Brand Champion of the Day- Kristen Fusco, Field Marketing Manager, H&R Block

Those of you who are regularly visitors to the Brand Champions blog know that on Mondays and Fridays I feature someone or some organization that understands what it means to be a brand champion. Those passionate individuals who are evangelists for the organization that they work for, and those organizations that engage their stakeholders in the brand building process. Those people and places who understand that a sustainable brand is based on mission and core values.

Earlier this summer I had the pleasure of meeting Kristen Fusco, field marketing manager for H&R Block. Kristen and I both serve on the board of the Colorado Chapter of the American Marketing Association. From our conversations I realized that we were kindred spirits in terms of brand. Kristen shared with me the brand building work that her organization, a trusted name and familiar to most, H&R Block was involved with, so I asked her to share their story with you today.

Transforming a Brand from the Inside Out

 

"It’s such an exciting time to be a part of H&R Block! We’re renovating our brand, tearing down the walls, facing brutal truths and growing in a direction where we become one brand with one vision and one goal. Strengthening our brand requires some out-of-the-box thinking, and that can be a little scary. In fact, I’m still adapting to this new way of thinking about our business. 

 

"Dan Brown, author of The Da Vinci Code, hangs upside down to cure his writer’s block. 'Hanging upside down seems to help me solve plot challenges by shifting my entire perspective,' he says in an interview with Mirror.co.uk.  I love this! Brand strengthening, too, requires a change in perspective and a different way of doing things inside the organization. 

 

"For example, H&R Block is starting with internal, not external marketing. We’re changing the way we train our associates, so the people who touch our clients every day can fully and accurately represent the brand with pride.  It takes employee pride to change a brand.  Larry Light and Joan Kiddon, co-authors of Six Rules for Brand Revitalization: Learn How Companies Like McDonald's Can Re-Energize Their Brands, say it best. 'Pride is bigger than just being satisfied with your job. Proud employees are engaged in their work: They are committed to helping inside and outside the company walls.'  When someone experiences pride, they automatically feel better about themselves. To be a part of a company that puts employees first and holds them in high regard is very cool. 

 

"However, reshaping a brand can be uncomfortable. It takes personal responsibility and commitment; being honest; and holding yourself and others accountable for actions. It takes the dysfunction – or most of it – out of the organization, but to get there is like having a heavy duty intervention with yourself and those close to you.  I love what Gina Sebree, an H&R Block learning and development manager says.'Being accountable is more than just taking responsibility - it's a way of thinking that can lead to great professional and personal achievements.' 

 

"Rejuvenating a brand doesn’t happen overnight.  It takes time, nourishment, teamwork and commitment. It requires taking a good look in the mirror and challenging old habits, opinions and thoughts. However, companies do it all the time and it is so exciting to see….but mostly exciting to be a part of something so big and transformational!

 

"You can become a fan of H&R Block by going to www.facebook.com/hrblock or follow us on Twitter at

http://twitter.com/hrblock.  H&R Block is also hiring!  Find out more at www.hrblock.com"

 

Kristin Fusco is a Regional Marketing Manager for H&R Block. She lives in Denver, but travels extensively, helping local offices improve the H&R Block brand within the community.



Kristen thank you so much for taking time out of your busy schedule to share with us the H&R Block brand story. For your efforts and those of your company, you are the Brand Champion of the Day!

Rex Whisman
Brand Champions Blog

 

 

Comments

[Sally Mayberry]

How refreshing to hear that a company like H&R Block "get's it" when it comes to branding. Anything worth while takes hard work and investment of time. Good luck on the continued transformation and thank you for sharing your brand story.

[Rex Whisman]

Sally thanks for weighing in. It is great to hear from a brand champion!