Brand Champions

Brand Champion of the Day-Denver Broncos

No I am not being a homer. I am being a brand strategist. Ever since the glory days of the 1990s the Denver Broncos have been trying to find an identity. They have tried to replicate the period of time when John Elway was quarterback and throwing touch down passes at will. Ironically, with Elway as the vice president in charge of personnel, the Broncos have gone old school with a running and sometimes gunning quarterback, Tim Tebow.

Yes is is often painful to watch the Broncos these days, but that is because it is a different brand of American football than what we are used to watching. Now it is not throw it down the field and hope someone catches it. It is about grinding it out. It is about branding. When organizations understand their strengths and are able to leverage those against the competition, they are usually successful. When they try to be like everyone else, that is a recipe for disaster.

The National Football League has for years embraced the notion that it is a copy-cat league. That is not what brand building is meant to be. Brand building is about embracing our differences. Now that a team is doing so and going against the grain, most people cannot handle it. I say, go for it. Be different, you might just have others trying to be like you. Being different allows you to recruit and retain brand champions. Denver has probably not had this much recognition in the history of the team.

Rex Whisman

Chief Strategist

BrandED Consultants Group

Brand Champion of the Day-Amy Kule, Macy's

On Mondays and Fridays I make the effort to recognize someone or some organization who understands what it means to be a brand champion. Today, I do both. Yesterday marked the official day that Amy Kule became executive producer and grand marshall of the Macy's Thanksgiving Day Parade. She is the seventh person to be in charge since 1924.

Just about every American can say that they are familiar with the annual event. Not too many brands can boast that type of association. Many Americans are shopping at Macy's as we speak as a part of their annual Black Friday ritual. I am looking out of my window right now watching people scurry in and out of a Macy's store right down the street from me.

Macy's has a ton of brand champions. Many like me doing a great deal of shopping there. Think about the savvy decision to make a parade a part of their brand strategy. Amy Kule oversees an operation that includes over 50 mid-size and large balloons and winds down a 2.65 mile long parade route. She, along with nearly 800 other employees wear clown costumes in an interesting way of keeping order. Now that is a brand champion!

Rex Whisman

Chief Strategist

BrandED Consultants Group

Brand Champion of the Day-Fareed Zakaria

I have a new favorite Sunday morning program, GPS, hosted by Fareed Zakaria. I had been a fan from watching his reporting and stories on CNN, but just recently did I began viewing Global Public Square on Sunday mornings. Now I am a brand champion. Having limited mobility the past few weeks has expanded by television viewing. Normally that might not be a good thing, but I would not have discovered this gem otherwise.

Each program is hard-hitting without feeling like you are getting punched in the face. The line up of international guests is very impressive. I am a champion of the Zakaria brand attributes. He is personable, professional, insightful, engaging and human. These are some of the reasons to believe in his brand. I like feeling informed on Sunday mornings. It helps get my week off on the right track.

I think Zakaria is the best aspect of CNN. In fact this sub-brand has enhanced a teetering overarching brand. You help restore our confidence in the intellectual components of the United States. His credibility ensures he has brand champions around the world. For your contributions to our world, Fareed Zakaria is the Brand Champion of the Day.

Rex Whisman

Chief Strategist

BrandED Consultants Group

Brand Champions of the Day-The Beach Boys

This month marks the silver anniversary of Surfin, the first single released by the Beach Boys. Although I respected the band a great deal and liked many of their songs, in their hay day I leaned more towards the rebel bands of the time like The Who, Rolling Stones and The Doors. Maybe it was because in those days I patterned my hair style more like Roger Daltry and Jim Morrison.

I did attend a number of Beach Boys concerts in high school and college. There were huge numbers of brand champions, especially the girls. I went along for the ride and to hear the other bands. And did I mention that the girls liked the Beach Boys. I probably liked the band more than I was willing to admit back then. As I have grown older I think there is a chance I might be getting close to brand champion status with the Beach Boys.

The more I learn about the genius of Brian Wilson, the more I like their music. Like most creative aspects of our society, the more we know about the process, the more we respect the work. At any rate, fifty years is a long time and the mark of a time-tested brand. Today I salute the Beach Boys as the Brand Champions of the Day.

Rex Whisman

Chief Strategist

BrandED Consultants Group

 

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

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

 

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

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

Brand Champion of the Day-Carmine Gallo, Author

On Mondays and Fridays I make every attempt to tip my hat to some one or some organization who understands what it means to be a brand champion. In between and around those days I share a few views on my experiences with brand development and engaging with brand champions. For the past few days I have been under the hood working with some clients, but have some time now to get back in the blog saddle.

During my flights back and forth to the east coast I had the opportunity to read Carmine Gallo's latest published work, The Power of Foursquare. In the past year I have been a convert to Foursquare. In fact I have featured the app brand several times here at the Brand Champions Blog. Like most people, I thought it was just a game app. Once I started using it, I realized the business benefits and how Foursquare can enhance your brand. Reading The Power of Foursquare I now know that I was just scratching the surface of what Foursquare has to offer.

Gallo unlocks the door to the value of Foursquare and its benefits to brand building. I suggest you take a gander. Does your organization have a Foursquare page? Does your organization reward your mayor as a brand champion? Thanks to Carmine Gallo I have a new way of thinking about how to engage our brand champions and those of our clients. Carmine Gallo is the Brand Champion of the Day.

Rex Whisman

Chief Strategist

BrandED Consultants Group

Brand Champion of the Day-Dr. Martin Luther King, Jr.

Yesterday was the dedication of the Dr. Martin Luther King, Jr. memorial on the National Mall in Washington, DC. Each time I visit DC I try to carve out time to go to the National Mall. Every time I am there, I think about Dr. King's I Have a Dream Speech. There might not be a more moving experience than doing so looking down from the Lincoln Memorial onto the reflecting pool. What a reflection. The experience on the Mall also restores faith in America and being proud of our heritage.

Now I have another reason to go the Mall and to reflect on Dr. King. I look forward to thinking about him, his contributions and his legacy at his memorial. However, one does not need to go the DC to ponder regularly the impact Dr. King made on all of us. Now more than ever, it is probably a good idea to do so more often. Perhaps the memorial will help remind us. Watching Aretha Franklin and President Obama yesterday allowed me to consider the United States brand. Maybe we deliver on our brand promise more than we give ourselves credit.

Whenever Dr. King comes to mind, I connect with one of my favorite songs performed by one of my favorite bands about one of my favorite brands. Growing up in the 60s and watching the violence of the time, I was, and still am, amazed at Dr. King's advocacy of non-violence and how he delivered on that brand promise. No matter what side of the political aisle one stands, take a look at how brands can align.

 

Rex Whisman

Chief Strategist

BrandED Consultants Group