What Can Your Brand Learn From The Marines?: 2011

Monday, November 21, 2011

Developing Emotional Connection With Your Brand

Guard Duty

By Andrew Fortunato

What Can Your Brand Learn From TheMarines?^TM

Really good advertisements seek to develop a meaningful emotional connection with an audience. While evoking emotions that move consumers toward action to support your brand is the desired effect on the part of the advertiser, quite often that prized emotional connection is never achieved. It is difficult in the corporate office sometimes to separate the leadership’s pride in an organization and a particular piece of advertising from the reality of the work. Over time I have found it increasingly valuable to periodically step back from a work in progress and do a sanity check to make sure a commercial will touch the consumer in the intended manner.

The standard I still use to this day is the Marines’ “Guard Duty” commercial. Guard Duty was developed to support the Marine Corps Reserves’ Toys for Tots annual toy drive in the late 1990s. Guard Duty is still in use today, and I know of no other commercial that does a better job arousing emotions. In Guard Duty you see a stoic US Marine in traditional Dress Blue uniform standing watch. The Marine is unflinching in his duty. As the Marine executes his duty, he is approached by a little boy. The boy inquires, “excuse me, are you Santa Claus?” The Marine doesn’t flinch, or seem to pay any attention. Finally, at the end of the commercial, the Marine opens his hand to take the boy’s Christmas list. I have been told by grown men, and combat veterans that this commercial brings a tear to their eyes. See what you think. You can take a peek at Guard Duty by clicking here.

This week marks the official start of the Christmas shopping season. Once again you will see Marines manning the malls of America and Toys for Tots collection boxes ready to be filled. You can help the Marines make Christmas possible for less fortunate children. You can also consider how you shape your advertising, and what standard you use to gauge the desired impact. Maybe you will see Guard Duty, on TV. Maybe not. Either way you will see Marines doing one of the things they do best – helping others. As the well known saying about Marines goes – “no better friend, no worse enemy”. Guard Duty brings out some very real feelings that directly embody the Marines brand. It gives you a lot to think about.

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About the author: Andrew Fortunato, http://www.linkedin.com/in/AndrewFortunato, former Marketing Chief for the Marines, CMO, consultant, and speaker, advises and leads organizations seeking marketing and operational success. Andrew shares insights in-person and on his “What Can Your Brand Learn From The Marines?^TM” blog at http://marinesbrand.blogspot.com.

Thursday, November 17, 2011

The Rapidly Changing Role of the Chief Marketing Officer

The 21st Century CMO

By Andrew Fortunato

What Can Your Brand Learn From TheMarines?^TM

Some companies seem to have a knack for staying ahead of the competition. Some companies seem to always be at the forefront of change and innovation in their industry. Some companies always seem to be the leaders that set the standard and are the ones to chase, leaving others no option but to follow. True leadership in any industry is determined by those who recognize that the need to change and adapt to emerging market conditions is continuous.

By now most C-suite professionals have come to appreciate that digital and social media, technology, and other factors have been radically transforming expectations and organizational needs at an accelerating pace. From the C-suite to the customer, the value that needs to be delivered to commercially accelerate growth is changing like never before. While the challenge itself may not be entirely new, the increasing rate of change and technologies involved significantly alter the dynamics. Now more than ever, the Chief Marketing Officer and the marketing team are best positioned to drive change, deliver strategy, and integrate operations across the enterprise that increase value in a rapidly changing world, drive results, and outmaneuver the competition. With the current market situation as a backdrop, I was asked to share my thoughts on this topic, along with the CMOs of several other leading brands such as Proctor & Gamble, Coca-Cola, and Samsung.

Marine Banner Ad

Last week the results of our collaboration were publically presented for the first time. As the speed of market engagement continues to accelerate, there is a significant need to redefine the marketing function within an organization. The results driven CMO’s role needs to evolve to a higher purpose. That purpose is to act as a real agent of change across the entire organization. The move from traditional marketing strategist to Commercial Growth Accelerator (CGAR5) is a must for any company that is serious about outperforming their competition and leading the market.

Done correctly, marketing and branding have always had an opportunity to act as an integrator across a corporation. Today, more than ever, changing technology, and new means of engaging consumers, put marketing at the forefront of business growth. The 21st century brand builder should be leading significant engagement across their company. The marketing function has moved beyond strategy, campaigns, and positioning to deliver a much broader role of new leadership and operational direction. Is your company prepared for the change?

