Forward '09 Brandologie speaker Jody Turner, Founder and CEO Culture of Future, talked with the AMA Forward '09 team to share her view of Branding from a design and archaeology point of view.
What does "brandologie" mean to you?
Anthropology is the science of humans and their endeavors, psychology the science of human and animal behaviors, archaeology is the science and study of articles and items from the past revealing the cultural behaviors of historic humans... what is brandologie?
Fast forward and you have the science of product iconography and human engagement in the marketplace. Business is a powerful agent of influence and change, Brandologie is much more active than a study or science.... because it is current and real-time engagement.
If you are doing brand correctly, then you are a living, breathing engagement dynamic reinventing your relationship with the consumer continually. This does take study. It is important to look at what is happening in culture that is inspiring the consumer and to know what is happening within your brand, service and product that is inspiring you. How you communicate your passion to the consumer has changed as well, are you twittering your delight with your consumer and offering something of value in doing so or is this not appropriate? (See UberCool article on Twitterati for information on this brandscape)
What are the realistic opportunity spaces that you can grow into? A living brand is everything from Generation G (see trendwatching.com and cultureoffuture.com briefings) in which you infuse meaning and mutual beneficial behaviors in your brand conversation with the consumer to a Starbucks Green Campaign YouTube video (http://www.youtube.com/watch?v=8pVpaLsRmJ8) to...
Why did you found Culture of Future?
I was doing a contract at Starbucks Store Concepts group in Seattle and met two major drivers of IDEO (San Francisco and London) who really shook me up. The subsequently became my mentors, helping me develop my business and hiring me for over 20 projects over the next few years.
It was a joy to move from end of the line designer (creating beauty is of great value in these situations but I had done it long enough) to front end innovation.... it was thrilling. I like being around smart people, IDEO is filled with them. I felt challenged and really had to step up.
The joy in creating Culture of Future is influencing companies in directions closer to the heart of the consumer which helps align companies with deeper meaning and value all around. When I was doing design communications for the Nike trend resources my ideas of Generation G (giving versus greed or growth economy) were not yet peeking... since then Nike Considered and the Armstrong benefit bracelet have shown otherwise.
How has your background in design and archaeology informed your branding point of view?
Oh I think I just answered that one.
I recently contributed to a Danish book called Instant Icon. Jens Skibsted is a designer who has created Biomega bikes for Puma and other brands. His ideas center on product design versus marketing.... engaging consumer in your brand via useful, inspirational and iconographic items that speak well for your brand culturally. He believes in products that are of high quality and very consumer connected, in this way you have an instant brand icon and long-term relationship with the consumer. This is one sustainable model as well.
So design is intriguing right now, Generation X has product lust as we return to the value of crafting things of meaning, and we have evolved into a highly visual society looking for authentic communications. Much is riding on design right now. Design is in a powerful role and can make or break this reinvention of American and her green economy.
Archaeology studies the item and the energy around the item.... the culture. An item says so much about a culture and visa versa.
Modern Brand Archaeology is about making sure the product, service and engagement we promote have meaning to consumer human and the society to come.
Culture of Future is the study of culture now and the reinvention of how we live, work and play for betterment in the future.
Wednesday, March 18, 2009
Providence's Director of Marketing and Communications Talks Branding Experience
Claire Celeste Carnes, Director of Marketing and Communications with Providence talked with Taraneh Foster, the AMA's Forward '09 PR/Media Coordinator to provide further insights about branding.
What does "brandologie" mean to you?
A required conference for marketing professionals in the Northwest, as well as a good reminder that both personally and professionally, our brand defines us to the outside world. It would also make a good name for a cocktail, maybe something a little fruity, but that last part might be wishful thinking.
At Intel you probably did mostly B2B marketing, and at Providence you probably do mostly B2C marketing. Which do you like better? Why?
I have had the opportunity to do both, at both!
At Intel, I worked on the Pentium 3 processor launch at a time in which people lined up outside retailers to buy the latest and greatest PCs. Those were the days! I managed the Web launch including our first "Where to Buy" area, with links to online etailers, retailers and OEMs like Dell who were selling directly. But then I also worked on strategies for IT managers to increase their PC replacement cycles as well as data center consolidation strategies with virtualization, which as you probably had guess, was more B2B.
At Providence, I am accountable for both consumer and business marketing, as well as our channel marketing and communication with members. I love the ability to work on strategies and test them with consumers and see the immediate results with traffic and enrollments and measure the ROI. But then winning big new accounts such as the Oregon Educators Benefits Board in 2008 or retaining a valued customer is also a thrill.
So, in terms of which I like better, I actually like both. One thing I would say to other marketers out there is that it's easier to excel in B2B, there seems to be less competition for break-through communication.
