Brand Champions

Brand Champion of the Day-Clyfford Still

This week the Clyfford Still Museum opens in Denver. As The Denver Post writer, Kyle MacMillan accurately points out, the biggest challenge will be creating awareness for Still, let alone the museum. I agree.I recall several years ago when I heard that the Clyfford Still collection had been donated to the City of Denver. My first thought was, who is Clyfford Still?

I have spent about half of my career in arts administration. During that time I prided myself in being educated on as many artists as possible, especially abstract-expressionist like Still. But until I heard the collection was coming to Denver and there would be a museum built, I was not aware of Still. Since then I have learned a lot and really like what I now know.

Still has a great brand story. He seldom sold his works and he did not exhibit that often as well. Some of the reasons why people are not aware of him. Like any time-tested brand, Still knew who he was and what he stood for. It was about the process of making art. Even today, those values come through with the agreements that Denver made with Still's widow, Patricia. For example the museum has no gift shop, restaurant or auditorium. The museum will only show Still's work.

It is all about the work. Now that is an authentic brand. Clyfford Still you are the Brand Champion of the Day. I anticipate the museum will recruit and retain many champions for your brand. Which is what a museum is supposed to do. Now let us hope that the museum has a brand strategy.

Rex Whisman

Chief Strategist

BrandED Consultants Group

Core Values Are the Essence of Your Brand

Whether we are talking about an organization or personal brand, what you stand for and your guiding principles should dictate how you conduct yourself. This is never more evident than what is happening at Penn State University right now. In fact, I was pleased to see interim president, Rodney Erickson, speak to the University's core values during his speech earlier in the week.

Erickson rightfully mentioned that core values should outlast any of us. He is right. Unfortunately most organizations and many people do not think enough about their core values before making decisions or help them when making a difficult decision. Too often it takes a tragic situation before we think about who we are and what we stand for.

Every person and every organization should have a brand platform that reflects their core values and helps guide their decision making, their communications and their crisis management. Make your core values a regular part of your daily routine. You will be more effective in recruiting and retaining your brand champions.

Rex Whisman

Chief Strategist

BrandED Consultants Group

Brand Champions of the Day-Veterans

We know that today is November 11, 2011. 11.11.11. In the United States, today is also Veteran's Day. The day that is the official annual date when we pay tribute to those who have served in the armed services to protect our country. For many they paid the ultimate price by giving up their life for their country.

I believe that those who passionately advocate a brand, whether that be a product or service, to be a brand champion. In this case, veteran's are brand champions for their country. Arguably the most significant brand champions.

I am not a veteran of the armed forces and doubt that I ever will be. I am not an advocate of war and probably never will be. But I respect those who have served their country, and today recognize those in the States as the Brand Champions of the Day.

Rex Whisman

Chief Strategist

BrandED Consultants Group

 

Frontier Airlines Needs to Rediscover Brand Roots and Authentic Human Voice

Several years ago I flew Frontier Airlines every chance I got. I was a brand champion. Since then my brand loyalty in and out of Denver has changed. I am now a brand advocate for Southwest Airlines. Why did I make the switch? For many of the same reasons that others have. Over time, we decided to look elsewhere for a consistant and no-hassle brand experience.

In many ways, especially before SWA came to town, Frontier Airlines was SWA. The process for booking and flying was a very enjoyable time, plus the rates were usually lower than the huge competitior United. I told everyone I knew to check out Frontier. The interesting animals on the tails and the ads added value to the branding efforts. Now things seem to be all over the board.

The years and months leading up to the take over by Republic Airways created a sense that change was coming. Employees did not seem as happy as usual. Attention to detail began to wane. About that same time Southwest Airlines came to town and I never looked back. That is until last week. I experienced an injury and had to have someone go present at a conference in my place. For logistic reasons I booked a flight on Frontier Airlines.

I felt like I was being hoodwinked when trying to select a seat. How could all of the less expensive seats be gone? Well that is because there are a lot of more expensive seats available. Why not just list the more expense price and not make me feel like I hit the wrong key or that you are nickel and diming me? Ironically a day later there was a story in the Wall Street JOurnal about this weird process. Today I read that Frontier is possibly going back to being independent. If that is the case, great. Rediscover your brand voice. If not, give it up.

I used to talk about Frontier Airlines as a great case study of how to effectively align internal and external brand champions. Now I talk about how their competitors do a better job. Frontier used to be as authentic as any Colorado company. It seems like animals are now doing the talking.

Rex Whisman

Chief Strategist

BrandED Consultants Group

How Does Video Support Your Brand Strategy?

Over the past few years video has become a bigger part of my role as a brand strategist. My organization shoots video during the brand development process for our clients. This helps others feel like they are a part of the process too and assists in helping people better understand what we do. Of course content, editing, scripting and so forth is guided by our brand strategy or by our client's strategy.

As youtube becomes more mainstream and as more people go there to do research, brands are realizing the benefits of creating video to support their strategy. The days of bull dogs on skateboards or soft drinks exploding are still around, but they do not dominate the youtube world like they did in the past. Right along with that change has been the shift in thinking that a video does not need to go viral to be effective.

Just like all other communications channels, how and why you use video and post on places like youtube need to be guided by your brand platform. Video is a great way to recruit and retain your brand champions. If you have not yet created a youtube channel, you need to do so. Just like other forms of social media, you will soon have your aha moments about how video can support your brand strategy.

Rex Whisman

Chief Strategist

BrandED Consultants Group

Does Black Midnight Enhance or Dilute a Brand?

