By Emily Valentine (@ebvalentine)

While some companies still see corporate responsibility as fluff, increasing evidence that responsible brands perform better financially than their less-responsible peers means the skeptics are becoming fewer and farther between.

I recently completed an inter-office tour with my CR-expert colleagues to foster dialogue around this topic. The goal of our tour was to assess how our clients currently approach corporate responsibility, and explore how to enhance their efforts in ways that engage employees, satisfy customers and build brand equity.

Over the course of various meetings, we heard questions, concerns and anecdotes that brought to light several do’s and don’ts of corporate responsibility. Following are a few key takeaways:

Corporate Responsibility Do’s

• Do make sure your corporate responsibility strategy is based on sound research and tied to business objectives. My client BISSELL Homecare got this one right early on. Years ago, the company identified pet owners as a key customer group due to the inevitable messes pets bring into homes. BISSELL’s commitment to supporting pet owners and advocating for adoption was affirmed when its research revealed that 38 percent of Americans would add a pet to their home if “cleaning up after them” was easier. This statistic (and those showing millions of pets enter shelters in the U.S. each year) reinforces the company’s contributions to animal rescue groups and efforts to teach Americans that pet clean-up can be simple with the right tools.

• Do clearly articulate your program’s vision and mission, and make sure your approach is highly focused and differentiates you from your peers/competitors. Google gets kudos in this arena for its commitment to supporting members of the LGBT community in countries that criminalize homosexuality. The company clearly articulated its vision and mission in this statement about the launch of its “Legalize Love” campaign last month:

At Google, we encourage people to bring their whole selves to work. In all of our 60 offices around the world, we are committed to cultivating a work environment where Googlers can be themselves and thrive. We also want our employees to have the same inclusive experience outside of the office, as they do at work, and for LGBT communities to be safe and to be accepted wherever they are.

Sure it’s Google, and it can do whatever it wants, but it still deserves a nod for tackling an issue that conservative companies would not. This will truly set its CR program apart and minimize the chance that another big brand will try to play copycat.

• Do seek support of leadership and identify company leaders as spokespeople and “owners” for your corporate responsibility programs. Our client Charles Schwab & Co. offers a great example of the key role company leadership can play in steering CR programs. It promotes financial education and well-being though the Charles Schwab Foundation, and its efforts are bolstered by the fact that Charles Schwab and his daughter Carrie Schwab-Pomerantz have both sat on the President’s Advisory Council on Financial Literacy. Ms. Schwab-Pomerantz also serves as president of the Foundation, speaks and writes extensively about personal finance issues and offers advice for American consumers in her syndicated weekly column, Ask Carrie.

• Do walk the walk before you talk the talk. Make sure your corporate culture supports your corporate responsibility efforts, and involve employees in programs as appropriate. By now, you’ve all seen Chipotle’s “Back to the Start” video, which touts the company’s commitment to sustainable farming. At 6.6 million YouTube views, it’s safe to call it a smash hit … but the only reason it’s been so successful is that it’s backed up with action. Chipotle began moving away from factory farm suppliers 10 or so years ago, and now says it uses “organic and local produce when practical … dairy from cows raised without the use of synthetic hormones … and meat from animals raised without use of antibiotics or hormones.” According to Sustainable Brands, Chipotle also engages employees in its sustainability programs whenever possible. For example, before partnering with a regional group of agricultural, horticultural and recycling operations to start a food scrap program in Cleveland, the company included its employees in a Q&A about the program and their role in supporting it.

• Do include quantifiable objectives and accountability measures in your corporate responsibility plan. This is an important one, because you can’t prove the value or legitimacy of your investment in CR without continually monitoring progress against goals. For large public companies a sophisticated reporting system like Johnson & Johnson’s GRI Index might be fitting, but for smaller companies, a simpler method for measuring improvement would be appropriate.

• Do complement corporate responsibility with cause marketing or sponsorships as appropriate. Here, I’ll go back to the BISSELL example for a minute. To build on its longstanding advocacy for pet adoption, BISSELL has been a 10-year sponsor of the online pet adoption resource Petfinder.com, and just launched a program whereby a portion of all proceeds from pet products sold on bissell.com will go to help save pets. These programs would be worthwhile on their own, but add even more value when paired with the company’s ongoing grants to local and regional animal shelters.

Corporate Responsibility Don’ts

• Don’t approach corporate responsibility as a media relations strategy. While programs involving large grants or major community outreach may garner positive media coverage, publicity should not be the driving factor behind your CR commitment. If it is, you may end up sorely disappointed in the results.

