A Review of the #Ads from #SuperBowl50

There is no dispute that the annual Super Bowl football game is one of the most-watched TV events around the world. But for those of us who live and breathe all things marketing and branding, the final football showdown of the season provides a different focus. 

The incredibly high-priced ads that grace the TV screen during the game have become known as the Brand Bowl, and since I watched the game with my smartphone for the ad discussion in real time on Twitter, it's time to determine if the millions of dollars spent on the ads achieved the desired brand recognition.

"Advertisers covet the Super Bowl because of the size of its audience — the biggest on television, by far. 2015’s game drew 112.2 million viewers, making it the most watched show in U.S. TV history," explained John Ourand, staff writer for Street & Smith's SportsBusiness Daily.

Were any of the ads as memorable as Apple's from 1984? Were any of the Tweets as memorable as Oreo's power outage Tweet from 2013? Can you recall any of the ads? What was your favorite, and which ads fell short?

According to Wikipedia, "CBS set the base rate for a 30-second advertisement at $5,000,000, a record high price for a Super Bowl ad (the price represents an 11 percent increase over the base price that NBC charged for Super Bowl XLIX last year of $4.5 million). This will be the final year in a multi-year contract with Anheuser-Busch InBev that allows the beer manufacturer to air multiple advertisements during the game at a steep discount. It is also the final year that Doritos, a longtime sponsor of the game, will hold its "Crash the Super Bowl" contest that allowed viewers to create their own Doritos ads for a chance to have it aired during the game. The Pokémon Company will be airing an ad for the first time as a way to celebrate their 20th anniversary. QuickBooks is sponsoring a "Small Business Big Game" contest, in which one of ten small businesses from various parts of the United States will have a 30-second commercial aired free of charge courtesy of QuickBooks."

"The Super Bowl 50 Host Committee has vowed to be "the most giving Super Bowl ever," and will dedicate 25 percent of all money it raises for philanthropic causes in the Bay Area. The committee created the 50 fund as its philanthropic initiative and focuses on providing grants to aid with youth development, community investment and sustainable environments."

According to Landor Associates, "Here are three tips to help you, your dad, or even your football-crazed grandma decide which brands scored a touchdown with their commercials: Is the ad on-brand? Will you remember the brand tomorrow? And, does the ad speak to the times?”

During the game, I participated in a TweetChat hosted by Jim Joseph of Cohn and Wolfe using #SuperBowlExp, and although it's always fun to see what fellow marketing folks are saying about the ads in real time, there are a couple of challenges. First, some ads run in regional or local markets, so there were several instances that Tweets referenced ads that not only hadn't I seen during the same commercial breaks, but I didn't see some ads at all. Second, there are so many hashtags that draw attention to the same thing, the ads, that sometimes, it's hard to keep up. There was #SuperBowlExp, #SuperBowlAds, #BrandBowl, #SuperBowl, and many more.

Sadly, this year, there were no Oreos, M&Ms, polar bears wearing scarves featuring the colors of the competing teams, or the entire group of Clydesdales with their pal, the Dalmatian, so while I was missing those brands or brand icons, here were my favorite ads:

Audi’s ad entitled, “The Commander,” honored David Bowie’s musical legacy and featured a memorable tagline that “Choosing the moon brings out the best of us.” According to Audi, “The legacy of the first moon landing lives on at Audi. The same spirit of discovery drives us to dream, innovate, and explore, from creating a car that goes 205 mph to building a lunar rover. It’s why we're constantly pushing the boundaries of what’s possible.” As a previous Audi owner, I’m ready to get into an Audi driver’s seat again.

My second favorite ad was Subaru’s ad entitled, “Puppy.” A dog parent was driving around the neighborhood to keep his puppy asleep in the back seat, and when he parked in his driveway and turned off the car's engine, the puppy immediately woke up and started barking. This situation was easily identifiable for parents, but the ad was even more convincing with its final message: Dog Approved.

Two ads tied for my third favorite: Budweiser’s #GiveADamn ad featuring British actress Helen Mirren and the NFL’s #NoMore ad to speak up, become educated about, and end domestic violence. Mirren was seated in a restaurant, and told viewers to not drink and drive. The NFL’s ad featured two friends texting, and one friend stopped suddenly. Hopefully, viewers watched both while sober and paid attention. With such a large audience on Super Bowl Sunday, I believe that serious issues should be addressed by advertisers.

