Hendrix

Uplifting communities through technology

[sdmhendrix]

Leadership Branding - The Early Years of Kwame Kilpatrick

2001 - Kilpatrick is elected Mayor of Detroit, Michigan.

2005 - Elected for second term as Mayor of Detroit with 53 percent of popular vote.

How did he do it? How did his brand have positive perception amongst citizens.

I would say, he knew his customers - the citizens of Detroit. He started by telling an incredible story of growing up in Detroit, going to high school in Detroit at the prestigious Detroit Cass Tech (notables - Diana Ross, Ed Gordon, and Kenneth Reeves former mayor of cambridge, ma) going to a HBCU as a collegiate football player who became the captain. Next, graduating, lawyer, and State Representative.

All these achievements by citizens in Detroit had a perception of unachievable...but he achieved.

Most considerable move was his SWAG! He did not distance his image from the inner city people. People identified with his flamboyant image. this level of transparency generated honesty and trust...the emotional connection.

lastly his agenda hit the notable key points: schools, safety, and entrepreneurship.

The other candidates could not make an overwhelming connection to the community, so it was always a stigma that if i vote for this leader he will not have my best interest in mind.

There was hope, he won both elections, had a lot of potential but overtime he lost everything - his life, family, HIS BRAND!

[sdmhendrix]

Emotional Connections Part 1 - Bad Experience

Tweets from poor product placement on AT&T's part went very bad. It's 9/11 tweet placement garnished much criticism. People on that remembrance day felt emotions of patriotism & vulnerability. No wonder this action is parallel with the research done by Imc2 (http://adage.com/article/news/dawn-relationship-era-marketing/231792/) which places AT&T at the border line of reluctant & limited relationships with people/consumers.

The emotional connection failed because of the capitalization off of a cause, a cause very passionate among customers. It presented ATT as dishonest. Someone online said "maybe the ad would have worked without the phone"...possibly. Personally, I cant see how someone wouldnt see the negative connotation ahead of time....  they remove the tweet after an hour of criticism - Why no foresight??

I'm sure they learned their lesson.

[sdmhendrix]

Personal Brand = STOCK MARKET

“This is a first-of-its kind security tied to the cash generated by the brand of a professional athlete,” said John Rodin, President, Fantex Brokerage Services.

Davis, 30, is a two-time Pro Bowler and first-round draft pick out of the University of Maryland in 2006 who is in the fourth year of a six-year contract that pays $4.7 million this year and $4.35 million in 2015.

Fantex plans to buy 10 percent of Mr. Davis’s future earnings for $4 million!!!

i think this is very innovative! Financially, it has a huge opportunity to capture the upside of opportunity. NFL players really cover all of Roger's Five Forces. Also, Davis has partnerships with other brands - ENDORSED BRAND (as discussed in Aaker & Joachimsthaler, 2000)

what would be interesting to understand is if a player get injured, Can the brand servive? Other players like Magic Johnson, Michael Jordan, Jerry Rice, John Elway, still have connections to products where the value of the brand is still being used to endorse other products.

I wonder how the stock market will influence a players Brand?  Its another complexity to manage is my perception. So differentiation, energy, relevance, esteem, and knowledge will be key components to manage for increased or sustainable brand equity.

[sdmhendrix]

This is why AMD could not compete with Intel....

AMD Commercial was launched in 1999/2000 in response to the Intel Inside commercial. this commercial poorly speaks to the AMD brand identity and peoples perception.  This commercial sits within the 80% area of the bell curve because AMD didn't have a distinctive position in the minds of computer authority figures, which is critical in order to compete in the microprocessor landscape.  Intel and the intel Inside campaign represented more than just speed. It represents reliability, quality, innovation, first.  Because this commercial only speaks to the speed it makes it hard to perceive AMD as a company with more value proposition and creating a competitive advantage.

also if they were going to attack Intel in a commercial, I would have created something undesirable related to the logos on every PC, mainly because Intel had created a global supply chain powerhouse.  so all these factors need to be accouunted for but it wants me to pull over.

