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Walking the Talk:
The Power of Brand Belief, Brand Behavior
and CEO Embodiment
A conversation at Stanford with Rob Schwartz
CEO TBWACHIATDAY
The Company We Keep
3TBWACHIATDAY 3
1. 4 Stories
2. Framework for brand success
3. Case discussion
Today
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?
5TBWACHIATDAY 5
6TBWACHIATDAY
Framework for
Brand Success
Brand Belief
CEO
Embodiment
Brand
Behaviors
Brand
Success
7TBWACHIATDAY
8TBWACHIATDAY
Apple
Think Different
Be
Different
Act
Different
Brand
Success
9TBWACHIATDAY
Brand
Belief
TBWACHIATDAY 10
TBWACHIATDAY 11
TBWACHIATDAY 12
13TBWACHIATDAY
Apple
Think Different
Be
Different
Act
Different
Brand
Success
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
TBWACHIATDAY
Brand
Behaviors
15
Fewer products
Augmented by powerful
ecosystems
TBWACHIATDAY
Brand
Behaviors
16
Fewer products
Augmented by powerful
ecosystems
Ecosystems includes
packaging
3.5 mm Apple unboxing
videos on YouTube
TBWACHIATDAY
Brand
Behaviors
17
Fewer products
Augmented by powerful
ecosystems
Ecosystems includes
retail experience
18TBWACHIATDAY
Apple
Think Different
Be
Different
Act
Different
Brand
Success
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
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
21TBWACHIATDAY 21
Brand
Embodiment
22TBWACHIATDAY
Success
Act
Different
TBWACHIATDAY
Brand
Success
23
317,000,000
355,000,000
575,000,000
1,000,000,000+
TBWACHIATDAY
Brand
Success
24
50,000,000,000+
17,500,000,000
37,250,000,000
TBWACHIATDAY
Brand
Success
25
Remember that one week
where Google
was more valuable
than Apple?
26TBWACHIATDAY
27TBWACHIATDAY
T-Mobile
The Un-Carrier
Magenta
Man
Listen
Do
Shout
Brand
Success
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
29TBWACHIATDAY
Framework for
Brand Success
The Un-Carrier
Magenta
Man
Listen
Do
Shout
Brand
Success
TBWACHIATDAY
Brand
Behaviors
30
TBWACHIATDAY
Brand
Behaviors
31
TBWACHIATDAY
Brand
Behaviors
32
Trolling competitors
TBWACHIATDAY
Brand
Behaviors
33
Trolling competitors
Skywriting “End Overages Now” over
Verizon headquarters
TBWACHIATDAY
Brand
Behaviors
34
Trolling competitors
“Verizon Earnings Call game was so
fun”, so here’s another one for the
AT&T earnings call
Walking The Talk
TBWACHIATDAY
Brand
Behaviors
36
Employees
Reversed T-Mobile’s policy of not
allowing its store employees to have
tattoos and piercings
37TBWACHIATDAY
T-Mobile
The Un-Carrier
Magenta
Man
Listen
Do
Shout
Brand
Success
TBWACHIATDAY 38
TBWACHIATDAY 39
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
TBWACHIATDAY 41
CEO Debut at CES
in Vegas
Brand
Embodiment
TBWACHIATDAY 42
43TBWACHIATDAY
Brand
Success
43
44TBWACHIATDAY
Brand
Success
44
45TBWACHIATDAY
Brand
Success
45
T-Mobile ranked highest
among the four major
U.S. wireless providers
46TBWACHIATDAY
Brand
Success
46
47TBWACHIATDAY
T-Mobile
The Un-Carrier
Magenta
Man
Listen
Do
Shout
Brand
Success
48TBWACHIATDAY
49TBWACHIATDAY
Volkswagen
The People’s Car
Internal
Squabbler
Race for No. 1
Brand
Success
?
TBWACHIATDAY
Brand
Belief
50
The people’s car.
TBWACHIATDAY 51
TBWACHIATDAY
Brand
Belief
52
Unabashedly embracing
what makes Volkswagen
different
TBWACHIATDAY
Brand
Belief
53
Unabashedly embracing
what makes Volkswagen
different
54
55TBWACHIATDAY
Volkswagen
The People’s Car
Internal
Squabbler
Race for No. 1
Brand
Success
?
TBWACHIATDAY 56
Number one in global sales
8% Profit
Most satisfied customers
Happiest workers
Source: CNBC
VW’s Objectives
TBWACHIATDAY 57
TBWACHIATDAY 58
TBWACHIATDAY 59
TBWACHIATDAY 60
TBWACHIATDAY 61
The lie: VW’s pollute 40X
more than the norm
1 in 4 cars in Europe
11 milion cars worldwide
TBWACHIATDAY
Brand
Behaviors
63
64
Brand
Behaviors
TBWACHIATDAY
TBWACHIATDAY
Brand
Behaviors
65
“Volkswagen should use simple ads that hark
back to those early days to rehabilitate its
tarnished image.”
TBWACHIATDAY 66
TBWACHIATDAY 67
Ok, so tons of activity right?
TBWACHIATDAY
Brand
Behaviors
68
69TBWACHIATDAY
Volkswagen
The People’s Car
Internal
Squabbler
Race for No. 1
Brand
Success
?
TBWACHIATDAY 70
CEO Resigned
US CEO Resigned
March 2016 US sales: -12%
71TBWACHIATDAY
Brand
Success
TBWACHIATDAY 72
TBWACHIATDAY 73
Steve
Legere
Elon Musk
Mary Barra
Dov Charney
WW__________D?
74TBWACHIATDAY
75TBWACHIATDAY
American
Apparel
Fashion:
Democratized.
Localized.
Le DisruptorFor the people.
Made by the
people.
Brand
Success
?
76TBWACHIATDAY
Brand
Belief
Fashion: Democratized. Localized
77TBWACHIATDAY
Brand
Belief
78TBWACHIATDAY
Brand
Belief
79TBWACHIATDAY
Largest clothing
manufacturer in the US
Brand
Behaviors
80TBWACHIATDAY
American
Apparel
Fashion:
Democratized.
Localized.
Le DisruptorFor the people.
Made by the
people.
Brand
Success
?
TBWACHIATDAY 81
Sweatshop free
Pays workers more than minimum wage
Healthcare
Subsidized meals
English lessons
Brand
Behaviors
Walking The Talk
83TBWACHIATDAY
For the people.
Made by the
people
84TBWACHIATDAY
Brand
Behaviors
Ads featured non-
traditional models and
didn't airbrush
85TBWACHIATDAY
Brand
Behaviors
Brand stood for
social movements
86TBWACHIATDAY
Brand
Behaviors
Brand stood for
social movements
87
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
89TBWACHIATDAY
American
Apparel
Fashion:
Democratized.
Localized.
Le DisruptorFor the people.
Made by the
people.
Brand
Success
?
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
91TBWACHIATDAY
TBWACHIATDAY 92
Lawsuits
Sexual Harassment
Racial Slurs
Sexting
CEO
Embodiment
93TBWACHIATDAY
Chapter 2 = Chapter 11
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
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
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
TBWACHIATDAY
Brand
Behaviors
97
Store employee
recruitment
Job applicants submitted
full body photos
TBWACHIATDAY
Brand
Behaviors
98
Advertising
• Banned in Britain
• Sexual harassment
charges from models
• Underage models
99TBWACHIATDAY
Brand
Success
100TBWACHIATDAY
American
Apparel
Fashion:
Democratized.
Localized.
Le DisruptorFor the people.
Made by the
people.
Brand
Success
?
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…
102TBWACHIATDAY
Framework for
Brand Success
Brand Belief
CEO
Embodiment
Brand
Behaviors
Brand
Success
103TBWACHIATDAY
@Schwartzie14
CEO, TBWAChiatDay New York
Thank You.
@TaraHagan
Director of Business Analytics, TBWAChiatDay New York
Walking The Talk

