CASE D. 2 2011: Brand control to Major Tom: New rules for increasing your brand's gravitational pull
-
Upload
sametz-blackstone-associates -
Category
Business
-
view
762 -
download
0
description
Transcript of CASE D. 2 2011: Brand control to Major Tom: New rules for increasing your brand's gravitational pull
Sametz Blackstone Associates
Brand control to Major Tom
CASE II
System thinking to increase your brand’sgravitational pull
Cathy CanneyMIT Sloan School of Management
Roger Sametz
Today
Un-tethered?New approach to brandSystem thinkingPulling it all togetherThere… tethered
Daunting challenges
Attract and retain the beststudents, faculty, staff
Engage alumni
Bolster philanthropy
Manage multiple lines of business
Be seen, heard, and remembered
Connect with diverse constituencies
Compete with multiple allegiances
Get credit
Do more with less
So now what?
But what does that really mean?
15© Sametz Blackstone Associates
BRAND≠
LOGO(And never did)
16© Sametz Blackstone Associates
BRAND≠
CORP I.D.(It’s wider and deeper)
17© Sametz Blackstone Associates
BRAND>
CAMPAIGN(They sit under and reinforce)
18© Sametz Blackstone Associates
BRANDisn’t owned by
YOU(And never was)
(Your)
It’s a mosaic
20© Sametz Blackstone Associates
Your brand….—what you stand for, promise, experiences you deliver—your value and values—your position in the competitive environment….
Shaped by what you can control:—primary identifiers (name/s, logos / logotypes)—main messages—communications you make / take part in—offerings—personality and behavior!
And by what you can’t control:—conversations others are having—media coverage—history
Your brand mosaic
21© Sametz Blackstone Associates
22© Sametz Blackstone Associates
23© Sametz Blackstone Associates
24
Communicating in academia…
© Sametz Blackstone Associates
Public Relations
Development AdmissionsAlumni
RelationsProvost President
InstitutionT
rus
tee
s
Vo
lun
tee
r le
ad
ers
hip
Alu
mn
i
Fa
cu
lty
/sta
ff
Co
mm
un
ity
Pe
ers
Ind
us
try
Em
plo
ye
rs
Stu
de
nts
Re
cru
its
Me
dia
Alu
mn
i
25
Shared, flexible, teachable brand system Glue
—enable decentralized creation / stewardship;—connect communications across media;—provide “portability”; — leverage communications you can control;— influence those you can’t;— increase efficiency.
What’s needed
© Sametz Blackstone Associates
26
Advocates Supporters
Success
© Sametz Blackstone Associates
Vision / Mission
Marketing Development
27
When constituents…
Share your vision, Are involved in relationships with you, Use your visual / verbal cues in their communications, Want to be part of your special culture, Define (in part) their personal brands through
identification with your institutional brand.
Success
© Sametz Blackstone Associates
So… how to get there?
© Sametz Blackstone Associates
Building or renewing
your brand
A brand roadmap
Action
Research
Messaging
Visual system
Teams+
knowledge
Brand foundation
Research and analysis
31
Qualitative
Quantitative
Research in different dimensions
© Sametz Blackstone Associates
Motivations / future
Actions / history
32
Research in different dimensions
© Sametz Blackstone Associates
Inside Outside
33
Qu
anti
tati
veQ
ual
itat
ive
Research in different dimensions
© Sametz Blackstone Associates
Inside Outside
Who:LeadershipStaffBoardFamily
What:StrategyOfferingsBehaviorPositionCommunications
34
Qu
anti
tati
veQ
ual
itat
ive
Research in different dimensions
© Sametz Blackstone Associates
Inside Outside
Who:LeadershipStaffBoardFamily
What:StrategyOfferingsBehaviorPositionCommunications
Who:ProspectsStudents
AlumniDonors
Partners
What: Competitive orgsStrategy
OfferingsBehaviorPosition
Communications
35
Qu
anti
tati
veQ
ual
itat
ive
Research in different dimensions
© Sametz Blackstone Associates
Inside Outside
Audit
Listen
Who:LeadershipStaffBoardFamily
What:StrategyOfferingsBehaviorPositionCommunications
Who:ProspectsStudents
AlumniDonors
Partners
What: Competitive orgsStrategy
OfferingsBehaviorPosition
Communications
36
Know your constituents’ “distance”
© Sametz Blackstone Associates
Group 2
Group 4
Group 3
Group 1
37
For a research organization…
There are different “ways in”…resonant points
© Sametz Blackstone Associates
New technologies
Curing specific diseases
Effecting transformation
Advancing basic science
Training the next generation
Goal: insight to build on
A firm brand foundation
© Sametz Blackstone Associates
A brand foundation to build on
You!
