Ethics & Brands

1. Ethics & Brands From an Egyptian Wall dating back to 2,000 B.C.

2. What is a Brand? A brand is a combination of attributes, communicated through a name, or a symbol, that influences a thought-process and creates value.

3. What is a Brand really? A Brand is a Promise.

4. What is Branding? Branding is a strategic positioning in a targeted buyer’s mind that creates awareness to select one vendor over another.

5. The History of Brand • Comes from the Old Norse “brandr” meaning to burn • Burning ownership into livestock • The “Potter’s Mark” • Ancient Greece and Rome • Potter would imprint thumb in clay pot • Today, Texas alone has more than 230,000 registered cattle brands

6. Coca-Cola Microsoft IBM GE Intel Nokia Disney McDonald’s Marlboro Mercedes The Top 10 Global Brands As calculated by Interbrand. Criteria: 1. Brand value greater than $1 billion; 2. At least 1/3 of sales outside of home country; 3. Must have publicly available marketing and financial data

7. Popular Brands in US & Canada Apple finally inched past Target to claim the number one spot for US and Canadian brands. Target dropped down to second place followed by Google, American coffee retailer Starbucks and American donut maker Krispy Kreme By Brandchannel

8. Popular Brands in Latin America Cemex, the third largest cement company in the world, placed first among readers in the Latin America section. In second place with less than half Cemex’s score is Mexican beer brand Corona, followed closely by the Cuban liquor brand Bacardi. By Brandchannel

9. Popular Brands in Europe & Africa Nokia lost its first place ranking and slipped to third behind frontrunner Swedish retailer Ikea and surprise second place finisher British airline Virgin. By Brandchannel

10. Popular Brands in Asia-Pacific Japanese brand Sony beat out competitors Samsung (second place) and LG (fourth) to take the top spot for Asia-Pacific. The fierce competition of these three brands means consumers have fantastic choices as all three electronic manufacturers stretch the limits of technology and ideas. By Brandchannel

11. Core Brand Values Values considered integral to a company’s existence and the source for all other brand aspects.

12. Branding Yourself • What are YOUR Brand Values? • Begin branding yourself by selecting three or four values from the following list of core values.

13. Trust Teamwork Commitment Fun Pragmatism Safety Honesty Creativity Accountability Nurturing Positive Outlook Performance Precision Knowledge Irreverence Diversity Quality Competitiveness Your Core Values

14. The Real You • Which values are so essential that if they disappeared you would not be the same person? • What makes your brand unique?

15. Taking the Rorschach • What core value comes to mind when you see these logos?

16. Word of Mouth • If it’s positive, they’ll tell ten others. • If it’s negative, they’ll tell fifty others. • Conclusion? • Bad news travels fast • Bad news travels far

17. Two Personal Case Studies • Clientele Software Corp. • Chrome Systems Corp.

18. Clientele • Initially a software company that created tools to help customer service departments serve clients • Expanded to a full Customer Relationship Management solutions company (i.e., seamless integration of sales, marketing and support functions)

19. The Branding Challenge • Small, independently owned • Budget/staff cuts • Little brand recognition • Interviewed new clients • Said they stumbled upon us

20. How We Met the Challenge • Introduced a “people” rather than a product focused campaign • Used an employee as our brand image • Created a memorable, positive tagline: I Love My Clientele (old: Pulling the Customer Out of the Data) • Hired service-oriented people

21. The Clientele Brand Promise • We help you better serve and understand your customers • We help you attain and retain more customers • We help you create loyal customers

22. Chrome • Initially a vehicle content and software company serving dealers and fleet companies • Expanded across non-dealer markets, providing vehicle content and vehicle software tools to entire auto retail channel including consumers

23. The Branding Challenge • B-to-B solutions provider with niche brand recognition • “Brand behind your brand” • Wanted to add value to clients by promoting our brand • Had not defined/promoted unique brand value • Needed to adapt to Internet

24. How We Met the Challenge • Positioned Chrome as strictly serving the Automotive retail industry • Corporate ID look and feel • Messaging • Proof Points

25. Branding Chrome as the Standard • Most accurate data provider on Web two yrs in a row • Educate market on value of accurate data • Independent study • Client testimonials • Market footprint

26. Branding Chrome Internally • Kicked off new brand with a launch party • Continue to promote mission statement • Continue to promote values and guiding principles

27. The Chrome Brand Promise • Accurate data • Unbiased data • Timely data • Order-level data • Solves the vehicle description problem across all markets

28. Brand Story #1 • Back in the ’70s • Dan O’Neill, Cartoonist • Air Pirates drew a Disney parody • Disney took O’Neill to court • O’Neill lost versus

29. Brand Story #2 • Toy sector during winter holiday season of 1999 (e.g., Toys-R-Us and eToys) • Promised next day service/free shipping • Result? Broken promises, disappointed customers, damaged brands • Why? Companies made promises their organization and infrastructure could not keep

30. Brand Story #3 • Firebomb hits new Starbucks • Someone also breaks three windows at the Southeast Portland store, which has drawn neighborhood opposition • Thursday, May 06, 2004 "It's just coffee." Sally Noble, Red and Black Coffee Collective

31. Easy Branding Problem • William Wordsworth opened Willy’s Chili, a small diner off Hawthorne. He promotes the “World’s Best Chili” in all of his advertising. • Louisa May Alcott opened Louisa May’s, a small diner off Belmont. She also promotes her diner as having the “World’s Best Chili.” • Which one has the “World’s Best Chili?”

32. Neither.

33. Branding Problem #1 Should Donald Trump be able to trademark the phrase “You’re Fired”?

34. Branding Problem #2 Should Internet search engines disclose to their online users how they prioritize search engine results?

35. Brand Commandments • Thou shalt not overpromise • Thou shalt not brag about insignificant competitive differences • Thou shalt not get too elitist, artsy, or obtuse • Thou shalt not lie • Thou shalt not follow directly in the path of our competitors

36. Brand Commandments • Thou shalt not shun fun • Thou shalt not be inscrutable • Thou shalt not be a fence straddler • Thou shalt not kill ideas indiscriminately • Thou shalt not get bogged down with too many shalt-nots

37. Golden Rules • Know Then Thyself • Know Then Thy Competition

38. What is a Brand really? A Brand is a Promise.