Brands have a funny way of taking on a life of their own, don’t they? Or maybe I should rephrase that to reflect that the public has an interesting way of interpreting what a brand is or stands for.
Look at Sony’s Walkman brand. Everyone called their portable music player a “walkman” at some point, right? Then there’s the copy machine. There are those of us who are still guilty of saying things like “I’ll make a Xerox of it.” Really? You’ll take a piece of paper and instead of photocopying it, you’ll miraculously turn it into an expensive piece of machinery made by the Xerox corporation? Interesting.
Or what about Google? It’s become a part of our every day language. Instead of saying “I’ll do an internet search on it”, most of us simply say “I’ll Google it.”
Funny. They’re all brand names, but mean different things to us. I suppose it’s the ultimate form of a brand’s strength that it has such a huge market share AND awareness that it affects the world’s perception of the entire category.
The same applies to the Y.M.C.A., better known today as the Y. It’s true. After 43 years, the Young Men’s Christian Association has decided to drop the MCA and simply refer to itself as the Y.
Why?
I’m not quite sure, other than to simplify things. That’s the best I can make of it. However, according to a company news release, Kate Coleman, the Y’s senior vice president and chief marketing officer says ““We are simplifying how we describe the programs we offer so that it is immediately apparent that everything we do is designed to nurture the potential of children and teens, improve health and well-being and support our neighbors and the larger community.”
I suppose that make sense.
In addition to the name change, they’ve got a new logo. Their new logo is much more vibrant and modern and it still includes the YMCA text. However, there are a few things I question:
1. What about the Y.W.C.A.? Will there be a merger in the future? You never know.
2. More importantly, will the company lose it’s true heritage?
In my opinion, changing your name, logo, uniforms, stationary or what have you is completely useless unless the brand’s culture changes with it. I think the Y has always served its communities well and will continue to do so. I’m not worried about them losing sight of that.
One thing is for sure, I’ve always referred to the YMCA as the Y, as did thousands of people long before their new re-branding effort. You have to wonder what took so long. It’s a good thing they waited until now, and didn’t do this in the mid 1970’s… the Village People would have had to write an entirely different chorus line!
There are times I question what makes news these days. As I passed our wall-mounted TV in the lobby this morning with my cup of coffee, I paused to see CNN reporting “breaking news” that Shakira was about to reveal the outfit she will wear during the closing ceremony of the World Cup. Really? Is this news? I suppose it is if you’re in the fashion business and your dress is Shakira’s outfit of choice, but come on! I couldn’t help but laugh.
Right now, the sports media and even the mainstream media are obsessed with NBA superstar LeBron James and where he’ll end up. Will it be the New York Knicks? Miami Heat? Will he stay in Cleveland? There’s even talk of Chicago. The media is buzzing wondering the same thing, but not to worry, because he’ll make his announcement tonight from the Greenwich Boys & Girls Club.
During my lunch I was browsing some LeBron James headlines. I’m not the biggest NBA fan, but the frenzy and excitement the media has created even has me interested. I thought Fraser Seitel’s piece on FoxNews.com was pretty clever. The article is entitled “LeBron James– Public Relations Genius” and for good reason. For the full article, you can find it here, or continue below for the highlights:
- It’s celebrity news- and GOOD celebrity news. It’s not about another celebrity death, drug arrest or adultery case. It’s positive news.
- All of the advertising revenues from tonight’s press conference are being donated to LeBron’s charity of choice- the Boys & Girls Club of America. How about that?
- Whatever city he chooses to play in will instantly make that city a fanatical sports town, generating millions of dollars in revenue. How’s that for an economic stimulus?
- If he leaves Cleveland, all bets are that he’ll leave a huge chunk of money and commitment to a Cleveland charity.
Way to go LeBron! If you ask me, he’s done the right thing. He’s played the system to HIS advantage, but, hasn’t lost sight of his philanthropical side. He’s got a great star image and let’s hope he can steer clear of the temptations many star athletes fall victim to.
My guess: he’ll end up in Miami.
With all of the talk today about brand, authenticity and trust, Mason is replacing the word authority with resource when helping its clients develop sustaining brand platforms and messages. Recently, we have completed brand development programs for Hospital for Special Care and Acadia Insurance.
Rather than developing a short-lived “positioning” statement that others could eventually duplicate, Mason focused on each organization’s values and what is true to each as we do with all client brand work. In other words, we focus on excellence instead of just being different. Different is not always better. For more on this approach, read The Counselors Academy white paper, “Think Excellence, Not Difference.”
