Walking The Talk
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I gave this presentation to the Stanford Graduate School of Business. The course was on Reputation Management. This presentation (minus the voiceover) offers a framework and case studies for brands and their behavior, including the CEO.
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Walking The Talk
- 1. Walking the Talk: The Power of Brand Belief, Brand Behavior and CEO Embodiment A conversation at Stanford with Rob Schwartz CEO TBWACHIATDAY
- 2. The Company We Keep
- 3. 3TBWACHIATDAY 3 1. 4 Stories 2. Framework for brand success 3. Case discussion Today
- 4. 4TBWACHIATDAY 4 1. The power of a belief in business 2. The case for simplicity 3. A framework you can use to inspire and filter your future success 4. A few laughs and good anecdotes What’s In It For You?
- 6. 6TBWACHIATDAY Framework for Brand Success Brand Belief CEO Embodiment Brand Behaviors Brand Success
- 10. TBWACHIATDAY 10
- 11. TBWACHIATDAY 11
- 12. TBWACHIATDAY 12
- 14. TBWACHIATDAY Brand Behaviors 14 “We’re trying to get back to the basics - great products, great marketing, great distribution” “We got rid of 70% of the stuff on the product roadmap” Steve Jobs, 1997 internal meeting
- 15. TBWACHIATDAY Brand Behaviors 15 Fewer products Augmented by powerful ecosystems
- 16. TBWACHIATDAY Brand Behaviors 16 Fewer products Augmented by powerful ecosystems Ecosystems includes packaging 3.5 mm Apple unboxing videos on YouTube
- 17. TBWACHIATDAY Brand Behaviors 17 Fewer products Augmented by powerful ecosystems Ecosystems includes retail experience
- 19. 19TBWACHIATDAY 19 “Every thing a brand does is an ad.” ~Lee Clow “Marketing is about values. It’s a complicated world, noisy world. So we have to be very clear about what we want them to remember about us. Our customers want to know who is Apple, and what do they stand for. Where do we fit in this world.” CEO Embodiment
- 20. 20TBWACHIATDAY 20 The company does “a lot of things for reasons besides profit motive. We want to leave the world better than we found it.” CEO Embodiment
- 25. TBWACHIATDAY Brand Success 25 Remember that one week where Google was more valuable than Apple?
- 26. 26TBWACHIATDAY
- 28. 28TBWACHIATDAY 28 We’re still a wireless carrier. We’re simply not going to act like one 1.Listen to customers 2.Listen to front-line employees 3.Do what they say Brand Belief
- 29. 29TBWACHIATDAY Framework for Brand Success The Un-Carrier Magenta Man Listen Do Shout Brand Success
- 33. TBWACHIATDAY Brand Behaviors 33 Trolling competitors Skywriting “End Overages Now” over Verizon headquarters
- 34. TBWACHIATDAY Brand Behaviors 34 Trolling competitors “Verizon Earnings Call game was so fun”, so here’s another one for the AT&T earnings call
- 36. TBWACHIATDAY Brand Behaviors 36 Employees Reversed T-Mobile’s policy of not allowing its store employees to have tattoos and piercings
- 38. TBWACHIATDAY 38
- 39. TBWACHIATDAY 39
- 40. TBWACHIATDAY 40 Spent evenings his first few months on the job listening in on T-Mobile’s customer service calls. None of the technology mattered. There was a plethora of hatred for the industry and a never-ending list of things people wanted to change. Brand Embodiment
- 41. TBWACHIATDAY 41 CEO Debut at CES in Vegas Brand Embodiment
- 42. TBWACHIATDAY 42
- 45. 45TBWACHIATDAY Brand Success 45 T-Mobile ranked highest among the four major U.S. wireless providers
- 48. 48TBWACHIATDAY
- 49. 49TBWACHIATDAY Volkswagen The People’s Car Internal Squabbler Race for No. 1 Brand Success ?
