Archives—November 2016

In Praise of Maintenance

The greatest thing about listening to podcasts on a smartphone with earbuds in is that I can walk my dog on a fall Sunday evening on campus and geek out with no one being any the wiser.  A few nights ago I was listening to a Freakanomics episode called, “In Praise of Maintenance.”

The basic premise of the episode asks, “Has our culture’s obsession with innovation led us to neglect the fact that things also need to be taken care of?”  One just needs to look at our country’s roads, bridges, airports, and other infrastructure for evidence that the answer is “Yep, pretty much.”

For all of the glory we give new programs and initiatives, it seems to me might also be well served if we remembered to praise those that keep those new things running; those that make sure the metaphorical zerks are greased, the batteries are charged, and the arteries stay clear. Maintenance here at Michigan Tech comes in all sorts of forms.  It preserves what has been built, whether that be programming, processes, office culture, or websites.

So in this season of thanks, I want to say thank you to those who maintain and keep our new things sustainable.  In particular I’m thinking of the departmental coordinators, front line staff, anyone working with financial aid or immigration compliance, those great folks in the mailroom and print shop, and the SAIS warriors.  These are the people who are focused on taking care of the world we’ve already built here at Tech.  While others are zeroed-in (rightfully) on the new and nifty little thing, the maintainers are the people with the patience, the care, and the compassion for the institution (and for the innovators) who ensure that yesterday’s new and nifty thing stays new and nifty.

I visited with my four year old nephew a few weeks ago and we watched a They Might Be Giants show called Here Comes Science.  They’ve got this song about how important blood cells are to the human body.  The song tells how blood cells bring the oxygen, nutrients, and antibodies to every part of our body and how they even keep our insides clean by helping to haul out the trash.  Blood cells are our body’s maintainers.  And those who help us maintain here at Tech are our life-blood.  They are a life-giving force.  Thank you to those who perform those roles.  We need to give you all more praise and credit.


Brand Versus Campaign

Brand Versus Campaign

All too often marketing professionals blur the lines between brand and campaigns. It’s easy to do. Buzzwords like “brand campaign” muddy the waters even more. It is important to note that a brand and a campaign are different. Understanding this concept is key to successful brand management.

A campaign is for a targeted cause or initiative. Brand is enduring.

Campaigns should align with the brand, and target a specific goal. Sometimes a business or institution will have several campaigns concurrently, and that’s okay. However the one enduring theme that unites multiple campaigns together is brand.

I’ve seen businesses operate without a brand. These businesses churn out campaign after campaign–sometimes successfully. This approach certainly gets attention. However, this model is not sustainable. Usually the goal of a business is to be around for many years to come. This means succeeding in business objectives (campaigns serve as support), while solidifying and nurturing the relationship a company has with its intended audience (branding is pivotal). Campaigns can build on one another via the brand, and use the success of the previous campaign to help launch and empower the next one. This builds equity. And over time, equity is a business’s greatest asset for future growth.

Spilling Water is a Missed Opportunity
Imagine a brand as being like a potted plant. And every drop of water is a campaign. With every drop the plant receives, the plant grows. The more water, the more growth. When a drop misses the plant, it isn’t helping the plant grow. Continually misfire the water droplets and the plant dies.

A brand needs strong campaigns to strengthen it. This means the campaigns must align with the brand. Of course campaigns can be successful without brand alignment, but they will not help your business or institution grow.

Re-potting the Plant
When a plant grows too big for its pot, it’s time to replant. This kind of growth doesn’t happen overnight; it takes time. Doing it too early can disrupt the plant’s roots–doing it too often, prevents the roots from establishing themselves.

The same logic applies to branding. One shouldn’t meddle all too often. Of course if the target audience changes, or the business’s mission changes, then it makes sense. The biggest mistake one can make is changing a brand too frequently. It takes time to build a relationship with a brand. When changes to the brand are being considered, one must first question whether or not the change should be within the current campaign (or campaigns) instead. A general rule of thumb is that brand adjustments should be considered every 5-10 years, while campaign adjustments can happen yearly.

At Michigan Tech, it is important understand how brand and campaigns connect. This relationship positively affects the success of the short- and long-term goals of our University. So the next time a campaign is being discussed, ask yourself this question: “Are we spilling water?”