In the case of the hospital, while it may be correct to have said that Hospital for Special Care is the recognized ‘authority’ in comprehensive rehabilitation and long-term care for children and adults with complex illnesses and injuries and sought by the medical community nationwide for its expertise, we chose the word resource over authority.
Resource is more fitting with the hospitals supportive and patient-centered philosophy, medial care and work in research. Resource also conveys a sense of knowledge and trust. After all, do you trust everyone and everything that proclaims it’s an authority to be knowledgeable?
Mason received three gold awards in the strategic campaigns category; a gold award for Hospital for Special Care’s reputation and brand management, one for The United Illuminating Company for marketing energy efficiency, and one for Connex Credit Union’s integrated communications program.
In the tactical categories, Mason received a gold award for the Hospital for Special Care video program “Three Lives”. Mason also was awarded two silver Mercury Awards in the tactical category, one for The United Illuminating Company’s “Home Energy Solutions” program and one for Mason, Inc.’s social media strategy and implementation.
“This has been an exciting year for us, and we are honored to receive six awards,” said Francis Onofrio, APR, President, Mason, Inc. “These awards represent the very best in public relations, and we are very proud of our achievements. Not only do they reflect our creativity and strategic thinking, but they’re also a testament to the strong relationships we have built with our clients to create programs that help them achieve their goals. I congratulate the entire Mason team and our clients on an exceptional year.”
The Mercury Awards recognize outstanding work in public relations, communications and marketing professions throughout Connecticut and are sponsored by the Connecticut Valley, Southern Connecticut and Westchester/Fairfield Public Relations Society of America chapters.
About Mason, Inc.
Bethany, Conn.-Mason, Inc. is a brand development and integrated marketing communication firm with award-winning expertise in new media, digital and traditional programs. Mason is on the forefront of today’s most-innovative technology, but grounded in business strategy.
Clients rely on Mason insight for uncovering and communicating what is at the heart of their brands. From developing authentic brand platforms to message development through implementation at every point of contact, Mason connects people to brands and brands to people.
Mason clients include Acadia Insurance Co., Calcagni Associates Real Estate, Connex Credit Union, Cookson Electronics, Hospital for Special Care, Odyssey Logistics & Technology Corp., The United Illuminating Co, and Yale-New Haven Hospital. For more information, please visit http://www.mason23.com or tap our insights at www.mason23.com/blog.
I recently had the opportunity to speak with Ed Bennett, Director of Web Strategy at the University of Maryland Medical Center, about his take on social media in the healthcare system and the work that he has done to improve and help speed up the movement. Mr. Bennett is a wealth of knowledge and the information and viewpoints he shared with me resonates with the work that Mason, Inc. does with our healthcare clients.
As Mr. Bennett and I spoke about social media as it pertains to healthcare I was able to learn some things, and there are a few points that I would like to share. Below are three questions hospitals and businesses should be asking themselves.
1) Do you have a social media policy?
You have heard it before, and you will hear it again. Your employees ARE online. Whether it is while they are at work or when they go home. Either way, they are on Facebook, Twitter, and other social networking sites sharing information about their lives and their jobs. Make sure they know what they can and cannot say as it relates to their job and your hospital.
If you are looking for examples of quality social media policies head over to Ed’s website and look at the list he has compiled.
2) Who takes the lead on the social media initiative?
In most cases the appropriate person to handle the social media initiative is in the marketing and communications department. The reason for this is because they are (or should be) the people with the best understanding of your hospital’s brand. However, the initiative does not need to begin there. For example, if your goal is to use social media for recruiting, then the HR department should be involved. Either way, the person that should be taking the lead is someone that is a visionary and someone that can make that vision a reality.
3) Why do most hospitals get involved in social media?
This answer is one that is consistent across most industries. Social media provides a company with an opportunity to communicate directly with its customers. It is not much different in the healthcare world. Social media marketing is being used for recruitment, idea sharing, and for crisis communications. As Mr. Bennett noted, “With social media you are in the room listening to what people are saying about you.”
As a person who has been in his field since the internet launched, Ed Bennett has seen the healthcare industry falter in the sense that in general it has been slow to adapt. Thanks to his work and research, hospitals will have an easier time finding the information they need to be successful in social media. Check out his blog here, and his lists here.
