From SIA: Who Is Your Brand?

Jan 27, 2007  ·  07:29 AM  ·  permalink

I think that companies must often forget that the chief representation of their brands are their people. All the marketing spin and PR hype can’t outdo a little person to person interaction. At SIA, I was reminded of this repeatedly as I went from booth to booth and met each brand.

At one manufacturer’s booth, their marketing agency had provided two representatives for the show who were unbelievably young, inexperienced, and unpolished. I’m sure they were the least expensive people who could be sent, and “cheap” came through loud and clear.

At the booth of a major snowboarding manufacturer I was told in brusque terms by a snotty receptionist that I was not allowed to take photos without a contract—this despite that fact that their wares were displayed in full, public view. The message: beat it riff-raff, you’re not one of us.

One blowhard’s ornery lecture about the decline of the ski industry told a tale of rigidity and grandiosity.

Meanwhile, at the Scarpa booth I had an informing and laid-back chat with Mike Geraci of Basecamp Communications about the Scarpa brand and line up. He showed me some of their innovations and explained how each boot had been designed for a unique kind of skier. I learned that Scarpa cares about addressing individual needs and continuity of innovation.

At Bula, a friendly and upbeat Sabrina Cook from Blast Media demonstrated how that brand is extending its cute and upbeat attitude beyond hats and scarves.

And at Giro, Phil Notheis’ obvious enjoyment geeking out over that company’s technology told me that I was in the presence of innovators.

Who you are as a company is the values and image conveyed by the people who work for you. A slogan or an ad campaign can crystalize and clarify who you are, but neither can change it.