Archive for the ‘Branding Champions’ Category

Thule Saves My Wife’s Life

Tuesday, December 7th, 2010

Thank you Thule, thank you for making the best product on the market. Your Thule Excursion Cargo box literally saved my wife’s life.

My wife was in a major car accident and our 5000lb Infinity QX4 rolled down a steep ravine. Our Thule Excursion acted like a “bumper” on the roof as my car rolled and rolled over and ended up on it’s roof. It took 2 wreckers to crane it out.

The Thule didn’t even have a dent in it, but look at my Infinity…

Car accident 1

car accident 2

car accident 3

car accident 4

car accident 5

car accident 6

If anyone has ever questioned the quality and strength of a Thule look no more. We owe you my wife’s life.

Thank you Thule!

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Undercover Boss – Stealing A Page From The BIG Kahuna

Sunday, February 14th, 2010

Did anyone see last weeks episode of Undercover Boss It featured Larry O’Donnell, President of Waste Management going undercover performing tasks that the average Waste Management employee does?

waste management

YouTube Preview Image

It was eye opening for him. As it would be with any company.

We’ve been doing this sort of thing for our clients for over 17 years. We always find the same nonsense. Corporate makes policies and procedures that either can’t be obtained or are downright ludicrous. And those policies hurt your brand! Yup, if your company makes a stupid policy the brand will suffer.

In one example Larry uncovered that one of his plant managers was docking employees pay if they were late back from lunch by taking 2 minutes of their pay for every minute late. That’s a bad policy. It hurts morale but most importantly it hurts the brand.

I can guarantee that any company that hired us would be dramatically improved from an internal and external branding perspective by the research we do as it relates to policies and procedures of a company. Guaranteed.

Remember folks, your brand is being delivered by your employees everyday.

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The Bachelor and Bachelorette Brands Can’t Be More Racist

Monday, January 4th, 2010

My wife loves both the Bachelor and Bachelorette and she MAKES me watch them. As I’ve watched these reality shows I’ve come to notice there are no minorities to speak of. None. Well maybe a token here and there.

Why? Why so white?

Here is the cast for this years new Bachelor:

bachelor 2

And the lucky guy:

bachelor

And last years Bachelorette and cast:

bachelor 3

That’s a lot of white.

So why the obvious discrimination?

In 17 total seasons, neither show’s main role has ever been filled with a person of color. ABC representatives say they are “exploring” the issue for upcoming seasons.

How do these brands go unnoticed? Is this a branding strategy from ABC?

Whay say you kahunas, are the brands racist?

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New Phone Number Equals BIG News!

Wednesday, October 7th, 2009
New, Improved, Space Age, Hi-Tech, blah ba de blah…
 
We have a new phone number: 617-504-2305
 
First person, company, alien to call it gets a huge discount on a NEW project. Need a new website? Logo? Tagline? Search Engine Optimization? Marketing plan? Now’s the time to call the new number because it’s gonna be huge.
 
Like Monster Truck Sunday huge! Sunday, Sunday, Sunday!!!!
 
Hurry, hurry, hurry…but wait, there’s more. You’ll also receive Ginsu Knives, the ShamWow and a George Foreman Grill! Okay, maybe not that stuff but for sure the really big discount…
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Felony Franks – So Good It’s Criminal

Wednesday, August 12th, 2009

felony-franks

I don’t know if Felony Franks makes a good hot dog or not but I do know that this is a great example of how to build a brand.

Why do I like the branding? They’re different and they have a purpose. They give jobs to felons. A lot of folks won’t like that idea and choose not to visit Felony Franks. Great! They’ve just eliminated the people they don’t want. The customers that do come in will probably be repeat, dedicated customers….as long as the food is good :)

It takes guts to stand out in the crowd but when you do you win. That’s why developing a brand identity is the most important thing any company can do.

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I’ve Birthed A Blog – I’m A Proud Parent

Friday, October 31st, 2008

Today is an exciting day for me. One of our client’s American Profit Recovery just started to get passionate about what they do. A few months back we designed their collection agency?blog and trained them on how to use. Not much happened. Then I gave them a bit of the BIG Kahuna’s mind…I was, let’s just say forthright.

Together with our PR guy they started to blog regularly, passionately and with good content. This is their post today…a YOUTUBE VIDEO! I feel like a proud blog parent.

YouTube Preview Image

Good job guys, be yourself and have fun. Keep showing how you are the only DIFFERENT collection agency out there!

