Comments for KW Brand Translation http://www.kwbrand.com Tue, 17 Jan 2012 15:02:50 +0000 hourly 1 http://wordpress.org/?v=3.3.1 Comment on What’s the Responsibility of a Brand Ambassador? by Donna Carlson http://www.kwbrand.com/2012/01/15/whats-the-responsibility-of-a-brand-ambassador/#comment-52 Donna Carlson Tue, 17 Jan 2012 15:02:50 +0000 http://www.kwbrand.com/?p=299#comment-52 I'd venture to take Kurt's premise on "emotional labor" a bit further. George Bernard Shaw wrote, "Life is no brief candle to me. It is sort of a splendid torch which I have hold of for a moment. And I want to make it burn as brightly as possible before handing it on to future generations." Whether we feel compelled to represent the brand we work for is a chicken and egg question. Am I an emotional mercenary, willing to promote a cause for monetary return? Or am I drawn to pour my life's work into that which seems to count? I’d venture to take Kurt’s premise on “emotional labor” a bit further. George Bernard Shaw wrote, “Life is no brief candle to me. It is sort of a splendid torch which I have hold of for a moment. And I want to make it burn as brightly as possible before handing it on to future generations.” Whether we feel compelled to represent the brand we work for is a chicken and egg question.

Am I an emotional mercenary, willing to promote a cause for monetary return? Or am I drawn to pour my life’s work into that which seems to count?

]]> Comment on What’s the Responsibility of a Brand Ambassador? by Kurt Wilson http://www.kwbrand.com/2012/01/15/whats-the-responsibility-of-a-brand-ambassador/#comment-50 Kurt Wilson Mon, 16 Jan 2012 22:34:12 +0000 http://www.kwbrand.com/?p=299#comment-50 While I was unconsciously aware of the concept of 'emotional labor,' I had never heard that term, and it's fascinating to realize how pervasive that type of intangible/deeper expectation on employment is in our economy. Many times the expectations are formal: theme restaurants like Hooters get around typical hiring/firing law by classifying their servers as 'performers' so that they CAN discriminate based on gender, age and quality of their performance, and Disney employees are called 'cast' and trained on the expectations when they're 'on stage.' Furthermore, most anyone working in the whole nonprofit is expected to be a champion for whatever cause they're working for. As our labor market gets tighter, the corresponding demands on employees will only increase...but in most cases the expectations will be unspoken, unconscious. While we are free as Americans, the hidden reality is that most people unconsciously sacrifice that freedom and gladly sell their emotions, loyalty, advocacy and network as the 'cost of entry' to the company or coveted job. While I was unconsciously aware of the concept of ‘emotional labor,’ I had never heard that term, and it’s fascinating to realize how pervasive that type of intangible/deeper expectation on employment is in our economy. Many times the expectations are formal: theme restaurants like Hooters get around typical hiring/firing law by classifying their servers as ‘performers’ so that they CAN discriminate based on gender, age and quality of their performance, and Disney employees are called ‘cast’ and trained on the expectations when they’re ‘on stage.’ Furthermore, most anyone working in the whole nonprofit is expected to be a champion for whatever cause they’re working for.

As our labor market gets tighter, the corresponding demands on employees will only increase…but in most cases the expectations will be unspoken, unconscious. While we are free as Americans, the hidden reality is that most people unconsciously sacrifice that freedom and gladly sell their emotions, loyalty, advocacy and network as the ‘cost of entry’ to the company or coveted job.

]]> Comment on Using a Good Brand to Create Loyal Followers by Christiana http://www.kwbrand.com/2011/12/16/using-a-good-brand-to-create-loyal-followers/#comment-24 Christiana Fri, 16 Dec 2011 20:00:08 +0000 http://www.kwbrand.com/?p=279#comment-24 Also, LOVE the face lift! Also, LOVE the face lift!

