Brand Champions

Is This a Slam Dunk Brand?

Do you remember Krispy Kreme? The brand that was all the rage about a decade ago. Shares are down 83 percent from their peak. I recall thinking back then I should have invested. That was about the same time I started my work as a brand consultant. Fast-forward to 2011, I am glad that I did not invest back then, and I now think differently and more strategic about the sustainability of brands.

Today I am thinking about the Dunkin' Brands, parent company of Dunkin' Doughnuts. In the IPO this week, shares rose from $19 to $27.85. This is starting to look and sound very familiar. Like Krispy Kreme, this seems like a slam dunk. Perhaps. If Dunkin' tries to grow too fast, then it could be history repeating itself. On the other hand, if Dunkin' stays true to its mission and core values, and is able to retain its brand champions, then the brand can keep on dunkin' right along.

Sustainable brands are those that understand who they are and what they stand for. Sustainable brands have a long-term strategic plan and operationalize that plan with a brand platform. Is Dunkin' Brands sustainable? Or is it another Krispy situation? With the increasing pressure on brands that contribute to unhealthy people, the brand is going to be tested.

Rex Whisman

BrandED Consultants Group

Brand Champion of the Day-Jeret "Speedy" Peterson, Olympic Skier

I have been blogging for several years now. Since the inception of the brand champions blog I have paid homage to personal and organizational brands on Mondays and Fridays. Those brands that understand who they are, what they stand for and effectively recruit and retain brand champions. Brands that are authentic because they know their purpose and follow their guiding principles. 

Only on a few occasions have I repeated recognition. A couple of times over the past few years I have determined that a brand deserves multiple mentions. Think Southwest Airlines, Starbucks and Red Bull. Today it is appropriate to do the same for a personal brand that I value. Olympic aerialist, Speedy Peterson. A couple of years ago I recognized him for his humility, excitement and his signature hurricane move after he won the silver medal in Vancouver.

As you probably know Peterson had a lot of challenges in his life and those caught up with him. He took his life a few days ago. I hope he has found peace. Today he is the Brand Champion of the Day.

Rex Whisman

BrandED Consultants Group

Manchester United Brand Global Connector

There are not many brands that compare in terms of global reach than the Manchester United football club. A quick scan of the stands at the MLS all-star game last night seemed to reveal as many Red Devil brand champions as any of the American teams represented at the game. I know I did not see any of my Colorado Rapids folks on the telecast.

Sport has a way of connecting people around a common excitement. Manchester United does so as effectively as any brand in sport, or any category for that matter. Last week I was in Chicago, as was Wayne Rooney, Sir Alex Ferguson and the other members of the Man U team. Strolling down Rush Street I saw the Manchester United tour bus. The concept of tour bus has as much relevance around the world than other UK brands like say, the Rolling Stones.

I admit that like most Americans I was a late adopter to world football. I grew up watching the NFL and thinking the US version reigned supreme. Maybe it is because I am now a brand consultant or that I feel more a member of the world community than ever before, that I have now seen the light. I'll take Chelsea, Real Madrid or Manchester United over the Cowboys, Packers or Raiders any day. I feel more of a connection with futbol. I am a brand champion.

Rex Whisman

BrandED Consultants Group

 

Brand Champion of the Day-Elliot Handler, Mattel Inc.

This past week we lost someone who understood brand as much as anyone. The second of four brothers who grew up in my town of Denver, Elliot Handler and his wife Ruth, headed the Mattel Inc. brand into the largest U.S. toy maker. He created the Hot Wheels brand too.

I can remember a few years during my youth when I thought Hot Wheels were the coolest things around. At a very early age I was a brand champion. I did not know those words then, nor did I blog, but if I did and could, I would have.

By the way, Elliot's wife created the Barbie doll in 1959. Together they established a time-tested brand and sub-brands that arguably are the most recognized in the United States and beyond. Many of us can only hope that we achieve the success Handler did in his 95 year life. He is the Brand Champion of the Day!

Rex Whisman

BrandED Consultants Group

Goodwill Brand, It's in the Name

This morning I made a donation to Goodwill Industries. I do so every few months. Rather than return a pair of shoes that I decided I did not like after I got home or wore them once, I take them to Goodwill. Afterall I already made the purchase, so why not let someone else who perhaps can not afford the shoes, enjoy them.

Each and every time I go there I feel good about my decision to share what I no longer need or no longer like. It is a gesture of goodwill. Aha! Remember your name is your brand. In the case of Goodwill, just like Xerox or FedEx, the noun can also be a verb. I would say that is about as authentic as a brand can get.

Next time you decide you do not like something or no longer use it, give Goodwill or one of the other like-minded organizations a chance to share your items with others who can use them or like them more than you do. Be a brand champion and use your goods to connect with other brand champions.

It is worth noting that those dispeseries are not replacements for the trash bin.