Positioning
Vision +mission
Focus areas
Brand strategy
Personality attributes
Category+ model
41© Sametz Blackstone Associates
42© Sametz Blackstone Associates
43© Sametz Blackstone Associates
44© Sametz Blackstone Associates
45© Sametz Blackstone Associates
Branding strategies
Corporate /institutional focus
Product Endorsed Source Master
Product / offering focus
46© Sametz Blackstone Associates
Four branding strategies
Corporate /institutional focus
Product Endorsed Source Master
Product / offering focus
47© Sametz Blackstone Associates
Four branding strategies
Corporate /institutional focus
Product Endorsed Source Master
Product / offering focus
48© Sametz Blackstone Associates
Four branding strategies
Corporate /institutional focus
Product Endorsed Source Master
Product / offering focus
49© Sametz Blackstone Associates
Four branding strategies
Corporate /institutional focus
Product Endorsed Source Master
Product / offering focus
50© Sametz Blackstone Associates
Harvard College—Admissions
Case study
51
Master brand within a university
© Sametz Blackstone Associates
52© Sametz Blackstone Associates
Source
53© Sametz Blackstone Associates
Endorsed branding
54© Sametz Blackstone Associates
Without strategy…almost endorsed
55
Without strategy…almost product
© Sametz Blackstone Associates
56
Almost product…
© Sametz Blackstone Associates
57© Sametz Blackstone Associates
Adventures in Music
Adventures in Music
MetroCitySymphony
Adventures in Music
MetroCitySymphony
Musical education for kids
MetroCitySymphony
58© Sametz Blackstone Associates
See note on previous page, do we want to pull just afew examples through—San fran
Sloanbcaneuro?
Personality
59© Sametz Blackstone Associates
See note on previous page, do we want to pull just afew examples through—San fran
Sloanbcaneuro?
Personality
Goal: clear, purposeful sense of identity + relationships
Message development
62
What your constituents care about, will participate in, and value
Th
at w
hic
h y
ou
sta
nd
fo
r a
nd
see
k to
ad
van
ceRelevance and resonance
© Sametz Blackstone Associates
63
What your constituents care about, will participate in, and value
Th
at w
hic
h y
ou
sta
nd
fo
r a
nd
see
k to
ad
van
ceRelevance and resonance
© Sametz Blackstone Associates
Where you can win! Start the conversation here.
64
Evolving a message system
© Sametz Blackstone Associates
High-levelmessage
Customized for a specific constituency
Initiatives,programs,opportunities
Supportingstories
Fact sheets, giving oppts
Areas of focus
Campaign resonant themes
Build WPI’s national reputation and position
Prepare students to discover, grow, achieve, and lead
Renew and lead American competitiveness
Advance WPI’s excellence in teaching and research
A strategy for messages at WPI:brand •••> campaign messages
WPI messages
Campaign messages
Campaign focus areas
Faculty and academic program support
Student financial aid
Academic facilities and campus life
Annual Fund
Student + faculty
“Before I went to Namibia, I understood the technical aspects of engineering, but that just isn’t enough…You need to understand the human context. When you have the opportunity to work on project like this, you see why it matters.”
Ryan Kendrick ’07
“Although these projects represent a wide spectrum of topics, they all address the broader question of how to build a brighter future.”
Professor Richard Vaz, Dean of the WPI’s Interdisciplinary and
Global Studies Division
“Through the Great Problems Seminars, we give students a sense that their education can be put toward solving challenges of significant human or global urgency.”Professor Kristin Wobbe, Department of
Chemistry and Biochemistry
“I knew when I came to WPI that I’d gain the skills to solve complex problem. I’m excited to learn that I can also solve problems that affect thousands or millions of people.”
Jason Richards, Computer Science ’01
Team leader, Sun Microsystems
Faculty + alumnus
Student + alumnus
Alumnus + partner
©2008 Sametz Blackstone Associates
“The principles I’m learning at WPI—hard work, collaboration, and a focus on improving things for people—I can put into practice for the people of my district.”
