Warren Buffett to buy Burlington Northern Santa Fe Corp.

NYT: Awesome Train Set, Mr. Buffett

By DAN BARRY

For $50 or so, you can buy a Thomas the Tank Engine train set and feel as powerful as Sir Topham Hatt, the somewhat wooden overseer of the mythical North Western Railway Company. Or, if you are the investor Warren E. Buffett, you can purchase the complete set of the Burlington Northern Santa Fe Corporation, for $26 billion or so.

Comes with 40,000 employees, 6,700 locomotives, and access to hundreds of thousands of freight cars. Some assembly required.

In announcing his plans last week to buy Burlington Northern, Mr. Buffett explained that good old trains are the future: an efficient and relatively green way to ship coal, grain and just about everything else that makes this country run. Another reason for his purchase, he joked, was that “my father didn’t buy me a train set as a kid.”

Although Mr. Buffett’s plans are rooted in the cool calculation of good returns on an investment, his throwaway line taps into the romantic distinction of his latest acquisition. He is not buying just anything. He is buying trains — and thus the rapt attention of the societal subset known as railfans. A quarter-million strong, by their estimates, they are deeply knowledgeable, a little prickly about being dismissed as nerds, and so enthusiastic that Mr. Buffett’s following of devoted investors will seem disengaged by comparison.

Knowing all the lyrics to “Orange Blossom Special” does not make you a railfan. To join this crowded club car, you must be train-obsessed, and possess a profound appreciation for the conquest of challenging landscape by powerful machinery moving ever forward. If you cannot muster this level of passion, you can get off at the next stop.

You’re a railfan if you have waited in the chill of early morning to watch a freight train pass through Horseshoe Curve in Altoona, Pa. You’re a railfan if you live for a serendipitous “meet” — when, with camera in hand, you witness the point at which trains traveling in opposite directions pass each other.

“There’s also the sound,” explained Steve Barry, the managing editor of Railfan & Railroad magazine, circulation 40,000. “The sound of a train as it works up the grade is just awesome.”

When asked to elaborate, Mr. Barry paused for several seconds, as if to conjure in his mind the humming of the steel wheels on steel rails, the banging of the couplers connecting cars.

“Wow,” he said, finally. “Thundering, but unlike thunder. It lasts a lot longer. It is machinery at work — at its best.”

Mr. Barry said that many railfans dedicate themselves to preserving the historical record. One Web site, RailPictures.net, features more than 271,000 photographs of trains, with updates of the most popular from the last year, the last week, the last 24 hours. “Eastbound KJRY train of empty coal hoppers leaves Iowa for Illinois,” reads a typical caption, accompanied by date (April 24, 2009) and location (Keokuk, Iowa).

Other fans focus on timetables, standing beside the track in, say, Yazoo City, Miss., to chronicle what time the City of New Orleans passes through. But this is “more of a British thing,” Mr. Barry said. “Americans are more apt to photograph.”

You are also a railfan if you collect “railroadiana,” the memorabilia of trains: dining car china, or steam locomotive whistles, or railroad uniform buttons, or brass rail locks from the Baltimore & Ohio Railroad. Steve Glischinski, the author of several books about trains, says a friend of his has a caboose in his backyard.

Both Mr. Barry and Mr. Glischinski acknowledged that railroad employees long ago christened railfans as “foamers,” though they differ in their understanding of the term’s origin. Mr. Barry said it derives from Foamite, which stands for “Far Out and Mentally Incompetent Train Enthusiasts”; Mr. Glischinski said it comes from the notion of foaming-at-the-mouth craziness.

Mr. Barry said that some railfans now proudly declare themselves foamers to deny the term its derogatory intent. Even so, Mr. Glischinski doesn’t care for enthusiasts who say “I went foaming today.”

“I find that weird,” he said. “I am just a railroad fan.”

He also noted that railroad employees who dismiss enthusiasts as foamers and worse — one acronym uses a very, very bad word — often will come back a decade later, after they’ve retired, and ask, “Say, you wouldn’t happen to have a picture of that train I used to work on, would you?”

To which Mr. Glischinski says he often answers: “Yes. I do.”

Since we’re talking about terminology, Mr. Glischinski said, how about you reporters? “Every train is ‘chugging’ into town,” he said. “Steam locomotives are long, long, long gone.”

