The Brand Power of Sustainability – Part 1

May. 21, 2012 Posted by admin in Branding, Sustainability

Making the commitment to make sustainability part of your business can have big benefits not only for the community and the environment, but also for your brand. Through this blog series, we’re going to share ways you can maximize your sustainability as a key part of your organization’s culture and brand story.

News Channel 8 Interviews Nancy Walker about LEED Certification

Tip #1:  Tell Your Story

What is new, interesting and newsworthy about the way you choose to be sustainable? For Walker Brands, when we built the first privately-funded, Gold LEED-certified building in Tampa we gave the press a front row seat – resulting in over $200,000 worth of media coverage. We developed an integrated plan with a press kit, sound bites, visuals and several story angles specific to different news audiences. Our sustainability gave us a chance to talk about our brand – what makes Walker unique – in a new and completely on-brand way.

There is no one-size-fits-all approach to promoting your sustainability. The programs you develop should always be authentic to your brand. We can help you discover your distinction and create programs that celebrate your sustainability and set you apart from your competition.

Lights Out. Loyalty Up!

May. 03, 2012 Posted by admin in Branding

We’ve had hundreds of Venti-sized, satisfying experiences at Starbucks, but the time the lights went out gave us the biggest jolt of brand loyalty. While waiting to order, Walker Brands’ president Nancy Walker and Laura Sherman of Baldwin, Krystyn, Sherman Partners had to quickly exit because of a power outage. Undeterred, they found a bench out front and kept their meeting rolling.

Moments later, a Starbucks barista handed them each an on-brand free drink card for their next visit. The card read: “A cup should never be half empty… We apologize if your Starbucks experience was anything but wonderful.”

When you delight a customer, they tell 10 people. When you disappoint them, they tell 100. But, when you thoughtfully FIX those inevitable mistakes with smart touch points, they enthusiastically spread the news and become raving fans. The fact that Starbucks was prepared for this eventuality and empowered their team to turn a negative into a positive left us feeling like our cup was overflowing.

UNTIL NEXT TIME

During a “lights out” moment, your customers are upset, BUT they are also engaged and listening – the perfect opportunity to make an impact and distinguish your brand. We can help make sure your integrated brand program is prepared to fill your customer’s cup with unexpected delight – even when the lights go out.

20th Year Flashback No. 10: Seaside Imaging

Apr. 12, 2012 Posted by admin in 20th Year Flashback, Branding, Healthcare

We greatly enjoyed working with Sally Grady, director of imaging services for Florida Hospital Celebration Health, to develop an innovative nature-inspired healing environment for Seaside Imaging – one of the most advanced imaging centers in the nation.

With Sally’s guidance, we created a welcoming, friendly – and sometimes surprising – environment for patients to undergo what can often be clinical, cold procedures. The result was not only a more pleasant experience for patients, but also reduced sedation, reduced costs, fewer cancellations and overall better outcomes.

Thank you Sally for your innovative leadership in healthcare.

20th Year Flashback No. 9: Dr. Henry Wiley

Apr. 06, 2012 Posted by admin in 20th Year Flashback, Branding, Healthcare

We had the pleasure of working with Dr. Henry Wiley, board-certified dermatologist and dermatopathologist, on developing and communicating his brand. With sole practitioner physicians, like many professional services, the person is the brand.

In Dr. Henry Wiley’s case, knowing what his personal brand was greatly influenced the brand of his practice. It was no surprise when we uncovered symbolism for the story of his distinction rooted in how he thoughtfully views and appreciates the world around him.

THANK YOU Dr. Wiley for the synergy we felt with you in creating your brand program. We were delighted to discover a mutual admiration for uncovering truth.

20th Year Flashback No. 8: Beck

Mar. 29, 2012 Posted by admin in 20th Year Flashback, Branding

As we celebrate four fabulous years in our “on-brand” building, we want to thank the team at Beck for partnering with us to create an 8,400-square-foot dimensional expression of our brand. Just as we do with our clients, we used our “brand-walk” process to ensure that every design decision contributed to creating the perfect “stage” for touch points and brand experiences to take place.