Why do you think the Pillsbury dough boy hasn't gotten stale?
Careful here, the Doughboy and I are the same age!
Poppin' Fresh remains relevant because he's able to reinvent himself with brand extensions that follow the trends, yet remains consistent with his core brand identity of the helper in the kitchen. And the products fulfill a need for affordable baking short-cuts in the kitchen. And, for those wondering, yes it is OK to eat the cookie dough without baking it first.
What led you to marketing and branding?
It always seemed a natural path to me. I really enjoyed communication strategy and followed the marketing path to WSU for their communications program, and there competed in the National Student Advertising Competition and doing promotions for the student radio station. After graduation, I went to an advertising agency, then to the best Marketing MBA program in the country (the Kellogg School at Northwestern), then P&G for a brand internship, and applied these as I continued to focus on brand management and marketing throughout my career, picking up more management and strategy experience and education along the way. I enjoy putting together the marketing strategy to support the business strategy first, then seeing it reflected in strong creative execution and consistent branding, finally to assessing results.
Many people who live near Legacy Good Samaritan Hospital go to Providence St. Vincent Medical Center instead. What is it about Providence that makes them drive farther to get treatment?
Thank you for that example. We consistently find that Providence has high loyalty in the market across our hospitals, clinics and our health insurance. Providence has been in the Northwest for 153 years and you can only enjoy that kind of longevity if you value, respect and truly care about the community.
Providence is a non-profit mission-driven organization and the employees here really take that seriously. You can find clinical excellence at many places, but when you are sick or injured, or frightened for a loved one that is, you need more than clinical excellence. You need to know that these people care for your well-being and will do everything they can to make your experience better. Compassion is one of the five core values and you will feel that when you're at a Providence facility. We try to put the patient or member at the center of everything we do.
What are your thoughts about the brand refresh at Intel where the "i" has a square dot rather than a round one? Do you think it makes a significant difference to the Intel brand?
Actually, it was a huge change and the flawless roll-out really spoke to careful planning and detailed implementation. To put it in perspective, it rolled out at the first of the year in 2006, my badge was delivered and worked in the building right away and I was at CES (a large consumer electronics trade show) later that week with not only the new business cards but all of our signage, collateral and presentations updated.
Beyond the execution, the strategy was central for both updating the stale Intel logo, but also combining it with Intel Inside to streamline and strengthen the brand architecture.
You've worked both in-house and agency. Which environment is better for branding professionals?
This is a very good question, but it depends. At an agency, part of what clients pay you for is your branding knowledge and expertise. It's expected; valued. You have an opportunity to focus on branding elements and how they're implemented and do it for a variety of clients in a multitude of industries.
When you're within a company, you have an opportunity to influence how that company lives its brand – you see into business processes or departments that agencies will never see or influence. But you're often the only one in the room that cares about the brand, so it can be a challenge to keep that passion for your brand and continue to explain why to a CFO or other director why marketing has value and a strong brand delivers positive ROI. Sometimes, it makes me long for the agency days where everyone around you "gets it." I'm lucky enough right now to have a very strong marketing and communications team under me, so at least I have a team that "gets it," so maybe I have the best of both!
What does "brandologie" mean to you?
A required conference for marketing professionals in the Northwest, as well as a good reminder that both personally and professionally, our brand defines us to the outside world. It would also make a good name for a cocktail, maybe something a little fruity, but that last part might be wishful thinking.
At Intel you probably did mostly B2B marketing, and at Providence you probably do mostly B2C marketing. Which do you like better? Why?
I have had the opportunity to do both, at both!
At Intel, I worked on the Pentium 3 processor launch at a time in which people lined up outside retailers to buy the latest and greatest PCs. Those were the days! I managed the Web launch including our first "Where to Buy" area, with links to online etailers, retailers and OEMs like Dell who were selling directly. But then I also worked on strategies for IT managers to increase their PC replacement cycles as well as data center consolidation strategies with virtualization, which as you probably had guess, was more B2B.
At Providence, I am accountable for both consumer and business marketing, as well as our channel marketing and communication with members. I love the ability to work on strategies and test them with consumers and see the immediate results with traffic and enrollments and measure the ROI. But then winning big new accounts such as the Oregon Educators Benefits Board in 2008 or retaining a valued customer is also a thrill.
So, in terms of which I like better, I actually like both. One thing I would say to other marketers out there is that it's easier to excel in B2B, there seems to be less competition for break-through communication.
Why do you think the Pillsbury dough boy hasn't gotten stale?
Careful here, the Doughboy and I are the same age!
Poppin' Fresh remains relevant because he's able to reinvent himself with brand extensions that follow the trends, yet remains consistent with his core brand identity of the helper in the kitchen. And the products fulfill a need for affordable baking short-cuts in the kitchen. And, for those wondering, yes it is OK to eat the cookie dough without baking it first.