[sdmhendrix]

i don’t think kia should be in the luxury market under Kia but they priced the vehicle to compete....we'll see.  i think it'll be more challeging for them to position themselves under the Kia brand due to the enception of Kia being known as a low cost option.....

i think its a great commercial for Kia.  Kia a company that has no identity in the luxury market is now trying to disrupt the market and strictly on perception accomplishes this with this commercial.

Peoples perception is hard to break....

Thus returning to the Lincoln topic - i think they have some connection in the market for luxury so how can Kia as a 2nd follower pierce this segment.   I dont think they can compete without some exclusiveness.  and you cant call something luxury with low quality features and materials.

[sdmhendrix]

LUXURY BRAND: LINCOLN MOTORS IS FIGHTING....

My first connection with Lincoln was a hot summers day in my grandparents Lincoln Towncar. Huge Car for my 4'9" grandmother but we ran errands every weekend. It was a symbol of success and hardwork.

I later got hired to work for Ford Motor Company and I came at a time when they recently acquired PAG (premier automotive group) which contained Aston Martin, Jaguar, Land Rover, Volvo, and LINCOLN. These brands were far more luxurious to ME than Lincoln. Many other customers and employees had the same sentiment. The acquisition was supposed to create this "shadow endorser" house of brands as well as gain technical expertise from the brands but it failed with FoMoCo selling all the import brands at a loss. (great lecture by Prof Gosline #professorgosline)

Everyone internally i remember felt Lincoln was too old and for someones grandparents. Also employees lost the luster for their very own domestic Lincoln brand. In fact several executives selected their company car to be an import and not a Lincoln. This quickly changed with the hiring of new CEO Alan Mullaly.  I think it was the best move!

As a result, focus was redirected to building the luxury LINCOLN brand. And the first PERSONA I saw walking through the halls was the tag line"Living the American Dream".  True customer connection was started and this message became a consistent synergy among the images of the Lincoln brand.  You can see this connection with the NOW LINCOLN CAMPAIGN. http://now.lincoln.com/  

http://now.lincoln.com/2014/02/emeli-sandes-journey-to-my-kind-of-love/

It reconnects customers with the Living the Dream.  In my opinion it speaks to the perception with hardwork you can reward yourself with something Luxury so why not a LINCOLN vehicle....

NOW...Lincoln is promoting their new brand pillars: Quality, Design, and Personal Service. Lincoln has learned that a premium customer has higher and different expectations. There strategy is to deliver personal service through a series of product, ownership, and shopping experience such as:

 Lincoln 24/7 Online Concierge – an amenity offering clients an around-the-clock concierge to assist in creating a highly personal online shopping experience.

• Les Clefs d’Or and the Lincoln Academy – the international association of hotel concierges is consulting on the new Lincoln Academy, a sales and service associate training program for Lincoln dealership personnel aimed at training them to deliver the same personalized service experiences clients receive at top luxury hotels.

• Lincoln Brand Champion – One employee is chosen from Lincoln dealerships to advocate for the brand and spread passion for the vehicles throughout the dealership.

• Lincoln Black Label – A collection of unique interior aesthetic themes and warm personal experiences that will transcend the expectations of the most selective luxury client and elevate the Lincoln brand. It is expected to launch toward the end of 2014 (http://www.at.ford.com/news/cn/Pages/Lincoln%20Brand%20Pillars%20Quality%20Design%20and%20Personal%20Service.asp)

Lastly, FoMoCo understands that a luxury owner in America is very different than one in Asia-China. Ford's research showed 

"today’s Chinese luxury customers are quickly evolving. They are no longer satisfied with luxury as an overt statement of their personal net worth. Instead, they are increasingly seeking luxury as a way to express their individuality. They want luxury brands that can meet their personal needs and reflect who they are as an individual. As a result, they also want to build a personal relationship with brands whose culture and values they can identify with."(http://www.at.ford.com/news/cn/Pages/cld.aspx)

Lincoln official CHINA LAUNCH - LINCOLN BRAND STORY VIDEO:  

http://www.at.ford.com/news/lincoln/pages/multimedia.aspx?t=v&n=96

With the fresh new look, customer focused, and great brand leadership I'm certain Lincoln is on its way to become a great luxury brand.  by the way, this new look is far from the first experience i had in my grandparents lincoln town car....

