Marketing News of the Month: Brand Names, Personal Brands, Equality, and More

During the month of March, there were news stories that reflected brand identity, brand reputation, brand storytelling, co-branding, gender bias, product packaging, product pricing, personal branding, and more.

COVID-19 PANDEMIC ANNIVERSARY

On March 11, 2020, the World Health Organization (WHO) declared the COVID-19 outbreak to be a pandemic, which led to stay at-home orders and shutdowns across the United States and the world.

According to ABC News, “As of March 6, 2025, at least 1,222,603 Americans have died of COVID-19, according to data from the Centers for Disease Control and Prevention. The U.S. has the highest number of deaths of any country in the world, according to the WHO, but experts believe the true death toll is higher.”

According to Dr. Cameron Wolfe, an infectious disease specialist and professor of medicine at Duke University School of Medicine, “We know this emerged in China, around the city Wuhan. We know when [the] medical community identified it, but we don't know quite how long it was circulating before then.”

SOUTHWEST AIRLINES AND LUGGAGE

Announced in mid-March, for the first time in the nearly 60-years of Southwest Airlines existence, no more “Bags Fly Free.” The airline needs a new tagline and good public relations to deal with upset customers. Starting with flights booked on or after May 28, Southwest will begin charging for checked bags with some exceptions. The new policy aligns Southwest with other major airlines that already charge for checked baggage.

EQUAL PAY DAY

According to CNBC, “March 25 was Equal Pay Day, marking how many days the median woman would need to work into 2025 to earn what the median man earned in 2024. This day was designed to draw the public’s attention to the discrepancy in pay between men and women in the United States. It has been recognized annually since 1996. According to the most recent median income data from the U.S. Census Bureau, the national gender pay gap stood at approximately 84 percent in 2024. Said differently, for each dollar men earned, women earned $0.16 less.”

According to the World Economic Forum, “It could take roughly five generations to close the pay gap worldwide. Based on current data, it will take 134 years to reach full parity. In the Northern America region, despite equality in educational attainment, there are still wide disparities in earned income and women’s representation in senior leadership positions.”

SHARE THIS: Equal pay isn’t just about fairness – it’s about building a stronger economy, supporting working families, and ensuring that TALENT, not gender, determines success. ~Frederique Irwin, President/CEO of National Women’s History Museum #SheIsNotAFootnote #DebbieLaskeysBlog

SHARE THIS: Girls and women are told they can be anything. But when they look at the workforce, education, government, and healthcare system, they see a world where women are still the exception – not the norm. Underrepresentation isn’t a coincidence. It’s a system failure. ~The Young Women and Girls’ Aspiration Report via @WomensHistory #NWHM #DebbieLaskeysBlog

POWER OF PERSONAL BRANDS – PART ONE

Is Tesla CEO Elon Musk damaging his brand? Musk has closely attached himself to President Trump, which has resulted in protests and acts of vandalism. Signs featuring the message, “Unplug Musk” can be seen in cities across the United States.

According to crisis management expert Eric Dezenhall, founder of Dezenhall Resources, "It's almost impossible to be a politically divisive figure while running a consumer brand. X/Twitter is one thing: You could make the argument that its purpose is political, and if you can build a consumer base on that, fine. But Tesla is something different. It's a consumer product that was marketed as an alternative to fossil fuel-burning cars. This was appealing to progressives and even some conservatives. It's lost its status as a progressive "badge" product.

A lot depends on two things: Does Musk stay in his DOGE position? If so, it will be hard to build Tesla back unless the product itself is so much more extraordinary than competitors — which it once was. If he leaves DOGE and gets back to what made him, the public can forget the recent unpleasantness over time. If he stays with DOGE and keeps the slash-and-burn at this pace, it will be hard to balance both.

My advice is simple: The aim of crisis management is to stop an attack, not improve an image. First, get back to business. Leave politics to somebody else. This isn't your thing. But that advice doesn't matter because he's at the center of global discourse.”

POWER OF PERSONAL BRANDS – PART TWO

While the gist of this article by Politico may seem crazy, how many people actually thought Trump would run and win the presidency on January 20, 2021 (the day Biden was inaugurated)?

Representative Brandon Gill of Texas and other legislators have introduced Congressional bills to show their support for Trump. These include: designate Trump’s birthday as a federal holiday (June 14), rename Washington, D.C.’s Dulles airport in Trump’s honor, carve Trump’s face on Mount Rushmore, and create a new $250 bill with Trump’s likeness.

According to Politico, “The multi-front effort to memorialize a president who is still alive, let alone still living in the White House, has no precedent in congressional history. While none of the bills are expected to become law, it underscores the lengths that some House Republicans are willing to go to curry favor with Trump. Some scholars of American history, however, view these bills through a darker lens. Some of the bills honoring Trump present practical difficulties. The National Park Service has said there is no suitable rock left to carve on Mount Rushmore, and putting Trump’s image on money would require repealing an 1866 law prohibiting the printing of a living person’s image on American currency.”

Princeton University Professor Sean Wilentz called it an effort “to transform a sitting president into a kind of deified figure,” something, he said, George Washington himself feared, “This is exactly what the American Revolution was fought to prevent.”

TRUMP’S TARIFFS ON NEW CARS

According to NPR, “President Trump [announced his decision on March 26] to impose 25 percent tariffs on imported cars and car parts starting [the following week], using his national security powers to take the action. The latest policy is yet another example of the president's tariff-centric second-term economic agenda. Thus far, Trump has imposed tariffs on Chinese goods, steel and aluminum, and some goods from Canada and Mexico. According to Commerce Department data, Mexico is by far the largest exporter of auto parts to the U.S., followed by Canada, China, Japan, and South Korea. The list of the biggest vehicle exporters is similar: Mexico far outstrips other countries, followed by Japan, South Korea, Canada, and Germany.”

How will this decision impact new automobile purchases? And how will it affect auto advertising?

PRICING AND WOMEN’S CLOTHING

Did you know that tariffs on imported clothing can have a gender bias? According to 19th News, “A bill from two Democratic representatives would investigate the ‘pink tariff,’ which encompasses the higher tax rates on imported items classified as women’s goods…Incoming clothing is classified by gender through government textile codes, and the tariffs on them aren’t always equal. Importers would pay an 8.5 percent tax rate for a men’s anorak, for example, while a woman’s coat in the same category is taxed at 14 percent. Even clothing that would eventually be labeled as “unisex” in stores is automatically tariffed as though it were women’s garments, per the government code, bearing those same, often-higher rates.”

According to Representative Lizzie Fletcher of Texas, “As President Trump has imposed tariffs and started a trade war with our trading partners, it is even more important that we understand how higher tariffs will raise costs for everyone, and women in particular.”

MESSAGE BEHIND ZELENSKYY’S CLOTHING

At a recent meeting at the White House between President Trump and Ukrainian President Volodymyr Zelenskyy, there was a kerfuffle about Zelenskyy’s clothing.

According to Politico, "The last time Ukrainian President Volodymyr Zelenskyy wore a suit was early on February 24, 2022, when he posted a video announcing martial law as Russia launched its full-scale invasion. Since then, Zelenskyy has largely sported combat-style black, gray or khaki cargo pants, boots, sweatshirts and polos decorated with Ukrainian national symbols. That leaves him strikingly underdressed compared to his peers. Yet that’s the point.”

Elvira Gasanova, designer of the Damirli brand that is one of Zelenskyy’s signature looks, explained, "When world leaders see Zelenskyy in military style, it is a signal: Ukraine is at war and I am part of this fight. A persistent call to return to the suit is a de facto demand to return to the usual format of political dialogue, which means enough of war, sit down at the negotiating table. During war, the president is not just a politician, but the supreme commander of the army and civilians under martial law. The classic suit would be perceived as a detachment from the reality of the front, and his clothes help him to keep the world’s attention on the war in Ukraine.”

Zoya Zvynyatskivska, a Ukrainian fashion critic and historian, explained that criticizing clothing is often more about fashion, “Manipulating dress requirements is an act of domination. Trump is a political bully, who does not disdain any opportunity to humiliate his opponent, to show him his place in the hierarchy. To paraphrase Churchill, if our man put on a tie to avoid public humiliation, he would receive the same humiliation — but in a tie.”

TRAVEL ADVISORIES TO THE UNITED STATES

According to NPR, “Some European countries, as well as Canada, are warning their citizens who travel to the United States to strictly follow the country's entry rules or risk detention as the Trump administration cracks down on immigration enforcement. Ireland, The Netherlands, Denmark, the United Kingdom, Germany, Finland, and Canada have updated their travel guidelines after some travelers from those nations encountered detention by immigration officials. The heightened advisories come after citizens from European countries have been detained and deported by immigration officials while traveling to the United States. Some of the warnings also note that the State Department has suspended its policy allowing transgender, intersex, and nonbinary people to update the sex field on their passports – eliminating the X marker as an option… It's currently unclear how or if the travel warnings will have an impact on the economy. However, economists had previously warned that tariffs imposed by Trump, including on the European Union, could strain international relations and increase costs.”

