back seat branding that rings true -...
TRANSCRIPT
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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
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Guy Kawasaki… adding emotion & enchantment
Harry Beckwith… selling the invisible
Seth Godin… tribes & the power of stories
Back Seat Branding that Rings True
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Malcom Gladwell… influencing the influencers
Simon Sinek… starting with WHY & the Golden Circle
Joseph Pine… the experience economy
Back Seat Branding that Rings True
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Protecting the Pride
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How Will You Serve?
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The LSU Ring Story Brian Hommel, Director of Trademark Licensing
Ashley Scott Territo, Assistant to the Vice Chancellor
A TIGER TRADITION
@ICLALicensing #ICLAWS14
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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
@ICLALicensing #ICLAWS14
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LSU Ring Sales
1988 - 320
1998 - 450
2003 - 657
2007 - 736
2013 - 853
Goal is to break
1,000 orders
this year
@ICLALicensing #ICLAWS14
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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
@ICLALicensing #ICLAWS14
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Adding to the Tradition
Created a
special
experience for
ring recipients
Rings sleeping
overnight in
Mike the
Tiger’s habitat
@ICLALicensing #ICLAWS14
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Adding to the Tradition
Tell the story
EVERYWHERE
Orientation
STRIPES
Ring Events
Grad Fair
@ICLALicensing #ICLAWS14
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Adding to the Tradition
Increased use of social media
Posted to Twitter and Facebook for all events
@ICLALicensing #ICLAWS14
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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
@ICLALicensing #ICLAWS14
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Enhancing the LSU Ring Ceremony
Created a fun atmosphere for parents and
students after the event
Increased communication and PR about
the LSU Ring Ceremony
@ICLALicensing #ICLAWS14
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Live tweets and posts during
the LSU Ring Ceremony
Enhancing the LSU Ring Ceremony
@ICLALicensing #ICLAWS14
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Enhancing the LSU Ring Ceremony
Ad in the student
newspaper recognizing
all the students the
Monday after the
ceremony
@ICLALicensing #ICLAWS14
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Expanding the Ring Tradition More presence in the LSU Bookstore
Potential LSU Ring statue
Starting the Ring Savings Plan
Keep telling the story
@ICLALicensing #ICLAWS14
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The NC State Ring Story Gregg Zarnstorff – Director of Trademark Licensing
@ICLALicensing #ICLAWS14
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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
@ICLALicensing #ICLAWS14
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2006 Park Alumni Center Two Ring
Ceremonies
now two
times per
year!
@ICLALicensing #ICLAWS14
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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”
@ICLALicensing #ICLAWS14
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“The Brick” Introduced 2007
Annually Updated
Given to every new
student
Goal is to complete
40 traditions
Separate Medal for
graduation Regalia
@ICLALicensing #ICLAWS14
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The Brick includes two pages
dedicated to the NC State Ring
@ICLALicensing #ICLAWS14
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2012 we added a new twist…
Students place rings themselves in Shrine Room
@ICLALicensing #ICLAWS14
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Making the VCU Ring Real Kristan Cole, VCU Trademarks & Licensing
@ICLALicensing #ICLAWS14
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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.
@ICLALicensing #ICLAWS14
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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
@ICLALicensing #ICLAWS14
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Making the VCU Ring Real
Initial VCU Ring Ceremony held
at The Scott House in Spring
2013, with 89 recipients.
@ICLALicensing #ICLAWS14
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Making the VCU Ring Real Second ring
ceremony in
December 2013
grew to 129
recipients and
had to be
moved to a
larger venue.
@ICLALicensing #ICLAWS14
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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