Learn what the Joyful Heart Foundation (@TheJHF on Twitter) had to say about the NFL’s ad:
http://www.joyfulheartfoundation.org/blog/new-super-bowl-ad-premieres-about-friend-who-may-need-help-know-when-know-how.

One of Doritos ads featured a group of dogs who desperately wanted to enter a grocery store to purchase some Doritos. Despite many unsuccessful attempts, they devised a clever disguise to fool the store employees and walk away with their purchase. You just had to laugh at this ad.

While the product was not as memorable as the actor featured in the ad, LG’s use of Liam Neeson in a role similar to his “Taken” film role was spot on. His cadence and some of his comments were reminiscent of the film series of the same name.

To answer Landor Associates’ questions, Audi’s and Subaru’s ads were on-brand (driving excitement for Audi and family fun with dogs for Subaru); I vividly recalled the ads the day after viewing them, and the ads speak to the times (people want excitement in their cars even if they’re stuck in freeway traffic, and people also want cars that their entire family – two-legged and four-legged – can be comfortable in).

None of this year’s ads stood out like the following ads from the past: Apple’s 1984 ad; the surprise featuring Jay Leno, David Letterman, and Oprah; the young boy dressed as Darth Vader for Volkswagen; Budweiser’s talking frogs; Budweiser’s Clydesdales bowing down to New York after September 11; and Chrysler’s launch of its “Imported from Detroit” campaign.

And now, I’d like to hand over the virtual microphone to Jenn Herman. Jenn provided a social media tip for one of my blog posts back in December, and now she’s sharing her thoughts about the Super Bowl ads. Jenn is a social media consultant, speaker, and globally recognized Instagram expert. She is the forefront blogger on Instagram marketing and her blog, Jenn’s Trends, has won the title of a “Top 10 Social Media Blog” in 2014 and 2015. Through her blog, consulting, and speaking, she provides tips, resources, and training for small to medium sized businesses that need to structure their social media strategies. Her business background includes Administration, Sales, Human Resources, and Marketing, and she enjoys bringing these skills together to help grow businesses. Visit Jenn’s website at www.jennstrends.com and connect on Twitter and Instagram at @jenns_trends.

My favorite commercial from the Super Bowl this year was the Doritos spot with the baby on the ultrasound. It was funny, entertaining, and downright lol-worthy. Not to mention, I craved Doritos nacho cheese chips the whole time I was pregnant, so I might be a little biased! But I honestly loved every aspect of the commercial and I always enjoy the Doritos commercials as they really take the competition aspect of Super Bowl seriously. Now, I know a lot of people got all upset about this one, and to each his own, but I found it funny and entertaining. I don't see the need to take it too literally.

Second on my list is the Mini #DefyLabels spot. Even though it wasn’t a funny or innovative commercial, it was timely and relevant to the trending topic of rhetoric these days, and I thought it did well to dispel those labels. It felt empowering and supportive, and that resonated with me. It also showcased the car well, and in all reality, that’s still the point. With the right marketing message, Mini could do well with this new campaign.

I’ll admit that my third choice didn’t start out that way. The Prius commercial began with the bank robbery suspects evading police. It seemed awkward and drawn out. But as it continued and really played on the advantages of the Prius, it got pretty entertaining. The real winner came in the follow-up spots that took the story that much further as the police get involved with their own Prius. I loved the way this played into trends, behaviors, and marketing all together.

The Hyundai Genesis commercial featuring Kevin Hart started the day off strong and was definitely one of my favorites. It had a slightly Bad Boy (when Martin Lawrence’s daughter goes on a date) theme to the content but I liked that. It was quirky, funny, and sold the features of the car in a way that made you feel like you couldn’t live without them, even though you totally could.

Finally, and apparently against what many have to say, one of my favorites was the Audi R8 Commander spot. I found it endearing and it gave me goosebumps. Not to mention, the car was gorgeous! So, yeah, those who found it insensitive, unrealistic, or ridiculous to compare the car with a space shuttle, it’s a commercial – calm down.

Of course, there were plenty of other good ones. Overall, it was a “good” representation of ads. But there really weren’t that many knock-it-out-of-the-park winners for me. On the other hand, there were some serious WTF commercials! Chronic constipation, digestive issues, and toe nail fungus all took the top honors for cringe-worthy spots. Why do they insist on torturing us? And, finally, the whole #PuppyMonkeyBaby...don't even get me started on this ridiculousness! If this represents the product you’re pushing Mountain Dew, you quite effectively convinced me never to touch that toxic concoction!

