Good Economic News!

Here are just a few of the positive economic announcements that have come my way in recent weeks:

Online customer review company, Angie’s List, plans to expand its headquarters in Indianapolis, Indiana, adding 500 new jobs.

Augusta, Georgia-based FPL Food, LLC, plans to expand its beef processing operation in Richmond County and add 100 new jobs.

Core Molding Technologies, a plastic molding company, plans to establish a manufacturing facility in Gallatin County, Kentucky, adding 39 new jobs.

Confluence Watersports, a manufacturer of kayaks, canoes and other water accessories, plans to move to a new facility on Greenville, County, South Carolina, creating 72 new jobs.

In Indianapolis, Indiana, Old Dominion Freight Line, Inc., a freight carrier company, has announced plans to expand its regional hub and create 183 new jobs.

 

C&F Group, a provider of components to the automotive industry, will open a new facility in Kingsport, Tennessee and create 450 new jobs.

In Huntsville, Alabama, Teledyne Engineering has been awarded a defense contract that will create 50 new jobs.

EMC, an information storage company, has announced plans to open a new office in Chicago, Illinois, adding 200 new jobs.

In Carmel, Indiana, Belden, Inc., a maker of wire, has announced plans to expand its operation and add 40 new jobs.

Amedisys Home Health, a provider of home health services, is presently seeking 646 new employees across its operation.

Near Wilmington, North Carolina, GE Aviation plans to expand its jet engine workforce and add 20 new jobs.

Modern Forge, a maker of parts for the aerospace, truck and recreational vehicle industries, has announced plans to open a new facility in Merrillville, Indiana and add 240 new jobs.

Firth Rixson Limited, a provider of components to the aerospace industry, will expand its workforce in Midway, Georgia, adding 100 new jobs.

In Memphis, Tennessee, Kruger Products, LP has announced plans to expand its existing mill and create 100 new jobs.

Delta Airlines is presently seeking 268 new workers, system-wide.

Meritor, Inc., a provider of precision forged products, plans to expand its manufacturing operation in Morristown, Tennessee, adding 29 new jobs.

Quaprotek USA, a maker of metal parts for the automotive industry, will locate a new production facility in Lauderdale County, Tennessee, creating 126 new jobs.

Griffin Thermal Products, LLC, a maker of products for the auto and industrial sectors, will expand its operation in Piedmont, South Carolina, adding 50 new jobs.

Examination Management Services, an insurance industry company, is presently looking for 111 new employees.

In Muncie, Indiana, Indiana stampings, LLC, a maker of metal products for the automotive industry, plans to expand and add 75 new jobs.

In Menomonie, Wisconsin, 3M has announced plans to expand its aluminum transmission line, adding 25 new jobs.

Clopay Plastic Products Company, a maker of specialty films, coatings, printing and laminations, will expand its operation in Bracken County, Kentucky, adding 290 jobs.

Seniorbridge, a healthcare company, is presently seeking 30new employees company-wide.

Phoenix Closures, a maker of plastic packaging, plans to locate a new plant in Greencastle, Indiana, adding 90 new jobs.

TOTAL JOBS ANNOUNCEMENTS: 3,834

We receive numerous announcements each week that announce that several jobs have been “retained or created.” While retention is important, we will not use announcements that fail to define exactly how many jobs were retained and how many were created. We want specifics.

If you have jobs announcements, please send them my way.  

jim@brandaccel.com

www.brandaccel.com

Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture, engineering and construction (aec).

Great Web Sites are Workhorses

Clever gizmos and gadgets may to more harm than good

Web sites are getting more sophisticated with each passing day. Not because of all of the cool apps and gadgets but because their owners are waking up to the immutable fact that they are business tools, not games. And, because owners are realizing that web sites need to be part of a broad and integrated program. Together with direct marketing, e-mail and social media, effective web sites demand an overall strategic plan that drives audiences to them.

In our target industries; economic development, architecture, engineering and construction (aec), web sites are very utilitarian. More than any other purpose, visitors use them as research tools. They come to them looking for information and answers. “Does this builder understand the requirements of my new hospital facility?” “Is the workforce in this area prepared to handle the demands of our new pharmaceutical research center?”

Unlike energy drinks or computer games, where “cool” is everything; these sites must make it very easy to find answers to these and other very important business questions. Their purpose is not to dazzle the prospect, they need to inform and differentiate in order to stay “on the list.”

But Jim, what about this really cool app?

I’m often asked this question and I fully understand the allure of a web site that does really cool stuff. However, if the cool app does little or nothing to assist the visitor accomplish his or her mission; it could very well become a hindrance, causing frustration and an early departure. They may leave and take you off their list. Nobody is going to keep you on the consideration list just because your web site has the coolest app they’ve ever seen.

Does a workhorse web site have to be boring?

Absolutely not! That’s not what I’m saying. What I am saying is that a great business site should be developed primarily with the goal of understanding what visitors are looking for and helping them find it. If a clever app can enhance the process and help visitors accomplish their mission, by all means, you should go for it.

Ask the audience!

Because of our highly-targeted industry approach, we make it a point to go to our audiences and asking them what they like or dislike about web sites. We regularly talk with higher education and health care facilities administrators, site selection consultants and C-Suite real estate executives. Here’s what they tell us:

Beauty had better be more than skin deep

A beautiful web site is, well, beautiful, but there had better be substance behind that beauty or you’re at risk of elimination. On the other hand, an ugly site can do serious damage to your chances of winning a project. I recently met an architect who was convinced that her firm lost a $4 million project because the prospect was turned off by her company’s ugly web site.