What happened to welcoming visitors to the United States?

DEI VS. THE US MILITARY & THE US GOVERNMENT

According to NPR, "From 2005 to 2023, the number of women serving active-duty roles in the U.S. military rose by 12 percent, while the number of men fell by more than 10 percent, according to Pentagon data. A third of active-duty enlisted service members came from racial minority groups in 2023 – a higher percentage than in 2010. Those figures from the Department of Defense's most recent demographics report help explain why military experts who spoke with NPR are concerned that the Trump administration's orders to root out digital content "promoting Diversity, Equity, and Inclusion" could undermine military recruiters' ability to connect with potential service members from important demographics.”

"There's a strategic reason why you have a website about [Medal of Honor recipient Maj. Gen. Charles Calvin Rogers] or a website about the Navajo Code Talkers," explained Wayne Lee, a former Army officer who is a history professor at the University of North Carolina, Chapel Hill. "It's because we continue to want to recruit from populations who identify with those people and who see them as their ancestors and who want to emulate their service."

Continuing from NPR, "The Pentagon says its goal is to cull material related to diversity and cultural awareness, under orders from President Trump and Defense Secretary Pete Hegseth. But the removal of webpages about American role models – from Jackie Robinson's military service to female pilots who have flown the B-2 stealth bomber – triggered outrage and suspicion. Some of those pages have been restored, with a Pentagon official telling NPR that the military's review of images, stories, and social media posts has been too hasty. Earlier, the U.S. Air Force said its basic training curriculum would once again include lessons about the Tuskegee Airmen and Women Airforce Service Pilots, or WASP."

According to NPR, "Arlington National Cemetery has begun wiping from its website histories highlighting Black, Hispanic, and women veterans. The change is in line with President Trump's directive to remove references to and support for diversity, equity and inclusion from the federal government. A U.S. official not authorized to talk to media told NPR the removal of links and sections about these groups have been dubbed a "digital content refresh" by top Pentagon officials. The story was first reported by Civil War historian Kevin M. Levin on his Substack newsletter and by Task & Purpose, a publication focused on military news. Articles, photos, and videos that are seen as promoting DEI will be removed under the new approach. Additionally, the Pentagon has marked thousands of photos representing diverse veterans to be removed from its website, according to the Associated Press. For example, Gen. Colin Powell was the first Black Chairman of the Joint Chiefs of Staff, and the 6888th Central Postal Directory Battalion was the first corps comprised only of Black women to work overseas during World War II. Their stories are no longer prominent on the website but can still be found using the search function."

According to ESPN, "On March 19, the Department of Defense restored a story on its website highlighting Jackie Robinson's military service after deleting it as part of President Trump's efforts to purge references to diversity, equity and inclusion through a "digital content refresh." While it does not make any references to DEI, the story on Robinson was among a swath scrubbed from government websites in recent days. Before the story on Robinson's service was restored, the URL had redirected to one that added the letters “DEI” in front of “sports-heroes.”

KIRSTY COVENTRY’S NEW ROLE

On March 20, in Costa Navarino, Greece, Kirsty Coventry, the 41-year-old Zimbabwe sports minister and two-time Olympic swimming gold medalist, was elected president of the International Olympic Committee (IOC). She will become the first woman and first African to lead what many refer to as the largest international sporting event. According to the AP, “Coventry will formally replace her mentor Thomas Bach at a June 23 handover, officially Olympic Day, as the 10th IOC president in its 131-year history.”

Coventry, whose term will be from 2025-2033, said, “This is a signal that we are truly global. I have been dealing with, let’s say, difficult men in high positions since I was 20 years old. What I have learned is that communication will be key.”

MARIAH CAREY’S GOOD NEWS

Mariah Carey had been battling over her hit Christmas song, “All I Want for Christmas Is You,” after songwriters accused her of stealing the lyrics from their song in a complaint first filed in 2023. However, U.S. District Judge Monica Almadani ruled on March 19 that music experts could not prove enough objective similarity between the two songs through what's called an extrinsic test. So, Judge Almadani granted Carey’s request for summary judgment without the need to go to trial agreeing with the defense's claims that the 1994 song uses common tropes associated with Christmas songs that existed prior to 1989.

And how many of us associate the Christmas season with Mariah Carey and her song?

DEATH OF GEORGE FOREMAN

George Foreman passed away on March 21 at the age of 76. He won an Olympic gold medal in 1968, was a two-time heavyweight champion, and Hall of Fame boxer. Famous fights were against Muhammad Ali and Joe Frazier, and he also served as a boxing analyst. Then, in 1994, he launched his “George Foreman Grill,” which went on to sell more than 100 million units worldwide, thanks in part to his memorable catchphrase, the “Lean Mean Grilling Machine.” In 1999, he sold the commercial rights to the George Foreman Grill for $138 million, more than he earned in boxing.

AMAZON AND LEBRON JAMES

According to the Hollywood Reporter, “Amazon has struck a multiyear deal for the LeBron James digital series, Mind the Game, which will be distributed across several Amazon properties. As part of the deal, Amazon’s Wondery will distribute Mind the Game across Amazon Prime Video, Amazon Music, Fire TV Channels and Echo devices, as well as on YouTube and wherever podcasts are available. In its second season, the series will see James host alongside new co-host NBA hall-of-famer Steve Nash. Wondery will also manage ad-sales representation for all audio and video episodes of the podcast, as well as back catalog content. Uninterrupted, which launched the show last year, will produce the series…This is Wondery’s latest big push into podcasting and sports media…Wondery CEO Jen Sargent called sports a “strategic priority of Wondery’s and Amazon’s,” and emphasized the company’s 360-degree approach to acquiring series, including moving involving Amazon and moving into video, merchandise, live events, and more.”

NEW ROLE FOR DONATELLA VERSACE

Shared in a company press release, “Capri Holdings Limited, a global fashion luxury group, and Versace announce that Chief Creative Officer Donatella Versace will assume the role of Chief Brand Ambassador effective April 1. In her new role as Chief Brand Ambassador, Ms. Versace will dedicate herself to the support of Versace’s philanthropic and charitable endeavors and will remain an advocate for the brand globally.”

Donatella Versace explained, “Championing the next generation of designers has always been important to me. I am thrilled that Dario Vitale will be joining us, and excited to see Versace through new eyes. I want to thank my incredible design team and all the employees at Versace that I have had the privilege of working with for over three decades. It has been the greatest honor of my life to carry on my brother Gianni’s legacy. He was the true genius, but I hope I have some of his spirit and tenacity. In my new role as Chief Brand Ambassador, I will remain Versace’s most passionate supporter. Versace is in my DNA and always in my heart.”

PUMA AND HELLO KITTY

Puma unveiled a Hello Kitty Collection of limited-edition sneakers to celebrate the 50th anniversary of the lovable Japanese cartoon character. This is the second time that Puma has collaborated with Hello Kitty on a sneaker line.

STARBUCKS AND VERMONT

There are over 17,000 Starbucks retail venues across the United States, but did you know that one state capital does not have a Starbucks? While there are 10 Starbucks in the state of Vermont, its capital, Montpelier, with a population of 8,000 in an area of 10-square miles, has none. The reason is that the city imposes a corporate business tax of 8.5 percent on any profits above $25,000. On a related note, there are no other chains within the city limits of Montpelier either: McDonald’s, Chick-fil-A, KFC, Burger King, Arby’s, and Sonic. Montpelier residents take pride in their unique and independently owned coffee shops and restaurants.

PERSONAL BRANDS AND CO-BRANDING

If you could pair your personal brand with anyone else’s, who would you choose? According to CNBC, “Four-time National Basketball Association champion Stephen Curry is teaming up with former First Lady Michelle Obama to release a healthier sports drink option. On March 26, Curry and Obama announced the launch of Plezi Hydration, through Obama’s public benefit company, Plezi Nutrition. The drink adds to Curry’s growing portfolio of off-court ventures [and while the] sports drink market is a crowded space, Curry said the beverage’s focus on health and wellness makes it different. The drink touts no added sugar or artificial sweeteners, less sodium than leading rivals and a full daily dose of vitamin C.” This partnership aligns with Obama’s focus on healthy eating during her time as First Lady.

