Tiimiakatemia on Jyväskylän Ammattikorkeakoulun yrittäjyyden huippuyksikkö

Creating Passion Brands

Kirjoitettu 06.01.13
Esseen kirjoittaja: Hanne Eskelinen
Kirjapisteet: 2
Kirja: Creating Passion Brands
Kirjan kirjoittaja: Helen Edwards, Derek Day
Kategoriat: 6. Markkinointi, 6.3. Brandi ja mielikuvien kehittämisen työkalut

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In this autumn I have been working a lot with the brand of Team Academy. In Brazil it’s clear that we worked a lot with the brand. Team Academy is not well-known brand in Brazil and many times we need to tell why Team Academy could be THE way and not just an alternative. With ITAS we also work with Team Academy brand, not just the local ones but also the global one. And of course it’s clear that we all in Team Academy and Team Academy’s network are using the brand. But is Team Academy a passion brand in Finland or in the world?

In the book is a theory how we can build a passion brand. The governing four-corner model can be as a trampoline, with four legs and with the centre of the trampoline. The legs are: ideology, capability, consumer and environment and the centre of trampoline is the passion point. The trampoline model shows how important for the brand is to have all of these four part (or legs) completed. If some of the legs are weaker, shorter or in some way less robust than the others it can mean that the brand is not going to be well. The book gives examples how the brands are if some of the legs is shorter/weaker that the others. If ideology is not that clear the brand can be “hollow brand”. The brand is personality on the outside but with nothing substantial at the core. The brands with weakness in capability are called “question-mark brands”. “Blind brands” are the brands without consumers; they have lost the touch with how the people live, whom they admire, where they go and what they wear. “Irrelevant brands” get created when the world moves on and the brand doesn’t notice it. Environment of the brand is not that strong. That the brand can be strong and passion brand all the legs need to be solid well made and well adjusted. How are those legs with Team Academy brand?

Corner 1: Ideology

I think Team Academy has strong ideology. It’s to learn team entrepreneurship in the team company  with real projects for the real customers and with real money. In that way we learn to work with new people, we learn how the market is and how to behave with customers. We also learn what the good price for our services is and how to sell them for the customers. Maybe the most important part of the ideology is that we learn how to work in a team and teamwork will be the future way to work.

Corner2: Capability

Team Academy is that capability than the people in there are. Of course people from different years have different kind of capability. The first year teampreneurs are still learning what Team Academy actually is and in the same time many of the fourth year teampreneurs are thinking how they can open their own businesses. The power of Team Academy is in the open conversation between team companies and between different experiences.

Corner3: Consumer

How the consumers feel about the brand? At the beginning everything started with the contacts that professor Partanen had. With the years people started to find their customers by their selves. I think there are several companies who have had really long relationship with Team Academy but in the same time there are for sure companies that if you say Team Academy they don’t want to work with you. In the same time Team Academy offers new, innovative perspective for the challenges that companies have and have weakness that people don’t always know how to behave and handle with customers, so they might have a feeling that everything isn’t always working. Each person in Team Academy should remember that they are not just representing their own team company but also the whole Team Academy brand.

Corner4: Environment

The world is changing all the time. I think Team Academy is also changing all the time. Because each year there are new team entrepreneurs and they can do want they want, so Team Academy is following the time in this case. Team Academy has different power in Spain than in Finland, because the financial situation in Spain is different than in Finland.

The passionpoint:

When all the four corners are ok, same strong and the trampoline in a balance, it’s the point when the brand is powerful.

For me it seems like Team Academy brand has different power in different countries. Of course it make also sense because there is differences how long the Team Academy has been building the brand in different countries. In Finland in the area of Middle-Finland the brand of Team Academy is quite strong brand. We have a person who is taking care of the brand but in the same time everybody in Team Academy should understand that all communication about Team Academy is marketing for Team Academy brand, even if the message is bad or good. In Jyväskylä most of the companies knows Team Academy but when we go out from Jyväskylä, Team Academy isn’t anymore that known. Also the brand in Brazil is unknown and quite far from their reality. To build Team Academy’s brand stronger and more passion in Brazil we need to be sure what we are doing and why it’s good. I have realized that it helps a lot when we know the history of Team Academy Finland and how everything started. In Brazil is also important to tell again and again how innovate Team Academy is. In Brazil and actually in the whole Latin-America Team Academy brand is something really radically and innovates. As we called the old style learning and leadership is quite normal in there and for that’s reason our Team Academy can be in the future really passion brand in Brazil and in Latin America. We need to build the brand in there with a team and wherever we affect we need to be sure that the message which goes out from Team Academy is positive.

There in the book are some questions that I wanted to find the answer.

1. What are we good at that’s good for people?

Team Academy is the place to learn team entrepreneurship, develop our dreams and learn friend leadership. We believe that the team work is the way to work in the future because it’s more effective than individual learning, that common dreams are the most motivating goals and friend leadership is the way to lead in the future. The world is changing and old-style leadership doesn’t work anymore with the new generation. I have been within the conversations that Team Academy is a new generation education because the responsibility of learning it’s in the learner.

2. Which values will we still hold when the world moves on?

The values of Team Academy Jyväskylä are:

  1. Relationships, building and upholding partnerships
  2. Teampreneurship
  3. Ongoing experiments and the continuous creation of new
  4. Learning by doing and practicality
  5. Internationality and travelling

But we are building our values by ourselves each year, so our values are always updated. What those values means for me and are they in the line with my values are the questions that we need to think when we are learning in Team Academy. The values in different countries can be a bit different but in the end they are in the line with the values of Team Academy Jyväskylä.

3. What should we stop doing now in order to stay true to our values?

We should stop to spectacular and start to concentrate more for the things that are bringing our learning forward. To learn to learning and to learn to work in a team are the ways to develop Team Academy’s brand and show the passion of it.

4. How might our historical ethos be reinterpreted for people today?

Team Academy started 1993 because the marketing professor Partanen was so bored to teach always the same things and see how nothing new is coming out from the classroom. Partanen posted a paper with the text: “Do you want to travel around the world and learn some marketing aside?”. 24 students answered “yes” and so they started to develop different way of learning. And in the end they made so much money that they travelled around the world and paid even the travel for the professor also. What we can learn from this story? And does everybody know the story nowadays? I don’t believe so, but still we can learn a lot from this story. Year 1993 was really poor time in Finland, the market wasn’t good and the financial situation was really bad. But somehow it worked and they realized that everything is possible if we work together and have a common goal. From the story how everything started we can learn how important a common goal for the team is and also how important it is to learn and work together even if it’s not that easy always. Also the power of the mission has been very important in Spain. That what was innovative 1993 we can still learn, the world doesn’t change that quickly and it’s actually still today really innovative to learn in the way how we learn in Team Academy.

This book gave me many thoughts for my time in Team Academy and how I want to work and develop Team Academy’s brand and how we should take care of Team Academy’s brand in our ITAS –project. All the time when we are working with the customers we should remember that we are they faces that the customer has from Team Academy and we are affecting how the customer feel from Team Academy.

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