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What comes to mind when you think of Nike?  A swoosh… Michael Jordan… Tiger Woods?  And what about Apple?  Do you envision an apple missing a bite… or Steve Jobs?  Examples of brand icons and corresponding iconic figures are endless.  My question is what happens when the later takes precedence over the former?

The recent Tiger Woods saga may shape your initial opinion, and for good reason.  There has never been an iconic figure more impactful on the brands he/she represented or the industry as a whole.  And though this example represents an extreme, there are countless accounts of brands suffering at the expense of those who misrepresent them publicly.

But where’s the application for smaller to medium brands?  They aren’t participating in major endorsements and aren’t often in the mass media space…  so what’s the relevance?  Enter social media.

As more brand leaders participate in social media, the line between the brand and its people continues to blur.  In many ways this is a positive thing as brands are now demonstrating more personality and authenticity than ever before.  And though it’s not an endorsement, there is a parallel in that brands leaders are becoming the faces of brands.

Whenever people become brand icons it creates a risk in sustainability.  Brand image is a mainstay, but people may come and go.  And if they go what implications does this have for the brand?  Could it effect the organization like an endorsement deal gone bad?

I’m not advocating against social media.  Brands cannot afford to not participate in the social space.  But a balance must be created between a brand and its representatives.  Those brands continuing to take the laissez-faire approach miss opportunities to shape the face of their brand.

“If a man is called to be a street sweeper, he should sweep streets even as Michelangelo painted or Beethoven composed music or Shakespeare wrote poetry. He should sweep streets so well that all the hosts of heaven and earth will pause to say, ‘Here lived a great street sweeper who did his job well.’”

- Martin Luther King, Jr.

Corporate and individual donations are a must with any natural disaster. Responding to the need is the moral thing to do. Haiti is no exception and daily newscast seem fairly balanced between reports of the disaster and requests to donate.  It is no doubt a good time for air time for those corporations with a conscious.  In years past the loudest voices were that of relief agencies like American Red Cross, OxFam, and Heart to Heart International who took to the airwaves with little requirement of news agencies to do their bidding.  Today relief agencies reach out to existing donor networks and rely on news agencies via “good” PR engines to do their bidding.  And it seemed to work well for a few years. Nothing better than news media agencies growing a conscious. ENTER SOCIAL MEDIA…

The intentions were good and the information initially posted was correct, but similar to telling a secret to the first person in a line, by the time the secret passes from person to person on to the back of the line it changes and adapts to something that is close to the original, but still incorrect.

This is what has happened in the days following the Haiti disaster.  Company after company has spent countless hours correcting inaccurate data shared through social media sites.  Wouldn’t if be great if it all could be true.  For example, UPS announced a $1 million cash donation and in-kind donations to several relief organizations but was surprised to later hear via Twitter that it was also offering free shipping to Haiti for any box with a postage fee of $50 or less.

American Airlines offered bonus miles to consumers making donations.  250 bonus miles for a gift of $50, or 500 miles for a $100 gift.  American Eagle immediately sent planes with 30,000 pounds of water, food and supplies each day. But many Twitter users were told the airline was offering free flights for doctors and nurses to Haiti. The company rushed to set the record straight letting Twitter followers know that free flights weren’t being offered.  Talk about running the risk of diminishing its original generous offering. Not to mention bad PR.

I’ve given much thought to what might be in store for 2010.  And for more reasons than I can list here, it certainly seems as though the digital wave has finally hit the shore.  Imagine, we just might spend more time this year getting back to the basics of “Building Brands People Love” and thereby spending less time experimenting with ‘digital’.  No doubt digital is now the lifeline for most things social, and I pity any brand manager who has yet to walk through the door. But much is yet to be said about how best we can communicate with customers in 2010.

Here is my conclusion…  “Treat new customers like old customers, and treat old customers like new customers”

In 2009 social media became the great equalizer; and not necessarily for a purpose of fairness.  It remains very difficult to touch, converse, and sustain authentic relationships between brand and customer.  And no matter the number of unique audiences your brand might reach, all customers fall into two categories; existing customers or prospective customers. This is where your attention should be focused.

Make sure there is a chair for each at the table… Now, what can your brand do for them?

Early last year I shared 9 suggestions for ‘09.  It was amazing how many times throughout the year I referred back to these suggestions.  I reviewed them recently and, although they needed a few tweaks, they remain relevant for 2010. I also added one more suggestion so the title was a bit more appropriate for 2010…

Here are my 10 suggestions for 2010.

