Branding With A PassionBranding With A Passion

““Excellence can be attained if Excellence can be attained if you…”you…”

Care more than other think is wiseCare more than other think is wise

Risk more than others think is safeRisk more than others think is safe

Dream more than others think is Dream more than others think is practicalpractical

Expect more than others think is Expect more than others think is possiblepossible

Steve StockSteve Stock

• Professional BackgroundProfessional Background– UF GradUF Grad– BurdinesBurdines– ARA ServicesARA Services– Florida MarlinsFlorida Marlins– Guy Harvey Inc – President Guy Harvey Inc – President – Guy Harvey Ocean Foundation - Guy Harvey Ocean Foundation -

PresidentPresident

In-dom-i-ta-In-dom-i-ta-bleble…………

incapable of being subdued or defeated.incapable of being subdued or defeated.

Guy Harvey’s BioGuy Harvey’s Bio• September 16, 1955September 16, 1955 – Born in Lippspringe, Germany while his father was serving in – Born in Lippspringe, Germany while his father was serving in

the British armythe British army• 19771977 – Graduated from Aberdeen University in Scotland with high honors in Marine – Graduated from Aberdeen University in Scotland with high honors in Marine

BiologyBiology• 1982 – 1982 – Graduated from University of West Indies in Jamaica with Ph.D. in Fisheries Graduated from University of West Indies in Jamaica with Ph.D. in Fisheries

ManagementManagement• 19851985 – Depicted Ernest Hemmingway’s – Depicted Ernest Hemmingway’s Old Man & the SeaOld Man & the Sea in 44 pen and ink drawings in 44 pen and ink drawings

for for Jamaican art exhibition Jamaican art exhibition• 19861986 – Selected as Jamaica’s representative to the International Game Fish Association – Selected as Jamaica’s representative to the International Game Fish Association

(IGFA)(IGFA)• 19881988 – Harvey abandons career as professor of Fisheries Biology so he can paint full – Harvey abandons career as professor of Fisheries Biology so he can paint full

timetime• 19921992 – Appointed Trustee of IGFA – Appointed Trustee of IGFA• 19971997 – Creation of Guy Harvey Artificial Reef with Pompano Beach Fishing Rodeo – Creation of Guy Harvey Artificial Reef with Pompano Beach Fishing Rodeo• 19981998 – Awarded IGFA “Lifetime Achievement Award” – Awarded IGFA “Lifetime Achievement Award”• 19991999 – Partnered with Nova Southeastern University to create the Guy Harvey Research – Partnered with Nova Southeastern University to create the Guy Harvey Research

InstituteInstitute• 20012001 – Releases – Releases Santiago’s Finest HourSantiago’s Finest Hour, 56 pen and ink drawings depicting , 56 pen and ink drawings depicting Old Man & Old Man &

the Seathe Sea• 20022002 – Releases autobiography, – Releases autobiography, Portraits From the DeepPortraits From the Deep• 20042004 – Television series – Television series Guy Harvey’s Portraits From the DeepGuy Harvey’s Portraits From the Deep debuts debuts• 2007 – 2007 – Opens Guy Harvey Gallery & Shoppe, Flagship Store in Grand Cayman, also Opens Guy Harvey Gallery & Shoppe, Flagship Store in Grand Cayman, also

opens First opens First Guy Harvey Island Grill Guy Harvey Island Grill• 2007 –2007 – Opens Second Guy Harvey Island Grill in Marco Island, Florida Opens Second Guy Harvey Island Grill in Marco Island, Florida• 20072007 – Wins “Telly Award” for – Wins “Telly Award” for PortraitsPortraits episode featuring black marlin episode featuring black marlin• 2008 2008 – Creation of the Guy Harvey Ocean Foundation– Creation of the Guy Harvey Ocean Foundation• 2008 2008 – Opens Third Guy Harvey Island Grill in Key West, Florida– Opens Third Guy Harvey Island Grill in Key West, Florida• 2008 2008 – Opens Forth Guy Harvey Island Grill in Orange Beach Alabama– Opens Forth Guy Harvey Island Grill in Orange Beach Alabama• 2008 2008 – Awarded “Craftsman Award” from the Construction Association of South Florida – Awarded “Craftsman Award” from the Construction Association of South Florida

for 300’ x for 300’ x 50’ shark mural at Nova Southeastern University 50’ shark mural at Nova Southeastern University• 2009 2009 – Opens Fifth Guy Harvey Island Grill in Panama City Beach, Florida– Opens Fifth Guy Harvey Island Grill in Panama City Beach, Florida

Building a Licensing Building a Licensing BusinessBusiness

• BrandingBranding– EquityEquity

• LicensingLicensing– Copy RightCopy Right– Trade MarkTrade Mark

• Cause MarketingCause Marketing– Go GreenGo Green

BrandingBranding• Brand:Brand:

– a trademark or distinctive name identifying a a trademark or distinctive name identifying a product or a manufacturer. product or a manufacturer.

