Citizen Brand

Lee National Denim Day - 2008

Tim Daly and Chandra Wilson will be our ambassadors for the 2008 edition of Lee National Denim Day.  The TV docs are teaming up to tell America to wear their jeans on October 3 and give five bucks to fund critical research in the fight against breast cancer.

This is the 13th year for Denim Day.  Lee Jeans and Barkley created the program in 1996 and today it is a model for grassroots cause branding programs.  Our partner, the Entertainment Industry Foundation and its Women's Cancer Initiatives use the millions of dollars raised to fund collaborative research teams at a dozen leading cancer research institutions nationwide.

As our client at Lee, Liz Cahill said, "We've learned from our incredible team of scientists in Lee Labs that just like jeans, one cancer treatment does not fit all.  Through our Lee Labs for translational research, the early detection blood test, and our work with the National Breast Cancer Coalition, we're making a significant impact in finding and treating this disease in its many different sub-types and arming people with the information they need if they're faced with a diagnosis."

Companies, organizations or individuals wanting to form their own teams can begin signing up June 5th at denimday.com.  And then be ready to wear your jeans and make a difference.

Cause takes Windy City by storm

The Cause Marketing Forum circa 2008 is in full swing in Chicago.  Barkley hosted the opening reception last night.  Our theme was a 'Cause Art Gallery' and in addition to a few highlighted causes, Kansas City artist Mike Savage came along with us and produced a stunning cityscape of the Chicago skyline which has been donated to the Chicago Children's Museum for them to auction off and raise money for their worthy cause.

There were many great presentations today.  One that stood out in my mind was the peek behind the curtain of the great campaign being rolled out by St. Jude Children's Hospital.  Behind the networking and celebrity power of Marlo Thomas, St. Jude utilizes all aspects of marketing communications to raise awareness and money for their cause.  An important dynamic of their campaign is the utilization of other celebrities that could be the precursor for transitioning from one face and voice to many faces and voices.

McDonald's was given the Golden Halo Award this year.  It's interesting to note that the Ronald McDonald Charities are a separate organization from McDonald's and in fact, the company supplies only ten percent of the funding for the Charities.  But the power of a brand name makes up for actual cash in a case like this.

I had to leave for a flight to the west coast before the final presentation of the day about Dove's Real Beauty campaign.  Stacie Bright of Unilever, who was part of our Barkley/PRWeek Cause Roundtable last fall, is speaking far and wide about this groundbreaking cause campaign.  It's a great example of how cause is changing from the days of transactional cause fund raising to a deeper program driving social change.

It was great to catch up with people who I have come to know over the years in the cause arena.  It's always good to see Carol Cone who paved the way for all of us in cause.  I also finally met Joe Waters, a fellow cause blogger over at Selfish Giving.  We have commented on each other's ideas, pointed to each other's posts over the past couple of years but had never met.  Joe presented a breakout today on the great Halloween Town program he and his team run at Boston Medical Center.  Joe is a great cause ambassador and a guy who practices what he preaches every day.

This was a special CMF because we used it at Barkley PR as our annual retreat.  We had almost all our partners from the PR firm with us in Chicago.  It was a great opportunity for all our pros to interact with other cause marketers and also see that the work they do each day at Barkley is part of something bigger than just our programs.

Cause Marketing Forum - 2008

I am in Chicago at the 2008 Cause Marketing Forum and I'm not on my own.  In fact, the entire Barkley PR team is in Chicago for the Forum.  We take a retreat each year and this year we achieved a dream I have always had of putting everyone on a plane for a retreat.  This is the year.

It is fitting that the planes we stepped on have brought us to the Cause Marketing Forum.  Cause branding is an integral part of who we are at Barkley.  We have been a part of the Cause Marketing Forum since its inception earlier this decade.  For the first time, the Forum's annual conference will be held outside of New York City, another sign that cause is now mainstream.

Barkley is hosting the opening reception tonight and our team has created a compelling theme for the attendees to enjoy.  Think of what a cause art gallery might look like and you will begin to see the picture.  Art is subjective.  What might look like a pair of jeans to one person may look like a way to fight breast cancer to another.  A simple tube of lipstick?  The means to fight ovarian cancer.  A red dress?  You get the picture.  And stay tuned here on Citizen Brand because we will be reporting the goings on in Chicago and we will have some art to go with it.

Cause is here to stay.  If you have yet to board the train, it is time.

A Super Bowl idea....take II

The writers strike has impacted Citizen Brand.  It's rerun night.  I was thinking back to two years ago and the Super Bowl.  It was on February 7, 2006 that I suggested in this space that perhaps there might be an advertiser out there who would consider spending their money a bit differently on the Super Bowl.  Here is my rerun:

Really smart advertisers in the future might consider this scenario:  Budget enough money to buy four 30 second spots - say $10 million - but only buy one spot and donate the rest to a worthy cause.  Then take your one 30 second spot and promote that cause.  The company could start a campaign a week or ten days before the game promoting it through every avenue available to them and continue it right through the game and beyond.

