His media coverage in not solely surrounding his amazing football ability, but also his focus on Jesus Christ as his savior and inspiration for his performance. This has been viewed as controversial to many including Kurt Warner, saying it could have a repelling effect. Whether you endorse his religious outspokenness or shun it, one thing is certain, he has sparked the team.

Before Tim Tebow joined the team, the Denver Broncos were lifeless and facing a long and hopeless season. Tebow came in with not only a belief in Christ, but in himself and his ability to lead the team back to contention. His teammates are on board to work hard toward producing unheard of and frankly unbelievable results. Champions not only perform well on the field or at work, but they inspire others to perform well around them. They share a vision and drive that motivates themselves as well as others around them to win and achieve great results. Brand Champions win not only because of their talent, but because they have faith and believe they can and will win. Brand Champions have faith in themselves and believe they can and will achieve greatness. Tim Tebow is a champion, and a great Brand Champion for himself, the Denver Bronco’s and the Lord, regardless of what happens.

One of Tebow’s teammates stated earlier this year, that a player either has a stellar presence on the field or an outstanding effect in the locker room, but usually not both. This same teammate stated that Tebow is the lifeblood of both the locker room and the field, and has been the driving force in changing the course of the team from last to first.
The remainder of the season should be fun to watch, making winter around here much more palatable, and giving everyone in Denver something to cheer about.

Is Tim Tebow for real? The jury is still out, but as far as this year is concerned, he has energized and lead the team as not only the starting quarterback, but as the inspiration, leader and Brand Champion of the Denver Broncos. Tebow’s brand stands for Christ, winning, and being one of sports’ good guys.

As a branding agency, we think of branding and marketing as a way to support sales and drive revenue. By thoroughly understanding your company’s revenue goals, you can learn how to work backwards to “cheat your sales numbers” and make sure your efforts are going to produce the desired results. The more you know how to cheat your numbers, the more you increase your odds of getting new business. Here are eight ideas you should apply to your business to increase your odds of success:

1)     Know your numbers

Know just how much marketing and sales activity you need to have in your pipeline in order for you to obtain your forecasted revenue goals and objectives. Understand and know your close ratio and how that affects your numbers.

2)     Have a large pool of prospects in the database

Most companies don’t understand that marketing and sales is a numbers game, it takes a large pool of quality suspects and prospects in the database to make the numbers work in your favor. So to cheat your numbers and reach your sales/revenue goals, you must have a big pool of prospects that you consistently stay in touch with.

3)     Use a CRM tool/database

It is consistently baffling that there are a number of companies that don’t have enough suspects and prospects to call upon to get the results they are aiming for.  Even more surprising is the number of companies that do not utilize a true Customer Relationship Management (CRM) tool. A CRM system can help manage the client information and provide help and real-time information on how you’re tracking against those numbers. Many companies are still relying on an outdated excel sheet to “manage” their clients, when using a CRM tool is far more effective.

4)     Regularly reach out and touch prospects

They say most sales people give up after 3-4 touches, which sounds about right; yet they say it takes 7-12 touches in order for a prospect to get to know your company and make a purchasing decision. Make sure you are a company that makes enough touches to get them in your store.

5)     Use strategic partners to help build relationships

One of the most effective things companies can do is to tap into strategic partners for referrals and co-market each other’s products or services to both customer bases. Utilizing a key contact for leverage and an introduction is priceless and often can be one of the most effective things companies can do to shorten the sales cycle. Get a quality referral, and stretch your marketing efforts.

6)     Identify your unique position and own your space

It is critical to not only be different, but also have strong value points spelled out clearly and concisely. These value points need to verbalize why you are better and what differentiates your company, making you the clear choice and the only real option available.

7)     Utilize a strong call to action

In order to help get the response you need for your marketing, advertising and sales efforts, make sure you have a strong call to action. To do this, utilize an impending date or deadline that a special offer expires, a value add that they can only get for a limited amount of time, or an added incentive or bonus to sweeten the deal if you act now.

8)     Reevaluate and refine your efforts

To ensure you’re going to reach your goals, you need to consistently evaluate whether your efforts are producing the desired results. If they aren’t, you will need to make adjustments, tweak your offer, or find other strategic partners that understand the benefits of a reciprocal partner relationship.

Cheating your sales numbers is like adjusting the carburetor on your car, a little fine tuning is sometimes required to have a smooth running engine. Once you get the engine running just the way you want it, you can blow the doors off your competitors.

Michael Doyle

CEO of Brand Iron

It’s July – we just had our Independence Day and we have been in a recession for years. Millions of people are and have been out of work. We are facing a debt and budget crisis. Our political parties seem to just be jockeying for positioning instead of getting real things accomplished. The people of America want and a need a Brand Champion.