Click here to learn more about the changing role of 21stCentury.

Click here to view the presentation.

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Thursday, November 10, 2011

Brand Endurance

How Many 236 Year Old Brands Do You Know?

By Andrew Fortunato

What Can Your Brand Learn From TheMarines?^TM

This week, US Marines around the globe will celebrate the 236^th anniversary of our nation’s corps of Marines. Also this week, the American people will pause to reflect on the contribution of our nation’s Veterans. It may be a small coincidence that the birthday of the Marines and Veterans Day fall on consecutive days of the same week. Both groups, unfailingly, are there for America. Both groups are always there, but seldom seen, quietly going about their business every day.

As for the Marines, they are a group founded in 1775, and older than America itself. Marines and the Marines brand have become American icons, truly part of the American fabric. While the Marines are always there, but seldom seen, there is one aspect of the Marines that is perhaps more visible than others. The television commercials produced by the Marines have become part of the pop culture.

A few years ago the Marines were approaching another birthday, a key milestone – the 225^th anniversary. With key milestones, organizations typically look to do something special to commemorate the event. At the time I was fairly new in the Marines’ marketing organization. I knew we had to do something different – something special. But what could we add that hadn’t been accomplished in the past 225 years? That is a challenge unique to enduring brands that have withstood the test of time. We could have simply done another commercial, but that just wasn’t our style.

The challenge was compounded by the fact that there weren’t any dollars to spend to run something on television. That led us to think about what we might do with our award winning public service announcement program. It also led me to think that we had a real chance to take brand engagement to a new level, and involve the multitude of supporters amongst the entire population. I felt at that particular juncture in time, we had both an occasion to celebrate and give something back to those who had sacrificed so much.

We hit on a theme called “Family Photos”. The idea was to showcase the history of the Corps through the proud eyes of those who had served. Who better to showcase that theme than those who themselves had served? We reached out to the entire Corps, present and past, and asked for help. And boy did we get help. Marines, relatives, friends, and supporters from across the Corps responded with a plethora of personal photographs, stories, artifacts, and memorabilia –- more than we could ever possibly use. Through this process we were also able to find the stars of the show – the Marines and their family members featured in the commercial. The result has become what I consider to be one of the best pieces of work produced during my tenure at the helm of marketing our Corps.

A Scene from "Family Photos"

This week, television stations across America and a major retail chain, will continue to run “Family Photos” as part of their Veterans Day tributes. I still use “Family Photos” when I am asked to speak at public events. The public service announcement originally intended to last for three years, has now entered a second decade of widespread use. How about that for endurance and return on investment? Every day you make choices for your brand. Will your decisions stand the test of time? Look for “Family Photos” this week, pause for a minute to reflect on our Veterans, and pray for those in harm’s way.

See “Family Photos” now, click here.

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Friday, November 4, 2011

Look Before You Leap

Questions To Ask Before You Have A Brand

(Part 2)

By Andrew Fortunato

What Can Your Brand Learn From TheMarines?^TM

Recently a group of budding entrepreneurs at Southern Methodist University asked what their brands could learn from the Marines. I was glad to share my perspective on the strategic role of marketing in business, and the value of a strong brand. Building a world-class brand starts with asking the right questions. Any entrepreneur, business, or organization looking to find success in the current economy would do well to follow the example of the group at SMU. Asking the right questions upfront is invaluable. The lessons I shared apply whether you are an entrepreneur starting out, an established organization looking to re-brand, launching a new employer brand, building a personal brand, or establishing any kind of brand.

What The World Needs Now?

Once you wrestle down the issues of what your organization truly will represent, how you will seek to be known, and what you aspire to be recognized as, then the fun really begins. Get ready for some really hard soul searching type of questions. You are at the point where you have identified the vision for your brand, and taken an important first step. Now you are about to confront the reality of your great idea. You owe it to yourself to ask if what you propose to offer is really what the world needs now.

Building Brands The Marine Way

Are you really about to offer the world something new and useful? Is what you are about to offer really just more of something else that already exists? Will your offering only look different because it is done your way? In most cases you will probably come to the conclusion that the world doesn’t need another three pound burrito (big enough to feed a small family in some parts of the world); or another burger joint on a corner that already has at least one or two. Then again, maybe there is enough demand to welcome additional competition. A bit of war gaming certainly will help here. Every once in a while you will uncover a nugget that will allow you to introduce something new and different that consumers will really find value in.

