gunnyg
11-07-02, 09:30 AM
A Civilian Perspective Of the USMC.
by Dick G
Dick G (Login Dick Gaines)
Forum Owner
A Civilian Perspective Of the USMC.
The All-American Brand
by Kristine Kirby Webster
The other night I was sitting and knitting, and working mentally on a
presentation I am putting together. Specifically, I was trying to
encapsulate in a few points the hallmarks of a great brand. I decided
that a great brand is enduring, establishes affinity, and engenders
loyalty.
After mulling over these hallmarks, I found myself wondering what I
would consider to be the Great American Brand. Would it be Sears, the
original catalog powerhouse? All the Ma Bells, the forerunners of
telecoms today? Would it be McDonald's and their ubiquitous arches? How
about Coke and their national and global reach? No. The great American
brand, in my eyes, is the United States Marine Corps.
Now, I can almost hear many of you saying, "Wait just a minute,
Kristine....the Marines don't sell anything! How can it be the Great
American Brand?" I admit it. When most people think of branding, they
think of it as a part of a sales plan, one designed to generate
profits. But brands needn't be about sales. As the hallmarks of a great
brand demonstrate, the bond and the relationship created is the most
important goal of a brand. It can't be stated enough: the true promise
of a brand is only realized through the customer-brand experience and
the resultant relationship.
The Marines are the smallest of the U.S. military services. But if you
were to gauge size merely by the number of bumper stickers on cars
across America, the Marines would win hands-down as the largest. And
the Marines aren't content to simply rest on their historic laurels.
They consistently promote their brand through multi-channel marketing
efforts (both externally and internally) more precisely and effectively
than any other service, and many organizations.
Perhaps that is why they have numbers such as the following that would
make any for-profit business jump for joy:
* The Marines have consistently met their monthly recruiting goals for
more than seven years running.
* For the Fiscal Year 2003 (which started October 1, 2002), there are
6,100 openings for Marines wishing to re-enlist during this year. As of
October 11, 2002, more than 5,100 Marines had requested re-enlistment.
At that rate, three weeks into their fiscal year they would meet their
annual goal. (Talk about excellent retention!)
One of the main functions for success in branding is consistency. The
Marines have had some form of the Eagle, Globe, and Anchor logo since
their founding in 1775. The Commandant of the Marine Corps always has
the license plates "1775" on his vehicle. Almost all Marines begin or
end all conversations, correspondence, etc. with "Semper Fi," their
motto ("Semper Fidelis," meaning "always faithful"). And, of course,
who can forget the Marine Corps bulldog? All of these symbols combine
to reinforce the brand and serve as markers of loyalty and a sense of
community.
In their book, The 22 Immutable Laws of Branding, Al and Laura Ries
note that "if the entire company is the marketing department, then the
entire company is the branding department." This is absolutely true of
the Corps. Each Marine is a walking, talking advertisement, and a
persuasive one at that. The Marines understand the importance of their
brand--both externally and internally--more than any other service, and
more than most companies. To the Marines, their brand is a living,
breathing, historically-based but constantly evolving thing.
Every strong brand today recognizes that the brand is not a static
thing; it needs to be constantly evolving to meet the needs of their
customers, and it needs to be nurtured and promoted in order to endure.
The Marines understand the need to go out and find those Marines of
tomorrow. They are sponsors of such events as the X Games, NASCAR, NFL
Football, and other sporting events that are attractive to their target
audience.
They don't just sit around waiting for candidates; they use the
proactive nature of their brand and message and mission to go out and
attract people who want to be Marines. They promote not only the
tangible benefits of the brand--the uniform, the respect, the ability
to serve your nation, and a chance to see the world, but also the
intangible--the feeling of pride, of belonging to a select group, of
aspiring to be someone great. (Another Marine tag line is "The Few, The
Proud, The Marines.")
They also use their proactive nature to "keep" the Marines who have
served in the past. Have you ever heard the oft-said phrase, "Once A
Marine, Always A Marine?" The Marines make great efforts to retain the
affinity and relationship between the Corps and the Marine even after a
person's active service is over.
To this end, they have a program called "Marine for Life." The Marine
for Life program's mission "is to provide sponsorship for our more than
27,000 Marines each year who honorably leave active service and return
to civilian life in order to nurture and sustain the positive, mutually
beneficial relationships inherent in our ethos 'Once A Marine, Always A
Marine.'"
The Marines clearly understand the importance of relationships,
longevity, and of loyalty. Besides being a force to be reckoned with on
the battlefield (pun intended!), they are a force to be reckoned with
off it. They have a large contingent of Marines--past and present--as
well as their families, whom they can rely on to, promote the needs and
the vision of the Corps, from the halls of government to the smallest
farm communities, from inner cities to Fortune 500 boardrooms. The
amazing reach of their message is only superseded by their consistency
of purpose and message.
What can your brand learn from the Marines?
That consistency is vital, that loyalty is a valuable asset, and that
relationships created in the brand promise and delivered on by the
brand fulfillment are lasting. That treated well, you can create and
have customers for life.
So, perhaps your brand needs to go to boot camp and learn some brand
promotion and loyalty techniques from the Marines. Is your brand up to
the challenge?
Kristine Kirby Webster is President of The Canterbury Group, Ltd.
(TCG), a full service direct marketing agency and consultancy
(www.canterburygroup.net <outbind://12/www.canterburygroup.net>).
TCG specializes in non-profit fundraising and relationship marketing
programs. She can be reached at Kristine@canterburygroup.net
Kristine@canterburygroup.net>>;
A Marine recruiter could use the above.
Posted on Nov 7, 2002, 10:26 AM
from IP address 66.133.132.236
******************
Note:
I think it was Kruschev who said something to the effect, All Merchants Are Thieves...