Brand Champions don’t come up with catchy slogans or cool-looking logos. No, they understand that real results come from developing a brand promise that people can get their arms around, and they deliver on that promise by creating a great brand experience, consistently.

America is just like any other business or organization that needs a leader to take charge. Who will define what an organization wants to get accomplished, craft and create how that is going to happen, and execute that on a consistent basis. We need someone – anyone – within our government to step up and be our Brand Champion, and act as a leader who builds consensus and builds bridges. We need someone who has not just an idea or an agenda, but a real action plan. Someone who has tactics that will help us as a country overcome our problems, (debt and budget) and put people back to work. This requires a Brand Champion that all people, not just one party or the next, but all people can believe in, stand behind, support and have faith in.

Like other brands our Brand Champion has to be real, in that he can connect with his constituency with real ideas. He must use tactics that will show signs that we are making real progress. He can’t be all hat and no cattle, he has to deliver the goods and produce economic stability that helps businesses and the markets buy into his plan. This plan needs to work and signal stability, and with that stability, businesses can start to hire again: bringing down the unemployment rate, stabilizing the housing market, and generating cash into the marketplace.

America and I need a Brand Champion that we can believe in, whoever this Brand Champion is will probably get elected or re-elected this coming year. Whether that Champion is our current president or someone else, I pray that this Brand Champion stands up soon and leads the charge to a real plan that produces results, because that is what real Brand Champions do. They deliver real results through their leadership, consensus building and ability to get things done and execute.

Will our America’s  next Brand Champion please stand up, NOW?

Branding isn’t only about logos, websites or looking cool.  No, it’s about real business results.  I have worked with hundreds of clients over the years and one thing stays consistent:  the top brands have a leader who is committed to driving the company to be the best, being the best, and owning the space in which you do business in.  They also identify and bring on the best people that produce the best results.  I call these leaders Brand Champions.

You don’t have to be the CEO to be a Brand Champion.  You just have to be committed and willing to kick ass and produce real results.  In this blog I will periodically introduce you to all kinds of Brand Champions – those who live for their brand, set the company up for success, and set good examples for brand ambassadors — individuals within the organization who may someday represent the brand and be a Brand Champion.

If you have a Brand Champion within your company that should be recognized for their efforts, let us know and we’ll highlight them.

I have known for a while just what this building was to be. Now branded, everyone who hadn’t previously heard the rumor is finally in the loop. The conspicuous location, the giant sign, and the template-design of the building really signify that the owners of this bright-and-shiny, big, blue, branded box get branding.

Opening a store in a new market has become a science for this company. While specific regulations might vary, the company knows what it needs to do to get approvals for a sign and building of this magnitude. Both of which vastly dwarf other retailers nearby. Check out this clip covering the installation of the massive sign that has now appeared:
http://www.9news.com/rss/story.aspx?storyid=189026

Despite complaints from some who are calling it an ‘eye-sore,’ this sign and the big, blue box beneath it definitely get attention. Talk about creating buzz to tease an opening – these guys know how to do it.

And it’s not just the sign. Even before inking the real estate deal, rumors of the company coming to town caused a stir. With its near-cult following, I wouldn’t think it’s a challenge for this company to generate excitement among consumers in any community they come to. In all mediums – underground, word-of-mouth, and traditional – the market-entry process earns the company media every step of the way. Its expansion strategy and branding formula is the mark of success.

I happen to like the idea of an international retailer coming to town. (Another is rumored to be coming to the Pavillions.) Introducing big brands like this helps put Denver on the map. It pulls in consumers from all over, it contributes to the economic growth of our city, and this time, it’s nicely branded in a beautiful, big, blue branded box called IKEA.

Advertisers are using this to the fullest extent. The popular video game DeadSpace2 has built its entire advertising platform on the slogan “your mom will hate this”. And television shows are using movie like ratings PG-13 and R as a bragging right instead of a warning. So why the big move towards “rebellious” advertisements? It seems the more outrages the ad or promotion, the more controversy. And controversy means people are talking about your product, service, goods, etc. and that’s exactly what advertisers want.

Check out this Redbull ad which blatantly advertises one-night stands and “hook-ups” with multiple people. Do you think it’s appropriate? Does it make you want to drink a Redbull?

Another TV spot getting some major attention is the MTV show Skins, based off of a British teen show, the new hit is causing quite a stir among parents as it depicts “the life of real American teenagers.” The controversy might have something to do with the fact that these “real” teenagers are drug addicts, alcoholics, party-animals, and law breakers. So would you let your kids watch this? And if you told them they couldn’t do you think they’d find a way to watch it anyways?

