How to Kill Your Brand

While I was looking for some info on Utah CEO Magazine's website, I came across this article about how companies should focus on strengthening their brands, even in times of economic downturn. We have clients who at times, try to save money on advertising by doing the artwork themselves or allowing the publication to do it for them. It usually doesn't turn out well, and the company ends up losing brand equity. Its really not worth saving a few bucks now, especially when you loose brand recognition or recieve negative recognition over the longer term.

Check out the article. I put it in full text below because you have to get an account with the magazine to view the entire articl online. Enjoy!

It's not about the tag line. It's about the bottom line.

The brand may be the most important asset of any organization. Why the CEO needs to be involved, and five tips for building and maintaining a strong brand
by Allan Gorman

Business valuation practices and transaction prices have changed so dramatically over the past 25 years that, for many companies, the intangible known as “the brand” is arguably a firm’s most important real asset. The influence that brand perception has over the choices of consumers, employees, investors and referrers is so strong that it can dramatically impact the economic value of the entity that owns it.

How much is the brand worth? PlentyA 2002 study by Interbrand and JPMorgan concluded that, on average, the brand accounts for more than a third of shareholder value — in some cases much, much more. The brand known as McDonald’s accounts for more than 70 percent and the idea called Coca-Cola adds more than 50 percent to its market value.

The brand can help you weather tough economic stormsIt’s safe to reason that — especially in a tough economic climate — a committed and ongoing investment in brand rejuvenation and maintenance is absolutely essential to the lifeblood and economic health of your business. It’s hard to focus on something as seemingly intangible as “the brand” in lean times, but organizations will come out of tough times on top if they stay disciplined and focused on brand health. In short, brand better and you’ll do better — in good times and bad.

So, what should you invest to make your brand worth more?Take a careful look at the following five crucial areas, which have almost nothing to do with new logos and tag lines and everything to do with building a stronger brand.

• Invest in vision development. The CEO needs to take responsibility and lead the ownership and stewardship of the brand. To create real value, the idea of brand development needs to step out from the shadows of the marketing department to embrace anything and everything the company does by everything and everyone associated with it. Human resources, finance, operations, marketing, sales, production, logistics and customer service — they all need to be in alignment and own the brand idea that’s driven from the top.

• Invest in customer experience. Effective branding stems from delighting your customers at each touch point. Develop a single voice and style that permeates each and every experience he or she has. From the first time the phone is answered to the follow-up after the sale. Consistency is key — with support from every representative each and every step of the way. Only hire people who will happily support the brand vision so that the brand’s promise is delivered each time in the way your loyal customers will come to expect.

• Invest in more effective communications. Your marketing communications need to go beyond merely providing information, but must also tell a story that will create demand. The value you provide must be clear, distinct and compelling enough to make the right customers want your products and services over and over again — and want to tell others to use them, as well. It’s not just about communication. It’s about creating a cherished emotional connection.

• Invest in changing the world. To become valuable to your stakeholders, your vision and direction must clearly show and be truly inspirational. Look at the issues in the world that you might — in some small way — be able to solve. Innovative problem solving is an ongoing process that needs to be cultivated and worked on. The world is constantly changing and leaders should always be one step ahead of that change.

• Invest in streamlining and simplification. Instead of being all things to everyone, the strongest brands keep refining their focus to a singular idea. Resist the temptation to extend yourself too far beyond your core competencies, which dilutes your brand with expenditures and offerings that don’t make long-term sense. Simplicity is always the most elegant solution and, done well, is almost always likely to command a premium.Build a great brand and then be proud of what you’ve builtWant to thrive and survive and increase your intangible assets? Focus on developing an attitude and culture that’s committed to understanding, excellent service and continuous improvement. Then, once you feel confident that you’re doing your best, the tag line can be perfected to serve as a reminder of how wonderful your brand really is.

Allan Gorman is owner of Brandspa, LLC a brand-marketing company that helps mid-sized firms increase their economic value by growing their intangible value. He can be reached at agorman@brandspa.net.

Slanters dominate!

Craig and I decided to compete this Saturday in the Cache Valley Biathlon in Wellsville, Utah. We really only had about 2 weeks to train for it. I did my best, but I was mostly out there for the experience, and to make a personal goal out of it. I ended up doing surprisingly well, but not time-wise or placement-wise. Basically what I'm saying is I finished the whole thing without dying. I can't speak for Craig's experience I guess, but I thought he did really well. He was way ahead of me so I can't tell you much of the details. I know he worked really hard...I could "smell" his determination. Haha, j/k guys.