Effective business web sites must be beautiful, easily navigable and very informative.

Don’t just say it, prove it!

It’s one thing to say your community has a skilled workforce, you’d better be prepared to back it up. If your workers are especially adept at running CNC machines, prove it by explaining how that happened and by listing other demanding area employers.

If your company is an engineering firm with tons of experience working with heart hospitals, make sure your portfolio reflects it and be sure to include a testimonial from a heart hospital representative.

Be sure your web team knows your business

When the time comes to develop your new web site, you need a team of players who thoroughly understand what you do. Does the designer know anything about site selection consultants and how they use web sites? Has the copywriter heard of or met a building administrator from a university or school system? Has the programmer had any experience with or understanding of how a real estate broker navigates a web site? These are very important questions. If your web team doesn’t thoroughly understand your customers, how are they supposed to develop a web site that will accomplish your business objectives?

What about mobile devices?

With the advent of such tools as the i-phone, i-pad, BlackBerry and other devices, there is a big push to make sure web sites are mobile-friendly, but it’s important to understand how they’re being used by your customers. Right now, they’re considered quick-glance and navigation tools. A site selection consultant might take a quick glance at your community just to form a cursory opinion about whether to keep it on the list or eliminate it because of missing information or because the site is hideously ugly. Don’t laugh, it happens. They might also use their navigation tool to find their way to your office or industrial park.

At Brand Acceleration, we track the analytics of numerous web sites and can tell you how many visitors hit a web site from their mobile device and can tell you that when the real research begins, they’ll do it from their computer, not from their mobile device.

It’s not about you!

The most common mistake, in my opinion, is when a company of community believes their web site is all about them. They load the copy with “we,” “our” and “us.” The problem is that they forget about the audience. The design, writing and development should be for the customers and should serve their needs and expectations.

As I mentioned, the team at Brand Acceleration is passionately focused on our clients’ target audiences. Our goal is to effectively connect the two sides in order to get our clients onto the consideration list and keep them there.

Jim Walton

CEO

jim@brandaccel.com

www.brandaccel.com  

Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture, engineering and construction (aec).

Good Economic News
Here are just a few of the positive economic announcements that have come my way in recent weeks.                          

In Garysburg, North Carolina, Enriva, a maker of wood pallets, will construct a new manufacturing plant and hire 62 people.

Franklin Electric Company, Inc., a manufacturer of systems nd components for water and automotive fuels, has announced plans to locate its headquarters and create 35 new jobs.

Verizon Wireless plans to hire 4,250 new college graduates this year.

Adams Scrap Recycling, LLC, a metal recycler, plans to expand its operation in Greenville County, South Carolina, creating 50 new jobs.

Schaeffler Gtoup, USA, a maker of automotive components, plans to expand its operation in Chesterfield County, South Carolina, adding 100 new jobs.

Osmotica Pharmaceutical Corporation has announced plans to open a research and development and manufacturing operation in Marietta< Georgia, creating 156 new jobs.

In Christian County, Kentucky, FP International, a packaging company, plans to expand its operation and add 60 new jobs.

CAP Technologies, a metal coatings company, will open a new coatings facility in Denham Springs, Louisiana, creating 43 new jobs.

In Gary, Indiana, CN Railroad plans to expand its facility and add 251 new jobs.

HITSG, a developer of software, plans to expand its business in Durham, North Carolina, creating 45 new jobs.

In Spartanburg County, South Carolina, Fehrer Automotive North America has announced plans to expand its production operation and add 130 new jobs.

Monaco RV, LLC, a manufacturer of recreational vehicles, has announced plans to expand in Wakarusa, Indiana and hire 400 people.

In Spartanburg, South Carolina, BMW has announced plans to increase its workforce and add 100 new employees.

Enterprise Rent-a-Car plans to retain the services of 8,500 college graduates throughout the organization.

In Atlanta, Georgia, Proximus Mobility, a provider of location-based marketing services, will open its headquarters and create 100 new jobs.

In Cloverport, Kentucky, Breckinridge Forest Products Company will resume a log yard and sawmill operation, creating 12 new jobs.

RockTenn, a manufacturer of corrugated and consumer packaging and recycling solutions, plans to expand its headquarters in Norcross, Georgia and create 500 new jobs.

CSN Stores, an online retailer, plans to open a new distribution center in Hebron, Kentucky and create 105 new jobs.

In Jackson County, North Carolina, HomeTex, Inc., a textile company, plans to expand and create 200 new jobs.

DPG Intelsius, LLC, a maker and distributor of temperature-controlled packaging, has announced plans to expand its operation in Indianapolis, Indiana and hire 80 people.

TOTAL JOBS ANNOUNCEMENTS: 15,179

We receive numerous announcements each week that announce that several jobs have been “retained or created.” While retention is important, we cannot use announcements that fail to define exactly how many jobs were retained and how many were created. We want specifics.

Customer Perception – Your Reality

What others believe can hurt you

Beginning in the 1970’s, when the nation was dealing with a major shortage of fuel and high gas prices, American car buyers were flocking to smaller, lighter, and more fuel efficient foreign brands. In a mad dash to protect market share, American companies were making their cars smaller and smaller with each model year. As a result of poor planning, brands like Cadillac began looking much like sister brands such as Oldsmobile, Buick, and Chevrolet.