Another thing. What is so nerdy about a hobby that encourages you to travel this country — to see trains passing through Altoona, or climbing the swirl of California’s Tehachapi Loop, or rumbling along the Wyoming flatness of a nowhere place called Bill?

Just the other day, Mr. Glischinski saw a “meet” in the central Illinois town of Monica. On the Warren E. Buffett line, as a matter of fact: the Burlington Northern.

Article published by NY Times under http://www.nytimes.com/2009/11/08/weekinreview/08barry.html

SOM: Now why does a man like Warren Buffet buy a giant railroad company such as Burlington Northern Santa Fe Corp.?
Is he simply assuming that ecars will take longer than expected to become the standard mode of travelling? How should this investment – or bet if you want – pay off?
Several reasons could be possible. He could expect more and more people to make use of trains. Trains become more attractive i.e. more affordable, more convenient and especially cheaper. But how should this happen? Energy prices are on the rise, Americans in particular depend on their own vehicle(s), America’s Wal-Marts are not connected to the train system, and how in God’s name should trains be the future??
Then again the question, where does Buffett see the future of trains?

Convenience and speed
There is one thing I can think of, based on my personal travelling experience in Germany. A country in which I dare to say, trains are more accepted and used than in the U.S. They easily connect metropolitan areas, they are fast, convenient and in terms of price almost a alternative to the car. I do have a „Bahncard“ which offers me discount prices on the tickets and makes use of special offers, but still, in the past half year I usually took the car. What then could the Deutsche Bahn do to convince me? Price: this may be one of the major issues. Most people still argue the tickets are too expensive compared to taking the car. Convenience is okay I would say, given you spend the few bucks for a reservation. The major advantage of taking the train is twofold: You can work or you can relax. These are two arguments your car can’t beat. And on heavy traffic commuting days the train is usually faster than the car. This should more or less also apply to metropolitan America (especially with the low driving speed on American highways).

The digital age phenomenon:
If this is what Buffett had in mind, I must admit his excellence in investing. The internet and all the possibilities it offers us – be it in terms of making a living, in the form of entertainment or simply communication turned us into digital addicts. Internet usage is constantly increasing, many of us are online 24/7. The ever growing amount of information simply calls for it. 1 hour a day is often not enough for phenomena like web 2.0., managing your finances online, online shopping…. The result: The internet enters more and more areas of our life as we call for it. At first only used in the businesses and offices, then adapted by our kids, wives, grand-parents, relatives,… it is growing to become the most important medium of communication. And with this ever-growing usage the amount of available information grows. There are two ways to cope with this information overload: We either optimize the usage of the web or we sacrifice more time. The first can be accomplished by social bookmarking, recommendations by friends or experts or new software to organize the web. The latter requires a change of our daily routine and brings up the question: Where can I save time to go online? The answer: mobile internet! On our way to work, at lunch, all the daily minutes we spend waiting for something – all of these moments can be used to quickly access the web via the cell phone. We can check our private mails, we can chat with our family, manage our finances, purchase stuff at amazon or recommend a good restaurant. You name it.
Now let’s get back to Warren Buffett and the trains. If you have the choice between taking the jammed highway or a fast train where you can relax or work AND have fast internet access ideally for free, at an attractive ticket price, what would you choose?
Never having taken a U.S train (only D.C. and New York metro) I can only assume the similarities. But if here in Germany Deutsche Bahn would offer fast internet for free in all of its IC and ICE that is its fast long-distance trains, you can be sure I would take the train. Just imagine what I could do in those say three hours!! Work online with access to the files in my office, surf the web, chat with my friends, collaborate only with my colleagues, book a holiday, find a new apartment – all the web offers.
That the Deutsche Bahn today only rarely offers this and then also charges too much for it, is the wrong solution. Do it the Google way. Give away internet and the time to surf for free and sell the train tickets and food and drinks. That way you’ll win the hearts. Or collaborate with online shopping platforms. Give a 10% discount at amazon for all you order during the ride. Allow passengers to already book the next trip, add a reservation, offer them discounts on upgrades to 1st class if the current usage is suboptimal. There are a thousand business models hidden behind the availability of free fast internet on trains. And just think of the purchasing power of the hundreds of thousands of business travellers and first class passengers….