- 51. TBWACHIATDAY 51
- 52. TBWACHIATDAY Brand Belief 52 Unabashedly embracing what makes Volkswagen different
- 53. TBWACHIATDAY Brand Belief 53 Unabashedly embracing what makes Volkswagen different
- 54. 54
- 55. 55TBWACHIATDAY Volkswagen The People’s Car Internal Squabbler Race for No. 1 Brand Success ?
- 56. TBWACHIATDAY 56 Number one in global sales 8% Profit Most satisfied customers Happiest workers Source: CNBC VW’s Objectives
- 57. TBWACHIATDAY 57
- 58. TBWACHIATDAY 58
- 59. TBWACHIATDAY 59
- 60. TBWACHIATDAY 60
- 61. TBWACHIATDAY 61
- 62. The lie: VW’s pollute 40X more than the norm 1 in 4 cars in Europe 11 milion cars worldwide
- 65. TBWACHIATDAY Brand Behaviors 65 “Volkswagen should use simple ads that hark back to those early days to rehabilitate its tarnished image.”
- 66. TBWACHIATDAY 66
- 67. TBWACHIATDAY 67 Ok, so tons of activity right?
- 69. 69TBWACHIATDAY Volkswagen The People’s Car Internal Squabbler Race for No. 1 Brand Success ?
- 70. TBWACHIATDAY 70 CEO Resigned US CEO Resigned March 2016 US sales: -12%
- 72. TBWACHIATDAY 72
- 73. TBWACHIATDAY 73 Steve Legere Elon Musk Mary Barra Dov Charney WW__________D?
- 74. 74TBWACHIATDAY
- 75. 75TBWACHIATDAY American Apparel Fashion: Democratized. Localized. Le DisruptorFor the people. Made by the people. Brand Success ?
- 79. 79TBWACHIATDAY Largest clothing manufacturer in the US Brand Behaviors
- 80. 80TBWACHIATDAY American Apparel Fashion: Democratized. Localized. Le DisruptorFor the people. Made by the people. Brand Success ?
- 81. TBWACHIATDAY 81 Sweatshop free Pays workers more than minimum wage Healthcare Subsidized meals English lessons Brand Behaviors
- 83. 83TBWACHIATDAY For the people. Made by the people
- 84. 84TBWACHIATDAY Brand Behaviors Ads featured non- traditional models and didn't airbrush
- 85. 85TBWACHIATDAY Brand Behaviors Brand stood for social movements
- 86. 86TBWACHIATDAY Brand Behaviors Brand stood for social movements
- 87. 87
- 88. 88 “She is the photographer. She shot these of herself. Feeling good in her jeans. I’m proud of his ad. She’s the customer, she’s wearing the product and she’s the photographer. This is American Apparel. “ ~Dov Carney, CEO
- 89. 89TBWACHIATDAY American Apparel Fashion: Democratized. Localized. Le DisruptorFor the people. Made by the people. Brand Success ?
- 90. TBWACHIATDAY 90 Dov Charney • Started t-shirt company in dorm room in 1988 • Dropped out of Tufts to manage company full-time • Refused to manufacture outside U.S. • Paid workers more than double minimum wage + healthcare + free international phone calls during work Height of American Apparel • 2008: The Guardian named American Apparel “Label of the Year” • 2009: Finalist for Time’s 100 Most Influential People Brand Embodiment
- 91. 91TBWACHIATDAY
- 92. TBWACHIATDAY 92 Lawsuits Sexual Harassment Racial Slurs Sexting CEO Embodiment
- 93. 93TBWACHIATDAY Chapter 2 = Chapter 11
- 94. TBWACHIATDAY Brand Behaviors 94 Factory Issues Moved It Was supposed to cost $5 mm Ended up costing $20 mm Couldn’t make the $17 mm interest payment on debt that year
- 95. TBWACHIATDAY Brand Behaviors 95 Federal Immigration and Customs audited 1,800 workers immigration Fired 1,600 employees 1/3 of LA-based workforce “Legalize LA” campaign more self-serving than idealistic
- 96. TBWACHIATDAY Brand Behaviors 96 Employee mishandling at store-level • $300k settlement for manager using racial slurs • $60k settlement for firing an employee undergoing cancer treatment
- 97. TBWACHIATDAY Brand Behaviors 97 Store employee recruitment Job applicants submitted full body photos
- 98. TBWACHIATDAY Brand Behaviors 98 Advertising • Banned in Britain • Sexual harassment charges from models • Underage models
- 100. 100TBWACHIATDAY American Apparel Fashion: Democratized. Localized. Le DisruptorFor the people. Made by the people. Brand Success ?