Unfortunately for Cadillac, customer perceptions didn’t fit the new products. In the minds of Cadillac buyers, the brand was a larger and more comfortable luxury car. Buyers left in droves. They flocked instead to luxury brands such as Mercedes Benz, Lexus, and Acura. Cadillac was in trouble.

Marketing in the twenty-first century is much the same. At Brand Acceleration, we are often contacted by company or community leaders who have no clear idea what their brand represents. They assume that what their staff or citizens believe is what their prospective buyers and employers believe. Much of the time, they’re wrong. If your ads, brochures, web site, and other marketing materials attempt to sell a message that is out of sync with audience perceptions, they won’t believe it, and sales results will be very disappointing.

The Las Vegas Experiment

From the 1930’s, Las Vegas had a reputation for gambling, showgirls, prostitution, and entertainment meant to attract the thousands of workers on the Boulder (Hoover) Dam project. The city and its brand were edgy, gritty, and not meant for children. It was a no-holds-barred adult entertainment capital.

In the 1990’s, Las Vegas attempted to broaden its appeal by promoting itself as a family-friendly destination. Sadly, consumers would have no part of it. The message was out of sync with their perceived reality. The effort bombed. So, in 2004, the “What happens here, stays here” campaign was launched, clearly going back to the reality of customer perceptions. One study showed that for every dollar spent on the campaign, twenty-six dollars were returned.

Understand audience perceptions

It’s very important to have a clear understanding of audience perceptions and there’s only one way to do it. Go to the source. Our preferred approach is to conduct benchmark brand research as a way to discover the true opinions of each of the key audiences, and there are always at least three. Through a series of exercises and carefully crafted questions, we discover the feelings, thoughts, and emotions that are common among all audiences. With this newfound information, we can craft a message strategy that is believable and effective.

Another truth is that communities and companies may actually have no brand. It’s possible that your key target audiences may know little or nothing about you, resulting in no brand position at all. The good news is that your marketing communications effort may be starting with a clean slate. The bad news is that people may be free to make dangerous assumptions about you. Any marcom effort though, would have to resonate in the minds of insiders, otherwise the effort will fail.

Does every effort require brand research? No! But it sure makes a huge difference when asking the key question, which is, “Who are we?”

Jim Walton

CEO

jim@brandaccel.com

www.brandaccel.com  

Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction and real estate.

Good Economic News!

Here are just a few of the positive economic announcements that have come my way in recent weeks:

In Dinwiddie County, Virginia, Spiniello Company, a specialist in underground infrastructure construction, will establish a new operation and hire 35 new employees.

Data center and consulting services provider SIS has announced plans to expand its facility in Lexington, Kentucky, adding 15 new jobs.

In Greensburg, Indiana, One Solution Logistics of Indiana, Inc., a logistics supply company, will expand its operation and create 191 new jobs.

Accounting network operator PricewaterhouseCoopers (PwC), plans to expand and hire 45,000 people globally in 2011, including 10,000 in the U.S.

In Henderson, North Carolina, solar equipment maker Semprius will locate a production facility and create 256 new jobs.

In Beaver Dam, Kentucky, steel fabrication company Dynamic Fabrication will expand and create 22 new jobs.

Winova PVD Coatings, LLC, a provider of coatings to the auto industry, will expand its operation in Warsaw, Indiana and hire 70 people.

Insurance company Cigna Corporation has announced plans to expand its operation in Pittsburgh, Pennsylvania and hire 164 new employees.

In Blackford County, Indiana, pet food maker Naturally Recycled Proteins, will open a new manufacturing facility and create 68 new jobs. Congratulations to Brand Acceleration friend Rob Cleveland, with the Blackford County Economic Development Corporation.

ITT Defense and Information Solutions will establish its corporate headquarters in Fairfax County, Virginia, creating 100 new jobs.

Music Mountain Water has announced plans to invest in its facility in Shreveport, Louisiana, creating 25 new jobs.

In Allen County, Indiana, R3 Composites Corporation, a maker of metal and plastic molded components, will establish a new manufacturing facility and hire 400 people.

Masonite International, a maker of residential and commercial doors, plans to expand in Bamberg County, South Carolina, adding 159 new jobs.

Ford Motor Company recently announced ambitious global expansion plans to grow by 50%, adding 7,000 jobs in the U.S.

MVP Group, a manufacturer of fragrance products, will expand its operation in Surry County, North Carolina and add 67 new jobs.

Allegient LLC, an information technology company, will expand its operation in Carmel, Indiana, adding 42 new jobs.

In Dorchester County, South Carolina, Coastal Corrugated, Inc., a packaging maker, will expand and add 26 new jobs.

BASS LLC, a publisher and fishing industry company, will move its headquarters to Birmingham, Alabama, creating 50 new jobs.

Online retailer Amazon plans to build a fulfillment center in Phoenix, Arizona and expand another in the same city, adding over 4,000 jobs.

CertainTeed Roofing, a maker of asphalt roofing products, will expand its facility in Granville County, North Carolina, adding 10 new jobs.

Special Metals Corporation, a producer of engineering alloys, will move its operation to Elkhart, Indiana, creating 100 new jobs.

