Cardinal Spellman High SchoolMarch 11th, 2011

My Background

EDUCATION: Pace University, New York, NY.  M.B.A. in Marketing Management   Graduated 1978 Graduate Honors Thesis 

Manhattan College, New York, NY Bachelor of Chemical Engineering  Graduated 1970 Cardinal Spellman High School       Graduated 1966 Immaculate Conception Grammar  Graduated 1962Work Experience:·         Worked for over 40 years in the Chemical Industry holding various positions in Sales – Marketing Supply Chain and General Management .·

Jointly owned and operated a technical training school for women reentering the work force.· 

  Consulted as the Chief Information Officer for Mellon Securities installing a new computer system that was Year 2000 compliant. Also consulted for Pharmaceutical companies in making their computer systems “validated” for data under FDA guidelines.· 

Senior Manager for a major accounting and audit firm in the field of computer and accounting “outsourcing”·  

Devised a branding strategy  for 2 nutritional supplements for Pharmaceutical and Sports Nutritional applications

Evolution of the Work Environment

1971FaxesLettersPhone calls Meetings –ease of

management Libraries and

Reference MaterialsAdministrative

SupportTime to Think

2011Email –Instant

MessagingPDF Files and ScanningPhone callsMeeting conflicts-

global in nature – 24x7Internet

Do it or get it yourselfData Overload

Speed - A Driver of Change Must be Organized Have the ability to evaluate Data and information to determine

what is useful versus what is critical.Develop an in-house and external network of subject matter

experts 3 levels of Knowledge – what you know – what you don’t but will learn and what you will never know

Be Technology SavvyDon’t be afraid to make a mistake – admit it – know how to

correct it and learn from it – you can avoid the big ones like thisBe accountable for your actions and hold those that report to

you accountable as well.Know who is really important in your OrganizationTake time to Think not just react. Waiting to make a decision is

not a bad thing - never making one is Make Lists and use them everydayBe Likeable - be willing to help others even when you are

swamped.

Time Management Suggestions FOCUS - Focus – Focus – like buying a house - location/location/location –

here do not get easily distracted -  Prioritize and Finish Stuff - if you are at the end of even the most

laborious and boring task but it must get done - finish it – and not everything you get handed or sent needs to get done now – ASK yourself – is it

Urgent and important;Important, but not urgent;Urgent, but not important;Neither important nor urgent.

  Don’t Answer Every Call or Email –build folders that allow you to see the

emails from an important colleague , boss , professor - family and friends – become an email expert

  Track your time – How many of you know how long it takes to – get to

school – get up and out of the house each day – get to the nearest mall – sounds mundane but by knowing stuff like this it helps you with time management - you don’t have to anal about it but be cognizant of it -

Time is Finite –so use it wisely First take the BIG -most important things in Life – and you can see you can’t put all the large stones in the jar – so that calls for some prioritization to what is really important in your life – and that takes some time to figure out – and it changes somewhat as you grow olderThe large stones – they leave some spaces as you can see - so then you fill in those spaces with slightly smaller activities that compliment your top priorities - for if those secondary priorities are too time consuming then you need to take out some of the larger stones - and this is what happens when say work becomes too time consuming or you are not organized - or there are problems with family and friends something has to give and if work doesn’t then usually quality of life suffers for a time - .Finally the lower-smaller priorities –important but not critical fill the remaining spaces in time – what is left of your time you can explore new hobbies – self interests etc

Brand – Some Definitions The definition of brand: A brand is an identifiable entity that

makes specific promises of value.

Brand image is defined as consumers' perceptions as reflected by the associations they hold in their minds when they think of a brand. So Lexus created a quality image

Brand awareness is when people recognize a brand as unique to a company. This does not necessarily mean they prefer the brand (brand preference). Apple

Aided awareness occurs when you show or read a list of brands and the person expresses familiarity with a brand only after they hear or see it. Say ethnic foods – Goya

Top-of-mind awareness occurs when you ask a person to name brands within a product category and a specific brand pops up – say sports drink – Gatoraide

Benefits of a Brand A strong brand influences the buying decision and shapes the ownership

experience. If you like a product and statistics or reports say other products are the same or better you stick with your brand.

Branding creates trust an emotional attachment to your product or company. Banks are now trying to “build trust “ with consumers after the recent meltdown.

A strong brand can command a premium price - Gap versus JC Penny Branding helps make purchasing decisions easier. Orange Juice or Bread

- do you go to the same brands

Branding will help you "fence off" your customers from the competition and protect your market share while building mind share. Coke versus Pepsi

A strong brand can make actual product features virtually insignificant. Say Continental Airlines versus American - an Airline that has some distinction is . ..

A strong brand signals that you want to build customer loyalty, not just sell product.