From this point of view, the trains might be able to offer what the car barely can do today: time slots in our busy lives to go online when before it was only possible with UMTS cell phones and UMTS sticks. The internet may have the desirability the trains themselves cannot come up with! Just like people go to Verizon not for the brand (what does Verizon stand for????) but for the attractive mobile phones it offers (see the article on the new Moto Droid).

Mr. Buffett if this is the future, then your investment might indeed pay off!

Motorola Droid: Resurrection or last breath of a former giant

Motorola used to be a major player in the telecommunications market. But for quite some time, the phones have been way off from competition such as the iPhones, LGs, Samsungs, Nokias and Blackberrys. Gone are the days, when the RAZR was state of the art in mobile phones business. Motorola harvested the RAZR trend as long as possible with similar models such as the RAZR V3 V3i, the KRZR, or the ROKR. But the market went a different direction. Today, Motorola is heavily loosing ground in the mobile device market. And as it is the devices and not the carriers who attract new customers or or maintain customer retention, Motorola phones have become fairly unattractive for the AT&Ts, Verizons, T-Mobiles and Vodafones.
Many experts already see Motorola devices dying out. But Moto returned, with the Droid.

Motoroal Droid open

Motoroal Droid open


With what today almost seems like a joker: Google Android. When your phones simply does not have what it takes anymore, you still have the opportunity to switch to a phone OS that has all it takes to become attractive: innovativeness, sympathy, performance, and so on. Google Android offers all that and in many eyes easily passed Microsoft’s Windows Mobile: it simply isn’t sexy.
But let’s get back to the Droid. According to industry experts, the Droid aims to be another iPhone-Killer. IT has the innovative Android OS, it looks good and it is backed by an obviously successful marketing campaign. The result could be seen in people lining up Thursday midnight in Manhattan to be among the first to get the new Moto. Verizon the carrier of the new Moto opened its Manhattan store from midnight till 2 a.m. for the earyl innovators eager to purchse the phone a little before the other potential buyers. So far this was a success. According to CNET news, more than a hundred people lined up in the middle of the night in front of the store opposite of Macy’s.
Well thats the usual procedure we know from the Sony PS3, the X-Box and so on. But what is the phone really capable of? This will decided about its long-term success in this tough market. And this has also been what made the iPhone so successfull: design, image and performance. Moto lacks the image or the strong brand if you want, may not be as stylish as the iPhone (Apple-mania) but may be performant due to the Android OS.

Here are some expert voices:

Engadget: “The DROID is an excellent smartphone with many (if not all) of the features that a modern user would expect, and if you’re a Verizon customer, there probably isn’t a more action packed device on the network.”

Boy Genius Report: “We absolutely love the Motorola DROID. It’s a perfect storm between awesome hardware, great software, and a great network. That’s not to say it’s for everyone. It isn’t the most consumer-friendly device off the bat and it’s going to take some time and a whole bunch of improvements before we think Android (Android) can totally compete in the consumer space like others can.”

Gizmodo: “It’s this simple: If you don’t buy an iPhone, buy a Droid. It’s the best phone on Verizon, and with Android 2.0, the second best smartphone you can buy, period. It’s flawed, deeply in some ways. But it’s the second best phone around, on the best network around.”

David Pogue (The New York Times): “Since Verizon seems to want a Droid-iPhone faceoff, here it is: the Droid wins on phone network, customizability, GPS navigation, speaker, physical keyboard, removable battery and openness (free operating system, mostly uncensored app store). The iPhone wins on simplicity, refinement, thinness, design, Web browsing, music/video synching with your computer, accessory ecosystem and quality/quantity of the app store.”

Walt Mossberg (The Wall Street Journal): “The Droid is potentially a big win for Verizon, Motorola and Google (Google), as well as for loyal Verizon customers.”

CNet: “Some minor design issues and multimedia quibbles aside, the Motorola Droid is the most powerful and fastest Google Android device to date. It fully embraces the openness of the Android platform and offers Verizon customers a smartphone that certainly rivals the other touch-screen devices on the market.”

LA Times: “We’re getting this out of the way now: Motorola’s Droid is the best Google phone on the market. Here’s another one: Droid is the best phone on Verizon.”

