– Editorial by Gary Mastro appearing Marketing Management Magazine, March/April 2002

Brands that last are firmly anchored in core cultural beliefs.

During the economic boom of the '90s, business prognosticators warned that the world's major brands would be pushed aside by the brash new brands of a new economy. Doomsayers predicted the demise of established market icons struggling against nimble start-ups that could undercut their ability to keep pace with customer expectations. But now the storm has calmed, and many of the great brands still stand – often stronger than ever. What magical ingredient has enabled them to succeed?

Many will argue there's no magic to it whatsoever. Some will reason that survivors simply had the financial wherewithal to ride out tough economic times. Others will point to methodical investment in new technologies, proving that speed to market isn't everything. Still others speculate that established businesses are just too powerful for start-ups to overcome. But simply having the financial foundation to survive an economic downtown doesn't guarantee the long-term viability and vitality of one's brand. It's far more than that.

At UPS, we've invested significant effort in building a broad and sophisticated IT network, making technology one of our strongest brand attributes. But it remains just that – an attribute – not the core foundation.

Nor should any marketer assume that sheer size and power of a brand will quash brash young innovators in the marketplace. There will always an insatiable appetite for new ideas, which is why new innovations will still be able to topple even the most entrenched institutions.

Certainly, financial health, calculated investment, and a sizable market presence will help sustain and grow companies, but they don't make up the real essence of an enduring brand. The brand that endures is firmly anchored in the core values that help keep a company grounded and that are embedded in its culture.

The core values of UPS – "our enduring beliefs," as we call them – have changed little since the company began 95 years ago. Our managers embrace them and instill them in everyone, and it has created an indelible bond between strong values and a strong brand. For example, UPS values – integrity, diligence, innovation, courtesy, promptness, reliability and, yes, even appearance – are the yardsticks by which every employee, product, and decision is measured. So it's only logical that our brand is anchored in these same values as well.

These are likely some of the same values on which your business is built. But are they built into your brand, no matter where or how it comes in contact with customers?

To make sure they are, you must clearly identify your company values and then challenge yourself, and your marketers, to consider them as a starting point for anything related to your brand – developing new products, creating promotions, constructing sales initiatives and training programs, and even answering the phone. In time, these enduring beliefs will permeate everything your company does, from the way your marketers promote to the way your sales force sells.

In time, these values will become synonymous with the brand, promoting an intimate connection your customers will find difficult to let go. In essence, the brand takes on a soul, and the result is an amazing elasticity that will stand up to just about any challenge.

Such brands nurture deep trust, ushering companies into their customers' homes. They translate to any language, enabling them to cross borders and enter new markets. They bring companies to tables of strong strategic alliances. And, such brands' inherent integrity can open doors to just about any department within your customers' businesses.

Only brands with this level of complexity and richness can project a solid business strategy, as well as an exceptional customer experience that stands the test of time. And that is, after all, the most important job of any brand.

About the Author
Gary Mastro, vice president of brand and product marketing at UPS, is responsible for marketing communications, event marketing, customer relationship management, and ongoing management of UPS' product portfolio.