Then imagine what a Super Bowl five years down the road might look like if it started a trend and think of all the good that could come of that approach.  And imagine what the public would think of the companies who took this approach.  And how it would make all the employees of those companies feel.

Who wants to start?

There is one difference.  The cost of a Super Bowl spot this year is $2.7 million.  Seems like an even better idea given the cost is going up.  I repeat - Who wants to start?  Anyone?

March of Dimes

Today, one of America's great nonprofits starts a new and exciting chapter in its 70 year history.

Our client, the March of Dimes is launching its re-brand today.  All of us at Barkley are incredibly proud to be partners with them in this effort.  You can read about it all right here.

We want you to be able to experience the re-brand today and share it with your friends, families, post it on your blogs, etc.

There are so many new things going on with the March of Dimes and here is how you can experience the changes for yourself.

Visit marchofdimesbaby.com to experience our newly created campaign site – a fascinating site geared toward what “mom” or soon to be “mom” is wondering about.

Visit marchforbabies.org to experience the name change and re-brand of WalkAmerica to March for Babies.

Visit the March of Dimes YouTube site to watch the television PSAs, Shoes, Soccer and Dumbbell and forward to all of your friends.

See page 89 of O Magazine for our first print PSA placement for March for Babies..the first time MOD has been included in O.

Google March of Dimes and see all the great media placements that are starting to come in about the re-brand and March of Dimes offering new resources for pregnancy and baby health!

The March of Dimes solved polio; has sponsored Nobel Prize winning research; and is out there fighting everyday for stronger, healthier babies.  Every parent to be or parent in the world should turn to the March of Dimes to find out what they need to do to best ensure a healthy pregnancy and healthy baby.  And every grandparent, uncle, aunt, sister, brother, neighbor or friend of those parents to be and parents should check out the March of Dimes too.  It is a deserving and worthwhile cause.

Jayhawk Journalists

Sunday, I had the privilege of making remarks at the December graduation ceremonies for the William Allen White School of Journalism & Mass Communications at KU.  Dean Ann Brill asked me earlier this year if I could make it and I enthusiastically said yes.  Following a very warm introduction by Professor Bob Basow, here is the brief speech I made to the 60 graduates plus their families, friends and faculty gathered in Woodruff Auditorium at the Student Union on the University of Kansas campus in Lawrence.

2007 William Allen White School of Journalism and Mass Communications
December Commencement Address
December 9, 2007
Woodruff Auditorium at the Student Union
University of Kansas

Thank You:

Professor Basow – “Bob”
Dean Ann Brill
Distinguished faculty of the Journalism School
Parents, family and friends of the graduates
And most importantly – the graduates.

To say it is an honor to be standing here today is an understatement for me.  I have always been a Jayhawk.   And in the 8th grade I decided I wanted to be a broadcast journalist.

So attending the University of Kansas was a foregone conclusion, especially when I realized I would have the opportunity to attend the best Journalism School in the country.   There may be others that lay claim to that – but I truly believe it and here’s why.

Today you are graduating from a journalism school that has never simply focused on theory and philosophy.  There is plenty of that taught here as it needs to be.  But what you have gained from attending KU and the William Allen White School of Journalism is a plethora of practical applications and learnings along with the theory and philosophy.

The advantage you had by being able to apply what you are learning while still in school positions you to be successful more quickly than you might otherwise be. 

And for that you have this group of people behind me on the stage to thank.  This is a great faculty and you are the representation of their effort and time.

I stand before you today a product of this great school.  I came in with my sights set on becoming the best broadcast journalist I could be.   What I didn’t realize is that what I was really learning to do was not simply to become a reporter – but instead I was learning how to tell a good story.

I was learning how to research information – how to dig for facts.  I was learning how to take those facts and pick out the ones that mattered most to people and deliver that information.  Over the years, even though my jobs have changed – I still am doing those same basic things every day.

As William Allen White said once – “If the facts are fairly and honestly presented; the truth will take care of itself.”  That philosophy still works today even though the communications profession has changed dramatically from his day.

That is the beauty of the world you are entering.  Regardless of what you want to do first – a journalist; a marketer; a public relations professional; a webmaster; or a film maker – you are in the business of telling a good story.  A story that needs to be educational; compelling;   a story that will inform and perhaps move people to form opinions and even take some sort of action.

That is why I am as excited today about this wide open world of mass communications as I have ever been.  And you should be too – because you are now going to help shape its future.

