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Posts Tagged ‘Brand Trust’

SynergyBlog has found a guest blog post from our friends at MarketingProfs that we think is extremely valuable for corporations and nonprofits interested in building trusted brands. The key is to remain as close to your consumer as possible. To engage in interactive and intelligent dialogue that moves both the organization and the consumer forward.

Len Kendal does a terrific job of sharing what corporations can learn from President Obama. We think he’s right…

by Len Kendall

Depending on how you look at it, the U.S. Government is one of the largest companies in the world. On March 24th, the “CEO” of this “company” utilized a Digg-Like voting system to address the most common questions that American’s had on their minds.

More than 13,000 different questions were submitted and 400,000 votes were cast to help filter the most pressing to the top. Clearly, there was no shortage of opportunity. By implementing this system, Obama used the will of the crowd to:

1) Shape the topics of discussion when addressing the nation
2) Show the crowd that the oval office is acknowledging their importance in driving the country’s success.
3) Illustrate transparency and democratization of modern government (more…)

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apple computer logoFortune Magazine released the names of their annual list of the Most Admired Companies in the World 2009 today.

For those of us who value corporate responsibility from every perspective, the list shows no real surprises.  Here are the top five:

1. Apple
2. Berkshire Hathaway
3. Toyota Motor
4. Google
5. Johnson & Johnson

Fortune surveyed 689 companies from 28 countries. There were 64 industries involved in the survey, 25 international industries and 39 U.S. industries.

Fortune researchers asked executives, directors, and analysts to rate companies in their own industry on nine criteria, from innovation to corporate social responsibility.

  • Innovation
  • People Management
  • Use of corporate assets
  • Social responsibility
  • Quality of Management
  • Financial soundness
  • Long-term investment
  • Quality of products/service
  • Global competitiveness

According to Fortune, here are the stories of the top five most admired companies:

Apple:

It’s been a rocky year for Apple: CEO Steve Jobs’ health made headlines, and critics said Cupertino wasn’t being open enough about it. But customers remained loyal to the brand that made white ear buds cool. As much of the computer industry struggled, Apple shipped 22.7 million iPods during its first quarter (up 3 percent from last year), 2.5 million Macs (up 9 percent), and 4.4 million iPhones. No wonder Apple tops our Most Admired list for the second year in a row. —Alyssa Abkowitz

Berkshire Hathaway:
Warren Buffett’s firm helped beleaguered General Electric and Goldman Sachs wrestle with the financial crisis by purchasing billions in their preferred stocks. Still, Berkshire itself suffered this year, with Class A shares falling 49% since their peak in Dec. 2007, as its investments in Wells Fargo, U.S. Bancorp and American Express got hit hard. But as one financial advisor told Reuters: “[Buffett] admits when he is wrong. You don’t get candor from other CEOs. That’s why his credibility is so high.” –A.A.

Toyota Motor:
As U.S. automakers GM and Chrysler went crawling to Washington for help, Toyota was still looking relatively strong. But the global downturn still took a toll: For the first time since 1950, in February Toyota forecasted that it would post a net loss — almost $4 billion in its 2008 fiscal year. Just days earlier, the company named Akio Toyoda, the grandson of renowned founder Kiichiro Toyoda, as president. By going back to the basics, the world’s largest and richest automaker hopes to drive its earnings north again. –A.A.

Google:
The company whose streamlined web search is so popular it’s become a verb just keeps on innovating. Who else would think to offer e-mail accounts with Goggles, a feature that premiered in October, to prevent us from sending drunken messages? Even as the rest of the tech industry struggles, Google’s ad revenue continues to grow. Still, the Mountain View, Calif.-based company’s enviable perks took a (small) hit this year: Its New York office will have shorter cafeteria hours and no afternoon tea. Free gourmet food is still on the menu, though. –A.A.


