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
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
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
• 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.
• 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
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.
Guy Harvey Going Blue
Guy Harvey Ocean Foundation
 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 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.
 Observers
see them as being
willing to accept a high level of
personal, professional or financial
risk to pursue opportunity.
“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
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
“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
“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
“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
“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
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
 Opinionated
 Outrageous
 “Pain in the Ass”
 Morley
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
 Dale
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
“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
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
Paul Westphal
Quotes to Live By
“If you’re going through hell, keep
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
Franklin D Roosevelt
Quotes to Live By
 “Just
when the caterpillar thought the
world was over , it became a
 “Fall
Ancient Proverb
seven times, stand up eight.”
Japanese Proverb
 “Don’t
curse the darkness…. light a
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
The Promise
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
Gator Nation is REAL!

“Excellence can be attained if you…”