STORY FROM A META INSIDER

According to Vulture, “Sarah Wynn-Williams can’t do interviews. She can’t post on social media or go on tour or give a talk. Her family can’t speak on her behalf, and her friends are afraid to. None of this has affected the sales of her first book, a memoir of the six years she spent working for Facebook. Instead, it may have helped them: The moment that an arbitrator (requested by Meta) slapped Wynn-Williams with a gag order, banning her from promoting her memoir, Careless People, he handed her the kind of publicity no book party could match. Suddenly, Careless People wasn’t just another tech whistleblower book; it was the book that Mark Zuckerberg didn’t want you to read, and for many, that’s enough to recommend it. In the week following its release on March 11, Careless People hit the top of The New York Times best-seller list and sold 60,000 copies.”

NEW $20 BILL?

According to NPR, "A measure to replace President Andrew Jackson with abolitionist Harriet Tubman on the $20 bill again became an issue in Congress. This the latest push to honor Tubman on the currency and remove Jackson, the country's seventh president and a slaveholder. It follows a decade-long effort of previous attempts, including through legislation that has stalled in Congress. The March announcement also coincides with Harriet Tubman Day, a holiday honoring the activist who led enslaved people to freedom on the Underground Railroad. The new bill, called the "Harriet Tubman Tribute Act of 2025," calls for the Treasury secretary to include the abolitionist's face on all $20 bills printed after December 31, 2030. The proposed legislation also stipulates that the production of these bills cannot be delayed more than two years unless it is determined that issuing the bills after the designated date ‘would create an unacceptable risk of counterfeiting or to the safe, secure, and speedy functioning of the United States economy.’”

Ernestine "Tina" Martin Wyatt, Tubman's great-great-great-grandniece appreciates the renewed effort but is not confident it will occur under the Trump administration, given its rollback of diversity, equity, and inclusion efforts. And not only has the endeavor been held up in Congress, it has also faced delays with the White House and Treasury Department. According to Wyatt, “That's what was on her mind all the time. Freedom, inclusiveness, justice, and equality. That's what democracy is. How are we going to make a better country without including people, without justice, without equality, without freedom, most of all and freedom?"

END OF 23ANDME

According to The New York Times, "23andMe, maker of popular DNA test kits, announced on March 23 that it has filed for Chapter 11 bankruptcy and is looking for a buyer. Although the company has promised to continue protecting customer data amidst a possible sale, California’s attorney general has advised 23andMe users to consider deleting their information. The company’s decision to declare bankruptcy was not a surprising one. After a 2023 data breach in which attackers gained access to information from close to 7 million customer profiles, 23andMe’s stock price plummeted, and the company settled a class-action lawsuit for $30 million."

According to PC Magazine, "Did you delete your DNA data on 23andMe? The company's website has seen a surge in users after it launched a bankruptcy proceeding intended to attract a buyer. Visits to 23andMe.com increased by 526 percent from Sunday to Monday (March 23-24), according to Similarweb, which tracks Internet traffic trends after 23andMe announced its bankruptcy. 23andMe.com received an estimated 1.5 million visits on Monday (March 24), an increase from 239,000 visits the day before, or what’s closer to a typical daily traffic flow."

WHAT’S IN A NAME?

According to NPR, “At the heart of a hearing on Capitol Hill on March 26, entitled "Anti-American Airwaves: Holding the Heads of NPR and PBS Accountable," was the question of whether public broadcasting should receive federal funding. The subcommittee chairperson, Representative Marjorie Taylor Greene, Republican from Georgia., has said she wants to cut all federal funds to public broadcasting.” In fact, she has gone so far as to call both NPR and PBS “communist.”

Let’s see how accurate this statement is: Elmo is a communist, Bert and Ernie are communists, and the Cookie Monster is a communist. Seriously?!

What other recent marketing buzz caught your attention? Since there’s always something happening that impacts marketing, read #DebbieLaskeysBlog for the scoop!

Image Credits: Puma/Hello Kitty, 23andMe, and Brian Kelly/Instagram.

Read Kirsty Coventry's Manifesto and Five Priorities as IOC President:

https://stillmed.olympics.com/media/Documents/International-Olympic-Committee/president-election/manifesto/COVENTRY-KIRSTY-manifesto-EN.pdf

Read or download a copy of The Young Women and Girls’ Aspiration Report from the National Women’s History Museum:

https://www.sheisnotafootnote.org/

Read The Global Gender Gap Report 2024 published by the World Economic Forum:

https://www.weforum.org/publications/global-gender-gap-report-2024/digest/

Read the article about Jackie Robinson that disappeared and then re-appeared on the Department of Defense's website in mid-March:

https://www.defense.gov/News/Feature-Stories/Story/Article/2490361/sports-heroes-who-served-baseball-great-jackie-robinson-was-wwii-soldier/

Read this post from Politico: 

Six times European leaders tried to make the power hoodie work (September 2024)

https://www.politico.eu/article/european-leaders-hoodies-fashion-politics-ramzan-kadyrov-rishi-sunak-donald-tusk-emmanuel-macron-volodymyr-zelenskyy/

Catch up with the marketing highlights from the first week of March:

Marketing News of the Week: Betty, Jane, Oscar, and More (March 6, 2025):

https://www.debbielaskeysblog.com/2025/03/marketing-news-of-week-betty-jane-oscar.html

Covid Brand Pivots, Marketing and Twitter

While many users left Twitter since Elon Musk took over, I chose to remain to continue to participate in discussions about brand marketing, leadership, and customer experience marketing as well as other interesting topics – and also to learn from fellow marketers and business leaders. And of course, there’s no better place to discuss Super Bowl ads in real time!

Do you recall what happened on this date in 2009? If you’re a Twitter fan, you’ll recall the race between actor Ashton Kutcher and CNN to be the first to reach a million followers. Ashton Kutcher became the King of Twitter by reaching that milestone on this date in 2009. Today, he has over 17 million followers.

Last year, I connected with Suzanne Huber from Toronto, Canada, and we had a Q&A about branding, marketing, and reading. The link is provided at the end of this post, and recently, we continued our discussion. Highlights follow a brief introduction.

Suzanne Huber is an award-winning digital strategist who has helped hundreds of companies and nonprofits attract new customers while growing brand awareness. She's a trusted advisor to entrepreneurs and executives growing their companies with a proven track record. Today, her company creates marketing strategies and provides outsourced digital marketing solutions that drive fast client acquisition. Suzanne also works with and trains small and medium-sized companies to launch their own innovative marketing campaigns that take their organizations to new heights. Her passion for driving results has made her sought after by business leaders actively growing their organizations.

QUESTION: You appeared here on my Blog in September 2022. I asked you then to share your three favorite brands with reasons why. Now, three years into the Covid pandemic, which three brands have pivoted during the pandemic and stand out from their competitors?

SUZANNE HUBER: This Is a hard question to answer. I will refer to industries and categories that are coming out on the other side since I am stumped on specific brand pivots. There are certainly some winners and comebacks that seem to be apparent.

Cruises in general have seemed to be bouncing back, likely not to where they were, but people are traveling on them again, which I personally think is wild given that they could not port in many countries, and this isn't technically over yet.

Baby formula is top of mind as well. As a new mom of twins, it's unbelievable how difficult it has been to source the last few months. There is high demand out there from all of the new babies that came to be during the pandemic.

QR codes are a winner too. Mass adoption for menus would not have happened without the pandemic – now users are asked to scan the QR codes to read menus.

The last category would be related to fitness/workouts. You can really source just about any kind now virtually. The pandemic forced the industry to go digital, and that can become a permanent fixture/revenue stream even though people are going back to gyms and studios in person now. Personally, I finally was able to work out consistently in my home (because I had to!) and will favour this approach moving ahead to save time going to and from the gym.

QUESTION: What are your favorite aspects of marketing?

SUZANNE HUBER: My favorite aspects would be starting and maintaining relationships with an audience of potential buyers by creating engagement with good content. This really allows you to scale yourself from a sales perspective. This is especially the case if you can generate interest and intrigue from an audience. It's technically selling at scale. Some sales professionals may disagree, but marketing really facilitates the sales process, and if your content isn't helping to bring buyers further down the funnel, then it isn't working for you. Marketing also provides the opportunity to stand out and be different with your positioning. Who you serve and how you connect with them. I love the creativity and ways to resonate with your ideal buyers through content.

SHARE THIS: Marketing provides the opportunity to stand out and be different with your positioning. ~SuzyHuber #Marketing #DebbieLaskeysBlog

QUESTION: You Tweeted, "Is it normal to prefer some of your Twitter friends to your real-life ones?" Seriously, based on the chaos surrounding Elon Musk and Twitter, is Twitter still an important part of your digital footprint and social media marketing?

SUZANNE HUBER: It is. I still get decent engagement on my content and find new people to connect with. That said, the changes to the algorithm definitely have impacted the content on my feed, and I certainly miss the people who I am used to engaging with on the platform.