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Branding Gone Viral

Tuesday, October 28th, 2008

Sometimes you just have to stand back and say holy shite! While I was on YouTube searching around I came across a video made specifically for me (sort of). I was VERY afraid. Check it out:

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Attention: Agent Scott at Brand Identity Guru Dot-Com

From: http://www.CISense.com The Senior ELVA Partners have reason to believe that a powerful new ‘machine’ exists that transmits information for predicting future trends, products and happenings. Your mission, if you choose to accept it, is to find this machine and report back on your findings.

My first thought was, wow, I can’t believe this company CiSense made a video for me. And they never told me about it, I was supposed to just find it….very cool.? Read about the campaign they set up here:

Secret Missions for the Blogosphere

I’m now bummed that they didn’t send me the secret letter? I wonder why?

Anyway, what a great idea to get people motivated to check out your new company and service.

The service looks really interesting I’m going to read more about it but the strategy and creative was way cool. Kudos to CiSense!

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The Greatest Musician Of All Time

Saturday, October 18th, 2008

Taken from my always working branding mind. Who was so different and made such an impact? Who?geniunely “lived” their brand…always??The Beatles? The Stones? Elvis? Not even close.

Only one man…

“Get up, stand up, Stand up for your rights. Get up, stand up, Don’t give up the fight.

James Henke, author of Marley Legend (he’s also curator of the Rock and Roll Hall of Fame and one of my former editors at Rolling Stone), claims Marley’s more famous now than John Lennon.

“They had very similar philosophies,” he tells Evelyn McDonell in Miami Herald. “But the worldwide impact of Bob is much stronger. If you look at pure sales figures, Bob is a more vital artist now in terms of people still buying his music. Bob has this much broader appeal.”

Read more here

A few tidbits on the genius of the?Bob Marley brand:

  • 1976: Band of the Year (Rolling Stone)
  • June 1978: Awarded the Peace Medal of the Third World from the United Nations
  • February 1981: Awarded Jamaica’s third highest honor, the Jamaican Order of Merit
  • March 1994: Inducted into the Rock and Roll Hall of Fame
  • 1999: Album of the Century for Exodus (Time Magazine)
  • February 2001: A star on the Hollywood Walk of Fame
  • February 2001: Awarded Grammy Lifetime Achievement Award
  • 2004: Rolling Stone Magazine ranked him #11 on their list of the 100 Greatest Artists of All Time.[20]
  • “One Love” named song of the millennium by The BBC
  • Voted as one of the greatest lyricists of all time by a BBC poll.[21]
  • Here’s the song list from Legend:

    1. Is This Love
    2. No Woman, No Cry
    3. Could You Be Loved
    4. Three Little Birds
    5. Buffalo Soldier
    6. Get Up Stand Up
    7. Stir It Up
    8. One Love/People Get Ready
    9. I Shot the Sheriff
    10. Waiting in Vain
    11. Redemption Song
    12. Satisfy My Soul
    13. Exodus
    14. Jamming

    Buy the CD Here, the BIG Kahuna commands it!

    “Emancipate yourselves from mental slavery;
    None but ourselves can free our minds.”

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    Homeless Brand Mascots

    Monday, October 13th, 2008

    My friend Jonathan Salem Baskin (Brand Behaviorist)?just put out a new YouTube video. I loved it. I’ll tell you why after you watch it:

    YouTube Preview Image

    Now why did I love it? Because most of these icons make no brand identity sense. For an effective mascot to work it must leverage the brand identity. For instance is Volvo (safety brand identity) decided on a mascot a swashbuckling pirate would be bad, but a?police officer?would be good. See the difference?

    Sock puppets, Kool-Aid jugs and gecko’s mean nothing. I do happen to like the caveman mascot only because it does leverage “ease of use” which makes sense, hence “so easy a caveman can do it”.

    Jonathan is a branding guy. He’s just a different kind of branding guy. I’ve coined him the Brand Behaviorist and it suits him well. Now if only I can get him to at least consider that brand identity and perceptions help drive a brand…

    p.s. Jonathan, you haven’t made a comment on my blog in quite some time. The BIG Kahuna is angry!

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    CNN Is News Crack

    Tuesday, September 16th, 2008

    Cnn IS the most trusted name in news, at least with me. I watched CNN throughout the conventions and all the hurricanes. I was glued to the TV as news reporters were holding onto poles as hurricanes Ike and Gustav?hit.

    I’m really not sure what keeps me watching but I do. I can’t stop. Now I have the shakes because nothing is happening. Anderson Cooper has come along way since The Mole.

    I love CNN and when there is trouble in the world they’re the first place I turn. Period. Why? Because they seem to offer the most comprehensive coverage. And it never stops. Coverage upon coverage upon, you guessed it…coverage.

    My wife, Nicci asks me why I keep watching the same stuff over and over. I’m addicted I tell you! I can’t stop watching.

