program in 2005

Started branding

as “The LSU Ring”

in 2010


LSU Ring Sales

1988 - 320

1998 - 450

2003 - 657

2007 - 736

2013 - 853

Goal is to break

1,000 orders

this year


Adding to the Tradition

Conducted LSU Ring

workshop Licensing, Alumni,

Student Life, Student

Government, LSU

Bookstore, FAS

Established LSU Ring

Committee FAS, Student Life, Alumni,

Balfour, Students

Redesigned brochure to

emphasize The LSU Ring

brand and story



Created a

special

experience for

ring recipients

Rings sleeping

overnight in

Mike the

Tiger’s habitat



Tell the story

EVERYWHERE

Orientation

STRIPES

Ring Events

Grad Fair



Increased use of social media

Posted to Twitter and Facebook for all events


Enhancing the LSU Ring Ceremony

Changed date to a Sunday afternoon

and location to the LSU Union Theater

Got Mike the Tiger involved

Put the focus on the students



Created a fun atmosphere for parents and

students after the event

Increased communication and PR about

the LSU Ring Ceremony


Live tweets and posts during

the LSU Ring Ceremony




Ad in the student

newspaper recognizing

all the students the

Monday after the

ceremony


Expanding the Ring Tradition More presence in the LSU Bookstore

Potential LSU Ring statue

Starting the Ring Savings Plan

Keep telling the story


The NC State Ring Story Gregg Zarnstorff – Director of Trademark Licensing


NC State Official Class Ring

2005 went to exclusive vendor

and developed an Official

Class Ring, program and

tradition

Joint program with Alumni

Association and Campus

Bookstore

Class rings are kept overnight

in the Bell Tower

Guarded by ROTC


2006 Park Alumni Center Two Ring

Ceremonies

now two

times per

year!


Campus Tours tell the “Story”

Key Influencer and

Champion

Dr. Tom Stafford

Vice Chancellor of

Student Affairs for 30 yrs.

Bell Tower tour always

include “The Ring Story”


“The Brick” Introduced 2007

Annually Updated

Given to every new

student

Goal is to complete

40 traditions

Separate Medal for

graduation Regalia


The Brick includes two pages

dedicated to the NC State Ring


2012 we added a new twist…

Students place rings themselves in Shrine Room


Making the VCU Ring Real Kristan Cole, VCU Trademarks & Licensing


In 2012, VCU unveiled its University identity with a new seal.

The seal is meant to symbolize VCU’s founding roots and

current stature as one of the nation’s top research universities.

Building tradition by incorporating MCV and RPI, brought

together by Virginia Commonwealth University

The Egyptian Building is VCU’s

iconic facility and the home of

our founding school.


Making the VCU Ring Real…

After updating our ring program with the new seal, a University

committee reviewed existing program

Emphasis on integrating VCU’s new image

campaign with VCU Ring marketing material

Alumni, Licensing & Student Affairs working

together to “Make the VCU Ring Real”

with REAL ring stories

University will conduct a workshop in April to engage and empower

student and University leaders to establish a VCU Ring ritual

Working to enhance ceremony experience that will be increasingly

meaningful and memorable for VCU Ring bearers


Making the VCU Ring Real

Initial VCU Ring Ceremony held

at The Scott House in Spring

2013, with 89 recipients.


Making the VCU Ring Real Second ring

ceremony in

December 2013

grew to 129

recipients and

had to be

moved to a

larger venue.


Back Seat Branding that Rings True Moderator: Curt Langford BRIAN HOMMEL

& ASHLEY TERRITO GREGG ZARNSTORFF KRISTAN COLE Trademark Licensing Trademark & Licensing Trademarks & Licensing

LSU NCSU VCU


Back Seat Branding that Rings True -...

Documents

Transcript of Back Seat Branding that Rings True -...