It is different now. I do periodically see some of my people stream, and I engage on their content, so I can see them hopefully again. I am not going to change my profile to private though, and I consume less news on there these days. I miss the good old days for sure, but I am also not leaving just yet either.

I have noticed, as well, that the people that Twitter suggests I should follow aren't really aligned with my interests, and they already have huge followings so not sure what props up that feature as the networking seemed to be more organic/authentic in the past versus growing existing large accounts by recommending them. Harder to reach people where you are at.

That said, I love my existing followers and people I follow, so I will stay in touch there for now and hope the algorithm gets some more tweaks in the days ahead.

QUESTION: What does this quote from @StorytellerAgcy mean to you? "Give something of meaning to your audience by inspiring, engaging, and educating them with story. Stop marketing. Start storytelling."

SUZANNE HUBER: People connect with stories as it is a way to absorb information by connecting with emotions, someone's perspective, and experiences. Stories help the reader to understand the underlying message more clearly as well. It is a great way to establish rapport and transmit valuable information to potential buyers by being engaging. The hero's journey, the challenge, the villains, can all be relatable to anyone reading, and it also allows the reader to get to know the brand on a deeper level. Personally, I am not the best storyteller, but I recognize their value and importance. Social proof really helps to influence and persuade as well as it is about customers sharing their personal experiences with products and services.

QUESTION: What do you think will be the central focus of our marketing discussions a year from now in early 2024?

SUZANNE HUBER: Artificial Intelligence has definitely hit the mainstream this year and will continue to integrate in how we live and work in the days ahead. We will be talking about how to use it as a tool while still maintaining creativity and personalization. Given the nature of how disruptive these changes are, there is currently a lag for regulations and the ethics of using AI. Personally, I believe in using tools and market innovations to get ahead and not be left behind. We are in the wild, wild west and like crypto, we will see how this new paradigm will be structured in the days ahead.

Also, another area that is still attracting a lot of attention is the changes in the workforce. With all of the layoffs taking place right now in tech and other sectors, more people will turn to self-employment. Viewing themselves as a personal brand/solopreneur. Companies conducting layoffs and how they are handled will impact their overall brand’s public perception in the days ahead, so it will be interesting to see how the concept of profits versus people evolves.

My gratitude to Suzy for sharing her marketing and business insights.

Image Credit: Rupert Britton via Unsplash.

Q&A featuring Suzy on September 12, 2022:
“Branding and Marketing Build Businesses”
https://www.debbielaskeysblog.com/2022/09/branding-and-marketing-build-businesses.html

Connect with Suzy at these links:
Website: https://www.suzannehuber.com
Twitter: https://twitter.com/SuzyHuber
LinkedIn: https://www.linkedin.com/in/suzanneleehuber

Marketing News of the Week: Disney100, Covid, and More

This week, there were many marketing-related stories in the news.

DISNEY100
This week marked the beginning of the celebration of The Walt Disney Company’s 100th anniversary. According to David Gonzalez, “To celebrate the huge milestone, the “Happiest Place on Earth” (Disneyland and Disney California Adventure) is decked out in platinum-infused décor, which includes statues and “Disney100” medallions. Visitors will be able to get their hands on new merchandise and themed food and drinks. But you can’t forget about Mickey, Minnie, and their friends, who will be joining in on the festivities wearing new, sparkling outfits to mark the occasion.” Will you visit and purchase new stuff?

COVID EMERGENCY DECLARATIONS TO END
This week, President Biden announced that his administration will end the COVID-19 national and public health emergencies on May 11. This would be a major step to signal that the crisis is over. According to a senior official, “This decision is based on what is best for the health of our country at this time. We’re in a pretty good place in the pandemic, we’ve come through the winter, cases are down dramatically from where they were the past two winters.”

DEATH OF CINDY WILLIAMS
This week, actress and comedian Cindy Williams died. She was best known as the prim and proper half of TV’s “Laverne and Shirley,” a big TV hit during the 1970’s when 1950’s nostalgia was successfully portrayed on television. In addition, the “Laverne and Shirley” characters were very reminiscent of two other famous funny ladies, Lucy and Ethel from the 1950’s. The overall theme of the show was friendship – something truly universal.

PARAMOUNT PLUS AND SHOWTIME
So many television channels, too little time. This week, Showtime and Paramount+ merged as one streaming service. According to Bob Bakish of Paramount Global, “With Showtime’s content integrated into our flagship streaming service, Paramount+ will become the definitive multi-platform brand in the steaming space.”

PUPPY BOWL
Have you watched the OTHER BOWL during Super Bowl Sunday? If you love dogs, the annual three-hour Puppy Bowl – this year will be Puppy Bowl XIX – is an adorable way to combine puppy antics with toys in the spirit of the “other game.” The actual purpose of the event is to raise awareness about pet adoptions using shelter pups who play for either Team Ruff or Team Fluff. In addition, the Puppy Bowl’s halftime show features adorable kittens and their antics.

What other marketing news stood out to you this week? Have you cheated and watched any Super Bowl ads yet? Only 9 more days until the best day for ads – and football too!

Image Credits: Disney and CNBC.

Are You a Leader Who Gives Credit?

 

As a member of the Twitterverse for 13 years, I always enjoy meeting new people and learning from them. To quote Matthew Kobach (@mkobach), "Twitter is a key that unlocks thousands of doors, some of which you never even knew existed." I recently connected with Kelly Byrnes from Missouri, and invited her to appear here on my Blog in a Q&A discussion about leadership, corporate culture, and the employee experience. Highlights of our conversation follow a brief introduction.

Kelly Byrnes leads Voyage Consulting Group, which helps business leaders navigate their leadership journey for a prosperous voyage. (Don't you love that mental picture?) Leaders and founders who want to grow purpose-driven, performance-focused, principles-led, people-centered companies rely on Kelly and the VCG crew. A sought-after leadership and culture expert, Kelly is also an adjunct MBA professor for Rockhurst University in Kansas City, Missouri; four-time Amazon bestselling author; writer on Forbes.com; and award-winning national speaker. She holds an MBA, BA, Harvard Business School’s Certification for Strategic Disruption, HR-related SHRM-SCP and SPHR designations, and executive coach certifications.

QUESTION: Based on your experiences, how has the Covid-19 pandemic impacted the employee experience?
KELLY BYRNES: The most impactful change related to the employee experience may have been bringing work home. Turning kitchen counters, dining rooms, and play rooms into make-shift offices disrupted personal lives as work invaded our private lives at home. Many employees became teachers and caregivers without the training while trying to maintain high standards for their work. The pressure on employees was unfathomable.

The impact has been interesting. People accepted the intrusion at first because it felt temporary. Once settled into the new roles, people began to see the benefit of working from home. Now, many prefer it. While the impact was disruptive on many levels, in the end, it may have led people to find more purpose in their personal lives. Some are relying less on their employers for personal fulfillment. Others, however, are turning to their companies even more for emotional support after the pandemic.

The bottom-line impact for all (employees and employers) seems to be heightened awareness and acceptance of employees as humans.

QUESTION: How can a President/CEO create a culture that inspires employees?
KELLY BYRNES: Interesting that the question is about how to inspire, versus how to improve productivity. People do want to be inspired. CEOs can encourage people to have a vision for their lives and rely on their company to help them achieve their vision.

Stephen M. R. Covey’s new book Trust & Inspire talks about the same strategy. It was the subject of my July "Leadership Book of the Month" podcast. If you want to watch, here's a link to the recording: https://www.youtube.com/watch?v=rZc0r_Gxd8k.

Covey talks about how CEOs who ask, “What can I do for you?” have come a long way. But, an even better question is, “What can I do with you?” The ultimate purpose is to help people thrive in their lives, not just work them to death. CEOs who change their perspective to be about the people, the vision for their own lives, and how the company can contribute to the vision will reap rewards of loyalty and performance.

QUESTION: One of my favorite quotes about leadership is from Arnold Glasow, an American businessman often cited in the Wall Street Journal, Forbes, and other publications, “A good leader takes a little more than his share of the blame, a little less than his share of the credit.” What does this quote mean to you?
KELLY BYRNES: It means responsibility. A good leader takes the blame because she knows she is responsible for the situation. Whether it was caused by insufficient training, poor communication, or lack of accountability, a good leader recognizes she could have done something better to set the team up for success. Regarding the credit, a good leader gets joy out of giving the credit to those who deliver. Her ego is boosted by giving credit, not by receiving it.

TWEET THIS: A good leader gets joy out of giving the credit to those who deliver. Her ego is boosted by giving credit. ~@kellytyler #DebbieLaskeysBlog

QUESTION: In an article you wrote in Forbes, you wrote about a five-step process that founders can use to develop the culture promise for their companies. Can you briefly share an overview?