Andrew J. Edwards ’09, Biochemistry and New Hampshire
State Representative
“Our approach to teaching engineering and science, putting them in the context of what people, organizations, and societies need, helps our students find creative ways to apply their great intelligence and abilities.”
Professor Jane Roberts, Department of Chemistry and
Biochemistry
Goal: resonance and agility (and portability)
Configuring visual systems
© Sametz Blackstone Associates
Creating distinctive visual systems from open source elements
Choices+
Articulation+
Relationships
2D / 3DMovement
Primary identifiers /
taglines
Typography
Composition Color
Imagery
What you can own+focused approaches
70© Sametz Blackstone Associates
Operationally, stuff doesn’t work. Brand expression was never right.
You’ve evolved (and your brand system hasn’t). Constituent and market expectations have evolved.
All of the above…plus need to reign in chaos.
You’ve new strategic directions. You’re transforming.
Brand new!
Why your visual system might need work
71
Retaining meaning, adding clarity and 21st century operability
© Sametz Blackstone Associates
72© Sametz Blackstone Associates
Being in sync with your mission and audiences: before….
73© Sametz Blackstone Associates
Look closer, Dig deeper
After…
74
Whitehead: 1982
© Sametz Blackstone Associates
75
Whitehead: after
© Sametz Blackstone Associates
76© Sametz Blackstone Associates
Reining in chaos: multiple identifiers…
ASOASOASO
77© Sametz Blackstone Associates
Reining in chaos: multiple identifiers…
78
New master brand
© Sametz Blackstone Associates
79© Sametz Blackstone Associates
Extending and including
80© Sametz Blackstone Associates
Transformation: before….
81© Sametz Blackstone Associates
82© Sametz Blackstone Associates
New cross-campus initiative
83© Sametz Blackstone Associates
Celebrating…and building more equity
84© Sametz Blackstone Associates
Celebrating…and building more equity
© Sametz Blackstone Associates
Visual systems: components
Choices+
Articulation+
Relationships
2D / 3DMovement
Primary identifiers /
taglines
Typography
Composition Color
Imagery
Type
gg g© Sametz Blackstone Associates
Dynamic Friendly Conservative
87
Color
© Sametz Blackstone Associates
Dynamic Friendly Conservative
88
Imagery
© Sametz Blackstone Associates
Dynamic Friendly Conservative
Composition
Dynamic Friendly Conservative
© Sametz Blackstone Associates
2D / 3D Movement
© Sametz Blackstone Associates
Dynamic Friendly Conservative
dynamicdynamic
dynamic
92
friendly
© Sametz Blackstone Associates
Conservative
conservat ive
94© Sametz Blackstone Associates
© Sametz Blackstone Associates
Brand foundation
+messaging
San Francisco Symphony
Color
Imagery
Typography2D / 3D
Movement
Primary identifiers /
taglines
Composition
Configuring visual systems: core and dynamic elements
96© Sametz Blackstone Associates
97© Sametz Blackstone Associates
98© Sametz Blackstone Associates
99© Sametz Blackstone Associates
100© Sametz Blackstone Associates
© Sametz Blackstone Associates
Brand foundation
+messaging
Harvard Medical School
Imagery
2D / 3DMovement Typography
Composition
Primary identifiers /
taglines
Color
Configuring visual systems: core and dynamic elements
102© Sametz Blackstone Associates
103© Sametz Blackstone Associates
104© Sametz Blackstone Associates
105© Sametz Blackstone Associates
106© Sametz Blackstone Associates
Goal: coherence and flexibility
108
Success
© Sametz Blackstone Associates
Tactical communications—by program, function, audience, initiative
…When communications reinforce each other through shared verbal and visual approaches
PromisesExpectationsPositionAttributesPersonality
Yourorganization
Action
© Sametz Blackstone Associates
Architecture for action
Goals +
outcomes
Resources
Constituents
Channels
Offerings
Behavior
Content
111
Architecture for action: moving people closer
© Sametz Blackstone Associates
Awareness Comprehension Participation Loyalty Support
Desired outcome for constituency X
112
Goals Messages VehiclesChannel
Architecture for action: moving people closer
© Sametz Blackstone Associates
Awareness Comprehension Participation Loyalty Support
For un-engaged alumni, move to …
Participation
Stay in touch with eNews HTML EmailBuild database
Reconnect with friends, re-live a fun college weekend
PostcardPromote gathering
Support a critical cause SMS fundraisingRaise small donations