It’s no surprise that 80% of our new business is a direct result of our branded building. Our sincere gratitude goes to Mark House, managing director of Florida, and the entire Beck team for their collaborative spirit, incredible talent and continued ambassadorship. Thank you for helping us “connect people to OUR place!”

20th Year Flashback No. 7: Chapters Health System

Mar. 23, 2012 Posted by admin in 20th Year Flashback, Branding

This week we want to recognize Kathy Fernandez, president and CEO of Chapters Health System – one of the largest hospice and palliative care providers in the country.

Through her incredible vision, Kathy has helped her organization break out of the healthcare “template” to provide the very best care. This high standard and focus on the people Chapters Health serves drives their every decision.

We thank Kathy Fernandez, Andy Lutton and the whole Chapters Health team for showing us that being ahead of the curve means taking the time to do the right thing.

20th Year Flashback No. 6: Publix

Mar. 15, 2012 Posted by admin in 20th Year Flashback, Branding, Food & Beverage, Positioning, Product

Publix, the largest and fastest-growing employee-owned supermarket chain in the country, lives their company brand statement every day: “Where Shopping Is A Pleasure.” Working with Tim Cox, Publix director of creative services, and his team has given us incredible insight into how that statement permeates throughout the organization.

We’ve collaborated with Publix Creative Services in helping to produce their store branded product packaging throughout the years and what a pleasure it’s been. Thank you, Tim, for your thoughtful and inspiring leadership and for showing us what living the brand is all about.

Walk the Walk with Incredible Touch Points

Mar. 12, 2012 Posted by admin in Branding, Interaction, Product

How does Timberland make 450 pounds of discarded drinking bottles and recycled steel mesh into a brand experience? Impressively, we think.

With soles made from recycled plastic bottles, their new Earthkeepers line of boots and shoes is encased in an eco-friendly, engaging booth – part art-installation and part pop-up-retail – revealing the real soul of this new line. They literally turn “trash” into treasure.

The treasure and story continue with meaningful touch points like a Community board to help local partners, flooring from salvaged barn wood and energy-efficient LED lighting. Earthkeeper Brand Activists even reward consumers for their “Random Acts of Earthkeeping” and set up bean bag toss games outside the booth. The product – visible through peep holes and displayed inside the booth – is celebrated and the brand magnified by each thoughtful touch point.

What you say is important, but HOW and WHERE you say it has the potential to knock your customer’s socks (and shoes) right off. What hidden treasures does your brand have just waiting to be discovered?

UNTIL NEXT TIME

Branding is about knowing who you are and living your brand – really walking the walk. Let us take a walk in your shoes and help you reveal the hidden treasure in your brand.

20th Year Flashback No. 5: Carlton Fields

Mar. 08, 2012 Posted by admin in 20th Year Flashback, Branding

We are so honored to celebrate our nine-year relationship with Carlton Fields – an innovative and client-focused law firm with offices in Florida and Georgia. Twice during the past nine years, Gary Sasso, president and CEO of Carlton Fields, has trusted Walker Brands with evolving one of the firm’s most valuable assets – the brand of Carlton Fields.

As the market changed and clients’ needs changed, Gary understood that the Carlton Fields brand should stay true to its rich heritage, but also evolve. We worked closely with Gary and the Carlton Fields team to bring their vision to life in a way that represents the true, innovative spirit of this firm. THANK YOU, Gary, for your inspirational leadership.

20th Year Flashback No. 4: The Heart Ball

Mar. 01, 2012 Posted by admin in 20th Year Flashback, Branding

In 2008, we were honored to work on a creative platform for the American Heart Association’s annual fundraiser — the Tampa Bay Heart Ball, co-chaired by Gary and Karen Sasso.

Nancy Walker and Cynthia Gandee, executive director of the Henry Plant Museum, co-chaired the communications effort and although there was great complexity in the logistics of this major event, the simplicity and power of the “heart” would balance it all. By staying authentic to the brand and celebrating the heart as the unifying symbol in a new and special way, we were able to help create a meaningful event that raised more than $640,000 to increase prevention and help fight heart disease.

Thank you to the American Heart Association for the inspiring work you do and for the memory of a special night.