Understand your brand then let passion rule

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Understand your brand then let passion rule
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A long and winding road

• University of Florida

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A long and winding road

• Business Editor
• PR Agency owner

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A long and winding road

• Boats, Boats, Boats

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A long and winding road

• Harley-Davidson

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A long and winding road

• Segway Inc.

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A long and winding road

• University of Florida

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Whats the link?

• University of Florida
• Journalism
• Agency work
• Wellcraft, Donzi, Sea-Doo
• Harley-Davidson Motor Company
• Segway Inc.
• University of Florida

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Passion Rules!

• Passion for the product
• Disciples for your brand
• Connected to the customer
• Imprint the experience
• Engender trust
• Conversation
• Creativity
• Consistency

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Passion Rules!

• Passion for the product
• It starts with you!
• Love your work
• Work your love

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Passion Rules!

• A strong and passionate group of enthusiasts
• Disciples are made, not born
• HOG over a million strong
• SegAmerica thousands, but
• Gators are everywhere
• They want you to win
• Grassroots in the most classic sense

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The Gator Nation

• 51,000 University of Florida Students
• 23,000 University faculty and staff members
• 330,000 Alumni throughout the world
• 235,000 Residents of Gainesville area
• 18 million Floridians

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Passion Rules!

• You must Connect
• We ride with you
• Events Consumer Initiatives
• Anniversaries
• Rides
• The Gator Nation
• Commencement
• Gator Growl
• Athletic Events

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Passion Rules!

• Imprint the experience
• Sturgis, Daytona, Hollister
• SegwayFest
• Florida/Georgia
• Athletics
• Entertainment
• Scholarship

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Passion Rules!

• Creativity
• Differentiate or die
• We fulfill dreams . . .
• Everybodys doin it
• The Gator Nation
• Differentiate with
• Message
• Delivery

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Differentiate the message

• Excellence
• Leadership
• Commitment
• Today
• Tomorrow
• Future
• Change

• Building
• Preparing
• Growing
• Knowledge
• Innovation
• Institution
• Research

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• Building on excellence!
• Typical slogan

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• Building the culture of excellence!
• Typical slogan

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• Advancing knowledge Transforming Lives
• Typical slogan

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• Forward. Thinking.
• Typical slogan

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• UC at the Frontier
• Typical slogan

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Stanford University

• The Wind of Freedom Blows
• Outer Space

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• Moving Forward
• The Power of Dreams
• Even our name begins with You
• Typical slogans

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Passion Rules!

• Be consistent Integrate your efforts
• One Voice, One Message
• Integrate across boundaries
• Integrate across channels
• Adverting
• Public Relations
• Promotions
• Everything else

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Differentiate with delivery

• Public Relations
• External
• Internal
• Advertising
• Print
• Broadcast
• Television
• Radio
• New Media

• The Unexpected
• Outdoor
• Airports
• License Plate

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Differentiate with delivery

• Advertising
• Print
• Broadcast
• Television
• Radio
• New Media
• Podcasting
• Vodcasting
• Mobil Campus

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Differentiate with delivery

• The Unexpected
• TV
• Print
• Outdoor
• License Plate
• Airport Dioramas
• Welcome Center Movie

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Television Spot
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University of Florida License Plate
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Passion Rules!

• Passion for the product
• Disciples for your brand
• Connected to the customer
• Imprint the experience
• Engender trust
• Conversation
• Creativity
• Consistency

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Understand your brand then let passion rule