YOU ARE A BRAND!TO BE A LEADER YOU SHOULD KNOW YOURSELF

PHASE 1-PRECONDITIONS

INCORPORATING A STRATEGIC PLANNING MODEL

TWO THINGS HAPPENING HERE:

• I. ARTICULTING YOUR BRAND. THEN KEEPING IT CONTEMPORARY……

• II. LEARNING A STRATEGIC PLANNING MODEL TO DEVELOP YOUR BRAND……

THE STRATEGIC PLANNING MODEL

PRECONDITIONS-PHASE 1

• 1. WHO YOU ARE: YOUR SLOGAN (OR GUIDING PRINCIPLE)

• 2. BELIEFS AND TRUTHS: VALUES-WHAT YOU STAND FOR. YOUR INTEGRITY OR LACK THEREOF.

• 3. ABSTRACT FUTURE STATE: VISION-IMAGINE HOW YOU WOULD LIKE “IT” TO BE.

• 4. PURPOSE: MISSION-SPECIFIC STATEMENT OF PURPOSE.

(CONT.) STRATEGIC PLANNING MODEL

BUSINESS PLAN-PHASE 2

• 5. THE WHAT-GOALS-DATED, MEASURABLE, REALISTIC (STRETCH), CONGRUENT.

• 6. THE HOW-STRATEGIES-GENERAL METHODS (CAPTURE ASSUMPTIONS)

• 7. MORE HOW-TACTICS-SUB METHOD DETAILED PLAN.

(CONT.) STRATEGIC PLANNING MODEL

CONSCIENCE-PHASE 3

• 8. CHECK POINTS-MEASUREMENTS-ARE WE WINNING OR LOSING?

• 9. POST STRATEGY ANALYSIS-CRITIQUE-WHAT WORKED OR DIDN’T?

• 10. SO WHAT- SNIFF TEST -HOW DOES IT FEEL, HOW DOES IT FIT, IS “IT” CONGRUENT WITH….

FOUR EXAMPLES - BUT THE FIFTH IS MOST IMPORTANT (YOURS)

• I. PRINGLES POTATO CHIPS• II. STARLITE DEVELOPMENT OVERSEAS LTD.

(SDOL)• III. UNIVERSITY OF MAINE SCHOOL OF

BUSINESS. (MBS)• IV. SHAWN MCKENNA

• V. YOU, YOU, YOU, YOU……………………………!!

PRECONDITION 1=SLOGAN

• PRINGLES-”ONCE YOU POP YOU CAN’T STOP”• STARLITE DEVELOPMENT OVERSEAS LTD.

(SDOL)-”EVERY GUEST LEAVES HAPPY…BABY!”• UNIVERSITY OF MAINE SCHOOL OF BUSINESS

(MBS)-”COME TO U. MAINE AND GET TO KNOW SHAWN MCKENNA…….” (TAG LINE WIP)

• ME-”GULP LIFE”• YOU………………….?

PRECONDITION 2-VALUES

• PRINGLES VALUES: FRESHNESS, PORTABLITY, GAME CHANGING, FUN

• SDOL: WE TREAT OUR CONSTITUENCIES WITH RESPECT, WE WIN OR LOSE AS A TEAM, WE WILL CATCH EACH OTHER WINNING, WE WILL BE AND STAY HUMBLE, HONESTY WITH CLASS/STYLE/CARING, HOLD EACH OTHER RESPONSIBLE FOR DOING OUR JOBS.

(CONT.) PRECONDITION 2-VALUES

• MBS: USED DIFFERENT APPROACH.• ME: UNDERPINNINGS: RESPONSIBILITY-”IF IT IS

TO BE IT IS UP TO ME”, FAIRNESS, HONESTY, CATCHING PEOPLE WINNING, NO EXCUSES, GUTS.

• ME: MACROS-FAITH, FAMILY, FRIENDS.• ME: MICROS-USA, STATE OF MAINE, UNIVERSITY

OF MAINE, SIGMA PHI EPSILON, MUSIC

PRECONDITION 3-VISION

• PRINGLES VISION: TO REVOLUTIONIZE THE SALTED SNACK BUSINESS BY INTRODUCING A WAREHOUSE PRODUCT IN A DSD CATEGORY.

• SDOL VISION: TO BE, THE “GO TO” PLACE FOR AMERICAN FOOD AND SERVICE IN MOSCOW IN THE CASUAL DINING SEGMENT.

(CONT.) PRECONDITION 3-VISION

• MBS VISION: THE MAINE BUSINESS SCHOOL WILL BE A DESTINATION OF CHOICE FOR WELL-QUALIFIED STUDENTS SEEKING AN ENGAGING WORLD-CLASS EDUCATION TO PREPARE FOR TOMORROW’S WORLD.

• ME VISION: (LIFE INTENTION) TO TEACH AS MANY YOUNG PEOPLE ABOUT GOOD LEADERSHIP AS I POSSIBLY CAN….EXPAND TOUCH POINTS (FORCE MULTIPLIER)

YOUR ASSIGNMENT…….

• ……SIMPLE, START TO BUILD YOUR BRAND……………………CRAFT YOUR:

SLOGAN

VALUES

VISION