Existing Assets used for Brand Boosts

Everyone can agree that hard work goes a long way towards achieving success. Simply doing the right thing also does wonders for the public persona of individuals or companies – and doing the right thing often doesn’t require hard work. 

Nothing seems to topple perceptions of corporate greed than stories of companies using existing assets to help others. In this post, I want to share a few examples of companies putting aside their sales goals to do the right thing.

Anheuser-Busch | Water in Crisis 

The severe flooding in Houston brought about by Hurricane Harvey has created the ultimate irony: water all around but not one drop is potable. Anheuser-Busch paused their normal production at a facility in Georgia to create thousands of cans of water to distribute in Houston.

Anheuser-Busch sends more than 500K cans of water to victims of #Harvey: https://t.co/7q6WTDlD53 Details on Channel 2 this AM. pic.twitter.com/ja7AdlEovv

— WSB-TV (@wsbtv) August 28, 2017

The media has (rightfully) praised the brewer for doing the right thing but this is actually a common practice for Anheuser-Busch. They provided similar assistance during the peak of the water crisis in Flint, Michigan. 

Was it hard for Anheuser-Busch to do the right thing in these cases? Probably not – they already had the supply of water for their normal production and the specialized cans didn’t require a lot of graphic design or ink. At most, transporting the cans of water would be the pain point but in dire situations, I imagine there are groups or individuals willing to take on that burden.

Panera Bread | Day-End Dough-Nation 

Across the country, Panera Bread serves hundreds of thousands of customers each day. But, that’s often not enough as many of their locations have baked goods remaining unsold on a daily basis. These leftovers could be sold the following day but at the risk of violating health codes or serving food that is lower than Panera’s standards. Instead, Panera partners with area shelters and charities to provide this unsold food to those that need it most.

Is it hard for Panera Bread to do the right thing? Again, probably not. The alternative to this program is hauling all of this food to a dumpster. People from all walks of life can appreciate efforts to reduce waste and the above video shows that there are plenty of groups willing to take (and transport) this food. 

By the way, click here to register your group for a Day-End Dough-Nation. 

Sports Apparel of Losing Teams | Donations to 3rd World Countries 

These days, as soon as the final whistle blows on major sporting events, the victors are quickly clad in the official champion’s gear. From hats to t-shirts, this gear features the logos of the winning team. Details such as these can’t be simply whipped up in an instant, right? Well, apparel companies plan for both outcomes for the games. But the losing team’s versions never see the light of day – at least not in the USA. 

Here’s a video that explains what happens to the loser’s gear:

I don’t know how the destination of the loser’s gear is determined but, the apparel companies that follow the practice are definitely doing the right thing. Is this difficult to accomplish? I’d say “no” again. The items feature date and location-sensitive printing and, let’s face it, no fan of the losing team wants to wear a “false” shirt. The people that come into possession of these clothes probably have no tie-in to the teams and value them more for what they are – quality clothing. 

Here’s an article that details just how tricky the agreements between apparel companies and sports leagues can be. 

Doesn't it seem that when companies do the right thing, they also receive a favorable Brand boost? In today’s world, we can sure use more stories of companies putting financial gain aside in order to help others. Are you aware of similar examples? If so, let me know in the comments section or tell me on Twitter! 

Thanks for reading! 

{Top image: Courtesy}

My Ever-Changing Perception of NIKE's Brand

Judging by the apparel worn by today's 8-14 year old boys in my area, brand loyalty is spread much wider than it was when I was in that age range. While the core of the traditional typical outfit (t-shirt, shorts, sneakers) remains the same, it's very common to see different brands for each piece. For example, I see a lot of kids wearing Under Armor socks with their NIKE shoes. Seeing how mixing brands has become perfectly acceptable makes me wonder if my perception of brands has become extremely outdated.

Growing up in the late 80's and early 90's, I would only consider wearing NIKE shoes. I was a NIKE billboard then, head to toe. This was purely based on the fact that Michael Jordan and Bo Jackson wore NIKEs. Performance, durability, pricing and other factors wouldn't impact my purchases until I grew older, but NIKE continues to earn my loyalty. Back then, I viewed Reebok as an inferior competitor and Adidas was a non-factor. Under Armor didn't exist yet so my choice truly came down to NIKE. I don't pay as much attention to the athletic shoe industry now because I don't wear sneakers as often as I once did but I'm really impressed to see the emergence of Under Armor. Kids seem to really like these shoes.  