(Read the full article here: https://www.forbes.com/sites/forbescoachescouncil/2022/02/18/five-steps-to-help-you-make-and-keep-your-culture-promise-while-scaling-up/?sh=2a20950b3f6d)

KELLY BYRNES: Your company culture promise is revealed in what you talk about, reward and share. Some founders overlook culture because they think it’s great since everyone gets along.

They take it for granted, which leads to their missing the opportunity to treat it like the strategic asset it is. Basically, the five steps are:
(1) Share your vision for your company and include your people in it.
(2) Choose three key values your company will live by at all times. These are ride-or-die values.
(3) Define how those three values live, especially when there are obstacles to them.
(4) Identify what accountability looks like there.
(5) Design your culture training so new people can live the values too.

It is crucial that founders align their own behavior to the key core values. It’s all for nothing to the employees and customers if the founders fail at living the culture.

QUESTION: Lastly, what do you recommend an employee should do if he/she/they works for a toxic boss?
KELLY BYRNES: Working for a toxic boss can drain the life out of someone. I encourage people to gauge what they get out of the situation. For example, if you can work there for a year to gain experience in a desirable vertical, get your MBA tuition reimbursed, or network internally for a new role, it may be worth putting up with the boss. If there’s nothing to gain, increase the external networking. Get out before they beat the life out of you. Get out before they convince you that you’re not worthy of something better. You are worthy.

My thanks to Kelly for sharing her leadership and culture insights and for appearing here on my Blog.

Image Credit: Pixabay via Wordswag.

Connect with Kelly at these links:
Website: http://www.voyagecg.com
Sign up for Kelly's corporate e-newsletter: https://bit.ly/VoyageVIP
LinkedIn: https://www.linkedin.com/in/kellytylerbyrnes
Twitter: https://twitter.com/KellyTyler

The Alignment Between #EmployeeExperience and #CustomerExperience

To quote Matthew Kobach (@mkobach), "Twitter is a key that unlocks thousands of doors, some of which you never even knew existed." As a member of the Twitterverse for nearly 13 years, I always enjoy meeting new people and learning from them. I recently connected with Dennis Geelen from Peterborough, Ontario, Canada, and invited him to appear here on my Blog in a Q&A format. Highlights of our conversation follow a brief introduction.

Dennis Geelen is a customer-centricity and innovation author, speaker, and consultant. He is the founder of Zero In, a consulting company that helps businesses build a more customer-centric and innovative culture and author of the book The Zero In Formula: The Ultimate Guide to Building a Disruptive and Sustainable Business through Customer-Centric Innovation. Connect on LinkedIn (https://www.linkedin.com/in/dennis-geelen-5a95703) and on Twitter @dennis_geelen.

QUESTION: In a post you wrote on Entrepreneur entitled, "How to Get Customers and Employees Excited About Your Business," you provided some key take-aways. Can you briefly share them?
DENNIS GEELEN: The main theme of the article is that all businesses need to be focused on solving indifference in BOTH their customers and their employees. They should be focusing on building a brand that customers crave and a company that people are passionate to work for. This is the key to long-term success.

In the article, I shared seven different strategies to help you get there:
(1) Exclusivity: Start by targeting a specific group or people or a specific need (Think Amazon and how they started with selling ONLY books online)
(2) Company Message/Purpose: Having a message or purpose that your customers and employees resonate with (Think Tom’s Shoes)
(3) Business Model: Perhaps the way that you provide your product or service is what separates you from your competitors (think Dollar Shave Club or AirBnB)
(4) Product/Service: Delivering a very unique or high quality product or service (think Dyson)
(5) Customer Experience: Building an experience that is meant to resonate with and WOW your ideal customer (think Starbucks or Disney)
(6) Practices and Processes: The way that you operate is unique and better in a way that benefits both your customers and employees (think Amazon or Google)
(7) Employee Culture: Having the right incentives and rewards in place that motivate the specific behaviors that you want to build your culture around (think Zappos)

(Here's the article's link: https://www.entrepreneur.com/article/403617)

QUESTION: Dennis Snow (@DennisSnow on Twitter) wrote, "A customer-focused culture is one in which everything is designed with the “lens of the customer” in mind." What does this quote mean to you?
DENNIS GEELEN: I love this quote and completely agree. Centuries ago, humans believed that Earth was the center of the universe with the sun, moon, and all the other planets revolving around it. Only to discover this was not the case at all. The sun is at the center, and all the other planets (including Earth) revolve around it.

I believe the many business have similar incorrect thinking. They place their company, their products, and their services at the center, and all of their customer strategies (marketing, sales, CX, etc.) revolve around this inner focus. Whether you want to call it product focused, or inner focused, they have it wrong.

The CUSTOMER needs to be at the CENTER of everything you do and everything else needs to revolve around them. Understanding your customer, what their needs are, and why they do what they do (or don’t!) needs to be what drives your business.

TWEET THIS: The CUSTOMER needs to be at the CENTER of everything you do and everything else needs to revolve around them. ~@dennis_geelen #DebbieLaskeysBlog

QUESTION: Those of us who live in the marketing and customer experience worlds have heard the Jeff Bezos empty chair story many times. What does this mean to you?
DENNIS GEELEN: It is so easy to “forget” about putting your customer and their needs first when you are in internal company strategy meetings. I love how Amazon created a physical reminder that the customer and their needs should always have a seat at the table in every decision they make.

Another way that I have seen this done effectively is to start a meeting with a story or two about some real life recent customer experiences with your brand (good or bad). Starting from a point of empathy with your customers is a powerful way to start a meeting and get everyone in the customer-first mindset. Maybe that is why Design Thinking is such a popular and effective approach to innovation, it starts with empathy.

(To read more about the Jeff Bezos empty chair, check out this article: https://www.inc.com/john-koetsier/why-every-amazon-meeting-has-at-least-one-empty-chair.html)

(To read more about Design Thinking, check out this article: https://www.ama.org/marketing-news/the-5-phases-of-design-thinking/)

QUESTION: Since the covid pandemic began to impact everyone's lives in March 2020, which brands have stood out to you by providing excellent customer service?
DENNIS GEELEN: Again, I will go back to the point of empathy here. The pandemic has been a traumatic time impacting so many different people in so many different ways. Some companies get this, and some don’t (or don’t show it, at least).

Zappos is a great example of a company that gets it. They understood the need that people were having for human connection and opened a hotline to chat with customers. Zappos gets it.

Then there are stories of companies that have gone over and above to do something for their customers during these trying times. Restaurants delivered home cooked meals, grocery stores had special times set aside for the elderly to shop exclusively in a less busy environment, etc.

But I would like to highlight a business in my local area here in Ontario: Fresh Fuell. Owned by Louis and Leanna Segura, they have gone out of their way to build relationships, goodwill, and an amazing customer experience. They actually expanded their business during the pandemic. They have loads of loyal customers due to their empathetic and community-first mindset that, when times got tough, they still had the full support of their patrons.

QUESTION: Microsoft co-founder Bill Gates has said, "Your most unhappy customers are your greatest source of learning." How can all brands apply this timeless advice?
DENNIS GEELEN: Too many times, we seek to discredit or make excuses for critical or negative feedback from customers. I think it is human nature. We get defensive or want to deny or lay the blame elsewhere. But to Gates' point, we need to learn to get past this and seek to understand the situation more clearly. What caused frustration or anger with this unhappy customer? How could we have handled the situation differently or better? What improvements can we implement to prevent another situation like this in the future? Until we get to the point of being open and looking inside our businesses and ourselves with the objective to learn, grow, and improve, we will be sitting on a goldmine of information that is left untapped if we continue to ignore it.

The best way to handle unhappy customers is with a mindset that what they have to tell you is going to help your business provide a better experience for other customers in some shape or form.

TWEET THIS: What unhappy customers tell you will help your business provide a better experience for other customers. ~@dennis_geelen #DebbieLaskeysBlog

QUESTION: What three customer experience books should everyone read, and why?
DENNIS GEELEN: Great question. To answer this effectively, I think we need to categorize this first. To truly understand why customer experience is so important, you need to first understand the experience economy. For this, the book ‘The Experience Economy’ by Joe Pine and James Gilmour is the gold standard. For me, they are the godfathers of CX, and their book is where all business leaders need to start in order to get a solid foundation.

Next, you need to have a principle for understanding your customers better. You can’t design and deliver a great CX without understanding your customers. For me, that principle is Customer Jobs Theory, or Jobs to be Done (JTBD) as it is known. There are many terrific books on this subject, but my favourite has to be ‘The Secret Lives of Customers’ by David Scott Duncan. I love this book because Duncan takes the original JTBD thinking from the book ‘Competing Against Luck’ that he helped to co-author with the late Clay Christensen and expands through a wonderfully told parable full of interesting characters and lots of insights for better understanding your customers and why they choose your product or service.