    As I write this post now I’m wondering if OJ will go to jail?

    CNN is my favorite news brand. And they consistently deliver the news. I’m a CNN News crack addict.

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    Coke – McCain Vs Pepsi – Obama

    Sunday, September 14th, 2008

    Laura Ries just wrote an awesome post on the McCain branding representing Coke and the Obama branding representing Pepsi. Here are some excerpts:

    McCain is Coca-Cola. As part of the incumbent party that has dominated the White House for the past fifty years, he is the real thing. He embodies courage, duty and honor. As part of a legendary Naval family McCain?has a long history serving our country, his fighting in Vietnam and?years spent as a POW are legendary.?His reputation has always been as a maverick. McCain’s strength is his experience.

    Obama is Pepsi-Cola.Obama is the choice of a new generation. Pepsi said, “You don’t want to drink what your parents drank. You are the Pepsi Generation!” With a?whole new taste and look, Pepsi stormed into the cola aisle just as Obama stormed onto the political stage. Obama is new, young, different and embodies the idea of change and hope. Obama’s strength is that he represents the choice of a new generation.

    Read the entire story here. Hop over it’s really a great read.

    Wanna make your vote count? Click the VOTE FOR ME button below. Why? Cause we kick slacker butt!

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    Geek Squad Branding

    Thursday, September 11th, 2008

    I’ve written on Geek Squad a few times but I have to just they are really kicking some branding?ass. I see their cars and vans all over the place and it reminds me of what a great internal branding strategy they have. It’s a coveted job in their industry.

    I’d love to hear from some Geeks? Comment as to why you love Geek Squad and what makes them special to you. Our branding readers would love to hear it right from the Geeks mouth!

    My Kahunas (your version of Geeks) are livin’ quite a life, vote for us below if you think we’re cool enough for you Geeks!

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    Having A Special Client – Thank you!

    Tuesday, September 9th, 2008

    The other day I asked our readers, customers, friends and family to help us in the startupnation.com virtual business competition. One of our clients Humboldt Storage and Moving (one of United Van Lines largest movers) sent me a quick?email.

    The email from President Jim Sullivan was addressed to all 100 plus employees of Humboldt. It said let’s help out our partner in this competion. It’s important to them.

    Wow, that’s some cool beans.

    Humboldt has always taken a deep interest in BIG and we truly have a real partnership. I’m fortunate to have them as a partner!

    Thanks Humboldt!

    And for those that haven’t voted, c’mon help a brother out. Click VOTE FOR ME below. You can vote once a day.

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    Branding Is Critical To Word Of Mouth

    Friday, September 5th, 2008

    Readers of my blog know (in my humble opinion)?I’ve been critical of word of mouth marketing companies as I think most of them miss the boat on branding. I see lots of gimmicks and smoke and mirrors. Then I came across this post:

    Keller Fay/OMD Study Finds Offline Word of Mouth More Positive and Credible than Online Buzz

    Here’s a quote:

    On average, there are 3.5 billion word of mouth conversations that occur daily in the U.S. Offline WOM accounts for 92% of conversations (75% face to face; 17% by phone), and email, IM/text messaging and chatroom/blogs account for 7%.

    What does this research tell us? I perceive it as word of mouth marketing?is directly tied to and dependent on how one feels about a brand. The more positive you feel about a brand the more one talks. And according to this research people are talking offline.

    How do you get people to feel a certain way? Well a remarkable product or service is a good start. And of course proper positioning and brand identity development are crucial. You need to differentiate your company or product and focus. Apple products are not for everyone for a reason. They do a great job of excluding people and selling into their core target market. I am not an Apple brand ambassador. I own an old iPod, that’s it. But my graphic/web designers all use Mac’s and would NEVER switch to a PC, ever. they are part of the Apple cult.

    So if you’re considering word of mouth marketing remember one thing. It’s part of branding, treat it as such.

    **Show us some clicky-love,?mouse up and VOTE FOR?ME?in the big green box on the upper right! Help us win -?you can vote once a day**

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    What Is Your Favorite Brand?

    Thursday, August 21st, 2008

    There are some pretty great brands out in brandsland today. What is your absolute favorite? The one you talk to your friends and family about. Or on your blog. The brand you’re in love with. The one brand you would never give up??

    My?wife’s favorite?is Oil of Olay.

    My absolute must have and favorite brand?is Diet Coke.?

    C’mon my fellow branders, what’s your favorite?

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    Here’s A Great Viral Video

    Saturday, August 16th, 2008

    This is a cool video that has a chance to go viral:

    YouTube Preview Image

    It’s certainly a fun way to get people to visit your site. Is it real? Who cares, it’s fun and I was immediately engaged. Will it result in sales? Good question.

