Tag Archives: steve jobs

brand leadership

Strong brands have strong leaders with strong personalities. This branded leadership will help organizations succeed because the audience will have confidence that the leaders will respond to their needs.

colonel sandersLeaders of the organization (at all levels) can influence brand perception. How they exercise that influence can have positive or negative effects.

But where does this leadership come from? There are three primary sources:

Shoppers trust Joe down at Joe’s Butcher Shop more than the corporate meat cutter behind the glass at the Mega-Low Mart. The product is similar in both instances. Why is there a major perception difference? It’s because shoppers perceive Joe as a guide, curator, and maybe even a friend. His personal integrity stands behind his product. The meat at the big box store is presented as a faceless commodity.

And the naysayers say…

“Well, okay, of course the small mom & pop business can do this stuff, right? That’s their strength. Major national brands can’t do it.”

Perhaps you’re reading this post on a product you picked up down at Steve’s Apple Store.

Steve Jobs was defined by Apple and Apple will always be defined by Steve Jobs (and Woz). Jobs’ personal credibility bled through to the brand. While he was infamously a hands-on micromanager in development and design, he didn’t personally sell iPhones, Macs, and the rest to consumers….Or did he?…You saw the personal connection between him, the brand, and consumers at when he unveiled a new Apple product when he was alive and you certainly saw it when he died.

You’ve seen this strong personal leadership that crossed the veil into the brand at several strong corporate entities. Tony Hsieh at Zappos. Richard Branson at Virgin. Herb Kelleher at SouthWest. Oprah at … Oprah. All individuals whose personal leadership made those brands great.

And the naysayers say…

“Well, okay, of course the founders of these companies made a huge impact on the corporate brand. But our founder is ____. (boring / evil / dead / etc) We can’t do it.”

No doubt Henry Ford, in his day, made as much or more of an influence on his company as any of the people I mentioned above. His influence on the Ford brand is finished. But with social media connections to people like Scott Monty (@ScottMonty), there is a personal leadership and connection to the brand. Through an effective social media strategy, consumers can talk “personally” to a brand and feel a one-on-one connection that is similar to Joe down at the butcher shop.

Another point to remember is that brand leadership happens at every level of the organization. The barista that you interact with every morning who knows your name and you know theirs is more of the face of Starbucks to you than Howard Schultz is. Develop a corporate culture that helps the people who are ambassadors of your brand (employees, volunteers, other customers, and more) show brand leadership.

People want to interact with personalities, not corporations. No matter where the leadership for that personality comes from, organizations will benefit from it whether it be from an employee empowered corporate culture, an interactive social media presence, or a visible dynamic founder.

three commencement addresses that are worth your time

‘Tis the season for people to sit in hot black robes and listen to vague motivational pomptitude (and circumstanitude).

Out there in the cultural zeitgeist, I think there are three commencement addresses that are worth your time. These three are good; not only for recent graduates, but also for anyone who needs some business motivation.

To satisfy the Apple fanboys, I’ll list Steve Jobs’ 2005 Stanford Commencement Address first. It consists of three stories, and I like the first one best. You never know what connections from the past will come together to create new ideas. Here’s the text of the speech or you can watch it here.

Conan O’Brien’s 2000 Harvard address is mostly jokes and very funny. (naturally) But it actually contains one of the best messages that a twenty-something or anyone can learn: Failure is necessary to succeed.
The quality of the video below is poor so you’ll find the text version is better.

The odd thing about Conan’s speech is that he gave it about ten years before the Leno / Tonight Show fiasco. It’s been his only commencement speech until this year when Conan is scheduled to address the graduates of Dartmouth. It will be interesting if he expands on his theme. (UPDATE: He did.)

“Everybody’s Free (To Wear Sunscreen)” was originally a 1997 column in the Chicago Tribune, but Baz Luhrmann reworked the column as a spoken word / musical track on an album. The track became a worldwide radio hit in the summer of 1999. It became an ear rut for me that year in my radio days. The lyrics contain many truths.

One of the final verses of Sunscreen pretty much captures the essence of all commencement addresses…

Advice is a form of nostalgia, dispensing it is a way of fishing the past from the disposal, wiping it off, painting over the ugly parts and recycling it for more than it’s worth.