Blog

Global Teamwork Achieves Scientific Breakthrough

In Marshall Strategy’s work with leading researchers at Caltech, UC Berkeley, UC San Francisco, UC Santa Barbara and Rockefeller University, it has become obvious that today’s most important issues require not just brilliant people, but people who have the skills for working with others productively.

For the first time, scientists have observed ripples in the fabric of space-time gravitational waves, arriving at the earth from a cataclysmic event in the distant universe, opening a new window on the cosmos, and confirming Einstein’s Theory of Relativity. This was only made possible by large groups of people working together and points out the importance for universities to not only impart knowledge, but to impart the skills required for working with others successfully. This applies to all significant areas of human endeavor.

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Yosemite National Park

Yosemite Has Lost Its Brand

Although we understand the critical importance of trademarks in preventing others from profiting from your intellectual property, we are disappointed in the move by Delaware North to try to extract $51 million from the National Park Service for a shortlist of iconic location names in Yosemite Park. To us, Delaware North is holding these properties for ransom from the American people, for a few historic names that will have little to no value anywhere else.

Let’s back up a minute – last year, Delaware North lost the contract to run hotels and concessions at Yosemite National Park. Shortly thereafter Delaware filed suit, claiming that the Park Service (or its new contracted vendor) no longer has the right to use the familiar and iconic names of historic park facilities (Ahwahnee Hotel, Curry Park, Badger Pass, the Yosemite Lodge at the Falls, and Wawona Hotel). It turns out the Park service had never trademarked the names, so Delaware North took advantage of the situation and trademarked them themselves. Rather than pay a ransom to use the names, The Park Service has agreed to create new names for the facilities.

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Spokespeople are No Substitute for a Strong Identity

Spokespeople are No Substitute for a Strong Identity

We have encountered prospective clients who believed that the best way to build awareness and enthusiasm for their corporate identity or brand was to find a charismatic and compelling spokesperson to represent them.

My personal favorite Spokesman is George Foreman. His delivery and personality are infectious (See his current TV pitch for Inventhelp), but when you sign up with George Foreman, you get a human being who could become inappropriate despite his charm.

Hiring celebrity spokespeople can be a dicey strategy. People, or their circumstances, can change. Consider the following situations:

When Lance Armstrong finally admitted cheating, he was dropped like a stone by all his sponsors. When Tiger Woods was caught cheating on his wife, however, Nike stuck by him.

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Great Branding Starts with a Promise

Recently in Fast Company Design, I read an article that claims “great branding is invisible,” and goes on to make the point that the little details, like the satisfying thunk of a closing BMW door, or the stitching in a Gucci purse, create and reinforce our relationships with great brands.

The article also makes the point that a catchy tagline or attention-getting logo is relatively unimportant in establishing that brand relationship in the first place.

I agree with these observations, but there’s something missing. Thoughtful details – the “invisibles” that create great brand experiences – are only meaningful if they come from a unique and meaningful central promise. What do you aim to provide that nobody else can? Why does it matter? If you don’t have an answer to these core questions, all those details have no center of gravity. They become tactics that can be easily copied and commoditized.

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