Apparently, the fat, little commie SOB may have been right!
-Dick
by Dick G
Dick G (Login Dick Gaines)
Forum Owner
A Civilian Perspective Of the USMC.
The All-American Brand
by Kristine Kirby Webster
The other night I was sitting and knitting, and working mentally on a
presentation I am putting together. Specifically, I was trying to
encapsulate in a few points the hallmarks of a great brand. I decided
that a great brand is enduring, establishes affinity, and engenders
loyalty.
After mulling over these hallmarks, I found myself wondering what I
would consider to be the Great American Brand. Would it be Sears, the
original catalog powerhouse? All the Ma Bells, the forerunners of
telecoms today? Would it be McDonald's and their ubiquitous arches? How
about Coke and their national and global reach? No. The great American
brand, in my eyes, is the United States Marine Corps.
Now, I can almost hear many of you saying, "Wait just a minute,
Kristine....the Marines don't sell anything! How can it be the Great
American Brand?" I admit it. When most people think of branding, they
think of it as a part of a sales plan, one designed to generate
profits. But brands needn't be about sales. As the hallmarks of a great
brand demonstrate, the bond and the relationship created is the most
important goal of a brand. It can't be stated enough: the true promise
of a brand is only realized through the customer-brand experience and
the resultant relationship.
The Marines are the smallest of the U.S. military services. But if you
were to gauge size merely by the number of bumper stickers on cars
across America, the Marines would win hands-down as the largest. And
the Marines aren't content to simply rest on their historic laurels.
They consistently promote their brand through multi-channel marketing
efforts (both externally and internally) more precisely and effectively
than any other service, and many organizations.
Perhaps that is why they have numbers such as the following that would
make any for-profit business jump for joy:
* The Marines have consistently met their monthly recruiting goals for
more than seven years running.
* For the Fiscal Year 2003 (which started October 1, 2002), there are
6,100 openings for Marines wishing to re-enlist during this year. As of
October 11, 2002, more than 5,100 Marines had requested re-enlistment.
At that rate, three weeks into their fiscal year they would meet their
annual goal. (Talk about excellent retention!)
One of the main functions for success in branding is consistency. The
Marines have had some form of the Eagle, Globe, and Anchor logo since
their founding in 1775. The Commandant of the Marine Corps always has
the license plates "1775" on his vehicle. Almost all Marines begin or
end all conversations, correspondence, etc. with "Semper Fi," their
motto ("Semper Fidelis," meaning "always faithful"). And, of course,
who can forget the Marine Corps bulldog? All of these symbols combine
to reinforce the brand and serve as markers of loyalty and a sense of
community.
In their book, The 22 Immutable Laws of Branding, Al and Laura Ries
note that "if the entire company is the marketing department, then the
entire company is the branding department." This is absolutely true of
the Corps. Each Marine is a walking, talking advertisement, and a
persuasive one at that. The Marines understand the importance of their
brand--both externally and internally--more than any other service, and
more than most companies. To the Marines, their brand is a living,
breathing, historically-based but constantly evolving thing.
Every strong brand today recognizes that the brand is not a static
thing; it needs to be constantly evolving to meet the needs of their
customers, and it needs to be nurtured and promoted in order to endure.
The Marines understand the need to go out and find those Marines of
tomorrow. They are sponsors of such events as the X Games, NASCAR, NFL
Football, and other sporting events that are attractive to their target
audience.
They don't just sit around waiting for candidates; they use the
proactive nature of their brand and message and mission to go out and
attract people who want to be Marines. They promote not only the
tangible benefits of the brand--the uniform, the respect, the ability
to serve your nation, and a chance to see the world, but also the
intangible--the feeling of pride, of belonging to a select group, of
aspiring to be someone great. (Another Marine tag line is "The Few, The
Proud, The Marines.")
They also use their proactive nature to "keep" the Marines who have
served in the past. Have you ever heard the oft-said phrase, "Once A
Marine, Always A Marine?" The Marines make great efforts to retain the
affinity and relationship between the Corps and the Marine even after a
person's active service is over.
To this end, they have a program called "Marine for Life." The Marine
for Life program's mission "is to provide sponsorship for our more than
27,000 Marines each year who honorably leave active service and return
to civilian life in order to nurture and sustain the positive, mutually
beneficial relationships inherent in our ethos 'Once A Marine, Always A
Marine.'"
The Marines clearly understand the importance of relationships,
longevity, and of loyalty. Besides being a force to be reckoned with on
the battlefield (pun intended!), they are a force to be reckoned with
off it. They have a large contingent of Marines--past and present--as
well as their families, whom they can rely on to, promote the needs and
the vision of the Corps, from the halls of government to the smallest
farm communities, from inner cities to Fortune 500 boardrooms. The
amazing reach of their message is only superseded by their consistency
of purpose and message.
What can your brand learn from the Marines?
That consistency is vital, that loyalty is a valuable asset, and that
relationships created in the brand promise and delivered on by the
brand fulfillment are lasting. That treated well, you can create and
have customers for life.
So, perhaps your brand needs to go to boot camp and learn some brand
promotion and loyalty techniques from the Marines. Is your brand up to
the challenge?
Kristine Kirby Webster is President of The Canterbury Group, Ltd.
(TCG), a full service direct marketing agency and consultancy
(www.canterburygroup.net <outbind://12/www.canterburygroup.net>).
TCG specializes in non-profit fundraising and relationship marketing
programs. She can be reached at Kristine@canterburygroup.net
Kristine@canterburygroup.net>>;
A Marine recruiter could use the above.
Posted on Nov 7, 2002, 10:26 AM
from IP address 66.133.132.236
******************
Note:
I think it was Kruschev who said something to the effect, All Merchants Are Thieves...
Apparently, the fat, little commie SOB may have been right!
-Dick