• Brand EquityBrand Equity– the Brand can add significant value when it is the Brand can add significant value when it is

well recognized and has positive associations in well recognized and has positive associations in the mind of the consumer.the mind of the consumer.

• Brand ExtensionsBrand Extensions– a successful brand can be used as a platform to a successful brand can be used as a platform to

launch related products.launch related products.

LicensingLicensing• LicenseLicense

– a right or permission granted by a a right or permission granted by a competent authority (as of a competent authority (as of a government or a business) to engage in government or a business) to engage in some business or occupation, do some some business or occupation, do some act, or engage in some transaction act, or engage in some transaction which would be unlawful without such which would be unlawful without such right or permission. right or permission.

Licensing CompaniesLicensing Companies

• Disney – $26 billionDisney – $26 billion

• Philips-Van Heusen – $6.7 billionPhilips-Van Heusen – $6.7 billion

• Warner Brothers - $6 billionWarner Brothers - $6 billion

• Iconix Brand - $6 billionIconix Brand - $6 billion

• Marvel - $5.5 billionMarvel - $5.5 billion

Guy Harvey LicenseesGuy Harvey Licensees

Guy Harvey Licensees Guy Harvey Licensees cont….cont….

Cause MarketingCause Marketing

• Cause Marketing:Cause Marketing:– a type of marketing involving the cooperative a type of marketing involving the cooperative

efforts of a "for profit" business and a non-efforts of a "for profit" business and a non-profit organization for mutual benefit. profit organization for mutual benefit.

• Greening up your imageGreening up your image– a good product plus a good cause equals an a good product plus a good cause equals an

improved bottom line.improved bottom line.

Cause Marketing contCause Marketing cont……• Ninety-two percent of Americans think that Ninety-two percent of Americans think that

it is important for companies to make it is important for companies to make charitable contributions or donate products charitable contributions or donate products and/or services to nonprofit organizations in and/or services to nonprofit organizations in the community the community

• Sixty-one percent of Americans think that Sixty-one percent of Americans think that they help to communicate a company’s they help to communicate a company’s values values

• Numerous studies show that Cause Numerous studies show that Cause Marketing can increases sales by 20 to 30 Marketing can increases sales by 20 to 30 percent.percent.

Info: http://www.causemarketingforum.comInfo: http://www.causemarketingforum.com

Guy Harvey Going BlueGuy Harvey Going Blue

Guy Harvey Ocean FoundationGuy Harvey Ocean Foundationwww.GuyHarveyOceanFoundation.orgwww.GuyHarveyOceanFoundation.org

EntrepreneurshipEntrepreneurshipAn Entrepreneur is a person who An Entrepreneur is a person who

has possession of an enterprise, or has possession of an enterprise, or venture, and assumes significant venture, and assumes significant accountability for the inherent risks accountability for the inherent risks and the outcome.  and the outcome. 

It is an ambitious leader who It is an ambitious leader who combines land, labor, and capital to combines land, labor, and capital to often create and market new goods often create and market new goods and services.and services.

EntrepreneurshipEntrepreneurship Entrepreneurship is often difficult and Entrepreneurship is often difficult and

tricky, resulting in many new ventures tricky, resulting in many new ventures failing.  The word entrepreneur is often failing.  The word entrepreneur is often synonymous with founder.  Most synonymous with founder.  Most commonly, the term entrepreneur applies commonly, the term entrepreneur applies to someone who creates value by offering to someone who creates value by offering a product or service, by carving out a a product or service, by carving out a niche in the market that may not exist niche in the market that may not exist currently.  Entrepreneurs tend to identify a currently.  Entrepreneurs tend to identify a market opportunity and exploit it by market opportunity and exploit it by organizing their resources effectively to organizing their resources effectively to accomplish an outcome that changes accomplish an outcome that changes interactions within a given sector. interactions within a given sector.

EntrepreneurshipEntrepreneurship

Observers see them as being Observers see them as being willing to accept a high level willing to accept a high level of personal, professional or of personal, professional or financial risk to pursue financial risk to pursue opportunityopportunity.     .    

EntrepreneurshipEntrepreneurship ““If you never except a challenge, you will If you never except a challenge, you will

never feel the excitement of victory.”never feel the excitement of victory.”

““Good communication begins with being Good communication begins with being a great listener….a great listener knows a great listener….a great listener knows to ask a lot of questions. ”to ask a lot of questions. ”

““Question everything; assume nothing.Question everything; assume nothing. “ “   

““I never said it would be easy…. I only I never said it would be easy…. I only said it would be worth it.”said it would be worth it.”

