Brand Champions

What We Have Here is a Failure to Communicate

One of the best lines from one of the best movies of all time, Cool Hand Luke. Also, one of the challenges brand champions are faced with on a daily basis. As we know, the word branding has as many meanings and applications as it has practices. The reasons vary from organization to organization. I think the primary reason is that constituents who do not have backgrounds in communications and marketing (and some that do) tend to think the word branding means marketing.

And many think the word marketing is advertising. Thus, we must be aware that many of our employees think that branding is advertising. Especially in the beginning stages of branding initiatives. So, understand that when you advocate that your organization undertake a branding initiative, you will often times get push back, because your colleagues and other stakeholders think you are suggesting an advertising campaign.

I have found that uses terms like culture, identity, image, positioning and reputation often resonate more than the word branding in the early stages of brand building. I would love to hear what terms you have found to be effective in your brand building experience.

Harley-Davidson Brand Values

I often advise brand champions that the best way to describe branding to their constituents, is that branding is the process of bringing an organization's mission, vision, values and goals to life. And, that the best way to ensure a brand is sustainable, is to build the brand from the inside out by engaging employees in the brand development process. After all, our employees should be our most passionate advocates.

When I think of passion, I think of Harley-Davidson. If memory serves me correct, its logo is the number one tattooed brand. According to its website, Harley-Davidson builds its business by adhering to these values: tell the truth, be fair, keep your promises, respect the individual and encourage intellectual curiosity. When I present Harley-Davidson as a best practice in branding to audiences, and I mention these values, I am often challenged.

Do people not believe that Harley-Davidson instills those brand values into its employees, as well as its growing female, white collar, retiree and other target markets? Perhaps for many non-riders, Harley-Davidson still has an outlaw image, so these values are not believable to them.  What do you think?

Fish On Friday For Catholic Schools In Denver

Last Friday I had the opportunity to attend a branding symposium as part of the brand development project that I have been involved with for the past three years for the Archdiocese of Denver's Catholic Schools. The keynote speaker, Frank Donaldson, gave an inspiring workshop about relationship building. During his session, Frank made several references to the flying fish at Seattle's Pike Place Fish Market.

Those of you who have visited the Pike Place Fish Market understand what a branded experience is all about. For anyone wanting to learn more about that Pike Place Fish Market brand strategy, I encourage you to read When Fish Fly by Joseph Michelli, PhD. You will note that I have Dr. Michelli's most recent book, The Starbucks Experience listed under the books link on this site as required reading for brand champions.

Experiences like those at the Seattle Pike Place Fish Market and Starbucks are those that we can learn from when we are developing our brands and help us in our role as brand champions.