I think Under Armor is a long way from overtaking NIKE but they're definitely making a dent, which is something I thought would never be possible. The following video from Fast Company fittingly details the history of NIKE's brand.

Quick point I'd like to make about this video: Tiger Woods was not unknown when he signed with NIKE. Many people outside of the golfing world were aware of him and knew that he was destined for big things. Signing Tiger was huge though - it allowed NIKE to enter a sport much like Michael Jordan did for basketball.  When I try to define "branding", I always point to NIKE as an example. My attraction to their products has changed on many different levels over the years and my perception of NIKE's brand is what I use when I try to identify other brands today. {Top photo: Courtesy}

New Brands in Sports

No matter if you're promoting butter, bourbon or basketball tickets, marketers know how brands play a key role in driving sales. Branding in sports is a funny thing - uniforms are instant brand identifiers but teams take varied approaches. Professional franchises like the New York Yankees have seemingly left their uniforms unchanged for decades. College football teams like the University of Oregon Ducks embrace an ever-changing cycle of uniforms as a main component of their brand. But a recent rebranding effort by one NBA franchise is something truly unique.

The Charlotte Hornets will be taking the court in the 2014-15 season for the first time since 2002. But the city of Charlotte has not been without an NBA during that span. You see, the Charlotte Bobcats, which have played in Charlotte since 2004, are becoming the Charlotte Hornets next season.

Perhaps a little background will help.

In 1988, the NBA welcomed the Charlotte Hornets as a new franchise. As most new franchises do, the Hornets struggled early and didn't see much success until the mid 1990s, clad in their totally '90s teal and purple uniforms. But, the owners in Charlotte grew unhappy and the franchise relocated to New Orleans after the 2001-02 season. The team took the the colors and the mascot. A few years later, another group of owners brought a completely new franchise to Charlotte and that franchise, the Bobcats, proceeded to play very uninspired basketball and has seen little success on the court. In what could be an attempt to inject new life into this struggling team, the group responsible for the Bobcats obtained the rights to the colors and name of the original Hornets franchise. The team in New Orleans adopted new colors and are now the "Pelicans".

So to recap, a basketball team in Charlotte took the name and colors of a team that still exists but plays in another city.


Teams frequently alter their uniforms these days and now "unveilings" help to make a routine exercise a little more memorable, as seen in this video on the (new) Hornet’s website. As confusing as this transition has been, I think the new unis in Charlotte will help the team develop a new identity and produce more wins. It will be interesting to see what, if any, tweaks are made to Charlotte’s new brand if winning doesn't commence soon.

{Top photo: Courtesy}

Pie Fights Make for Great Marketing

Pumpkin flavoring is all the rage during this time of the year. With so many pumpkin-spiced varieties out there, I understand if you're already pumpkin'd out but hang in there with me because I've got a great example of brand war to share - and it involves pumpkin pies.

I came across this article in the October 2013 issue of  Marketing News, a monthly magazine published by the American Marketing Association (Insert shameless plug for Birmingham's AMA Chapter riiiiiight here). In Cincinnati, pumpkin pies are a big deal and it seems that the locals have two sources for their pies: Busken Bakery and Frisch's restaurant, famous for their Big Boy mascot.

Over the past few years, these iconic brands have engaged in a lighthearted battle that has boosted pie sales for both companies. It's no holds barred as they involve billboards, social media and viral videos (like the one below from the Busken Brothers) in their attacks.

Full details of these pie wars are found in the article. It's a great read that made me think about the pros and cons of battling brands.

PROS

• If both sides are on board, brand images are boosted
• Good-natured brand wars fuel word-of-mouth marketing
• These wars can bring a windfall of unpaid impressions

CONS

• Original "players" leave, pranks continue, feelings get hurt and lawyers get involved
• If the pranks lag on and on, the "niche" wears off and people stop paying attention
• Real risk of being known as a bickering company instead of a baker of delicious treats

For even more about the pie wars, read this Wall Street Journal article. While I don't have a front row seat, I'm glad that the battle between Frisch's and Busken wages on!