1. ARRIVE EARLY  - Expect that 2010 will be shorter than all  years before.  Don’t succumb to the temptation to procrastinate.  Be the first to arrive at everything; not just meetings.  Be early for new initiatives, new thought leadership, new campaigns, new ideas, etc.
2. MORE MARKETING. LESS ADVERTISING. -  With each new initiative, ask yourself the question, have I ‘been there; done that’?   If you could be certain that this recovering economy was solely to bring about change in consumer behavior (and I am still convinced that it is), what would you consider for this year as opposed to last years approach?
3. REVIEW YOUR RELATIONSHIPS.  - Are you certain of the value you receive from your relationships?  Are the painful clients/customers profitable?  Are your vendors circling around to ensure they can retain your business?  Dismiss clients/customers that aren’t profitable.  If they do value your services, they will seek to rectify the problems.  Look at where you spend money and how you receive money, ask yourself the question, do I really feel value from this relationship?  If not, replace it.
4. MAKE A DECISION AND MOVE ON.  -  Years ago I received some simple advice, “always look at mail only once (paper or electronic).”  Not a day goes by that I am not reminded of that great advice.  Very few issues in life (including mail) require more than a first review.  Read it once, decide, and move on.
5. READ MORE THAN EVER BEFORE.  -  I was recently challenged by a friend to read ‘a-book-a-week’ this year.  While I thought I read as much, in hindsight it’s actually more like 30-35 books a year. 52 books in one year is really not that much, only about 45 pages per day.  You might need to quit surfing and reading so many useless articles and blogs (uh hm).   It’s a worthy goal!  (personal note: I did not read my quota in 2009, but came close. I did introduce the Kindle into my life which created many more opportunities to reach my goal - maybe this year.)
6. QUIT MAKING ASSUMPTIONS.  - One of the most pathetic symptoms of ‘average’ is ‘making assumptions’.  I’m sure you’ve heard the saying, “Never assume, it makes an ASS of U and ME.”   It’s really true; when so few people are offended by questions.  In fact, most people appreciate and enjoy someone who takes interest and asks questions of them.  It’s okay to ask.  If you want fewer mistakes, quit assuming, ask more questions.
7. STAKE YOUR EXPERTISE.  -  Last year, I read ‘Outliers’ by Malcolm Gladwell.  His main point is that it takes 10,000 hours of practice to become an expert at anything. The real point for me was “you are or you aren’t”; an expert that is.  At Premier Studios we often define an expert or professional as someone who is capable of calling upon their talent at a moments notice and producing an outcome within a defined, reasonable, time frame.   What are you good at?  Do you have 10,000 hours of practice?  If not, how close are you?  This could be your year. Know your expertise.  Stake your claim.
8. IMPROVE YOUR MEMORY.  - There are numerous tidbits of advice out there for improving your memory.  Some suggest improving your sleep habits. The latest study shows more exercise might help.  We’ve heard it all.  However, the secret to improving your memory is very simple.  Never lie about anything.  So often I see people subtly manipulating others into perceiving situations as they would like them to see.   I believe this trait comes from a lack of energy or interest (laziness) for communicating clearly and completely with others.  Or they hope to prevent an assumed response from someone (refer to suggestion #6) , so they adjust the facts instead.  Whatever the situation, don’t do it.  Honest communication will improve your memory dramatically.
9. PAY IT FORWARD.  -  Many of us are hoping and praying that 2010 will be a better year than 2009 and the economy will cross the wake, gaining a much-needed momentum.  We each have endured our share of financial uncertainty as the re’a'cession (yes you read that correctly) changed everything. Much of what needed to be corrected is now underway, however many are still in great need; without employment and struggling to get by.  Let’s not forget this reality.  If you are alive and well in the USA, you are very blessed and most likely have something to give. Find someone in need and ‘pay it forward‘.
10. MAKE AN APPOINTMENT WITH DEATH.  -  Sounds a little strong I know.  But it’s too important not to state strongly.  Life is a vapor and time moves so quickly.  It is appointed unto men once to die (Hebrews 9:27).  Along with taxes, it is inevitable - right?  I recently looked at the average life expectancy for American males (77.8 years).  I went immediately to the calendar, did the math, and November of 2041 suddenly had a new meaning for me.  Of course, that’s all things being average.  Which I doubt most would say about me - or you.  So, if 2010 were your last year, what would it need to be?   I love the old Irish proverb, “work like you don’t need the money, love like you’ve never been hurt, and dance like no one’s watching”!