Rex Whisman

BrandED Consultants Group

Does Edgy Advertising Enhance or Dilute a Brand?

Yesterday I watched a story about a controversial national advertising campaign on a local news show. The reporter said that all advertising today has to be edgy or funny to get noticed. Huh? I thought, "here we go again." First of all not all brands need to develop a national advertising campaign to build their brand, and if the decision is made to do so, the campaign does not have to be edgy or funny.

I think a daily dose of humor is good for the sole, even for an organization. But too often those in charge of creating advertising think that it has to have an edge. Why, to win an award? If the purpose or guiding principles of the brand is edgy then by all means the advertising and all other forms of communication should probably have an edge. It would be considered authentic to do so. On the other hand if the brand essence is not about being edgy, then why would communications and marketing be edgy?

Executing a brand platform does not need to be limited to advertising. Social media is a wonderful way of building brand community. These and other means can effectively recruit and retain brand champions, and create awareness. Most people find advertising to be one of the least trusted ways of communicating. So be careful that you do not tip the boat by relying too much on advertising, and if your brand is not edgy, do not go there. You might send a lot of money to dilute your brand.

Rex Whisman

BrandED Consultants Group

Brand Champion of the Day-Chuck Martin, Author

A few weeks ago I finished reading The Third Screen by Chuck Martin. I thought about him and the book yesterday when I was engaged in a discussion with some attendees at a conference that I presented at on the importance of mobile websites and location marketing. We were comparing notes on how college and university brands could or should use mobile channels to enhance the essence of their brand.

Over the course of the past few years I have increasingly advocated to my clients or those who will listen that at a minimum they must have a mobile website or app. When one is at a coffee shop, in the car (not driving) or anywhere on the go, we rely on mobile devices for information and accomplish tasks that we might normally do on desktop, laptop or tablet. Think checking in on Foursquare or for a flight on Southwest Airlines and finding out whether or not a URL is available from Go Daddy.

The last thing we want to see is a tiny mobile version of a company website. We opt out immediately. Anyone who wants to learn more about mobile marketing at its value to brand should check out The Third Screen. Perhaps even read it at The Third Place. Great places to recruit and retain brand champions.

Rex Whisman

BrandED Consultants Group

Getting My Brand ACT Together in Chicago

Today I am in one of my favorite, yet sweltering, cities in the United States. I am in Chicago to present a case study in higher education branding at the 26th annual enrollment planners conference put on by ACT. Yes, that ACT. If you are like me, and in this case hopefully not, you did not do so well on the test. Despite that I still got accepted to my first college choice. Standards were not as high back then.

Fast forward several years and I am presenting for ACT and talking about brand standards for colleges and universities. How the world evolves. I am looking forward to interfacing with admissions professionals. A field that I worked in for nearly 15 years. I feel at home in admissions. It is all about finding the right fit for schools and families. Just like brands in other categories need to do.

Today I am sharing the branding case study from La Salle University. One of my dearest experiences. We will be talking about recruiting and retaining students, which is still in my blood. Not dissimilar to what I often post about how to effectively recruit and retain brand champions.

Rex Whisman

BrandED Consultants Group

A Brand Platform Should Guide the US Debt Ceiling Issue

I constantly remind people and their organizations that one of the benefits of a brand platform is that it can help guide them during crisis situations. When there are emotions, differences of opinions, economic variables and what seems like a mounting pile of things beyond our control, we need a compass to help us get through challenging times.

Just like organizations, nations need a brand platform. A narrative, promise statement and reasons to believe that captures the essence of the organization, or in this case the United States, and provides the means by which a nation can rise above politics to make decisions that are in the best interest of the people of that nation, lets call them brand champions, and the best interest of the world.

Such is the situation with the debt ceiling crisis in America. Yes the United States has a Constitution, but like a strategic plan, that is often too complex for most people. A brand platform brings to life the mission and core values of an organization. It is the litmus test that keeps organizations on track. A brand platform helps operationalize a strategic plan. The same can happen for a nation.

Rex Whisman

BrandED Consultants Group

Brand Champion of the Day-Japan Women's World Cup Team

Just like the American team, I started counting my chickens before they hatched. I started making notes yesterday about what I would write for a USA victory. But, not so fast my friend. Japan hung in there and found victory. Of course, as an American I am a champion of the USA women's team. But I cannot help but feel good about Japan's win.

Given what has happened in Japan this past year, I have to admit that it is probably justice that the women won the World Cup yesterday and I am happy for them. Their brand represents staying power, patience, skill, cerebral and others that make them the Brand Champions of the Day.

I am not being a homer, but I would be remiss if I did not mention Abby Wambach. From what I could see, she was the first American team member to congratulate Japan and her own mates. She was also very professional in the post-game interview. She is what world futbol and being an American should be all about...class. She won the bronze boot which was well deserving.

Rex Whisman

BrandED Consultants Group