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Branding Legacies
By: Emory Brown
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Anyone can make a product, take it to market, and sell it. Yet, it’s another thing to create a brand that becomes rooted in the fabric of your customers’ culture. A brand that creates jobs and changes the community. A brand that transcends the product or service that it sells.

Some people build companies and others build legacies. This may sound weird, but it's true. I was reading John C. Maxwell’s book, A Leader’s Heart, and it poses some of the most influential questions to leaders about what they are building. What are you leaving behind for your family? What are you teaching that will create thought leadership and transform lives? What are you doing that will have an impact on generations to come? These are important questions for C.E.Os and founders to answer. Yet, it also applies to marketers as well. How is our work creating a legacy?

When you look at companies like Hershey and Google, their brands are legacy-driven. They are focused on the future and the community. They are focused on legacy. For instance, Hershey’s founder Milton Hershey set out to change the world with chocolate. He built an entire city for his employees where they could work, play, and learn; a place where they innovate the chocolate industry. Hershey still operates to continue building on this legacy.

Google as a brand started off as a search engine, but as it has evolved, it has set the standards for work environments. They’re leading the way in the development of cutting-edge products like Google Glass, which is transforming the way people use information, from the operating room to travel. Google Labs is also working on developing what I deem to be the “iRobot” car — car that drives itself along with thousands of other cool products and services that impact our communities in ways we couldn’t have ever imagined.

Building a brand legacy is something we as marketers should aspire to as well. How is the work we are doing transforming lives? How are our agencies spearheading innovation? How are we making an impact on the communities that surround us? How are we laying the foundation for generations of brilliance that we have preceded? 


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About the Author
Emory Brown is an award-winning creative director/writer whose mission is to spread the gospel of what great marketers can do when they put their heads together and work together for the greater good and not the bottom line. Working with many esteemed clients, his portfolio of work ranges in genre from conservative to ultra-modern including American Family Insurance, United Airlines, Mazda 6 and RX-8, Illinois Lottery, Tyson, Miller Genuine Draft, Nike Air Force 1, and Mercedes Benz, to name a few.  
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