Brand Dots

Posts Tagged ‘Leadership’

What does Steve Jobs’ health have to do with Apple?  EVERYTHING!  He is not only the CEO of Apple, he IS the Apple brand.  When there is a possibility that the leadership of a company is facing a life-threatening illness, it could mean serious speculation about the strength of the brand.

Steve Jobs has intrigued me ever since I watched the Steve Jobs Stanford Commencement Speech 2005 on You Tube.  His speech was amazing.  It was an inspiring story about the many ups and downs in Jobs’ life.  He is an amazing storyteller.  This speech builds trust in him and the Apple brand.

Steve Jobs Stanford Commencement Speech

In his speech, he was candid and open about his heath struggles.  So, why the change of heart?  Why is he so secretive about his health now?

Because the possibility of Jobs leaving the company could mean a HUGE loss for Apple-both physically and financially.

Yes, there are laws to protect employee privacy when it comes to health.  However, from a PR standpoint, withholding this information could be detrimental to the health of the company.

With the launch of the new iPhone convergence, Apple would be taking a huge risk by disclosing Jobs’ liver transplant.  (Mind you, he received this transplant because HE was the sickest person on the transplant list.)  I agree with Laura Ries’view on the iPhone craze.  Apple may dominate the market right now, but they still have strong competition and Jobs’ health could stop the juggernaut in its path.  The mere speculation of Jobs’ health could cause problems for Apple.

The SEC is currently trying to pass laws that force companies to disclose the health of CEOs.  This is controversial, but could be necessary if companies want to please their shareholders and improve brand equity.  If CEOs choose to be the spokespeople for their companies, they should be prepared to live in the limelight in all aspects of their life.  After all, they are a direct reflection of the brand!

Many automakers have found success by expanding their product lines and targeting as many consumers as possible.  Take the Ford Motor Company, for example.  While most American auto companies are struggling right now, over the past 100 years, a great deal of Ford’s success can be attributed to creating a different model car for each type of demographic, consistently positioning each brand for their intended target market.

Ford has expanded their brand to include all target markets. This allows them to appeal to customers in many age ranges, income ranges, lifestyles, and demographics.  By targeting many different groups, they can appeal to all customers, capturing the whole market.

2008 Ford Shelby GT500KR

While each Ford brand has different car models that target specific income and age ranges, the following brands generally speak to these car-buying lifestyles:

Ford:  The Ford brand is an American icon.  They are known for offering a different model vehicle for every price, style, efficiency, work load, gas mileage, or muscle.  However, they are typically priced for the middle-class consumer that is interested in driving a sporty vehicle.  They are currently trying to position themselves as the hybrid leader in the American market.  Target age 18-50. Target income $30-100K.

Mercury:   More luxurious than the average Ford model.  Generally for middle aged, established adults who are looking for luxury and smooth easy driving.  Target age 35-50.  Target income $60-100K.

Lincoln: Each Lincoln vehicle represents sophistication and comfort.  They target successful men and women that want recognition for their hard work. Cars come equip with the latest technology and plush interiors. Target age 18-50.  Target income $100K+.

Volvo:  Geared toward the safety-conscious consumer.  Perfect for customers who enjoy the outdoors and traveling in comfort.  They are known as a family vehicle, as they offer solidity and reliability.  Known for targeting customers who want a classy, affordable car that can guarantee safety and comfort.  Target age 18-50.  Target income $60-100K+.

As you can see, each brand has it’s own unique personality.  Ford has been successful by consistently modeling each promotional strategy and car design after their target lifestyle’s preferences.

As you develop your own product and brand, think of whom you want to target.  Targeting Your Market can be simple if you know how to identify your potential customers and conduct market research. (Quantcast.com is an excellent resource for helping you identify the traffic going the websites for your favorite brands.) Next, choose a target market and compile a customer profile.  You’ll be most successful if you identify specific information about your target market’s age range, income range, educational level, interests and lifestyle.

