Brand Champions

Brand Champion of the Day- Swiss Transportation

When I think of Switzerland, brand associations like design efficiency, intellect and sophistication come to mind. One of the best examples of how the Swiss brand is brought to life is its transportation system. For example, when one lands at Zurich airport one is welcomed by the quiet and tasteful trains, baggage claim and escalators. There is also precise times for sonic enhancements to the brand experience.

Over the past few days I have had the pleasure of seeing Switzerland by rail, another multi-sensory brand experience. Aside from the magnificent views of mountains, lakes and valleys, the trains too provide a sense of calm and security. There is very little sound and the ease by which the trains navigate the rapid declines and ascents is remarkable.

While viewing picturesque scenes from the train, one cannot help but be an awe of the automobile highways that also make their way through the terrain of the Alps. For enhancing the Swiss brand and providing effective systems for recruiting and retaining brand champions, Swiss transportation is the Brand Champion of the Day. World take note. Especially the States as you decide your transportation future.

Rex Whisman

BrandED Consultants Group

Multi-Sensory Branding Gains Momentum in Europe

I was introduced to multi-sensory branding when I attended a conference led by Martin Lindstrom many years ago in Berlin. Since then I have had numerous conversations with clients, colleagues and competitors about how best to incorporate all five senses in the brand development process. As you might know what we smell, taste and touch is more memorable than what we hear and see.

It is estimated that 80 percent of brand and marketing is focused on sight and sound senses. So why do we devote the majority of our resources on the least memorable senses? Well for one, it is what we know and it is much easier to execute. For the past several days I have attended and presented at the 2011 Thought Leaders in Brand Management Conference in Lugano, Switzerland. Like Berlin, much of the focus in Lugano was on multi-sensory branding.

I need to play a more significant role now in getting the same momentum to take place in the States. I am leaving the conference with more ideas and more concrete ways to incorporate all five senses into the education brand development process for colleges, universities and P-12 school systems. Stay tuned for some touchy-feely, smelly and noisy branding. This approach will help ensure brand champions are fully engaged.

Rex Whisman

BrandED Consultants Group

A Practical View on Higher Education Branding

This is the topic of my presentation this afternoon at the 2011 International Thought Leaders Conference in Brand Management in Lugano, Switzerland. I have enjoyed getting to know fellow brand professionals from around the world in business and higher education the past few days. Yesterday I had the opportunity to host a round table discussion on higher education branding.

It appears that like in the States, universities around the world are either struggling with how to develop an effective brand strategy or have yet to do make the attempt. Today I will share my experiences and views for institutions of higher learning to build sustainabable brands. As a former client and now a brand strategy consultant, I bring a unique experience to the table. I understand the need to develop a higher education brand from the inside out and make that an integral part of the brand initiatives that my organization works on with our partner institutions.

Engagement of the faculty is of primary needs, especially given the fact that most of them are skeptical of the word brand. Once faculties are provided the chance to share their views and help shape the brand, skepticism usually transforms into advocacy. Getting this buy-in is paramount to a sustainable brand strategy. More to follow, post presentation. Faculties can become your most valuable brand champions.

Rex Whisman

BrandED Consultants Group

Colorado Higher Education Brand Confuses Self

 

I am in Lugano, Switzerland right now preparing my remarks for a higher education brand session on Saturday at the 2011 International Thought Leaders Conference in Brand Management, University of Lugano. This morning I received many emails from friends back home asking for my thoughts about a local college in my State of Colorado that is recommending a name change.

When I first heard about the idea a few months ago I posted my views that the school, Metropolitan State College of Denver, should not change its name. There is great equity in that name and I considered it a risky move at the time. This morning I learned that the school is recommending to the Colorado legislature that it approve a name change to Denver State University. Huh?

There is already a school in the State of Colorado named the University of Denver. That school owns the name so why would a competitor intentionally try to confuse its public by requesting a similar name? I understand that Metro State wants to be known as a university. Then change college to university. I also know that the institution has engaged its stakeholders as it should and the number one choice is Denver State University. Why was DSU even an option for consideration? 