(Source: http://mashable.com/2009/11/05/verizon-droid-metareview/ )

But aside of all expert voices, what counts is sales. Let’s wait and see if former mobiel giant Motorola will find back to old strengths or whether it will die a quick death in this highly competitive and fast changing market.

som

GM to retain Opel – what a foul play!

What long looked like a neverending story got an unexpected turn. GM tonight decided to keep Opel.
GM who first played the poor victim of economic downturn and a US auto market that got ever tougher and who addressed governments for financial aid in order to maintain thousands of jobs now showed its real face. Among the wide range of similar brands of inferior quality, Opel can truly be called the most promising of all GM brands. For months, the German government has been working hard to support Opel and to navigate the corporation towards what seemed to be the most promising of buyers: Magna together with Sberbank. This may not have been the ideal result but at least it saved Opel and thus German engineering from Chinese copy methods. Now what? Time will tell. By keeping Opel GM maintains access to European-standard automobile technology and the production lines for small vehicles which may become one of the fastest growing automobile segments in the U.S. – given that gas prices will not fall to levels before 2006.

How can GM all of a sudden afford to keep Opel? According to GM auto sales in October have risen by 4 per cent compared to the previous year which was mostly due to the core brands Chevrolet, Cadillac, GMC and Buick.

German politicians and managers alike are very displeased about the game GM has been playing for several months.

I seriously wonder if the brand Opel and the the German Chevrolet models will not be negatively affected by this strategy. There is a latent threat that the strong sympathy and support which Opel has been experiencing in the last months may turn by 180°. Opel could be perceived to be less German and more capitalistic and greedy, sokaing up German taxpayer money…

Curious about what is to come….

Update:
One day has gone since GM announced to keep Opel. As expected, German government representatives are „pissed“, European Opel employees scared about the future, and Magna angry about this sudden change of plan. Many wonder how GM plans to manage the restructuring of Opel, what will happen to the European factories and whether GM will make its statements true and lay off some 10,000 employees. Experts expect that GM will increase pressure on the current European factories and try to play them off against each other in the struggle for survival.

I am skeptical about whether GMs strategy has a long-term perspective. They are running risk of pissing off European consumers, auto unions and European governments. How then do you want to increase sales in Europe? And how will rival automakers react to this move? Ford is already ahead of competition in the U.S. and by introducing more and more European technology in the U.S. and by focusing on efficiency instead of pure power and size their head start may manifest.

Crowdsourcing 101: Why Vitaminwater's Facebook App Can't Lose

BY Clay DillowThu Sep 10, 2009 at 12:12 PM

When it comes to game-changing ideas, is there really wisdom in crowds? Given several efforts at crowdsourcing creative content and product development in recent years, more than a few companies seem to think so. What’s less clear is why some crowdsourcing efforts are wildly successful while others fall flat. Vitaminwater raised the question again this week when it released a new „flavor creator“ app for Facebook, inviting users to vote for a new flavor and vitamin formula for a new product release, even offering $5,000 to the fan who creates a winning packaging design. The crowd gets a product of its own creation, and Vitaminwater gets a pre-approved-by-the-crowd product for release in March. Everybody wins, right?

Vitaminwater

Vitaminwater

Letting history be the judge, the answer is at best a „maybe.“ Doritos has enjoyed measurable success crowdsourcing Super Bowl ads with its „Crash the Bowl“ contest, notching the No. 1 most watched Super Bowl ad on YouTube in 2006. But a nearly identical marketing initiative by Chevrolet asking users to create their own Tahoe ads online turned into a forum for the anti-SUV set to bash the product on Chevy’s own Web site. More recently, advertising powerhouse Crispin, Porter + Bogusky learned the hard way that crowdsourcing can go seriously awry, drawing fire from its own creative community after issuing an open call to designers to create a logo for one of its clients, essentially soliciting free design work. So how will Vitaminwater avoid Crispin’s crash and burn and turn its crowdsourcing experiment into a success?

