Ethics & BrandsEthics & Brands

From an Egyptian Wall dating back to 2,000 B.C.From an Egyptian Wall dating back to 2,000 B.C.

What is a Brand?What is a Brand?

A brand is a A brand is a combination of attributescombination of attributes, , communicated through a name, or a communicated through a name, or a symbol, that symbol, that influences a thought-influences a thought-

processprocess and creates value. and creates value.

What is a Brand really?What is a Brand really?

A A BrandBrand is a is a PromisePromise..

What is Branding?What is Branding?

Branding is a Branding is a strategic positioningstrategic positioning in a in a targeted buyer’s mind that targeted buyer’s mind that creates creates

awarenessawareness to select one vendor over to select one vendor over another.another.

The History of BrandThe History of Brand

Comes from the Old Norse “brandr” Comes from the Old Norse “brandr” meaning to burnmeaning to burn

Burning ownership into livestockBurning ownership into livestock The “Potter’s Mark” The “Potter’s Mark”

– Ancient Greece and RomeAncient Greece and Rome– Potter would imprint thumb in clay potPotter would imprint thumb in clay pot

Today, Texas alone has more than Today, Texas alone has more than 230,000 registered cattle brands230,000 registered cattle brands

The Top 10 Global BrandsThe Top 10 Global Brands

1.1. Coca-ColaCoca-Cola

2.2. MicrosoftMicrosoft

3.3. IBMIBM

4.4. GEGE

5.5. IntelIntel

6.6. NokiaNokia

7.7. DisneyDisney

8.8. McDonald’sMcDonald’s

9.9. MarlboroMarlboro

10.10. MercedesMercedes

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

Popular Brands in US & CanadaPopular 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

Popular Brands in Latin AmericaPopular 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

Popular Brands in Europe & AfricaPopular 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

Popular Brands in Asia-PacificPopular 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

Core Brand ValuesCore Brand Values

Values considered integral to a Values considered integral to a company’s existence and the company’s existence and the

source for all other brand source for all other brand aspects.aspects.

Branding YourselfBranding Yourself

What are YOUR Brand Values?What are YOUR Brand Values? Begin branding yourself by selecting Begin branding yourself by selecting

three or four values from the three or four values from the following list of core values.following list of core values.

Your Core ValuesYour Core Values

TrustTrust TeamworkTeamwork CommitmentCommitment FunFun PragmatismPragmatism SafetySafety HonestyHonesty CreativityCreativity AccountabilityAccountability

NurturingNurturing Positive OutlookPositive Outlook PerformancePerformance PrecisionPrecision KnowledgeKnowledge IrreverenceIrreverence DiversityDiversity QualityQuality CompetitivenessCompetitiveness

The Real YouThe Real You

Which values are so essential that if Which values are so essential that if they disappeared you would not be they disappeared you would not be the same person?the same person?

What makes your brand unique?What makes your brand unique?

Taking the RorschachTaking the Rorschach

What core value comes to mind What core value comes to mind when you see these logos?when you see these logos?

Word of MouthWord of Mouth

If it’s If it’s positivepositive, they’ll tell , they’ll tell tenten others. others. If it’s If it’s negativenegative, they’ll tell , they’ll tell fiftyfifty others. others. Conclusion?Conclusion?

– Bad news travels fastBad news travels fast– Bad news travels farBad news travels far

Two Personal Case StudiesTwo Personal Case Studies

Clientele Software Corp.Clientele Software Corp. Chrome Systems Corp.Chrome Systems Corp.

ClienteleClientele

Initially a software company that Initially a software company that created tools to help customer created tools to help customer service departments serve clientsservice departments serve clients

Expanded to a full Customer Expanded to a full Customer Relationship Management solutions Relationship Management solutions company (i.e., seamless integration company (i.e., seamless integration of sales, marketing and support of sales, marketing and support functions)functions)

The Branding ChallengeThe Branding Challenge

Small, independently ownedSmall, independently owned Budget/staff cutsBudget/staff cuts Little brand recognitionLittle brand recognition

– Interviewed new clientsInterviewed new clients– Said they stumbled upon usSaid they stumbled upon us

How We Met the ChallengeHow We Met the Challenge

Introduced a “people” rather than a Introduced a “people” rather than a product focused campaignproduct focused campaign

Used an employee as our brand Used an employee as our brand imageimage

Created a memorable, positive Created a memorable, positive tagline: tagline: I Love My ClienteleI Love My Clientele (old: (old: Pulling the Customer Out of the Data)Pulling the Customer Out of the Data)

Hired service-oriented peopleHired service-oriented people

The Clientele Brand PromiseThe Clientele Brand Promise

We help you better serve and We help you better serve and understand your customersunderstand your customers

We help you attain and retain more We help you attain and retain more customerscustomers

We help you create loyal customersWe help you create loyal customers

ChromeChrome

Initially a vehicle content and Initially a vehicle content and software company serving dealers software company serving dealers and fleet companies and fleet companies