Bridgestone Americas Tire, will expand its passenger and light truck tire operation in Aiken, South Carolina, creating 122 new jobs. Congratulations to Brand Acceleration friend Will Williams, Director of the Economic Development Partnership.

In Lafayette, Louisiana, emergency medicine staffing and management company Schumacher Group plans to expand and hire 600 people.

Retailer Target Corporation has announced plans to add stores and hire roughly 2,200 employees.

In Hamilton, Indiana, Solar Usage Now, an assembler and distributor of solar water and space heating systems, will expand and add 35 new jobs.

In Catawba County, North Carolina, Lee Industries, an upholstery manufacturer, will expand by purchasing and renovating an existing facility and create 75 new jobs.

Car rental company Hertz plans to expand its worldwide franchise network and hire 4,000 people.

In Decatur, Alabama, Polyplex, a maker of plastic films, will open a new plant and create 150 new jobs.

TOTAL JOBS ANNOUNCEMENTS: 29,994

We receive numerous announcements each week that announce that several jobs have been “retained or created.” While retention is important, we will not use announcements that fail to define exactly how many jobs were retained and how many were created. We want specifics.

If you have jobs announcements, please send them my way.  jim@brandaccel.com

A Business Model That Works

Our choice to be the best at what we do

 

The advertising industry has changed….dramatically. From the 1950’s and 1960’s, when the business hinged on cute creative (Think Mad Men), it evolved into a handful of large agencies that were specialists in very specific industries. These people were experts, not only in the art and science of communications, but also in their client’s industries. There were auto industry agencies, industrial agencies, agricultural agencies, and on and on and on. Each was staffed by knowledgeable people who knew the industry inside out. They didn’t just design pretty or clever ads, they provided a very high level of counsel and industry insight that clients counted on. They knew how audiences thought, what they liked, and what made them buy.

 
Computers changed the (ad) world

During the 1980’s, computers found their way into nearly every business and the advertising world. Graphic designers were now able to develop multiple concepts in a fraction of the time and making changes was very easy. For many businesses, especially small ones, they now had the ability to design their own ads and brochures, in-house. The design work wasn’t very good, but it was cheap.

 

Commoditization

By the time the 1990’s rolled around, many ad agencies had become nothing more than design firms, offering no industry insight or strategic counsel. If agencies wanted to survive, they had to offer a very low price. “Cheap” was the name of the game and it showed. Many agencies went out of business and the advertising agency industry went into a long and agonizing decline. It was all about price….low price. If agencies did offer marketing counsel, they often did a terrible job selling its value. They were caught in the price trap and didn’t know how to get out, other than to lower their prices even more.

 

Specialization rises again

In 2005, after working at and managing other ad agencies, I had become weary of the price wars. Low price was what drove business. I hated it. I was better that that!

 

So I decided to go back to the old model…specialization! Brand Acceleration was born and, since it’s my business, I chose to focus on three industries; construction (AEC), economic development, and real estate. The pledge I made to myself, and to my clients, was to dig in, be involved and become a solid and knowledgeable resource. I wanted my company to be seen as an extension of my clients, not just a vendor.

 

We’re deeply involved in these industries. We attend numerous association meetings, trade shows, and conferences, constantly seeking and gathering information that will bring value to our clients. If we want them to see us as the best, we’d better earn that distinction.

 

In the economic development industry, we regularly meet with site selection consultants, real estate professionals, and employers in order to grow our knowledge of them, how they think, and how they interact with the communications services we provide.

 

For our construction industry clients, we not only work to deepen our understanding of architects, engineers, and builders, we want to understand their industries. Because of that desire, we often meet with facilities managers, educators, health care professionals and leaders in other target segments.

 

Real estate is unique, too. Just like the industries mentioned above, real estate has a special set of challenges. We work to not only understand seller needs; we labor to fully comprehend buyers and what motivates them to action.

 

We’re not the low-cost leader

When I started Brand Acceleration, I promised myself that the company would not get caught up in the price wars that resulted in the demise of many other agencies. Are we expensive? Certainly not! Are we cheap? No! My business plan was simple and hasn’t changed since the very first day: Become experts in our chosen industries, provide excellent counsel to our clients (friends), and do great work at a fair price. Sure, we occasionally face competitors who offer cheap design of web sites, brochures, or other tactics. And, we don’t always win the business. That’s okay! If that’s what a client wants, that may be the best fit for them. Our focus is always…always…always on one mission; to help our clients discover what makes them unique, and establish and keep a brand position that is powerful and defendable. Period!

 

Are you ready?

At a time when budgets are tighter than ever and the competitive arena is brutal, companies and communities must work harder than ever to differentiate themselves from their competitors. Cheap, shallow, and cookie-cutter marketing just won’t cut it.

If you’re ready to kick things up a few notches and make great things happen, then we should talk. I’ll gladly explain out four-step strategic process and provide references and client testimonials. That way, you can judge us by the work we’ve done and the clients we keep.

 

Fair enough?

Jim Walton

jim@brandaccel.com

317-536-6255
704-230-0394

 

Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction and real estate.

Good Economic News!

Here are just a few of the positive economic announcements that have come my way in recent weeks:

In Winston-Salem, North Carolina, Dynamic Aviation, a provider of customized aviation solutions, plans to expand and create 50 new positions.

Toyo Tires, a producer of consumer tires, has announced plans to expand its facility in Bartow County, Georgia, adding 470 new jobs.