Honesty and IntegrityHonesty and Integrity““I don’t want to wake up one day I don’t want to wake up one day

with a profitable corporation that with a profitable corporation that does not have a soul.”does not have a soul.”

Jack Welch, GE CorpJack Welch, GE Corp

““Not let the buyer beware, but let the Not let the buyer beware, but let the buyer have faith.”buyer have faith.”

Bill Adams, CEO Armstrong World IndustriesBill Adams, CEO Armstrong World Industries

Kindness and CompassionKindness and Compassion

Bean Stock Option Plan…“The greatest Bean Stock Option Plan…“The greatest single advantage we have because of the single advantage we have because of the value and relationship that our people value and relationship that our people have to the company, to each other, and have to the company, to each other, and most important, to our customers and most important, to our customers and share holders.”share holders.”

Howard Schultz, founder StarbucksHoward Schultz, founder Starbucks

““Because we are treated so well…it is Because we are treated so well…it is reflected in the way we treat our reflected in the way we treat our customers.”customers.”

Starbucks MangerStarbucks Manger

Kindness and CompassionKindness and Compassion

““Kindness begets kindness.”Kindness begets kindness.”

““We have to take care of our We have to take care of our employees; otherwise how can we employees; otherwise how can we expect them to take care of our expect them to take care of our customers.”customers.”

Willard Marriot, founder Marriott HotelsWillard Marriot, founder Marriott Hotels

HumilityHumility

““I’d describe leadership as I’d describe leadership as servanthood…the best leaders have servanthood…the best leaders have to be good followers as well. You to be good followers as well. You have to be willing to subject your have to be willing to subject your own ego to the needs of your own ego to the needs of your business.”business.”

Herb Kelleher, founder Southwest Airlines Herb Kelleher, founder Southwest Airlines

CommunicationCommunication

““Leadership takes an almost bottomless Leadership takes an almost bottomless supply of verbal energy: working the supply of verbal energy: working the phones, staying focused on your phones, staying focused on your message, repeating the same mantra message, repeating the same mantra until you can’t stand the sound of your until you can’t stand the sound of your own voice, and then repeating it some own voice, and then repeating it some more, because just when you start to more, because just when you start to become bored witless with the become bored witless with the message, it is probably starting to seep message, it is probably starting to seep into the organization.”into the organization.”

Tom Peters Tom Peters

CommunicationCommunication

““Make sure you only hire people who Make sure you only hire people who will be willing to kick the door open if will be willing to kick the door open if you lose direction and close it. You you lose direction and close it. You may be able to ignore someone’s may be able to ignore someone’s opinion if you don’t like it, but if the opinion if you don’t like it, but if the person has the data to back it up, person has the data to back it up, your intellect should be able to your intellect should be able to overwhelm your vanity.”overwhelm your vanity.”

Gordan Bethune, CEO Continental AirlinesGordan Bethune, CEO Continental Airlines

Team DevelopmentTeam Development

““Our Our PEOPLE PEOPLE make the difference.”make the difference.” Sam Walton, founder Wal-martSam Walton, founder Wal-mart

““Southwest is only as good as its Southwest is only as good as its people.”people.”

Herb Kelleher, founder Southwest AirlinesHerb Kelleher, founder Southwest Airlines

““How you select people is more How you select people is more important than how you manage them.”important than how you manage them.”

Red Auerbach, Boston CelticsRed Auerbach, Boston Celtics

CourageCourage

““Plunge into the uncomfortable; Plunge into the uncomfortable; push, or be lucky enough to have push, or be lucky enough to have someone push you, beyond your someone push you, beyond your fears and your sense of limitations. fears and your sense of limitations. That’s what I have been doing…That’s what I have been doing…overcoming my discomfort as I go overcoming my discomfort as I go along.”along.”

Barry DillerBarry Diller

Think BigThink Big

John F Kennedy galvanized our nation John F Kennedy galvanized our nation by proclaiming his purpose of landing by proclaiming his purpose of landing a man on the moon by the end of the a man on the moon by the end of the 1960s.1960s.

Fred Smith’s business school professor Fred Smith’s business school professor dismissed as “unworkable” the idea of dismissed as “unworkable” the idea of a one airport hub to achieve 24 hour a one airport hub to achieve 24 hour guaranteed delivery. Fred Smith was guaranteed delivery. Fred Smith was the founder of Fed Ex.the founder of Fed Ex.

