Branding With A Passion “Excellence can be attained if you…” Care more than other think is wise Risk more than others think is safe Dream more than others think is practical Expect more than others think is possible Steve Stock • Professional Background – UF Grad – Burdines – ARA Services – Florida Marlins – Guy Harvey Inc – President – Guy Harvey Ocean Foundation - President In-dom-i-ta-ble…… incapable of being subdued or defeated. Guy Harvey’s Bio • • • • • • • • • • • • • • • • • • • • • September 16, 1955 – Born in Lippspringe, Germany while his father was serving in the British army 1977 – Graduated from Aberdeen University in Scotland with high honors in Marine Biology 1982 – Graduated from University of West Indies in Jamaica with Ph.D. in Fisheries Management 1985 – Depicted Ernest Hemmingway’s Old Man & the Sea in 44 pen and ink drawings for Jamaican art exhibition 1986 – Selected as Jamaica’s representative to the International Game Fish Association (IGFA) 1988 – Harvey abandons career as professor of Fisheries Biology so he can paint full time 1992 – Appointed Trustee of IGFA 1997 – Creation of Guy Harvey Artificial Reef with Pompano Beach Fishing Rodeo 1998 – Awarded IGFA “Lifetime Achievement Award” 1999 – Partnered with Nova Southeastern University to create the Guy Harvey Research Institute 2001 – Releases Santiago’s Finest Hour, 56 pen and ink drawings depicting Old Man & the Sea 2002 – Releases autobiography, Portraits From the Deep 2004 – Television series Guy Harvey’s Portraits From the Deep debuts 2007 – Opens Guy Harvey Gallery & Shoppe, Flagship Store in Grand Cayman, also opens First Guy Harvey Island Grill 2007 – Opens Second Guy Harvey Island Grill in Marco Island, Florida 2007 – Wins “Telly Award” for Portraits episode featuring black marlin 2008 – Creation of the Guy Harvey Ocean Foundation 2008 – Opens Third Guy Harvey Island Grill in Key West, Florida 2008 – Opens Forth Guy Harvey Island Grill in Orange Beach Alabama 2008 – Awarded “Craftsman Award” from the Construction Association of South Florida for 300’ x 50’ shark mural at Nova Southeastern University 2009 – Opens Fifth Guy Harvey Island Grill in Panama City Beach, Florida Building a Licensing Business • Branding – Equity • Licensing – Copy Right – Trade Mark • Cause Marketing – Go Green Branding • Brand: – a trademark or distinctive name identifying a product or a manufacturer. • Brand Equity – the Brand can add significant value when it is well recognized and has positive associations in the mind of the consumer. • Brand Extensions – a successful brand can be used as a platform to launch related products. Licensing • License – a right or permission granted by a competent authority (as of a government or a business) to engage in some business or occupation, do some act, or engage in some transaction which would be unlawful without such right or permission. Licensing Companies • Disney – $26 billion • Philips-Van Heusen – $6.7 billion • Warner Brothers - $6 billion • Iconix Brand - $6 billion • Marvel - $5.5 billion Guy Harvey Licensees Guy Harvey Licensees cont…. Cause Marketing • Cause Marketing: – a type of marketing involving the cooperative efforts of a "for profit" business and a non-profit organization for mutual benefit. • Greening up your image – a good product plus a good cause equals an improved bottom line. Cause Marketing cont… • Ninety-two percent of Americans think that it is important for companies to make charitable contributions or donate products and/or services to nonprofit organizations in the community • Sixty-one percent of Americans think that they help to communicate a company’s values • Numerous studies show that Cause Marketing can increases sales by 20 to 30 percent. Info: http://www.causemarketingforum.com Guy Harvey Going Blue Guy Harvey Ocean Foundation www.GuyHarveyOceanFoundation.org Entrepreneurship An Entrepreneur is a person who has possession of an enterprise, or venture, and assumes significant accountability for the inherent risks and the outcome. It is an ambitious leader who combines land, labor, and capital to often create and market new goods and services. Entrepreneurship Entrepreneurship is often difficult and tricky, resulting in many new ventures failing. The word entrepreneur is often synonymous with founder. Most commonly, the term entrepreneur applies to someone who creates value by offering a product or service, by carving out a niche in the market that may not exist currently. Entrepreneurs tend to identify a market opportunity and exploit it by organizing their resources effectively to accomplish an outcome that changes interactions within a given sector. Entrepreneurship Observers see them as being willing to accept a high level of personal, professional or financial risk to pursue opportunity. Entrepreneurship “If you never except a challenge, you will never feel the excitement of victory.” “Good communication begins with being a great listener….a great listener knows to ask a lot of questions. ” “Question everything; assume nothing. “ “I never said it would be easy…. I only said it would be worth it.” Honesty and Integrity “I don’t want to wake up one day with a profitable corporation that does not have a soul.” Jack Welch, GE Corp “Not let the buyer beware, but let the