Lastly, once you understand the experience economy, and you have a good grasp on your customers and why they purchase your product or service, you then need some strategies for how to deliver a great customer experience. Again, there are many great books to help you with this. Shep Hyken has written many, with ‘I’ll be Back’ being his latest. Dan Gingiss recently published ‘The Experience Maker’ as well, another great book. But my favorite book as a guide for delivering great CX would be ‘The Ten Principles Behind Great Customer Experiences’ by Matt Watkinson. Maybe I am biased because Matt and I have chatted a few different times about CX and writing, but I love this book because of Matt’s insightful yet concise writing style. He does a terrific job of bringing the reader in with captivating info and stories that keep you turning the page until, before you know it, you have finished the book and you have an MBA in CX!

My thanks to Dennis for sharing his inspiring employee and customer experience insights and for appearing here on my Blog.

Image Credit: Debbie Laskey.

The Interdependence of Advertising, Storytelling, and Branding

Over the last 13 years, thanks to social media, I have had the privilege to meet a variety of amazing marketing, leadership, and customer experience experts. One of these experts is Angela Jeffrey from Dallas, Texas. Angela read my post following last year’s Super Bowl and contacted me. We recently discussed marketing and advertising, and highlights follow below Angela’s bio.

Angela Jeffrey is an internationally known speaker and national award-winning veteran of public relations, advertising, and marketing. She has been a teacher and leader in the use of metrics to measure communications impact for over 20 years, especially at the intersection of PR and Advertising. She is responsible for all marketing efforts at Advertising Benchmark Index (ABX) and for projects that involve PR or social media measurement. Prior to joining ABX, Angela was Strategy Director at Salience Insight (now CARMA), a global provider of PR effectiveness measurement. Previously, she was a Vice President at Surveillance Data, Inc., an international analytics powerhouse specializing in predictive modeling. She continued as a key leader upon the sale of her division to VMS and helped develop Vantage with Gary Getto (President of ABX), the first platform to measure the combined impact of PR and Advertising. Connect and follow on LinkedIn at https://www.linkedin.com/in/angelajeffreyapr, and visit ABX’s website at https://www.adbenchmark.com/ and ABX’s Blog at https://blog.adbenchmark.com/. 

QUESTION: In February 2021, I wrote a Blog post about the Super Bowl ads and referenced one of your company’s posts (that you wrote) from 2020. (Links are included below.) What is it about Super Bowl advertising that attracts so much attention from the media, football fans, and people around the world?

(My post: http://www.debbielaskeysblog.com/2021/02/some-monday-morning-quarterbacking.html)
(Angela's post: https://blog.adbenchmark.com/super-bowl-2020-advertising-effectiveness)

As Michael Wolfe, CEO of Bottom-Line Analytics, wrote, the attraction and value of Super-Bowl advertising has always been its huge audience and high ratings.  But with the cost of a Super Bowl ad in 2020 reaching $58,000 per million impressions, coupled with a declining audience, one wonders if it’s worth it.

Apparently, it is, if for no other reason than the good will and PR hoopla that surrounds each Super Bowl advertiser. In the article, Wolfe discovered that the impact a Super Bowl ad has isn’t just during the game, but actually spikes ad effectiveness for the brand well beyond in some kind of halo benefit.  

Judging the creative effectiveness of Super Bowl ads has become a national sport, especially with the media and social media. Super Bowl is likely the only time of year ads are viewed with eagerness and judgement. It’s a game unto itself.

Finally, one more reason why brands buy into the Super Bowl is to showcase how much they support women. Female presence in Super Bowl ads has risen enormously over the past five years.

QUESTION: What brands do you think are doing a good job with their advertising and/or marketing during the COVID-19 pandemic? Please share examples.

Our company measured 1,451 television and video ads since Covid began in the spring of 2020. In April 2020, ABX found that ads with COVID-related content performed better than non-COVID-related ads by a full +175%. Gratitude for first responders played well at the beginning of the crisis and continues to this day. Consumers would be wise to seek out brands that have made commitments to protecting them through cleanliness, social distancing, and wearing masks.

McDonald’s achieved the highest ABX Index of any Covid-related ads starting in the Spring of 2020 and continuing through the present. It’s a simple ad showing a McDonald’s worker changing signage text to convey the message that “Through May 5, we’ll be feeding First Responders and Healthcare Workers Thank You Meals, for free.”

Subway used that same type of strategy, focused on food donations for those in need.

Like McDonald’s and Subway, Amazon’s advertising has had remarkable staying power since Spring of 2020 until now. Amazon’s ad focuses on the exceptional work of its employees to help others through the pandemic, this time with a female pilot.

QUESTION: According to Laura Holloway, Founder and Chief of The Storyteller Agency (@StorytellerAgcy on Twitter), “Storytelling is our obligation to the next generation. If all we are doing is marketing, we are doing a disservice, and not only to our profession, but to our children, and their children. Give something of meaning to your audience by inspiring, engaging, and educating them with story. Stop marketing. Start storytelling.” What does this quote mean to you?

I’d like to invite Gary Getto, President of ABX, to comment.

Gary Getto: The best ads are “problem-solution.” If a client elevates the problem, painting a clear enough picture, he has established the first part of the story. The product, then, becomes the hero. My thoughts are based on measuring 250,000 TV, video, radio, print, FSI and OOH ads in 14 countries.

The brand has to be the hero of your story. Too often, we tell a story that isn’t related to a category or a customer need, and then mention the brand too late, perhaps, in an effort of appearing subtle. When that happens, customers don’t know who the ad is for and get angry at the brand. Bottom line, don’t get so overwhelmed in storytelling that you are unable to create an ad that works.

TWEET THIS: The brand has to be the hero of your story. –Gary Getto, President @ABXindex #BrandStorytelling #BrandExperience #DebbieLaskeysBlog

QUESTION: If you could predict the future, what marketing trend, marketing buzzword, or social platform will we be talking about a year from now?

Gary Getto, President of ABX, offered a surprising answer to this question: “Faith.” When the world is falling apart, and the problems just keep piling on, people rely on faith, or on others with faith. This is not predicting any particular kind of faith, but it would likely be based on principles, such as, truth and honesty, and would encourage treating others well. We will see this trend intensify.

QUESTION: My favorite marketing quote is from Walter Landor: “Products are made in the factory, but brands are created in the mind.” What does this quote mean to you?

Gary Getto: Brands are created in everything the product does, from conception to build-out to delivery to customer service and to the entire relationship. It is the whole gestalt, which ultimately makes you experience far beyond just what the brand or product provides. It’s everything about your experience interfacing with the product.

TWEET THIS: Brands are created in everything the product does, from conception to build-out to delivery to customer service and to the entire relationship. –Gary Getto, President @ABXindex #BrandExperience #DebbieLaskeysBlog

My thanks to Angela for sharing her insights – and also Gary’s insights.

Coming up next week here on my Blog: my annual review of the Super Bowl ads. Which brand are you most looking forward to?

Image Credit: Dustin Humes via Wordswag app.

Is There a Cookie-Cutter Mold for Leaders?

Over the last 13 years, thanks to social media, I have had the privilege to meet a variety of amazing marketing, leadership, and customer experience experts. One of these experts is Lori Dernavich from New York. We recently had a discussion about leadership, and highlights follow below Lori's bio.

Lori Dernavich is a Leadership Development Advisor and Executive Coach. She partners with leaders and their organizations to develop the skills they’ll need to scale. With additional background as a food scientist and psychotherapist, Lori’s background gives her an in-depth understanding of a wide variety of personalities, functions, and industries. Connect and follow on Twitter (@LoriDernavich), and on her website at  www.loridernavich.com.

QUESTION: Since the Covid-19 pandemic began in early 2020, how has it impacted the role of leadership?

LORI DERNAVICH: COVID has certainly required more from leaders. They’ve had to go well beyond managing day-to-day activities and become laser-focused on clearly communicating vision, context, intentions, expectations, and accountability. Great leaders have recognized the necessity of paying attention to employee mental and emotional well-being too. I often coach leaders in the lifescience and biotech industries. Many of these leaders come from academia, where they weren’t taught how to be strong leaders. The COVID silver lining is watching these folks step up their leadership game quickly and wonderfully.       

TWEET THIS: Great leaders have recognized the necessity of paying attention to employee mental and emotional well-being too. -@LoriDernavich #LeadershipTip #EmployeeExperience #DebbieLaskeysBlog

QUESTION: How do you differentiate between management and leadership?

LORI DERNAVICH: In my opinion, management is about the work people are doing. Leadership is more about the people doing the work. Management is about taking care of the day-to-day management of work, like creating and managing timelines and tasks. Leadership is about caring and growing the people you hope will want to follow you.