Rejoin our community FacebookBuild community mass
Reconnect with friends around topic that’s meaningful to you
Evite to local coffee gathering with connection to pre- and post- podcasts
Engender pride
Digital
Live
113© Sametz Blackstone Associates
114© Sametz Blackstone Associates
115© Sametz Blackstone Associates
116© Sametz Blackstone Associates
e-Newsletter
117© Sametz Blackstone Associates
email template
118© Sametz Blackstone Associates
McGovern Institute web homepage
119© Sametz Blackstone Associates
120© Sametz Blackstone Associates
121© Sametz Blackstone Associates
Goal: right content, channel, timing, cost
Building teams and knowledge
124
Transferring knowledge; encouraging ownership of the system
© Sametz Blackstone Associates
125© Sametz Blackstone Associates
126© Sametz Blackstone Associates
127© Sametz Blackstone Associates
128
Engaging the entire community: message wallet cards
© Sametz Blackstone Associates
129
Engaging the organization: extranet
© Sametz Blackstone Associates
130© Sametz Blackstone Associates
Goal: internal engagement, ownership, and sustainability
Pulling it together
WGBH Educational Foundation
MIT Sloan School of Management
WGBH
A visual system for a 21st century publicmedia powerhouse
134
Goals:—Continue to build a leadership position in an
increasingly fragmented media landscape;—Compete more effectively for audience, members,
sponsors, contributed income, and mindshare;—Grow diversified income streams;—Connect communicators internally; increase
efficiency;—Ensure that the organization gets credit for all it does!
Three related initiatives:—Strategic approach to brand relationships—New messaging platform—Updated visual brand identity system
Realizing the potential of brand-building communications
© Sametz Blackstone Associates
135
Where we started, samples from the logo-farm
© Sametz Blackstone Associates
135
136
Where we started, in membership and development print materials
© Sametz Blackstone Associates
136
137
Where started, in social media
© Sametz Blackstone Associates
137
138© Sametz Blackstone Associates
Four Three branding strategies
Corporate /institutional focus
Product Endorsed Source Master
Product / offering focus
Our national shows / initiativesWGBY
WCAIOur local shows
99.5 All Classical 2 44 89.7
Our “collections” All departments
All developmentAll membership
Tours, etc
139
1 floor
A public media powerhouse, WGBH is your trusted guide for exploring new worlds and new ideas.
WGBH: High-level, “elevator” message
© Sametz Blackstone Associates
140
2 floors
A public media powerhouse, WGBH is your trusted guide for exploring new worlds and new ideas; creating and delivering experiences that educate, engage, and entertain us all––at home in Boston and around the globe.
WGBH: High-level, “elevator” message
© Sametz Blackstone Associates
141
3 floors
A public media powerhouse, WGBH is your trusted guide for exploring new worlds and new ideas; creating and delivering experiences that educate, engage, and entertain us all––at home in Boston and around the globe.
With expertise and focus spanning news and public affairs; kids programming; music and drama; science; and everyday life; WGBH provides opportunities for exploration and interaction––experiences that are both for you, and made possible by you.
WGBH: High-level, “elevator” message
© Sametz Blackstone Associates
142
Cues for main messages…
A public media powerhouse, WGBH is your trusted guide for exploring new worlds and new ideas; creating and delivering experiences that educate, engage, and entertain us all––at home in Boston and around the globe.
With expertise and focus spanning news and public affairs; kids programming; music and drama; science; and everyday life; WGBH provides opportunities for exploration and interaction––experiences that are both for you, and made possible by you.
WGBH: High-level, “elevator” message
© Sametz Blackstone Associates
143
WGBH is public media for Boston and the world––a trusted guide and companion––enriching lives, helping you to grow and explore, and contributing to an active and healthy society with a rich portfolio of media that matters––and that is accessible to all.
Main message #1: Public media…
© Sametz Blackstone Associates
144
1. Participating citizensWGBH engages audiences as participating citizens, not consumers, improving the quality of daily life and activating our roles as citizens in a democratic society.
