Who would have thought when the confectionary giant Mars launched a new campaign in 1995 for computer animated “spokescandies,” it would become the center of a Super Bowl commercial 17 years later—and all the hype to go with it.  These color-animated candies recruited some of the biggest names in Hollywood as celebrity voices.  Including Jon Lovitz, John Goodman and the late Phil Hartman.

What is it about these colorful little characters that makes us want to purchase everything from coffee mugs and apparel to collectibles and racing gear.  The answer is easy—the brand.

Mars brings the M&Ms brand “personality” to life through animated characters who speak to all ages and create funny, clever even a little racy moments that we can all connect with. All that and what we are really taking about is just candy-coated chocolate!

At HEASLEY&PARTNERS, we believe that great brands are built on three essential brand elements.  The first is a brand must be genuine, so you can’t fake it.  The second is meaningful, it must mean something to the people it serves.  And, the third is a brand must be different—different from anything else out there.  The M&M’s brand, and its lovable little characters, has all characteristics and they own this product segment.

Hershey has candy coated chocolates similar to M&Ms, but few would know it. And who cares? They’re the “kiss” people. In Hershey, Pennsylvania (also known as Chocolate Town, USA) the street lights are kisses. Hershey is genuinely about kisses, just as Mars is about M&Ms. Of course this should lead you to ask, “What am I about? What’s my product about? My company?” Do you think Mars would be spending the big bucks on Ms. Brown unless they knew their brand? Of course not. How much money are you wasting promoting your business without knowing what you stand for? Even one dollar is too much.

So, what will Ms. Brown have to offer?  Will she show us her vulnerable side? Will she connect with fans?  How will she be different? I think she wears glasses? From her close friends and colleagues, “Ms. Brown is very intelligent and has a sharp wit.”  She has been behind the scenes as “chief chocolate officer” for decades, and has finally decided to come out of her shell (no pun intended).

All we know is…if she is anything like her colorful counterparts, I’m sure she will not disappoint us.  We will have to wait until February fifth to find out.   Until then…

What is branding?  Heart & Mind® Branding.

Our newest favorite is AudioNote, a notepad and voice recorder app for our iPhones and iPads. Before this amazing app was discovered deep within the App Store we were using Livescribe pens and notebooks. To be honest we thought Livescribe was the coolest thing since smart phones. It allowed us to record our meetings and notes simultaneously then review them later on, or share them with others. Yet since we are an environmentally conscious, green and 90% paperless office, we didn’t like that we had to take our notes on paper. We wanted the whole operation to be digital.

So finally one day the clouds parted and sun shined down upon AudioNote, our long sought after solution. This app allows us to synchronize notes and audio while it automatically indexes our meetings, and we can use our iPhones or iPads to do the note taking. How cool! We then realized that we could sync our wireless Apple keyboards through our Bluetooth in our iPhones to make taking notes even easier. Is this for real?! Although Livescribe was an innovative tool, we can now say good-bye to the piles of notebooks (and their high cost) along with the charging the smart pens. If you want to see how AudioNote works here is a good tutorial video.

Thanks to AudioNote we are now a 98% paperless office. All that’s left is Kleenex! So now I ask, what are your favorite cool tools and gadgets that will make your work day easier and greener? We would love to hear how they help you or if they are just plain fun!

What is branding?  Heart & Mind® Branding.

• For making every football Saturday during my four years at Penn State unforgettable, whether we won or lost, and we mostly won.
• For all he did for the “kids” who towered over him as his Penn State players.
• For  his selfless contributions to support excellence at Penn State.
• For his commitment to academics and the achievement of his players.
• For the way he ran on the field with the team.
• For the thrill of winning a national championship my senior year.
• For giving me a sense of pride in my school that began at age 18 and is still with me today.
• For scaring the crap out of me when I walked down my dad’s basement and glimpsed from the corner of my eye a life-size “pop-up Joe” in the shadows.
• For being a fellow Italian who made my dad proud.
• For being a role model of perseverance.
• For the way 50,000 people in Beaver Stadium would shout “Jopa” and the other 50,000 would shout “Terno.”
• For his rolled up pants, white socks and black shoes.
• For the way he screamed at players who taunted the opponent or celebrated too much.
• For being carried on the shoulders of his team more than once, and the joy on his face.
• For being strong while being humble.
• For his fight and his unwavering loyalty to white and blue.