In Jasper County, South Carolina, Daniel Defense, Inc., a manufacturer of firearms, plans to open a new facility and create 100 new jobs.

In Oakland, California, solar products company Sungevity plans to expand and hire 300 people in the bay area.

Time Warner Cable has announced plans to expand its national data center in Charlotte, North Carolina, creating 225 new jobs.

In Indianapolis, Indiana, GuideSoft, Inc., an IT consulting firm, plans to expand and create 200 new jobs.

Plasti-Paints, Inc., a provider of parts and services for the auto and agriculture industries, will open a new facility in Heard County, Georgia, creating 60 new jobs.

In Asheville, North Carolina, Linamar, a maker of engine, transmission, and driveline products, will open a new manufacturing facility and hire 363 people.

Network Technologies and Support, Inc., an IT company, plans to expand its headquarters in Chesterfield County, Virginia and hire 140 employees.

In North Carolina, convenience store owner, Sheets, will open a new distribution center and hire 200 new employees.

Isofoton, a solar technology company, will open a new facility in Napoleon, Ohio, creating 330 new jobs.

PRETTL Electronics, a startup provider of parts to the solar panel industry, plans to open a new facility in Greenville County, South Carolina, creating 80 new jobs.

Michter’s Distillery, LLC will open a new production distillery in downtown Louisville, Kentucky, creating 10 new jobs.

In Boise, Idaho, Wells Fargo Bank plans to hire 150 people for customer service positions in its call center.

In Charlotte, North Carolina, Siemens Company plans to open the nation’s largest gas turbine plant and hire an undisclosed number of employees.

Futaba Corporation of America, a maker of lighted displays for the auto, home appliance, and entertainment industries, plans to expand its operation in Huntsville, Alabama, creating up to 60 new jobs.

In Tulsa, Oklahoma, Word Industries Fabrication, LLC, a maker of metering and piping systems, will expand its facility and create 100 new jobs.

In Cary, North Carolina, Lord Corporation, a technology company, has announced plans to expand and add 117 new positions.

Bed Tech, Inc., a remanufacturer of hospital beds, will expand its operation in Dearborn County, Indiana, creating 55 new jobs.

In Rowan County, North Carolina, Universal Forest Products, Inc., a manufacturer of wood products, will expand and hire 49 people.

TOTAL JOBS ANNOUNCEMENTS: 3,059+

We receive numerous announcements each week that announce that several jobs have been “retained or created.” While retention is important, we will not use announcements that fail to define exactly how many jobs were retained and how many were created. We want specifics.

If you have jobs announcements, please send them my way. jim@brandaccel.com

Forget Best Practices
Maybe it’s time for some original thinking

According to Wikipedia, the known authority on everything, “Best Practices are generally-accepted, informally-standardized techniques, methods or processes that have proven themselves over time to accomplish given tasks.” Sounds good, doesn’t it?

It amazes me how many times I hear the term “Best Practices” in the course of a week or month. College professors and consultants love it. It’s a way to reduce mistakes and assure success…so they think. I’ve grown so tired of the term that I’m trying to remove it from my own vocabulary. You see, in my business, marketing communications and public relations, the goal is to discover different and unique ways to communicate a message, not to look and sound like everyone else.

I’m convinced that “Best Practices” are often used by people who are afraid, lazy, or simply lack original thought. “We researched the best practices and followed what has become the accepted industry norm,” is the answer given when challenged by the boss. Really? Here’s another way to look at it. “We couldn’t come up with anything on our own and we were afraid to take risks that might draw attention, so we found out what everyone else was doing and we did the same thing.” That’s a sure path to the executive suite.

What if our most celebrated inventors had followed this logic? Thomas Edison might have gone into the candle-making business and Henry Ford might have become a buggy maker or a farrier.

Raising the bar
When Fred Smith, founder of FedEx, went looking for money to start his new venture, traditional lenders reportedly turned him away because they couldn’t grasp the potential of his business idea. “I want to deliver packages overnight using airplanes,” was far outside the best practices of the day. But Smith had a dream and the courage to be different. He saw something that others didn’t, or wouldn’t, and turned his college thesis into a huge package delivery empire. If he had followed the accepted best practices, who knows what he’d be doing today?

Some practices just don’t transfer well
Just because someone else is doing something successfully in a certain way does not mean it’s the best way for you. For example, companies have tried for years to copy the Japanese practices such as quality circles, Kaizen, and Kansei Engineering. Some, especially Japanese companies, have had some success but others have failed miserably or had limited success. Why? Maybe it’s because of cultural differences. In America, we are radicals. One thing that makes us great is the individualism that permeates every company, community, and family. We find it difficult to blend in and do things like everyone else. We strive to be different and do things our own way.

Commoditization ensues
It seems to me that when everyone begins following the best practices of everyone else, there is a much greater chance that key points of differentiation are lost. Then, if every company and community looks, sounds, and acts just like the others, there is only one difference remaining……price. Not a great situation.

At Brand Acceleration, we are always on the lookout for unique ways to differentiate our clients from their competitors. If we did everything in the same way everyone else did, we be fired in about two heartbeats, as we should be. Our responsibility is to dig in, understand their industry and their target audiences in order to provide solid counsel that generates activity and drives dollars to the bottom line. This is an industry that often survives purely by developing clever and beautiful creative. My opinion is that creative alone won’t cut it. Our clients want results.