Branding builds name recognition for your company or product. APPLE A brand will help you articulate your company's values and explain why

you are competing in your market. Example Whole Foods

Is Brand Awareness EverythingBrand awareness is vitally important for all brands but high brand awareness without an understanding of what sets a brand apart from the competition does you virtually no good.

Strategic awareness occurs when not only does a person recognize a brand, but they also understands the distinctive qualities that make it better than the competition. Strategic awareness occurs when you have differentiated a brand in the mind of the consumer market.

Brand preference occurs when consumers prefer a brand over competing brands. Brand preference might be considered "the holy grail" of branding because it is the result of consumers knowing the brand, understanding what is unique about the brand, connecting emotionally with the brand, making a decision that the brand is superior to others for some reason or combination of reasons, and choosing it over competing brands.

Your Preferences So we have demographics to consider- in CSHS the student

body has gone from Tweens (9-12) to Teens (13-19) There are currently 20 million Tweens in the U.S. and they are projected to hit 23 million by 2020 . The number of Teens is estimated to be about the same – so there will be almost 50 million!! Young adults in 2020 out of a projected US population of 325 million based on birth/death rates and immigration

Teens are the most internet/gadget savvy population ever.Brands recognize the use and influence of social networks You

Tube - Twitter – electronic media as crucial to build ‘Buzz”Data Mining – your preferences are already known and being

tracked. Facebook without you setting your profiles will use what you say about products to influence/communicate with others in your “network” and the brand managers know this as well. Example AXE

Older Brands continue to reposition themselves to the young and more technology savvy to build brand loyalty into the future – example Ford and GM -promoting wired cars – turning more and more Green and hip in terms of styling and color.

Brand Creation is a matter of…Recognizing Things you like others do as wellThings you don’t like others don’t like as wellThings you wish you had others wish for tooThings you can’t afford now and wish were

cheaper yet of acceptable quality – others do too.

Things that are good for your health and well being –others need as well

Things that solve a problem no matter how trivial to some are probably worth something

Create a Brand – you can do it IdeaPaint - How It All Started

IdeaPaint was founded by John Goscha in 2002, while John was still a student at Babson College. John came up with the "idea" of a dry-erase paint and developed IdeaPaint's first dry-erase paint product with the assistance of a third party paint and coatings laboratory.  After several years of product development and two rounds of angel financing, John invited two of his former Babson classmates, Jeff Avallon and Morgen Newman, to join him as co-founders. Jeff joined IdeaPaint in late 2006 and Morgen in early 2007. The three friends teamed together to successfully pull off the Company's 2008 commercial product launch. John led the Company through its initial institutional financing that closed in August of 2008 and, in 2009, he relinquished his senior management role in favor a more seasoned management team, but continued as a consultant into 2010. John remains a significant stockholder in IdeaPaint.  Jeff Avallon and Morgen Newman are still part of the IdeaPaint team.

Create a Brand – you can do it HONEST TEA WE WERE THIRSTY.

People had always told Seth Goldman , co-founder of Honest Tea, that he drank a lot of liquids.

Yet, Seth found most drinks either too sweet or too tasteless.

Barry Nalebuff , one of Seth's business school professors, found that he and Seth shared a passion for the idea of a less sweet, but flavorful beverage during a class discussion that involved a Coke vs. Pepsi case study.

Fast forward to '97, Seth goes for a run in New York City with an old classmate, nicknamed Juice Master Zeus, who used to concoct juice drinks with him after class. They found themselves doing the same after the run, combining several different beverages to cut the sweet and intensify the flavor. Seth knew then that if he was going to quench his thirst for good, he would have to create the drink himself. He e-mailed Barry to see if he was still as excited about the idea as he had been in class.

Timing was everything. Barry had just returned from India where he had been analyzing the tea industry for a case study. Barry had even come up with a name to describe a bottled tea that was made with real tea leaves - Honest Tea.

Five weeks after taking the plunge, he brought thermoses of tea and a bottle with a mock-up label to Fresh Fields (Whole Foods Markets). During that meeting, the order came for 15,000 bottles, and so did the heavy pause as Seth's mind raced, trying to figure out how they would produce that much tea. They were, at that moment, in the tea business.

Honest. That was 13 years ago. Today, Honest Tea can be found in glass bottles, plastic bottles, barely sweetened, or even 'a tad sweet' in tens of thousands of stores across the US. The company has applied its passion for social responsibility to initiatives in the environment and to creating partnerships with the growers, cultures, and communities behind the teas.

THE Most Important Brand is???

YOUYes you are a brand - everything about you speaks to who

that brand is – your clothes – your friends - your schooling – your reputation .

Cultivate that brand because the choices people make about inanimate objects - they make about you . Some of it is pure emotion on what they see and hear without doing sufficient homework or data collection.

And if you establish the right personal brand it will carry you through life .

Your network of business colleagues , friends and acquaintances - what they say and think about you must be part of a conscious effort on your part to understand your strengths and weaknesses - and becoming emotionally intelligent about the choices you make.