A big thanks to Jenn for sharing her thoughts with me and appearing here on my blog. And if you’d like to see how the top 50 ads rated, here’s the link: http://admeter.usatoday.com/results/2016.

PR Week reported that brand tracking companies differed over who “won” the PR battle during last night's Super Bowl, but all pointed to Doritos, Hyundai, and Budweiser being among the best at engaging the public and social media users. Brandwatch tracked social media brand mentions during the game’s four-hours and crowned Doritos the winner with 89,000 mentions, followed by Pepsi with 38,000 mentions. Pokemon, Mountain Dew and Budweiser made up the rest of its top five.

Jacques de Cock, a faculty member at London School of Marketing, said the game will have been watched in half of US households. "The Super Bowl is a phenomenon unsurpassed in the world. It is one of the few national social events, which is also why social media traffic during the game is so high...What is also remarkable is that advertising is not viewed as something to skip, but is seen by 77 percent of viewers as part of the entertainment and therefore more watched and engaged with than any other television advertising during the year."

Image Credit: Thanks to Tom Fishburne for use of his cartoon with this post. Tom is the Founder and CEO of Marketoon Studios, a content marketing studio that helps businesses reach their audiences with cartoons. Check out his work at http://tomfishburne.com.

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A quick wave to Julia Carcamo, who attended Mardi Gras this year. Julia and I collaborated in 2012, 2013, and 2014, to discuss the Super Bowl ads, and here are the links to previous posts:

Julia’s post from 2015 – I was sidelined:
https://juliacarcamo.wordpress.com/2015/02/02/advertising-on-the-biggest-entertainment-stage
 
Joint Post on February 3, 2014:
http://debbielaskey.blogspot.com/2014/02/the-game-ended-early-but-super-bowl-ads.html

Joint Post on February 4, 2013:
http://debbielaskey.blogspot.com/2013/02/when-ads-take-center-stage-post-game.html
 
Joint post on February 6, 2012:
http://debbielaskey.blogspot.com/2012/02/which-of-super-bowl-ads-do-you-remember.html

A New Term for Bosses: "Employee Empowerment Advocates"

While we all read countless blog posts on a daily basis, how many stand out? What makes a particular post stand out? I read an excellent post quite some time ago, and not only the title but the message have remained with me.

The question posed by the post was, should we banish the word "boss" from our business vocabulary? There are so many negative connotations with the word boss stemming from how a boss supervises his or her employees to how he or she interacts with them in casual situations. However, since the boss oversees departments and teams, assigns projects, and conducts performance reviews, it is clear why the individual known as the boss is in charge. (Recall all the Dilbert cartoons?)

We've all seen people change overnight when they assume the title of boss. It's as if a light bulb goes on in the individual's head, and he or she is no longer able to communicate or empathize with employees. This does not create a positive working environment – and the boss is the reason.

So, what can be done? The memorable blog post recommended shifting from the term boss toward a more educational term of mentor. But that really doesn’t go far enough. Titles are not the only thing that must change in order for workplaces to become more productive and positive.

Corporate cultures must change, and in the process, anyone who has the privilege of supervising employees, teams, and departments must evolve. These supervisors, managers or leaders must be genuine advocates for their employees. They must provide their employees with the tools to do their jobs as well as the authority to make decisions to improve customer experiences.

In the words of leadership expert Mark Herbert, "Leadership is a gift, not a position. It doesn’t require you to be the smartest person in the room…It requires you to block and tackle for others."

So, would you use my term for your boss: Employee Empowerment Advocate? If it improves your workplace culture, I invite you to adopt my term.

Marketing Highlights from 2015

With 2015 now history, it's time for my annual "Top 10" marketing highlights post. What campaigns were great? Which were duds? What stood out as marketing innovation, and what will go down in history as memorable as Apple's 1984 Super Bowl ad? 

What do you remember from the 2015 marketing reel?

With a quick nod to David Letterman for the format, here's my list:

Number 10:
Google changed its corporate name to Alphabet. While the search engine did not become Alphabet, the name change came as a surprise, especially since the term or infinitive, "to google something" has become part of everyone's life when conducting online research.