• Don’t inflate your efforts for dramatic effect. Would you exaggerate the value of your company’s assets? Certainly not. So why would you embellish your charitable contributions or environmental practices? As the folks at Enron learned the hard way, you’ll eventually be held accountable for fabrication, so better keep the inflation in check from the get-go.

• Don’t let the lines blur between management’s “pet projects” and the company’s programs. This is a tricky one because, as noted above, you do want management to support corporate responsibility, but not to the point that they hijack your program’s strategy or resources for their own benefit. If you notice this happening, implement a process for vetting pro bono or charity projects to ensure they comply with the company’s CR strategy.

• Don’t assume your investment in corporate responsibility will come back to you in year one. Effective CR programs take time, resources, discipline and oversight … so it’s important to be patient and “stay the course.” Sure, Dow Chemical reduced its energy intensity by 40 percent for a cost savings of $24 billion, but it took them 22 years to accomplish that feat. Your investment will likely pay off, but it won’t happen overnight.

So, now I’ll turn it over to the readers. What corporate responsibility do’s and don’ts would you add to this list?

Photo credits: Chipotle, Google, BISSELL Homecare

 THE BOOZE BIN

By Emily Valentine (@ebvalentine)

Do you remember the first time you tasted rosé wine?

I do. And, no, I don’t mean that swig of Boone’s Farm Wine after a high school dance or the after-dinner “blush” my grandmother makes by pouring white on top of her red.

I’m talking about the crisp, dry, perfect-with-a-picnic-lunch type of rosé produced mainly in Southern France, but also in parts of Spain, like Rioja. It’s not made by mixing, but by crushing dark-skinned grapes and leaving the skins in with the juice for several days before discarding them, allowing them to impart tannin and a rosy color.

In my pseudo-scientific research, I’ve discovered almost everyone has a story to tell about their experience with the pink stuff. From “Hmmm … reminds me of the summer I spent in Spain,” to “yeah, I drank the world’s supply of it at a cookout last night,” rosé is a beverage that knows how to leave its mark.

Experience five shades of rosé on the Georges DuBoeuf website

Wine media have been forecasting a major comeback for rosé in the U.S. for years, and, so far, the sales figures support their predictions. According to a 2012 Nielsen survey, sales of imported rosé swelled more than 26% last year – a growth rate more than seven times that of total retail table wine sales for the same period. The average price per bottle is also steadily rising, indicating consumers’ growing appreciation for premium rosé.

But there are still plenty of Americans who balk at pink wine.

Sales drop off dramatically outside the top rosé-consuming states—New York, California, Massachusetts, Illinois and Florida—and true adoption is concentrated among a few customer groups:

- Europhiles – The primary consumers of rosé in the U.S. are people who’ve traveled to France, Spain or the UK, tasted the good stuff and formed positive associations with it. For them, rosé is all about the experience – enjoying a touch of European flavor in moments of relaxation.

- Wine and Food Lovers – Highly educated wine lovers understand how rosé is made and appreciate its versatility.

- Gen Y Urbanites – City-dwelling millennials are increasingly opting for rosé over the usual alcopops or cocktails.

Its popularity is growing, but rosé still has a significant image problem in the U.S. To reach next-tier customers, imported rosé will need both greater distribution and stronger reputation management.

Baby boomers still tend to equate pink wine with the sugary “blush” wines that began flowing out of California in the 70s, and plenty of Gen-Xers cite bad experiences with pink wine they’ve encountered in tasting rooms or on grocery store shelves. There’s still a lot of bad rosé produced in the world, so if you don’t know what to look for in a bottle, it’s easy to get screwed.

In addition, Rose is hindered by misperceptions about its flavor profile (“ugh, too sweet”), quality (if pink wine is sold at 7-11, how good can it be?) and production (I blame my grandmother).

So, herein lies the opportunity…

From a functional standpoint, imported rosés have a lot going for them. They’re light and refreshing, pair well with a variety of foods and actually have lower sugar content than most white wines.

They also have a built-in premium positioning thanks to their precise, purposeful production methods … and they apparently have a knack for creating memorable experiences.

As a brand marketer, I’d love to see the rosé industry conduct research on current perceptions of their product, evaluate gaps and uncover opportunities for enhancing its identity. Messaging that works for Europhiles and Gen-Yers may not work for next-tier wine purchasers, so rosé producers need to figure out what will … and then craft campaigns accordingly.