Thanks for the moments. We’ll miss you, Joe.

What is branding?  Heart & Mind® Branding.

The Promise... a cactus 14" x 17" in a 6" pot with a bow.

Because it is the holiday’s we’ll give the national flower network and the local delivering florist the gift of not mentioning their names.

After about an hour of calling customer service at the national flower network and the local florist who delivered the plant, I got them to agree to send out something that is worth the $40, plus tax my sister paid for a cactus that we could have bought from Home Depot for about a buck-ninety-eight. She’ll be visiting in just a few days and the whole thing would be embarrassing for everyone. Who needs more stress around the holidays?

When you think of a brand, please, keep it simple and use our definition. Just two simple words: The Promise and the Experience. When you think in terms of this, the Promises you put out there and the Experiences you deliver should be equal. In other words, what you promise, you simply should deliver. As I have said many times in this blog, the Experiences we have with a brand do far more to make or break it than any Promise we put out there. Paying attention to the experience your customers have with your brand is the most critical aspect of brand and business building.

The Experience…a cactus 2" x 4" in a 6" pot with no bow.

This is the point that too many people miss. An Experience with your brand is more than just an opportunity to deliver what you promised, and it is more than just an opportunity to wow. It is a “moment” with your brand. That “moment” can be stellar, or it can be horrible–which this one was. Did I really need to spend an hour of my time dealing with a bum flower delivery? Of course not. Will I ever buy from either of these companies? You’ve got to be kidding!

This is the kind of brand experience that gets you blazed on Yelp!, flamed on Twitter, and blasted on Facebook. And it sure demonstrates the importance of enlightening everyone in your company to the higher purpose, the true heart of your brand. I’m sure the CEO of the flower network and the flower shop owner would both be shocked by all this. In all our businesses, it only takes one person who doesn’t care, doesn’t get it and who doesn’t understand the true business you’re in to mess things up. Before you start firing people, it’s not their fault in most cases. It’s the leader’s fault for not enlightening and inspiring them.  Do your employees know what business you are really in? Do you?

As we approach the New Year, make a resolution to not just think of branding as a logo or an ad or the hook that you put out there to snag customers. Think instead of the experience you deliver. When you deliver on your promises you’ll be shocked at how many customers you will attract and how quickly your brand and your business will blossom…just like a Christmas Cactus.

What is branding?  Heart & Mind® Branding.

The reason service plays such a huge role in brand building can be best answered by starting with the basics. First my definition of a brand is simply two words:  the Promise and the Experience.  The Promise is everything you use to telegraph who you are, what you do, how you do it and how much the people you serve will love what you offer. It’s your website, social media; advertising; public relations; business cards; even you and your team’s attire, grooming, attitude etc. These things and the many others that precede you leave impressions whether you know it or not. One question worth asking is, are they leaving the impressions you want? If they aren’t then some Promise work is in order.

The Experience is the follow through on that promise. It’s your product or service, it’s the sales process, the customer service process, the technical support process, the billing process, along with the attitude, the tone the personality of the people you employ. It’s every interaction you and the others in your company have with the people you serve or wish to serve. If you are promising the moon and the sky, but delivering something short of that, then Experience work is in order.

Experiences can happen anywhere and everywhere. Cold Stone Creamery was my client for many years and based on the brand platform, the company was in the “Making People Happy Business.” I would often travel visiting franchisees as part our branding work. I would carry a Cold Stone Creamery briefcase and invariably someone would see it and say, “Hey, Cold Stone! I love Cold Stone!” In those days we encouraged everyone associated with the brand to give people who “showed the love” a Free Creation certificate right on the spot.

