Brand Champions

Darren Clarke Delivers on Brand Promise

When I think of the Darren Clarke brand of golf, time-tested, steady, normal and other attributes come to mind. This week Clarke delivered on that brand promise by winning The Open Championship. During his twenty or so years as a professional, Clarke has retained brand champions across the pond. You saw evidence of that by his support throughout the tournament.

I anticipate that the Clarke brand has recruited a few more champions of his brand throughout the world. I have been for a number of years and will continue to do so. Like everyone else, Clarke's life has taken a few bumps along the way. Most notably losing his wife a few years ago. But like all sustainable brands, Clarke has stayed true to his core values.

Personal and organizational brands can learn from Clarke about the importance of knowing who you are and what you stand for, and that no matter what curves life throws you, a brand based on mission and core values will survive and come out stronger on the other end.

Rex Whisman

BrandED Consultants Group

The Brand is Bigger than the Boss

This past week I was meeting with an organization and the topic of brand leadership came up. Much of the identity of the organization is tied to its founder, and well deserved. We discussed the fact that the brand needs to be bigger than the boss. Think Richard Branson. Think Rupert Murdoch. Two interesting people and brands tied to the UK.

In the case of the former, Branson completely understands his need to lead, develop and stretch the Virgin Group brand, while at the same time ensuring that he does not get bigger than the brand. While the attributes of innovation, maverick and creatively represent both Branson and Virgin, it is the attributes of the brand that are the overarching virtues.

In the case of Murdoch and the News Corp. brand, time will tell. Depending upon what the outcome is with Murdoch's knowledge or involvement with the emerging news of the hacking scandal, we will soon know if the boss' brand was bigger than the organization's. Leaders must lead, but just like those they lead, they too must be subservient to the brand.

When employees and customers see leaders demonstrate this "living the brand" commitment, they are more likely to be your brand champions.

Rex Whisman

BrandED ConsultantsGroup

Brand Champion of the Day-Leroy Petry, Medal of Honor Recipient

There are not many people more deserving of the recognition of a brand champion than someone who is willing to risk their life for others and for their country. Leroy Petry is such a person. You might know that earlier in the week he received the Medal of Honor from President Obama for his bravery in saving the lives of his fellow soldiers. A soldier is someone who tends to champion a nation brand more than most.

Petry lost a hand from an explosive grenade. His sacrifice was made so that others could live. Talk about mission and core values. His other brand attributes appear to include humility, family and a balanced approach to life. Fitting for someone to receive the Medal of Honor. Also fitting for someone to be recognized as the Brand Champion of the Day. 

I am not always a fan of war as a way to solve problems. But when these occasions do occur, then it is important to support those who make the ultimate sacrifices. Leroy Petry, good job.

Rex Whisman

BrandED Consultants Group

Brand Strategy is Not About Reform

Often times when people hear the words brand or branding, they think advertising, logos and taglines. In many respects that is because marketers validate that thinking by defining brand as a verb. I say let us start with brand as a noun. Brand is our name and what our name stands for and the associations that people make with our name when they see or hear our name. Brand represents mission and core values.

For the past decade or so, branding has been a part of the higher education landscape. Like organizations in other categories many colleges and universities undertook a campaign approach in the beginning. After going through that stage, organizations understand there is more work to be done. Colleges and universities are now realizing it is more about culture development and a process to operationalize a strategic plan. Branding is now creeping into the P-12 education world.

Many in P-12 think branding is about trying to corporatize their school system or pitching some quick-fix reform movement. No, branding is the process of aligning a system's internal culture with its external reputation. Yes, that takes longer than a new logo, an expensive advertising campaign or a reform of the day program. It is also more sustainable and more authentic. Branding is not about reform. It is about who you are, and what you stand for. It is about how to recruit and retain brand champions.

Rex Whisman

BrandED Consultants Group

Can Rupert Murdoch Brand Survive UK Scandal?

This situation just keeps getting deeper and deeper. It is difficult to stay on top of the hacking scandal in the UK. How far down into the depths of illegalities will it go? How far up the ladder will the skull-duggery reach? Yesterday I read that former prime minister Brown may have been a victim. That is deep.

Will we learn that the very top leadership within the Murdoch empire knew about the security breaches? Even if it does not reach his doorsteps, can the Rupert Murdoch brand survive what is being uncovered in the UK? So many questions. As we have shared many times at this place of brand discussion, personal and organization brands need a strategy based on their mission and core values.