TWEET THIS: Leadership is about caring and growing the people you hope will want to follow you. -@LoriDernavich #LeadershipTip #DebbieLaskeysBlog

QUESTION: How can people without grandiose titles lead others and/or make a positive impact in the workplace?

LORI DERNAVICH: People can become leaders long before they ever have direct reports. To make a positive impact, build your network within the organization to build your personal brand. Great leaders get rid of obstacles so their direct reports can focus on their jobs.

Think about how you can be of value and remove obstacles for others. That could be as simple as offering to schedule meetings, taking and distributing meeting notes, or staying late to help finish a project.

TWEET THIS: People can become leaders long before they ever have direct reports. -@LoriDernavich #LeadershipTip #EmployeeExperience #DebbieLaskeysBlog

QUESTION: How can a CEO be an effective brand ambassador?

LORI DERNAVICH: A CEO needs to be passionate about their company to the outside world, but it’s just as necessary for a CEO to show that passion internally too. Whether you’re charismatic or not, meet with employees. Ask them what they like about working there, what they wish they could improve, and whether they’d recommend the company to a friend. Show employees you care about them and that they’re integral to the company’s success.

QUESTION 5: To quote Peter Drucker, “There may be born leaders, but there surely are far too few to depend on them. Leadership must be learned.” What does this quote mean to you?

LORI DERNAVICH: We must invest in employees at every level of a company. There is no cookie-cutter mold for leaders. Give me someone who is open to always learning, shows humility, and exhibits empathy, and the rest can be taught. Actually, while empathy comes naturally for some, I even think it can be learned.

TWEET THIS: There is no cookie-cutter mold for leaders. -@LoriDernavich #LeadershipTip #EmployeeExperience #DebbieLaskeysBlog

QUESTION: One of my favorite leadership quotes is from author and consultant Mark Herbert (@NewParadigmer on Twitter): “Leadership doesn't require you to be the smartest person in the room. It requires you to block and tackle for others.” What does this quote mean to you?

LORI DERNAVICH: Empathy, removing obstacles, believing in your people, and being willing to go to bat for them.

My thanks to Lori for sharing her inspiring leadership insights and for appearing here on my Blog. Is anyone else craving cookies now?

Image Credit: Wordswag app.

Does Your Organization Have Culture Champions and Cultural Stewards?

Over the last 13 years, thanks to social media, I have had the privilege to meet a variety of amazing marketing, leadership, and customer experience experts. One of these experts is Gregg Vanourek based in Denver, Colorado. We recently had a discussion about leadership and culture, and highlights follow below Gregg's bio.

Gregg Vanourek is an author and entrepreneurial leader. He is co-author of three books, including LIFE Entrepreneurs: Ordinary People Creating Extraordinary Lives (a manifesto for integrating our life and work with purpose and passion, co-authored with Christopher Gergen) and Triple Crown Leadership: Building Excellent, Ethical, and Enduring Organizations (called “the best book on leadership since Good to Great,” co-authored with Bob Vanourek). His writing has appeared in or been reviewed by the New York Times, BusinessWeek, Entrepreneur, and more. He is adjunct faculty at the University of Denver, Stockholm Business School, and Stockholm School of Entrepreneurship. Connect and follow on Twitter (@gvanourek), Facebook (https://www.facebook.com/TripleCrownLeadership), Gregg's website (https://greggvanourek.com),  Triple Crown Leadership website (https://triplecrownleadership.com), and watch his TEDx talk (https://www.youtube.com/watch?v=T7KWdzvenmo).

QUESTION: Since the Covid-19 pandemic began in early 2020, how has it impacted the role of leadership?

GREGG VANOUREK: We’ve all been tested by the pandemic, and especially leaders. Andy Grove, former CEO of Intel, once said, “Bad companies are destroyed by crises; good companies survive them; great companies are improved by them.”

We saw how humanity, grace, and love rose to the surface during the pandemic. Organizations are communities, not just workplaces. With the best leaders, we’ve seen a renewed focus on humanity and community, the giving and receiving of grace, bonds between people during brutal times, and the common challenge of overcoming hardship together. Leaders have had to double down on empathy, vulnerability, trust, authenticity, communication, and integrity — always important for leaders, but even more so during a crisis. The pandemic has called into question what kind of work and workplaces we want, and it’s an opportunity to accelerate our move toward “conscious capitalism” via conscious leadership.

TWEET THIS: Organizations are communities, not just workplaces. -@gvanourek #EmployeeExperience #EmployerBranding #DebbieLaskeysBlog

QUESTION: What three traits define a good leader?

GREGG VANOUREK: We like to change the focus from the “leader” to “leadership” — to the act of leading (which can be done by anyone, regardless of their position). With leadership, it helps to know what your ultimate aims are — your “quest,” as we call it. Where are you going, and what kind of organization would you like to build? With that in mind, our top three are “excellent” (achieving exceptional results and impacts not just for shareholders but also for employees, customers, suppliers, partners, and communities), “ethical” (doing the right thing, even when it’s costly or hard), and “enduring” (standing the test of time and operating sustainably, i.e., being excellent and ethical over the long run). Put together, that’s what we call “triple crown leadership” (which is exceedingly rare).

A little clarity: The "we" refers to my Triple Crown Leadership book co-author (Bob Vanourek, my father) and me.

QUESTION: How can a President/CEO become an organization's number one brand ambassador?

GREGG VANOUREK: An executive can become an organization’s number-one brand ambassador by maniacally focusing on the shared purpose, values, and vision of the organization and communicating them repeatedly for consistency. (It goes without saying that the shared purpose, values, and vision must be genuine and not just words on the website. The key is to inculcate them into the organization’s DNA.)

When we interviewed Dr. Shirley M. Tilghman when she was president of Princeton University, she said, “My most important job is to articulate clearly and consistently what the values of the institution are.” We agree, but we’d also add purpose and vision.

A counterintuitive key of becoming a number-one brand ambassador is to talk mostly about others (team, customers, partners, community) and not make it about you as the CEO. People want to know how your organization will help them with their problems or dreams, not why you are so good.

QUESTION: How can a President/CEO create a culture that inspires employees?

GREGG VANOUREK: Here are the ways:
* Place the shared purpose, values, and vision at the center of everyone’s agenda.
* Make culture-building a priority by placing it on weekly agendas and priority lists across departments.
* Appoint culture champions: Empower a small group of trusted colleagues across departments to be proactive about culture recommendations and to take independent action.
* Unleash what we call cultural stewards. Though people all work in their functional areas (HR, IT, Sales, etc.), they should all have another job: steward of the culture. That means they have an irrevocable license to speak up, protecting and defending the desired culture and shared values.
* Celebrate and reward people who serve as cultural stewards though public recognition, awards, bonuses, raises, and promotions.
* Be a role model for the desired behaviors in the organization, including doing what you say you’d do, admitting and taking responsibility for mistakes, actively soliciting feedback (and responding to it), and demonstrating character, competence, courage, passion and emotional intelligence.
* Conduct periodic assessments: Monitor the culture regularly and take decisive action when problems arise.

QUESTION: In a post on your Blog entitled, “The Trap of Caring Too Much about What Other People Think,” you wrote, “The problem is when we’re so influenced by what others think - or, to be precise, what we think others will think — that it causes us to make choices that won’t serve us well over time.” What was the impetus in writing this post, and the background behind it, as it impacts leadership?

(Check out the post here: https://greggvanourek.com/the-trap-of-caring-too-much-about-what-other-people-think/)

GREGG VANOUREK: The idea was that caring too much about what others think can cause us to drift away from who we really are and what we really want to do. We lose bits of ourselves because we’re haunted by the expectations of others. I can relate to this as the son of a five-time CEO and one who has moved around so much and felt the pain of not fitting in, and I see it in many of my students and clients. Much of leadership is an inner game, and it begins with leading ourselves first, including our mindset and self-talk. Can we let go of all the noise and just do our best and trust that all will be okay? A key here is taking the focus off ourselves (how we’re viewed and whether we’re successful or appreciated) and switching the focus to serving and being in relationship with others.

QUESTION: One of my favorite leadership quotes is from author and consultant Mark Herbert (@NewParadigmer on Twitter): "Leadership doesn't require you to be the smartest person in the room. It requires you to block and tackle for others." What does this quote mean to you?

GREGG VANOUREK: It’s a great quote! It reminds me of what Robert Greenleaf called “servant leadership”: an approach focused on putting the needs of others first, helping people develop and perform, and sharing power.

In our “triple crown leadership” framework, we talk about leadership as a group performance, not a solo endeavor. The best leaders unleash other leaders throughout the organization, giving them an automatic license to lead and to take ownership and initiative, as long as they uphold the shared values.