So I’d say, “Thanks!” or “Cold Stone loves you too!” and give the fan a free creation. It was a little thing, but imagine what a big thing it is to an airport security check-point worker who mostly deals with people at their worst. Imagine the unexpected surprise and the inevitable conversations that took place about this one little act of generosity.What I just described is a “moment,” a small instance of time, unexpected, that makes someone feel special. Moments generally don’t cost much, they just take understanding and creativity to first discover the company’s genuine brand, and how it is meaningful to the people the company serves and then how to make it different from the competitors. These three words: genuine, meaningful and different are the key to great brand moments that are unforgettable and get people talking. And it’s all that talk that creates buzz and buzz is what builds what we call breakthrough brands.

During the session, I showed attendees how to use our proprietary tool called Moments™ Maps. When HEASLEY&PARTNERS works with a company to build the Experience side of the branding equation, we develop Moments Maps to identify the right moments and infuse them into the sales, service, support, or whatever processes a company wants to bring to life. For most companies, that’s all of them.

The foundation for all of this is HEASLEY&PARTNERS’ Heart & Mind^® Branding, a five-stage process that takes a company from brand creation to brand planning to full execution. Through this process, businesses and people can finally connect heart-to-heart with the people they wish to serve. The heart is where buying decisions are made, after all. We put the “why” behind the “what” and systematize it so companies win through more engaged workforce, less employee turnover, increased productivity, more leads, happier customers, more referrals and increased sales and profits. This is the closest thing I know to a silver bullet in business and it took me decades to bring it to life. Lucky for you, it’s here now.

What is branding? Heart & Mind® Branding.

For some of you the term “higher purpose” may be a foreign one. What I mean by this is “a reason for being greater than yourself.” In the workplace, it’s feeling like you can’t wait to get to work in the morning to start your day and make a difference. It’s feeling like you want to work harder, contribute more, and challenge yourself to become a better you because it matters.  

My father was a high school industrial arts teacher for 32 years.  He went into teaching to share his knowledge of craftsmanship. He was a man who took great pride in creating something by hand, and he believed teaching a trade that students could use throughout their entire lives was a noble mission.  He didn’t become a teacher to make a lot of money, gain status or feed his ego.  My dad went to work every day with a higher purpose and a responsibility to teach and inspire young people and change their lives forever. In his life, he accomplished his mission.

Everyone talks about living a purpose-driven life, but what about a purpose-driven career? Everyone has gifts, something they do well, something they are really good at—such as art, writing, programming, public speaking, people skills—the list goes on and on. Once you identify the gift in yourself, how does that translate into a career that allows you to do what you love and love what your do? Into a business that brings out the best in you and your employees?

Now, I know some of you might be asking,  “Is a workplace like that possible? Aren’t these exceptions?”

To that I answer, “Yes, it is possible and it should be the rule!”  A work environment that inspires employees to want to do more, to contribute to a greater good, pushing them beyond their own limits—where work isn’t just a job, it becomes your life’s work—something we all should experience.  Life is too short to have it any other way.

After 25 years of working in a variety of companies, I finally found one where I can fully use my gifts to contribute and add value with purpose.  It’s a work environment that lends itself to inspiring people and letting them soar beyond their own abilities.  I’m happy to say, at last I have found my place and a company that not only inspires me to a higher purpose, but it teaches other companies to achieve the same kind of power and the same level of success.

At HEASLEY&PARTNERS, we practice what we preach. We work with companies to help build their brands; and one of the ways we do that is by creating work environments that inspire people to want to do more, where employees like to come and work every day and are moved by a higher purpose.  Unless your brand is happening inside your building it can’t happen outside it. When you have employees who are inspired, they work harder, stay longer and you know what…they sell more stuff. Your company becomes more successful.  Here through the work we do, I’ve realized the secret to creating a strong brand, a strong company, and to making life a whole lot easier.

Does your company inspire you to a higher purpose?  As a business owner or leader, what are you doing to instill higher purpose in your business? Let us know.

What is branding? Heart & Mind® Branding.

