Brand Champions

Including All Constituencies in the Brand Development Process Results in Success

I know that it sounds like I am stating the obvious, but very few organizations understand or demonstrate the value of this important concept. Some organizations have intentions of including representatives from all of their external and internal stakeholder groups, but do not ever get around to it. Other organizations do not even consider this an option.

There are a few organizations who believe that including all constituencies in the brand development process will result in their intended outcomes being met or surpassed. Over the past two days a colleague of mine and I have had the pleasure of returning to one of our favorite campuses where we have engaged stakeholders from Manhattan College, Biship Loughlin Memorial High School and Christian Brothers Academy Lincroft as part of national brand initiative to connect secondary schools and colleges/universities with an overarching brand strategy.

We have met with senior administrators, faculty, students, staff, parents, alumni and others. They have shared their experiences and recommendations for building a sustainable brand. Without their input and the opportunitity for them to be a part of the process the project would derail or never seem the implementation stage. This process is also known as recruiting and retaining brand champions.

Rex Whisman

BrandED Consultants Group

Brand Champion of the Day-Travel Size Toiletries

Ok so this might be a stretch, but for those of us who travel extensively for business or pleasure, this is a critical part of our lives. Having an effective set of travel size toiletries is essential to making or breaking our trip. When we pack we want to take up the smallest amount of space possible with our needed items. When we use them we want them to work correctly and replace our experience at home. There is nothing more frustrating than a toothbrush that breaks or a can of shaving creme that has foam come out in dripping fashion.

I have come to rely on, become a brand champion if you will, small products like Gillette Foamy, Mennen Speed Stick, Crest Toothpaste and Purell Hand Sanitizer. Little did I know that one day I would be blogging about those tiny products that I take for granted every time I pack. But without them I would not be refreshed after a sleepless night in a hotel or a long flight across country. Thanks little buddies!

For all you do, Travel Size Toiletries, you are the Brand Champion of the Day!

Rex Whisman

BrandED Consultants Group

Big Apple Brand, Just What the Doctor Ordered

 

As the old saying goes, an apple a day keeps the doctor away. I don't eat an apple everyday, but I do eat many apples. Each time I do I think about the biggest apple of them all. No not Apple, the technology giant. Although I am a champion of that brand. I think about New York City. Today I am in the Big Apple and just like every other time I have had the pleasure to visit, I am excited about being here.

For the next two days a colleague of mine and I will be facilitating brand development sessions at Manhattan College as part of a national education brand project to connect education organizations, Pre-K through higher education. We look forward to the chance to engage senior administrators, faculty, staff, students, parents, alumni and other constituencies in the process.

I never get tired of working with education brands who get it, and I never get tired of being in the Big Apple. Two days of being a brand champion!

Rex Whisman

BrandED Consultants Group

Brotherly Love Brand

Today a colleague of mine and I are headed to Philadelphia, the City of Brotherly Love. We take that tag very seriously. First of all, it is our home away from home. We have had the fortune of working with La Salle University for the past two years in helping guide their education brand development efforts and have spent a great deal of time of campus with great people.

Secondly, La Salle University is one of six De La Salle Christian Brothers institutions of higher learning in the United States.We love Philly and we love working with La Salle University and the Brothers. We look forward to meetings here this week. It is so refreshing to work with clients who understand the value of mission, guiding principles and stakeholder engagement.

Even in the 21st century and a bad economy some organizations still have not figured out why they need to focus on purpose and core values. Not here in the City of Brotherly Love and the City of Brand Champions!

Rex Whisman

BrandED Consultants Group

Brand Champions of the Day-Colorado Rapids

The State of Colorado finally has another sport champion. This time it is for a sport that is gaining more respect and support in the States, football, I mean soccer (ok I am American so I best use the term we and the Aussies embrace). Our Denver Broncos have won two American football championships in the National Football League and our Colorado Avalanche have won won two North American hockey championships in the National Hockey League. Now our Colorado Rapids are champions of Major League Soccer.

While MLS might not be considerd major league by World Cup, Premier League or other international standards (and I agree), it is the best we have now, and we should be proud that the sport is growing in popularity. Yes, we might be the equivalent of AA or AAA baseball at best, but we are trying. The championship by our Rapids will go a long way in garnering continued support for the World's sport. I think slowly but surely America's version of international football is on the rise and one day we will win the World Cup. We will have brand champions around the world like the Germans, English, Italians, Dutch and others do now.

In the meantime, Colorado Rapids, you are the Brand Champions of the Day!

Rex Whisman

BrandED Consultants Group

Students Champion Education Brands

As a former teacher, admissions and marketing professional for many schools I understand first hand how important students are to an education brand. That concept is validated over and over when my organization engages students in the brand development process for our clients. Whether it be a Pre-K through 12 school system, a college or university, students are key champions for an education brand.

