Brand Champions

Brand Champion of the Day- Eddie Bauer

The first American to reach the summit of Mount Everest, Jim Whittaker, was outfitted in 1963 by Eddie Bauer. Since then, Eddie Bauer transformed itself from an outdoor-clothing retailer for men to a casual-clothing retailer for men and women. Along the way it lost its identity.

Now comes word that Eddie Bauer has rediscovered its roots. Last week, it was announced that Whittaker will serve as spokesperson for the brand as it makes the transition back to an outdoor brand. CEO, Neil Fiske, said, "Somebody like Jim is an icon and a legend. Those legends are timeless and appeal across generations. There is so much richness in this history, it's like a gold mine for a brand."

Most organizations at one time or another forget their past, and their core values, especially in hard economic times like today. It is great to hear that Eddie Bauer has taken time to understand that it is important to honor their history and traditions, while at the same time, placing themselves in a modern context. For that, Eddie Bauer is the Brand Champion of the Day.

Cleaning Up Brand Italy

Did you see where the new Italian Prime Minister has made cleaning up trash in Italy, especially in Napoli, a priority? The trash problem in Napoli has created an image problem for Italy at home and abroad. As the prime minister said, Italy is a western nation and the image of the west is clean countries.

Incinerators, recycling, and other strategies are included in the new clean up plan to enhance the image and reputation of Italy. I think Italy is the travel destination for most of the people I talk to. However, while some grunge is expected and liked by more than one would expect, many have mentioned frustration with the trash build up over the past few years. It will be interesting to see how this new clean image plays out.

What do  you think of this approach to clean up the brand?  

Blogging Industry to Replace Logging Industry?

As I mentioned a few days ago, I just returned from a great conference in Chicago, where I presented on the topic of converging web and brand initiatives for colleges and universities. On my flight back home, I read an interesting article in the Frontier Airlines magazine on blogging. The article focused on how blogs can enhance career development.

Not only can blogs improve writing skills, but as we know, blogs are great for search engine optimization. In other words, you are likely to come up on Google searches as a blogger much more than those who do not. This presence can pay dividends for those who are on the job hunt or looking to position themselves as experts in their fields.

With the emergence of blogs as an increasingly credible source for information, combined with the decline of printed news, will the blogging industry replace the logging industry?

Brand Champions of the Day- Abilene Christian University

As I mentioned yesterday, two days ago, I presented at the Noel-Levitz national conference on student recruitment and marketing. My topic focused on the convergence of brand and technology, and the role brand champions like admissions personnel play to ensure their colleges and universities develop sustainable brands and effectively utilize technology to bring their brands to life. One of the institutions that I highlighted during my presentation is Abilene Christian University.

ACU is a recognized leader in mobile learning, and recently established the Mobile Learning Fellowship. On the ACU web site, George Saltsman, who is the director of the Adams Center for Learning and Teaching says, "Each of the researchers will look into effectiveness data related to teaching, learning or early adoption of the Apple iPhone and iPod touch in the classroom." 

Kevin Roberts, who is the ACU chief information officer, says, "We are embracing a culture change that already exists in higher education. More than 98 percent of our students arrive on campus with cell phones already. Abilene Christian will lead the change in the integration of a tool that students already feel comfortable with to enhance their education."

I featured Apple as the Brand Champion of the Day this past Monday, so it makes perfect sense to recognize Abilene Christian University today. For their forward thinking initiative, and embracing culture change on their campus, Abilene Christian University are the Brand Champions of the Day.

What do you think of the ACU mobile learning initiative?   

Brand Champions Meet in Chicago

 

Yesterday, I had the pleasure of presenting at the Noel-Levitz national conference on student recruitment and marketing. My topic centered on the importance of brand and technology convergence, and the vital role admissions personnel play to ensure that happens on campuses around the world. A brand, what your school stands for, and your technology, a means of making the experience actionable and memorable, are two criteria towards brand sustainability.

The attendees contributed greatly to the discussion, and I appreciate their attendance. I hope I provided a few golden nuggets that they can now take back to their home campuses and make a difference in their school's brand and technology development efforts.