As I always say a brand is your name, what your name stands for and the associations that people make with the name when they hear or see the name. Why create confusion in the minds of others by making this change? A tough way to recruit and retain brand champions. Oh by the way, I cut many of my teeth in higher education branding at of all places, the University of Denver.

Rex Whisman

BrandED Consultants Group

All Brand Roads Lead to Lugano

Ich gehe zu Lugano heute. Das erste mol im Lugano fuer mich. Yesterday I had a grand time in Zurich catching up with a brand friend who I met several years ago at a multi-sensory branding conference in Berlin. At that time we realized that we shared many philosophies and experiences with brand. We have kept in touch since and have reconnected a couple of times. It does not get much better than talking brand at lunch in Zurich.

Although the next few days will probably challenge that last statement as I have the opportunity to continue the brand dialogue in Switzerland. This time in Lugano. I am here with a colleague and we both were invited to present at the International Thought Leaders in Brand Management Conference. I will be presenting on higher education branding. Over the past few years I have presented at a number of conferences at home and abroad.

Each experience has provided benefits to me and hopefully to those who I have presented to. I anticipate learning a great deal from fellow brand strategists from all over the world. Brand champions are traveling brand roads around the globe to converse.

Rex Whisman

BrandED Consultants Group

United and Continental Airlines Marry Brands

Perhaps it is because I just crossed the pond on United Airlines, or I am anticipating a brand dialogue later this week in Lugano, but I thought it appropriate to make mention of the marriage between brands that I have not been too keen on in the past. While I will never consider a logo a brand (it is a name) or put unnessary emphasis on a logo, I feel obligated to reference the new mark for United.

When it was announced that United and Continental airlines were merging, I thought that United would either stick with its current mark and try to make the point that it has not gone anywhere or the alternative designing a silly logo. But I am pleasantly surprised to learn that the United name will stick, as it should, and that the Continental globe mark with stay, as it should.

Wow a logical choice, by an airline no less. Nicely done United. While I do not anticipate becoming a huge brand champion domestically any time soon. You still have my attention internationally and this visual identity choice provides an opportunity for further dialogue.

Rex Whisman

BrandED Consultants Group

Brand Champion of the Day-Zurich

Today I fly to one of my favorite cities in the world, Zurich, Switzerland. This will be the fourth time I have the pleasure of being a part of an amazing culture. From understated sophistication to educated publics, tasteful fashion and old world charm, Zurich seems to have all of the attributes I appreciate in a city brand, especially when in Europe.

I look forward to a few days here over the next week with a colleague. We both have a conference presentation in between stays. I anticipate we will equally cherish the opportunity to interface with the world's leading brand academicians and practitioners later in the week down in Lugano. Now it is all about soaking in Zurich. I know there are many brand champions around the world that agree.

I cannot wait to indulge in the delectible food delights and walking the cobbled-stone streets. I attempted to dust of my German over the past few weeks so hopefully it will get me by as it has in the past. Zurich for your incredible existence, you are the Brand Champion of the Day.

Rex Whisman

BrandED Consultants Group

Protect Your Brand

Today I am in Philadelphia. When I am in town working on a higher education brand initiative, I stay at the same hotel during each visit. I am a loyal brand champion. I also walk to the same local Starbucks every morning down the street from my hotel. Everyone knows I am a champion of the Starbucks brand and often cite the similarities between this corporate brand and education brands. It is all about engaging baristas, customers like me, faculty, students and parents you know.

While I am on my way to Starbucks in the morning, I see the same cross-walk guard for the school near my hotel.  One can tell that she is an enthusiastic and loyal employee. One can sense that she loves her job because it appears she loves the school, as well as the students, parents and fellow employees that make up the school community. She is not only protecting the students and parents who cross the streets in front of the school, but she is protecting the brand.

Make sure that you include your security staff in your brand development process. They are often the first person that visitors meet with they come to your campus or business. They are often the first person current visitors meet with they arrive each morning. They are the protectors of the brand. Yes it is critical that you protect your brand through means like trademarks, but think about others who secure your brand too. They just might be your most important brand champions.

Rex Whisman

BrandED Consultants Group