Got Milk?
In 1993, the California Milk Advisory Board and its ad agency launched this “Got Milk?” television ad that led to ads featuring celebrities wearing a milk mustache. The ads were simple, memorable, and very successful. In fact, the campaign became one of the most copied ad campaigns ever. A quick Google search revealed “Got” ads for mold, sports, originality (right!), pipe, Jesus, elk, and hemorrhoids. What these knockoff artists failed to realize is that every time one of their ads appeared, the audience was more likely to think of milk than their product or service.

Be original!
Whether business practices or advertising, it’s much riskier and far more beneficial to do your own thing than to follow the followers. I guess I’ve always been something of a radical. Maybe it comes from my hippie days in the 1970’s. When everyone else was going left, I’d go right, just to be different. I love the idea that being different gets attention and makes people talk. It takes courage, though. If you like the idea that someone might look at your ad, web site, or brochure and say “wow,” then you and I are likely to see each other on the road less traveled. I assure you that road will not have a sign that reads, “Best Practices.”

Jim Walton
CEO
jim@brandaccel.com
www.brandaccel.com

Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction and real estate.

Good Economic News!

Here are just a few of the positive economic announcements that have come my way in recent weeks:

Pharmaceutical maker Eli Lilly and Company has announced plans to expand its biotechnology capabilities worldwide, creating an undisclosed number of new jobs.

In Asheville, North Carolina, Linamar Corporation, a designer and manufacturer of products for the automotive industry, will establish a facility and create 363 new jobs.

Allscripts, a provider of electronic health records information systems, plans to expand and add 300 new jobs in Chicago, Illinois.

In Spartanburg County, South Carolina, Draexlmaier Automotive of America, a maker of interior components and electrical systems, plans to expand and create 150 new jobs.

Janova, a developer of web-based automated software testing products, plans to expand its headquarters in New Albany, Ohio, creating 116 new jobs.

NSK Steering Systems America, a maker of automotive products, plans to expand its operation in Dyer County, Tennessee and create 180 new jobs.

In Washington, DC, MVM Technologies will open an ink-jet cartridge manufacturing plant and create 300 new jobs.

HADPRO Hood and Duct Professionals, a kitchen exhaust cleaning and maintenance company, will relocate to Alexandria, Virginia, creating 53 new jobs.

Kiara Solar will refurbish a wood-to-biomass energy plant in Anderson, California, creating 30 new jobs.

In Warrick County, Indiana, a massive new regional medical district is being developed and already has commitments for over 270 new jobs. Congratulations to Brand Acceleration client, Success Warrick County, on a job well done.

In Iredell County, North Carolina, bottled water maker Niagara Bottling will open a new facility and create 66 new jobs.

St. Regis USA, Inc., a manufacturer of glass and crystal products, will expand its operation in Indianapolis, Indiana and add 41 new jobs.

CenturyLink, a communications service provider, has announced plans to expand its facility in Monroe, Louisiana and create 800 new jobs.

ABB, Inc., a provider of power and automation products, will expand its operation in Halifax County, Virginia, creating 15 new jobs.

In Brownsburg, Indiana, Chemistry Manufacturing and Control, LLC (CMC), a biotech provider of drug products and delivery systems, will open its headquarters, distribution, and assembly facility, creating 68 new jobs. Congrats to Brand Acceleration client, Hendricks County Economic Development Partnership. Great job!

Drug store retailer Walgreens has announced plans to expand and add 600 new jobs in Chicago, Illinois.

In Weaverville, California, Trinity River Lumber Company will build a new wood-fueled boiler and add 20 new jobs.

North American Lighting, Inc., a manufacturer of automotive lighting and components, plans to open a new injection molding manufacturing facility in Warrick County, Indiana, creating 42 new jobs.
I
n Clark County, Ohio, Seepex, Inc., a maker of industrial pumps, will expand and create 40 new jobs.

IM Flash Technologies, a computer hardware and software company, plans to expand its Utah operation and create 500 new jobs.

In Lexington, Kentucky, Neogen Corporation, a manufacturer and distributor of animal healthcare products, will expand and create 75 new jobs.

In Evansville, Indiana, Berry Plastics will expand its world headquarters and add 120 new jobs.

Jamestown, New York based TitanX Engine Cooling, Inc., will expand and create 40 new jobs.

In Cody, Montana, Cody Labs will expand and add 20 new jobs.

Caterpillar, Inc., has announced plans to expand its Spaulding County, Georgia operation and create 200 new jobs.

In Plainfield, Indiana, Ozburn-Hessey Logistics, LLC, will expand its facility and create 415 new jobs. Congrats to economic developer Cinda Kelley-Hutchings.

Cooper Standard, an auto industry supplier, will expand in Mt. Sterling, Kentucky operation and hite 120 people.

EMC Corporation, a computer hardware and software provider, will expand its operation in Utah and create 500 new jobs.

In Monroe County, Kentucky, Apace Packaging plans to expand and create 35 new jobs.

Tire International plans to open a tire recycling and rubber products manufacturing facility in Berkley County, South Carolina, creating 150 new jobs.

In Moberly, Missouri, Finspeed, LLC, an auto industry parts manufacturer, will expand and hire 20 new employees.

Card J Tech Alabama, a plastic injection molding company and supplier to the auto industry, will open a new facility and hire 150 employees.

In Troy, Alabama, Golden Boy Foods, LTD., will open a new peanut butter plant and create 130 new jobs.

