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7/ TheBucknerClarion.com August 28, 2014 Community News Business Brief: Embrace the Negative Alderman Randy Buckallew Shares Hopes and Desires for City of Buckner the chain came in at the bottom of the heap, tied with Chuck E. Cheese. Domino's needed to reinvent its brand and decided to deploy a rarely used marketing tactic – honesty. The pizza chain highlighted its own weaknesses and failures. "You can either use negative comments to get you down, or you can use them to execute and energize your process of making pizza. We did the latter," said CEO Patrick Doyle in the company's Pizza Turnaround documentary. With the help of internal stakeholders, engaged staff and marketing strategists, the company used messaging that was honest and that depicted its [desired] brand perception. What resulted was an invigorated, revived brand that now touts the tagline, "Oh Yes We Did." Domino's also communicated its messaging consistently across all channels: its corporate site, microsites, social media platforms, radio, TV and print advertising. It worked. Since coming dead last in a taste test in 2009, Domino's stock has gained 233 percent, compared with 37 percent for its rival Papa John's. Domino's teaches that honesty goes a long way. Embracing the negative is a smart first step in revitalizing a brand. The word "brand" is a term that is overused. Brand is often tossed about loosely to mean a company's logo, tagline or look and feel. However, logos, taglines and a company's look and feel are branding elements used as visual markers to help consumers distinguish a brand from the others. The actual brand comes first, the branding elements used to visually identify a brand come second. A good brand underscores its principles and values (brand promise) consistently and credibly, is distinguishable and maintains relevancy in the marketplace. Its logo, tagline, tone, messaging and look and feel are visual manifestations of the brand. Another brand component is brand perception. It is defined as the customers' sum of experiences and expectations measured against the degree in which a company delivers on its brand promise. For any company looking to rebrand, brand perception is the starting point. Changing a negative brand perception is a difficult process, but it's doable. Domino's Pizza was challenged with fixing its negative brand perception. People likened the pizza to cardboard. To add insult to injury, in a 2009 taste test By Tonia Wright Q: How long have you served as alderman? A: I was elected as Alderman by the citizens of Buckner in April of 2012. I have also served on the Planning and Zoning Committee as both committee member and chairman. Q: Who or what encouraged you to take this position and why? A: My wife, Dawn, encouraged me to get involved. I grew up in Buckner, and I believe that the Buckner I knew 50 plus years ago can happen again, and be even better. Getting involved gives me an opportunity to be a part of the revitalization. Q: What have been some of the biggest City accomplishments during your tenure? A: I realize that the street improvements have been in the works long before I came along, but actually seeing progress has been a plus. The downtown area and new City Hall will serve our community more effectively, and be a cornerstone for growth. As we continue our efforts to tackle concerns regarding the infrastructure and streets, and the revitalization of downtown Buckner, I only see great things on the horizon. Q: What are your biggest concerns? A: I believe that reputation and trust are big concerns. Buckner has had some bumps in the past, but we are on our way back. I have learned a lot by listening to the constituents and hearing what people have to say. Their concerns and issues, both good and bad, are legitimate. My job is to take this information and make an effort to do both what makes sense, and what is good for the community. I truly believe that the core group of decision makers is looking out for what is best for the citizens and the City of Buckner. Q: If you were granted three wishes for Buckner, what would they be? A: 1. Economic development: Make Buckner more attractive for businesses to come and stay. 2. Infrastructure improvements: Continue our efforts to keep our city safe and well maintained. 3. Community support: There are many opportunities to keep our tax dollars in Buckner. Shopping Buckner first is a great way to support the local businesses. Q: What is the "one thing" that must be accomplished in Buckner and why? A: Community involvement. The opportunity for citizens to participate is greater than ever. There are many ways to be informed of what's happening in our town. In addition to the city website and local newspaper, the Board of Alderman meetings, Believe in Buckner committee meetings and town hall events are a great way to start. I encourage everyone to try to get involved in our future. Your opinions are valuable. Keep in mind that no one can just come in and fix the issues that face us. Buckner can be a great place to live, but we can't do it alone. It is up to all of us to come together as a community to make things happen. (The full Q&A is continued online at TheBucknerClarion.com.) grace advertising & consulting, inc Your brand marketing specialist. 660.259.3700

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