Number 9:
Volkswagen endured a scandal with diesel-powered vehicles that significantly tarnished its brand equity and impacted sales. Audi, an affiliated brand, recently cut its ad dollars - so the scandal was not short-lived or something that only impacted VW.

Number 8:
The movie "Furious 7" drove into movie theaters following a memorable ad campaign that honored the memory of actor Paul Walker, who played a large part in the movie franchise but died before the movie was completed. Large billboards depicted the group of actors gazing toward an image of Walker.

Number 7:
Two technology powerhouse brands, Adobe and Microsoft, announced a strategic partnership to provide brands with customer intelligence by connecting data from sales, marketing, and customer service. According to Mark Zablan, president of Adobe EMEA, "Together, Adobe and Microsoft are joining forces to create the industry’s first large-scale solution for connecting the customer experience across all customer touch points and helping companies communicate much more effectively regardless of where customers are in the lifecycle."

Number 6:
Caitlyn (formerly, Bruce) Jenner graced the cover of Vanity Fair magazine following a life change that brought the transgender issue into the mainstream. Following a life of Olympic medals, this transition was shared on TV and in print, and in the process, created a new personal brand.

Number 5:
Following the birth of their first child, a daughter named Maxima Chan Zuckerberg, Facebook founder Mark Zuckerberg and wife Priscilla Chan announced that they would donate 99 percent of their Facebook stock worth an estimated $45 billion through the Chan Zuckerberg Initiative, a newly formed group that will initially focus on education and health.

Number 4:
Sesame Street introduced a character with Autism to help children on the spectrum learn life skills and also teach awareness about autism. The new character named Julia was part of Sesame Workshop's "See Amazing in All Children" Initiative.

Number 3:
Starbucks ended the year with a controversy termed "Red Cup Gate" when it launched its holiday cups with solid red and green logo but without any holiday-themed designs. According to the company's VP of design and content, "This year, we wanted to usher in the holidays with a purity of design that welcomes all of our stories." Social media was full of noise, but most fans ignored the controversy and simply purchased their favorite holiday drinks: gingerbread latte, pumpkin spice latte, eggnog latte, etc.

Number 2:
With the long-awaited arrival of "Star Wars: The Force Awakens" in theaters, fans of this nearly 40-year-old movie franchise had much to celebrate. But on the marketing front, the subtitle should actually be: The Brands Awaken. Co-branding opportunities that promoted the movie popped up everywhere: Jeep, Dodge, Fiat, General Mills, Kraft, Costco, Verizon, Subway, Duck Tape and more.

And Number 1 on the 2015 Marketing Highlights List:
Donald Trump evolved from business tycoon and TV host to Presidential candidate. While some may question his viability for this position, there is not doubt that he can teach everyone a thing or two about building a powerful personal brand.

What would you add to this list? Here's to 2016 and another year of marketing highlights. Happy New Year!


Image Credit: Stuart Miles via FreeDigitalPhotos.net.

16 Social Media Tips for 2016

With the start of 2016 on the horizon, marketing and media experts are making a variety of predictions about the future of social media. Will Facebook take over Google or vice versa? Will Twitter still be in existence at the end of 2016? What will be the next trendsetting platform? No matter which social platforms your business prefers, there is no denying that social media marketing is a key component of all brand building. Therefore, here are 16 tips from social media experts to improve your social media activity throughout 2016.

[1] Jim Joseph (@JimJosephExp)
Find your social media voice, and be consistent in not only what you post but the tone you take in your posts. Are you serious, comical, witty, or snarky? You should decide this up front and make it a part of your social media brand.

[2] Kathi Kruse (@kathikruse)
Brands must do a better job of generating employee engagement and participation in content marketing. Employees, especially salespeople, are the fountain of quality information that your customers crave. Start with a social media policy, provide training, make content submission easy, establish WIIFM (what’s in it for me), and encourage growth of employees’ personal brands. Employee expertise = quality content!

[3] Paul Biedermann (@PaulBiedermann)
Social media is now a part of our every day and so ingrained within our society that simply “doing social media” is not enough. Carving your own niche is becoming increasingly important but ever more difficult to do. Establishing a truly unique, personal brand and sharing content of only the highest caliber will continue to set you apart and build trust – your only hope for deepening those relationships most important to your business.

