In June the OC Metro ran a cover story on the Power of Trust in conjunction with the Values Institute at DGWB. After interviewing 2000 adults over five months (63% women, 47% married with children) the following attributes came forward: Ability, Concern, Connection, Consistency, and Sincerity.
The Girl Scouts of Orange County "brand" came out on top for Concern and Connection with multiple mentions across all attributes.
Let that be a lesson to business-at-large -- embed your brand in your people (employees/customers) and the kudos will follow. Don't keep reinventing yourself decade after decade, stay true to your core. The OC Girl Scouts have 25,000 girls and their leaders to word-of-mouth the organization; next year thousands more will join the legacy. How many employees still buy your "cookies" decades later - at any cost?
Men value Price and Cost. (Why surveys are important.)
The survey uncovered on big difference between how the women and the men answered the survey -- the middled-aged, surveyed men put Price and Cost on top of their value chain, the women had valued customer service.
This isn't new news, most of the survey's findings are also in the In Women We Trust workbook published five years ago. But it does point out why marketing is still out of synch with world of women. Most agencies, DBWG included, are run by men, have men on their board and therefore filter their decisions based on their own value base first. (I saw one women in a leadership position with DBWG and the Values Institute.) Without surveys like this to flag the differences, those in the decision-making seat would continue their path based on what they know from their own personal experience. Kudos to DBWG and OC Metro for setting up the survey.
Surveys are also important because business is just a machine and machines run on numbers. When numbers add up, the machines change to match their direction. If you want to change the world, put numbers on your findings. (Plus, the reports make great handouts at awards dinners...)
Other awardees were: American Red Cross (another female dominated structure), Apple, Chapman University, Chick-fil-A, CHOC Children's Hospital, Costco, Disneyland, Hoag Memorial Hospital Presbyterian, In-N-Out Burger, Nordstrom, Planned Parenthood/OC and San Bernardino Counties, St. Joseph Hospital, Target, Toshiba America, and Wells Fargo.
Seeing the Girl Scouts of OC on top didn't surprise me, GS programs have always been in tune with what modern girls need ever since I was a Girl Scout Professional Advisor early in my career. The GS program has stayed true to it's course of preparing girls for the future, and it has evolved, i.e. from taking care of the outdoors and leaving only footprints while camping, to including saving the planet.
If you wanted a new branding ideology for your company that will resonate with growing consumers, just follow the Girl Scout program. Oh, and maybe rework your own mission statement to include the values that the Girl Scouts abide by:
I will do my best to be
honest and fair,
friendly and helpful,
considerate and caring,
courageous and strong, and
responsible for what I say and do,
respect myself and others,
use resources wisely,
make the world a better place, and
be a sister to every Girl Scout.
What's not to Know, Like and Trust?