3-Step Drop: Aaron Corp

Last Saturday the USC Trojans were upset by the Washington Huskies.  The Trojans were forced to play the game with their #2 quarterback Aaron Corp because the Freshman phenom, Matt Barkley, had an injured shoulder from their previous weeks win at Ohio State.  So what can your brand learn from Aaron Corp?  In honor of football lets look at three quick points.  Let's call it the 3-Step Drop.

1. Credentials - Aaron Corp was a top recruit in from Lutheran High in Orange, California.  His senior season he completed 68% of his passes throwing for 2,750 yards with 21 touchdowns while rushing for another 1,197 yards and 12 touchdowns.  He won the Glenn Davis Award as the best player in Southern California while leading his team to a 14-1 championship season.

You need to build strong credentials early before your brands makes the big time.  Running one great ad with a great tagline isn't going to cut it.  It's often a slow process and you can't cut corners.  You must be consistent, perform well at the lower levels, and get noticed.  Corp (the brand) built his credentials from Pop Warner through high school and got noticed by the Trojans (consumer).  What are you doing to build your brands credentials?

2. Perform - Once your brand gets noticed and makes it to the big stage you have to perform.  Corp got his chance against the Huskies.  What happened?  13 of 22 passing for 110 yards, one interception and no touchdowns.  Your brand has to perform when given the chance.

That means your sales staff has to look the part and know what they're talking about.  That means the receptionist can't sound like she hates talking to people when she answers the phone.  If your brand performs to levels below expectations, as did Corp, you may never get a second chance.  That one rude interaction from your salesperson can turn that upset customer into an advocate AGAINST your brand because that is how they will remember you.  Aaron Corp is probably a great guy that will go on to be successful at whatever he does, but for now he will be the quarterback that didn't get it done when he should have.  Until he gets a second chance, if he does, that is what we will remember.  How will your brand perform when given a chance?  You may not get another shot.

3. Brand Equity - Because Corp goes to USC and was in a battle for the starting position, we expect certain things from him.  We expect him to be the next in line; to be able to make USC perform as seamlessly as the transition from Carson Palmer to Matt Leinart.  Why?  Because that's the brand USC has built for themselves in this modern era.  All the experts expected USC to beat the Huskies convincingly because of this equity.

If you are fortunate enough to own a successful brand, there will be a time when you think about growing your business and extending your brand into new categories.  Be careful!  Like Corp, if your consumers extend the main brands equity (trust) to your new category and you do not perform up to the original brands standard you are doomed.  USC's loss to Washington may cost them a shot at the national championship and has caused fans and pundits alike to question just how good the Trojans really are.  It will be tough for the Trojans to make it back to the top even if they do win out.  What will that failure cost your brand?