Brand Champions

Socially Responsible Brands in 2008

 

A few months ago I had the pleasure of presenting at the Academy of Marketing international conference on brand, identity and corporate reputation. At that time we identified seven emerging themes including corporate reputation and image, branding in higher education, branding in emerging markets, brand experience and stakeholders, brand and corporate social responsibility.

The keynote address was delivered by a senior brand executive from Coca-Cola who presented their international brand strategy and corporate social responsibility. It was fantastic. Like many trends, most organizations have undertaken a social responsibility initiative. Many are noble efforts that align with the organization's brand platform. While others appear to be quick fix solutions to gain public relations.

Which organization do you think had the most effective social responsibility strategy in 2008, and was the most effective in recruiting brand champions to support their initiative?

Brand Champion of the Day- Jill Cruickshank, President, Colorado American Marketing Association

 

Every Monday and Friday I highlight a person or organization that I believe understands what it means to be a brand champion. For her efforts as a forward-thinking leader and someone who goes to great lengths to champion the Colorado American Marketing Associationbrand, it is my pleasure to recognize Jill Cruickshank as the Brand Champion of the Day.

I first met Jill a few years ago at one of our association chapter events, and reconnected with her last summer shortly after she assumed the office of president. We shared ideas about enhancing the Colorado AMA brand. Since then Jill has done a tremendous job of leading the organization, and has an uncanny ability of recruiting and retaining brand champions for the organization.

The Colorado American Marketing Association delivers knowledge on emerging marketing trends and issues through integrated, strategic and tactical expertise. Colorado AMA connects you to the right people and information to thrive in your marketing career. People believe in the Colorado AMA because of its progressive thinking, collaborative community, compelling content and comprehensive resources. Jill Cruickshank is living proof!

I look forward to working with Jill in developing a sustainable brand for the Colorado AMA. Jill you are the Brand Champion of the Day!

The Luxury of Brand

 

A while back I was conversing with someone who had just got laid off from a job as in the jewelry business. The person informed me that because their business focused on a certain geographic region and their target audience was too narrow, there was no longer a market for the product. Unfortunately there was no longer a need for the person's position.

We hear these difficult stories all the time. That particular conversation provided the occasion for me to think about the whole luxury brand situation. Will the economic crisis eliminate many luxury brands? Will the crisis create a need to label previous luxury brands as super luxury brands? The gap between those who have the ability to pay for luxury brands and those who cannot will probably increase significantly.

I think the combination of the economic slide and the commitment to social responsibility will create a whole new category of brands, and provide the opportunity to recruit and retain a whole new level of brand champions. What do you think?

Brand Champions of the Day- Flight Attendants, Flight 1404

 

This week we have witnessed many airline challenges here in the United States. Yesterday it was reported that a plane skidded off of a runway in Chicago, two days ago passengers had to evacuate a plane in Seattle when de-icing chemicals found their way into the cabin. But, the most significant problem happened a few days ago here in Denver when Continental Airlines flight 1404 crashed shortly after takeoff.

Because I was not there, and because there has been very little reported about the cause, I am not going to go into any opinions on that topic. I did see the television interviews with passengers who were on the flight and who were calling from their mobile phones that night, and I have seen the photos from the charred remains of the plane. Based on those two experiences, I am amazed that no one lost their life.

Too often passengers think that flight attendants are sky hostesses paid to serve them food and drink. Perhaps because that is all passengers have seen flight attendants do or maybe because they are simply naive, most people do not realize that safety is a flight attendants primary responsibility. Because of their efficient and noble work on flight 1404, the Brand Champions of the Day are the flight attendants from that plane in Denver.

I am a champion of the flight attendant brand!

Holiday Brands

 

Like many of you, today I pause to think about the significance of the holidays. Whether you are a Christian celebrating Christmas today, Jewish celebrating Hanukkah this week, a member of the African community celebrating Kwanzaa tomorrow or someone of another heritage celebrating your holidays during the year, we all tend to interpret and apply the meaning of our holidays based on our backgrounds, families, geographic area of the world or faith. When times are good, often the holidays become commercialized and the focus is on gift-giving.