The greatest advantage of crowdsourcing is that it costs relatively nothing. While Crispin failed to recognize that crowdsourcing from a professional group–that is, asking people to do something they do for a living for free–would be taken as an insult, it did garner hundreds of submissions for a logo design, gratis (the winning design scored $1,000, a pittance for graphic work). In that sense, Crispin succeeded, but at the expense of its reputation (and that of its client, a major faux pas in for a company hired to build up brands). Companies like Doritos or Vitaminwater, appealing to non-professionals who are nonetheless experts on the topic (ask a child why she like Doritos and you’ll likely get a reasoned answer) for creative ideas holds far less potential downside as long as the anti-vitamin lobby doesn’t sabotage the project.

But the real difference between Crispin’s backfire and Vitaminwater’s likely success is what the companies are really getting from the crowd. The biggest thing Vitaminwater has to fear from its initiative is that the crowd won’t produce a winning product. When Crispin’s logo experiment flopped, it flopped hard. But even if its product fails, Vitaminwater has a catalog of other popular flavors to fall back on, as well as tons of priceless, free market data gleaned from the „flavor creator“ app that can be rolled into several future products (keep in mind, downloading the app gives Vitaminwater access to all sorts of data on your page). Couple that with the heightened brand visibility the app will create as its nearly 600,000 fans access the app and invite their friends to participate, and even a complete bust on the product development side becomes a coup for Vitaminwater’s marketing team, as well as for its product development crew.

http://www.fastcompany.com/blog/clay-dillow/culture-buffet/crowdsourcing-101-vitaminwaters-facebook-app-goes-beyond-fans-favori

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What Will the Trucking Industry Look Like in 2020? | Sustainability | Fast Company

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As is stands right now, the trucking industry is not particularly green–just ask anyone who has been stuck in traffic behind a gas-guzzling, exhaust-belching 18-wheeler. But if the industry is to survive in the next decade, it will have to go through some major changes. According to IBM’s „Truck 2020: Transcending Turbulence“ report, it will, at least partially thanks to telematics.

IBM predicts that telematics could do everything from automatically slowing a truck down when it approaches a blind curve to diagnosing vehicle issues remotely for preventative maintenance. All of these technologies will decrease the number of truck accidents on the road. In turn, that will cut down on highway traffic and fuel burned by idling vehicles. Telematics could even decrease potential litigation costs by keep track of a truck’s every move.

Truck 2020

Of course, IBM has a strong interest in promoting its own telematics systems. And while remote vehicle monitoring will likely play a big part in the trucking industry’s future, increased fuel efficiency is equally as important. IBM’s report acknowledges the environmental hurdles ahead, predicting that new fuel efficiency standards will force the industry to change quickly.

Truck companies are already prioritizing efficiency and environmental benefits over brand recognition. That’s a trend that will continue, according to IBM. And if brand name vehicle part vendors don’t want to lose sales, they will have to step up and start offering more efficient engines, powertrains, and auxiliary systems.

Fastcompany.com

What Will the Trucking Industry Look Like in 2020? | Sustainability | Fast Company.

International Domain Names Are Coming in 2010

The face of the Internet is about to change, and its potential impact on international Internet use cannot be understated.

Earlier today, the Internet Corporation for Assigned Names and Numbers (ICANN), which governs domains, registrations, Internet Protocol addresses, and many other aspects of the net, voted to approve a fast-track process for implementing non-Latin domain names by early to mid 2010.

This means that by next year, you could be seeing domains in Arabic, Japanese, Chinese, and dozens of other non-Latin languages.

The new domains, which ICANN terms “Internationalized Domain Names” or IDNs, has been something the organization has discussed for several years, but now IDNs have been placed on a fast track process, beginning November 16th. It will involve around 100 new, international characters on top of the traditional 26-character English alphabet.

ICANN even takes the time to explain the impact of IDNs with a 7:10 video. In it, people from nations across (along with ICANN President Rod Beckstrom) the world discuss how IDNs will help them use localized keyboards and local email addresses. It’s a bit silly, but it really nails the key point: it’s time to expand domains to the native languages of over half the world.

International Domain Names Are Coming in 2010

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Will the Alfa return to the U.S.?

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Alfa-Romeo

Alfa-Romeo

Fiat which took over Chrysler is considering the introduction of its premium brand Alfa-Romeo in the U.S.
As far as I can tell, Alfa-Romeo has a pretty good reputation in the States. People associate the vehicles with sportiness, passion, European technology and Italian passion. The fact that many sophisticated Americans are familiar with the brand is due to the fact that it was possible to purchase Alfa-Romeos until 1995 in the U.S.
Given the success of German premium brands such as the Mini, the small MiTo could definately meet some demand. However, Alfa-Romeo will definately remain a niche model as is the case in European markets such as Germany. A lot will thus depend on the cost aspect of selling this brand in the U.S.

