Skip to main content

Smithsonian Social Media Strategy Includes Branding

Take a look at the Smithsonian's "Web and New Media Strategy" which is noteworthy for many reasons--

1. It talks about branding. This is a connection that is only beginning to be made.
2. It is online and viewable by the public - fully transparent.
3. It integrates Web 1.0 and Web 2.0.
4. They don't pretend to have done it all - clearly we are looking at a work in progress
5. They created the strategy collaboratively using a wiki no less

And, last but not least

6. They actually have a strategy!

Below is a cut and paste of their strategic goals, which are really worthwhile for any organization:
  1. Mission: Prioritize Web and New Media programs in proportion to their impact on the mission
  2. Brand: Strengthen brand relationships throughout the Smithsonian
  3. Learning: Facilitate dialogue in a global community of learners
  4. Audience: Attract larger audiences and engage them more deeply in long-term relationships
  5. Interpretation: Support the work of Smithsonian staff
  6. Technology: Develop a platform for participation and innovation
  7. Business Model: Increase revenue from e-commerce fundamentals and Web 2.0 perspectives
  8. Governance: Design and implement a pan-Institutional governance model>>
Great job. Read more at the Smithsonian blog.

Popular posts from this blog

What is the difference between brand equity and brand parity?

Brand equity is a financial calculation. It is the difference between a commodity product or service and a branded one. For example if you sell a plain orange for $.50 but a Sunkist orange for $.75 and the Sunkist orange has brand equity you can calculate it at $.25 per orange.

Brand parity exists when two different brands have a relatively equal value. The reason we call it "parity" is that the basis of their value may be different. For example, one brand may be seen as higher in quality, while the other is perceived as fashionable.

All opinions my own. Originally posted to Quora. Public domain photo by hbieser via Pixabay.

What is the difference between "brand positioning," "brand mantra," and "brand tagline?"

Brand positioning statement: This is a 1–2 sentence description of what makes the brand different from its competitors (or different in its space), and compelling. Typically the positioning combines elements of the conceptual (e.g., “innovative design,” something that would be in your imagination) with the literal and physical (e.g., “the outside of the car is made of the thinnest, strongest metal on earth”). The audience for this statement is internal. It’s intended to get everybody on the same page before going out with any communication products.Brand mantra: This is a very short phrase that is used predominantly by people inside the organization, but also by those outside it, in order to understand the “essence” or the “soul” of the brand and to sell it to employees. An example would be Google’s “Don’t be evil.” You wouldn’t really see it in an ad, but you might see it mentioned or discussed in an article about the company intended to represent it to investors, influencers, etc.Br…

Nitro Cold Brew and the Oncoming Crash of Starbucks

A long time ago (January 7, 2008), the Wall Street Journal ran an article about McDonald's competing against Starbucks.
At the time the issue was that the former planned to pit its own deluxe coffees head to head with the latter.
At the time I wrote that while Starbucks could be confident in its brand-loyal consumers, the company, my personal favorite brand of all time,  "...needs to see this as a major warning signal. As I have said before, it is time to reinvent the brand — now.  "Starbucks should consider killing its own brand and resurrecting it as something even better — the ultimate, uncopyable 'third space' that is suited for the way we live now.  "There is no growth left for Starbucks as it stands anymore — it has saturated the market. It is time to do something daring, different, and better — astounding and delighting the millions (billions?) of dedicated Starbucks fans out there who are rooting for the brand to survive and succeed." Today as …