Try it today: Ask these questions of a random sampling of 5 customers and employees.

• What do we do?

• Where are we trying to go?

• Why does it all matter?

You will learn a lot through this simple exercise.

Don’t settle until it’s understood throughout the organization and the real test is when you hear customers say it back to you.

The answer…

Sounds like a steal, right? But how much do they pay every year to make it mean something?

The Nike swoosh doesn’t have meaning because of its elegant simplicity or pleasing form, but because of Nike’s commitment to build meaning over time through the context surrounding that symbol. Context like the epic “Write The Future” commercial below. It’s a testament to branding. True meaning is built through time with constant commitment.

That company, to me, is American Apparel. Here’s why:

1. They are a true American company. Almost everyone out there touts their hometown pride… and then outsources production far, far away. Too expensive, they say. But AA has remained steadfast to their vertical integration model, and became a hugely successful brand while doing it. They’ve turned “Made in USA” into a competitive advantage — wearing it on their sleeve long before it became cool.

2. They have beautiful design. AA’s marketing has been called controversial and provocative, but I really don’t see how it’s any more “sexually charged” than your typical fashion magazine advertising. To me, it’s a simple demonstration of honesty — from the minimal, flawless graphic design to the un-photoshopped, imperfect photography. The utilitarian approach is a direct reflection of their product while clever copywriting reveals founder and chief Dov Charney’s sense of humor.

3. They have an opinion. It’s rare for a big, public corporation to take a stand on anything (besides MOAR MONIES), but AA takes their beliefs as seriously as their production. They’re a vocal advocate on the many things that affect their business, like immigration law reform (Legalize LA) and environmental stewardship (their bike lending program is pretty awesome). Even things that do not, like gay rights (Legalize Gay). Whether or not you agree with where they stand, it at least makes them interesting — something most companies sacrifice as they grow.

4. They just sew a darn good t-shirt. And sell possibly the most affordable, American-made clothing you can buy.

Fast forward to today, and we see that a “winner” has indeed emerged. Unfortunately for Mr. Whitacre, the best car (from America at least) seems to be Ford.

While GM and Chrysler are still stumbling through bankruptcies, Ford announced an unexpected $997 million profit in the third quarter — the first time they’ve made money since 2005. Many factors may have contributed to this turnaround, the biggest one to me is that they’ve finally introduced desirable cars (what a concept, huh?).

Even a long time car snob like your humble author has been taking notice of Ford’s recent offerings. The new Taurus and Fusion are both great designs. They are finally bringing over the critically acclaimed sub-compact Fiesta from overseas. I’d honestly buy a Mustang over the Japanese competition. Bring us the much better Focus from Europe and the lineup will be near perfect.

The difference from just five years ago speaks for itself.

Without discrediting the technical merits of the new cars, I feel like design is what really gave Ford their needed shot in the arm. Why is this?

Dan Neil may have said it best:

Here’s why looks are important: Almost all cars are good, and many cars are great. The most middling entry-level sedan today has more performance, comfort and convenience than the most majestic luxury steamship of 20 years ago, and much more content than most drivers ever use.

The real reward of owning a car isn’t found in the bleeping displays and ventilated seats. It’s in the moment when the garage door goes up, and you experience the deep, neuronal pleasure of confronting something beautiful. That’s [desire]. That’s why you write the big check.

A car is about so much more than how many features and gizmos you can stuff in it. It’s the intangibles that create a deeper connection between a person and “their” brand. Design is about creating delight and desire. Ford has finally figured it out — let’s hope the other two catch on soon.

If you didn’t consider it before, could you see yourself in a new Ford today?

To state it the most simply: a brand is who you are. Or more importantly, who others think you are. It’s everything, including those things listed above (hopefully with the exception of the Photoshop tricks).

With that out of the way, why should you care? And what’s with the delicious cuts of pork?

In an effort to harken back to the days when very little went to waste, there’s been a growing interest in a more down to earth culinary movement. A huge part of this is what British chef Fergus Henderson refers to as “nose to tail” eating. (In fact, Abbatoir here in Atlanta highlights this philosophy). Sounds like a novel idea, right (trendy foodies might have you believe so)? Well, not really — we’ve just gone down the wrong path for so long it seems that way.

And so it goes with branding. Distracted by new fads, lacking patience, or simply confused by the new cut-throat world of marketing and consuming, we often forget the importance of thinking of brand as a whole. Sure, it’s made up of those tasty cuts like pretty design and a good strategy, but don’t forget about every single one of the other little pieces, and the guts required to make it all happen.

Chef Henderson has explained his philosophy as such:

“If you’re going to kill the animal it seems only polite to use the whole thing.”

Treat your brand with respect. Pay attention to the whole hog, to every touchpoint, large or small. For every part is a valuable asset.

By definition, a “raving fan” is a customer that evangelizes about your brand to anyone who might possibly listen.

&

By definition, a “brand champion” is anyone who evangelizes or protects a brand; a brand steward.

So what’s the difference? We’ve defined the difference as evangelizing the right message. A raving fan, while incredibly ecstatic about you, proclaims your brand as the best, but what message are they saying? The raving fan doesn’t always pay attention to particulars. The Brand Champion however, embodies all the enthusiasm & vigor of the raving fan, but evangelizes the right message.

RF#1: “I love my BMW, you’ve got to get one!”

BC#1: “My BMW really is the ultimate driving machine. I couldn’t imagine driving anything else. You have got to get one!”


We believe in igniting the brand champion. They are the stewards & life bearers of your brand. They are your sales force. They believe in your value and values. They raise your flag proudly and wave it for all to see. Empower them.