Johnson & Johnson:
Millions of people use J&J’s products, which include Listerine, Tylenol and Neutrogena. And the health care company is diversifying to make sure it doesn’t become overly dependent on drugs with expiring patents: It recently partnered with Vanderbilt University to develop drugs to combat schizophrenia and acquired Mentor Corp., a breast-implant producer. But for the first time in 76 years, J&J forecasts that its annual revenue will fall, dropping to between $61 billion and $62 billion from $63.7 billion in 2008. –A.A.

During these difficult economic times it does our hearts good to see companies that innovate, are socially responsible and fiscally responsible, who treat their people well and value the communities in which they live. Are they rewarded with great reputations and strong brands? Yes. Do the accolades transform into profits? Yes. Can any company, group, or individual duplicate these successes? Absolutely.

See full story on CNN Money here.

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Monetize Brand In a faltering economy, Brand Trust is the most powerful tool corporations, nonprofit organizations, and even individuals, possess.

To establish a trusted brand means more than to present pretty logos and fancy slogans.

Your brand foundation should be one that is authentic; built on the integrity of your products and services, and recognized for the passion and value you and your organization bestows upon the world.

Follow these nine steps to create the perfect brand pitch. Your brand equity and the opportunity to monetize your brand reach will double within the next twelve months.

We bet our brand on it!

(more…)

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International BrandSynergy Marketing Strategy & Research, Inc. CEO Rachel Daniel delivered a keynote address at the OIC International Conference of Affiliates on Feb. 24, 2009. Daniel addressed board chairs and program directors from sub-Saharan African countries, along with OIC International board and staff, international diplomats, and U.S. dignitaries. Executives from U.S. business, civic, educational, and governmental organizations were also on hand.

The speech was designed to outline an innovative strategy for success in building a strong OIC International brand in challenging economic times. Daniel made brand trust a focal point for OIC International growth over the next 40 years, building on the organization’s success in providing individuals in underserved countries with the education, skills and confidence they need to help themselves, their households, and their communities.

“What is most important for our organization,” says Dr. Christiana Thorpe, the Chief Electoral Commissioner of Sierra Leone, “Is that we make the commitment to our brand. We are excited to go back to our country and implement change.” (more…)

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face-book1Tonight SynergyBlog received an invitation to join a group protesting Facebook’s new privacy policies. We were a little surprised, because many of our colleagues – executive types, we assure you – love Facebook!

The popular web site provides untold opportunity for younger and college-aged individuals to keep in touch. However, the Facebook-user average age is growing dramatically, with adults being their fastest growing customer segment. In fact, the site’s 35-54 year old segment grew 172.9% in 10 months between 2007 and 2008. Even the 55+ age group grew by 97% in the same time frame.

Not surprising. The site gives professionals a chance to catch up with colleagues, friends, and family without a tremendous investment of time… well, except for those Facebook addicts (you know who you are)!

What is Facebook’s new privacy policy, which will reportedly allow the popular social networking site to retain, and reuse, all user-generated content even after the account-holder cancels their account, doing to the brand?

At 11:16 p.m. there were well over 59,700 members of just one of the numerous protest groups forming on Facebook. By tomorrow morning, news outlets will likely lead with this story. (more…)

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strong-brand in weak economyLet’s get the bad news over with: To say that the U.S. economy is facing the most challenging economic time since the Great Depression is not an overstatement. Last week, employers shed almost 600,000 jobs. Today, 11.6 million Americans are out of work. According to the Bureau of Labor Statistics, the unemployment rate has officially risen to 7.6%.

“This is the largest 13-month job loss since the payroll employment series began in 1939,” Christina Romer, the head of President Obama’s White House Council of Economic Advisers, said in a statement on February 6, 2009. “These numbers, and the very real suffering of American workers they represent, reinforce the need for bold fiscal action. If we fail to act, we are likely to lose millions more jobs and the unemployment rate could reach double digits.”

So, what’s the good news, you say? Given these data, how do business, political, and nonprofit leaders reignite confidence in their ability to lead? How do they exemplify brand integrity, and any good will their organization may have? Is such a thing even possible, given current levels of consumer confidence and general economic malaise? (more…)

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