Shelley Rosen

Shelley Rosen

Airlift Ideas
  • Strengthening Brand America: An Interview
    0 comments 774 reads
    Posted on 2010-08-16
    Interview with Shelley Rosen - Global Branding Expert

    1. Question: How would you articulate Brand America's promise?

    I believe there are three key words that best describe America’s brand promise: ‘inclusively’, ‘better’ and ‘freedom’. Immigrants left their homelands with everything on their backs and did so for a better life. They sought a better life for generations to come in education, income and experiences. There was hope, a belief and a yearning to achieve that fueled our country. Many made it so.

    Based upon the founding principles of our nation ---where ‘all men are created equal’ ---these people were given a chance to be included in the American Dream. They were offered a clean slate and fair chance to compete. Just the feeling of being included in a chance to achieve is the very foundation of achievement.

    Finally, we offer freedom; freedom to think, to practice, to live and to be. Our democracy...
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  • What Returning E-mails and Calls have to do with your Corporate Reputation?
    1 comments 858 reads
    Posted on 2010-04-01
    As the CEO of your business, you know how important reputation is to your current and future success. Some CEOs go so far as to claim that their brand is EVERYTHING and everything is the BRAND. They spend millions of dollars on advertising and create public relations campaigns to enhance corporate reputation and strengthen connections with customers.

    And yet, the investment gets inadvertently undermined when your employees don’t promptly respond to calls or e-mails from customers, suppliers, shareholders and peers.

    We all talk about how pervasive this bad behavior has become. As consumers, we question whether or not these organizations have cultures with a bias towards service versus a mentality of “customer as nuisance.” We believe every employee move is in essence a public relations move.

    As leaders, there is no excuse for not leading by example and returning calls and replying to e-mails within 24 hours. We need to train and inspire employees...
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  • Why Change? Why Bother?
    0 comments 1,231 reads
    Posted on 2010-03-22

    Let’s face it. Flat was the new growth in 2009. Leaders sought to hold the line on spending, innovation and growth in the most uncertain economy in our modern times. But it can’t last. Wall Street will demand returns and shareholders will want their value.

    One of the greatest challenges of achieving growth is realizing you may need to change. Companies don’t change. People do. Employees know the leadership sets the tone for change. They can tell if you are serious about change or not. We believe articulating an inspiring vision is a key element of any successful culture. So is having a culture where trying to news ideas is accepted.

    Is your company set up to allow employees to bring forward new ideas without fear? Probably not.

    On one end of the spectrum, leaders may be cautious optimists about growth--where slow and steady wins the day. This mindset can be good for a slow to no growth market segment. However, in market segments with mid to rapid...

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  • Lessons from Tiger & Toyota: When defending corporate reputation and brand, speed is critical to success
    1 comments 1,689 reads
    Posted on 2010-03-09

    Businesses and brands build trust with every action they take and or don’t take. This is especially true when they are beneath the microscope of public scrutiny.

    Two events have come together this week that give us reason to reconsider conventional methods of public response to reputational crises – the long-awaited apology by golfer Tiger Woods and the begrudging agreement of Toyota Motor’s President Akio Toyoda to come to the U.S. to testify before Congress.

    About 90 days ago, the carefully crafted public image of the world’s greatest golfer began to unravel and spiral downward when revelations of marital infidelity began to surface and were confirmed.

    We saw thousands of photos of his wife, children, homes, fellow golfers, countless women claiming to have been involved with him, but we never saw or heard from Tiger himself in a timely manner. The world was clamoring to hear directly from him, a trusted and deeply admired world-class athlete. Because we didn’...

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