buyer have faith.” Bill Adams, CEO Armstrong World Industries Kindness and Compassion Bean Stock Option Plan…“The greatest single advantage we have because of the value and relationship that our people have to the company, to each other, and most important, to our customers and share holders.” Howard Schultz, founder Starbucks “Because we are treated so well…it is reflected in the way we treat our customers.” Starbucks Manger Kindness and Compassion “Kindness begets kindness.” “We have to take care of our employees; otherwise how can we expect them to take care of our customers.” Willard Marriot, founder Marriott Hotels Humility “I’d describe leadership as servanthood…the best leaders have to be good followers as well. You have to be willing to subject your own ego to the needs of your business.” Herb Kelleher, founder Southwest Airlines Communication “Leadership takes an almost bottomless supply of verbal energy: working the phones, staying focused on your message, repeating the same mantra until you can’t stand the sound of your own voice, and then repeating it some more, because just when you start to become bored witless with the message, it is probably starting to seep into the organization.” Tom Peters Communication “Make sure you only hire people who will be willing to kick the door open if you lose direction and close it. You may be able to ignore someone’s opinion if you don’t like it, but if the person has the data to back it up, your intellect should be able to overwhelm your vanity.” Gordan Bethune, CEO Continental Airlines Team Development “Our PEOPLE make the difference.” “Southwest is only as good as its people.” Sam Walton, founder Wal-mart Herb Kelleher, founder Southwest Airlines “How you select people is more important than how you manage them.” Red Auerbach, Boston Celtics Courage “Plunge into the uncomfortable; push, or be lucky enough to have someone push you, beyond your fears and your sense of limitations. That’s what I have been doing…overcoming my discomfort as I go along.” Barry Diller Think Big John F Kennedy galvanized our nation by proclaiming his purpose of landing a man on the moon by the end of the 1960s. Fred Smith’s business school professor dismissed as “unworkable” the idea of a one airport hub to achieve 24 hour guaranteed delivery. Fred Smith was the founder of Fed Ex. 60 Minutes Don Hewitt – Creator & Executive Producer Passionate Enthusiastic Human Dynamo Opinionated Outrageous “Pain in the Ass” Morley Safer Quotes to Live By “Don’t be afraid to give your best to what seemingly are small jobs. Every time you conquer one it makes you that much stronger. If you do little jobs well, the big ones will tend to take care of themselves.” “When fate hands us a lemon, try to make lemonade.” Dale Carnegie Quotes to Live By “The only people for me are the mad ones, the ones who are mad to live, mad to talk, mad to be saved, desirous of everything at the same time, the ones who never yawn or say a commonplace thing, but burn, burn, burn, like fabulous yellow roman candles exploding like spiders across the stars …….” Jack Kerouac Quotes to Live By “If you can’t think up a new idea, try finding a way to make better use of an old idea.” “Do not go where the path may lead. Go instead where there is no path and leave a trail.” Ralph Waldo Emerson Quotes to Live By “Life is either a daring adventure or nothing” “To love what you do and feel that it matters-how could anything be more fun.” Helen Keller Katherine Graham “Any fact facing us is not as important as our attitude toward it, for that determines our success or failure.” Norman Vincent Peale Quotes to Live By “You’ve got to believe deep inside yourself that you’re destined to do great things.” Joe Paterno “You’re never a loser until you quit trying.” Mike Ditka “In great attempts, it is glorious even to fail.” Vince Lombardi Quotes to Live By “Everything starts with yourself….with you making up your mind about what you’re going to do with your life.” Tony Dorsett “Have fun doing whatever it is that you desire to accomplish….and do it because you love it, not because it’s work.” Paul Westphal Quotes to Live By “If you’re going through hell, keep going.” Winston Churchill “I will prepare and someday my chance will come.” Abraham Lincoln “Happiness lies not in the mere possession of money; it lies in the achievement, in the thrill of creative effort.” Franklin D Roosevelt Quotes to Live By “Just when the caterpillar thought the world was over , it became a butterfly.” “Fall Ancient Proverb seven times, stand up eight.” Japanese Proverb “Don’t curse the darkness…. light a candle.” Chinese Proverb U of F T Shirt Mantra “We are not snobs…. we are just better than you.” “Be Confident, Not Arrogant.” Gator Commitment "We're going to make it so hard that they're just going to try to make it to three o'clock in the afternoon. So hard that they're going to have a hard time picking up the Street & Smith magazine that tells them how good that they are.“ Urban Meyer The Promise I promise you….you will never see any player in the entire county play as hard as I will play the rest of the season, and you will never see someone push the rest of the team as hard as I will push everybody for the rest of this season. Tim Tebow Gator Nation is REAL!