What led you to marketing and branding?
It always seemed a natural path to me. I really enjoyed communication strategy and followed the marketing path to WSU for their communications program, and there competed in the National Student Advertising Competition and doing promotions for the student radio station. After graduation, I went to an advertising agency, then to the best Marketing MBA program in the country (the Kellogg School at Northwestern), then P&G for a brand internship, and applied these as I continued to focus on brand management and marketing throughout my career, picking up more management and strategy experience and education along the way. I enjoy putting together the marketing strategy to support the business strategy first, then seeing it reflected in strong creative execution and consistent branding, finally to assessing results.
Many people who live near Legacy Good Samaritan Hospital go to Providence St. Vincent Medical Center instead. What is it about Providence that makes them drive farther to get treatment?
Thank you for that example. We consistently find that Providence has high loyalty in the market across our hospitals, clinics and our health insurance. Providence has been in the Northwest for 153 years and you can only enjoy that kind of longevity if you value, respect and truly care about the community.
Providence is a non-profit mission-driven organization and the employees here really take that seriously. You can find clinical excellence at many places, but when you are sick or injured, or frightened for a loved one that is, you need more than clinical excellence. You need to know that these people care for your well-being and will do everything they can to make your experience better. Compassion is one of the five core values and you will feel that when you're at a Providence facility. We try to put the patient or member at the center of everything we do.
What are your thoughts about the brand refresh at Intel where the "i" has a square dot rather than a round one? Do you think it makes a significant difference to the Intel brand?
Actually, it was a huge change and the flawless roll-out really spoke to careful planning and detailed implementation. To put it in perspective, it rolled out at the first of the year in 2006, my badge was delivered and worked in the building right away and I was at CES (a large consumer electronics trade show) later that week with not only the new business cards but all of our signage, collateral and presentations updated.
Beyond the execution, the strategy was central for both updating the stale Intel logo, but also combining it with Intel Inside to streamline and strengthen the brand architecture.
You've worked both in-house and agency. Which environment is better for branding professionals?
This is a very good question, but it depends. At an agency, part of what clients pay you for is your branding knowledge and expertise. It's expected; valued. You have an opportunity to focus on branding elements and how they're implemented and do it for a variety of clients in a multitude of industries.
When you're within a company, you have an opportunity to influence how that company lives its brand – you see into business processes or departments that agencies will never see or influence. But you're often the only one in the room that cares about the brand, so it can be a challenge to keep that passion for your brand and continue to explain why to a CFO or other director why marketing has value and a strong brand delivers positive ROI. Sometimes, it makes me long for the agency days where everyone around you "gets it." I'm lucky enough right now to have a very strong marketing and communications team under me, so at least I have a team that "gets it," so maybe I have the best of both!
Young Professionals and Job Seekers Register for the Placement Project
The AMA is also hosting a complementary event, The Placement Project, in addition to the topics being covered at the AMA Forward '09 Brandologie event. Two sessions are dedicated to young professionals and job seekers. Forward '09 Brandologie and The Placement Project will run concurrently and will come together for a joint networking event at the end of the day.
Learn what the following Portland marketing gurus want from emerging professionals and network with P-town's best and brightest:
Kent Lewis, President, Anvil Media
Lynette Xanders, Founder and CEO, Wild Alchemy
Matt LeBlanc, Branch Director, Filter Talent
Gordy Seeley, Creative Services Manager, Razorfish
Ben Elkin, Talent Acquisition Manager, Nike
Early registration begins March 16th:
Early Bird $35
Regular $45
Location Details:
The Governor Hotel
614 SW 11th Ave.
Portland, OR 97205
PH: 1.800.554.3456
Learn what the following Portland marketing gurus want from emerging professionals and network with P-town's best and brightest:
Kent Lewis, President, Anvil Media
Lynette Xanders, Founder and CEO, Wild Alchemy
Matt LeBlanc, Branch Director, Filter Talent
Gordy Seeley, Creative Services Manager, Razorfish
Ben Elkin, Talent Acquisition Manager, Nike
Early registration begins March 16th:
Early Bird $35
Regular $45
Location Details:
The Governor Hotel
614 SW 11th Ave.
Portland, OR 97205
PH: 1.800.554.3456
Tuesday, March 17, 2009
Sci Fi refreshes its brand
On July 7, Sci Fi will implement its new brand, SyFi, on its television channel and corresponding Web site, according to the New York Times. Landor Associates (a subsidiary of WPP) teamed with an internal team to develop the new brand.
Sci Fi is part of NBC Universal, which is part of General Electric. WPP also owns Olglvy and MindShare, among other communications and media services companies.
Thoughts anyone? Anyone? Bueller? Bueller?
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