Does your company have good character? I’m not talking about the people or “characters” within the company. While the people make up a very important part of it, I’m talking about the character of the company, itself.

Good character, like TRUE branding, is based on a very specific set of criteria. For TRUE branding, we’ve determined that the brand must be True, Relevant, Unique and Engaging to have a strong, marketable brand foundation. But when it comes to character, there are six traits that form the strongest foundation:

•  Trustworthiness
•  Respect
•  Responsibility
•  Fairness
•  Caring
•  and Citizenship

Not one of those characteristics has anything to do with increasing market share or ROI.

There’s more than the bottom line. There’s more than the marketing. There’s more than 60-hour workweek. There’s more than the executive washroom. There’s more than accounting or sales. More than copier paper, toner, staples… There’s simply more, and it’s called character. While it shouldn’t be confused with your company brand, good character and a TRUE brand should go hand-in-hand.

Can British Petroleum (BP) say they’ve got a good character? If you evaluate the company character based on the simple six criteria listed above, they’re failing miserably! They’ve broken our trust, shown absolutely NO respect, taken no responsibility for their actions and have been deplorable in their dealings since the spill (can we even call it a spill any more?). And let’s not even talk about caring and citizenship. It’s a perfect case study in complete corporate character implosion. Even based on the TRUE branding criteria, I’d say their brand (and company) is in a world of hurt.

I love the recent statement by Laura Ries when she identified BP’s “brand problem.”

“The spill in the Gulf has pulled the curtain off of a company that has been blowing smoke up our butts for years. No consumer, regulator or politician will soon forget this tragedy”

And she concludes with,

“Strong brands with a reputation for quality, safety and honesty are able to survive even the worst tragedies and negative PR stories. Toyota, Tylenol and Goldman Sachs have faced some dark days recently, but for them the future is still bright because the brands are strong. For BP, not so much. A brand with a poor reputation facing one of the worst oil spills ever is damaged goods. No amount of advertising can fix this. Anything BP says will no longer be believed. You can fool us once, but never again.”

Because of recent events, BP is the obvious example, but what other companies have been branding themselves as the “community company” when its character, deep down, is flawed, selfish, myopic and detrimental to the community in which they serve? Finding the truth within your brand is imperative. It’s the foundation on which all else is built. Ironically, truth is a core component for good character as well.

I can’t emphasize the importance of the correlation here.  There’s an important connection. When the two support each other, everyone wins!

What has your company done to educate and foster good character? Does good character start in the corner office and spread on down through the ranks or is it simply a happy face panted over oil slicks, smoke screens and broken promises?

Food for thought…

Keep Cooking! (TRUE character-driven business)
Andrew B. Clark
The Brand Chef

For more information on the six pillars of character, check out these links:

http://www.charactercountsiniowa.blogspot.com/
http://charactercounts.org/sixpillars.html
http://www.drake.edu/icd/
http://josephsoninstitute.org/business/

I don’t mean to fire another shot at the marketing community in the U.K., but…

What the heck are the marketers for the London 2012 Olympics committee smoking?

VIDEO:

Sorry about the auto play… (Notice the kids giving the Nazi salute to them? WTH?)

To have such a prestigious organization adorn your city would be an honor to last a lifetime. But it seems like the folks marketing for the occasion have taken the opportunity and turned it into a Duran Duran meets The TeleTubbies on LSD experience.

Let me back up about four years… If you haven’t read it yet, I did a blog post (June 2006) about the incredibly ill-conceived logo designed for the London 2012 Olympics. Saying:

“I’m saddened when I think of the world’s athletes that have put so much effort and time into achieving the honor of competing in the Olympics having to walk around the Olympic Village slathered with a logo that looks like they just got back from a Duran Duran concert.”

And now the marketers have launched a campaign to show off the new mascots. All I can say for them is at least they’re consistent.

Good Lord, They look like the love child of Timothy Leary and TinkyWinkie! I’m thinking the Aztecs saw this for 2012 and just decided to end it all there. What the heck would be the point of living after that?

Marketing in a Vacuum?

Normally, in these horribly off-the-mark situations, I’d point my finger at some self indulgent agency or myopic company trying to be “cutting edge” without the first hint of research or understanding of the target market. But according to The Telegraph UK, the chairman of the London Organizing Committee, Lord Coe and his marketing group spent 18 months and did over 40 focus groups in preparation and development of these atrocities!

40 FOCUS GROUPS?!?

What did they do, design them AND THEN hold focus groups until they found someone to say they liked them?

Here are a couple more images that come to mind when I see these mascots:

At least Vancouver 2010 Mascots related to the region and didn’t scare the hell out of people…

Also from The Telegraph UK:

Stephen Bayley, the prominent design critic, said: “What is it about these Games which seems to drive the organisers into this cretinous infantilism?

“Why can’t we have something that makes us sing with pride, instead of these appalling computerised Smurfs for the iPhone generation?”

