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Branding Bytes Archives

Issue 35:
Thoughts On Using Social Media

Issue 34:
Reigning in Public-Private Partnerships

Issue 33:
Seven Ways to Avoid Toxicity In the Workplace

Issue 32:
A Few Bad Apples Bruise the Brand

Issue 31:
Branding Beyond the Logo

Issue 30:
The Yin and Yang of Celebrity Leadership

Issue 29:
Want to Raise More Funds? SPEAK UP!

Issue 28:
Government Funding Cuts: Act!

Issue 27:
"We Are Sorry":
Your Brand is Your Behavior

Issue 26:
Tell Your Story

Issue 25:
Good Leaders

Issue 24:
Think "People,"
Not "Organization"

Issue 23:
What's in a Name?
Just about Everything!

Issue 22:
Is Your Mission
Getting Creepy?

Issue 21:
Welcome to the Age
of the New Normal

Issue 20:
"Receptionist" vs Director of First Brand Impressions

Issue 19:
It's Not About How Your Message is Delivered

Issue 18:
When it Comes to Your Brand, Details Matter

Issue 17:
A Good Brand Requires TLC: Just Ask My Wife!

Issue 16:
Toxic-Work-Environment Syndrome Can Tarnish Your Brand

Issue 15:
Adjusting to the
New Face of Need

Issue 14:
Tired of all the Doom and Gloom? This is Your Time!

Issue 13:
A New Year's Resolution: Don't Cut Off Your Nose

Issue 12:
What You Do Is
About All of Us

Issue 11:
Ethical Standards
and Your Organization

Issue 10:
Leadership: Whose Journey is it, Anyway?

Issue 9:
Giving Circles
and Branding

Issue 8:
The World's Richest Men
— and Philanthropy

Issue 7:
What is an External
Brand Audit?

Issue 6:
Keeping Everyone
on Brand Message

Issue 5:
What is an Internal
Brand Audit?

Issue 4:
Turn Board Members into Better Brand Ambassadors

Issue 3:
Leadership, Vision
— and Branding

Issue 2:
What's 1st—Organization or Brand? / Govt. Cuts?—Branding Helps

Issue 1:
Branding Myths

Issue 27, Summer 2012

"We Are Sorry": Your Brand Is Your Behavior

Tarnished may be too mild a term. Fact is Rupert Murdoch’s mega-media empire’s brand in Britain is certainly showing a lot of wear and tear these days.

This story goes back to last summer when Rupert Murdoch shut down his media conglomerate’s 168-year-old tabloid, News of the World, one of the world’s largest circulating English-language newspapers, as a consequence of a phone-hacking scandal.

It was alleged that News of the World employees had, over several years, hacked the phones of thousands of British citizens — from innocent crime victims to members of the Royal Family — and bribed police officers for information.

At that time, several high-ranking Murdoch employees had resigned or been arrested, and other parts of the tycoon’s multi-billion-dollar, worldwide News Corp media empire were beginning to feel the ripple effects of the scandal, forcing Mr. Murdoch to issue the following public statement that, in part said, “We are sorry. The News of the World was in the business of holding others to account. It failed when it came to itself.”

File this under the all-too-familiar category of too little, too late.

The Murdochs’ plight is an archetypical example of what happens when organizations — regardless of how large or powerful — fail to understand that their brands, nay, very survival, are not so much a product of their marketing, advertising, public relations and political and financial connections.

Instead, their brand reputations are rooted in the public’s expectations of trustworthiness, honesty, integrity, ethical behavior, accountability, responsibility, transparency and decency.

And all of this falls squarely on the shoulders of an organization’s leaders and managers.

Whether it’s a multinational mega corporation, financial institution, nonprofit organization, political party or politician, government agency or religious institution, lost trust, often due to poor leadership, lax ethical standards or just plain poor decision-making, time and again results in a severely tarnished brand, or worst yet, an organization’s total demise.

The irony is that every organization, including News Corp, if asked, would say they would like nothing more than to earn our trust and respect. More ironic is that the vast majority of them spend an enormous amount of time, energy and financial resources trying to do just that.

The fact is it’s awfully difficult to separate leadership and management performance from brand identity.

Just ask the Murdochs!

As always, I look forward to receiving your feedback, questions, success stories and branding challenges. Also, if you are in need of a motivational speaker, trainer, branding consultant/coach, or management consultant who can help you answer the questions: Who are we? What do we do? How do we do it? And should anyone care? I invite you to for more information.

In the meantime, good luck with your branding! — Larry

About Branding Bytes

Branding Bytes is a FREE quarterly e-newsletter courtesy of Larry Checco of Checco Communications. Please feel free to forward Branding Bytes on to others. However, Branding Bytes is copyrighted and may not be reprinted or reproduced without attributing Larry Checco of Checco Communications as its source and providing the following website address: Thank you.


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