Brand Champions

Stanford University Brand

Last week I read in The Chronicle of Higher Education and saw on CNN stories about Stanford University's plans to drop tuition for some students. Last week I posted some thoughts about a similar decision by Wal-Mart to drops prices. That is where the similarity ends, or does it?

Wal-Mart has positioned itself for years as the low price leader in its category. On the other hand, Stanford has had a reputation of being an expensive university. However, no matter their price tag, both have been known as a value for their respective audiences. While, I believe Stanford's decision is a noble one, and it should provide funding for those that can't afford it, I wonder what this decision will have on the Stanford University Brand.

What do you think about Stanford's decision to use endowment funds to help families in need?

Brand Champion of the Day- Bernd H. Schmitt, Professor, Columbia University

Today, the Brand Champion of the Day is Bernd H. Schmitt, the Robert D. Calkins Professor of International Business at Columbia Business School, Columbia University. I was first introduced to the work of Professor Schmitt when I met his colleague, David Rogers, at a branding conference in Chicago a few years ago. Professor Schmitt is the executive director, and Mr. Rogers is the director, of the Center on Global Brand Leadership at Columbia. Professor Schmitt is one of the world's foremost authorities on branding, so we are fortunate to have him share some thoughts with us today.

For those of you who are visitors to this blog and those who have attended my presentations, you are aware that I recommend you visit the Center website and read Professor Schmitt's most recent book, Big Think Strategy. In the book, Schmitt says, "You will see how to lead and build organizational structures that sustain what I call Big Think." In terms of what this means to brand champions, Schmitt suggests, "Brand Champions are responsible for leading and building structures that support their organization's brand strategy. Brand Champions must think big and help others understand a Big Think Strategy."

Schmitt's book provides instructions to brand champions for completing the steps necessary for building sustainable brands. To learn more about Professor Schmitt's Big Think Strategy I encourage you to visit his website. I want to thank Professor Schmitt for sharing his insights with us and agreeing to be the Brand Champion of the Day.

Who do you recommend as the next Brand Champion of the Day, and what are your thoughts about Big Think Strategy?

This Brand Crocs!

Last week I read that Crocs had fourth quarter profits rising by 84 percent from the year before. No matter what type of organization we work for, we can all learn from the success of the Crocs brand. Wouldn't we all want passionate brand champions like the ones around the world that are ambassadors for Crocs?

I can remember checking into my hotel in Sydney about two years ago and going for a walk around Cockle Bay. The first business I walked past had Crocs! Last summer the same thing happened shortly after checking into my hotel in Zurich and going for a walk down the Limmat River. The first person I saw was wearing Crocs!

A few weeks ago, Crocs owners were seen on the Celebrity Apprentice giving direction for the two teams to develop a campaign for their recycled footwear donation program. I can't seem to get away from them. I'm jealous!

Don't you love how Crocs just keep piling up? 

Low Price or High Price: Brand Enhancement or Brand Dilution?

Last week I read that Wal-Mart's fourth quarter recorded a healthy profit. Many point to the fact that during the holiday season Wal-Mart lowered prices on many food and household items. Since their identity is associated with lower prices, that appears to be a sound strategy that aligns with their values.

Also, last week I read in the Denver Post that Southwest Airlines and JetBlue both have adopted strategies to attract business travelers, in response to the fear that they will lose leisure travelers, and they need to counter increasing fuel costs. Not to the degree that Wal-Mart professes to be the low price leader in their category, but Southwest and JetBlue are known as discount carriers. Will their brand champions support these moves, and does attracting business travelers enhance or dilute their brands?

I see that many colleges and universities are now flattening or lowering their tuition costs, and in some cases giving away free tuition. Can this be a sustainable brand strategy or does it appear to be a quick fix to drive enrollment and get publicity?

Brand Champions of the Day- Office of Catholic Schools

Today I want to recognize an entire department as Brand Champions of the Day. For the past three years I have had the pleasure of working with the Office of Catholic Schools in the Archdiocese of Denver to develop a brand strategy for their system of schools. From the Superintendent, Richard Thompson to the Associate Superintendent, Sr. Elizabeth Youngs, the Director of Special Programs, Barbara Anglada and all support staff, I want to commend them for a branding initiative second to none.

As their team says, "There is no silver bullet or pixie dust that will create some magical result. A brand is sustainable by engaging everyone in the brand development and implementation process." Like other businesses, their schools recognize the need to differentiate themselves in order to compete. If any of you are going to be attending the National Catholic Educational Association Annual Conference in Indianapolis this spring, I encourage you to attend my presentation, along with Superintendent Thompson on March 26 at 10:15 am and hear about our work.