Remember, just because you think you have the greatest idea in the world, doesn't necessarily mean anyone else will agree with you. The true litmus test is when you go to market and discover if anyone is truly interested in purchasing your product or service. It usually proves useful to test and validate your idea before you unleash it upon unsuspecting consumers. Not letting your enthusiasm get the better of you can save you significant heartache down the road.

Coming in Part 3: What Makes You So Special?

Back to Part 1: Who Are You?

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Wednesday, October 26, 2011

Look Before You Leap

Questions To Ask Before You Have A Brand

(Part 1)

By Andrew Fortunato
What Can Your Brand Learn From TheMarines?TM

Recently a group of budding entrepreneurs at Southern Methodist University asked what their brands could learn from the Marines. I was glad to share my perspective on the strategic role of marketing in business, and the value of a strong brand. Building a world-class brand starts with asking the right questions. Any entrepreneur, business, or organization looking to find success in the current economy would do well to follow the example of the group at SMU. Asking the right questions upfront is invaluable. The lessons I shared apply whether you are an entrepreneur, an established organization, an employer brand, building a personal brand, or any kind of brand.

Who Are You?

There is a lot of energy that goes along with venturing into the unknown and starting a new enterprise. The energy is extremely positive and powerful. That is a good thing. Don’t let that same enthusiasm cloud your judgment. Too often I see new ventures with leaders full of excitement and energy get way ahead of themselves. The tendency seems to be an unrestrained impulse to jump right into the market. Whoa up here. This is the time to take a hard look at how you want to position yourself in the market and how you want customers to view you. An ounce of prevention here will keep you from playing a lifetime of defense. Get your brand posture right first. Take the time to identify who you are, what you represent, what your core values are, and how you will communicate all of that. Forgo this important step and it is the market and consumers who will define what your products and company stand for. In the internet age, good luck getting the genie back in the bottle once you’ve taken the plunge into the market without taking the time to adequately position yourself first. If you want to build a strong brand, never forget to first ask the question, who are you?

Building Brands the Marine Way

Coming in Part 2: What The World Needs Now?

---------------------------------------------------------------------------------------------------------------------------------About the author: Andrew Fortunato, http://www.linkedin.com/in/AndrewFortunato, former Marketing Chief for the Marines, CMO, consultant, and speaker, advises and leads organizations seeking marketing and operational success. Andrew shares insights in-person and on his “What Can Your Brand Learn From The Marines?^TM” blog at http://marinesbrand.blogspot.com.

Thursday, September 8, 2011

Reliability

When push comes to shove, can your brand be counted on?
By Andrew Fortunato
What Can Your Brand Learn From The Marines?

The phone on my desk rings. It’s the boss. I know this because of the first words I immediately hear – “Are you doing anything RIGHT NOW? That line was always good for a laugh. For about a nanosecond the thought crosses my mind; I’m only running the entire multi-million dollar global marketing effort for one of the world’s most recognized and respected brands, in the midst of the most dramatic generational target shift in recorded history. Too much hesitation -- obviously. That next thing I hear – “Get Me a MEETING with David Letterman!” Click…

Now I don’t know about you, but I didn’t exactly have “Mr. Top 10 List” in my speed dial. I didn’t know anyone who knew Dave, nor did I know anyone who had ever met him. For a regular executive this might have posed a problem. You might have even thought it was a joke, and been tempted to blow it off. Trust me – this was no joke.

When you’re a leader in the world’s premier leadership organization, making the impossible happen (rescuing stranded US citizens in peril abroad, keeping the world safe for democracy, etc.) is all just part of another day at the office. Failure in any forum is never an option. As one of our advertising campaigns at the time read, “Everyday You Have to Test Yourself, Otherwise It’s a Wasted Day”. It was time to put that bit of wisdom into action, once again live the brand, and keep truth in advertising. Contact and schedule a meeting with one of the most well screened and private celebrities in the world. This was going to be one more doable challenge.

So, what had I done to earn myself this task? Well, as you know, the home of the Letterman show is New York City. This is the same New York City that was the site of the terror attacks on the World Trade Center. In the wake of the September 11^th attacks, as was his style, Dave chose to broadcast a few select, very poignant comments. Dave caught my attention with his words, “I have three new heroes now. They are New York’s bravest, the Firefighters, New York’s finest, the Cops, and the United States Marine Corps, because, as you know, before this thing is finished it will be the Marine Corps that will go in and settle the score.”