2. IndependentIndependent and commercial-free, WGBH is unrestrained by the influences and partisan pressures that affect commercial broadcasting, allowing us to tackle vital subjects and enabling us to entertain viewers in a manner others cannot.
3. Member-supportedA non-profit public media institution with education at the core of its mission, WGBH is member-supported and relies, in large part, on the generosity of the public it serves.
Supporting points: Public media…
© Sametz Blackstone Associates
145
WGBH is an idea engine––bringing to life an impressive array of high-quality, trusted programs that serve as the backbone of public media from coast to coast, providing children and adults alike opportunities to explore new worlds, and new ideas.
Main message #2: Creating…
© Sametz Blackstone Associates
146
Frontline –– a show
Expertise and focus •••> News and public affairsWGBH is a champion for journalism that matters…
Experiences •••> Independent voiceWGBH is an independent voice for the public sphere…
Delivering •••> Beyond broadcast WGBH is pushing the boundaries of broadcast…
Public media •••> Non-profit, member-supportedWGBH relies, in large part, on the generosity of the public it serves.
Individual donor add-on•••> Made possible by youWGBH is both for you, and made possible by you…
Advancing a dialogue
© Sametz Blackstone Associates
© Sametz Blackstone Associates
Brand foundation
+messaging
2D / 3DMovement
Primary identifiers /
taglines
Color
Imagery
Typography
Composition
Configuring visual systems: core and dynamic elements
WGBH
148© Sametz Blackstone Associates
A global brand about ideas––—A 21st century public media powerhouse.
Contemporary, innovative, bold––—Yet welcoming and approachable.
Experience driven––—Trusted guide to new worlds and ideas.
A brand with a mission––—Education in all its forms is central.
Community-focused––—Building geographic and interest-centered
connection. A partner for your passion––
—Whether news, classical music, science, kids…. Definitely worth supporting!
Attributes driving the new system 148
149© Sametz Blackstone Associates
Master branding giving societies, departments, initiatives, clubs
150© Sametz Blackstone Associates
Source branding “A” platforms
151© Sametz Blackstone Associates
Typography: our fonts
152© Sametz Blackstone Associates
Approach to color: core palette
PMS 647 PMS 716 PMS 3135 PMS 368 COOL GRAY 5 COOL GRAY 9
153© Sametz Blackstone Associates
Approach to color: colors drawn from imagery
154© Sametz Blackstone Associates
Texture and logo-driven angle
155© Sametz Blackstone Associates
Core elements in combination
156© Sametz Blackstone Associates
Putting the elements together…
157© Sametz Blackstone Associates
Sustaining member program
158© Sametz Blackstone Associates
Omnipresent brand bug…WGBH 2
159© Sametz Blackstone Associates
Development: giving society
160© Sametz Blackstone Associates
Ralph Lowell Society brochure
161© Sametz Blackstone Associates
Members’ magazine
162© Sametz Blackstone Associates
Brand-driven promotion
163© Sametz Blackstone Associates
Brand-driven promotion
164© Sametz Blackstone Associates
Annual report
165© Sametz Blackstone Associates
Getting credit!
166© Sametz Blackstone Associates
Connecting the dots across platforms
167© Sametz Blackstone Associates
Connecting the dots across platforms
168© Sametz Blackstone Associates
169© Sametz Blackstone Associates
170© Sametz Blackstone Associates
171© Sametz Blackstone Associates
172© Sametz Blackstone Associates
MIT Sloan School of Management
MIT Sloan School of Management
Volume and tone controls for coherence and flexibility
173
Increase visibility and comprehension
Correct lagging misperceptions
Overcome some real obstacles
Stake out a unique position
Communicate / connect what students / alums value
Present an integrated portfolio
Engage “the big team”
Cultivate “brand ambassadors”
Big picture goals
© Sametz Blackstone Associates
174
Goal: energize a cycle of success
© Sametz Blackstone Associates
Students
Awareness & perception
AdmissionsEngagement
Student experience
Participation
Alumni relationshipsConviction & loyalty
PartnersDonors
PartnershipPhilanthropic cultivation
CollaborationGiving
Project successStewardship
175© Sametz Blackstone Associates
Starting points: where’s MIT Sloan?
176© Sametz Blackstone Associates
Where’s MIT Sloan?