[sdmhendrix]

Then you have a suburban school that has kept the Detroit name in its school title. But people throughout Detroit and Michigan abroad associate this school with the highest elite. Many student have a direct connection into Ivy league education, CEOs send their kids to this school.  They have done a great job of keeping the Detroit name but managing a their brand by improving their brand manifold. first the multiple constituencies was highly corrolated to other Ivy league graduates and CEO as well as teachers coming from prominant institutions so the internal external connections positions the brand in a strong place. for the temporal factor the school started in detroit moved to the suburbs. This move had a significant effect on the evolving meaning of the brand over time.  By attaching itself to a Detroit of Old improves this schools brand image but relocating itself outside of the detroit boundary lines also has significant positive effects. This school hovers around the bottom half of the Brand Manifold connecting with the LHS - anchor, ground internal embodiment and perception. It pushes its rich school history and excellence of the decades....

[sdmhendrix]

The Detroit Public School Lawn Sign garnished increased awareness because many people throughout the city prominent leaders such as church leaders, business owners, etc could show their support in a Brand that once NEVER had to connect to its consumers.  It worked.  Such a different image from the bottom pictures that are readily attached to the DPS brand.

It was a great Idea to create a new image for Detroit Public School.  I would manage a brand in the same way.  Not separating itself from the Detroit City image would have been a hard task and in my opinion a failing task if you're trying to improve school enrollment which translates into increase revenue for each school.....

[sdmhendrix]

[sdmhendrix]

Detroit Public School Increased enrollment by $6.2 million in per-pupil funding...HOW did they Manage their Brand???

I started off K-2nd grade at a prestigious elementary school in a very rich suburb of Detroit. Due to a decrease positive educational trajectory my parents removed me. Sent me to a private Catholic elementary and middle school in the heart of Detroit. My parents worked in the Detroit Public educational system but felt their son would fare better in a private institution due to the access of organized sports.

Growing up I only saw outstanding students from Detroit Public Schools. My mom was a product of the Detroit Public School System (DPS). All my connects to the DPS were positive connections.  Even certain inner city schools had superior reputations that extended nationally due to specific events such as “academic games”, chess, debate, science competitions, and music virtuoso (especially famous jazz musicians and RnB/Soul singers).  These graduates could be you. Because many graduates went on to do great things such as Ivy League schools, Recording Artist, or Entrepreneurs.

But this image/BRAND faded…. The Brand was lost!!! Ironically no management of the Brand was needed. Why? No Competition! No Competition for decades. It was only one option and if you wanted a good educational option in the city they had a wide variety that fit your needs.

Through the 90s after the crack epidemic, industrial companies left the city, and political corruption plagued the city and school system - Detroits image and everything around it suffered. A branded house - Detroit’s brand created a risk and other entities within that umbrella ie everything within the city limits suffered. or Companies had to work very hard on their Brand to distance themselves from this Branded House effect.

Which leads me to DPS in the late 2000s: The Detroit Public Schools’ “I’m In” campaign, an advertising blitz designed to attract parents and students to the district, won a national advertising award this week. The campaign won a Gold honor at the Effie Awards, held annually by the New York-based American Marketing Association. DPS beat out competitors Apple, Kraft, Ford and Hyundai. (http://www.mlive.com/news/detroit/)

A youtube video exemplifying the effort: http://youtu.be/am7wTfMgG-I

So the “Im In” campaign positioned DPS in the Top right hand corner of the Brand Manifold category with its innovative grass roots efforts to get the community involved and unified. This grass roots effort joined people together by painting doors (children to adults, entertainers to activists). This act was done without corruption or violence. DPS created a new meaning for the school system and the outward/external perception had positive attachments. As a result the external embodiment of DPS detached itself from many negative images.

Results: Increased enrollment by bringing 830 students or $6.2 million in per-pupil funding.

