Brand Champions

Brand Champion of the Day- Nelson Mandela

The Brand Champion of the Day is Nelson Mandela. Last week artists from around the world helped Mr. Mandela celebrate his upcoming 90th birthday. From London's Hyde Park, the former president of South Africa was recognized for his accomplishments. Today, Mr. Mandela is recognized here as the brand champion for freedom. Speaking to the crowd in London, Mr. Mandela said, "Where human beings are being oppressed, there is more work to be done. Our work is for freedom for all."

Today, Mr. Mandela is the Brand Champion of the Day. On July 18, Mr. Mandela turns 90, his legacy will live on well beyond.

Leader of the Brand

A few days ago I wrote about brand leaders, and discussed the need for most organizations to develop identities that are beyond those of their leaders. We discussed a few exceptions like Donald Trump and Richard Branson. What would Trump or Virgin be without them?

I missed an obvious person when I wrote on this subject last week. Bill Gates and Microsoft have been one in the eyes of most. Now comes word that Mr. Gates will step aside from Microsoft and focus his attention on the Bill and Melinda Gates Foundation, the world's largest philanthropic institution. Good for him, bad for Microsoft?

Here is a good test case for my theory about brand leadership. How will the decision by Bill Gates affect the image and reputation of Microsoft?

Word-of-Mouth Enhance Your Brand

For those who know me, I am a strong advocate of building your brand through word of mouth marketing, via an effective verbal identity. I argue that there are more conversations that take place on a daily basis about your brand, than the number of web hits and other means of communications with your audience. Or at least I hope so.

Last week on a plane trip to Philadelphia, I read the latest issue of Marketing News, a journal of the American Marketing Association. I read that marketers in the UK now face criminal penalties if they spread positive "feedback" about their brands online without clearly stating how the feedback was generated. It will be a criminal offense to create viral ads, use brand ambassadors or blog while "falsely representing oneself as a consumer." Independent bloggers must also disclose whether they have received money to post information about a product.

I am not sure I agree with making this a criminal act. I think the self-policing of these kinds of actions can also work. If someone is not being honest or transparent, people will find out and simply quit supporting them. What do you think?

Brand Champions of the Day- Fresno State University Bulldogs Baseball Team

It is my pleasure to announce that today's brand champions of the day is the Fresno State UniversityBulldogs baseball team. The FSU team won the College World Series last Wednesday night. Baseball does not get enough recognition at the college level. That is because it does not bring in the revenue that sports like football and basketball do. But, I am going to give FSU their just rewards today.

Wednesday evening I was making a cross country trip from Philadelphia to Denver, and had the pleasure of watching the game during my flight. Just as we landed, FSU made the final out and sealed the deal. As you might know, the Bulldogs started the year losing 12 of their first 20 games. But, ended as top dogs. For that they are the Brand Champions of the Day.

Did you see the game?

Brand Leadership

My work affords me the opportunity to meet with the CEO of the organizations that I work with. These experiences are often the most rewarding times during our brand building sessions. I am always so impressed with these individuals and the commitment they have to their organizations. Because of the gifts that these people bring to the table, the identity of their organization is closely tied to them.

But, no matter how much an organization benefits from its leadership, and how easy it is to allow the identity of the CEO to determine the identity of our organization, we must caution against the identity of our organization being too tied. What happens when the top person leaves, or when an issue arises that the leader gets blamed for? Or when the leadership and our organization simply are not in alignment?

Of course there are exceptions. Richard Branson from the Virgin Group and Donald Trump from Trump are two leaders who are the brand identity of their organizations. Who else comes to mind for you? 

Educational Branding

When people ask me what I do, I inform them that I am a brand consultant, and that most of my clients are in education. Those asking are often surprised to learn that brand development found its way into education. It is always interesting to discover that most people don't equate schools and school systems with business. Perhaps that is because their associations with schools is the place they went to school, or the place that their sons or daughters go to school.

But, just like all other industries, schools too must develop authentic brands in order to attract the right students, faculty, staff, donors and other friends. If not, they will not be able to compete. So, while you might not want to think of your school as a business, it is. When you are able to think about your alma mater, your son's elementary school, the school in your neighborhood and others, like you do your own business, you will find that school is able to be the school you want it to be. You can then be more effective in becoming your school's brand champion.

Does your school have a brand strategy?

Sevice Brands vs. Product Brands

I just read an interesting article on brandchannel.com entitled, Advertising is Dead, Long Live Packagingby Ted Mininni. For the most part, I agree with the authors assessment, especially in terms of product brands. But, what about service brands?

Most of my clients are in service industries, but "package" their brands as if they were in product categories. Rather than developing a corporate brand where the organization's culture is aligned with the brands values, many service organizations attempt to develop their brands by devoting most, if not all, of their marketing resources to advertising campaigns. When this happens not only will advertising begin to die, the organization can too.

Is your brand aligned appropriately with a product approach to branding or a corporate approach to branding?

Brand Champion of the Day- Mike Dunafon, City of Glendale, CO

Glendale, Colorado is just a few blocks away from my home in Denver. Thanks to the efforts of City Councilman, Mike Dunafon, and others, Glendale is now home to Infinity Park, one of the world's largest rugby stadiums. In an attempt to re-brand the city of Glendale, Dunafon has brought rugby to our area. For that, Mike Dunafon is the Brand Champion of the Day.

I first became interested in rugby a few years ago when I was invited to Sydney, Australia, where I delivered a keynote address on educational branding. While there, I had an opportunity to watch "The Match' between Australia and New Zealand. I have been a fan ever since.

In the Rocky Mountain News, Dunafon said, "I just get excited about something if if seems fun and meaningful." I think Infinity Park has meaning for our area, and it is fun to recognize Mike as the Brand Champion of the Day.

Brand Star

A few weeks ago I wrote about the proposed merger of United and Continental Airlines. While a formal partnership or take over does not appear to be happening, the two carriers have reached an agreement on a "cooperation plan." At least that is what my email from United is calling it.

The plan calls for the two airlines to share frequent flier programs, ticketing, airport lounges and other common ground. Continental Airlines will also become a member of the Star Alliance. I think this makes good sense. In fact, it seems to be a logical decision during what often seems to be illogical times.

This decision also got me to think about the Star Alliance brand. Would it make sense for the group of airlines to more actively position themselves as a group under the Star Alliance brand, rather than always positioning themselves as independent, often competing with one another. What do you think?

Brand Stand

What does your brand stand for? The answer to that question can be a key to your success. I am not sure  organizations ask themselves that question enough. I am sure that organizations do not ask their employees and their customers that question enough.

Understanding who you are and how closely aligned your view of yourself is with those of others can determine if you are delivering on your brand promise. What you stand for should be at the core of your organization. Most organizations develop their core values, but for a variety of reasons do not bring those to life.

What does your organization stand for? Do all employees and customers agree that is what you stand for?