Once again I watched a Hallmark Hall of Fame original movie the other night and was impressed as always by the quality of the commercials that ran throughout the show. Some of these have been running for a few years (at least) and yet they still make the point and re-emphasize Hallmark’s position as the best brand in greeting cards and gifts year after year. The company understands its customers and understands the motivation behind sending a greeting for a special occasion.
However, what is impressive is the way Hallmark has aggressively solidified its position by changing with the times with creative use of the media. The Hallmark channel is one of the best vehicles for getting out the Hallmark message without seeming like your simply watching another commercial. The programming over the holiday’s is sheer genius as the non-stop holiday movies (some new, some repeats) that all seem to have the same message, but somehow manage to get you in the spirit of the season and provide an alternative to the reality shows and pre-event music awards concerts that fill the airwaves in between college and pro football games. The Hall of Fame specials continue to provide the best quality programs year after year without overdoing it and provide an excellent environment for the branding message that Hallmark consistently maintains every year. Add to this, Hallmark’s online subscriptions for e-cards which gives us the opportunity to send “the very best” online easily and economically. No doubt the internet and social networking has made a huge dent in the conventional greeting card business, but Hallmark has filled the void and gives you the opportunity to personalize while maintaining the Hallmark brand assurance.
This brings me to another brand message at this time of year. This month’s Hall of Fame movie was “Have a Little Faith” based on Mitch Albom’s latest book of the same name. I’m a big fan of Albom’s books and this one was particularly poignant.
It’s the story of his encounter with two clergymen—his rabbi from his youth and an African-American minister in a broken-down Detroit slum church. I was particularly moved by the wisdom shared by Albert Lewis, Albom’s New Jersey rabbi, who asked him to write his eulogy and then spent 8 years sharing that wisdom with Mitch. In one conversation, Rabbi Lewis tells Mitch that one of life’s great challenges is to answer the question: “What is your glory?” In other words, what have you done to make the world a better place. It’s from this question, that Albom’s faith and commitment is awakened and drives him to help the Detroit church as well as his family and community. I’ve often asked my branding audiences and college classes to think about “What their brand’s are famous for?” in their quest to make their brand’s (product or personal) more successful. However, it struck me as I watched the movie that it’s the “glory” of our brand that makes it successful and enables it to stand out from the competition while building a relationship with your customers.
At this time of year, when we hear the word “glory” in many of the carols of the season. I hope that you consider what you can do to make a difference in the world as well through your personal and corporate brands. Like the companies (i.e. Hallmark) that stand out year after year during the holidays without relying on just another sale, you, too, can find the glory of the real meaning of this season.
Merry Christmas.
Ken
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