]]> Comment on Using a Good Brand to Create Loyal Followers by Christiana http://www.kwbrand.com/2011/12/16/using-a-good-brand-to-create-loyal-followers/#comment-23 Christiana Fri, 16 Dec 2011 19:08:33 +0000 http://www.kwbrand.com/?p=279#comment-23 Stayed at the Drake in SF when we were there. They generously moved us from a double to a king room when Sam's SBL roommate moved out and I moved in. I have to say, I loved everything about that place, from the lush velvet curtains down to the doorman dressed in retro formal garb. If I travel more, I'm definitely looking for their hotels... Stayed at the Drake in SF when we were there. They generously moved us from a double to a king room when Sam’s SBL roommate moved out and I moved in. I have to say, I loved everything about that place, from the lush velvet curtains down to the doorman dressed in retro formal garb. If I travel more, I’m definitely looking for their hotels…

]]> Comment on Brand Extension: How to Stretch by kwbrand http://www.kwbrand.com/2011/08/01/brand-extension-how-to-stretch/#comment-22 kwbrand Tue, 18 Oct 2011 20:16:13 +0000 http://kwbrand.wordpress.com/?p=216#comment-22 Great point! Timing can really make a big difference and should certainly be factored into the decision. Great point! Timing can really make a big difference and should certainly be factored into the decision.

]]> Comment on Brand Extension: How to Stretch by Beanstalk http://www.kwbrand.com/2011/08/01/brand-extension-how-to-stretch/#comment-21 Beanstalk Tue, 18 Oct 2011 20:10:54 +0000 http://kwbrand.wordpress.com/?p=216#comment-21 These are some interesting thoughts on what makes a brand extension 'work' and helps to illuminate some of the principles behind a <a href="http://www.beanstalk.com/brands/brand-extension-examples/ford" rel="nofollow"> successful brand extension</a> We would add that the there is more to a good brand extension than just understanding the core competencies of a brand, the demands and mood of the current market matter immensely as well. These are some interesting thoughts on what makes a brand extension ‘work’ and helps to illuminate some of the principles behind a successful brand extension We would add that the there is more to a good brand extension than just understanding the core competencies of a brand, the demands and mood of the current market matter immensely as well.

]]> Comment on Brand Extension: How to Stretch by Michael Benavidez http://www.kwbrand.com/2011/08/01/brand-extension-how-to-stretch/#comment-20 Michael Benavidez Tue, 02 Aug 2011 20:20:52 +0000 http://kwbrand.wordpress.com/?p=216#comment-20 Are the grinders for sale? I like the way you move, Wilson! MB Are the grinders for sale? I like the way you move, Wilson!

MB

]]> Comment on Optimists versus Systems-Thinkers by ericsickler http://www.kwbrand.com/2011/04/13/optimists-versus-systems-thinkers/#comment-19 ericsickler Wed, 13 Apr 2011 19:42:51 +0000 http://kwbrand.wordpress.com/?p=207#comment-19 Calling any thinking "strategic" without the benefit of current, robust market research in hand (and mind) is a waste of time, talent and treasure. And it's dangerous unless the organization can afford to buy its way back from a major mis-step. In 2011 with sound market research so easily conducted, sitting around a conference table jabbing opinion and intuition at mission-critical questions is the epitome of irresponsible leadership. If you're not investing at least 10% of your operational budget in gathering marketplace intelligence, you can't possibly invest the other 90% wisely. Calling any thinking “strategic” without the benefit of current, robust market research in hand (and mind) is a waste of time, talent and treasure. And it’s dangerous unless the organization can afford to buy its way back from a major mis-step.

In 2011 with sound market research so easily conducted, sitting around a conference table jabbing opinion and intuition at mission-critical questions is the epitome of irresponsible leadership. If you’re not investing at least 10% of your operational budget in gathering marketplace intelligence, you can’t possibly invest the other 90% wisely.

]]> Comment on A Cult-Like Devotion to Brands by Eric SIckler http://www.kwbrand.com/2011/03/14/a-cult-like-devotion-to-brands/#comment-18 Eric SIckler Mon, 14 Mar 2011 20:03:05 +0000 http://kwbrand.wordpress.com/?p=200#comment-18 Maslow marketing! I've long been a believer: http://en.wikipedia.org/wiki/File:Maslow%27s_Hierarchy_of_Needs.svg Maslow marketing! I’ve long been a believer: http://en.wikipedia.org/wiki/File:Maslow%27s_Hierarchy_of_Needs.svg

]]> Comment on The Voice of Authenticity by kwbrand http://www.kwbrand.com/2011/01/20/190/#comment-17 kwbrand Fri, 21 Jan 2011 15:15:39 +0000 http://kwbrand.wordpress.com/?p=190#comment-17 Did I just get Rick-Rolled on my very own blog?! To whomever went to the trouble of setting up the "togetherforever" email address, I salute you. Did I just get Rick-Rolled on my very own blog?! To whomever went to the trouble of setting up the “togetherforever” email address, I salute you.

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