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THE MICHIGAN CHRONICLE


June 9-15, 2010 Page A-4


Why branding goes beyond fancy name and logo


By C. Paschal Eze SPECIAL TO THE CHRONICLE


Many people tend to see


branding as all about creating, enhancing and promoting a fancy business name and logo, which are good to have. I can’t imagine a serious business (or non-profit organization) with- out a name and logo.


Business name and logo


are important to identify a business, but not necessarily to make people in the target market favorably and loyally disposed to the business and its product or service.


Our streets


Some of us have challenged leaders and the institution of local government to step up and take charge. Rev. Wendell Anthony, president of the De- troit Branch NAACP, agrees that drastic situations, such as the recent, deplorable wave of killings in Detroit, demand drastic action and workable solutions.


To that effect, Anthony


pulled together parents, com- munity activists, heads of local groups and institutions, churches, experts from the academy to interface with some of our leading law en- forcement agencies, including the Michigan State Police, U.S. Marshall’s Office, the Detroit FBI Office, U.S. Attorney’s Office, Wayne County Sheriff Department and the Detroit Police Department in seeking solutions.


This cross pollination of


ideas to be held at Martin Luther King High School June 14 from 5:30 to 8 p.m. is de- signed to put people and re- sources together.


“It is not designed to be


just another meeting,” Antho- ny said. “It is designed to put people together with programs and opportunities for change that are currently working in communities around our city. There is a role for everyone to play in helping resolve these problems.”


Themed “Community Polic-


ing and Violence Prevention: Building Bridges that Work,” this community-wide event is badly needed and long over- due.


“There must be a continu-


ous discussion and implemen- tation of programs that include jobs, recreation and education for all those that are involved,” Anthony said. “There must be a different culture and under- standing nurtured in order to engage in mutual respect and a change inside our commu- nity.”


Anthony noted that the


rally is not a witch-hunt and would not be the place to play the blame game.


“We are very much aware


of the issues involved on both sides of the discussion of law enforcement and respect for the community,” he said. “This open discussion is de- signed to develop and offer solutions to the problems that are the facing the city. We be- lieve that Detroit is better than the violence and the pain that we are seeing erupting daily from the streets of Detroit.”


Detroit has indeed expe-


rienced a lot of pain as one of the most misunderstood urban centers in the nation. Still, there is great potential,


and there are those who be- lieve the beleaguered city can rise again, much like the phoe- nix of classical mythology. But it will take a concerted effort by those who care.


Several leaders participat-


ing in the Building Bridges forum expressed optimism.


“I have the highest expec-


tation and unwavering con- fidence that this upcoming event will stir up in our com- munity the social capital, social discipline and social and personal responsibility needed to build a culture of healing and peace,” said Alice Thompson, CEO, Black Family Development.


The most recent shootings have put the city on the na-


Andre Smith photo From page A-1


fear among some who have to carefully choose where they go and at what times they go out.


That is why the gathering


next Monday at King High is critical. As Rev. Anthony said, there is something for every- one to do.


“Detroit Coalition Against


Police Brutality is pleased to join with the Detroit Branch NAACP in seeking a vision which is needed in our com- munity,” said spokesman Ron Scott. “For years we have sought to end police brutal- ity and we continue with that struggle.”


We have to take back the


streets of Detroit. If we have inclination, the desire and the


“I’d rather be a free man than to be mentally enslaved by the psychology of violence — whether it is triggered by the harsh economy or simply a way of life for some individuals — that has created terrible fear among some who have to carefully choose where they go and at what times they go out.”


tional map as one of the most violent in the nation, a hurtful reminder of when Detroit was dubbed the Murder Capital of the World.


But time wasted debating


how the city is perceived na- tionally is time that could be spent more productively, look- ing for solutions to address the problems that hinder us.


“We are at a unique time in


the history of this city. It will take everyone working togeth- er — law enforcement, police and community leaders,” said Andrew Arena, Detroit FBI di- rector.


Detroit cannot be a come-


back city if the streets are not safe, if our senior citizens feel imprisoned in their own homes, if our young people continue to be involved in murderous confrontations, etc.


Our level of toler-


ance towards violence is part of the problem. It sends the wrong message. To put it an- other way, we should be out- raged. We should be as upset as actor Peter Finch was in the celebrated film “Network” when he screamed, “I’m mad as hell and I won’t take it any- more!”


I’d rather be a free man


than to be mentally enslaved by the psychology of violence – whether it is triggered by the harsh economy or simply a way of life for some individu- als – that has created terrible


wherewithal to expound on and protest everything that has gone wrong in Detroit, we should have the same zest to sit at the table and offer con- crete, realistic solutions.


I’ve always wondered why


after so many slayings of chil- dren and adults, we still have a conspicuous silence from some of those in charge of institutions that could lend resources to help alleviate the problems. The silence is almost as sinister as the crimes that are being commit- ted.


The city is not dead. It is


alive and can become a model for other struggling cities. However, for that to happen every hand must be on deck, and the Detroit Branch NAACP is leading the charge.


Detroit’s future is in our


hands. To register for the event,


call (313) 871-2087 or visit www.detroitnaacp.org.