In a marketing organization known for producing classic posters for more than two hundred years, my team saw an opportunity. What we creatively called “The Letterman Poster” was born. Now as this project came together, naturally, I had occasion to share it with the boss. The boss happened to really be taken with this piece of work. He was deeply appreciative of Dave’s thoughtful words. As the project neared completion, the boss thought it would only be appropriate to thank Dave for what he had said in person.

In a very private meeting in his office, David Letterman was presented a copy of the poster featuring his words. Words have meaning. Words are important. Sometimes words have deeper meaning and are even more important. When push comes to shove, is your brand thought of first as the most reliable -- the one people depend on? Will your brand words be what people think of first?

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About the author: Andrew Fortunato, http://www.linkedin.com/in/AndrewFortunato, former Marketing Chief for the Marines, CMO, consultant, and speaker, advises and leads organizations seeking marketing and operational success. Andrew shares insights in-person and on his “What Can Your Brand Learn From The Marines?^TM” blog at http://marinesbrand.blogspot.com.

Thursday, August 25, 2011

Clarity

By Andrew Fortunato
What Can Your Brand Learn From The Marines?

Have you ever seen a commercial or advertisement, and been left wondering exactly what it is that organization does? With the ever increasing number of media channels to choose from, organizations can easily get sidetracked, and lose focus in their messaging. In order to maintain clarity in brand messaging and overall strategic communications, it helps to stay grounded in one’s roots. The brand vision is where those roots take hold.

Without a clear brand vision, an organization is like a ship on the stormy sea without a compass. The brand vision sets the course for the entire outfit, and provides the foundation for all communications. The brand vision is the ideal image of how an organization seeks to be known by the public at large, and its consumers. The organizational leadership carries the torch of responsibility for ensuring that all marketing and advertising continually circles back to the brand vision in every piece of strategic communications.

It is easy to get lost in words when an organization doesn’t have a clear vision of what it is trying to communicate. My advice is, don’t get lost in the words. Keep it simple. There is one thing your organization does better than everyone else, and is what your company is known for. What is it?

The Marines are well known as a group of Smart, Tough, Elite Warriors. Marines are known for what they do best – Make Marines, Win Battles. You see this message in everything the Marines stand for, represent, and communicate. The message is simple, focused, clear, and without confusion.

How does your organization measure up? Ask yourself -- what does your organization do?

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Thursday, August 18, 2011

Maintaining Brand Relevance in an Ever-Changing World

By Andrew Fortunato
What Can Your Brand Learn From The Marines?

The marketplace is dynamic, and ever-changing. As the environment changes, brands are constantly challenged to remain true to their core values, while at the same time remaining relevant to their customers. The brand provides the foundation that a company or product is known for, and sets the consumer’s expectations. Stray too far from your brand roots, and risk becoming unrecognizable and less credible in the eye of the consumer. Fail to adapt to changing times, and risk losing touch with the loyal customer.

Maintaining relevance requires a brand to remain firmly grounded, while at the same time being responsive to change. Enduring brands are able to proactively recognize change, adapt to new environments, remain true to the essence of their brand, and maintain meaningful consumer engagement. The Marines are one brand that has endured and succeeded through constant change for over two centuries. Tradition, improvise, adapt, overcome, innovate, lead, and win are the watchwords that have guided the organization in good times and bad. These attributes provide agility in the marketplace and at the same time allow an organization to remain true to their brand.

Learn more about what went into building the Marines brand, and how they maintained brand relevance in the face of a pronounced demographic shift.

Click here to go to the podcast (28 minutes): http://www.powertothesmallbusiness.com/2011/02/branding-us-marines

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About the author: Andrew Fortunato, http://www.linkedin.com/in/AndrewFortunato, former Marketing Chief for the Marines, CMO, consultant, and speaker, advises and leads organizations seeking marketing and operational success. Andrew shares insights in-person and on his “What Can Your Brand Learn From The Marines?^TM” blog at http://marinesbrand.blogspot.com.

Friday, August 12, 2011

Reputation

By Andrew Fortunato
What Can Your Brand Learn From The Marines?