That is especially important during times of crisis. In fact a brand strategy should guide how a brand responds to crisis and ensures its ability to survive. Brands are often sustainable when they have effectively recruited and retained brand champions. Murdoch is counting on them now.

Rex Whisman

BrandED Consultants Group

Brand Champion of the Day-Barry Bremen

The other day I saw that Barry Bremen had passed. You might not be familiar with Barry, and I must admit that I had forgot about him until I saw this obituary. My bad. You might recall as I did that Barry was famous for his playing the role of impostor during many high profile, often televised, events. I was a brand champion when I first heard about him and saw some of his zany moves.

Barry pretended to be a PGA golfer on a couple of occasions. Barry tried to dupe MLB and be a major league baseball player during the all star game one day. On that day Barry came on to the field clad in a New York Mets uniform prior to the game. At another all star game he wore his New York Yankees uniform shagging fly balls prior to the first pitch.

One can, and probably should, add humor to their personal brand strategy. It can keep us sane and young. Barry Bremen was the king of doing so. Even when he was filling the role of someones brand or taking on another's identity, he stayed true to his own brand. Today he is missed, but honored as the Brand Champion of the Day. You will forever have brand champions.

Rex Whisman

BrandED Consultants Group

How will Skype Integration Affect the 750 Million Facbook Brand Champions?

This week Facebook announced that it passed the 750 million user mark. That is a whole lot of brand champions. I anticipate not all 750 million would consider themselves as champions of the brand, but the majority are whether they would put it into that context or not. I certainly do. Surprise!

This week we 750 million users were also informed that we will soon have the opportunity to integrate Skype video chat into our experience on Facebook. I am looking forward to seeing and hearing how people and organizations will make use of this new feature. As I am prone to do, my mind is racing with ideas on how to use it to enhance my brand, my organization's brand and my client's brands.

I think the Skype integration has huge potential to enhance the Facebook brand. I hope this decision is a part of the Facebook brand strategy, and not made in haste to compete with Google. Brands need to be aware of their competition. But they should not be obsessed with their competition. When that happens brands start looking and sounding alike. They quit being brands and become commodities.

Rex Whisman

BrandED Consultants Group

Brand Champion of the Day-Doubletree

For the past couple of days I have spent time in one of my favorite cities, Seattle, Washington. I had the pleasure of meeting with one of my fellow higher education brand champions Harry Hayward from the University of Washington. During my time there I stayed at a DoubleTree Hotel.

Each time I stay at a Doubletree I am greeted by a friendly, informative and professional employee at the registration desk. After checking in one is given one of the DoubleTree's signature chocolate chip cookies. Yesterday I was given two.

After getting to my room, there was a follow up call just to make sure that everything is to my liking. I must admit that I do not stay at a DoubleTree as often as I should. After each visit I ask myself why not? I am asking myself the same thing right now as I indulge in my second cookie.

For providing great customer service at a reasonable rate, and of course providing a multi-sensory branding experience with your chocolate chip cookies, DoubleTree, you are the Brand Champion of the Day!

Rex Whisman

BrandED Consultants Group

Frontline Delivers on Brand Promise

Last night I watched WikiSecrets on the PBS program, Frontline. During and after every episode of Frontline that I have watched I feel like I am better informed and am amazed at how every show seems to out perform the last one. Last night was no exception.

When I think about Frontline associations like professionalism, fact-finding, compelling, thoughtful, global, educational, networked and thought-provoking come to mind. I like the sensation that I feel when I hear or write those words, and I like the feeling that I get when I watch Frontline.

Every brand wants and needs people to have associations that reflect the essence of the brand. When these connections are made and feelings run deep, the brand has the ability to effectively recruit and retain brand champions. Frontline knows what is it and what it stands for.

Frontline delivers on its promise.

Rex Whisman

BrandED Consultants Group

Dick Enberg Brand is All Pro

Since I can remember, I have enjoyed sport. Especially those matches that are announced by Dick Enberg. His brand of work is all pro in every sport. Whether it is a tennis match, baseball game or football contest, Enberg meets or exceeds the expectations of his brand champions.

When Enberg is in the booth you know you are going to listen to an event that will be professional, knowledgeable, even keeled, with a sprinkle of glee, humor and humility. Dick Enberg has the attributes any organization or personal brand strives for. In my business we call these reasons to believe in a brand.

Enberg has many believers, believe me. Last weekend Enberg called his last match at Wimbledon and will do the same in a few weeks at the U.S. Open in New York. Thanks for allowing me to be one of your brand champions Mr. Enberg.

Rex Whisman

BrandED Consultants Group