I guess you can say the Kardashian’s are models, in a way. Kim Kardashian was discovered through an explicit sex video that launched her “claim to fame.” Then, Ryan Seacrest discovered the entire Kardashian clan for a reality show. But what is their brand position, really? What do they stand for? opportunism comes to mind, but I hope there is something more.

To make their brand position even more confusing, I read earlier this week that Celebuzz has teamed up with the Kardashian Kollection and Sears to kick off a t-shirt design contest. What? The winner’s concept will be put into production for the next Kollection line, and they’ll also receive $1,000 to spend at Sears.

Talk about confusing brands! Now the Kardashian’s, Sears and Celebuzz are in the t-shirts business? Which is it then? T-shirts, designer wear, appliances? I’m confused. Maybe you the winner of the $1,000 will buy a new washer or dryer with their new-found fortune?

At HEASLEY&PARTNERS, we work every day defining brands for companies, products, programs  and people. We look for what is Genuine, Meaningful and Different. Is the brand genuine to its audience, meaningful to the people it serves and different than the competition? I don’t believe the Kardashians or Sears are being “genuine” (except for their genuine desire to cash in from from each other). And what does Sears mean to Kardashian fans? What does Kardashian, a brand that’s all about $20 million engagement rings and being married to a pro basketball player) mean to Sears lovers?

Perhaps Sears is simply trying to attract a new, younger shopper and are hoping the K-Kollection can do it, that it’s “different” enough to drive new shoppers. I doubt Sears gave the Kardashian’s fashion foray a home expecting nothing in return; certainly they expect the brand to carry clout.

Before you think I am a Kardashian basher, guess again. I’m a fan, and avid viewer of “Keeping Up With The Kardashians.” They offer a good entertainment reality show. Not many families live the lifestyles they do, have their family dynamics and act out in such outlandish ways. But, that is what makes them entertaining, that is what makes them genuine, meaningful and different as a reality show family. But does it mean they are clothing designers? Does it mean they are a “brand fit” with Sears? Momanager, Kris Jenner may have taken the brand one step too far this time…in the wrong direction.

*Update- With the recent news of Kim Kardashian filing for divorce after only 72 days of marriage, business could be good but the Kardashian brand will most likely be damaged.

What is branding? Heart & Mind® Branding.

People are quick to say Steve Jobs’ mind was his strength. That his genius made him great. I say it was his heart. That’s what pushed him to share his genius with all of us. To push through the obstacles of his business and physical ills and to give the world everything he had in him.

Much will be written about Steve Jobs today and for generations to come. He won’t be forgotten ever. But I know how I’ll remember him. I’ll remember him as a man with heart first and a masterful mind second.

Thank you Steve Jobs for giving your heart to all of us for so many years. Let his legacy be a lasting guide to how all of us can do great things.

What is branding? Heart & Mind® Branding.

He reassured grandma and grandpa that he was eating hearty meals and was safe. With mom he said how much he missed her and that he was doing great and was even having fun! Then with dad he went into more detail about drill sergeants yelling at him; but, that all of his fatherly advice was helping him succeed. When I opened my letter I started laughing, because a brother-sister relationship is very different and even unique…The entire letter was filled with jokes about his fellow recruits, how he needed to hear the latest football scores, and wondering what our dogs were up to…needless to say what he had to tell me, he would have never told grandma, mom or even dad. And if he did it certainly wouldn’t be in the same tone.

Clearly most of us naturally target our messages when we talk with friends and family members and these letters were great examples of that. We all send out different messages every day; either on Twitter, Facebook, email, text message, phone… the list goes on forever. A different tone can not only shape the kind of message your audience receives, but also and most importantly how they react.

During school I wrote in a more serious mood and style for an academic paper, a not-as-serious mood for a blog entry and a light/casual style for an email to a friend. Before I send anything, I always take that extra few minutes to re-read what I’ve written just to make sure I have the right tone and mood.  Is it too sarcastic? Too formal? Too casual? Can the readers relate to this?  It also never hurts to get a second opinion. They may notice an underlying tone that you didn’t. Viewing your work through others’ eyes will give you a new perspective, and even some good ideas!

