Spring 2006
“Issues Affecting Re putation Management and Strategic Communications”
Building Brand Identity, Managing Reputation:
An Integrated Approach
In 1996, ValuJet, a leading low-fare airline company, received an
abundance of negative publicity following an accident that caused
their planes to be temporarily grounded. By the time the airline
was allowed to fly again, the company’s reputation and brand
image was tarnished so severely that the airline couldn’t regain
enough customers to sustain profitability. On the verge of
financial ruin, the company recovered customer trust and
increased its stock price through a strategic integrated marketing
communication (IMC) campaign that was specifically designed to
rebuild and redefine the company’s brand and reputation.
Recognizing that the airline name had lost most of its brand
identity, the first step towards reestablishing its image was to
change the name from ValuJet to AirTran. The fully-integrated
IMC campaign not only repositioned the brand and generated
positive media coverage for the airline, but also redefined
The New Tools of the Profession
For my birthday this year, I received a nice card and a check
from my father-in-law. He believes in remembering people on
their special day and the gesture is always appreciated. As he
describes it, the check is “fun money” to be spent on something
you ordinarily might not buy or get as a gift. I knew exactly
what I wanted.
For years I have coveted one of those all-in-one tools – a
modern day Swiss army knife that includes pliers, wire cutters,
and a myriad of other must have instruments. The item is a
millennial survival apparatus that can do just about anything a
hand tool is capable of – that is – in the right hands. Herein
lies the message: All tools are useful for some purpose and can
be the source of ingenuity and achievement. A simple tool can
be used to carve a beautiful work of art, repair a broken toy or
shape a gentle curve of a piece of hand crafted furniture.
Tools are a means to an end, but their purpose comes from the
user’s intentions – good or bad. This issue of the Mt. Vernon
Report helps define new and useful tools and techniques to
help shape opinion, mend and advance reputations and improve
the quality of communications. Since the day when our cave
dwelling ancestors figured out that the lever and the wheel made
vol. 6 no.
low-fare air travel. Ensuring that all messaging and positioning
statements were integrated, the company put in place a new
corporate branding concept, a creative advertising, public relations
and promotion campaign, and an internal communications
program.
AirTran’s reintroduction and repositioning was extremely
successful. The campaign significantly increased the number of
passengers on each flight and tickets sold at a higher price than
projected. As of September 2000, AirTran’s planes were filled to
70.4 percent capacity, a 10.4 percent increase from the projected
60 percent. The average ticket price sold at $80, $15 above the
goal of $60. The company chose to publicize the
airline’s name change to build credibility through honesty. This
tactic proved successful – at a major press event, not one
{SEE BRAND IDENTITY - PG 2 }
for better ways of moving the world than back-breaking brute
force, man’s combination of intellect and innovation have
combined to make our lives easier, richer and better.
The integration of various communication tools and
techniques – the Internet, blogs and other advancements in
technologies have combined with the fundamental elements
of communications, such as advertising, direct marketing and
public relations, to create new means to affect human behavior.
Quoting Marshall McLuhan, “the media is the message,” we are
only now fully realizing this visionary’s grasp of the future.
We are defined by the tools we use and how we choose to use
them to reach their fullest potential. This is true more than ever
as we see the proliferation of cell phones, personal communi-
cations devices and continued miniaturization of technology.
The trick is to rule technology in order to do well in work and
in life - not to be ruled by it. No matter how skilled we become
in figuring out new tools and means to carry the message, we
must always remember what should be the true purpose of all
of man’s tools and creations—to make our world a better place.
{ B R A N D I D E N T I T Y - continued from PG 1 }
reporter asked questions or wrote about the name change or the
existence of the prior airline company.
Today, AirTran is one of the nation’s leading low-fare airlines,
operating over 600 flights a day to more than 40 destinations.
Since 2000, the company has continuously gained momentum
with significant increase in profitability and fleet size. In 2004,
AirTran also surpassed $1 billion in revenues. The company
received the “Best Low-Fare Airline” award for the third time
from Entrepreneur magazine.
This is one example of how IMC campaigns can help companies
maximize the communication impact to customers or sharehold-
ers, and promote understanding of a company’s brand. IMC is an
interconnected process focused on the consistent delivery of
messages across all marketing functions. Rather than operating
independently, the various disciplines of an integrated campaign
work together to ensure that all the messaging elements are clear,
concise, and consistent. The strength of a successful IMC
campaign is in the sum of its parts.
An IMC campaign achieves synergy in the integration of its
communication functions and should include at least three of the
following communication vehicles: advertising, public relations,
investor relations, sales promotion, product packaging, direct
marketing, personal sales, internal communications, events and
sponsorships and customer service.
Tom Duncan, founder of the IMC graduate program at the
University of Colorado-Boulder, has worked with multinational
companies including Sun Microsystems, BBDO Worldwide,
Nestle and McCann-Erickson. Duncan’s book, “IMC: Using
Advertising and Promotion to Build Brands,” defines IMC as “a
process for managing customer relationships that drive brand
value. More specifically, it is a cross-functional communications
process for creating and nourishing successful long-term
relationships with customers and other publics.” This is
important to note because a successful campaign will develop
long-term relationships with customers, which in turn, builds
reputation and creates brand loyalty.
