Owning the Brand Promise: Higher Education, Mega Corporations, and Mom & Pops

What do small fine arts colleges in the outer ring of the London suburbs have in common with global brands like Marriott and Toyota? Just like the big players, schools like Rose Bruford College of Theatre and Performance have to define and communicate their brand promise in a crowded marketplace.

Just like large and small businesses competing against each other with the latest and greatest products, higher education institutions in a MOOC (Massive Open Online Courses) world are trying to find their niche and voice in online learning. I recently attended the eLearning 2.0 conference in London, and this was a major theme. The attendees from schools both large and small were wrestling with the issue of how to differentiate themselves both in their local markets and globally. The keynote speaker, Steven Warburton from the University of Surrey, talked about the need for institutions to begin to look outward from their core, and start to explore market realities and strategic partnerships if they are going to survive.

Sounds familiar, doesn’t it? Look beyond your core products and offerings and explore what your customer base (or students) are really asking for. Or, how can you move beyond your comfort zone to solve the problems that potential customers have that they may not even know about?

So what would that mean for a school like Rose Bruford? Do a Google search on “online opera degree.” A number one Google ranking is something marketers work day after day to achieve, tweaking one strategy after the other. And Rose Bruford has that enviable position without even trying! It would not take much for Bruford to refine their marketing message to talk about being the “only” or “oldest” or “most experienced” or “innovative” online opera degree program in the world. A thoughtful buy of Google keywords would help put their ad in front of opera buffs and students worldwide. The possibilities are endless!

Or look at Edge Hill University in northwest England. While their main landing page focuses on the student experience at the physical campus, the school has an online learning star hiding in the English department. There are two huge value propositions here for Edge Hill: they know what they are doing when it comes to online education, and they teach Vampire Fictions (!). Both of these are great lead-ins to positioning themselves in the online education marketplace as both experts and content providers, something any business would love to claim.

The challenge, then, for small businesses, major corporations, and higher education institutions alike, is to find their Vampire Fiction experts and make sure that when fans Google their specialty topic, they achieve Bruford-level results success. Every penny you spend on SEO and SEM marketing should work toward building that brand identity. And supporting it with quality landing page content.

What Marketers Need to Succeed – Infographic

eCornell breaks data down from four reputable sources to show why marketing professional development is necessary for success and increased profitability. Click here to view the Marketing Infographic.

 

What We Follow Friday – July 19, 2013

On Fridays, we highlight some of the most interesting articles we’ve been reading from around the web. Articles feature news, strategies, and tools focused on marketing strategy, data mining and analytics, conjoint analysis, customer segmentation and targeting, and market response modeling, and a few others for fun. If you come across an article you think we should be reading, tweet it to us, post it to our facebook page, or leave us a comment at the bottom of the page.

This week, we’ve found some great pieces from quite a few of our favorite news sources: IBM, Forbes, and more. Enjoy!

Data Scientist: Consider the Curriculum

“Data science’s learning curve is formidable.Read More

Using Porter’s Five Forces to Defeat Unseen Threats

When we think about competition in business, we usually refer to other businesses who directly fight with us for customers. After all, it’s these companies who are the biggest barriers in the way between you and world domination. However, helping your company to reach its potential isn’t as simple as having a better product or message than your competitors. In fact, the biggest threats to many companies are the ones that they’re simply not thinking about.

The Marketing Myopia

Theodore Levitt’s marketing myopia highlighted a very basic, but powerful point. Companies don’t just compete with other companies – instead, they compete with other industries. Read More

Using the Three Cs to Create Value for Your Customers

Marketing often seems like an overwhelmingly confusing proposition, but really it’s quite simple. At its core, the marketplace can be distilled to its three core elements – your company, your competitors and the customers. You may recall Omhae’s Three Cs from your Marketing 101 class, but don’t dismiss this as just another clever acronym. Everything you do in marketing should incorporate these three Cs. After all, marketing basically is finding a way to position your company so that customers choose it over the competition. The bigger question, though, is how to do this.Read More

The eCornell Story: A Former Startup Helping New Startups Thrive

On September 7, 2000, the Cornell University Board of Trustees approved the creation of eCornell, a wholly-owned, for-profit subsidiary that would produce and deliver online courses authored by Cornell professors and extension faculty members.