Watch senior editor


Bankole Thompson’s weekly show, “Center Stage,” on WADL TV 38, Saturdays at 1 p.m. This Saturday, June 12, will feature a roundtable with Dr. Nicole Metcalfe, Dr. Her- bert Smitherman and Republi- can Paul Welday debating the impact of the historic health care legislation in Southeast Michigan. E-mail bthomp- son@michronicle.com.


So, do all you can to have


a nice name that is easy to re- member, pronounce and write and a logo that is attractive and meaningful, but for good- ness sake, diligently tap your full potentials and carefully fulfill your promise to your target audience because they will return the favor.


How? If your kids yearn for food


as you drive past a McDonald’s double arch sign, it is because the logo reminds them of the experiences they’ve had with McDonald’s. They want to have such experience all over again. The logo reminds them of the experience and they want an encore because the experience was good.


Of course, if the experience


was bad, the logo will evoke a negative feeling, and though they are hungry, they may likely prefer to wait until you find another fast food restau- rant. Thus, the king here is in the quality, variety and af- fordability of the food and how customers are treated, and the double arch logo is its errand boy.


Every business has a need


to properly position and pres- ent itself and its product or service in a way that would make people in its properly understood target market think of its product or service first and favorably when they have a need for such product or service.


I may be the only C. Paschal


Eze on earth, but I am not the only rebranding and inbound marketing consultant there is. I have many competitors. And it is wrong of me to fold my arms and wait for friends, relatives and neighbors to hire me for anything other than the distinctive quality of my ser- vice and its delivery.


I understand why people in


ethnic communities promote buying within such communi- ties. It is a good thing to “buy within” but it is remarkably better to buy from those in your community who not only offer you real quality but also appreciate and value you.


Thus, instead of “Buy


Black,” I would promote “Buy Quality Black” because I be- lieve there are individuals and organizations providing quality products and services in the Black community and patronizing them encourages them while challenging others to step up.


People buy from whom they


trust and trust. Consumers want to have the best value for their money and the best experience with the products and services they buy.


So, what would make Blacks


who are part of the people in my target market think of me first if there are other Blacks offering similar rebranding


Queens Street renamed in honor of Sean Bell


By Cyril Josh Barker Rainy conditions didn’t stop


crowds of people from attend- ing the ceremony to rename a street in Queens after the late Sean Bell. Liverpool Street, be- tween 94th Avenue and 101st Street, will now bear the name of “Sean Bell Way.” The street is significant in that it is the location where Bell was shot and killed in November 2006 in a hail of 50 bullets at the hands of the NYPD before his wedding day.


Community residents and


leaders gathered May 18 at the intersection of 94th Avenue and Liverpool Street where a stage was set up. Through- out the event, musical acts consisting of local artists performed tributes to Bell on what would have been his 27th birthday.


At around 6 p.m., the crowd


gathered around the light post that bears the Liverpool Street sign to reveal the new Sean Bell Way sign underneath. City Council Members Leroy Comrie and Thomas White Jr. sponsored the legislation for the street renaming that was signed into law last Decem- ber.


SEAN BELL seen here with his fiancée and daughter was killed a day before his wed- ding.


“By renaming a street after


Sean Bell, we are creating a symbol for the community, one that will last through the generations, not only serving as a reminder of what hap- pened on that fateful night, but also of what arose out of the ashes of the tragedy,” said White.


Comrie said that the Bell


family came to him with the idea for the street renaming


as an opportunity to memori- alize Bell. It also serves as a reminder to the city and the NYPD to improve on commu- nity-police relations.


‘’Too often, tragic incidents


like this occur every genera- tion and are soon forgotten over time,” Comrie said. “I be- lieve that we can use this re- naming as a teaching tool to future generations. The resi- dents of this street, the mem- bers of Queens Community Board No. 12 and Sean’s family are in agreement that this is the best way we can truly me- morialize this tragedy.”


Bell’s fiancée, Nicole Paul-


tre- Bell, said that while it was a long road to get the street renamed, it was fitting to hold the event on Bell’s birthday and that it is helping as she continues with her emotional healing. Bell left behind two young daughters when he was killed.


She said, “I have to stare at


it because I can’t believe it. It’s a good thing for my daughters to see that, with all the nega- tivity around, something good can come out of this. When ev- eryone walks down this block, even when we are dead and


gone, people will always re- member who Sean Bell was.”


The Rev. Al Sharpton has


been supporting the Bell family since the fatal shooting and was on hand at Tuesday’s event. Sharpton said the street sign serves as a chilling but helpful reminder.


“We want every time some-


body rides down this block to know what happened,” he said. “They will know that there was a young man who wanted to do the right thing and we are going to fulfill his dream.”


City Councilman Charles


Barron said that while the street renaming is a step in the right direction, the Bell family has yet to receive justice for their loss. The three officers charged in Bell’s killing were acquitted in April 2008.


“We have to keep on strug-


gling,” he said. “I’m glad for the family, their heart is feel- ing good, and for that, this is a great day. The bottom line is that we are all Sean Bell. These killers are still walk- ing around this city and the government has not brought them to justice. So until that time, we are all in danger.”