While I was not in town for an extended period of time, I was there long enough to get my annual Chicago fix. What a great city to visit. It looks like I will be back again in October and November to present at two other conferences. I look forward to returning to one of my favorite cities to present on my favorite topic, branding!

Your Brand Online

Does your brand have an online presence, and does it align with your personal or organizational brand platform? I am amazed at how many people do not know the answer to that question. Whenever you apply for a job, schedule an appointment with a prospective client or donor, most likely the people you are about to engage with are going to Google you in advance of meeting you in person. What they find out about you onlinewill often dictate how far the relationship will go. 

Your online presence needs to be a regular part of your brand strategy. If you have not recently done so, you should. Hopefully the results with be what you want. If not, you have some work to do. Today, I am going to discuss this and other related topics with a group of higher education professionals. We will engage in a dialogue about the importance of an online college or university brand story.

Go to Facebook.com and type in branding guru. What did you find? 

Overstock.com Brand Splits Hair

Overstock.com Inc. has decided to no longer sell fur on its web site. CEO Patrick Byrne said, "The more we heard about the fur industry, the more we thought we didn't want anything to do with it." I do not now all the details surrounding this decision, but I guess it has something to do with the ethical treatment of animals. Overstock.com must have thought that selling furs no longer aligns with their core values, and those of their brand champions. Good for Overstock.com. 

I do not claim to be an expert on the fur industry, but I too believe in the ethical treatment of animals, and I would look ridiculous with a fur on. Whatever the reasons for Overstock.coms' decision to no longer sell furs, the important thing here for me is that they are standing up for what they believe in and are making a statement for what their brand stands for.

How does your organization put a stake in the ground to demonstrate to your brand champions what it stands for? 

Brand Champion of the Day- Apple

As a PC person, it is not always top of mind for me to devote as much of this space as I should to Apple. When I present, of course, Apple is one of the best practices often cited as understanding its brand, and its legions of brand champions. That success was evident last Friday with the launch of the new iPhone G3. I live in an area that has a number of coffee shops so I frequently start my day at one of them. Reading the newspaper (I still do) with a bagel and beverage gets me going.

One of my favorite spots is close to an Apple store and an AT&T store. Last Friday both spots had huge lines of Apple brandiacs waiting to purchase the latest iPhone. Much to the surprise of those who waited in line, their phone had problems working because of Apple server problems. I was surprised to read that many of these people took it in stride and were sympathetic to the situation. Now that is a brand champion. On Saturday I walked by the same stores, and again people were camped out waiting to get in, even after the previous day's problems. Now that is really a brand champion.

Although I am sure I will always be a PC guy, I respect Apple and those who love them. Steve Jobs is even an occassional hero. Despite some glitches in launching the new iPhone, brand champions remain. For that, Apple is the Brand Champion of the Day. Are you an Apple brand champion? 

Happy Brands

 

I see that Business Week magazine has ranked the happiest places in the world. This space is often devoted to nation branding, so that piece caught my attention. According to Business Week, the top five happiest countries are Denmark, Switzerland, Austria, Iceland and Bahamas. Some of the factors that determined this lofty position included the county population, life expectancy and GDP per capita. I have been to three of the top five, and I know I was happy just visiting.

A case could also be made that these are the hippest places to live too. If we consider history, art, fashion, education, technology and transportation, I think at least some of these qualify. Maybe there is a correlation between being hip and being happy. Certainly these qualities help determine what a nation stands for. It is not always about the politics. Or maybe it is. Look at the top five again.

What do you think are the most happy nation brands?

Brand Personality

 

I just added Personality Not Included by Rohit Bhargava to my recommended reading list. I found relevance for this book on many levels. First of all, I am working with a couple of organizations right now to help them discover or rediscover their personalities. So, that is an obvious reason. I also think the author does a credible job of explaining the application of his theories.

Bhargava defines brand personality as uniqueness + authenticity + talk ability, and then discusses how an organization can acquire those components. He believes an organization can become unique by finding uncontested space, positioning and thinking outside its region. An organization can be authentic by defining its credible heritage, demonstrating passion and belief, fostering individuals rather than people and having motives beyond profit. An organization can be talk able by offering something of value and limits, having a hook to share and getting out of the way. No arguments here.

What do you think of the book?