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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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.Copyright © Andrew Fortunato, 2011
The reputation for a company, like that of an individual, is earned over a period of time during which there is the repeated display of traits such as trustworthiness, integrity, quality, ethics in all endeavors, and consistency (e.g., for people, this is friends through thick and thin). Too many businesses and persons stray from this when it is either inconvenient or difficult. If you have worked a lifetime to build your personal and company's reputation, be sure to continually surround yourself with like minded individuals. It is an asset that takes time to build, yet be can undermined by a single act.
ReplyDeleteGreat post Andrew.
Great observations David. Thanks for joining the discussion. Your comment that the brand, "is an asset that takes time to build, yet be can undermined by a single act," is so important to remember.
ReplyDelete