[4] Rich Gallagher (@gallagherPOC)
Set response standards and stick with them. Social media is now a routine, legitimate communications channel just like the telephone, and your responsiveness brands you in every channel. If you wouldn’t ignore a voice mail or email, don’t let Tweets or Facebook posts sit in limbo either.

[5] Heather Coleman Voss (@HeatherEColeman)
Social media, ultimately, is about building strong professional relationships through the use of various platforms. It’s about engaging, working together, and building something greater than we can individually.

[6] Elaine Fogel (@Elaine_Fogel)
It doesn’t matter how many people follow you on social media. What matters is how many of them fall within your target audiences, respond to your call to action or content, and become sharers, business leads, and customers.

[7] Phil Gerbyshak (@PhilGerb)
Do short videos that address one problem your customers have or offer one insightful story and then use the recording of the video as the basis for longer form content (i.e., blog posts, email newsletters, Tweets, Facebook posts, or LinkedIn posts) and more. A short video with full energy shot on your mobile phone will go further than just text any day. Bonus points if you experiment with Blab or Periscope to get your customers and prospects involved in your video.

[8] Neen James (@neenjames)
Invest 15 minutes each day paying attention to others and share their brilliance. Give people a virtual hug by focusing on what’s important to them, recognize their success, give shout-outs, make recommendations, write testimonials, and promote their content.

[9] Mike Kunkle (@Mike_Kunkle)
As social media becomes more mainstream for business professionals, and especially for sales professionals, we’re seeing much more bad behavior spill over from other media such as email and telephone. In 2016, ease up, remember your manners, and if you’re in sales, stop pouncing on buyers immediately after you connect with them. The power of social networks is the ability to build relationships, support others, earn trust, and nurture interest – before asking for a commitment or a sale.

[10] Amy McCloskey Tobin (@amymcctobin)
Turn back to LinkedIn and reassess its value as a networking and distribution tool. As much as we like to complain about the spam fest that is LinkedIn Groups, there is still nothing like this network for professional networking.

[11] Gina Schreck (@GinaSchreck)
Plan out your potential client journey from social media initial contact to qualified lead. Most people use social media to broadcast information about their company without giving much thought as to how they will convert LIKES into LEADS. Create “value offers” such as whitepapers, special video tips, and tip sheets that people would be willing to exchange for their email address. Now create a landing page to capture the emails and a great graphic that has your “Download our free whitepaper on (add an expertise of your business here).” Once you have these in place, use the graphic call-to-action at the bottom of blog posts and strategic spots on your website. You then use social media to send people to each blog post or even use the graphic as a social post. NOW, you will see a greater return on your social investment.

[12] Jenn Herman (@jenns_trends)
2016 will be the year to put your “face” in front of your audience. Whether through videos or live streaming, you will be expected to interact more personally and authentically with your customers and audience through video methods.

[13] David Schwartz (@1ad_dad)
We have entered a point when we need to start to look at social media in conjunction with our media plans. We can no longer silo social media and media. Facebook, for all intents and purposes, is a paid medium for brands. The other networks will be sure to follow. What this means is you need to include paid social dollars as part of your media plan, so consider greater segmentation and targeting on the new found mediums.

[14] Lyn Boyer (@Lyn_boyer)
Pin your most recent work to the top of your site/social pages so your network can help to promote your latest work.

[15] Peter Hillard (@Mr_hillard)
Just because you have 20,000 followers does not make them customers or clients.  It is imperative to engage like-minded people and keep them engaged. So 2,000 real followers can turn into 20,000 real customers/clients with time and effort.

[16] Amanda Brazel (@AmandaBrazel)
Focus on your business goals and the development of your brand’s message. Then execute with action and energy.

If you don’t follow these experts on Twitter, check out their handles as noted above following their names. They add incredible value to the Twitterverse and also on other social platforms. I thank these amazing social media experts for appearing on my blog and wish everyone a happy and successful 2016!

Image Credit: Stuart Miles via FreeDigitalPhotos.net

The #GivingTuesday Brand in 2015

 

Since 2012, the Tuesday following Thanksgiving has been known as #GivingTuesday, a day dedicated to online philanthropy. What began as a partnership between the United Nations Foundation and the 92Y in New York City, a cultural center that connects people to the worlds of education, arts, health, and wellness, has grown into a global movement that has engaged over 30,000 nonprofit organizations in more than 65 countries.