In Minco, Oklahoma, Oklahoma Foldong Carton and Printing plans to open a new printing facility and create 23 new jobs.

Fronius USA, LLC, a producer of solar inverters, plans to relocate to Portage, Indiana, creating 512 new jobs.

TOTAL JOBS ANNOUNCEMENTS: 6,464+

We receive numerous announcements each week that announce that several jobs have been “retained or created.” While retention is important, we will not use announcements that fail to define exactly how many jobs were retained and how many were created. We want specifics.

If you have jobs announcements, please send them my way. jim@brandaccel.com

Protecting a Community’s Brand
How would a secret shopper respond?

The other day, I was reading an article on a newspaper web site and, as is often the case, it offered an opportunity for readers to voice an opinion about the article. I have mixed feelings about such forums. Some of the responders offer positive or constructive comments while a few others are folks who just love to stir the pot with negativity. You know them, they’re Cavemen. Citizens Against Virtually Everything. They’re never happy and they want the world to know it.

I was having coffee recently with a site selection consultant friend and asked him if he ever looks at such forums while in the process of evaluating communities for prospective jobs projects. “I sure do,” he said, “and I sometimes find alarming information.”

He told me that once he has narrowed his list of communities to a handful, maybe three to five, he’ll visit media web sites, looking for stories or forums that might reveal issues that could present challenges to his client. He said he will also listen to streaming television or radio broadcasts to hear which issues are being discussed. “Election seasons can be very revealing,” he said, “all of the dirt is in plain sight.”

He also said that he’ll go to the city or county web site and read the minutes of council meetings. In addition to learning how elected officials handle incentives and other issues, he finds out how they interact with the business community and one another. Do they work together in a positive, community-building manner or do the minutes reveal a tone of incivility that he might choose to avoid? In these days of internet connectivity, your community’s brand reputation is out there for the world, including prospective employers, to see.

Secret shopper site visits
Have you heard of secret shoppers? That’s when a company hires someone to go into a retail establishment, posing as a customer, in order to report back about their experience. Were the employees friendly and helpful or were they rude? Did they offer assistance or were you ignored? How was the food?

Site selection consultants, under contract to find a new home for a prospective employer, sometimes do the same thing. Without the knowledge of the economic developer or elected officials, a person or team of people will show up, blend in, and observe. They’ll eat in your restaurants, stay in your hotels, visit your retail establishments, and interact with your citizens. Are they polite, friendly, and positive about the community or just the opposite?

A site selection consultant once told me about a secret shopper visit when he asked a young man, “What’s the one thing I should see while I’m here?” Without hesitation, the young man said, “The town in your rear view mirror.” Ouch!

While on a secret shopper mission, the team will report on any number of things, such as road conditions, your industrial park, schools, community entryways, the downtown area, and much, much more. Based on their findings, your community can advance to the next level of consideration or be cut from the list if they don’t like what they see and hear. And, here’s the shocker, you may never know they were there.

I’ve often thought there was an opportunity for a Chamber of Commerce to provide a program to inform retail members about how they impact such visitors.

So, who is responsible for a community’s brand? Everyone! It’s not just the job of the county council, the Mayor, or the economic developer. The hotel clerk, waitress, school teacher, store owner, and any citizen can make or break a major jobs deal. When your community is in the top three of five, a site selector has already crunched the numbers and done his or her homework about the financial or workforce aspects of the deal. Any of the communities on the “short list” would work. Now, they’re looking at the little nuances, any reason to take you off the list. It doesn’t take much.

Each person in a community is a keeper of the local brand. At Brand Acceleration, we are occasionally called upon to develop a community pride campaign. Working with local leaders, we develop ways to build enthusiasm and pride in the minds of citizens. We remind them that their town, city, or county is a wonderful place to live, work, and raise a family. If such an effort results in one positive comment to just the right person, it could help result in the attraction of hundreds of jobs and a thriving local economy.

As with the newspaper mentioned above, you can share your stories and opinions by clicking here to go to my blog.

Jim Walton
jim@brandaccel.com

Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction and real estate.

Good Economic News!

Here are just a few of the positive economic announcements that have come my way in recent weeks:

In Botetourt County, Virginia, Arkay Packaging Corporation, a maker of folding cartons, will expand its facility and create 25 new jobs.

In Gaston County, North Carolina, Daimler Trucks North America will sharply increase production at its facility in Mount Holly and hire 700 people. Congratulations to Brand Acceleration client Gaston County Economic Development Commission. Great job!

Frontier Communications, a telecommunications service provider, has announced plans to move its headquarters to Allen, Texas and create 300 new jobs.

In Mooresville, Indiana, Equipment Technologies, a farm equipment manufacturer, will expand and create 60 new jobs.

VCI-SC Inc. a metal working firm, has announced plans to open a new facility in Pickens County, South Carolina, creating 50 new jobs.

Motorola Solutions, a communications and software provider, plans to add 400 new jobs in Chicago, Illinois.

Emerson Ecologics, LLC, a provider of nutritional supplements, will open a distribution center in Chesterfield County, Virginia and create 60 new jobs.

In Columbus, Indiana, auto industry supplier, Cummins, Inc. plans to expand and add 600 new jobs.
LeCreuset, a maker of cookware, has announced plans to expand its facility in Hampton County, South Carolina, creating 25 new jobs.

