By: Andrea Shillington
Whether you’re an entrepreneur working on your next big idea or the leader of a well established company, in today’s world of choice, I’m sure, at some point you’ve contemplated how to stand out. Now, we are not just talking about how to be better at this, or best at that; we are talking about boldly going where no brand, in your industry, has gone before.

We boil it down to three simple basics:
1. Start with a genuine purpose (other than to just make money).
2. Get specific about who will buy (even more specific than that).
3. Be truthful, courageous and consistent when you go to market- loose the hyperbole and marketing speak.

To illustrate this point, let’s talk about one of the most saturated markets on the planet: coffee. Vancouver based Ethical Bean delivers its promise boldly starting with its name right through to its charitable work on a local and global scale. In this case, the company is born from its desire to make a difference in the world of coffee. From freeing farmers of harmful pesticides to leaving a minimal impact on the environment. Ethical Bean is about much more than taste, roasting and the latest flavour shot. As a result of their ethical cause, they are capturing the hearts of coffee drinkers who actually care about what they put in their bodies, where things come from and how it impacts the planet. Furthermore, Ethical Bean expresses themselves by speaking the truth. It’s not just marketing speak existing on a few items, no one can remember or care about. Their Tagline “Just. Better” is a promise. A promise by which the company behaves, makes difficult decisions and chooses to live by everyday.

There are many other, bigger companies with far deeper pockets like Starbucks offering ethical, organic and environmentally friendly products. What makes Ethical Bean stand out: is that they have started with a genuine purpose; chosen a specific audience; and are delivering on their promise with every package, bean and QR code. They are doing it better because they are being bolder about their beliefs and backing up their claims with real actions. As customers, we have no reason not to believe them. No reason to think its yet another green washing parade.

Ethical Bean is a product that has and will continue to disrupt people's choices and attract like minded people. We give them an A+ on being a brave brand.

If this article peaked your curiosity you may also be interested reading…
Blue Ocean Strategy
Start With Why by Simon Sinek
Winning Without Pitching by Blair Enns

Or just speak to us!

By: Andrea Shillington

Today, the whole of Vancouver is exuding their pride and emotional investment in the outcome of the Canuck’s final chance to win the 2011 Stanley Cup. Even those people whose lives haven’t revolved around hockey since the fall,
are surely fans now.

Fanatical behaviour has reached an all time high. People are wearing blue and green (even at Everest base camp). Hitch hiking from Winnipeg to Vancouver. Getting off work early. Screaming at the TV. Paying $3000 for a ticket or $90,000 for a box. But, these are just the things we do when we BELIEVE. As the hours draw closer to 5pm, there is a palpable feeling in the air. A feeling that connects us because “We are all Canucks” (a brilliant Tagline). As more and more of us become a Canuck, we too get to bask in their success. We get to be proud of how far we’ve come in the playoffs. We get permission to believe in ourselves. We get bragging rights. Because, tonight, we could all be winners!

The Canuck’s brand success is no accident. After all, they’ve certainly managed to capture the hearts of their target audience and far beyond. Starting at the top with the leadership. Owners who are passionate about the team. Coaches who have made critical decisions and shown their unwavering support for players (even when a certain goalie drops the ball in game 6). The team is sticking together and clearly aligned, even in the most difficult moments of their careers.

We also have players who are committed to Vancouver and acting like the hero’s we believe them to be. Through reaching out to the community to raise millions of dollars to help sick children. All the way down to authentic fan stories like the green men who now entertain us at each game. Plus, of course, they have proven themselves, game after game, to be one of the best, if not THE BEST team in the NHL. The Canuck’s have it right at every level. Dare I say it, no matter if we win or loose tonight. The die hard fans, will continue to believe in their beloved Canucks team next season. That’s what you do when you love, you forgive mistakes.

So, tonight, as WE score the goals ask yourself how you can turn customers into devoted fans? How could your brand inspire people to believe? And, what should your fans believe IN?

Go Canucks! Go!

By: Andrea Shillington
Without a meaningful purpose that is real to you, you can’t know how to be the leader you know you can be. But once you discover it, there will be no stopping you or the movement your purpose creates.