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    I Want To Interview Your CEO – a.k.a. BIG Kahuna

    Tuesday, August 12th, 2008

    Here’s a chance to get your company and its message in front of over 2000?executives a day.

    ?

    I’m going to be scheduling once a month?BIG Kahuna?interviews with top companies across the?globe over the next 12 months. The interviews, including promotional materials, will be a major part of?our branding blog.

    ?

    Here are some of the benefits of being one of the lucky chosen:

    ?

    1. High exposure to other CEOs, Presidents and Owners of fortune? 500 companies.

    ?

    2. Tremendous exposure to prospects and the trade.

    ?

    3. Our blog stories get?picked up?by other bloggers. If your article is newsworthy watch it get picked up by the thousands of RSS subscribers we have. This means hundreds or thousands of other bloggers picking up my story.

    ?

    4. You’ll be able to link to the article in your news section. Nothing beats great blog PR. Nothing. Especially from the Guru.

    ?

    The blog post will remain on the site forever.

    ?

    So how much will all this cost? Nothing, bupkis, zip-o, nada….ZERO

    ?

    Here’s what you have to do. Email me at swhite@brandidentityguru.com?and tell me why I should interview your BIG Kahuna.

    ?

    The interview must be with your President, Owner or CEO.

    ?

    So here’s your chance to make you and your company?look good by getting some blog love from the premier branding blog in the country.

    ?

    So c’mon folks, I need ?interviews. Write me ASAP.

    ?

    ?

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    Seth Godin On Luck

    Monday, August 11th, 2008

    As my loyal readers know I often disagree with things Seth Godin says. I haven’t purchased any of his books but do read his blog. For the most part his blog has been pretty mundane as of late?but then he posted an article on being lucky. This caught my attention immediately.

    The name of the article is “The Difficult Choice”. Check it out.

    Sit back people because everything Seth says in this post is solid and the truth. If I had a nickel for every time a poor boy like me was referred to as lucky, well…I’d be even richer than I am today.

    It’s funny how someone like me can be SO lucky all the time. Look folks, it ain’t luck. I’ve been responsible for all my luck but sometimes it’s easier for people that haven’t accomplished what they want to call other people lucky. Seth’s not lucky.

    Like Seth I take big time risks. Some fail miserably (no one ever calls me lucky then) and some pay big dividends.

    When 911 came we lost 75% of our business. Almost all our clients got laid off from their companies. What did I do? I closed down the office and gave everyone the opportunity to work virtually from their homes. This saved me tremendous capital expenditures and it made the employee’s who stayed much happier. Was it luck? It was a big risk for sure that paid off. I made my luck. and in return my employee’s are the happiest they’ve ever been.

    So the next time you question someone’s success whether it be a company or individual remember one thing. It’s a lot easier to call someone else lucky than take the chance at making your own luck.

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    BIG Props To Baby Genius – Welcome To Positive Word Of Mouth

    Friday, August 8th, 2008

    I’ve never shopped at Baby Genius. I’ve never heard of them until yesterday. So why the mad props?

    My best Friend Scott (yea, same name) told me about a story that I thought was fantastic. One of Scott’s co-workers had twins. So Scott originally went to Amazon to buy a couple of baby gifts. But, unfortunately none of the Amazon suppliers provided gift wrapping (hard to believe).

    So Scott found Baby Genius and orderd two of the same gift. A day later Scott had a message to call Baby Genius regarding his order. When he touched base with them the man told Scott that one of the products was not as good as the other and didn’t want to ship it out as he thought they might be for twins (how cool is that?).

    So instead he offered an upgrade at no additional cost so that both babies would get the same toy, both in good shape.

    Now although I’m a big Amazon fan I’m pretty sure that type of service would have never happened.

    More on Baby Genius here:

    International licensing
    rights for DVD, Audio, VOD,
    and Broadcast please contact:
    Brenda Wooding
    BW)M
    6266 Sunset Blvd
    Los Angeles, CA 90028
    USA Tel: 1-323-467-1408
    Email: Brenda@bwoodingmedia.com
    www.bwoodingmedia.comTom Estey, President
    Tom Estey Publicity & Promotions
    Tel: 1-508-451-5246
    Email: TJE6464@aol.com
    www.myspace.com/tomestey

    National Press Representative:

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    Tom Asacker – I Picked The Jack Of Hearts

    Thursday, August 7th, 2008

    Tom just released a cool YouTube vid on marketing and magic. Check it out:

    YouTube Preview Image

    I said that in my post here with Best Buy. Look don’t say one thing and do another folks. In today’s blog world you will be found out. Just be honest, thanks Tom!

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