Brand Champions

Brand Champion of the Year Finalists- Red Bull and Southwest Airlines

 

A while back I mentioned that this Friday is the one year anniversay of the brand champions blog. Over the past year every Monday and Friday I have recognized an individual, department or organization as the Brand Champion of the Day. In commemoration of the one year anniversary, this Friday I am going to recognize the Brand Champion of the Year.

Based upon the nominations that I received, the number of visitors that I received over the past year on Brand Champion of the Day postings and the qualities that I think represent a champion brand, two finalists have been chosen. These two brands do a magnificent job of aligning their internal culture with their external reputation, and understand how to bring their mission, vision and values to life.

The two finalists are Southwest Airlines and Red Bull. Let me know this week which of these two exemplary brands is deserving of recognition as the Brand Champion of the Year and I will post the winner on Friday. Red Bull or Southwest Airlines?

Global Brand Standards

 

This weekend I noticed that one of my hometown brands, Coors Light has had one its ads taken off the air in England. The Advertising Standards Authority of England ruled that a Coors Light television spot may make the product appealing to under-age drinkers. The Advertising Standards Authority code regulates against ads that are immature, adolescent, childish or use practical jokes. The Authority ruled that the Coors Light ad violated this code.

A few days ago I wrote about the United Kingdom and their progressive approach to brand development. To me this is another example of a different way of business, and one that could be considered as a global brand standard. We need to remember that just because a brand strategy such as advertising works in one geographic area, does not mean that it works in all.

What do you think about this ruling against Coors Light?

Family Guy Brand Champion

 

I just finished reading a great story about Family Guy creator Seth MacFarlane in the November 2008 issue of Fast Company. Anyone who has a sense of humor (maybe those who appreciate crude humor) and a remote control is probably familiar with this animated television show. It seems like it appears on about every 20 or so stations. If you are a fan then you probably have your favorite character, including Peter, Lois, Chris, Meg, Stewie, Brian or others. My favorite is Brian the dog.

What you might not know is that creator and voice of many of the Family Guy characters, Seth MacFarlane is now the highest paid writer-producer in the history of television. His recent deal with FOX put him over the top. His creativity and championing of the Family Guy brand makes him a true brand champion.

What do you think of this Family Guy?

Brand Champion of the Day- Red Bull

 

Last week when I was presenting to a group of college seniors as part of Brand Champion U, I asked the class to give an example of an organization that has an enterprise mind-set. A mind-set where all internal and external constituents understand what the brand stands for and how most everyone who engages in an experience with the brand becomes brand champions.

One of the students said, "Red Bull!' This organization is a perfect example of aligning an internal culture with an external reputation. From energy drinks to sponsorships, from an MLS team in New York to breath-taking events around the world, Red Bull understands who they are and what they stand for. Do you know that there is even a Red Bull University? When I discovered this, I really got jazzed. Check it out! 

For giving us wings, this Austrian-based (one of my all-time favorite spots to visit) company is the Brand Champion of the Day!

United Kingdom- Brand Champions

 

I don't know about you, but I think the United Kingdom are the leaders in the world of branding. Many of the progressive approaches to brand development, brand strategists and authors I resonate with are in the UK.

Of course there are brand thought leaders in most countries, but I think as a whole the United Kingdom understands how best to think of brand as a noun first and as a verb second. I also think that individuals and organizations in Australia, Canada, South Africa and many other European countries do this well too.

In my view, the UK are true brand champions. Which geographic area of the world do you think are the leading brand champions, and why? 

Social Media Enhances Brand

 

I am sure you are now familiar with the Great Schlep Campaign for candidate Obama. Young Jewish supporters of Senator Obama are going to battle ground states to help convince their grandparents to vote for the Democratic brand. If you go to YouTube you can learn more about this campaign and see in action the strategy of utilizing social media to enhance the brand.

During a client meeting today the topic of social media came up as a means of recruiting and retaining brand champions. More and more organizations have an understanding of social media sites like Facebook, YouTube and Wikipedia, but a good number are still unsure about how to utilize these concepts into their brand strategy, or how to create new ones.

If social media is not a part of your strategic plan, it needs to be. Aren't your brand champions your most important social network? How do you think your organization should make better use of social media to enhance your brand?

Brand Platform Aligns Brand Champions

 

Today I am facilitating a brand development session at a university in Colorado. The group is comprised of constituents including faculties, staff, students and alumni, and are engaged in a dialogue about a brand platform that best represents the organization.

I applaud organizations that understand the need to involve their stakeholder groups in the process of developing their brand. By doing so, the organization ensures that everyone will be on the same page and provide as many opportunities to recruit and retain brand champions.

I argue that a brand platform also provides an effective means for increasing word of mouth marketing. If we are all telling our story in an accurate, authentic, concise and consistent manner then everyone we talk to can be more effective in our telling our story to others. All brand champions will be in alignment! 

Brand Champion of the Day- Kit Carson School District

 

There are 300 people who live in Kit Carson, Colorado. According to the Denver Post, this rural community has made music education a priority for K-12 schools. Recently voters approved giving the school district an additional $2,000 per student in order to attract top-flight teachers for the program.

Students K-5 have the arts as a regular part of their school day. As a former arts administrator and now a professional who works with artists and designers all the time, this is music to my ears. There are numerous studies that show how proficiency in the arts determines and enhances the same in other subject areas.

For their contribution to developing brand champions for the arts, Kit Carson School District is the Brand Champion of the Day!

Political Ads Insult the Intelligence of Brand Champions, And Everyone Else!

 

This morning I was working out in my gym as I do most days. During the hour that I am there I try to stay informed by watching CNN, CNBC and other channels. Depending upon what apparatus I am on at the time, as soon as I even sense a political ad coming on, I immediately switch channels. When are the people responsible for creating, buying ad space and supporting these ads going to learn that everybody can't stand them?

If, like those for most organizations, these political ads increased awareness or stood for something then perhaps they could be tolerated. But, when they simply insult our intelligence by attacking the other candidate, then they should be stopped. Can you imagine for example if school A ran an ad attacking school B for some nonsense? The government or FCC would come in and try to stop it.

I would like to see the next presidential campaign run like a true brand campaign. Know what your name stands for and stick to the message, and not be allowed to run any negative political campaigns. Besides, those of us who are brand professionals have a hard enough time helping people understand that branding is not advertising, without politicians reinforcing people's skepticism! 

I'm Rex Whisman and I approve of this message!

Brand Champions Dialogue

 

I had the opportunity to meet with a group of college senior design majors at a local college this week. We had a fantastic dialgoue about the brand development process and how it applies at an industry, organization and individual level. The session was part of my organization's Brand Champion U speaker series.

The group I met with was comprised of talented people who will soon be in job search mode. I hope I provided some insight into the need to create a personal brand, just like organizations do, and how important it is to have their own mission statement, vision statement, core values and goals. The more they than can drill down to the essence of who they are, the better equipped they will be to align themselves with the right job fit.

I wish all of those who I met with the best of luck. Go brand champions!