When we get started in our careers, few of us are fortunate to know our purpose, so instead we are driven by a lifestyle. To travel the world. A red sports car. A white picket fence. And so, we set out into the world to create the world we envision living. We choose an educational path. We apply for jobs. We work hard. We get promoted. Some of us are even brave enough to set up our own companies. But, as we climb Maslow’s mountain of needs, we inevitably get to the point where we want self-fulfillment from our work.

A desire to inspire people. To give back. To be remembered for something great. And that need, whatever it is, just won’t shut up.

In essence, it's our own purpose that we seek. Why are we here on this planet? Why do we work other than to make money? What drives us day after day? What is it about work that inspires you? Inspires others? Fills us with energy and passion?

Have you heard of Tom’s? It’s just a simple shoe company selling canvas flats. They are no Jimmy Choo that’s for sure. But, they sure are creating one hell of a movement! And it all started with the intention to help children around the world. Tom’s one for one policy assures that for every one pair of shoes purchased, a pair of shoes is provided to a child in need. In this case, Tom’s has created global success in the fashion industry by focusing on selling their purpose.
Without question, there are many successful and hugely profitable companies without a purpose other than to make money. But would they be missed if they were gone tomorrow? For those of you who know your purpose is bound for greatness, our world is starving for more inspirational stories like Tom’s. How can you turn your business into a cause?

By:  Dann llicic
Going through the rebranding process in your organization can be tough, even if everything goes smoothly. In our experience, there are six things that usually get in the way and we want you to be aware of them.

1- The CEO or leadership team is not involved

Too often we see the rebranding efforts beginning in the marketing department instead of with the CEO. Branding is a CEO level initiative because it deals with the fundamental definition and expression of the business. The brand consultant is the worst person to deliver the brand to the organization. It can ONLY be delivered by the CEO as an expression of their vision for the organization’s future

2- There is no budget allocated

Not having a budget for the rebrand usually means that the project has not been taken seriously yet. Yes, there will be strategy and design fees but the bigger costs come in the implementation and execution. How tragic it is to go through all the work and then to find out that there is no money to execute properly.

3- No internal point person to drive the rebranding implementation from the inside

Most brand consultants and designers are wonderful people but they cannot successfully govern the intricacies and politics of your organization alone. Either the CEO or someone closely linked and authorized by the CEO must drive the process for it to be taken seriously.

4- No visual evidence of change

If you’re going to go through the effort of rebranding then it must be as conspicuous as possible. The brand does not exist in the words in a policy manual (of course you do need one of those too) it must exist where people will notice and feel it. New paint, new logo, rearranging furniture, new signage and a host of other tangible changes let people know that the rebrand is real and alive.

5- Not having a roll-out plan

When will the rebrand be complete? How and when will we tell our staff?How and when will we tell our customers and clients? How will we tell the public? If these questions are not answered from the beginning then all kinds of hell can break loose. If the roll-out needs to happen over time then that must be communicated clearly to all involved. Having a plan and somebody accountable for executing it will give all stakeholders comfort that the rebranding efforts will stick and be meaningful.

6- Not enforcing the company values

If the hiring, firing and overall operations are not rooted in the company’s core values then it is unlikely that anyone inside will take it seriously. The values must be conspicuously displayed for everyone to see (not just in the employee welcome handbook or policy manual). It is not uncommon for some people to quit once the company’s values have clearly been articulated - but in general these people quit a long time ago - they just still happen to be drawing a paycheck though. The best companies make a big deal about their values and look for those traits and evidence in the people that work for them. Remember that it is your people that deliver the brand experience of your company and that experience, if it is to be consistent, must be based on the core values of your organization.

I just had one of those great customer experiences that are worthy of a blog post. The interesting part is that I actually never spoke to a live person at any point and I am still blown away.

I bought a pair of soccer cleats for my ever growing 10yr old son from SoccerPro, an online retailer based in Missouri. The prices were fair and the site was easy to use but that's not what compelled me to write this. This company is full of personality and it is clear to me that they have made a decision to make every possible interaction surprisingly great.

I'm always grateful to get acknowledgement that my order was received and shipped, but check out this order confirmation excerpt:

Dann,

Your order #xxxxx , has been fully shipped. Shout out loud! Give someone a hug! Or, get back to work...your call. Either way, we don't judge.

