Brand Champions

Give Your Stakeholders a Brand Voice

 
I am participating in a retreat this week with my brand team. We are taking a look at the last year and discussing ways of making the next year even better than the last. As the founder of the organization I have a vision and many thoughts about what the future should look. But mine is not the only voice that matters. I need to provide an opportunity for others to share their views too. And I need to listen.

Do you give your stakeholders the chance to periodically share their opinions about your brand? If not, you need to. Even if you hear things you do not want to hear or if there are a wide range of opinions, it is important to give your people a forum. When you do even brand inhibitors can become brand champions, and brand champions will remain so. Giving your stakeholders a voice also helps you assess the effectiveness of your brand strategy and determine how closely aligned their opinions are with your strategic priorities.

That is of course if you have a brand strategy. Most organizations do not. They also do not give their stakeholders the chance to share their opinions. They expect everyone to sing from the same song sheet, but what happens is that there is no song to sing, and even if there is, most organizations are out of tune. And out of touch with those who they rely on to live their brand and deliver their brand promise. Give them a voice, and listen. You will like what you hear and the melody will be inspiring.

Rex Whisman

BrandED Consultants Group

Brand Champion of the Day-Giampietro Restaurant, Breckenridge, Colorado

Over the course of the next several days a couple of colleagues of mine and I are in the ski resort town of Breckenridge, Colorado. We come here every six months to get away from our home base. A few days are spent with precision focus on a project, as we have the past couple of days. We work on brand research analysis, brand strategy development or brand implementation planning. This week we are working on strategy. The other days are devoted to future opportunities. We do not come here to ski or golf. We work hard, but do not play hard.

Last year at about this time we discovered what is now one of our favorite restaurants on the planet. The spot is Giampietro Pasta and Pizzeria. They serve up some of the finest slices of pizza this side of Italy and some of the best pasta dishes too. When we are in Breckenridge, about three out of every four dinners are at Giampietro. A few weeks ago we were presenting at a brand thought leaders conference in Lugano, Switzerland. Giampietro can give the restaurants there a run for their money.

Each time we go to Giampietro we know we are going to be served a great meal with a very short wait. Unless of course we get there during meal rush hour. We expect and we are delivered great customer service at an affordable price. Just think about how many restaurants position their brands in that space. Unfortunately very few deliver on that promise. Giampietro delivers. No I am not talking home delivery pizza. I am talking brand promise delivery. By the way, that gets a nod as Brand Champion of the Day on Mondays or Fridays here at Brand Champion Central.

Rex Whisman

BrandED Consultants Group

Higher Education Branding Gets Into the ACT in Chicago

I am looking forward to presenting at the 26th Annual ACT Enrollment Planners conference this summer in conference town USA, Chicago. I will be presenting with several of my clients from La Salle University and Lewis University. By the way, three professionals from two institutions who understand the value of higher education branding and a pleasure to work with. People who have many brand champions.

Although I spent half of my career in enrollment management and made great use of resources from ACT during those years, this will be the first time that I have attended the conference. It is always a pleasure attending a conference for the first, and presenting there two. An experience that I recently had in Lugano, Switzerland at the 2011 International Thought Leaders Conference in Brand Management.

My presentation takes place on July 21 and focuses on developing a sustainable higher education brand strategy. My co-presenters and I will be sharing our experiences on a national branding project that includes seven colleges and universities and over 40 secondary schools. More on this presentation the closer we get to July.

Rex Whisman

BrandED Consultants Group

Brand Champion of the Day-PIG

You have probably seen or heard the acronym, PIG, in reference to the three European countries that have received financial assistance from Europe's bailout reserves and the International Monetary Fund. Someone was probably being very creative, perhaps tongue-in-cheek or maybe not very kind when they come up with the brand linking Portugal, Ireland and Greece.

All three of these nations have incredible histories, compelling cultures and strong pride. In the past the three nations could be considered models for nation branding. Greeks, Portuguese and Irish were about as well known and distinctive brand champions as one could imagine. Now I anticipate that their confidence has been shaken and their future identity uncertain.

Here is hoping the recent financial shot in the arm turns around PIG and they do not think they can live off of this new found fat. I do not think so and am confident in my decision. I fondly name PIG the Brand Champion of the Day.

Rex Whisman

BrandED Consultants Group

Is the Southwest Airlines Brand Cracking Up?