Here is an article with further background information on the issue:

http://www.businessweek.com/autos/autobeat/archives/2009/10/alfa_romeo_comi.html

The Role of a Designer? Encourage More People to Become Designers

By Tucker ViemeisterTue Oct 27, 2009 at 2:39 PM (Fastcompany.com)

It’s fun being a designer. We designers use our hands, heads, and hearts. We get to invent things and then make them into real things–things that we want. We use our heads for strategy, tactics, science, and thinking ahead. We actually make things with our hands: drawings, models, and samples. And we use our own emotions to connect with the hearts so that people will want what we created. The combination is what makes being a designer so interesting and valuable.

Tucker Viemeister

My father, Read Viemeister was an industrial designer–so even as a baby I could hear him brainstorming ideas, watch him make renderings, and then build stuff in the shop. I wanted to be President (back then that was more normal) but I saw that designers changed the world in better ways.

My mother, who was into politics, went to Antioch College and thought that Horace Mann was speaking to her when he said, „Be ashamed to die until you’ve won some victory for humanity.“ She may have been „pro choice“–but I had no choice. She made me use my head as well as my talent. I was destined to be an industrial designer–by nurture and nature.

Years later, Steven Holt, then editor of ID Magazine visited me at Smart Design and began telling us about one of our projects. He pointed out references, metaphors, and semantics apparent to him in the design. His riff was actually reverse-engineering the meaning of our work–starting from the result, he wove an explanation transforming our normal thing into some kind of cultural emblem. This was all news to us!

A few years later we hired this intern who was formerly an archaeologist. Beth Mosher had switched to industrial design because she could have more impact designing new artifacts rather than trying to reconstruct a culture from old artifacts. Once I visited the Nixon Library in Yorba Linda, California, with designer Lorraine Wild–and we saw an exhibition that actually changed history before your eyes! You can go there to hear different tapes that let „you decide for yourself“ if Nixon was guilty of any crimes. (But the Watergate Gallery is currently closed!)

Even the smallest designs have political ramifications, so everyone is a politician on some scale. Everyone is a designer; some people do it professionally or more consciously than others. But everybody at least designs themselves: In the morning they pick out what clothes to wear. (That’s a good example of design quality–some people are really good at making themselves look good, some people wear the same clothes every day. But that’s a choice, too, whether they know it or not).

Design is basic: It is what separates humans from other animals. Human choices are what make big changes in the world (and giant meteor collisions). I encourage good design by doing it myself, teaching other designers and showing people how they can make a difference too. I like Huckleberry Finn’s fence painting technique: Make it fun. The goal is to encourage more people to be better designers. I’m writing a book about a great example: my dad Read Viemeister, whose whole life was about good design.

Tucker Viemeister

I may have had a head start in my career–now everyone else needs to see that they can use their hands, heads, and hearts to design a better world!

Read Tucker Viemeister’s blog What’s Cookin‘?
Browse blogs by our other Expert Designers

Tucker Viemeister leads the Lab at Rockwell Group, an interactive technology design group combining digital interaction design, modeling, and prototyping for hotels and restaurants, casinos, packaging, and products. The LAB seeks to blur the line between the physical and virtual, exploring and experimenting with interactive digital technology in objects, environments, and stories. Tucker also co-founded the collaborative Studio Red with David Rockwell that was dedicated to innovation for Coca-Cola. Since joining Rockwell Group in 2004, Tucker has been instrumental in the design and development of jetBlue’s Marketplace at the JFK International Airport, „Hall of Fragments,“ an installation that opened the Corderie dell’Arsenale at the 2008 Venice Biennale, a „living wall“ for the lobby of the Sheraton Toronto, the traveling Red Lounge for Coca-Cola, and MGM City Centre in Las Vegas.

http://www.fastcompany.com/blog/tucker-viemeister/whats-cookin/no-choice

IMD Tommorrow's Challenges: Anything Can Be Branded – It Takes Stamina and Renewal

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By Professor Dominique Turpin – October 2009

Anything can be branded, from toothpaste and tourist destinations to cartoon characters and Chinese revolutionaries. Professionally managed celebrity brands have been around for several decades; one of the most famous, Elvis Presley, has been so successfully handled that he has sold more records – not to mention coffee mugs and calendars – since he died in 1977 than while he was alive. It looks like Michael Jackson will be 2010’s top-earning celebrity brand – making an almost $250 million from beyond the grave.