Chrysler Group, LLC has announced plans to invest $114 million in equipment and hire 268 people at its plant in Trenton, Michigan.

RockTenn, a maker of corrugated and consumer packaging, plans to expand its operation in McDowell County, North Carolina and add 124 new jobs.

American College of Education has announced plans to move its main campus to Indianapolis, Indiana and hire 40 people.

Maramont Corporation, a food products company, plans to move 132 jobs to a facility in Pennsylvania.

In Lafourche Parish, Louisiana, startup firm Freedom Well Services, an oilfield-services provider, will open a new operation and create 50 new jobs.

Parts manufacturer NetShape Technologies has announced plans to consolidate operations in Campellsburg, Indiana, creating 63 new jobs.

In Hampton County, South Carolina, Elliott Sawmilling Company, Inc. plans to expand its operation and create 15 new jobs.

Architectural Components Group, Inc. a wood wall and ceiling manufacturer, has announced plans to expand its operation in Marshfield, Missouri, creating 70 new jobs.

In Bedford, Indiana, General Motors will expand its manufacturing operation and create 91 new jobs. Congratulations to Mayor Shawna Girgis.

In Ponchatoula, Louisiana, Elevating Boats LLC, plans to expand its operation and create 39 new jobs.

Presto Products Company, a maker of private label food and disposer bags, plans to expand its operation in Halifax County, Virginia and create 22 new jobs.

Sempra Energy will open a new solar power facility in Arizona, creating 300 construction jobs.

Toyota Motor Manufacturing has announced plans to return its Princeton, Indiana manufacturing plant to full production, adding 40 workers.

In Lehigh Valley, Pennsylvania, Palram, a maker of thermoplastic sheets, plans to expand and hire 40 people.

In Ontario, Ohio, Calisolar, Inc. plans to open a solar silicon plant and create 1,100 new jobs.

Spartan Motors, Inc., a supplier to the auto/vehicle industry, will relocate its recreational vehicle chassis manufacturing operation to Wakarusa, Indiana and hire 60 people.

In Chesterfield, County, Virginia, Shoosmith Brothers landfill has announced plans for a new recycling center that will hire 30 people.

EU Manufacturing, a supplier of oilfield service equipment, plans to open a new manufacturing plant in Oklahoma City, Oklahoma and create 150 new jobs.

In Elkhart, Indiana, Lippert Components Manufacturing, Inc., a maker of aluminum extrusions, will open a manufacturing plant and hire 180 people.

TOTAL JOBS ANNOUNCEMENTS: 5,034

We receive numerous announcements each week that announce that several jobs have been “retained or created.” While retention is important, we will not use announcements that fail to define exactly how many jobs were retained and how many were created. We want specifics.

If you have jobs announcements, please send them my way. jim@brandaccel.com

Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction and real estate.

The Brand Known as America
What is it that makes this nation so great?

As we approach the Independence Day holiday, my mind turns to the proud history of this great nation. A few days ago, I was attending a conference and several of us were discussing the problems of the world in an after-hours gab session. As is often the case, the conversation turned to politics, a very uncomfortable situation. Politics is a topic I try to avoid, except in the company of very good friends. At one point though, one of the guys turned to me and said, “Jim, you’re the Brand Coach, what does America’s brand represent?” Keeping in mind that America’s brand resides in the minds and hearts of people around the world, here is what I told him.

America’s greatness is with her people
When our Founding Fathers framed our government, they had the brilliant foresight to craft documents that put the people in charge, not elected officials. People around the world have long admired the fact that our liberties make us great. What we stand for is freedom and it is our people that keep us free.

Freedom and liberty versus tyranny
Think about it. We’re free to live where we want, do what we want, speak out against the government and become whatever we choose. Compared to other nations, America is the model they desire to follow. Sadly, many of those nations are ruled by ruthless dictators and oppressive regimes, many on the brink of collapse, mostly because the people are fed up and seek the freedoms we enjoy every day. Just turn on the news. People are fighting back. They want to be free. Any time a government grabs too much power and the citizens lose freedoms, tyranny ensues and people fight back.

Courage, hard work, risk and reward
For more than 235 years, our country has grown, prospered, and become a great example of freedom because of the courage and hard work of our people. Often at great personal risk, Americans have fought wars, started businesses, grown great communities, and freed the oppressed.

Working in the areas of construction, real estate, and economic development, I’m proud to say I know some very hard working people who take great risks, build things, and create countless jobs that fuel our economy. Plus, they do it on their own. Businesses often fail and a few become great successes that inspire others to do the same. It’s a wonderful model that allows people to accomplish great things.

A valuable lesson not to be forgotten
America’s history is full of powerful life lessons. Please be sure to use this Independence Day holiday to teach your children and grandchildren about our proud heritage and the price paid for the life we live in America. Remind them of their obligation to pass the lessons on.

Independence Day is much more than a day for family picnics. It’s a solemn day of remembrance and thanksgiving. If, like me, you like a good history book, two of my favorites are The Five Thousand Year Leap and Lives of the Signers of the Declaration of Independence. Each carries lessons about the important events and people who made this nation what it is today. I’m sure you’ll enjoy them.

It’s also a time when I enjoy this video of Red Skelton teaching the words and meaning of the Pledge of Allegiance. Watch, enjoy, share and have a great Independence Day.

God bless you and God Bless America.

Jim Walton
jim@brandaccel.com

Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction and real estate.