@tominleeds

@tominleeds#su2012

the death of the big idea…“We don’t just live in a VUCA world - a volatile, uncertain, ambiguous and complex world - we live in a super VUCA world. We live in a vibrant world where our kids are connecting to each other and to brands across the world with no money involved. To us this is a world that’s gone crazy.“Strategy is dead. Who really knows that is going to happen anymore in this super VUCA world? The more time and money you spend devising strategies the more time you are giving you rivals to start eating your lunch.“Management is dead. To win today you need a culture and an environment where the unreasonable power of creativity thrives. Ideas are today’s currency not strategy. Martin Luther King did not say ‘I have a vision statement’ did he? He had a dream. You have to make sure you have dreams and your brand also needs a dream.”Kevin Roberts, CEO of Saatchi & Saatchi Worldwide

marketing has changed (slightly)

• new platforms • quick media• social web• communications• content management• mobile• search• design• data• multichannel• CRM• analytics• Data, data, data!• and on and on and on

so much to remember…

your brand is the space you occupy in someone else's head

changing higher education marketing + new marketing landscape = new opportunity for cross institution collaboration

university is not simply transactional, it is transformational

excite…

http://www.youtube.com/watch?v=rFuUFeQIdpk

wonder…

http://vimeo.com/22890457

lifechanging university…

http://youtu.be/CD2h_91UgsI?t=3m

you are surrounded by emotion

transformational emotion…

• friendship• identity• belief• culture• experiences• the future• passion• energy

• learning• opportunity• sorrow• humour• concern• growing up• heartbreak• excitement

your brand is the space you occupy in someone else's head

so what if the big strategy was…

unions as the compelling voice of university?

creating structure as strategy

finding shared visions

rewarding brilliant ideas

not reinventing but showcasing

investing in relationships

gettingemotional

@tominleedsthank you!