A company’s brand identity reflects its reputation. The better the
company’s reputation, the stronger the perception of its brand.
It takes a long time to build reputation and brand image.
However, it can take only one mistake - one event - to damage a
company’s identity. With this in mind, a company must
remember to reinforce its communications messages to best
represent its overall image.
“The achievements of an organization are the results of the
combined effort of each individual.”
~Vince Lombardi
pg.
2
“Long-term relationships with customers are the most profitable
for a company,” states Abbott Ikeler, Graduate Program Director,
Integrated Marketing Communications, Emerson College. “An
integrated approach to reaching out to consumers helps develop
and sustain these relationships.” IMC campaigns help build
customer relationships that create profitable brands, because
often, brands lose customer trust and loyalty when companies fail
to grasp who their customers really are.
Identifying the needs of customers and understanding
the perceptions that are affiliated with a brand are keys to
developing successful relationships between a brand and its
audience. Once companies define these needs and perceptions, they
are able to develop messaging and an appropriate communications
strategy to target the right customer, in the right way. To build a suc-
cessful brand and reputation, we start with an interconnected
communications plan built on a unifying message.
An IMC campaign may not always be suitable for a company’s
communications needs. Implementing successful IMC
campaigns have the greatest impact when companies launch a
new product or service, enhance brand image, re-establish brand
identity, need to restore reputation or target new customers or
shareholders. In these situations, companies need to touch their
audience in every possible way to further enhance the impact of
the brand, and ensure its messages resonate. The communications
approach should be implemented in a strategic, yet creative,
manner to achieve maximum effect.
A successful IMC campaign communicates core messages to
target audiences in a strategic, targeted and integrated approach.
These campaigns can be powerful and efficient tools in reaching
audiences, building brands and fostering reputations. It is
essential for companies to ensure that all communications,
internal and external, promote a strong, consistent brand image
and reputation. A brand is a company’s most valuable asset, a
reputation is a reflection of its credibility, and its customers are
the lifeline of its existence.
~ Zoey Farooq
Abbott Ikeler, Ph.D. contributed to this article. He is currently an Executive-
in-Residence and IMC Graduate Program Director at Emerson College, Boston, Mass.
Previously, Dr. Ikeler was the Director of Communications for the Internet
and Networking Division of Motorola. He also held marketing, public relations
and advertising positions at Wang Laboratories, Digital Equipment Corporation, and
Harpell-Martins. Dr.Ikeler received his bachelors degree from Harvard University
and earned his Masters degree and Ph.D., both in English Literature, from the
University of London at King’s College.
Full Circle
Like the blacksmith of long ago, companies striving for success
in the future depend on the most basic business principle – a
solid reputation. Ironically, after the surge of the “knowledge “To manage a system
economy” and the billions of dollars of fiber optic infrastructure effectively, you might focus
and mass marketing campaigns, companies are coming full circle,
refocusing on the power of reputation.
on the interactions
of the parts rather
As a result of these changes and the increasing amount of
information they receive, consumers are far more sophisticated
than their behavior
when analyzing messages. They are often aware that they are taken separately.”
being marketed to, and have learned to block out the flood of ~Russell Ackoff
marketing messages targeting them on a daily basis. Despite this,
companies continue to shower consumers with strategically
developed marketing in attempts to influence purchase behavior. that it can control. Assuming that many companies already have
a superior product or service, supporting, growing and integrat-
New technologies, such as the development of websites, have
ing their reputation is key to their success. Fully integrated mar-
created additional communication vehicles for companies to
keting communications campaigns ensure that a consistent and
reach out to their consumers. Whether it is a flash advertisement
cohesive message are imperative, because any message
on a website or an email marketing message in our inbox, com-
confusion may dissuade even the best customer.
panies are continuously developing novel methods in attempts to
direct their communications messages to their consumers. Not only are a company’s integrated marketing communications
activities vital, but other external corporate touch points also
The advancements of technologies are most definitely creating
impact its reputation. A company’s reputation will encompass
new opportunities for the marketing efforts of companies. But,
relationships with outside vendors and, more importantly,
do consumers really believe these messages? Do they really
company employees.
understand and conform to the messages? And most importantly,
are companies over-exposing themselves? Smart companies recognize the need for genuine and honest
intelligence reports and customer service, accurate messaging and
Ultimately, customers seek the truth. They want to know the real
marketing, complete integration of all communications, and a
story they want transparency. The Sarbanes-Oxley Act is a solid
reputation management strategy that is relentlessly reinforced
example of the “trend for truth.” Companies need to effectively
throughout the entire organization.
manage their reputation both internally and externally to avoid
some of the catastrophes that plagued many companies over the Armed with tools that all companies have at their disposal today,
years. As a matter of fact, the more information made available, the blacksmith could probably sell many more horseshoes, but it
the stronger, and more successful, companies become. was his character and reputation that finally closed the sale –
along with a firm handshake. It’s good to know that some things
A company’s reputation is quickly becoming a critical element to
will never change. ~ Scott Emberley
its existence. This is good news, because it is something