A growing number of retail outlets are jumping on the brand wagon and announcing that they will open for business at midnight after Thanksgiving. Best Buy, Macy's, Target and Kohl's to name a few. These are all time-tested brands and have a loyal following. In the past they have effectively aligned their internal and external brand champions.

These retailers have understood the importance of recruiting and retaining brand champions, customers and employees. The decision to open for business when most people are sound asleep might test this commitment, especially demonstrating value for employees. Asking (or telling) employees to get to work in the middle of the night will undoubtedly challenge brand strategies.

On the one hand it makes sense to consider Black Midnight as an option. But only if it aligns with your brand platform. For example if your promise statement supports customer service and your customers have indicated that they expect you to open doors at midnight and that your employees will do whatever it takes to make customers happy, then it probably makes sense to do so.

On the other hand if opening at midnight is simply to keep up with the Joneses, then your business really does not have a brand strategy, you do not really value your employees and your customers will see right throught the brand wagon approach. If someone is up at midnight and wants to buy something, I anticipate they would prefer to do so from their laptop. But that is just me.

Rex Whisman

Chief Strategist

BrandED Consultants Group

Brand Champion of the Day-Meet the Press

Yesterday I tuned into watch my favorite Sunday morning show, Meet the Press. I was pleased to learn that with that episode, Meet the Press turned 64. It is the longest running television show in the United States. Talk about a time-tested brand. Arguably one of the best examples of brand sustainability.

During the 64 year history of the series, there have been 11 moderators, including current host, David Gregory. I think Gregory's stint is a good example of how it is about the brand, not the person. To his credit, Gregory has been able to keep his own style, but has adapted it to the Meet the Press brand.

For over 60 years, viewers, guests, sponsors and other brand champions know what to expect when they tune in, participate or support the brand. Organizations can learn much from the Meet the Press brand strategy. On a personal note, I enjoy watching a civil discussion on issures. Part of the brand strategy.

Rex Whisman

Chief Strategist

BrandED Consultants Group

Does Your Social Media Plan Provide a Return on Brand Investment?

I just finished reading ROI of Social Media by Powell, Groves and Dimos. There is a lot to wade through but the authors do an effective job of explaining the importance of metrics for evaluating and planning social media plans. Now that the majority of people and organizations have embraced social media as a mainstream part of business, they need to create ways of measuring their posts, tweets, check ins and other communications and marketing efforts.

Everything begins and ends with brand. The organization needs to capture its essence in the form a brand platform. The brand platform then serves as the guide for determining which social media platforms are best and what messages are going to be communicated through those online channels. A take away from ROI of Social Media for me was how to be effective in recruiting and retaining social media influencers. Here we call them brand champions. Understanding who is an influencer, an advocate or simply someone who decided to connect can help you better understand which metrics make sense.

Remember only about one percent of those who you connect with are going to be actively participating in your conversations. Know who those people are but do not take advantage of them. How much money and time does your organization spend on social media? What is the profit of those expenditures? What are the opportunity costs? We are just now beginning as a social media society to understand how best to measure return on brand investment and where social media fits in. It is ok if you do not know the answer to these questions right now. Someone is going to start asking and it most likely will be a senior administrator who is not engaged in social media. That is ok too. A learning opportunity.

Rex Whisman

Chief Strategist

BrandED Consultants Group

 

 

Brand Champion of the Day-Chevrolet

You probably know that the iconic automotive brand that is Chevrolet turned 100 years old this week. Talk about a time-tested brand. One that has lived longer than the vast majority of the 7 billion people that now inhabit earth. One that has outlasted most business brands in the 20th and 21st centuries. One that has given us the first SUV and sub-brands like Camero and Corvette.

Attributes that are often associated with Chevrolet is American made, conservative, stylish, solid, durable and sustainable. Now that might not be the case for all owners and certainly not for those who purchase other brands. That is what branding is all about. The ability for a product or service to recruit and retain brand ambassadors is the barmoeter for measuring a brand.

I have not always owned Chevys, but I do now and anticipate that my next purchase will be a Chevy too. I own a Trailblazer and while it is not for everybody (that is the point of branding) it works for me. In fact it is the vehicle that I have owned longer than any other. For your success, Chevrolet, you are the Brand Champion of the Day.

Rex Whisman

Chief Strategist

BrandED Consultants Group

Kaiser Permanente Brand Delivers in Times of Need

Wow it has been a week since my last blog post. I would recommend to my clients that they need to blog more often than that. When I mention that they say they have an excuse. I guess I have an excuse too. I have been engaging with my health care provider and other medical brands over the last seven days. Circumstances being what they are, I had the chance to determine how much of a brand champion I am of Kaiser Permanente.

I took a nasty spill on some ice and landed on my knee. Several x-rays, physicians, nurses, check-in personnel, forms,crutches, braces, pain and other medical dealings later, I must say that I am still a brand champion. Several months ago I had a different take. I was attempting to work out an agreement to switch to another Kaiser plan. One that included a substantially smaller monthly premium. Of course there was a silly previous condition that prevented me from getting what I wanted.

My frustration was at the point that I was about to switch providers. The adminstrative red tape was over the top. In fact I recall mentioning to the marketing representative that the Kaiser brand is about as out of aligment culturally as I have experienced. She did not disagree. She also reminded me that when a health situation comes up Kaiser has some of the best physicans and support people in the business. I think it was her way of saying the return on your brand investment is worth it. I was reminded of that this week in a very painful way.

Rex Whisman

Chief Strategist

BrandED Consultants Group