The Best Brands in College Football

Another season of college football is here and it’s nearly impossible to not notice the popularity of the fastest growing sport in the land. Apparel sales, TV ratings and everything else about college football seems to improve each year. Not that you would want to, but you can’t escape college football.

The increase of the popularity of college football has paralleled the increased significance of recruiting that programs must do to say ahead of competitors. I've noticed that college football programs have started establishing brands to attract better players just as businesses build brands that will attract more customers.

In this post, I’ll identify the top 3 college football brands in America. This list is based off my general observations and is in no way scientific. Enjoy!

#3 THE UNIVERSITY OF TEXAS

The Texas Longhorns got back on the college football map in 2005 when they won the most entertaining BCS National Championship game that was ever played. The Horns have returned to the championship game only once since then but their brand is not suffering nearly as much as their fanbase. Here’s what the Texas brand has going for it.

The Longhorn Network – Started in 2011, the ESPN-operated Longhorn Network is dedicated to covering UT sports (emphasis on football). I’m not sure of the financials that were involved with this deal but you better believe that it was a nice injection to the athletic department’s revenue stream. Casting your branding image is made much easier with ESPN on your team.

Here’s a sampling of programming you’ll find on the Longhorn Network:

Big Program in a Big State – Texas is one of the largest states in the nation and is filled with football fans. Many of these fans cheer for the Longhorns. Many graduates of UT expand the Longhorn fandom by spanning across the country (and world) as their careers dictate. For branding purposes, UT has a built-in audience, right out of the gate.

Revenue – The University of Texas football program was recently identified as the most valuable team in all of college football, again. With annual revenue exceeding $100 million, the Longhorns have deep pockets – which is most helpful to any brand.

#2 THE UNIVERSITY OF MIAMI

Counting Dwayne “The Rock” Johnson as one of your former players should be enough to build a successful brand for your college football program, right?

True, but there’s so much more to the University of Miami football program’s legacy and lore. Here are the best elements of “The U’s” brand.

Embrace the Culture – The University of Miami football program was started in 1926 but saw no real success until Howard Schnellenberger was hired as head coach in 1979. Schnellenberger noticed all the untapped talent in South Florida and quickly began recruiting local players to The U. Rules were bent before and after the recruitment of these players, who helped Miami win on the gridiron while earning a “bad boy” image across the nation. Many people in Miami and throughout the country embraced this image – a level of acceptance and identification that every brand wants. No other game reflects The U’s brash attitude than the 1991 Cotton Bowl, in which the Hurricanes were penalized for more than 200 yards while winning by 43 points. Please watch “The U” from ESPN Films to learn more about the origins of Miami’s swagger.

Pro Factory – For a long stretch of time during the 1980′s, 90′s and 2000′s, it was not unusual for multiple Miami football players to be drafted in the early rounds of the professional draft. Each year from 1994 until 2008, at least one player from The U was drafted in the first round of the draft. A program’s ability to somewhat guarantee this type of professional success is a definite draw for recruits. Business brands routinely incorporate their success stories into their image.

Hand Signal and Smoke – Attend the introductions of players at any college football game these days and you’ll notice that many, many programs have their players emerge from behind a wall of smoke as they exit the locker room. This tactic was first developed at Miami and has become a widely-adopted motivator. “The U” hand signal is a very popular way to signify one’s allegiance to the Hurricanes. Small identifiers like these are great brand extensions.

#1 THE UNIVERSITY OF OREGON

There’s no other college football program in the country that has a better brand than the University of Oregon Ducks. While the walls of Oregon’s trophy room aren't lined with national championship trophies, Oregon usually fields a highly competitive team. “Style” is a big element of Oregon’s aura and they do a terrific job of making sure their success on the field goes hand-in-hand with their brand.

That Offense – The Ducks will never be included in any conversations pertaining to great defenses but their offense stands out above the rest. No team can fly like Oregon. Known for utilizing speedy players and an extremely fast tempo, the Oregon offense has contributed to the win column many times over the past decade. From their most recent game:

In a recruit’s mind, the Oregon offense equals touchdowns, celebrations and the spotlight. Take a page from the Oregon playbook (pun fully intended) and associate your business’s brand with the equivalent sensations.