Earlier this week a collegaue of mine and I met with one of our clients, a principal of an elementary school. The meeting was the first time we had visited this particular school. As we always do when we go to a campus the first time, we like to get a tour. That experience helps us to better understand how prospective parents, donors or others will think about the school when they visit for the first time.

In each classoom and the gym that we visited, a student greeter welcomed us to the school. I have been a part of education since I was in kindergarten many, many years ago. As a student, teacher, marketer or brand consultant, this was the first time that I experienced a second grader introducing themselves and welcoming us to her school. Wow, talk about the ability to recruit and retain other brand champions. Thank you Principal Roberts, nice job at Annunication Grade School in Denver.

Rex Whisman

BrandED Consultants Group

Airlines Make Use of Multi-Sensory Branding in the Sky

Many airlines have successfully made a name for themselves through their efforts of multi-sensory branding. Singapore Airlines created a scent for their brand so that everytime one comes in contact with the scent, the smell is associated with the brand. A scent that represents Singapore. Midwest Airlines, now a part of Frontier Airlines bakes chocolate chip cookies during flights so that the next time you smell or taste a chocolate chip cookie you will think of them.

This past weekend I flew Delta Airlines (unfortunately Southwest Airlines does not fly to Cincinnati) to and from my hometown. On both legs of the flight I was surprised to see the pretzel package advertising yesterday's Brand Champion of the Day, Hilton Garden Inn. Above is an image I shot on my smartphone during flight. Is their thinking that the next time I eat a pretzel (sorry but I only do so on planes) that I will think about the HGI brand? Does Delta want me to remember them? A descent flight, but my favorite brand in the sky is SWA.

No matter the tactics or the outcome of these experiences, all brands need to think about the five senses as part of their brand strategy. What we smell, taste and touch is more memorable than what we see or hear. However, what we see and hear comprises an about 80 percent of marketing and communications for brands. No wonder we forget about most brands. Whether you are on land, sea or in the sky, multi-sensory branding is a key to recruiting and retaining brand champions.

Rex Whisman

BrandED Consultants Group

 

 

Brand Champion of the Day-Hilton Garden Inn

I travel a lot. For anyone else who has that experience you know how important it is to stay in a hotel that understands the business traveler. While there are many that do, most do not. One that does is a recent find for me. Hilton Garden Inn, a member of the Hilton Family of Hotels.

Easy checkin, easy check out, comfortable beds, flat screen television, business desk, quick internet access, made to order omlettes, effecient doormen, USA Today at the doorstep, large room and affordable pricing are just a few of the attributes that I associate with the Hilton Garden Inn brand.

For helping make a brand strategist more effective in doing his job, Hilton Garden Inn, you are the Brand Champion of the Day and you have successfully recruited a brand champion. Let us see if you are able to retain a brand champion.

Rex Whisman

BrandED Consultants Group

Finding Brand Champions in All the Right Places

Today a colleague of mine and I are in Cincinnati engaging stakeholders in the brand development process at a conference for one of our clients. As I have said many times, providing opportunities for your constituents, especially the internal ones, to participate in the process is a key to creating a sustainable brand strategy.

Think about all of the places where people meet. Carve out time to an exiting agenda and give them a chance to share their opinions, experiences and recommendations for how best to communicate the essence of your brand. Whether that be in a department meeting, a social gathering or a company conference, there is no common place for engagement.

Along with mission and core values, giving people the chance to regularly weigh in on your ogranization, creates brand champions. Not doing so creates brand inhibitors.

Rex Whisman

BrandED Consultants Group

Brand Champion of the Day-Kenny Powers, Minor League Pitcher

I know that I am stating the obvious when I say that Kenny Powers is a God. If you do not believe me, then just ask him. By comparison, recognizing him as the Brand Champion of the Day probably does not pay the appropriate homage to such a giant in the world of baseball, but it is the best that I can do with the material at hand. The only thing we have in common is that we are both former school teachers.

When I think of the Kenny Powers brand, I think of an intellectual unmatched by others in the mammal or amphibious worlds. Humans? Not so much. He is a lovable character, unless of course you hate him. His brand attributes also include striking out, on many levels. The tagline for his brand is You Are F*cking Out! Now that is a brand with taste and distinction.

Now that Kenny is back from his brief stint in Mexico, Americans across the land will have the chance to re-engage with this beloved manimal. After his time in spring training I imagine that he will have a meteoric rise to AA ball in no time at all. In the meantime, for keeping it real, Kenny Powers, you are the man, and the Brand Champion of the Day!

Rex Whisman

BrandED Consultants Group