Here at HEASLEY&PARTNERS we believe in, and deliver, Heart & Mind® Branding. We help and encourage people and businesses to use their heart when writing. When you write with your heart, what you truly feel, your message becomes more genuine, meaningful and different–that is how you stand out from the competition and connect with readers.

Do you have a go-to tone that you use in your writing? Or do you tailor it to each different platform?

What is branding? Heart & Mind® Branding.

I belong to two movie club sites (gofobo and txtmovieclub) so I get the inside track on free local movie screenings.  Last week I went to a screening at the newly remodeled AMC Esplanade where I had the unforgettable “brand” experience of seeing a movie in a soft leather chair that reclined while eating a prime rib sandwich and parmesan fries both of which melted in my mouth.  When I was finished eating, my server brought me a hot, moist towelette to wipe my hands and a side of popcorn drizzled with what I think was white chocolate.  It was dark and all I knew was it was tasty.  As I exited the theatre the attendants wished me a nice day and offered me Ghiradelli wrapped chocolates from their silver platters.  I walked away with my  jaw literally on the ground.

After my AMC Dine-In Theater experience, you can imagine my excitement to learn about their “Free Movies for a Year” Giveaway to kickoff their grand opening.  I read about it on the movie club’s Facebook page; but, I also noticed this incredible offer was posted a number of places online. You can bet I was not going to miss out on this opportunity.  All I had to do was be one of the first 100 guests who dressed up as their favorite movie star or celebrity and they’d give me 24 free admission tickets and 12 free appetizers!  Check-in was at 6am, tickets at 8am, right in time for the morning news coverage.

I set my alarm for 5 am praying that a 30-minute lead time before check-in would be enough.  Well, as if it was the night before Christmas, I woke up repeatedly with excitement and nervousness. “What if I miss out?” “What if I get there too late?”  At 1:15am I decided to just give in and head to the theatre.

Understand, I have spent hours camped out in lines…Big REI member-only sales and iPhone & iPad launches, so you might say I am an experienced “waiter.” I have the drill down: Camping chair?  Check. Laptop? Check. iPhone, iPad and water? Check, check, check.  Oh, and let’s not forget the costume…

Not that Mary Lou Retton is my favorite celebrity, but I had some criteria and some advantages for making that choice. First I needed something comfortable and cool since it was after all, 2 am and believe it or not, still 90 degrees in Phoenix. I had the perfect blue & white lightweight comfort-wear and I’m built for the part–I stand a towering 5 feet.  With anxiousness I arrived at the theatre parking deck and noticed a few cars but certainly not 100, so I was hopeful.  I gathered my goods and headed to the theatre.

When I arrived I was SHOCKED! I was number 11 in line!  How could this be?  Didn’t the other moviegoers and lovers of awesome FREE things see this offer?  By 6 am we were moved downstairs where we were greeted by the press who of course were hoping for a larger turnout for their TV segments.  By 7:30 only 60 people waited in line.  I actually felt sad for AMC and for the people who missed out on this great opportunity. I texted everyone I knew and screamed on Facebook, “GET DOWN HERE!”

When I got to work, treasure in hand, I shared my story with the HEASLEY&PARTNERS team and of course we discussed how this whole episode fit with Heart & Mind^® Branding.  Here was a company that offered up a great movie experience and they staged a worthy promotion to build business. The problem was, unless you already knew how great the experience was the likelihood of you using your “treasure” also known as “sleep time,” to get some FREE tickets was pretty slim. Without the Experience, the Promise of FREE had little value.

At HEASLEY&PARTNERS, we define a brand as the Promise + The Experience. My story shows how important it is, as marketers, to make sure they work together.  I knew how great the experience was at this theatre, so I valued the FREE promise.  The theatre got news coverage out of the promotion and certainly that was an objective, so they scored there. But if their mission was to gain more trial, they did hit their 100 mark–eventually more people showed up once the news aired the story. But the point is, “the experience” is critical to brand success, even when you’re giving stuff away for FREE.  AMC won my heart with the experience first…then the promise. So there’s your answer!

What is branding? Heart & Mind® Branding.