According to the #GivingTuesday website: "Just think of a way for your family, your community, your company or your organization to come together to give something more – it can be time, knowledge, love, or donations of food, clothes, or money. Then tell everyone you can about how you are giving...Be a part of a global celebration of a new tradition of generosity."

As Kathy Calvin, President and CEO of the United Nations Foundation, explained, "Long associated with millionaires, philanthropy now belongs to everyone. Through technology and digital communications, people of all ages and all backgrounds can get involved in an issue, whether it’s making an online donation to a group on the other side of the planet or starting a petition to mobilize a community of advocates to push for change. The belief that anyone can make a difference is at the core of the United Nations Foundation’s work. Ted Turner created the UN Foundation because he believes that everyone – not just governments – can play a role in supporting the work of the United Nations, the organization with the global reach to drive big change. This community is about more than charity; it’s about change. People understand that resources are important, but they also want to be deeply engaged, learning about the issues and donating their time, ideas, and voices to help the UN save and change lives."

In the words of philanthropist Ted Turner, “You do not have to be a world leader – or even a billionaire – to make an impact. If we are going to turn things around, we all need to do our part to make it happen. Change starts with you.”

Some in the nonprofit sector might think that year-long outreach consisting of direct mail letters or cards, newsletters, emails, and annual reports have a bigger impact than a single day with a focus on philanthropy. But let's not forget the impact of publicity – and everyone will be talking about their favorite nonprofits on December 1st. The other important reminder is that social media will be on fire with the hashtag #GivingTuesday – and millennials, big social networkers, are future philanthropists. The "know your audience" mantra of marketing 101 demands that all nonprofits participate in #GivingTuesday with some type of campaign to target their existing and future donors.

So, tomorrow, December 1st, share your favorite cause on Twitter, Facebook, or Instagram with the hashtag #GivingTuesday and #MakeADifference – and make a donation to one or more charities.

Learn more at http://www.givingtuesday.org.

Image Credit: GivingTuesday.org.

Be Inspired by the "Bill Gates Brand"

Thanks to Bill Gates’ original mission of providing "a computer on every desk and in every home," he has become an important philanthropist with global impact. He founded the Bill and Melinda Gates Foundation, whose primary aims are, globally, to enhance healthcare and reduce extreme poverty, and in the United States, to expand educational opportunities and access to information technology. Based in Seattle, Washington, the Foundation is controlled by its three trustees: Bill and Melinda Gates and Warren Buffett.

Already a trendsetter due to its support of a myriad of issues and significant funding provided around the world, the Bill and Melinda Gates Foundation is also a leader when for something truly unique in the nonprofit sector, when it comes to Foundations. The Gates Foundation has a visitor center. 

The Gates Foundation's Visitor Center is located in Seattle across the street from the Seattle Center, which is the home of the Space Needle, Chihuly Garden and Glass, Experience Music Project (EMP) Museum, and Pacific Science Center. Admission is free, and the hours are 10am to 5pm Tuesday through Saturday. The Visitor Center presents an array of programs and community events, including family days, educator workshops, and student workshops.

Many nonprofits in the education and preservation sectors have visitor centers so that they can create positive and memorable experiences for their visitors. Where did you go the first time you visited your college or university? What about your favorite museum, presidential library, or national park? When you enter New York's Metropolitan Museum of Art, California's Reagan or Nixon Presidential Libraries, or any of the official entrances to the Grand Canyon or Yellowstone, you encounter a large desk, a designated area, or a building with docents who will welcome visitors, provide maps, and even provide tours. But why would large corporate foundations that provide funds to these and countless other nonprofits need visitor centers?

What makes the Gates Foundation's Visitor Center different from other nonprofits' visitor centers? According to a description by Jim Dever of King 5, a Washington-based NBC affiliate, "If you're looking to explore the world and learn how to make a difference, you can start by exploring the Bill and Melinda Gates Foundation's Visitor Center." Charlotte Beall, Gates Foundation Visitor Center senior manager, explained why the Gates Foundation's Visitor Center is one-of-a-kind, "This whole gallery is about the fact that we can't do this alone, and we need collaboration with others to be successful and solve some of these big problems [that the world faces]."

According to the FAQ page on the website, "The Gates Foundation built the Visitor Center to motivate and inspire people to take action – in their own unique ways – to improve the lives of others. Through displays, interactive exhibits, and programs, we work to spark conversation about global and local issues and highlight the important progress being made in Seattle and around the world. We designed the Visitor Center as a place where people can share ideas, explore their interests, and experience the power of optimism about the world’s future."