“If the Games are going to be remembered by their art then we can declare them a calamitous failure already.”

I mean c’mon, if one of the biggest design critics in your country says they suck, shouldn’t you reflect on the direction you’ve taken?

So, what is the London 2012 Olympic committee to do? It’s too late to start over. It’s too ugly to ignore. Is this a public relations issue now? Can they make this all make sense somehow?

I’d love to know what you think. And for a little fun, here’s a little spoof from Gawker…

Keep Cooking! (at least tasteful branding decisions)
Andrew B. Clark
The Brand Chef

Our pledge of allegiance mentions something about being “One Nation,” and being, “Indivisible,” right?  Unfortunately, it’s been so long since I’ve heard it, I may have to check my facts on that.

After watching the State of the Union address, I had to reflect on how, with ironic timing, President Obama’s points called out the divisiveness and partisan wrangling that has burdened our government.  Opening his speech, he offered a basic testimony to the past struggles our nation faced and how solutions were made:

“And despite all our divisions and disagreements, our hesitations and our fears, America prevailed because we chose to move forward as one nation, as one people.”

One Nation… Right?

I sensed his frustration. His pleas to each side of the isle were compelling.

“To Democrats, I would remind you that we still have the largest majority in decades, and the people expect us to solve problems, not run for the hills. And if the Republican leadership is going to insist that 60 votes in the Senate are required to do any business at all in this town — a supermajority — then the responsibility to govern is now yours as well. Just saying no to everything may be good short-term politics, but it’s not leadership. We were sent here to serve our citizens, not our ambitions. So let’s show the American people that we can do it together.”

(You can read the full State of the Union address here.)

And here’s how I turn this into a post about marketing…

As I listened to Obama, I almost felt as if he’d read my last blog post about good branding being in the eye of the beholder. (President Obama, if you’d like to comment, that’d be great!)

My underlying plea from that post was about being stronger as a marketing communications community.  It was about stopping the finger pointing and accusations of inadequacy.  It was about stopping the abuse of those trying to do good for their clients and being more aware and supporting the community we all try to make a living in.

Whether you consider them a competitor, a colleague, an associate or even an enemy; solely pointing out what’s wrong with a campaign, plan or design does nothing productive.  Does it offer benefit to your clients?  Does it offer benefit for their clients?

How does it reflect on your own brand?

So, for those of you working in, for, around, or on behalf of a client – ANY client, maybe this will help:

“I pledge allegiance to the Brand and the value proposition of our Client; and for the return for which we aim, one agency (or Nation), under God, caffeine crazed, with creativity and reward for all.”

Say that every morning, with your hand over your heart, as you stare at the coffee maker.  Maybe it will help remind you that we’re all in this to support the clients and our community. We’re all in this to make a better world for our children.  But most of all, we’re all in this together.

One Nation…

Keep Cooking (TRUE benefit for all)
Andrew B. Clark
The Brand Chef

When it comes to a little friendly competition, I’m all game.  I love the challenge.  I love the strategy.  And obviously, my friends over at Lessing Flynn advertising agency, think the same way.

At the end of what was an extremely busy social media week for Central Iowa, we were made aware of a little competition brewing in the advertising agency social media ring.

The competition?

In short, there was a Michael Glass poll created asking, of 45 ad agencies listed, who had better social media reach?  Who had true social media skills? (click the image below to go to the poll)

As the poll started to grow legs, it was evident that the two overwhelming leaders in the group was an agency out of North Carolina by the name of Media Two and our own Ad Mavericks (Lessing Flynn) from little ol’ Iowa.

For me, it started Thursday afternoon when I saw a tweet…  innocuous at first, but in its tone was more of a challenge, thrown down to all central Iowa social media professionals, purveyors and hobbyists.  As I continued to monitor the conversation, the tone became, well, more of a battle royale. Here’s a sample…

You can check out Ad Maverick’s complete Twitter stream here.

The game was on.

Some of the contenders never had a chance, but as Mr. Glass’s poll grew from a couple hundred respondents to well over 600 (at the time of this post), the competition for “Social Media Agency of the Month” was obviously between Media Two and Ad Mavericks.  The two pulling away with double and triple the number of votes of other agencies.

What was driving the polls?  Well, social media, silly!

Both agencies had a reputation to define and defend.  So much so that Media Two, in typical, politicized, mud slinging fun, posted a (sightly) myopic commentary on the viability of social media surviving  in the Midwest, trying to discredit Ad Mavericks. (shame on you Media Two…)

With true, Midwestern grace and poise, Ad Mavericks responded with their own post, or should I say call-to-arms; making a great argument for their cause as well as some of the best examples of social media success one could think of for Iowa and the Midwest as a whole.  Iowans – social media savvy businesses, compulsively connected individuals, huge social media celebrities – have made the medium truly viable for the “fly-over” states.  In contradiction to Media Two’s tongue-in-cheek jab at Iowa, Ad Mavericks raised the flag of social media superiority for the state and solidified the reputation Iowans have taken pride in – humbly and honestly.