That New Football Complex – Gone are the days when college football programs could sway recruits with an offer to be on a good team while attending a good school. Modern players need to be cared for and entertained. That need is met (and then some) by Oregon’s new football complex. This $68 million, 145,000 square foot building features staff offices, a barber shop, a weight room, a medical treatment area, a cafeteria and much more. This facility is the most impressive complex of its kind in the nation. In terms of their brand, the addition of this complex has helped the Ducks associate their program with quality and innovation.

Those Uniforms – We all know the story: NIKE’s founder is an Oregon grad and big-time donor, which makes it very convenient for NIKE to test the latest materials, colors and designs for their athletic gear. There are countless combinations to Oregon’s uniforms and the Ducks lead the way in creative helmet design. That this football program is known for unique uniforms is an important brand factor. Be unique but be successful too.

These aren't the most success college football teams on the field but their brands are highly ranked.

A World without Outdoor Advertising

A scene from a popular movie recently prompted me to write a post about the use of outdoor advertising - especially on building exteriors. That particular movie scene featured Shanghai, a city that seems to fully embrace outdoor advertising. Since that post, another scene from another film has opened my eyes to the fact that some cities are taking back their skylines and landscapes from marketers.

The goal of Morgan Spurlock's Pom Wonderful Presents: The Greatest Movie Ever Sold is to get his audience to realize the impact advertising by brands has on many areas of life. I won't give a full review of this highly-entertaining film. However, the brief segment in the film that highlights Sao Paulo's effort to remove all outdoor advertising from within the city is worth noting.

In 2006, a ban was placed on all outdoor advertising in Sao Paulo, which is the fourth largest city in the world. In The Greatest Movie Ever Sold, Spurlock speaks with business owners there to determine how the lack of this advertising has changed their marketing plans. While I cannot find that segment of the film on YouTube, I did find the following clip that is equally helpful in learning more about the ban.

So we've discussed the blatant use and total prevention of outdoor advertising. I have a hunch as to which version marketers prefer but it would seem eerie to live in a world without outdoor advertisements. What do you think?

Best Use of Google+ Pages by Brands

Google+ is making up a lot of lost ground in the social media world and its presence is growing by the day as more people migrate from Facebook. Brands are noticing this growth and although Google+ is still a strange and unfamiliar place for some, there are some brands that are off to a great start. Here are a few examples of the best use of Google+ pages by brands.

FOOD NETWORK (3,328,087 +1’s)

I love to eat but I’m not a foodie by any stretch of the imagination. I don’t cook and I never watch Food Network programming on television. I’m only familiar with Food Network’s Google+ page because I needed to add to my list of pages that I was following during my early days of Google+. But Food Network’s Google+ page has become one of my favorite pages!

What the Food Network page does right:

• Does a great job of posting attention-getting photos
• Takes full advantage of the large cover photo space to promote Food Network programming

PBS (947,022 +1’s)

I keep track of PBS on other social media outlets and, for the most part, all of their messages remain constant across the board. However, it seems to me that PBS’s liberal side is shown a little more freely on occasion through the PBS Google+ page. But that’s not why I consider this page to be so entertaining.

What the PBS page does right:

• Shares video clips from the wide range of PBS programming
• “Stirs the pot” by asking questions and interacting with PBS followers

ROLLING STONE (957,452 +1’s) 

The Rolling Stone Google+ page is probably the magazine’s best use of social media to show that Rolling Stone is about more than just music. I may not always agree with the writers and editors but from a brand standpoint, the Rolling Stone Google+ page really gets it.

What the Rolling Stone page does right:

• Features lots of great photography from covers and concerts in posts
• Doesn’t skimp on the content; mounds of links back to their web articles (past and recent)

BONUS! 

He doesn’t have a page per se but with 723,783 followers, Marques Brownlee is doing wonders for his personal brand with his Google+ profile. Never heard of Brownlee? Me neither – until I came across his profile much the same way I discovered Food Network’s Google+ page. I’m about as much of a techie as I am a foodie but I’m really impressed with MKBHD’s passion for sharing his knowledge about the latest phones, tablets and other technology.

What Marques Brownlee does right:

• Posts extremely well-made product review videos from his YouTube channel
• He’s not all business; his techie humor comes into play frequently

I can’t wait to see how these and other brands take the use of Google+ pages to the next level. Thanks for reading and please be sure to let me know your favorite Google+ pages in the comments!

 (PS - I wrote an entire post about Google+ and almost forgot to ask you to add me to your circles!)