“United we stand, divided we fall.”

~Aesop

pg.
3
 “Coming together is the beginning.
Keeping together is progress. Working together is success.”
~Henry Ford

Additional Integrated Marketing Communications and Business Books

“The New Marketing Paradigm: Integrated Marketing “Integrated Marketing Communications:
Communications” Putting It Together & Making It Work”
by Don E Schultz, Stanley Tannenbaum, Robert F. Lauterborn by Don E. Schultz, Stanley I. Tannenbaum, Robert F. Lauterborn
(McGraw-Hill) (McGraw Hill)

“Readings & Cases in Integrated Marketing “Marketing Communications: Integrated Theory,

Communications” Strategy & Tactics”
by J. Stephen Kelly (Rancom Communications) by James G. Hutton, Francis J. Mulhern (Pentagram Pub.)

“Driving Brand Value Using Integrated Marketing to

Manage Profitable Shareholder Relationships”
by Tom Duncan, Sandra Moriarty (McGraw Hill)

The Reputation Advisor: Maintaining Strong

Relationships Will Ensure Your Campaign’s Success
Successful integrated marketing programs rely on the work of
many resources. Advertising and public relations agencies, web
site designers, brand managers, suppliers and other outside
vendors work together toward the common goal of making your
integrated campaign the best that it can be.
When planning an integrated campaign, here are a few tips to
keep in mind:
• Designate a project manager – this will ensure organization
and efficiency especially when working with numerous
outside vendors. The project manager will be the point
person for all decisions; he or she will also be responsible for
making sure vendors adhere to deadlines.
of the highest quality. Set reasonable deadlines based
on the time frame of the project. Communicate these
deadlines clearly, and hold to that schedule.
• Keep your team involved – the project manager must make
sure that all team members are aware of the changes to the
program. Changes made without proper communication
negatively impact other team members’ motivation and work.
• Be courteous – treating everyone working on a project with
respect and courtesy is imperative to the success of the
project. Whether in a meeting, on the telephone, via email or
chatting with a team member outside of the work place,
always remain courteous to those that you rely on to produce
quality work.

• Set and stick to manageable deadlines – do not try to be • Have fun – integrated campaigns are successful because of the
overly ambitious when planning your integrated marketing teamwork and collaboration of many individuals. Enjoy the
campaign. If the project is rushed, the end result may not be process and the rewards! ~ Margaret Brady

Please visit us on the World Wide Web at: http://www.mountvernonreport.com

The Mount Vernon Report™ is published and copyrighted 2006 by Morrissey & Company, an independent Reputation Management and Public Relations firm headquartered
at 121 Mount Vernon Street, Boston, MA 02108. Permission to copy and distribute is granted, provided that full attribution is given to Morrissey & Company. Further
commentary or response to any of the topics discussed in this issue is welcome and should be directed to 617-523-4141 or via e-mail to peter@morrisseyco.com.

Printed on recycled paper.

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