Investing in image development and reputation management will help the dry rosé industry build awareness, fight “color profiling,” and ultimately drive sales.

I’ll keep rooting for rosé regardless, because la vie est trop courte pour boire du mauvais vin ….

Photo credits: Gourmet.com, Georges DuBoeuf

Brands and celebrities have long led a symbiotic existence. Whether through paid endorsements or acts of serendipity, stars throughout the years have proven their trendsetting power by driving product sales and putting unknown brands on the map. Consequently, for as long as the concept of brand (or corporate image) has existed, marketers have actively recruited movie stars, athletes, musicians and other pop culture icons to serve as brand ambassadors.

The alcohol industry has never been one to ignore opportunities – from Hemingway and Havana Club rum to P. Diddy and Ciroc, we see countless instances of celebrities and booze brands profiting from one another. Here are a few of the celebrity branding patterns I’ve observed as a marketer, and a few noteworthy examples from the beverage industry:

Paid Endorsements and Co-Branding

How it works: Beverage company wants to revive its image, reach a new demographic or simply grow brand awareness. Company approaches celebrity with a proposal, formal contract and fee schedule … negotiations follow. Eventually, arrangements are made for a series of endorsements via advertising, film, events, media interviews, social media channels and so on.

What it looks like: These types of partnerships are brokered by beverage brands all the time, from Bette Davis and Jim Beam to Kate Beckinsale and Absolut Vodka. One recent example worth exploring is that of French spirit brand Cointreau and burlesque star Dita Von Teese. This strategic alliance has matched two complementary personalities to create alluring co-branded programs that increase exposure for both parties. Thus far, the collaboration has encompassed a “Be Cointreauversial” burlesque tour, which evoked “the Cointreau world” with performances by Dita in cities across the globe; co-branded cocktails including the Cointreau Teese and Cointreau MargaDita; a Travel Essentials promotion with Morgans Hotel Group; and, a pop-up speakeasy in London. And, as a wise colleague recently observed, Dita’s strategic exposure has been instrumental in putting Cointreau back on the map.

Burlesque Star Dita Von Teese As a Cointreau Brand Ambassador

Organic Endorsements

How it works: Celebrity is so fond of beverage brand, he/she mentions it unprompted in an interview or song lyrics or the like. Brand benefits from organic exposure and increased name recognition, awareness and appeal. Sometimes, brand then approaches celeb to discuss further paid endorsements.

What it looks like: Hennessy Cognac and hip-hop culture offer a perfect example of this phenomenon. Bizarre as the connection may be, the French spirit brand’s popularity among younger generations has grown in the last 15 years, and it has rap stars to thank.

Mac Dre was evidently the first to reveal his love of Hennessy through song lyrics and, since then, such artists as 2Pac, Nas, Dr. Dre, Snoop Dogg and Eminem have referenced it in all sorts of *lovely* ways (*note the sarcasm).

Freekey Zekey says, when in doubt, “Blame it on the Henny”

Hennessy’s response to this cultural preference has included sponsoring hip-hop events and establishing Hennessy Artistry, an annual concert series curated and headlined by hip-hop artists and entrepreneurs. In 2010, Hennessy introduced its first new blend since 1961 – Hennessy Black. Designed to be mixed rather than savored, and associated with “high energy” drinking occasions like dance parties in urban nightclubs, Hennessy Black is well-positioned to reach its new target customers.

           Hennessy Before                         Hennessy After

See the UGG story for another example of organic product endorsement leading to brand success.

Brand Extensions

How it works: Celeb rises to fame in the film, music or sports industry and later begins to explore new projects using his/her acquired resources. Upon discovering an area of opportunity (or realizing a new passion), said celeb applies his/her personal brand to create and market a new product.

What it looks like: Just as successful corporations leverage brand equity to extend their business into new realms, celebrities often apply the strength of their personal brands to explore new endeavors. In the spirits space, we see examples of this with Danny Devito’s limoncello, Dan Aykroyd’s vodka and Justin Timberlake’s tequila; in the beer world, there’s Kid Rock’s Badass American Lager and the Hanson brothers’ forthcoming MmmmHop IPA. There are also dozens of celebs who own wineries (Boz Scaggs, Mario Andretti, Sam Neill and more) and/or take pride in making their own wine blends (Joe Montana, Lil John, Carlos Santana, etc.).

