Brand Matters : An Optimism Retrospective

Was 2009 a glass-half-full or a glass-half-empty year for your brand?

So, the real question is not how deep your pockets are or how large your team is. Or whether you are a B-to-B direct seller or a financial services firm. Or a publisher, wholesaler or a nonprofit. Rather, are you a glass-half-full-company that starts things?

Take a look at a few companies that have things to share about what they started in 2009.

The Franchisor: Three Dog Bakery
According to Laura Brady, vice president and general manager of franchise bakery operations for Three Dog Bakery (www.threedog.com): "Despite all the negative news stories regarding consumer retail spending, Three Dog Bakery recognized the opportunity to drive traffic to its franchise stores in this lackluster retail environment with an on-trend product launch. In late spring we rolled out three new, all-natural dog treats and food aimed at consumers wanting a healthy choice for their dog. While it might have been a risky time to launch a new product, consumers responded favorably to our new Lamb Entrée (wet dog food), Wheat Free Lamb Bakery Blend (dry dog food), and Gracie's Garden Sweet Potato and Carrot Chews helping Three Dog Bakery franchises exceed sales expectations in a tough economic environment."

The Nonprofit: Christian Brothers Services
Pamela D. Mott, chief human resources officer for Christian Brothers Services (www.cbservices.org), a nonprofit comprehensive benefits firm, shares: "The majority of our 195+ workforce are long-term employees, though about 25 percent have been hired within the last five years. Our rebranding process provided the opportunity to bring the groups together to share their CBS experiences and, most importantly, to learn from one another's interactions with customers.

"The rebranding process gave us not only a fresh, new look—new logo, tagline, Web site and print materials," Mott continues. "Foremost, the process gave us a shared experience with a renewed focus on our customers and the employees who serve them; a strengthening of our identity as a Christian Brothers organization; and a renewed sense of pride in the good work we do in support of the ministries of our customer organizations. The launch of our new look was a true celebration."

The Publisher: Saint Mary's Press
For John Vitek, president of Saint Mary's Press (www.smp.org), 2009 has been a year full of many new starts: "This has been an opportunity to take a good look at where we're spending our time and resources. Yes, we've reorganized some positions out of the company, but not to save money—rather, to make sure we're highly focused on those things that are critical for future success. We've set out a bold, aggressive goal for leading our industry in the fledgling digital landscape. Yes, we've cut costs from nonessential areas—those areas that build up during more comfortable times—but more important, we're hiring and committing to expenditures that will position us to be relevant to our customers regardless of the economic landscape.

"Too many organizations get caught up—stuck, really—in the uncertainty, trying to cling to 'yesterday' or worrying about 'tomorrow.' The problem, of course, is that they miss the incredible opportunity that is right in front of them, right now. The key is to maximize every moment, focusing on what we can do excellently today! We must recognize that there are no guarantees. We do the best we can with the information we have at hand and apply our collective insights, today."

So, as you think about what you'll start in 2010, remember what Helen Keller said: "No pessimist ever discovered the secrets of the stars, or sailed to an uncharted land, or opened a new heaven to the human spirit." May 2010 be a glass-half-full year for you and your brand. yy

Andrea Syverson is president of IER Partners, a strategic consulting company in the Rocky Mountains specializing in innovative brand and merchandising matters. She may be reached at asyverson@ierpartners.com.