This gear is important and you probably want an official-sounding shipping summary. Hold onto your mouse pad cause here comes the fancy stuff.

Shipment Details:

Your order is being shipped to:

Dann Ilicic
XXXXXX
XXXXXX

We absolutely love having you as a customer!

Talk Soon,

Sergio

I actually believe that they "love having me as a customer" and I am generally cynical about these types of statements. Even when the package arrived, there was an "unofficial envelope" inside the box with a lollipop and the best "terms and conditions" policy I've ever seen - soccerpro.pdf.



How can you not love a company that has a Department of Surprise and Delight? I've already told everyone on my son's team about how great it is to deal with SoccerPro and I'll definitely be buying there again. 

Sometimes clients think that better branding is the answer to their business problems, but let me say that branding is really about turning your truth (what's already real and great about you) into your competitive advantage. If your service or product sucks, then branding is the last place you should spend your money. 

One of the greatest enjoyments I get out of the work we do for clients is to get their delivery aligned with their brand promise. It is the single biggest impact I think the branding process can have. Do you believe enough in your own brand promise to fully take on the risk of of the promise? Does your brand have a personality that comes through in every interaction? Are you hiring people that "are" that personality? Now, go deliver. 

Our Canadian Brand Essence

by Andrea Shillington

February 28th, 2010 marked the day of something new, something special, something found in us all. It will be remembered as the day our Canadian pride reached an all time emotional high. All across the world, people gathered, and Canada’s national pride came to life with a “Go Canada”.

I was fortunate to be one of the many people pouring onto the streets of downtown Vancouver, just minutes after Crosby scored the golden goal for Canada. Entranced by the smiles, random hugs, high-fives, cheers and the instant friends gained. I was infected by the natural high of our shared joy.

Looking back on my pictures of Vancouver’s streets, from the opening ceremonies to closing, it’s evident that something changed. What few high fives I gave and received on the first day of the Olympics, became thousands on the last. What streets were once crowded in dark winter wear, turned to a sea of red and white. What Canadian wear was once a memento turned into a patriotic fashion parade: flags as capes and maple leaf makeup. Anything really, as long as it was red and white.

Post gold, I can’t help but wonder what it was? At first, it was our athlete’s perseverance and courage that struck an emotional chord. Then the sunny skies that put a spotlight over our lands picturesque backdrop and throughout it all, moments on the podium turned us all into winners.

But, what piece of the Olympic magic can we hold onto beyond this day? What is it that makes us so proud to be Canadian? What momentum can we continue to build in our great country? What makes us different than any other nation in the world? What binds us at our maple leaf-loving core?

Please share your thoughts with us. Let’s continue to build what we started.

Some of you may have heard about the scuffle between Vancouver Olympics officials and local apparel manufacturer Lululemon over the latter’s sneaky way of referring to the 2010 Vancouver Olympics without actually referring to the event by name. Lululemon Athletica has come up with a cheeky clothing line that’s named “Cool Sporting Event That Takes Place in British Columbia Between 2009 & 2011 Edition.” Olympic officials were quick to lash out at what they called “rogue advertising” but  Lululemon denied the name was a brazen bid to circumvent Vancouver 2010’s vigorous brand protection policies.

Everybody knows how seriously Olympic officials take their brand’s symbols and insignias, they are sacred and untouchable, and they come out with all their legal might after anyone that tries to dilute, defile or associate themselves with any Olympic symbol without paying the hefty corporate sponsor fees. This includes any mention of anything resembling mount Olympus, any image resembling the Olympic rings, The torch and even the words Vancouver 2010. Local Vancouver Greek restaurant Olympia has been in battle with Vanoc for years over the use of the Olympic torch and the rings in their signage which have been in use for many years but became an issue when it was known that the Olympics are coming to Vancouver in 2010. Olympia restaurant stood their ground and refused to budge to Vanoc demands, they started collecting signatures from people and eventually got their way and kept their signs. This may have opened a Pandora’s box of abusers and it may have encouraged Lululemon to go ahead with their cheeky attack.