One of the few celebrity-made wines I’ve actually tasted is that of musician Dave Mathews, who, in my opinion, sets an admirable example for celebs seeking to blend business with passion and goodwill. In 2000, Mathews partnered with his brother, Peter, and longtime friend Brad McCarthy to establish Blenheim, a small winery in Charlottesville, Va. Dave provided the resources and creative vision while Peter tended the vines and Brad made the wines. Since then, Blenheim has come to produce quality wines well-respected by wine critics as well as local wine drinkers and restaurateurs. The winery’s green architecture and sustainable farm practices show its owner’s respect for the environment and surrounding communities, and its low-profile marketing philosophy is just what you’d expect from Mathews, who tends to shun the limelight.

Dave Mathews’ Sketch of Blenheim Winery

With a fruitful Virginia wine venture under his belt, Mathews recently launched Dreaming Tree Wines, a California-based collaboration that, so far, exhibits many of the same branding principles that have defined Blenheim’s success. I expect the remaining chapters of the Dave Mathews wine story will be anything but boring, so keep an eye on these two brands in the coming years.

Dave’s Brand Extends to Dreaming Tree Wines

If celebrity product endorsements are the oldest trick in the book, then celebrity brand extensions are the newest. Either strategy can flop if ill-conceived or poorly executed, but, as the above examples show, a well thought-out campaign that aligns your brand with the image, culture or worldview of an influential public figure can also yield great advantages in terms of awareness, appeal and relevance.

What celebrity beverage branding trends have you observed lately? Share them in the comments section below.

Photo credits: Cointreau, Rap Godfathers, Hennessy, Blenheim, Dreaming Tree.

My family has been in the naming business of late. Both of my daughters are expecting. Together with their husbands, they have been researching names for the little bundles of joy. Having not named a little one in quite a while, I find that I’m clearly out of the loop on the seemingly endless array of names, many of which I’ve never heard of. Now, I get that John and Mary are just too plain Jane, so to speak, but when my son-in-law proposed the name Link from the video game series Legend of Zelda, I had to say, “Hold on a minute. Let’s think this through.”

Usually I’m in the position of helping healthcare companies rebrand or name new services. So, could the advice I provide clients help my kids through this daunting task? Well, let’s see.

1. The best names are memorable.

A John or Mary could become memorable over time because of their deeds, but we will likely encounter many Johns and Marys in life – what makes one more memorable than the other? A person named Ulysses or Epiphany might do absolutely nothing in life that’s special, but chances are you would remember their names.

Recently, University Health Systems in North Carolina changed its name to Vidant Health. By replacing a very generic name, with a unique name that is distinctive, Vidant has the opportunity to become a more memorable brand.

2. Names should be relatable.

When naming a baby, it’s difficult to know who they will become when they’re grown up. Christening your little girl with a name like Bluebell might sound cute at the time, but ask people to feel confident when Dr. Bluebell is operating on their heart and you’re asking for a leap of faith for sure.

Companies, however, know what they want to stand for and their name should reflect this. Recently, Catholic Healthcare West changed its name to Dignity Health because it ended its affiliation with the Catholic Church. By selecting the name Dignity, the system was able to create a more distinctive name, but one that is still related to its faith-based character.

3. Lean towards timeless over trendy.

Names that endure have a classic value. In addition to meeting the two guidelines above, timeless names are easy to say and spell. They’re not distracting in a cutesy or overly clever way.  Most importantly, some names never lose their luster, because behind the name stands a brand personality that is approachable and respected, while classically modern.

So how does the name Link stand up again these standards? I’ll let you decide. Fortunately for me, the kids have moved on to other choices; ones that certainly will always be memorable to me, but hopefully to others as well.

This week was a hot week for celebrity (and food) news, but it got especially hot in the kitchen as the world was shocked by Paula Dean’s admission that she has Type 2 Diabetes, after three years of, as she put it, “holding it close to the chest.” The Paula Deen, “Hey ya’ll,” “let’s add a stick of butter,” empire was on the verge of succumbing to its own demise. Okay, that’s a little dramatic, but nonetheless, what happens when your brand falls victim to the very thing it’s known for? In this case, it’s Southern cooking and charm versus the very real obesity epidemic (and other related illnesses) plaguing this country.

While Mrs. Deen contributed her onset of Type 2 Diabetes to genetics, age, ethnicity and stress, she emphasized that her diagnosis “isn’t a death sentence,” but it very well could be.

The truth of the matter is that 25.8 million children and adults in the U.S. (8.3 percent of the total population) have diabetes. Seven million still go undiagnosed. Complications from Type 2 diabetes can lead to heart disease, stroke, high blood pressure, blindness, kidney disease and kidney failure, neuropathy and amputation. More importantly, in 2007, diabetes was listed as the underlying cause of 71,382 death certificates and was listed as the contributing factor on an additional 160,022 death certificates.