The bottom line is it works – this is nothing new, we saw it in the 80’s with rock and roll, we saw it in the 90’s with sex and today is no different. If you tell kids their parents will hate it, or don’t want them to see it, it makes them want it more.

Have a comment? We’d love to hear from you! Let us know what you think about these new ad’s and the impact on kids.

Businesses in need of operating cash sometimes seem to take a very aimless approach to raising money.  Even the idea of creating and shaping a successful brand is an afterthought until cash is in hand.  The prevailing thought among business entrepreneurs is to raise money first, then build brand second.

But our experience as brand consultants has proven that these efforts must, at the very least, run concurrent.  Below are nine critical steps to fundraising success:

1)     There must be a clear and concise vision in place for the company.

2)     You and everyone else within the company must clearly understand the business goals, both short-term and long-term.

3)     A clearly defined plan must be developed on how the new funds will be utilized.  Have a game plan in place.

4)     Understand how you will demonstrate return on investment (pro formas).

5)     Company leadership should understand and agree on how the company competes in its space, how it is different and better from competitors, and a core understanding of the brand position.

6)     Paint the vision for the team.  This step focuses on creating the internal brand.  Ensure those associated with the company are on board.

7)     As your brand starts to evolve, focus on how to make it sexy and how you will “package it” for success.  It is here that the brand comes alive.

8)     Champion the Brand!  A key to growth and raising business capital is employing a leadership style that demonstrates a contagious passion.  One that quickly spreads to others within the organization.

9)     Sell it!

By considering these points, you and your company will be in a much better position to cultivate the growth capital as well as understand what your brand is and how and why you’re better than anyone else so you can get to the next level.

-         Many business have struggled to survive the last several years, cash has been tight and sales are down
-         Most CEO’s have also struggled mentally, emotionally, financially and spiritually as an affect of the economic recession
-         Their team’s and staff have also suffered as a result and are fearful of what may happen if things don’t improve soon
-        We are all making the calls for cash to the banks, to clients, customers and even friends and family to survive
-         Many businesses are struggling and suffering to hang on until things pick back up

Our teams, our customers, our family and our friends can see the suffering of burnt-out bosses; it’s written on our faces more than we might like to admit. These things I’ve noted above remind me that right now it is critical to create a plan and have some faith- for our brand, for our company, our team, and ourselves.

We need to have a plan in place that will allow us to succeed and drive revenue- a plan to spruce up if not totally redo our brand and our companies which have been burning up (not in the positive sense). It’s time to take some pro-active steps even if they are small ones, to refresh ourselves and our tired brands. Start by taking a Friday out of the office to focus on planning, develop a 30, 60, and 90 day action plan to recharge ourselves and our companies so they don’t become completely burned out.

Taking the small steps now, can bring us through these hard times and get us where we want to be, whether that is selling our business, buying another business or just simply increasing revenue. We need action plans to get us there, and those of us that have them will be that much stronger when things pick back up again.

Let’s give our teams some faith in the ability of our brands to produce results. It’s no secret that we are suffering, people see it, but the positive side is we are all in the same boat, and we all have the opportunity to work through it to become happier, healthier and ultimately wealthier.

Dos Equis

I have to say, Dos Equis has really done a fabulous job with their Most Interesting Man campaign. Coming into the campaign’s fourth year, Dos Equis has truly developed a brand figure that communicates sophistication, class, elegance and smoothness. There are generally two types of ads: one features the man in a bar environment giving advice or opinion about various subjects, and the other features a narrator describing the man’s distinguishing, but frequently absurd, background. Not only does it cause the Dos Equis brand to shine as a premier beer, but this particular spokesperson makes the brand and product unforgettable in an already saturated market. “The Most Interesting Man in the World” really is everything a spokesperson should be: entertaining, captivating and engaging. Take a look at a couple of my favorites:

One of the first ads aired back in 2007:

• His commentary on the art of being a Wingman is genius:

My hats off to the good people at Dos XX, who crafted such a relevant and likeable spokesperson. Humor can be one of branding’s most effective tools, but only when it is strategically aimed at a target audience. These guys nailed the development of a brand figure that positively represents the brand and communicates taste, smoothness and value.

Old Spice

Old Spice has been keeping men smelling fresh for 71 years. A seemingly “grandpa” brand did a one-eighty with their new campaign this year. Leading this improved ad crusade is their new spokesperson, The Old Spice Guy. He’s a television an internet phenom who’s got girls running out and buying their men new deodorant. Recognizing their old branding needed retirement, Old Spice openly compares their old look with their new packaging, which was apparently “forged from molten awesomeness.”  Being such an established brand, Old Spice wasn’t in any danger of falling off the shelves, but they definitely shot themselves to the top of the deodorant world. It really is an updated look with the same message they’ve had for generations: class, physique and eloquence for the real man.