With this charter, eCornell became the Ivy League’s first online education startup. Like any fledgling business, its founders — many of whom were Cornell alums — faced the challenge of defining and serving a relatively new market. Who were online learners? What did they need, and was it different from the needs of students sitting in classes on the Cornell campus? What expertise could eCornell bring to online learners that would set it apart?

Thirteen years later, we’re no longer a startup and we’ve found our niche. True to Cornell’s motto, eCornell has become a natural extension of the university’s ideals: the online outpost of “…an institution where any person can find instruction in any study.” We provide a virtual community for learners at every stage in their careers, spanning disciplines and providing Ivy League instruction grounded in application.

But we haven’t forgotten our roots. Throughout the years, the eCornell executive team has been paying it forward, supporting entrepreneurs and new ventures at all levels — whether through undergraduate student projects, alumni startups, peer coaching, or new courses and certificate programs.

“We’ve been a strong supporter of Entrepreneurship@Cornell (Cornell’s university-wide entrepreneurship initiative) for years because we know there is a direct link between developing the management skills of new entrepreneurs and their ultimate success,” said Chris Proulx, ‘91, eCornell’s Chief Executive Officer.

Proulx and Rob Kingyens, Chief Technology Officer and Chief Marketing Technology Officer, regularly judge business plan competitions around the country and participate as coaches or panelists at entrepreneurship conferences. They also are dedicated to leading eCornell in a direction that meets entrepreneurs’ and business owners’ unique needs.

“Launching a new business is more than a full-time job. Many entrepreneurs, especially those who can’t yet afford to quit their ‘day jobs,’ don’t have time to go back to school,” said Proulx. “They need accelerated, actionable learning, at the right time and place.”

For entrepreneur Egomeli Hormeku, eCornell’s courses were a perfect fit, even while he was running and building a new multi-brand business.

“The structure of the coursework didn’t take away from my business; it only benefited the process. I thought the task of running five brands and taking courses with eCornell would be impossible. That definitely wasn’t the case,” said Hormeku, founder and CEO of The Hormeku Group, a holding company focused on mens’ fashion, cigars, spirits, and wine.

Hormeku completed eCornell’s Business Strategy: Achieving Competitive Advantage certificate program, a decision that he said allowed him to better see the business from all angles, fine-tune the practical information he’d already gained on the job, and learn how to compete in vertical markets some would consider daunting.

Like Hormeku, Adam Zembruski came to eCornell to fill a skills gap. But Zembruski, president of hospitality investment and management company Pharos Hospitality, LLC, needed to fill those gaps for his entire team, not just himself. Though Zembruski has decades of hotel management experience, his new venture was founded on a technical skill he and many if his employees didn’t possess: hotel underwriting.

“We formed Pharos with the intent to bridge the gap between real estate investors and hotel operators. These courses [in Hotel Real Estate Investments and Asset Management] have prepared me to anticipate and meet the needs of all of our current and future partners. The courses taken through eCornell were priceless,” Zembruski said.

If you’re registered for Startup Weekend, you also already know how important networking and connections are for entrepreneurs. At eCornell, this is another way we pay it forward: bringing like-minded, driven people together through courses designed for interaction. Fellow students become your sounding board and source of inspiration.

“The people I take courses with keep in touch with me, and we find ways to sharpen the vision of our career goals. These connections, and my eCornell courses, have helped me cut costs, strategically move more units, stay ahead of my competition, and realize new ways of being profitable. They took me from being a good entrepreneur to walking the road of becoming a great one,” said Hormeku.

For Startup Weekend Fredericksburg attendees, we’re continuing our tradition of supporting entrepreneurs. Save 25% when you enroll in any eCornell certificate program by June 30, 2013. Visit https://ecornell.cornell.edu/swfred and use promo code SWFRED to get started.

Featured Post on Startup Weekend’s Blog

Utilizing Gender Pay Issues to Inform HR Policies

Beth Livingston Examines Gender Roles and Their Impact on the field of HR

Beth Livingston, HRS Assistant Professor at Cornell University, studies gender roles and their impact on employer relationships. She is currently expanding work on a CAHRS grant, out of which was published an article in 2008. In 2011, Livingston started expanding on the paper, looking at sexist attitudes about women in workplace. “I’ve found that men with more sexist mindsets make more money than women, whereas men with egalitarian attitudes don’t show a gender-wage gap,” she explains.

As a human resource expert, Livingston wants to know what this means for employers and employees. “Why the wage gap?” asks Livingston. “Do individuals with different sexist attitudes negotiate differently? Is it discrimination? What is happening? Understanding interpersonal issues can help us take the next steps in terms of what to do about the wage gap,” she points out.