Expanded across non-dealer Expanded across non-dealer markets, providing vehicle content markets, providing vehicle content and vehicle software tools to entire and vehicle software tools to entire auto retail channel including auto retail channel including consumersconsumers

The Branding ChallengeThe Branding Challenge

B-to-B solutions provider with niche B-to-B solutions provider with niche brand recognitionbrand recognition

““Brand behind your brand”Brand behind your brand” Wanted to add value to clients by Wanted to add value to clients by

promoting our brand promoting our brand Had not defined/promoted unique Had not defined/promoted unique

brand valuebrand value Needed to adapt to InternetNeeded to adapt to Internet

How We Met the ChallengeHow We Met the Challenge

Positioned Chrome as strictly serving Positioned Chrome as strictly serving the Automotive retail industrythe Automotive retail industry

Corporate ID look and feelCorporate ID look and feel MessagingMessaging Proof PointsProof Points

Branding Chrome as the StandardBranding Chrome as the Standard

Most accurate data provider on Web two Most accurate data provider on Web two yrs in a rowyrs in a row

Educate market on value of accurate dataEducate market on value of accurate data Independent studyIndependent study Client testimonialsClient testimonials Market footprintMarket footprint

Branding Chrome InternallyBranding Chrome Internally

Kicked off new brand with a launch Kicked off new brand with a launch partyparty

Continue to promote mission Continue to promote mission statementstatement

Continue to promote values and Continue to promote values and guiding principlesguiding principles

The Chrome Brand PromiseThe Chrome Brand Promise

Accurate dataAccurate data Unbiased dataUnbiased data Timely dataTimely data Order-level dataOrder-level data Solves the vehicle description Solves the vehicle description

problem across all marketsproblem across all markets

Brand Story #1Brand Story #1

Back in the ’70sBack in the ’70s Dan O’Neill, CartoonistDan O’Neill, Cartoonist Air Pirates drew a Disney parody Air Pirates drew a Disney parody Disney took O’Neill to courtDisney took O’Neill to court O’Neill lostO’Neill lost

versus

Brand Story #2Brand Story #2

Toy sector during winter holiday season of Toy sector during winter holiday season of 1999 (e.g., Toys-R-Us and eToys)1999 (e.g., Toys-R-Us and eToys)

Promised next day service/free shippingPromised next day service/free shipping Result? Result? Broken promises, disappointed Broken promises, disappointed

customers, damaged brandscustomers, damaged brands Why? Why? Companies made promises their Companies made promises their

organization and infrastructure could not organization and infrastructure could not keepkeep

Brand Story #3Brand Story #3

Firebomb hits new Starbucks Firebomb hits new Starbucks Someone also breaks three Someone also breaks three

windows at the Southeast windows at the Southeast Portland store, which has Portland store, which has drawn neighborhood drawn neighborhood opposition opposition

Thursday, May 06, 2004Thursday, May 06, 2004

"It's just coffee." Sally Noble, Red and Black Coffee Collective

Easy Branding ProblemEasy Branding Problem

William Wordsworth opened Willy’s Chili, a William Wordsworth opened Willy’s Chili, a small diner off Hawthorne. He promotes small diner off Hawthorne. He promotes the “World’s Best Chili” in all of his the “World’s Best Chili” in all of his advertising.advertising.

Louisa May Alcott opened Louisa May’s, a Louisa May Alcott opened Louisa May’s, a small diner off Belmont. She also promotes small diner off Belmont. She also promotes her diner as having the “World’s Best her diner as having the “World’s Best Chili.”Chili.”

Which one has the “World’s Best Chili?”Which one has the “World’s Best Chili?”

Neither.Neither.

Branding Problem #1Branding Problem #1

Should Donald Should Donald Trump be able Trump be able to trademark to trademark the phrase the phrase

“You’re “You’re Fired”?Fired”?

Branding Problem #2Branding Problem #2

Should Internet Should Internet search engines search engines disclose to their disclose to their online users how online users how

they prioritize they prioritize search engine search engine

results?results?

Brand CommandmentsBrand Commandments

Thou shalt not overpromiseThou shalt not overpromise Thou shalt not brag about Thou shalt not brag about

insignificant competitive differencesinsignificant competitive differences Thou shalt not get too elitist, artsy, Thou shalt not get too elitist, artsy,

or obtuseor obtuse Thou shalt not lieThou shalt not lie Thou shalt not follow directly in the Thou shalt not follow directly in the

path of our competitorspath of our competitors

Brand CommandmentsBrand Commandments

Thou shalt not shun funThou shalt not shun fun Thou shalt not be inscrutableThou shalt not be inscrutable Thou shalt not be a fence straddlerThou shalt not be a fence straddler Thou shalt not kill ideas Thou shalt not kill ideas

indiscriminatelyindiscriminately Thou shalt not get bogged down with Thou shalt not get bogged down with

too many shalt-notstoo many shalt-nots

Golden RulesGolden Rules

Know Then ThyselfKnow Then Thyself Know Then Thy CompetitionKnow Then Thy Competition

What is a Brand really?What is a Brand really?

A A BrandBrand is a is a PromisePromise..