Recently, I wrote a post about the meaning of branding. Here is the first of two examples of the branding process.

CJE transitioned from being part of Arizona State University to a stand-alone organization. I was the industry chairman during this transition. I called for a facilitated session on the strategic planning going forward (key in this was the brand development elements).

Here are a few links with information worth looking at:

http://www.jocexcellence.org/strategic_plans.htm

http://www.jocexcellence.org/documents/CJE_Strategic_Plan_Session.pdf  

http://www.jocexcellence.org/documents/Elevator_Pitch_CJE_12-2-08.pdf

Prior to this effort we had no clear understanding of the organization's focus, what the members want from us, etc. After going through the strategic planning process, we defined the brand to mean education and sharing best practices in JOC. One key brand platform is the website www.JOCexcellence.org, where the design, flow and message were driven by the brand vision. A second example where brand drove the elements was the development of a new simplified logo (the old one showed skyscrapers being built, when we do not support skyscrapers being built).

The strategic effort has helped time and time again. When we are challenged to change or take action, we always go back to "What does this mean to the brand/what are the brand impacts-good, bad, risk, alignment?"

David Carrithers is vice president of marketing at Centennial Contractors Enterprises where he leads daily operations of its corporate brand management, market development and sales programs. Carrithers has over 25 years of experience in marketing and new business development. Carrithers has managed brand assets valued in the multi-billions of dollars, including the brands of American Express, MasterCard, General Motors, AT&T, Air Products & Chemicals, Motorola, Bell South, M&M Mars, Rich Products, Xerox, Diebold and American Cyanamid. Carrithers has been awarded two US Patents, and is recognized as an industry expert in customer and employee loyalty programs in the US. He is the global creator of the first stored-value cards and gift cards. He presents on business management, project management, relationship management and brand and product development. Carrithers has also served as industry chairman for Center for Job Order Contracting Excellence, a board member for the Alliance for Construction Excellence and IFMA Industry Ambassador to China in 2007. He blogs at www.CentennialNOW.blogspot.com and tweets @CentennialNOW.

Comments (0)

Subscribe to this comment's feed

Name

Email

Comment

smaller | bigger

Subscribe via email (registered users only)

I have read and agree to the Terms of Usage.

Write the displayed characters

Add Comment