Those of you who know me and/or follow this blog know that I am a huge advocate of the Southwest Airlines brand. I have posted several thoughts over the past few years about my belief that SWA understands how to recruit and retain brand champions as well as any brand in the United States. Hell, Ken Blanchard published one of my SWA posts on page 92 of his recent book Lead with LUV.

SWA believes that brand development starts with their employees. If employees understand and embrace your brand strategy, they will be effective in telling your story. When this happens customers are happy and investors are too. Over the past several weeks, the SWA brand has been put to the test, and so have their brand champions.

You might recall the not so popular change in the airlines's Rapid Rewards program. I am still not a fan, but have gotten over the radical change and the several days when the transition to a new website and system caused havoc. The past week several of of the SWA fleet have experienced cracked fuselages. Now that is a serious challenge to brand advocacy. I know this, no brand is ever safe from challenges.

The SWA case should be a wake up call to everyone who still thinks a brand is all about a logo and tagline. By the way, are your employees your biggest advocates and prepared to handle a crisis situation like this? What do you think? Is the SWA brand cracking up?

Rex Whisman

BrandED Consultants Group

Do Color Bubbles Burst Crayola's Brand?

A few weeks ago Crayola (formerly Binney and Smith) started selling bubbles in bright colors. Apparently when the bubbles burst, many leave a stain. As you might imagine, for those who have experienced this, they are not happy. The situation has turned some brand champions into brand inhibitors. Other blogs are providing forums for upset people.

I am going to post a different experience. Much of my career has been spent in arts administration and arts education. During that time, I was introduced to Crayola. They were a sponsor of many conferences that I organized and attended. Crayola has been successful in recruiting and retaining a ton of teacher brand champions. The brand is as committed to early childhood development as any. Their website says,

"We believe that for a life to be filled with knowledge, wisdom and accomplishment, it must be filled with wonder, adventure and daydreams. Before children can learn to think for themselves they must first be free to express what they're thinking. We believe in unleashing, nurturing and celebrating the colorful originality in every child."

I think the Crayola brand is time-tested and strong enough to weather this bubble bursting storm. However this situation might be a good lesson in brand stretch. If you are not Donald Trump or Richard Branson, do not go too far from what got you to where you are. What do you think?

Rex Whisman

BrandED Consultants Group

Brand Champion of the Day-New Mexico

I just returned home from a few days in New Mexico. When I can, I try to go south for a while to rest and relax there. A periodic road trip provides the opportunity to clear the mind and get refreshed. On my drive home I thought about the State of New Mexico in terms of a destination brand. And what an amazing destination it is. Being the brand manager of the state would be a great job.

I have been to more than 40 of the 50 United States. Of those that I have visited, I argue that New Mexico is the most branded state in the U.S. From the hispanic and Native American cultural influence to the adobe architecture, Catholic faith, range of art genres and geography, New Mexico is about as consistent from border to border as a state can get.

The State's motto is the Land of Enchantment and New Mexico certainly delivers on that promise. When I am in New Mexico the letter A comes to mind. Adobe, Albuquerque, angels, architecture, art and authenticity are just a few of the brand attributes. My favorite spot is Santa Fe. For staying true to your brand, New Mexico you are the Brand Champion of the Day.

Rex Whisman

BrandED Consultants Group

Brand Champion of the Day-Alain Robert, a.k.a. Spiderman

Earlier in the week the French, skyscraper climber, Alain Robert successfully scaled the world's tallest building in Dubai. The feat took nearly six hours for him to climb up Burj Khalifa. Robert spent the better part of the day climbing 2,717 feet. While he was required to take a rope and harness with him, observers said it appeared Robert scaled the building with his feet and bare hands.

Robert, commonly referred to as Spiderman for the way he scales buildings, has climbed over 70 buildings around the world. Often times he does so without the pomp and circumstance of the Dubai victory. As a result, Robert has branded himself as a daredevil, mystery man and bandit. He has gotten himself in trouble more than a few times by breaking apparent safety and trespassing laws.

I think he is fantastic and we should pay homage to those who think and scale outside the box. He is truly superhuman. For his ability to recruit and retain brand champions around the world, even a few law enforcement officers I imagine, Alain Robert is the Brand Champion of the Day.

Rex Whisman

BrandED Consultants Group