So what would a good graduation speech be without some advice.   I have been the beneficiary of some great mentors and advisors over the years.  I will try today to give you a little of what I have learned in the hope that something will resonate with you as you head out to begin your careers.

My advice today centers around some of our core philosophies that make Barkley the kind of company it is.  These are philosophies that drive our business – philosophies that shape our relationships with each other and with our clients – and finally these are philosophies that form the foundation of our work.

As I thought about this talk today – it became clear to me that they also could form the building blocks for each of you to consider as you head out to begin the next chapter of your lives.

When you walk through our front door at Barkley right now, there is a telephone booth standing right in front of you.  I’m wondering right now if any of you have actually made a call from a telephone booth.  Next to that phone booth is a sign that espouses our core philosophy at Barkley – Every idea has an expiration date.

Think about that for a minute.   By taking the attitude that ideas can expire, it forces you to keep things fresh all the time.  What worked yesterday may not work today.  And more importantly – what is working today may not work tomorrow.    How does this apply to each of you as a new graduate?

When you land that first job – and you will land that first job – be the person who is the most curious.  Be the person who is constantly staying abreast of the latest trends.  Be the person who seeks out a mentor or two to learn as much as you can as quickly as you can.

In other words  -- keep yourself fresh and up to date – and your thinking will be fresh and up to date.  Don’t put yourself in a position where you are behind the curve or else you will be left behind in this fast paced world we live in.

My second piece of advice revolves around our brand promise to our clients.  We promise our clients that our goal for them is to make them irreplaceable to their customers.  It is not enough today for a brand to simply be relevant.  The brands that are successful today are the ones that people cannot imagine living their lives without. 

That is what you have to do when you land your first job.  And Mom and Dad – they will land their first job.  Be the person who volunteers to work on the extra project.  Be the person who organizes the social activities at work.  Be that person who is a sponge for learning the ropes of the business – who asks the extra question that everyone else in the room is afraid to ask.

It is the little things that will make you irreplaceable.  Attending to the details will allow you the opportunity to be in the room to help come up with the big ideas that can make a difference.

My final piece of advice is to always give something back to the community around you.  As Bob mentioned, we are big into cause branding at Barkley.  I’m proud of the work we are doing because it is more than simply selling another product.  We are helping to educate, inform and raise money for important causes.

And you need to be the generation that solidifies this emerging trend of corporate and nonprofit partnerships that are not only good for them but are great for society.  The beauty of giving back is that it really is up to each of us to take a small step each day to do something good for someone.  It is the cumulative impact of each of our small, individual steps that turns into a stampede of giving that makes a difference.  Get involved and stay involved as you walk off this campus.

So there you have it.  Three pieces of advice.    One --Don’t let yourself become an idea that expires. 

Two -- Make yourself irreplaceable --- not only in your work – but also to your family and friends --- and

Three -- always, always be giving something back to the rest of society.

I will end with three words.  Three words each of you have said many times in the last few years.  And three words that tie us all together wherever we go and whatever we do as alumni of the University of Kansas.  Some think it is simply a cheer.  But we know different.  It is our calling card. 

Rock Chalk – Jayhawk.

Thank you and good luck.

Be memorable in the mark that you make

If your best customer asked you, "What do you stand for?" Do you have an answer?

Trust. Credibility. Authenticity. These are the hallmarks of great public relations campaigns. None of them are easily attainable. And all require a lot more strategic thinking than simply sending out a few news releases. Yet there are still people out there who believe that public relations is still making sure the media is informed of an organization’s activities. Not so anymore.

An organization that wants to gain its fair, or more than its fair,  share of the customer’s mind today has to think about more than simply making sure the media knows what it is doing. It is not about just developing and delivering a message. It is about listening and finding ways to engage with customers.

Companies must be connecting with their customers emotionally and intellectually, as well as through the pocketbook. The key is to find ways to engage them in two-way communications or activities.

Today with the same retailers in strip malls on every other block in every city of every state, brands are more local than government. In order to remain viable, brands must be more attuned and responsive to the public. 

The solution is a marketing strategy to forge an emotional connection between a brand and its customers—cause branding.

A brand with a focused cause branding strategy aligned with a specific cause that is relevant to consumers can take the next step and stake a claim in the minds of consumers. “Brand X was there for us when the storm hit. It financially supports programs to improve adult literacy. Brand X is giving back to the community and investing in our future. I will support Brand X and tell my friends and family to do the same.” This is the potential impact on reputation that a focused cause branding program can have.