Identify what your product offers consumers and what your competitive advantage is.   Which consumers will find your services the most beneficial and how can you reach them?  Be sure to send a consistent brand message that speeks to your target market.

Harley-Davidson is one of the most celebrated American brands today and there’s a good reason for their popularity. The motorcycle company has been around for over a century and has had to do very little advertising.  They have built such a strong sense of community among its owners that the brand practically sells itself.

They clearly embrace the outlaw archetype.  When you think Harley-Davidson you think of rebellion, leather, freedom, nonconformity, and endless possibilities.

This commercial says it all.  When you ride a Harley, you’re not just purchasing a motorcycle; you’re becoming a part of something larger.  You’re joining a fleet of black shirt wearing rebels. You’re becoming a part of a group of people that share common interests: the love of the road, riding, and the H-D brand.  It’s not just a bike; it’s a way of life!

Here are several ways that Harley-Davidson has built community among it faithful fans and loyal customers:

• The Harley-Davisdon Owners Group (HOG) was established in 1983.  This group’s membership is restricted to owners.  Brand loyalists are the only welcome members of this community.
• They’ve started Harley-Davidson rituals and traditions through virtual interactivity.  They sponsor Harley rallies, encourage members to share their brand experiences, and even created a H-D Museum .  Harley fans can plan an entire trip through the company website.  They can make travel accommodations, rent bikes, and plan their travel routes. They’ve created a virtual community online.  Their website allows enthusiasts to participate in the brand experience, even when they are away from their motorcycles – Internet marketing and brand building brilliance!
• They give back!  The H-D Foundation encourages employees to volunteer for service organizations, such as Big Brothers Big Sisters, veteran groups, and community revitalization projects, among other things.

Harley-Davidson outlets are more than just retail stores and motorcycle dealerships.  They are a gathering place where riders can trade stories and talk to others that share the same passion.

Every company should strive to create the same type of meaningful brand experience.

So, how many logos would you consider tattooing on your body?  For Harley-Davidson followers, there is no question.  Harley Davidson is more than just a brand – IT’S A LIFESTYLE!

Yep, the economy sucks right now and it doesn’t look like it’s going to get better any time soon.  Companies are cutting costs any way they can and, unfortunately, most companies cut the marketing budget first.  Right now, decision makers are more worried about the bottom line than investing in the future. 

This puts marketing teams in a tough spot.  Workers are afraid to loose their jobs because of cutbacks and others feel like they are stuck in positions that they hate, afraid to face the unstable job market.  And since companies can’t afford to invest in promotions to attract new customers, their focus is shifting to customer service so they can keep the customers they have.  

How are managers supposed to encourage great customer service, when employee morale is so low?

The solution?  Servant Leadership.  Servant leaders do the following:

•  Devote themselves to serving organization members

•  Focus on meeting the needs of those they lead

•  Develop employees to bring out the best in them

•  Coach others and encourage their self-expression

•  Facilitate personal growth in all who work with them

•  Listen and build a sense of community

The main idea of servant leadership is that leaders serve the staff.  Managers treat their employees how they want the employee, in turn, to treat customers.

One brand that embraces servant leadership is Chick-fil-a.  Their entire company is centered around servant leadership.  Founder, Truett Cathy, has built an empire around “seizing everyday opportunities to help others.”  He leads by example and this is reflected by Chick-fil-a employees.  They have the most cheerful and polite drive-thru operators I’ve ever seen!

As leaders, we have to start focusing on our employees so they are more willing to focus on the customer.   More and more executives are realizing that this is the most successful way to run an organization.  This approach to leading is evident in their brand messaging, employee benefits, and, most importantly, mirrored by the employees that interact with their customers each and every day.  

Servant leadership is the answer!  

Food for thought:   What companies can you think of that use servant leadership?  What leadership qualities do you find important?  In addition to servant leadership, how do you recommend improving employee morale?