Professionally-managed branding of athletes is a slightly more recent phenomenon but it’s undoubtedly big business. For example, David Beckham, the former England captain, managed to take his popularity on the field and turn it into a brand worth an estimated £200 million thanks to endorsement deals including Vodafone, Adidas, Pepsi, Brylcreem and Marks and Spencer. He almost certainly learned a lot about how to build a personal brand from his pop star wife, Victoria “Posh Spice” Adams, who already had a strong brand in her own right when they met. Together, they merited a great deal of tabloid coverage. Interestingly, when Manchester United sold him to Real Madrid in 2003, some analysts suggested that the Spanish club was more interested in buying his brand than his sporting ability.

But creating a strong brand for a real person – one that lasts and that means something commercially – takes more than good looks and a famous spouse. In fact, it starts from exactly the same principles as any brand strategy. First, any great brand must have something different and distinctive. For a footballer, this is likely to mean world-beating talent. Second, the brand’s messages must be simple, consistent, clear and easy to communicate. (Executives who are building their own personal and professional brands can learn from this as well. Many try to communicate far too much with their brand; it’s better to emphasize one or two things that make you unique.)

On top of this, for a footballer to become a successful brand he must represent moral values or ideals, such as professionalism, tenacity and team spirit, that will make him valuable to the companies that endorse him. When companies link themselves to celebrity brands it’s because they want the values associated with them to transfer to their own brands. For example, a business that sells men’s grooming products may link itself with male athletes who are seen as healthy, attractive and successful.

However, companies must be wary of relying too heavily on celebrity ambassadors. Famous names should never be the main driving force behind a business’s brand or it will run the risk of the celebrity’s personal brand overwhelming that of the product or service. This can result in people remembering the celebrity but not the product they were paid to endorse. Ultimately, corporate and product brands need to be built on, and be able to stand up on, their own distinctive merits. Careful use of celebrities can enhance or strengthen existing product brands but it should not be seen as a way of creating a brand.

The other big risk for companies is that celebrities may behave in a way that’s inconsistent with the values that they were brought in to represent. When this happens, it threatens not just the individual’s personal brand but that of any associated products; this is one of the areas where it is most certainly not true that any publicity is good publicity. After all, a company that recruited a celebrity athlete based on his wholesome, hard-working and sportsmanlike image would be less than enthusiastic about keeping him on if he was caught taking performance-enhancing drugs, for example.

From the celebrity’s perspective, the downside of interlinking brand and personality is that misbehaviour that may once have been seen as purely private can seriously damage his or her brand commercially even if it is not linked to their core activity. For example, when the Brazilian footballer Ronaldo was hit by a scandal involving transvestite prostitutes in Rio de Janeiro it didn’t affect his ability to find the back of the net but it did lose him an advertising contract worth $4.8 million per year. Clearly the mobile telephone company involved no longer wanted its name linked with his activities.

For both athletes and businesses the best way to maintain and develop a brand is by stamina and renewal. Many brands disappear or experience a decline simply because they lack a regular stream of innovations, whether in the product itself or the way in which the brand is communicated to the public. For a player coming close to the end of his professional career, the challenge is always to continue to make news, either as a player, an individual or in association with the brands or products that he or she endorses. For example, George Foreman, a former world champion boxer has made over $150 million from the sales of his barbecue grills, a sum that is substantially more than he earned as a boxer. But he still has a way to go before he matches Elvis!

Dominique Turpin is Director of the International Seminar for Top Executives. He also teaches on the Orchestrating Winning Performance and Strategic Marketing in Action open enrollment programs and in IMD’s Partnership Programs.

Source: http://www.imd.ch/research/challenges/TC063-09.cfm

original post: IMD Tommorrow’s Challenges: Anything Can Be Branded – It Takes Stamina and Renewal Posted in Manchester United News