Champion Brand

Conversations on corporate branding inspired by APCO Worldwide's Champion Brand model, featuring the elements of alignment, authenticity, attachment and advocacy. This Tumblr is maintained by APCO Worldwide. Posts and mentions are not necessarily an endorsement of the companies, products or campaigns included.

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The Power of C.E.O. Activism (via the New York Times)

As more and more CEOs and other high-level executives become household names they gain the ability to influence public opinion and even public policy on issues beyond the scope of their business operations. CEOs are able to leverage their personal brand and the corporate brand of their companies to advocate for societal change like never before. 

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The IKEA Foundation, an independent group that operates IKEA’s global philanthropy, aligned itself with its stakeholders’ expectations by providing low-cost furniture—but to an entirely new group of customers. The United Nations High Commissioner for Refugees recently placed an order for 10,000 IKEA Better Shelter homes, which are 188-square-foot spaces to provide safe housing for refugees worldwide. This project took years to develop and perfect, proving the foundation’s authentic desire to make a positive impact. The IKEA Foundation built these structures to solve many problems in current refugee housing including a lack of structural stability and insulation. These buildings last three years compared to the six months a typical shelter lasts. Continuing to prove their authenticity, the foundation announced they will try to lower the cost of each Better Home to less than $1,000.

IKEA already has a loyal brand following, but this effort can strengthen the attachment between the company and current customers, and it can influence potential new customers to choose IKEA. Creating Better Shelters calls attention to an issue that doesn’t often get center spotlight: the quality of life for refugees.

http://mashable.com/2015/03/30/ikea-better-shelter/

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In a global study of public and private companies, Darden and APCO Worldwide discovered how important corporate behavior is to stakeholders evaluating branding.

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For Microsoft’s Collective Project, Robert Downey Jr. and Albert Manero, founder of Limbitless, surprise a child with a 3D-printed Iron Man arm. This innovative use of technology and presentation from Iron Man himself exemplify Microsoft’s advocacy and support for using advanced technology to help people with disabilities. via Adweek

*Microsoft is an APCO client

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Seafood Distributor Makes Sustainability Front and Center

Sea Delight provides frozen fish to major supermarkets and retail wholesalers. They recently made a commitment to sustainable food, aligning with their customers' expectations as a distributor. Sea Delight developed a policy to ensure they receive and sell fish that have been caught or raised in a sustainable way. They also created the Sea Delight Ocean Fund, a nonprofit to fund other seafood sustainability projects.

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The game kept the nation on the edge of its seat right until the very last minute. But what about those pre-game-hyped commercials? APCO's Bill Dalbec reviews.

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Dean Krehmeyer from the University of Virginia's Darden School of Business discusses the global trends and opportunities APCO Insight's Champion Brand study captures

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Following Black Friday and Cyber Monday, APCO's Karen Buerkle looks at the top retail brands in North America.

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Microsoft, Intel, Google, Nestlé, Disney Rank as Top Champion Brands in 2014

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Ahead of Thanksgiving, JetBlue has engaged in a new advocacy campaign that offers free airline tickets to humanitarians and Good Samaritans across the country.

The effort rewards good deeds just before the holiday season and helps JetBlue gain a stake in an increasingly large network of generous brands advocating for charity and giving.

"By helping people who help others, JetBlue is raising its own profile with customers who care about whether the brands with whom they do business care about social good," says PR Daily's Kevin Allen.

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British supermarket Lidl took advantage of some negative press for rival Sainsbury’s, and customers took notice. Sainsbury’s received some backlash when an internal flyer challenging employees to make their customers spend more went viral.

Lidl quickly responded, posting their own public challenge to employees – “encourage every one of our lovely customers to save as many 50ps as possible.” The clever response was covered by several influential media outlets, including The Independent. Lidl managed to successfully align their campaign with at least one customer expectation: saving money on quality products.

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GMC is using sponsored content to promote other companies that share its values. While not a direct stakeholder, Helm boots is an obvious beneficiary of GMC’s efforts to raise awareness of American-made products. It is a clear case of demonstrating alignment by investing in content that promotes their ideals. 

http://mashable.com/2014/10/07/helm-boots-video/ 

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Budweiser made waves this week with its fifth annual “Be(er) Responsible” campaign featuring a Labrador named Cooper. The brand uses its national name recognition to advocate for responsible driving, encouraging consumers to “make a plan to make it home.”

Budweiser’s ad is an example of the powerful link between a company’s brand and its commitment to social responsibility.

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Under Armour recently launched its “I Will What I Want” women’s ad campaign featuring prominent female athletes, including ballerina Misty Copeland. Shifting from its focus on men’s athletic apparel, the brand’s campaign aims to empower and incorporate women in the sports industry. Under Armour’s choice to feature a ballerina is an example of advocacy for not only dancers as athletes but also women as strong, powerful forces in a male-dominated field.  

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Here's What Happens When You Ask Netflix to Go to Prom With You

Netflix scored big by paying attention to its users and fulfilling a high schooler's dream.

From AdWeek:

Muthana Sweis, a student at Marist High School in Chicago, took two dates to his junior prom—and one of them was Netflix. In a January tweet, the 17-year-old asked the company if it would accompany him on March 29 if his request got 1,000 retweets.

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140-Disney-Character "Ultimate Tweet" Announces All-Night Disney Side Party On Both Coasts