While the Gates family history and their efforts to improve the world are shared at the Visitor Center, visitors also realize, as the history unfolds, that the story is theirs too. For instance, one interactive computer program will tell you where your strengths lie and suggest ways that you can change the world on your own. According to the Gates Foundation's Visitor Center website, "Explore inventions like a life-saving mosquito net, an ingenious personal water filter, and a storage device that can keep vaccines cool for 30 days or more. Learn about the unprecedented effort to eradicate polio in our lifetime. Immerse yourself in debates about education, health and poverty – and decide your own priorities. Tell the world what YOUR FOUNDATION would do."

Perhaps, the reason why the Gates Foundation's Visitor Center works so well is because it makes philanthropy accessible for all visitors, no matter one’s ethnicity, socio-economic status, or political persuasion. For example, the Gates Foundation itself does not dig wells in Africa, but it may fund a local organization that does. At the Visitor Center, children see this "one world" concept come to life in the interactive stations located throughout, and they are able to build their own devices to help others. The Visitor Center works because visitors of all ages quickly become engaged, for example, upon entering and seeing the photo wall, visitors can add their own photos. And best of all, visitors can draw a picture of their own cause on the "Share Your Cause Tree."

While the initial concept for the visitor center may have been to promote the Gates Foundation's community involvement and philanthropic impact, at its core, it is a physical representation of the Bill Gates brand – just recall the initial Microsoft mission mentioned at the beginning of this post, and see the parallel with the tagline for the Gates Foundation's Visitor Center: "Arrive Curious. Leave Inspired."

How has Bill Gates or his brand inspired you?

For more about the Gates Foundation Visitor Center:
Website: http://www.gatesfoundation.org/Visitor-Center
Facebook: http://www.facebook.com/GatesVC
Twitter: http://twitter.com/GatesVC

For more about the Gates Foundation:
Website: http://www.gatesfoundation.org
Facebook: http://www.facebook.com/gatesfoundation
Twitter: http://twitter.com/gatesfoundation

Image Credit: Stuart Miles via FreeDigitalPhotos.net

Have You Conducted A Brand Audit Lately?

While you may hope that your customers embrace your brand, the truth is, most consumers make purchases without even thinking about your brand. Of course, everyone recognizes the famous brand names, such as, Coca-Cola, Nike, Amazon, etc., but they aren’t your corner five and dime. They aren’t even most midsize businesses. So what can YOU do? You, as the business leader, marketing team, and yes, even the human resources team, must conduct a brand audit on a regular basis.

A brand audit “describes and evaluates the current state of a brand and its effectiveness in achieving a company’s business objectives. This assessment is the first step in brand strategy development and is used as a diagnostic tool for determining where the brand strengths lie and for identifying its potential vulnerabilities or shortcomings. It is the foundation on which the other steps depend,” as defined by Brandamplitude.

Here are my "Top 10" questions to include in your brand audit:

[1] Does your brand currently have a brand promise? If yes, what is it?
[2] What differentiates your product or service from the competition?
[3] How do you offer superior value to your customers?
[4] What words, phrases, or feelings come to mind when you think of your brand?
[5] Who are your brand’s current and future customers?
[6] What is the brand’s positioning statement?
[7] Where does the company fit among the competition?
[8] How is the brand perceived among the competition?
[9] How is the company perceived by employees?
[10] How would you like to see the company perceived?

There are many benefits from conducting a brand audit:

[1] Creating a consistent marketing message across all media.
[2] Strengthening your brand’s positioning vs. the competition.
[3] Improving the communication vehicles between customers and your brand.
[4] Clarifying the core attributes of the brand.
[5] Refocusing internal brand advocates (remember, all employees are brand ambassadors).

Above all, a brand audit allows you to evaluate your marketing strategy. Is it working? Does it need to be refined? Does everyone from the CEO on down to the marketing, public relations, website, IT, finance, and HR teams understand the nuances and key strengths of your brand?

Memorize these two timeless quotes as you re-energize your brand marketing efforts. “Branding is what people say about you when you’re not in the room,” from customer engagement expert Vala Afshar. And “Products are made in the factory, but brands are created in the mind,” from advertising guru Walter Landor.

Don't you think it’s time to learn exactly what customers are thinking about your brand?

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