Who do you recommend as the next Brand Champion of the Day?

Fashion Brand Goes Green

Last week I read in Brandweek that John Deere will launch a new line of jeans. For years machinery manufacturer giant, Caterpillar has successfully sold multiple lines of apparel. In fact, for many young people, CAT is associated more with its boots, than they are for their heavy equipment.

We all wear merchandise representing our favorite sport teams and our alma mater (Go RAMS!). For colleges, universities and national football teams, apparel is a logical extension of their brands. I assume the same can be said for John Deere. If I am a farmer, and a loyal purchaser of John Deere tractors, I guess it makes sense that I would want to wear a John Deere pair of jeans or a John Deere jean jacket.

What type of merchandise does your organization sell, and does it align with your image and reputation, or does it just look cool?

Brand Nation

Yesterday, I shared some thoughts about the impact a country's leader has on the identity of a nation. No matter who wins the fall election, the next US President will have a major role in determining the image of the US.

This week I first learned on CNN that another world leader, Fidel Castro, resigned as the political head of Cuba. Castro has led his country in five decades, outlasted nine US Presidents and is the only leader I have been aware of in Cuba in my lifetime. No matter where one stands on Castro's politics, he is probably the most well known leader of any country. He has certainly been Cuba's brand champion.

It will be interesting to see how Cuba's image and reputation change with new leadership. Can your organization sustain itself when your leadership changes?

US President Brand

This past Monday, the United States of America celebrated the President's Day holiday. For most Americans it was simply a day off from work and a chance to go shopping. The furniture, carpet, automobile and other sales have given people little time to celebrate US presidents. Not to mention, many around the world think the reputation of the US President brand is in limbo.

When I was growing up we did not have a President's Day holiday. We honored President's Abraham Lincoln and George Washington during the month of February because they were born this month and were great leaders. Call me old school, but today I am going to go back to celebrating George Washington's birthday. If my math is correct, today is the 266th anniversary of his birth. Mr. Washington was not only the first US president, but one of the world's first brand champions.

With the upcoming election for a new president, do you think there is an opportunity to reinvigorate the US President brand and restore the dignity we associate George Washington and others with the position?

Brand Champion of the Day- Jeffrey Black, Principal, Black Sheep Reputations

The Brand Champion of the Day is Jeffrey T. Black, principal of Black Sheep Reputations. I was introduced to Jeffrey from his brother Jim. I was intrigued to learn from Jim that Jeffrey provides reputation coaching for organizations. For example, he helps employees stay on-brand when they are being interviewed by the media. Today, Jeffrey shares his thoughts about being a brand champion.

"My company is called "Black Sheep" because I almost got cut out of my father's will for not going in the family business--owning GM car dealerships. Thankfully, Momma got me back in! My company motto is "Stand Out From the Herd," and that's really my brand as a communication coach and consultant. I want my clients, which include top corporate executives from 10 countries, and numerous NASCAR racing drivers and their crew chiefs, primarily from Hendrick Motorsports, to "stand out" from others. It gives me a great sense of pride when I watch one of my Hendrick clients being interviewed on FOX Sports or ESPN incorporate my strategies for successful communication," says Jeffrey.

Jeffrey goes on to say, "Several years ago I thought about renaming and thus, rebranding, my company name because I thought "Black Sheep" might be considered "too cute." I ran the idea by several clients who said I would be crazy for doing so. The general theme from them was: "We know you as the Black Sheep. Your name and work stand out from others. Why would you diminish your brand?" That was all I needed to hear. Black Sheep is here to stay."

I think Jeffrey offers up sound advice in terms of naming. Often organizations think that changing their name is the appropriate strategy to rebranding. Just like Jeffrey did, we need to periodically check the equity in our brand before we decide to rename. Thanks Jeffrey!

Who do you recommend as the next Brand Champion of the Day?

Numero UNO Brand

As you know, the dog with the incredible face, Uno the beagle, last week took "Best in Show" at the Westminster Kennel Club Dog Show. It was the first time a beagle became the grand champion, or as I like to call him, "brand champion." He is now the face of the beagle brand.

Just like every time Disney re-releases 101 Dalmatians, every kid wants a Dalmatian, I assume the same is happening now with beagles. The American Kennel Club describes the beagles brand attributes as genial temperament, appealing small size and irresistible pleading expression. Skip Herendeen, and American Kennel Club judge says, "Uno is probably the most perfect beagle specimen," he has ever seen.

Congratulations Uno! What is your favorite dog brand, and what are their brand attributes?