177© Sametz Blackstone Associates
Evolving web presence
178
Goal: build coherence across different programs and functions
© Sametz Blackstone Associates
Resource development
Alumni relations
Recruiting
Career development
Student life
Under
grad
MBA
PhD Fellow
s
Exec E
d
179
Goal: build coherence across different programs and functions
© Sametz Blackstone Associates
Resourcedevelopment
Alumni relations
Recruiting
Careerdevelopment
Student life
Under
grad
MBA
PhD Fellow
s
Exec E
d
180
Goal: build coherence across different programs and functions
© Sametz Blackstone Associates
Under
grad
MBA
PhD Fellow
s
Exec E
d
Resourcedevelopment
Alumni relations
Recruiting
Careerdevelopment
Student life
© Sametz Blackstone Associates
Cross-campus working group
An inclusive process
Action
Research
Messaging
Visual system
Teams+
knowledge
Brand foundation
182© Sametz Blackstone Associates
MIT inside
Culture: passion and entrepreneurial spirit
Quantitative rigor + qualitative excellence
“Technology”
Competitive position
183
Immersed in MIT’s culture of innovation Adventurous learning environment Magnet for smart, creative, passionate people Entrepreneurial spirit Unparalleled intellectual community / resources Focused on solving the most critical challenges Develops the principled leaders of tomorrow who
combine insight and action to improve lives, organizations, communities, and the world.
High-level message
© Sametz Blackstone Associates
184
Mens et Manus Intelligent Innovative / curious Entrepreneurial Passionate Forward-looking Collaborative Familial / supportive Rigorous
Personality
© Sametz Blackstone Associates
Brand foundation
+messaging
Core and dynamic elements
© Sametz Blackstone Associates
2D / 3DMovement
Primary identifiers /
taglines
Color
Imagery
Composition
Typography
186
Typographic choices
© Sametz Blackstone Associates
Adobe Caslon
Benton Sans
187
Typographic execution
© Sametz Blackstone Associates
188© Sametz Blackstone Associates
189© Sametz Blackstone Associates
190
Using the system’s “controls” to create connection and resonance
© Sametz Blackstone Associates
Bold expression • • • • • • • • • • • Conservative expression
Coherence and flexibility;tuning communications…
191© Sametz Blackstone Associates
192© Sametz Blackstone Associates
MBA admissions
193© Sametz Blackstone Associates
194© Sametz Blackstone Associates
195
Fellows program
© Sametz Blackstone Associates
196
PhD program
© Sametz Blackstone Associates
© Sametz Blackstone Associates 197
198
Corporate programs
© Sametz Blackstone Associates
199
Institutional advancement
© Sametz Blackstone Associates
200© Sametz Blackstone Associates
Alumni magazine
201© Sametz Blackstone Associates
202© Sametz Blackstone Associates
© Sametz Blackstone Associates 203
204
Engaging the organization: extranet
© Sametz Blackstone Associates
205
Supporting decentralized creation…
© Sametz Blackstone Associates
206
MBA Applications up 40% in first three years; another 57% in
last three years Market share among top four competitors: 8% to 11% Women: 28% to 33% Better “fit” candidates
Executive Education Enrollment and revenues up FT rankings up Custom programs up
Results: the “hard” stuff
© Sametz Blackstone Associates
207© Sametz Blackstone Associates
Portfolio branding
More consistent, integrated communications
Shared brand understanding
Results: the “soft” stuff
208© Sametz Blackstone Associates
209© Sametz Blackstone Associates
There: tethered
Next? Ok, now what?
What’s driving the need for change / improvement? Research
—Goals?—What are you known for? Need to be known for?—Your important constituents need to know / think?—What’s the competition doing / saying?
Brand foundation—Vision / mission? Areas of focus?—Which brand strategy? —What position can you “own”?—Personality?
Messaging—What resonates for whom?—How can you build dialogues?
Asking the right questions212
Visual system—What approaches to type, color, imagery, and design
best translate your brand foundation and messages?—Which elements are core? Which dynamic?
Action—How best to deploy print, digital, and social channels?
How to participate in media you don’t own? Knowledge and team building
—Champion?—How best to engender enthusiasm and buy-in?—Documentation: print, online? —What needs to change organizationally, culturally, to
support a robust brand?
Asking the right questions213
Thank you
Roger SametzSametz Blackstone Associateswww.sametz.comwww.sametz.com/[email protected]
Cathy CanneyMIT Sloan School of [email protected]