Won’t we all be as smooth and blatantly remarkable if we wear Old Spice? Not only have they created hip, off the wall ads with a hot spokesman, who has impeccable comedic timing, but they have constructed an entire viral video campaign to back it up. The Old Spice Man has been answering (in a towel no less) fans’ questions via Twitter and Yahoo.

Old Spice has done a phenomenal job attracting and interacting with a wide range audience. Most importantly, they created national buzz and attention for Old Spice, a brand as old as the hills that’s lay dormant for far too long. Welcome back to the game Old Spice.

Kia

I probably didn’t give hamsters a second thought before Kia Soul Hamsters made their way onto my television. It isn’t because hamsters are on the lamer side of the rodent family, but because using them as the spokespeople (or animals) for a car company is totally off beat. Kia came up with a way to advertise their inexpensive boxy cars, or toasters as many of their loyal owners have affectionately called them, as fun and hip. These are adjectives that were not typically associated with Kia’s products prior to this campaign, check it out.

When the first “a new way to roll” campaign caught the attention of pop culture, Kia seized the opportunity to ride the viral commercial wave. So they did what any smart company would; they conjured up more ideas. Here is an example of the newer/hipper commercials that have been airing more recently:

Whether you think the hip hop hamsters are brilliant, or just find them to be completely creepy, you notice them. Kia has truly succeeded in bringing attention and revenue to a brand that was flying pretty far below the Toyotas and Volvos of the industry.

Brand campaigns like the ones detailed in this blog are the reason I started my own branding firm. However, being in the industry as long as I have, I learned how to spot the good brands, as well as the bad. It’s important to celebrate success, but point out failure as a means to learn and grow as a company and brand.

Let’s take Car Fax for example. I really used to enjoy their commercials, especially the one featuring a grandma trying (unsuccessfully) to back her car out of the garage, all while destroying all the contents. That was an undeniably funny spot. How can you not laugh out loud at this old commercial?

My question is, why did they think they had to develop an ultra lame brand figure? Check out the new fox:

I understand the need for the development of a brand figure to positively represent your brand. But…a Car Fox? Are you kidding me? The Car Fax Car Fox? No explanation, no cuteness, no redeeming brand attributes or values, no good old fashion funny spots like their former thirty-second gems. I honestly have no clue as to why their executive team OKed this bizarre puppet as brand spokes person. Can someone, anyone, explain this please? To me this seems like a lame attempt to associate your brand with a random figure so you can say you tried. It feels like there was no real thought or creativity put behind the campaign. Car Fax, I implore you: is a cheesy fox puppet really the best you can do?

Another great example of a brand figure gone wrong is the Bar None sock puppet. It was terribly cheesy and ineffective when Pets.com used it, so why would it would be any better now? See what I’m talking about:

Pets.com:

Bar None:

If this spot doesn’t say tired and low budget, what does? I am uncertain as to how the Bar None sock puppet conveys positive brand values or attributes. Does it even say cute, clever or funny really? No, no and no again. How original; buy the asset from Pets.com because you can’t come up with anything else better, funnier, or clever? I am also confused as to how a dog is related to auto financing; at least it made sense representing a pet supplier. Bar None, let’s go back to the drawing board.

So on the value side of the spectrum, your beer is a fringe product. Yet you are desperately trying to make it smooth and sophisticated. Even more mind boggling is the development of the brand figure/character Keith Stone. Do the head honchos over at Keystone really believe that Mr. Stone oozes smooth sophistication? Are you serious? Here is what I see:

Always smooth… really? Dude is the antithesis of smooth. Pardon my repetitive vocabulary, but this spokesman is CHEESY. When I first started noticing this guy on billboards, my first reaction was less smooth and more rough with a strong after taste. A few years ago Keystone aired  a campaign that poked fun of the “bitter beer face,” made when one drinks cheap beer. Keith Stone gives me bitter beer face, and I haven’t even flipped the cap. Keith, is this really the best you could do to represent your brand?

Just like an afternoon special, there is a lesson to be learned. When choosing or developing a brand figure or spokes person/character, try creating ones that represent the brand in a positive light. It’s always best to communicate brand attributes and values with a clever and memorable character, instead of using an obnoxious representation that is cheesy, rough and has a strong after taste.

Stay tuned for a blog entry about brand spokes figures that could show Keith Stone a thing or two about “smooth.”