I encourage you to review the poll entries.  Weigh your thoughts on both Media Two and Ad Mavericks and vote your conscience.

With that, what a week it’s been in Iowa.

On top of the usual social media buzz Iowa generates, Iowa’s week started off with an astoundingly successful Highlight Midwest, where entrepreneurs, techies and the social media strong merged in downtown Des Moines to spread the good word, educate and perpetuate the great things that are happening with technology and social media throughout the Midwest.  Even more specific to advertising agencies, Love Scott & Associates just sponsored the DSMCVB Social Media Marketing Workshop where top Iowa businesses converged to discuss social media as it applies in marketing, public relations and human resources (more here).  And promotions for the upcoming I_Blog Conference started hitting the social media stratosphere in earnest to bring businesses and individuals together to create an even stronger force in Midwestern social media.

Competition is good.  Cooperation is better.

Social media fosters both competition and cooperation in a way that traditional media has never been able.  While the competition on Mr. Glass’s poll is fun and driven by silly jabs at the competitors; the nature of the poll is serious. Who does have true social media chops?  Is it a Midwest vs. East coast competition – Iowa vs. North Carolina?

Or what if we took this week’s experiences and made it social media driving the greater good through communication within and between our respective communities?

Food for thought…

Keep Cooking!
Andrew B. Clark
The Brand Chef

P.S. As a side point, if there were a write-in option for the poll, this post would be solely about The Brand Chef and the silliness between Ad Mavericks and Media Two would be a moot point. I wish luck to both agencies.  They’re both great social media purveyors and advocates, providing great value to the medium.  May the best agency win.

Are you successful in social media campaigning? Look around you.  Is there anyone else with you?  Is there anyone even near you?

Okay…  I say that somewhat figuratively.  But think about it.  Are you TELLING others about your business, your industry, politics, dreams, fears, or aspirations?

Or are you TALKING with them about theirs?

If you look around and seem to be virtually alone, maybe you’re taking the wrong approach to the campaign.

Twitter, Facebook, LinkedIn, Ustream, Flickr, along with the endless number of other social media platforms out there are for precisely one impetus.  Like a campaign, your intention is to build community.  And I’m not talking about tipping the polls with sheer numbers. Who cares that you have 10,000 followers on Twitter?  How many of those 10,000 actually engage in your community – “Youville?” If you want to be President of “Youville,” you’re going to need to campaign, recruit, coerce, engage, and ultimately communicate and relate with those that would be your constituents.

TALKING = SOCIAL MEDIA:
There are those I see that do it pretty darn well. I call them “Thought-leaders” in their industries.  They’re engaging and relevant to their communities.  They campaign their positions with intellect and verve. And we’re all eager to follow along, to learn, to re-tweet, re-post and lap up the droppings just to be involved.  They accept suggestions and conversations about their thoughts.  They teach.  They learn.

TELLING = NOT-SO SOCIAL MEDIA:
Then there are those that “campaign.”  They soapbox. They rabble-rouse and conjecture; like planning some sort of coup – pushing information out with such ferocity that they miss the engagement side of social media. They forget the community side of social media.  They forget their constituents.

Ultimately they lose the campaign for “Youville.” And then they complain that social media is worthless for their “business model” or their “industry” – a waste of time.

I say they’re just not Presidential. It’s a fact.  Not everyone can be president.

So, from one of those “Thought-Leaders,” Mack Collier, I’d like to reiterate what makes “Social Media” social.  If you’re not doing a majority (if not ALL) of these things…  You may need to get out of the race. (you can read the full text of Mack’s post here)

1 – Promote other people. All it does is make others more likely to promote you, and want to interact with you.

2 – Watch your language. I don’t mean what you say, but HOW you say it. How you interact with others greatly determines if and how they will respond.

3 – Show people that you value their opinions. … From my experience, the room is ALWAYS smarter than I am, so anything I can do to encourage interaction with everyone else, means I am going to learn something.

4 – Show people that you care. … there’s a lot of people I follow that I rarely, if ever, tweet with. But … One thing I do is if I see someone I rarely tweet with mention that they got a new job, or a new car, or got married, etc, I will send them a quick tweet congratulating them. Doesn’t take 5 secs, but it quickly let’s them know that I’m watching and care enough to congratulate them.

5 – Say ‘thank you’ early and often. It matters. This isn’t rocket science, it’s social media.

Campaigns should be run similarly.  Create connections to your community and grow it with value and trust, not volume and thrust!

What do you think?  Do you have more tips for winning the “Youville” elections?  I’d love to carry on the conversation.

Keep Cooking!
Andrew B. Clark
–The Brand Chef