Unless you multiply your efforts by unleashing other people and inspiring their full engagement, you will drown in your overflowing inbox. So, yes, block and tackle for others, but also serve and unleash them and then see how they soar!

My thanks to Gregg for sharing his inspiring leadership insights and for appearing here on my Blog.

Image Credit: Debbie Laskey.

Tips for Brand Storytelling, Respectful Workplaces, and Paradigm Shifts

Over the last 12 years, thanks to social media, I have had the privilege to meet a variety of amazing people from all over the world. One inspiring individual who I met on Twitter is Lillian Lake. We recently discussed brand marketing, the workplace, and leadership, and highlights follow below Lillian’s bio.

Living in the Western Mountains of Maine, Lillian Lake is a journalist for Sun Media Group. She uses her skills and broad knowledge of the importance of world compassion and equity as a Compassion Policy Consultant, Human Trafficking Educator, Caregiver/Youngcarer advocate, and food enthusiast. All of these areas reflect on the health of humanity as we work toward a world of peace and enlightenment. Lillian can be found online at https://lillianlake.com and on Twitter @llake.

QUESTION: In your pinned Tweet and in your email signature, you include the following sentence, "When people tell us their story, we are to hold it as delicately as a flower, with as much honor and respect." How do you interpret this for a brand's story?
LILLIAN LAKE: Every customer and client come to a brand with a personal history, and while that history may seem directly related to a specific product, it's likely not the case. Take Campbell’s soup, for example. Generally, no one buys cans of soup for the taste. Instead, they believe it brings them comfort. Each spoonful represents an emotional memory that soothes the customer. Perhaps they are grieving, or work is difficult. Maybe they miss their grandma. Perhaps all of those reasons. Campbell’s gains trust by showing ordinary people living ordinary lives, looking for simple solutions. To honor and respect the customer, Campbell knows that "ordinary" represents safety and hope. The company serves generations, never straying from understanding why people buy their product – to be comforted, understood, and respected.

Before launching a product, successful companies listen. They empathize with what they hear. Then, with authenticity, they offer a solution that makes the customer feel better about themselves and their situation. They lean in because people remember when you listened and sought understanding.

I'm a grief facilitator. I see every week how people respond to knowing that I care about their story. It keeps them coming back until, eventually, they feel able to be on their own. You can be sure that when sharing their experience with other people, they will tell them, not necessarily in exact wording, that the center where we meet is empathetic and respects and honors their grief journey.

My quote is about honoring people where they are on their journey. That's what companies need to understand. That's what will give them longevity. They aren't selling a can of soup. They are selling an experience that makes people feel heard and valued.

Oh, and one more thing! Successful companies will use the message of honor and respect throughout their company because employees who feel they are seen and appreciated will stay for the long term and also recruit other team members looking for the same experience. Everyone wins. Everyone is part of the brand’s story.

TWEET THIS: Companies need to understand: they are selling an experience that makes people feel heard and valued. -@llake #CX #DebbieLaskeysBlog

QUESTION: On your blog, you wrote that the buddy system is a good form of self-care: "The buddy system is a great source of strength to help us learn and remember the different aspects of self-care. What works for some doesn't work for us all; what works for us as individuals may not work for anyone else. A buddy or buddies helps remind us we are not alone, and we shouldn't give up." How can buddies help when there is strife in the workplace or when supervisors do not treat employees equally or fairly?
LILLIAN LAKE: If every organization, institution, or company created caring policies with compassion and reviewed them for compassionate ideas, we would have less strife, inequities, and lack of fairness. Buddying up would be a natural piece of caring workplace development. However, we are souls having human experiences. Strife and inequities are going to crop up.

Nearly everything I’ve read seems to focus on what the buddy system can do for an organization. I think that the buddy system should be about what it does for the well-being of the employee, and the company will benefit.

I want to focus this moment on the employee who is new to the company and locale and likely has additional relationships and struggles at home. Why does the latter matter in a buddy system? Because the best buddy relationship is going to pick up on cultural differences, language barriers, and those days when their buddy comes in with slumped shoulders and is extra quiet.

These are opportunities for caring conversations. People who feel cared for will feel safe speaking up. They’ll convey difficulties with language differences, time schedules that conflict with caring duties at home. They are likely to express how other people make them feel about how they dress or express their concerns. They feel connected and necessary. Empowered to create positive change within the organization pertaining to gender, age, religion, and other cultural issues. Much of the strife we have in the workplace comes from lack of understanding.

Without a buddy system, an individual may think of themselves as "the only one," which can lead to self-doubt and other mental health issues. That's not healthy for the individual or the organization. Humans thrive better together because we can offer each encouragement, understanding, and reminders that work isn't all there is to life. We must remember to enjoy life's joyful moments. The buddy system should not be relied upon to answer all problems, but rather as a tool to engage and empower, and to establish confidence and self-empowerment.

QUESTION: On your blog, you wrote that "2020 witnessed the power of people to help each other. Against all odds, people have willingly stepped up to take action to make the world a better place." Since the pandemic began in early 2020, what inspiring stories have stood out to you?
LILLIAN LAKE: I think of moments when people have made the most simple, kind gestures. I baked for first responders and checked on the elderly. I made them fresh bread, soup, casseroles, and cookies. Neighbors helping neighbors as though everyone is our neighbor.

Around the world, people offered to shop for other people and set up Zoom meetings to keep in touch or created lists of people to text "Hi. I remember you. Do you need anything?"

Teachers checked up on students who were in particularly trying situations. As a journalist, I wrote a story about a student who lacked access to reliable Internet. Libraries were closed, but this particular student would ride his bike to the library, even in bone-chilling conditions, to sit on the steps and use the library's Internet. The story was a catalyst for change.

When the local paper mill severed 231 workers soon after a mill explosion, the former employees leaned in and checked on each other. Local communities cooked, baked, shopped, and donated food to the newly unemployed. Friends randomly handed cash to those struggling due to COVID-imposed isolation with no place to go or people to be with.

People gave of themselves when they had little else but themselves to give. These were simple gestures from the heart. Each express what the heart feels when words fail. I see each as a bearer of light, lighting another's path so that they don't stumble and lose their way.

QUESTION: Your Twitter bio features three awesome directives: "Empower, Inspire, and Encourage." How can leaders embrace and execute these actions?
LILLIAN LAKE: Empower, inspire, and encourage are all action words. They require leaders to be positive, intentional, deliberate, and compassionate. They work very neatly together. Before action, consider them and how you are about to apply them. Listen for understanding and trust building.

We always have the opportunity to communicate better at the soul level. Our souls are of love, so when we feel "empowered, inspired, and encouraged," we react accordingly. Positive words create positive energy, and that's good for everyone.

When we empower, inspire, and encourage, we affirm that a person matters. For example, "Times are difficult; I need you to work hard." OR "I know you're doing your best in these difficult times. Is there anything I can do to lighten your load? What do you need?"

The first statement causes an employee to think, "I'm a failure. I can never do enough." It's about the "leader" not the employee. The more positive second statement recognizes the employee and their effort, leaving an opening for the employee to ask for help, which opens the conversation, shares information, and by assisting, affirms that the employee matters. I am a big fan of asking what a person needs, so that I'm already putting them in the place of power.

TWEET THIS: When we empower, inspire, and encourage, we affirm that a person matters. -@llake #LeadershipTip #EmployeeExperience #EmployerBranding #DebbieLaskeysBlog

QUESTION: How do you recommend becoming a paradigm shifter in the workplace?
LILLIAN LAKE: Here are my recommendations:
(1) To be effective, the first step is to know self-love and practice self-care. When we love ourselves, including understanding ourselves and who we are, we can better understand our surroundings and everything and everyone in those surroundings. We can't effectively create change if we don't know why and how things need to change. As I like to say, "Change without thought is not change."
(2) Stay rested and balanced from within and without. Tired people are cranky people who can't think clearly and react lovingly.
(3) Develop strong communication skills. Communication isn't just about words. Communication is about taking information, transforming it, and transmitting it while being a solid cultural translator.
(4) Be with those who encourage you and support you. Support should include people who will tell you when you're wrong and offer suggestions without judgment. Likewise, develop trust and faith with co-workers. Be authentic. Be quiet and listen.
(5) Research. Know your subject but also keep an open mind and update it! Remember that truth is "always somewhere in the middle."
(6) Finally, don't rush in. Observe, don't absorb. Respond, don't react. Know your mission and goal.

My thanks to Lillian for sharing her insights and for appearing here on my Blog.

Read more about the stories referenced in Question #3:
https://www.sunjournal.com/2020/04/08/coronavirus-closes-schools-but-this-student-stays-determined/

https://www.sunjournal.com/2020/04/22/self-isolation-policy-complicates-communitys-grieving/

Image Credit: Lillian Lake.