For instance, Livingston’s CAHRS research centers around employer/employee relationships. Each person’s role orientation was identified, and then each person was put in a mock interview situation, where one person played the part of the boss, and one person played the role of the employee. “We wanted to see if these people focused on different things during the interview based on their gender attitude,” explains Livingston, such as being more or less assertive. “Is a male with more egalitarianism focused more on salary? Or if someone gets paid less do they negotiate for more flexibility?” Initially, the results of the survey indicated a difference in how people negotiate. The thought is that traditional men are less likely to have flex time than egalitarian men.

The second step to the research included a National Longitudinal Survey of Youth (NLSY79)  The final part of the grant – in progress as this article goes to press — involves MILRs and undergraduates getting jobs right now. “We started off by determining their gender attitudes and then looked at their first job offers,” she explains. “How do they negotiate, and for what sorts of things? Did they get flex time? Did they ask for it?

“Even controlling for types of job, we have already found differences in wages in our 2008 research on gender-role attitudes,,” Livingston states.  As every company knows, rewards can be seen as more appealing than salary. One example would be a total package of rewards that includes all those things.”

“We intend to look at the data with a finer analysis. Some men value family – and this type of personality adds a nuance to gender distribution particularly in regards to work and family,” says Livingston. “Women may get paid less but they’re not dissatisfied by what they’re getting paid. Not all women and men have the same family values,” she explains. The research project will wrap up with a paper estimated to be completed by summer of 2013.

What’s Next?

Livingston is currently working with two PhD students on gender and how it relates to work and family. She’s interested in looking at employees holistically. “In order to understand how to look at rewards, you have to look at the total picture. I’ll be examining couples and how their interaction affects work decisions – particularly as they relate to ex-patriot positions,” she explains.

Livingston is looking to analyze how organizations address their employees’ work. It can be easy to talk about policy but more broadly, how do employees experience this in terms of their partners?

Moreover, Livingston is looking at negative attributions such as “how organizations can reduce blame and provide resources with the possibility of avoiding negative attributions.” For instance, every employee will, at some point, experience negative work and family spillover—but who do they blame for it? Who is perceived to have caused the conflict? How individuals perceive these interactions and how they attribute blame for them might also help us understand how organizations can manage this inevitability.

The Power of Words

Livingston is also pursuing the stereotype of women as catty, and is working on an article about the label of conflict as catty. Facebook’s Sheryl Sandburg – whose Leaning In spurred a debate about the privilege of having a career and family — commented on the book, saying, “Everyone loves a fight — and they really love a catfight,” she writes. “The media will report endlessly about women attacking other women, which distracts from the real issues. When arguments turn into ‘she said/she said,’ we all lose.”

“When men debate, it can be heated and filled with conflict. But when women have the same types of debates, it becomes a label,” points out Livingston. We examine the effects of how people are perceived as a result, she says. And above and beyond the “catty” label, she’s looking to prove how careful we need to be about words and also about how conflict is perceived. “Ideally, more information about this topic can reduce incivility and bullying and how is it perceived in the workplace,” she states.

In the end, Livingston points out, how can we fundamentally judge and see people if we don’t understand the psychology behind the behavior? “Policies can be put in place, but that’s not proactive. We’d like to get to the point where managers will have tools to learn to perceive but not label conflict,” she states.

Talk with Beth Livingston about any of her current projects – or to get involved in a future gender-role research endeavor.

What is a Brand?

So, the end result of STP (Segment, Target and Position) is the brand. An effective brand speaks to the consumer without “saying” anything. So, what is a brand exactly? There are as many definitions of brand as there are brands. Ohio State University believes a brand is best defined as “a collection of perceptions in the mind of the consumer.” Whether that perception is hope (Make A Wish Foundation), quality (Apple), trust (Prudential), or savings (Dollar General), a well-crafted brand exudes that perception in the minds of consumers at the snap of a finger. Read More

Consumers Own the Brand

Marketers sometimes may think that companies own the brands that they promote, but in fact, brand ownership lies with the customer as it is in the minds of consumers where our brands truly live.

It’s important for you to understand that brands live in consumers’ minds as a set of beliefs and associations. Coca-Cola’s secret formula may live inside a bank vault in Atlanta, but the Coca-Cola brand does not. It exists in the form of images, commercial jingles and associations that consumers carry around with them in their heads.Read More