LiveXchange 2013 - Strengthening Brand America

2013 Business Facilities LiveXchange
ENABLING THE AMERICAN DREAM
Ed Burghard
eburghard@me.com
www.StrengtheningBrandAmerica.com
•  BA – State University of New York @ Potsdam in
Mathematics
•  MBA – Syracuse University in Innovation Management
and Marketing
•  Retired Marketing Director P&G Pharmaceuticals
•  Retired Executive Director, Ohio Business Development
Coalition
•  CEO and Manager, The Burghard Group LLC
•  33 years brand building experience in P&G, lifetime
appointment as a Harley Procter Marketer
•  Member of the Association of Ohio Commodores
•  Founding Board Member, Nemacolin Energy Institute
•  Nonresident Fellow, Maxine Goodman Levin College of
Urban Affairs, Cleveland State University
•  Lecturer, Shawnee State University
It Is Time For Us To Focus
On The Right Goal
It’s NOT About Jobs.
It’s About Enabling
Residents To Better
Achieve The
American Dream.
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Agenda
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American Dream Composite Index
Role in The Site Selection Decision
2012 State Performance
Role in Community Strategic Planning
Implications For Community Branding
A look Forward
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Xavier University
American Dream
Project Overview
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•  First measure that quantifies the
American Dream in its entirety.
•  Reveals how people feel about their
personal wellbeing and physical
environment.
•  Each month 1,000 respondents
share sentiment on 139 statements
that pertain to the American Dream.
•  Responses are rolled up to
comprise 35 ADCI dimensions.
•  ADCI score is a gauge of how well
people living in the United States
are achieving the American Dream.
•  Xavier University and The Burghard
Group ran a special 2012 data
mining study to calculate a state
level ADCI score.
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American Dream
Characterized
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Summary
Index
Measured Dimensions
Economic
Financial Security
Material Prosperity
Access to Education
Destinations in Life
Job Benefits
Health Care
Freedom of Choice
Generational
Progress
Home Ownership
Job Environment
Well-Being
Family Support
Support of Friends
Happiness
Freedom of
Expression
Fruits of My Labor
Entrepreneurial Spirit
Leisure Activities
Social Status
Personal Health
Satisfaction with
Residence
Optimism
Societal
Trust in Government
Trust in Business
Just Society
Trust in People
Education Quality
Safety in Travel
Safety in Community
Civic Participation
Diversity
Melting Pot –
Neighborhood
Melting Pot –
Personal Differences
Melting Pot – Diversity
Political Freedom
Environmental
Pollution – air, food,
water, land
ADCI Dimensions
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Roughly 35% of the American
Dream Is Not Being Achieved.
ADCI Scores
April 2013
ADCI
64.7
UP
Economic
62.9
UP
Well-Being
70.0
UP
Societal
53.8
DOWN
Diversity
74.1
DOWN
Environmental 67.9
DOWN
Success is Enabling More of
the American Dream to be
Realized by More Residents.
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Business Executive
Reaction
National Survey
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Executives are interested in knowing the
ADCI score for locations where their
employees work and live (87.3% indicated
they want to know).
Executives believe there is a real business
benefit to employees feeling that they are
achieving the American Dream (89.2%
indicated there is). The three highest ranked
benefits were 1) increased employee
retention, 2) better work-life balance, and 3)
increased employee productivity.
Confirmed executives will use the ADCI
score to differentiate between locations that
are finalists in the site selection decision
process (63.9% likely to highly likely).
Verified executives will be reluctant to
relocate their business to a location with a
lower ADCI score even if incentives were
offered (31.3% unlikely to highly unlikely).
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2012
Based on the outlook of people who live there
Top 10 States: Living the American Dream
RANK
TOP 10 States For
Achieving The
American Dream
In 2012
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STATE
1
Montana
2
New Mexico
3
Idaho
4
District of Columbia
5
Virginia
6
Delaware
7
Colorado
8
Utah
9
Texas
10
Minnesota
Improve Competitiveness By Increasing
Positive Gaps and Decreasing Negative
Performance Gaps.
ADCI Role in
Economic
Development
Strategic Planning
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STEP
ACTIVITY
1
Define Competition
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Compare ADCI Dimension Scores
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Prioritize Gaps +/- 5 Index Points
4
Action Plan Investments
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Execute
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Measure Δ in ADCI Score
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Improve Competitiveness By Increasing
Positive Gaps and Decreasing Negative
Performance Gaps.
Example
California versus
Texas
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ADCI Gap Analysis Helps
Define “How to Win” Choices
What are our
goals and
aspirations?
Where will
we play?
How will we
win in
chosen
categories?
ADCI Role In
Strategic Planning
What
assets must
be in place
to win?
Determine WHY the Gap
Then Invest To …
Increase Advantages
Neutralize Disadvantages
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What
capabilities
or
programs
are
required?
Where to Play Defines WHO
What are our
goals and
aspirations?
=
WHO
(Target)
Where will
we play?
=
How will we
win in
chosen
categories?
ADCI Implications
For Community
Branding
WHAT
(Brand
Promise)
What
assets must
be in place
to win?
How To Win Defines WHAT
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What
capabilities
or
programs
are
required?
A Look Forward
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•  2013 American Dream State
Ranking Report to be published in
February 2014.
•  2013 versus 2012 Progress will be
published and positioned a a way to
measure elected official’s overall
performance.
•  For perspective, 36 States Have
Gubernatorial Elections in 2014.
•  Continued publication of state
comparison case studies on the
strengtheningbrandamerica.com
website.
•  Working with Xavier University to
add zip code to the questionnaire
so ADCI for Metropolitan Statistical
Areas can be reported.
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It Is Time For You To
Focus On The Right Goal
It’s NOT About Jobs.
It’s About Enabling
Residents To Better
Achieve The
American Dream.
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Suggested Resources
•  www.StrengtheningBrandAmerica.com
–  Case Studies
–  Blog Posts
•  2012 American Dream State Ranking Report
•  www.AmericanDreamCompositeIndex.com
•  eburghard@mac.com
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Q&A
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Delivering The American Dream
ECONOMIC
WELL-BEING
DIVERSITY
SOCIETAL
ENVIRONMENT
Economic
Where
will we
play?
Well-Being
Where
will we
play?
Societal
Where
will we
play?
Diversity
Where
will we
play?
Environment
Where
will we
play?
How
will we
win?
How
will we
win?
How
will we
win?
How
will we
win?
How
will we
win?
Strategic Cascade
Assets
Assets
Systems
Assets
Systems
Assets
Systems
Assets
Systems
Systems
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