Paschal Eze


and inbound marketing con- sulting services? I say because they know and trust me; they understand that I truly appre- ciate and value them, that I understand their ever-chang- ing needs, that I have been re- sponding to such needs at the right time, place and price, and that I have been giving them a customer experience they will not get elsewhere.


Since business is about


providing needed or wanted products or services to spe- cific people or organizations, branding should be about making the nature, delivery and pricing, among other things, of such products or services stick positively with the target market in a way that sets a business apart from other businesses providing the same products or services.


As you can imagine, Detroit,


like other big cities, has many restaurants. Assuming all of them are owned and staffed by Blacks (but they aren’t), calling your restaurant “Detroit Black Restaurant” does not really represent branding, nor does giving out your beautiful logo- adorned business cards at a tourism conference down- town.


But if you make your res-


taurant up-market and posi- tion it by its location, ambi- ance, menu, waiter services and pricing to offer its target customers a unique and en- during experience, then you are talking about branding.


You are also talking brand-


ing if you make it a seniors- only, eat-in restaurant with daily live bands chosen by clients in a daily vote, and a free monthly birthday bash for a senior chosen in a monthly draw. You are also talking branding if you make it an eco- friendly restaurant, targeting friends of the environment, with solar-powered kitchen and recyclable plates and so on.


While a brand captures the


personality of a product or service, its emotional and per- ceptual make up and appeal (or otherwise), branding is. simply put, about concep- tualizing, creating, nurtur- ing, nourishing, promoting and focusing on the distinct and dependable qualities of such product or service in a way that ensures clear target market understanding and ap- preciation and yields positive experience and consequential emotional attachment.


It is about standing out


positively and dependably in the minds and eyes of your target audience. And when this happens over time, the business logo, for instance, enhances and reinforces the brand equity.


Johnson The appointment comes


after a seven-month nation- al search that identified a number of talented candidates who were considered by the Search Committee, the Board of Trustees and the internal and external Becker College communities.


Johnson, a native Detroiter,


is a Cass Tech graduate and an alumnus of Morehouse Col- lege. He has served as senior vice president of Sinclair Com- munity College in Dayton, Ohio since 2006. He is the nephew of the late Robert E. Johnson, who was the asso- ciate publisher and executive editor of Jet magazine and a past contributor to the Michi- gan Chronicle.


“Through extensive dia-


logue over the past several months, Dr. Johnson has de- veloped a solid appreciation of Becker — our history, culture, strengths, challenges and opportunities,” said Arthur “Jay” DiGeronimo, Jr., chair of the Becker College Board of Trustees. “The trustees are


Seeing the name Toyota,


Mercedes, Ford, Honda or GMC and their logo on a car could speak of proven reliability to many in its target market. But this did not happen overnight, but over many decades.


When you mention the


name Ford or when someone sees the Ford logo, it evokes a certain sentiment because Ford has made a deep and last- ing impression in the minds of people over time. It has taken permanent residence in the minds of those who need, use, discuss or deal with the types of automobiles it makes. And if it is a positive occupancy, Ford wins, but if it is negative, Ford suffers.


Does that mean it would


take you many decades to get to that positive occupancy? Not necessarily. It took You- Tube about a year to become a global brand, such that when you talk of free online (mainly amateurish) video sharing, people think of YouTube first. Talk of micro-blogging, and people readily think of Twit- ter which is less than five years old. Facebook, whose 400 million members are large enough to easily make it the third most populous nation on earth (behind China and India), is the face of social net- working and it is less than ten years old.


As you pursue branding


your business, ask your- self these vital questions:


1. Do I understand my busi-


ness well enough to present it in a way that earns the con- fidence of people over time?


2. Do I understand my prod-


uct or service well enough to communicate it to my target market as ideal for meeting their specific needs or wants?


3. Do I understand my


target audience well enough to convince them I am the best person (of all the com- petitors) to satisfy their specific needs or wants?


4. Do I understand my com-


petitors well enough to dif- ferentiate my offering from theirs, and to stay ahead of the game?


So, it is a promise seen as


kept, a potential rightly tapped, a value rightly attached to a business and its product(s) or service(s).


Also known as the Rebrand-


ing Strategist, C. Paschal Eze’s passion is being an expert in growing small brands through the power of methodical re- branding. His ten well-regard- ed books include “Prominence Power Kit.” Your questions can be answered on his web- site: http://www.rebranding- strategist.com


From page A-2


confident that Dr. Johnson, with his excellent leadership qualities, experience, energy and commitment to our mis- sion, will be an outstanding president.”


“I am committed to ad-


vancing Becker’s mission of providing quality programs in unique, high-demand career niches to a diverse student population,” said Johnson. “I am excited about engaging the entire college community in efforts to enhance Becker’s reputation as a provider of ex- ceptional learning experiences for career-oriented students.”


Johnson holds degrees in


economics, education admin- istration and higher education administration.


He began his career as an


executive director for admis- sions, marketing and enroll- ment management at Central State University in Ohio. He later became vice provost at Oakland University, then vice president for enrollment man- agement at the University of Dayton.


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