What Can Your Brand Learn From The Marines?: November 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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