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.
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?
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
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
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
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
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
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
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…
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