Yesterday I wrote about the world re-calibrating itself in light of the global economic crisis and how organizations are now going through an introspective process to discover or rediscover their core values, and will understand that their most valuable resource is their employees, their brand champions. I think the same might be happening with the holidays. Despite the misfortune that many retailers are experiencing, and I truly feel bad for them, the economic crisis might be a blessing in helping us all understand the true meaning of our respective holidays. Maybe we will all become stronger champions of a different kind of holiday brand.

What do you think? Happy Holidays!

Build Employee Trust Through Internal Branding

 

Paula Andruss writes a great story on internal branding in the December 15, 2008 edition of Marketing News published by the American Marketing Association. She says, " Empowering employees to 'live the brand' through internal branding programs--including training and incentives--not only helps extend the reach of the core message, but it also allows them to deliver superior service that results in word-of-mouth endorsements and customer loyalty."

I think Paula is spot on. I would add that from my experience, internal branding results in employee loyalty. While internal branding is still relatively new, I think more and more organizations are going to realize the value of engaging their employees in the brand development process. After all, don't we rely on our employees to be our brand champions and live our brand?

As the world economy re-calibrates itself and as organizations will increasingly be expected to do more with less, organizations will embrace internal branding as a strategic priority. Many are now going through an introspective process and rediscovering their most important asset, their employees. Others will have no other choice but abandon, at least temporarily, expensive traditional marketing tactics like advertising, and discover that by empowering their employees to live the brand, they create a sustainable brand.

What do you think?

Brand Champions on the Road

 

Last week I read a great story about college admissions counselors in The Chronicle for Higher Education. As a former admissions person, the article was quite relevant to me. I recalled the days of driving down many busy and empty roads, staying in so many hotel rooms that I forgot what city I was in and meeting tons of prospective students and families.

The story also reminded me of experiences as a consultant working with school admissions personnel. I am often asked to assess how closely aligned the story admission people tell is with their school's mission, vision, values and goals. For those schools that have developed a brand platform, the alignment is usually tight. For those schools that have not developed a brand platform, and rely on their admissions personnel to interpret and apply the mission, vision, values and goals on their own, there is usually a huge gap.

Does your organization provide a resource like a brand platform to help guide the communications and behavior of your marketing and sales team?  Or do you allow your brand champions to come up with their own story about your organization?

Brand Champion of the Day- Gretchen Bleiler

 

This week the Winter Dew Tour kicked off in one of my favorite towns, Breckenridge, Colorado. There were many events that you are familiar with, but the one I like best is the Superpipe. The women's winner was Gretchen Bleiler.

Maybe because I am from Colorado, but the older I get the more I enjoy watching winter sporting events like the Winter Dew Tour, Winter X Games and Winter Olympic Games. I enjoy more and more this brand of sport. Even though the athletes get paid quite well just like those in other sport, but somehow this seems more pure. Maybe it is the cold and snow.

For her efforts, and especially her patented front-side crippler, Gretchen Bleiler is the brand champion of the day!

Multi-Sensory Branding Smells

 

You know I am a big fan of multi-sensory branding, especially the strategies advocated by my good friend Martin Lindstrom. Many of us know that most organizations focus their brand development efforts on communications tools that we can see and hear. But, what we smell, taste and touch are more memorable. Anything we can do with those last three senses that aligns with our brand platform will probably enhance our brand.

However, I am not sure about the new multi-sensory brand strategy developed by Burger King. Apparently BK just launched a new men's body spray called Flame. It is described by the company as "the scent of seduction with a hint of flame-broiled meat.' Whether that is true or not, I don't think body spray is what most people associate with Burger King. I have been a fan of many of BK's non-traditional tactics, but this might be too much of a stretch. Is BK really going to recruit and retain brand champions via body spray?

What do you think?

Brand Champions of the Day- The Accolade, Saudi Arabia All-Girl Rock Band

 

A few days ago I was introduced to Saudi Arabia's first all-girl rock band. I heard them interviewed, and some sound clips from their music on NPR. The band does not perform in public, cannot participate in photo shoots and at least one member is not comfortable giving her name. But, as of yesterday, the band has a profile on Facebook with tons of fans. The concept fascinates me. Now that is a brand!

I also like the idea that they are apparently comfortable working and living within the Saudi guidelines for women. Forming an all-female rock band does not appear to be some type of protest against their culture. They love playing together and want to produce solid music. For their efforts and for understanding who they are and what they stand for, The Accolade are the Brand Champions of the Day!

What do you think?