While I think that protecting your brand is important for companies, but when it goes too far, when large organizations use excessive legal force and financial muscles to come after small shops. They end up being perceived as an overgrown Goliath, and that can end up hurting their own brand and even in some cases promoting the attacker’s brand,  if only  in the eyes of a certain segment of the market.  Lululemon realized that, and also realized there is a relatively significant segment of the market that is somewhat anti Olympic, and decided to capitalize on that. Not to mention the buzz that was caused by the controversy alone.

So if you decide to pull a fight over an insulted brand, Use your discretion to do so but subtly and gently and don’t make such a loud fuss, otherwise you will hurt your own brand and damage your own image.

I am sure all of you have seen the Mac/ PC commercials where you see Mac's point of view: where it's the reliable, cool and hip versus the unreliable, clunky and old school operating system! And I am sure you have to agree that Mac has a much better differentiation strategy than the PC, but why is it still a PC dominated world. Maybe Macs position of pointing out all the pains and frustrations are just not to convert users? Maybe people don’t care for an unreliable operating system - but rather they are scared of change. Or maybe, like the cell phone, people want to upgrade their operating system - so they can get the next cool trend.

Brand evangelists and marketers can all agree that Apple has done a brilliant job of differentiating themselves by merely simplifying an operating system and reinforcing it with great customer service. Although we constantly see Microsoft upgrade their processor - they still don’t change their service model or fix the “buggy, crashing” operating system. Why is that. Do they know they are giving Apple a competitive edge... Do they even care?

One has to wonder who will win and rule the computing world?

Yes Macs are cool and PC’s are more prone to crashes and viruses - but yet there are significantly more PC users than Mac users, at least 70% according to one statistic. So whose brand is stronger? The fact that the PC does very little to defend itself makes me wonder why everyone isn’t on a Mac already... The campaign has been going since 2006. But then I realize that "PC" is not even an actual brand that belongs to one company; therefore it cannot stand up and defend itself against the onslaught of Mac inspired insults. Microsoft occasionally takes the helm, these days with their I'm a PC and I'm 5 years old.

It’s similar to the Volkswagen trend, and the movement that followed when they first made their comeback in the car world. Volkswagen created a Jetta club - the trendy, urbanites drive Jetta's; this was their differentiation strategy to give re-birth to an old, tired brand. We have been witnessing these cool trend setting brands for years - but is it really enough to gain market share over competition or is it merely just a trend that will pass? I mean really - you have to admit - there are way more geeky computer nerds than cool, creative computer guys.

I was a PC user but switched to Mac, and I am happy about it. I mean, the time I save on my Mac versus a PC because of crashing and virus scans, I was able to finally take a vacation!!!

I am young - I am cool... hey! I am a Mac!
Will this message alienate the Old, Traditional, Corporate types that don't consider themselves super cool? i.e. big businesses.  and eventually drive them into the arms of their good old PC.? The devil they know all too well.

Recently after being in a long-term relationship I found myself to be fabulously free and single. As an out-going, independent, modern gal my first instinct to meet new people was to go through the inconspicuous, the “be-who-I-want-to-be” route of on-line dating.  Through this experience I became acutely aware of all the branding involved in this modern world of dating.

At my disposal the three dating services that popped out at me were Plenty of Fish, Lavalife and E-harmony. In short, Plenty of Fish resembles the traditional night club of the dating scene, Lavalife’s positioned as a urban online lounge or a trendy coffee shop and E-harmony has replaced the traditional “meeting through friends” scene. Not only are the on-line dating companies specialized and target specific, I too was becoming a commodity.

After a couple of weeks of sending smiles, “ping-ing” people, or checking profile photos and passing judgement, I found myself browsing and selecting potential candidates with no substance or merit. I was picking out my ideal man like I was shopping at the grocery store - looking for good colour, freshness and ideally, some firmness.

In the end I came to the conclusion that online dating only succeeds through our failure and desperation of finding the “happily ever after”. It does amaze me how consumed we - social interactive beings- have been trained to communicate with the least amount of effort ever. We have become a digitized generation, lowering our social skills through the use of social online networks.

After my experiences online this fabulous commodity has gone offline, appreciating the real life - with real people.

To be continued....

Anytime Microsoft does anything to challenge Google, it always makes for interesting news. Last week the New York Times did a story on Bing — the new name for Microsoft Live search.