BrandStand

June 15, 2010 | Brittney Cox

For the love of the game. For the love of the brand.

With the enormous buildup and kickoff of the World Cup comes another example of superior branding. Nike has intimately tied its brand to nearly every facet of communication the World Cup has to offer, including the faces of key English players. This massive sculpture billboard “feature(s) the faces of England squad members Wayne Rooney, Rio Ferdinand and James Milner, as well as absentee Theo Walcott…and is predicted to be seen around six million times in the lead-up to the opening fixture.”

What an amazing concept. Closely identify your brand with a sport that is fueled by the united passion of nearly every country in the world. When people see, hear and think about soccer (or “football” for most), they see, hear and think about Nike.

Such tremendous brand saturation does not come easily. Nike has “launch(ed) its largest-ever presence at a World Cup,” and its tireless efforts have effectively put it in front of every fan of every team. I can’t help but to see its brand swoosh across my eyes on a daily basis…and I’m not even much of a soccer fan.

Strategic ambush marketing tactics have led to “Nike (being) mentioned twice as often online as sponsor Adidas.” It has employed everything from a captivating commercial that is quickly climbing the charts to be one of the best in history, to sustainable efforts by providing sponsored teams with shirts made from recycled polyester. Its ad campaign “Write the Future” successfully links Nike to the World Cup in the consumer’s mind by evoking the fervor and intensity felt worldwide by soccer fans.

So what does all of this mean for Nike in the aftermath of the whirlwind World Cup experience? The passion and excitement of the game’s final matchups, and Nike’s forefront presence in the entire event, will continue to resonate with fans around the world. Fans of both winning teams and losing teams will continue to write their future with Nike.

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June 10, 2010 | Melissa Eggert

TOMS: The Outstandingly Marketed Shoes

Have you heard of TOMS? I first heard of the company two years ago when a roommate in college starting sporting the simple, canvas slip-ons. I was attracted to the style of the shoe and inquired further, only to find that for every shoe purchase, another pair would be sent to a child in need. You’re telling me I can buy cute shoes and help a third-world country at the same time? Sold.

Cause marketing is nothing new. And according to reports, it’s known to be effective. Bob Gilbreath, chief marketing strategist at Bridge Worldwide and author of “Marketing with Meaning,” stated this year that:

71% of consumers are giving as much or more now as they were before the economic downturn.
87% of consumers would switch brands based on association with a good cause.
50% of consumers would pay more for products from brands that support causes.

Yet what sets TOMS apart from the rest is the company’s holistic understanding of creating brand ambassadors. From social media to its website to packaging to ad campaigns to designer contests to founder Blake Mycoskie’s talks around the nation (shout out to Vanderbilt!) customers are able to plug in, converse, interact, advocate, and promote TOMS shoes. The company informs you via videos about shoe drops in Africa, posts pictures of you wearing your TOMS wherever you are, asks you for advice on the next line of styles, replies to your tweets, encourages you to host TOMS parties, and always, always keeps its mission clear and simple – One for One.

This week, I received my first pair of burlap slip-ons at the office. In the sustainable box were my shoes with One for One inscribed on the insole. Collateral told me to take the fabric TOMS flag that was wrapped around the shoes and post a picture of myself holding it to their website. It also told me how to find out more information about the impact TOMS has around the world. Finally, they included a sticker for me to slap on my Nalgene.

Today, you’ll see my TOMS flag on my bulletin board. You’ll see my TOMS sticker on my Nalgene. You’ll see my TOMS shoes on my feet. And most importantly, you’ll find the newest TOMS Brand Ambassador.

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May 24, 2010 | Jeff Cohn

What happens in Vegas sometimes NEEDS TO stay in Vegas.

Dateline Las Vegas. The convention center. It’s 3 p.m. and I need a diet soft drink. I go to the fountain machine and what do I see? A sign on the fountain says, “Refills charged at full price.” Ok, I get it. It’s the convention center. Everything’s more expensive and they have to make their money when they can. But really, did they have to connect the entire Las Vegas Dining brand to this? This is a city that is spending millions of dollars to position itself as a culinary destination. And then this negative brand touchpoint. I really didn’t even want a refill. Until the Las Vegas brand told me I couldn’t have one without spending another $5.00. Think I’ll throw that away in the slot machine.

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May 12, 2010 | Cindy Jennings

Wells Fargo: Making Sustainable Business Sense (and cents)

I’ve been a Wells Fargo customer for a long time-more out of convenience than loyalty. In fact, I had recently been contemplating a switch. My experience yesterday changed my mind when I discovered the bank’s use of technology to be both more business savvy and environmentally sustainable. Customers can now deposit up to 30 checks and 50 bills without an envelope. And it gets better. Once your checks and cash have been scanned and the amount properly confirmed, you can send your receipt directly to your email inbox. Wells Fargo wins by printing and producing less paper, which also eliminates shipping, storage, stocking and other processes to get envelopes to ATMs. Customers win by having not having to search for envelopes and not having to keep track of those little paper receipts because they go right to where you balance your checkbook anyway-your computer. I love innovation from a longstanding institution and the sustainable, “good business’ leadership that Wells Fargo is demonstrating via their ATM customer brand touchpoint. Extending their brand in this way to a sustainable and business-minded customer like me, they are not just elevating their brand in my eyes, they are creating loyalty with a good customer that was being lured away by a competitor. After this experience, I’m staying on the stagecoach.

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May 10, 2010 | Jeff Cohn

I Had a “Brand Dance” with the Samba Room Today

We were all set to take our client to the Samba Room in downtown Denver tomorrow night for a fun evening of mojitos and Cuban delights when, as I was departing a flight, my phone rang. The message was from Anna, General Manager of the Samba Room. Because I could not reach my phone, I had to listen to her voicemail. It was simply fantastic. Anna left the kindest message for me, indicating that they had suffered a flood over the weekend and were going to be closed for the week. She was extremely apologetic in the most sincere way. I felt way more concerned for what she was dealing with than the fact that I would have to rearrange my plans for the next evening.

I was so taken by her message that I called Anna back immediately, wanting to share my concern and acknowledging her message. In the heat of a customer service and business emergency, she was calm, thoughtful and considerate. She even asked me to come by and have a drink with her to celebrate their reopening.

I have only been to the Samba Room once, but my memories of it were positive. Now, through the professionalism exhibited by this manager, I am a brand ambassador. I cannot wait to go there again. She has given me confidence that the operation is well run and that I, the customer, will be well taken care of.

Anna and her company should be celebrated for this and there are some great lessons about service here. I wish them well and I am happy to share this positive experience with anyone that reads this post. After all, Anna made lemon mojitos out of lemons. And that is a tasty way to build any brand.

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