The whole course was beautiful. There were trees and farmland and creeks and animals and cops that drove around on their motorcycles to keep us on course (their most eventful day in a long time I'm sure). I saw one driving in circles in a parking lot on the bike ride back. I don't think he gets out much.

One thing we didn't really see coming were the HILLS during the the biking part of the course. Obviously, we rocked it, but I definitely had thoughts of horror as they got closer.

I didn't check to see what our final times or placements were, so we'll have to update that part.

Thanks for the pictures and cheering Crystal!

Ethan was a great athletic supporter. Obviously, Craig appreciated it.

Craig after his race.

and me.

Craig's award. Yep, they give out babies now.

Oh, Logan.

Me on the final stretch. Not that cute.

Craig and I caught by the paparazzi during a casual moment discussing protein shakes.

Thinking About Danny DeVito

George Clooney is a movie star. He looks like one. He makes tens of millions of dollars a year, hangs out at Cannes and has starlets falling at his feet.

Danny Devito is exactly five feet tall. He was perfectly cast as the Penguin.
Can you imagine the career advice Danny got? The well-meaning people who explained to him (as if he didn't know) that he didn't really look like George Clooney? That perhaps, maybe, he should consider a job as a personal trainer or short order cook...

The math, however, tells us something different.
(number of people resembling George Clooney)/(jobs for people resembling George Clooney) is a much bigger number than the ratio available to Danny. For the math challenged: Because everyone in Hollywood is trying to be George, there are a lot more opportunities for the few Dannys willing to show up.

Invest in Danny. The edges usually pay off.

(taken from Seth Godin's blog)

Print Ads and Derrie-Air

These days, the influence and validity of print media and the printed word in general has been called into question. Companies increasingly question their marketing teams on whether they should run print ads or stick to TV and web. We live in an increasingly digital world and the avenues of communicating with the public have changed, or have they?

The Philadelphia Inquirer recently decided to test the age old practice of newspaper advertising by creating a fictional airline called Derrie-Air and running several ads in their paper. They set up an internet site for the airline and tracked the number of hits they received. Since there was no other advertising available for the Derrie-Air site other than the ads they ran, they used the site to measure the impact of newspaper advertising on the public.

Philadelphia Media Holdings spokesman Jay Devine really put it best when he described the reason for the experiment. He said they ran the ads to "demonstrate the power of our brands in generating awareness and generating traffic for our advertisers, and put a smile on people's faces."

If you'd like to read the full article, here's the link: http://www.msnbc.msn.com/id/25006813

Or check out the Derrie-Air website.

Turning 30

Turning 30 by Andy Rooney

This is for all you girls 30 years and over....and for those who are turning 30, and for those who are scared of moving into their 30's! This was written by Andy Rooney from CBS 60 Minutes Andy Rooney says:

As I grow in age, I value women who are over 30 most of all. Here are just a few reasons why:

A woman over 30 will never wake you in the middle of the night to ask, "What are you thinking?". She doesn't care what you think.

If a woman over 30 doesn't want to watch the game, she doesn't sit around whining about it. She does something she wants to do. And, it's usually something more interesting.

A woman over 30 knows herself well enough to be assured in who she is, what she is, what she wants and from whom. Few women past the age of 30 give a damn what you might think about her or what she's doing.

Women over 30 are dignified. They seldom have a screaming match with you at the opera or in the middle of an expensive restaurant. Of course, if you deserve it, they won't hesitate to shoot you, if they think they can get away with it.

A woman over 30 has the self-assurance to introduce you to her women
friends. A younger woman with a man will often ignore even her best friend because she doesn't trust the guy with other women. Women over 30 couldn't care less if you're attracted to her friends because she knows her friends won't betray her.

Once you get past a wrinkle or two, a woman over 30 is far sexier than her younger counterpart.

Older women are forthright and honest. They'll tell you right off if you are a jerk if you are acting like one! You don't ever have to wonder where you stand with her.

Ladies, I apologize. For all those men who say, "Why buy the cow when you can get the milk for free." Here's an update for you. Nowadays 80% of women are against marriage, why? Because women realize it's not worth buying an entire Pig, just to get a little sausage.

How to Stand Out? Try Authenticity

I thought this article from Businessweek.com was very interesting. In a way it didn't seem like anything new I've heard, but at the same time it was a breath of fresh air talking about standing out from the masses A good branding article. My favorite part was probably the section about Anthropologie. They are pretty fascinating.

The E

I would just like to remind everyone that the E is still hidden. Yes, it took me pretty much forever to find it (and it was RIGHT in front of me), but look who's laughing now?

I was going to post of picture of the E for our readers, but then that would reveal it's hiding place now wouldn't it? When someone finds it, I say we post a picture of the discovery. Okay, go team!

Suuuure do love ya!