Identity, Image, Reputation, and Advertising

I agree with Kayla about the visibility of McDonald's and its worldwide reputation and image. It is very well-known throughout the world and is a giant in the fast-food industry.

Another company that used to be very visible and a giant in its industry is General Motors. They are starting all over from scratch and trying to establish a new identity and re-build its reputation. It has a very negative reputation and identity, but I agree with its marketing new marketing strategy. If you have not seen the new GM commercial in which the company's new chairman talks about the company and its rebuilding efforts. They are focusing their new marketing campaign and image-building on what they do best: their cars. They are stating that, if you compare them car for car with other automobile companies, they will have the best car. Their new tagline is "May the Best Car Win." I like this marketing strategy because they are admitting that they being honest about their reputation right now, but are focusing on the quality and consistency of their product line in order to re-gain a foothold in the marketplace.

GM is trying to re-establish their identity and I believe that they are going about it the right way, and that is honestly and consistently. If you have not seen the GM commercial with the new chairman, here it is.

Identity, Image, Reputation, and Corporate Advertising

Chapter 4 discusses identity, image, reputation, and corporate advertising. Looking at the corporate giant McDonalds one can see these 4 characteristics. The image and identity of McDonalds can be seen from the use of the "M" arch and the clown Ronald McDonald. Morgan Spurlock in his movie super size me showed kids a picture of President Bush and none of them knew who he was. When shown a picture of Ronald McDonald all the kids knew him. This is an example of a corporate business imprinting their image and identity on the youth. Reputation is stellar with this fast food monster as their charity (the Ronald McDonald Charity) raises funds to help sick children. Lastly, McDonalds really works toward getting their product out there in advertising. McDonald's commercials can be seen during the commercial break for almost any show. In these commercials the viewer usually sees people hanging out having fun. This is also where the familiar jingle “I’m Lovin it" is played.

One can base a successful business on these 4 characteristics. When companies are looking to expand and reach their customers on a better level, they should take a look at how McDonalds has grown throughout the decades and became a successful world-wide power house in the global market. McDonalds is a business "done right" and should be an example for nearly every company looking to grow and exceed not just at home in the United States, but world-wide.

Below is a video on how McDonalds dealing with today’s economy and how they are still growing and being successful since their mission focuses around customer satisfaction as well as affordability. They do this all while maintaining their familiar identity, image, reputation, and advertising to their customers.
http://www.youtube.com/watch?v=WK7XVzT6ma0

Communication theories

In regards to communication theories, the issue of feedback is broached in Shramm's third model. I have had the opportunity to be in a leadership position as a sales manager and came to find that feedback is key in all communication, but especially with someone in a leadership position. My sales staff was coming to me with potential sales opportunities and wanted to get my feedback to see if this would be worthwhile efforts to increase their performance and our business. Feedback is key to managers because your employees come to you looking for guidance and if you do not give them that guidance (feedback), they might not be effective and neither would your communication.

Here is an article that defines a number of various communication theories.

Changing environment for business

In regards to the topic of today's changing environment for business, I would like to comment on something that has strongly contributed to this changing environment, which is globalization. My company decided to address the issue of globalization by recognizing the fact that a great deal of our products, and our competitor's products, were being produced in Asia. In order to make ourselves more competitive in the market, we decided to build a production facility in China which would help to lower our costs on goods and raw materials that we were importing from overseas. Instead of having to use a third-party that is based in Asia, we could obtain the raw materials and goods directly from our facility in China, which reduced costs and gave us a significant advantage over our competitors. Recognizing the effect of globalization and the effect is has on today's business climate can enable a company to remain competitive and not get behind the competition.

Here is a short article that discusses the impact that China has on globalization and American business.

Changing Environment of Business

Paul A. Argenti highlights ‘The Changing Environment of Business’ in the first chapter of his text Coporate Communication.This change has been influenced by consumer confidence, technology and competition. Businesses are forced to not only recognize these changes but be flexible enough to adapt and prosper based on the new parameters of the business environment.

Perhaps the most dramatic impact, particularly in recent years, was the technological innovation and implementation that have provided businesses a competitive advantage over their rivals who have not effectively utilized such advancements.

This technologically rich era has led to what Canadian philosopher Marshall McLuhan envisioned some time ago, a “Global Village.” This term is used to describe a planet that shares knowledge via an electronic connection.

As many of us move through each day we are faced with numerous such examples but given their availability and affordability, particularly in developed nations, we often take them for granted and forget what life before the techno boom was like.

While working as a marketing intern, I was required to utilize one such tool. To facilitate better company communication, all employee cell phones were e-mail compatible. Having adapted to the speed of the modern work world, the company was able to achieve goals at a faster pace. If an employee was on the road, they still had access to their account. With this, they were able to not only read important e-mails they were receiving in real time but also had the ability to respond.

Countless time the willingness to be flexible aided the company in moving forward when the absence of such technology would have greatly reduced the speed and efficiency of project completion. By recognizing and incorporating this tool the company was able to gain a competitive advantage over its competitors that were either unaware or too rigid to reap the benefits.

This technology is certainly not the end of the revolution. Often limited by the capability of the cell service provider some cell customers are unable to send/receive e-mail. One new venture aims to provide e-mail service to more basic, non PDA mobile devices. This video highlights the progression that will inevitably take place as the nature of competition heats up.

Communicating Strategically

I am addressing the issue how companies communicate strategically and address their various constituencies in an effective manner that is conducive to corporate success.

My company, Fastenal, is an industrial sales company whose motto is "Growth Through Customer Service". This means that the overall growth (financial and otherwise) is achieved not by mass advertising or corporate sponsorship, but by pleasing your consumers and displaying outstanding customer service among all divisions of the company (sales, HR, management, marketing, etc.) This leads to repeat business, more and larger opportunities, as well as new customers which all leads to the growth of the business. Fastenal is achieving its objective of Growth Through Customer Service by communicating this idea to one constituency which then relays this idea and objective to the primary constituency, which is the consumer. Effective and strategic communication to the employees from management and corporate HQ is a key action because the employees need to be able to effectively communicate with the customer in order for the company to achieve its objective.

The following link is an interesting example of a different type of strategic communication plan for an organization. The article outlines elements of the plan and contains in which you can view the plan itself. This plan is from the Department of Defense and is their communication plan for the war on terror in Afghanistan.
http://mountainrunner.us/2007/09/dod_approved_strategic_communi.html.