[sdmhendrix]

Specific Consumer Feedback from Thai Citizen

Thai student has flown SIA and Thai airways (which is a direct competitor of SIA)

Joke said in Thailand about SIA vs Thai Airways: if you had a decision to choose between Thai airways vs Singapore airlines and the price is the same -- we will always choose SIA ...because we want to see pretty Flight Attendants versus Thai which uses Old women

The person further CONFIRMED EVERYTHING in Case without reading the Case Study. The below feedback are direct answers to how SIA sustain customer-centric values.

SIA

maintaining the plane, 

You could expect newer airline 787 vs 747,

you can feel the difference

color of seats is vibrant

props on seat neat

something that stood out: napkin on head kept clean by changing

make the plane look clean

Thai airways major competitor - didn't feel this way - old and used feeling

food - very nice, food is more delicious than other airlines especially Thia Airways

most important compared to western airlines were the Flight Attendants for SIA.  Perception: alert, enthusiastic, quick at take action

specifically selected VERY CONSISTENT IMAGE: pretty ladies - thin, same height, pale, hair pulled back and up

Uniforms: material/fabric is simple but good design and fitted, very practical however Thai uses Thai silk very hard to maintain (always needed laundering) and it showed in the presentation. 

[sdmhendrix]

SIA vs. Competition (Thia airways)

Thia Airways  Flight Attendants

SIA Flight Attendants

[sdmhendrix]

Premium Wine Branding

https://www.youtube.com/watch?v=ynlzz66uv-8

Descriptions with such words as aromatic whites, balance, acidity, austere wine, savoury and smooth wine, enticing nose, rich and oaky

Maybe these descriptions should come out in a commercial or advertisements if the target customer is a premium buyer.

But I can say this commercial does not want me to go out and buy a bottle to taste or compliment a bottle with my dinner or food....

i cant see how this commercial is strategically using a bottom up or a top down strategy....

[sdmhendrix]

Sampling of Concha y Toro premium wines with Asian cuisine at Novikov in Russia.

What was very interesting was the use of words to describe the PREMIUM wines: "The Maiden Flight 2012 riesling was quite aromatic, honeysuckle, orange blossoms in character with very lots of fleshy white fruit flavours"  Other comments were "I found the riesling a good match to the spicy shrimp dumplings, the fruit in the wine tempering the chilies in the dumplings"

or another comment was the following: "The big surprise was the gewurztraminer. I was expecting a typical gewurz with lots of roses and honey on the nose and palate but this  had none of that. A floral nose to be sure with white acacia and honeysuckle aromas but on the palate it was dry and spicy with a long citrus finish – very refreshing and morish"

final comment:" I enjoyed the wine and food matchings at Novikov and wouldn’t hesitate to order Chilean wine if I was dining on spicy Asian cuisine. The aromatic whites having great balance and acidity and the red wines standing up to the often strong Asian flavours that can overpower a wine."

from website: http://thewinesleuth.co.uk/2013/05/18/concha-y-toro-at-novikov/

[sdmhendrix]

platforms that increase rate of adoption: Are there any besides mobile

I like the post-it note example because it's a classic example without the craze of mobile mania!  Even though the mobile platform can create increased rate of adoption there are so many value add products that need other examples and mediums to determine the rate of adoptions...like Post-It note showed their product at a clinic, Edison showed his light builds by creating and installing the total electrical system in the existing gas infrastructure of homes. these strategies both exemplify usage of variables that determine rates of adoption

[sdmhendrix]

1977 - 4 city introduction in stores - DISAPPOINTING RESULTS

1978 - 3M issued free samples = INCENTIVES, which is directly correlated to the rate of adoption

1980 - Re-introduced in stores and was a huge success.

Little unknown fact: it began in the executive offices. Someone was using them on a memo paper which spawn very key attributes: Trialability, Observability, Compatibility, Zero-Complexity, and Relative advantages were quick easy to write down notes, thoughts, ideas on a removable paper

[sdmhendrix]

these two modile apps stand out because of there diffusion and adoption rate. They both follow the 5 attritubes of innovations... relative advantage, compatibility, complexity, trialability, and observability.  all these attributes have positive responses when applying this criteria tothe above mobile apps.