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Walking The Talk

Hinweis der Redaktion

  1. http://www.forbes.com/sites/stevedenning/2014/03/07/why-tim-cook-doesnt-care-about-the-bloody-roi/#42c8b93040b3
  2. http://www.forbes.com/sites/stevedenning/2014/03/07/why-tim-cook-doesnt-care-about-the-bloody-roi/#42c8b93040b3
  3. http://www.statisticbrain.com/apple-computer-company-statistics/
  4. http://www.statisticbrain.com/apple-computer-company-statistics/
  5. http://fortune.com/2016/02/03/apple-facebook-amazon-google/
  6. https://newsroom.t-mobile.com/news/att-earnings-call-the-drinking-game.htm
  7. https://www.washingtonpost.com/news/innovations/wp/2014/01/09/t-mobiles-john-legere-brilliantly-transforms-into-a-rebel-ceo/
  8. https://newsroom.t-mobile.com/news-and-blogs/tmo-highest-ranked-customer-service-jdp.htm
  9. http://www.bloomberg.com/news/articles/2015-10-05/evoking-think-small-urged-as-primary-vw-message-post-crisis
  10. http://www.bloomberg.com/news/articles/2015-10-05/evoking-think-small-urged-as-primary-vw-message-post-crisis
  11. 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
  12. https://en.wikipedia.org/wiki/Dov_Charney
  13. http://www.huffingtonpost.com/entry/american-apparel-lawsuit-dov-charney-sexual-harassment_us_5617c6dce4b0082030a2067d http://www.nylon.com/articles/dov-charney-sexual-harassment-lawsuit
  14. 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
  15. 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
  16. http://gawker.com/5323472/we-predict-more-lawsuits-in-dov-charneys-future
  17. http://www.huffingtonpost.com/2012/12/05/american-apparel-sexy-ads-asa-child-models_n_2243360.html