Tag Archives: Branding

If you follow one blog…

“Care a little more.

Show up.

Embrace possibility.

Tell the truth.

Dive deeper.

Seek the truth behind the story.

Ask the difficult question.

Lend a hand.

Dance with fear.

Play the long game.

Say ‘no’ to hate.

Look for opportunities, especially when it seems like there aren’t any left.

Risk a bigger dream.

Take care of the little guy.

Offer a personal insight.

Build something magical.

Keep your promises.

Do work that matters.

Expect more.

Sign your work.

Be generous for no reason.

Give the benefit of the doubt.

Develop empathy.

Make your mom proud.

Take responsibility.

Give credit.

Play by a better set of rules.

Choose your customers.

Choose your reputation.

Choose your future.

Thank the ref.

Reward patience.

Leap.

Breathe.

Because we can.

It really is up to us. Which is great, because we’re capable of changing everything if we choose.

All we can do is all we can do, but maybe, all we can do is enough.”

I opened my email up this morning and found this inspiring message from Seth Godin. Subscribe to his blog, it is one of the best blogs that I follow!

-EMC

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What working for BMW taught me about branding

I was hired to work for BMW Group Canada fresh out of grad school. I bought myself a beautiful pair of Prada heels and some gorgeous new suits to celebrate and from my first day working in the President’s office, I took executive management’s mantra seriously: work hard and play hard.

Looking back at that time – 12 years ago – I feel tremendously pride in what I learned (and contributed) at BMW. I learned about branding and about love for a brand; I’m not talking about love for a car, or a luxury product, or 5 star customer service, or the fabulous parties and events; no, I learned that a company and product can have a personality and that personality is transmitted through a brand and carried forward by every single employee and follower/client of the brand. Everything that we feel, think, believe, experience about a product, service or organization makes up a brand and to put it very simply, I was blessed to have been immersed in this amazing learning experience right after graduation from my Master’s program.

Most of my MBA colleagues went into banking, some others into consumer products, and still others into consulting services but my decision to join BMW was twofold: 1) I wanted a job that would stand out on my resume (and working for one of the most internationally recognized brands will do that quite nicely!) and 2) I wanted to work with executive management and board members to understand how “big decisions” are made. Both elements have helped me in my professional career and the investment I put into BMW as an employee was richly rewarded: the lessons I learned in branding have been present in many aspects of my life: from writing, my consultancy and the decisions I have made as a professional.

Working at BMW, I ended up learning more about branding than I ever thought possible. It probably started during my very first week when my boss – the President of BMW Group Financial Services – told me he got me a new BMW to drive since it was important that I “love the car.” And from that moment on, the learning never stopped; to this day I am continually impressed by BMW’s ability to reach the heart and minds of consumers. I still remember hearing about “corporate identity” (or “CI” as I learned how to call it) and experiencing the rush that comes with driving a series 7 down the 401 in Toronto or participating as a sponsor in Formula One in Montreal.

196482_5791600338_520_nPhoto: Esther Clark at Formula 1 in Montreal, Canada. Part of BMW’s sponsor team.

Branding is not about a marketing strategy or an advertiser’s storyboard or the color or look of your logo. It is about connecting your product or service to a human being and doing this in a meaningful, coherent and continuous way. I may just be BMW’s biggest fan in Quito, Ecuador: I love the brand, and I wouldn’t have it any other way!

Esther Clark

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Savvy Saturday August 6th, 2016

The worst place to develop a new business model is from within your existing business model. – Clayton Christensen

www.pinterest.com

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Ecuador 3.0

I have spent the last ten years in Ecuador. I though it was about time to start highlighting some of the beautiful discoveries I have made in these years living and working in Ecuador. I’m calling this series Ecuador 3.0 to reflect the Marketing 3.0 idea created by Kotler – that brands need to connect, engage and live in tandem with the wants/needs/desires/values of customer. Ecuador 3.0 is born!

I thought I would start this series with something strikingly simple…water. Guitig natural sparkling water is an amazing product. Their story here. Their official website here.

Guitig recently paired up with some talented local designers to create unique bottle designs. More info here (in Spanish).

Drink it in!

– EMC

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White Space

We all need “white space” in our lives. White space allows us to think, be creative, be strategic, focus on what counts, do something fun, laugh, cry or a combination of all these things.

I usually factor “white space” into a project because it provides you or the project manager the opportunity to pause, reflect and tailor actions before things go too far in the wrong direction.

White space is not only reflection. White space is planning, thinking, future looking, story building time that allows us as human beings to remember we are human. Check for mistakes, celebrate a success, write that thank you letter or start that side project you have always wanted to do.

White space makes us human. Without white space we run the risk of becoming machines. e3dc9e58e2c5faad2871843721955e3d

EMC

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Legacy and Future – let’s not throw away the past!

Strategy + Business published an article about Adidas reconnecting with its past in order to inspire its future. It reminded me of a discussion we had this week while we were “ideating” for the future of one of our organization’s business units; I mentioned the unit’s “legacy” and how this presents challenges and opportunities for the organization going forward.

In the cited article, the authors talk about how Apple, Adidas, Lego, Burberry and others came to a point where each company:

…realized that it had a distinctive history rich with memories, experiences, and signature processes that could be used to design the future — not through a slavish adherence to tradition, but through thinking differently about strategy, innovation, and products.

People and organizations all go through moments when they fail. Sometimes organizations never recover and slowly become irrelevant to their stakeholders. Case in point: Netflix vs. Blockbuster.

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Last year at the Peter Drucker Global Forum I heard Nilofer Merchant talk about “seeing around corners” in order to understand what we should expect as leaders of organizations. For those companies who have a legacy, a history, a track-record, a story, a “tribe” – sometimes it is a matter of looking at “signature” products/services/processes/experiences in a new way. Successful businesses (past, present and future) connect with stakeholders in a unique way: bringing out the best and brightest of the brand, its clients and the overall organization.

EMC

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Sinek: How Great Leaders Inspire Action

One of our favorite TED talks… great starting point for any discussion on inspiring action around a brand.

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Getting attention for your brand in Latin America

Chiminea
Photo: Chiminea (Blanca Gómez)

I have been helping international brands connect with their markets in Latin America for over 10 years. Here are some ideas that I have picked up over the years and want to share with you. Most of them are relevant and can be applied elsewhere – US, Canada, Europe etc.

So, here are some ways (in no particular order or linear process) for you to connect with Latin America and get the attention your brand deserves!

1) Choose your influencers
2) Make friends with the media and thought leaders
3) Tell your story – unique and compelling content
4) Solve a problem – be creative!
5) A picture is worth 1000 words – be visual

At some point in the future, I would love to delve down into each one of the items on this list but until then, I would urge you to think about your brand (and corp) values and how those apply to what you do. If you can connect with your values and with people who share the same values – especially if they are influencers and thought leaders – then your brand will get the attention you want and deserve. Coherent, simple, organic growth.

EMC

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