Cause Branding is a continuous, 365-day-a-year association with a cause via internal and external programs. In the purest form, a brand brings its core values to life by supporting a cause or nonprofit partner that embodies those same values. It is a true branding endeavor to align a cause and a brand’s support for that cause in the consumers’ minds. It is linkage:  Ben & Jerry’s and the environment; the National Football League and United Way; Lee Jeans and breast cancer. Lee National Denim Day was created 12 years ago and today it is considered by experts to be one of the most successful cause branding programs ever. Learn more about it and why it works.

Just how important is cause branding to your customer? What are other corporations doing to connect? Discover the latest research in the 2007 PRWeek/Barkley Cause Survey.

And then challenge yourself to figure out whether or not you have an answer to the question, "What do you stand for?"

2007 PRWeek/Barkley Cause Survey

This week's edition of PRWeek has the 2007 edition of the Barkley Cause Survey.  This is the third year of our partnership with PRWeek to add to the conversation about cause branding and its growing influence in the world today.  This year, we conducted a roundtable discussion featuring cause leaders from agencies, corporations, non-profits and the media.

You can download a pdf of the PRWeek/Barkley Cause Survey here or if that doesn't work, go to the Barkley website.

I'm on the road this week, but will comment more in the coming days on what we learned and what we think it means.  One thing we know for sure is that cause is not going away.  It continues to gain stature as an authentic way for companies to give back; for non-profits to grow their missions; and, for we as consumers to get engaged in the things that make a difference to us.

Cause it's the right thing to do.....

Check out Razoo.com and their $10,000 contest to engage us to get more involved.  Razoo is a a new web platform designed to mobilize people for positive social change.  Or if you want to dip your toe in the Razoo water, you can check out their blog and see what they are all about.

This is also a great time to remind you that Lee National Denim Day is Friday, October 5.  This is the 12th year for this great grassroots program that has raised over $67 million dollars toward research and education about breast cancer.  There is a new way for you to get involved in Denim Day this year in addition to your workplace.  You can start your own team and get your friends, family or even strangers involved in helping to fight breast cancer.

Perhaps the coolest thing about Lee National Denim Day now is where your dollars are going.  The Entertainment Industry Foundation has launched its Women's Cancer Research Fund. Focused on early detection of cancer, the initiative is supporting EIF's Breast Cancer Biomarker Discovery Project—an ambitious, groundbreaking scientific project where a group of internationally recognized scientists and clinicians from some of the best scientific institutions in the world are collaborating to develop a blood test that will detect breast cancer in its beginning stages, when survival rates are highest.

I had the opportunity to hear a presentation from the group of doctors from the best universities and hospitals in the USA who are conducting this research.  The work they are doing will yield important results and it is so gratifying to be able to tell each person who donates five dollars and wears their jeans on Denim Day this year that their donation is making a REAL difference in the fight against breast cancer.

If your company has yet to sign up for Denim Day, please take the lead and get them to sign up and if you work from home - create your own team.  Either way, you will know you are doing something good.

The real reason to give back

Finally, we know the real reason why we should give back to society and do good.  It makes us feel better.  Thanks to Joe for the pointer.

This just in from Reuters.....

CHICAGO, Illinois (Reuters) -- Knowing your money is going to a good cause can activate some of the same pleasure centers in your brain as food and sex, U.S. researchers said Thursday.

People who participated in a study got a charge knowing that their money went to a charity -- even when the contribution was mandatory, like a tax. They felt even better when they voluntarily made a donation, researchers found.

Ulrich Mayr, a psychology professor at the University of Oregon, said the research sheds light on the nature of altruism and could help people feel better about being taxed.

"It shows that in an ideal world you could have a tax situation where you could be a satisfied taxpayer," said Mayr, whose study appeared in the journal Science.

The women were shown their money automatically being transferred from their account to a local food bank.

When the money reached the food bank account, it activated portions of the brain -- the caudate nucleus and the nucleus accumbens -- known for pleasure. The effect was even greater when the people got to choose to give the money away.

"What is interesting is that these pleasure areas are for really basic needs, like food, sex, sweets, shelter and social connection," Ulrich said in a telephone interview. "It's the area that tells the brain what is good for us."

As it turns out, "That very same brain area not only tracks what is good for us, but what is good for others," he said.

He and colleagues were hoping to find out whether there was something in the act of giving itself -- and not just the social and egotistical reward of being a philanthropist -- that offers satisfaction.

"The fact that we find pleasurable activity in those mandatory tax-like situations strongly suggests the existence of pure altruism," he said.

Of course, simulating a tax is quite different from paying taxes to a government with policies you may or may not support, he noted.

"What it shows is that, in principle, we are capable of feeling good about doing our share," he said.

"The question is, 'Why is it that so often we feel bad about filling out our taxes?' Our study shows it is worth looking for an answer."

I always wondered what my caudate nucleus and nucleus accumbens were for......