Although she is working with a pharmaceutical company and introducing a new program for diabetics, “Diabetes in a New Light,” it made me realize – at some point in a brand personality’s career, they’re faced with the decision of staying true to who/what they are or abandoning their identity to continue to be relevant in the marketplace. In Paula Deen’s case, that’s overtly going against the government’s campaign(s) to a healthier America and continuing to push hearty meals with a “Southern flare”.

So, as a brand, how do you decide what to do? Unfortunately, it isn’t as easy as pie, but here are some things you should consider.
Where do you want to be in five years?

What is the long-term effect?
Are you going to put yourself in a position where your business can’t survive? A prime example is Hostess. Deemed as one of America’s favorite snack food brands, the company recently filed for bankruptcy. As Americans moved to eating wheat and whole grain, the company held fast to their iconic white Wonder Bread and cream-filled Twinkies, getting into the whole grain/healthy snack game way too late. Is your company staying relevant and competitive in such a fast-paced, “what’s new, hot and healthy,” environment?

Are you being dishonest with yourself?
Honesty and credibility are probably a brand’s most precious assets. Ask yourself, “Would I invite my brand into my home for dinner?” Ethics is all about what you do behind closed doors. Now more than ever, people not just want but demand honesty and transparency. It’s their expectation. In Paula Deen’s Today Show interview with Al Roker, she insisted, “I’ve always encouraged moderation…I’ve always eaten in moderation…Honey, I’m your cook, not your doctor.” Really, Paula? If that’s the case, should her recipes read with a disclaimer? “Eat in moderation, or may increase risk of obesity, diabetes, heart disease and death.” What if Tylenol would have said, “We’re a pharmaceutical company, not a quality control company”? On the flip side, what if BP would have said, “We’re not just an oil company, we are a partner in making sure the oil industry’s practices are safe and environmentally friendly.” Either way, companies, organizations and celebrities (yes, even celebrities) don’t endure the test of time unless they are true to who they are and take responsibility for the greater good of mankind.

The media might not be so easy on you.
Paula Deen oozes Southern charm, so it wasn’t hard to believe that Al Roker only pitched softballs. You, on the other hand, might not be so lucky. Why go into crisis mode if you don’t have to?

As a Southerner, I grew up with the infamous soul food Sundays, so I understand Paula’s unique position. Does she continue with business as usual, or does she make this as an opportunity to reinvent herself? My guess is the former. Change is risky and scary; furthermore, if it ain’t broke, why fix it, right? I’m sure you’ve heard that before…

At this time of year, children across America are trying on costumes and making the all important decision – Who do they want to be for Halloween. Come to think of it, it’s also a good time for hospital communications departments to step out of their comfort zones and  decide what sort of personality their organization should have online.

Why? Because social media is less about brand and more about personal engagement. When you’re on social networking sites, you can’t just repeat your organization’s key messages  because people will stop listening. Instead, you need to hear what others are saying, engage in dialogue and provide relevant information.

Ideally, hospitals should have an individual or a team of people who contribute to Twitter and respond to questions on Facebook. But with budget cuts and limited Internet access in hospitals, this may not be feasible. So instead, they need to think about their organization’s brand identity and how this will translate online.

For example, your hospital may be known for innovation, combining high tech with high touch, being a trusted member of the community, or providing the care you need where you need it. However, none of these brands attributes will help you decide what sort of voice you should use on Twitter or whether you should post a video of employees singing “Take Me Out to the Ballgame.”

Since women, long thought to be the gatekeepers of their families’ health, are one of the most important audiences for hospitals, it seems only natural that many hospitals would want to have a nurturing female voice. But you need to ask yourself specific questions, such as:

• Are you the perky elementary school teacher who wears festive holiday sweaters and educates the community about health issues?
• Or are you a grandmotherly-type person who bakes cookies, provides common sense health information and puts a bandage on a child’s knee when he skins it?
• Maybe you’re a personal trainer who encourages the community to get exercise and eat healthy?
• How about the helpful nextdoor neighbor people go to when they need a cup of sugar or help starting the lawn mower?
• Or are you the multi-tasking working mom who’s packs school lunches at 2 a.m. and tries to be everywhere at once? (Guess which one I am?)

This can be a new beginning for your organization as you shape your identify and find new ways to talk to your employees and your community. Just don’t be afraid to try something new.