Today I read a widely circulated article about a well known, self-described, consumer advocacy organization inadvertently being removed from a prominent internet search directory. A lot of the commentary associated with the story centered on the validity of content posted by the watch dog’s magazine. There are at least two sides to every story, to be sure.

I was reminded by the article of a situation I found myself in a few years ago. I had been asked by one of the largest distributors of a certain product and service in the US, to help solve a bothersome on-line reputation management problem. As it happens, the main driver behind the problem was the very same consumer advocacy group in the news today. There were numerous comments posted in response to the article rejoicing at the news. Obviously, the company I was helping had not been a solitary beneficiary of the magazine’s devoted attention.

There are a lot of competitive forces at work in the market place today. The internet provides a widespread forum for individuals to circulate various opinions. It is important to remember that opinions are not necessarily facts. Opinions are extremely powerful and valuable though, as they are shaped by perception. Consumer perception is extremely important to a brand’s reputation.

Reputations are earned. In the case of brands, reputations are built, or destroyed, by the perceptions of their consumers. As I crafted what became a successful strategy to overcome the company’s reputation issue, I discovered that their reputation was indeed earned, and well deserved.

The situation was quite a contrast to the well respected brand I had been privileged to be part of – The Few, The Proud, The Marines. The Marines brand has truly become an American icon by delivering consistent performance, quality, leadership and accountability; based on integrity over more than two centuries. When I took leadership of Marines marketing, my leaders gave me one simple directive – “Don’t Break the Brand!” The Marines understand the value of their brand, and that reputation is everything. It starts with leadership at the top, and filters through every individual in the organization. Remember, you break it, you bought it. Once a brand is broken, recovering a reputation may not always be possible. It is far better to nurture and protect your brand, then to play defense. Marines much prefer to always be on the offensive anyway.

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Tuesday, August 9, 2011

Performance

By Andrew Fortunato
What Can Your Brand Learn From The Marines?

When building a strong brand, there is one thing that matters more than anything else. The one key element is delivering consistent, quality performance. Sustained performance and delivering on the brand promise is what builds credibility.

Too often companies attempt to create a brand based on the story they want to tell. The pitfall here is that a brand cannot simply be contrived, or conjured out of thin air. The brand must represent the true values and character of an organization. It is completely transparent. Despite best efforts to craft a story, consumers will ultimately ascertain reliability, determine credibility, and judge performance based on their own individual experience.

To the Marines, mission success is everything. In the world’s premier leadership organization, failure simply is not an option. Marines are known for their readiness, reliability, and competency in battle. As the world’s most renowned fighting force, the Marines deliver smart, tough, elite warriors, capable of achieving success under the most difficult circumstances; charged with being the most ready when the nation is least ready. That is one of the reasons why the Marines brand has taken its place among the world’s most respected and recognized brands.

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About the author: Andrew Fortunato, http://www.linkedin.com/in/AndrewFortunato, former Marketing Chief for the Marines, CMO, consultant, and speaker, advises and leads organizations seeking marketing and operational success. Andrew shares insights in-person and on his “What Can Your Brand Learn From The Marines?^TM” blog at http://marinesbrand.blogspot.com.

Friday, August 5, 2011

Brand Equity

By Andrew Fortunato
What Can Your Brand Learn From The Marines?

Your brand is a valuable commodity. It has value. The value of your brand today, is a direct reflection of everything your organization has done, or has failed to do to shape public perception. The brand represents a significant investment in organization’s future. You are either adding equity to your “brand bank”, or subtracting value all the time. Building brand equity requires following one simple rule – always be adding value to the brand bank.

With the Marines’ brand we applied a simple quality control test to everything we did. We called it the “Blues Test”. Quite simply, we asked the question, would a US Marine in full Dress Blue uniform look right in the environment being considered, if he were standing next to his grandmother, and would that appearance be what the American people expect from their Marines? If the answer was “NO”, it wasn’t the right thing to do, and we didn’t do it.

What is your brand worth, and how do you decide what is right for your brand? Do the right thing for your customers and your company.

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About the author: Andrew Fortunato, http://www.linkedin.com/in/AndrewFortunato, former Marketing Chief for the Marines, CMO, consultant, and speaker, advises and leads organizations seeking marketing and operational success. Andrew shares insights in-person and on his “What Can Your Brand Learn From The Marines?^TM” blog at http://marinesbrand.blogspot.com.