60 Minutes60 Minutes

Don Hewitt – Don Hewitt – Creator & Executive ProducerCreator & Executive Producer

PassionatePassionateEnthusiastic Enthusiastic Human DynamoHuman DynamoOpinionatedOpinionatedOutrageousOutrageous““Pain in the Ass”Pain in the Ass”

Morley SaferMorley Safer

Quotes to Live ByQuotes to Live By““Don’t be afraid to give your best to Don’t be afraid to give your best to

what seemingly are small jobs. Every what seemingly are small jobs. Every time you conquer one it makes you time you conquer one it makes you that much stronger. If you do little that much stronger. If you do little jobs well, the big ones will tend to jobs well, the big ones will tend to take care of themselves.”take care of themselves.”

““When fate hands us a lemon, try to When fate hands us a lemon, try to make lemonade.” make lemonade.”

Dale Carnegie

Quotes to Live ByQuotes 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 ByQuotes to Live By

““If you can’t think up a new If you can’t think up a new idea, try finding a way to make idea, try finding a way to make better use of an old idea.”better use of an old idea.”

““Do not go where the path may Do not go where the path may lead. Go instead where there is lead. Go instead where there is no path and leave a trail.”no path and leave a trail.”

Ralph Waldo Emerson

Quotes to Live ByQuotes to Live By ““Life is either a daring adventure or Life is either a daring adventure or

nothing”nothing” Helen KellerHelen Keller

““To love what you do and feel that it To love what you do and feel that it matters-how could anything be more matters-how could anything be more fun.”fun.”

Katherine GrahamKatherine Graham

““Any fact facing us is not as Any fact facing us is not as important as our attitude toward it, important as our attitude toward it, for that determines our success or for that determines our success or failure.” failure.”

Norman Vincent Peale Norman Vincent Peale

Quotes to Live ByQuotes to Live By““You’ve got to believe deep You’ve got to believe deep

inside yourself that you’re inside yourself that you’re destined to do great things.” destined to do great things.” 

Joe PaternoJoe Paterno

““You’re never a loser until you You’re never a loser until you quit trying.”quit trying.”

Mike DitkaMike Ditka

““In great attempts, it is glorious In great attempts, it is glorious even to fail.”even to fail.”

Vince LombardiVince Lombardi

Quotes to Live ByQuotes to Live By

““Everything starts with Everything starts with yourself….with you making up yourself….with you making up your mind about what you’re going your mind about what you’re going to do with your life.”to do with your life.”

Tony DorsettTony Dorsett

““Have fun doing whatever it is Have fun doing whatever it is that you desire to that you desire to accomplish….and do it because accomplish….and do it because you love it, not because it’s work.”you love it, not because it’s work.”

Paul WestphalPaul Westphal

Quotes to Live ByQuotes to Live By

““If you’re going through hell, If you’re going through hell, keep going.”keep going.”

Winston ChurchillWinston Churchill

““I will prepare and someday my I will prepare and someday my chance will come.”chance will come.”

Abraham Lincoln

““Happiness lies not in the mere Happiness lies not in the mere possession of money; it lies in possession of money; it lies in the achievement, in the thrill of the achievement, in the thrill of creative effort.”creative effort.”

Franklin D RooseveltFranklin D Roosevelt

Quotes to Live ByQuotes to Live By

““Just when the caterpillar thought Just when the caterpillar thought the world was over , it became a the world was over , it became a butterfly.”butterfly.”

Ancient ProverbAncient Proverb

““Fall seven times, stand up eight.”Fall seven times, stand up eight.” Japanese ProverbJapanese Proverb

““Don’t curse the darkness…. light Don’t curse the darkness…. light a candle.”a candle.”

Chinese ProverbChinese Proverb

U of F T Shirt MantraU of F T Shirt Mantra

““We are not snobs…. we are just We are not snobs…. we are just better than you.”better than you.”

““Be Confident, Not Arrogant.”Be Confident, Not Arrogant.”

Gator CommitmentGator Commitment

"We're going to make it so hard "We're going to make it so hard that they're just going to try to that they're just going to try to make it to three o'clock in the make it to three o'clock in the afternoon. So hard that they're afternoon. So hard that they're going to have a hard time picking going to have a hard time picking up the Street & Smith magazine up the Street & Smith magazine that tells them how good that they that tells them how good that they are.“are.“

Urban MeyerUrban Meyer

The PromiseThe Promise

I promise you….you will never see I promise you….you will never see any player in the entire county any player in the entire county play as hard as I will play the rest play as hard as I will play the rest of the season, and you will never of the season, and you will never see someone push the rest of the see someone push the rest of the team as hard as I will push team as hard as I will push everybody for the rest of this everybody for the rest of this season.season.

Tim TebowTim Tebow

Gator Nation is REAL!Gator Nation is REAL!