- 101. 101TBWACHIATDAY 101 1. The power of a belief in business 2. The case for simplicity 3. A framework you can use to inspire and filter your future success So…
- 102. 102TBWACHIATDAY Framework for Brand Success Brand Belief CEO Embodiment Brand Behaviors Brand Success
- 103. 103TBWACHIATDAY @Schwartzie14 CEO, TBWAChiatDay New York Thank You. @TaraHagan Director of Business Analytics, TBWAChiatDay New York
Notes de l'éditeur
- http://www.forbes.com/sites/stevedenning/2014/03/07/why-tim-cook-doesnt-care-about-the-bloody-roi/#42c8b93040b3
- http://www.forbes.com/sites/stevedenning/2014/03/07/why-tim-cook-doesnt-care-about-the-bloody-roi/#42c8b93040b3
- http://www.statisticbrain.com/apple-computer-company-statistics/
- http://www.statisticbrain.com/apple-computer-company-statistics/
- http://fortune.com/2016/02/03/apple-facebook-amazon-google/
- https://newsroom.t-mobile.com/news/att-earnings-call-the-drinking-game.htm
- https://www.washingtonpost.com/news/innovations/wp/2014/01/09/t-mobiles-john-legere-brilliantly-transforms-into-a-rebel-ceo/
- https://newsroom.t-mobile.com/news-and-blogs/tmo-highest-ranked-customer-service-jdp.htm
- http://www.bloomberg.com/news/articles/2015-10-05/evoking-think-small-urged-as-primary-vw-message-post-crisis
- http://www.bloomberg.com/news/articles/2015-10-05/evoking-think-small-urged-as-primary-vw-message-post-crisis
- http://www.economist.com/news/briefing/21667918-systematic-fraud-worlds-biggest-carmaker-threatens-engulf-entire-industry-and http://www.nytimes.com/2015/12/11/business/international/vw-emissions-scandal.html the decision by employees to cheat on emissions tests was made more than a decade ago, after they realized they could not meet United States clean air standards legally It is particularly difficult to squeeze such systems into compact cars like the Golf or Jetta But the Golf, Jetta, and Beetle did not get the chemical systems until 2015
- https://en.wikipedia.org/wiki/Dov_Charney
- http://www.huffingtonpost.com/entry/american-apparel-lawsuit-dov-charney-sexual-harassment_us_5617c6dce4b0082030a2067d http://www.nylon.com/articles/dov-charney-sexual-harassment-lawsuit
- http://www.huffingtonpost.com/2013/06/05/10-things-american-apparel-learned-from_n_3248529.html?slideshow=true#gallery/296554/1 http://abcnews.go.com/Business/1600-american-apparel-workers-legal-status/story?id=8497761
- http://www.huffingtonpost.com/2013/06/05/10-things-american-apparel-learned-from_n_3248529.html?slideshow=true#gallery/296554/1 http://abcnews.go.com/Business/1600-american-apparel-workers-legal-status/story?id=8497761
- http://gawker.com/5323472/we-predict-more-lawsuits-in-dov-charneys-future
- http://www.huffingtonpost.com/2012/12/05/american-apparel-sexy-ads-asa-child-models_n_2243360.html