Brand Spanking » Brand Spanking

OMG: Oh My GAP!

Belinda Yeager Carter — Tue, 08 Jun 2010 19:53:34 +0000

Yes, Gap is again searching for a new agency to generate creative ideas for their upcoming campaign. This is their strategy to reach their goal of increasing sales. I guess it is hard for a one-time market leader to actually do something different.

To save me from repeating myself, here’s last year’s blog: The Challenger Gap!

I still have my 1988 Gap jean jacket. It is increasingly becoming buried in the back of my closet. But as a loyalist, I’m still rooting for you, Gap. If this year’s campaign doesn’t work, maybe you’ll think about a brand spanking.

Class of 2009: Brand Yourself

BreAnn Decesere — Fri, 20 Nov 2009 17:16:54 +0000

As I stood with my fellow graduates from the Class of 2009 on our graduation day, I saw two emotions simultaneously from every single one of us: excitement and fear – pure, unmistakable fear.

No one was asking each other what they were doing after this milestone, because no one had any more plans than the person beside them (for the most part).While many chased after any job they could find, I followed the road less traveled with an internship at Fitting Group. And I haven’t looked back from the world of Brand Spanking since.

I knew that a few days a week interning in an industry I love was way more beneficial to me than a job that I hated. But as I spent more quality time with Brandee and the crew, I learned that Brand Spanking doesn’t end after companies or big-time consultants “get it” – branding is important for EVERYONE, especially new grads.

Personal branding is necessary for all recent or soon-to-be graduates who think they will get their dream job based on their completion of a degree alone. While the current economy and less-than-prosperous job market do prey on even the best and the brightest, we all need to remember that bare minimum work rarely gets anyone to where they want to be. Simply completing what is required doesn’t make you a respected leader, young or not-so-young; make the most of every opportunity available.

We as college graduates should take advantage of all valuable ways to become smarter, stronger and more prepared – whether high-profile or not, paid or not. Every individual – not just companies – needs to know where they stand, where they want to go and what resourceful paths will get them there. So if the job market’s got you down, here are a few simple things you can do for a little personal Brand Spanking:

Volunteer for an industry-related professional event, committee or organization – not only will you gain experience, but you would also have the opportunity to network with potential employers in an informal setting. Bottom Line: Get off the computer and DO something to gain reputable experience!
Do not settle for a job that could compromise your integrity – times are tough but it can only hurt your personal brand in the long run if you go against your beliefs and values for a paycheck.
Google yourself – if you don’t like what you see, make every effort to change it – chances are employers have seen this before. Also, social media is no longer just for college kids, so get over it and present yourself like a potential employee.

So, fellow graduates, be proud of your hard-earned accomplishments and future goals as part of your personal brand. Every individual has their own reason to move forward – so push forward with conviction. As for me, I plan on swearing by leather and whips until they no longer let me in the building.

Can the G-20 Elevate the Brand of Pittsburgh?

Belinda Yeager Carter — Thu, 27 Aug 2009 15:31:17 +0000

All eyes will be on Pittsburgh the week of the G-20 Summit in September, and local government officials, community leaders and the media are talking about what an opportunity this is to elevate the perception of Pittsburgh to something more than a dirty old steel town. Pittsburgh is not the market leader when we think of US cities. It’s definitely not the biggest. It’s not top-of-mind. And it certainly has never been thought of as the most prestigious. These characteristics make Pittsburgh a Challenger Brand city, and they’re why we must break the rules to take our rightful place in the market — as the most innovative and marketable city in the US. (Dream Big! Brand Spanking® Cardinal Rule #4*).

So as we prepare for, market to and engage our world leaders, I suggest we Tattoo our Values on our Foreheads! (Brand Spanking® Cardinal Rule #2). Every one of us is a potential touch point for Pittsburgh, and we need to engage our audience every chance we get — and we should do it proudly.

Yes! We should scream our values from the top of every building and Mt. Washington! (Thanks, Bayer)
Yes! We should talk to our visitors about our three rivers, green building initiatives, non-profits, sports and all of the reasons we call Pittsburgh home! (Evoke a Strong Emotional Response. Brand Spanking® Cardinal Rule #3)
Yes! We should befriend, follow and link in with all of the interesting people we are sure to meet during the G-20 to keep the conversation going! (Use Social Networking to the Max. Brand Spanking® Cardinal Rule #5)
We should not sit by quietly and hope the world notices! (Think like a 2-year-old. Be rebellious. Brand Spanking® Cardinal Rule #1)

So don’t hide in your house, scoot out of town or bury your head in the sand until it’s over. Get out there and be an ambassador! You can help elevate the Pittsburgh brand!

*These are the five Cardinal Rules of Brand Spanking® that we live by and encourage our clients to follow.