Trustee Teaching

Some 75 Ottawa University students heard timely advice from OU Board of Trustee member Jack Cassidy on Thursday, October 22. Cassidy, who has been involved with marketing and PR for such high-profile clients as Ralph Lauren and the British Royal Family, shared insights in product branding during a presentation entitled “Branding – You!” Specifically, he spoke of the importance of each student branding him or her as they enter the workforce. Many times, he says that begins with the basics, such as dressing properly for job interviews and social functions.

“In the first quarter of a second, people are already making judgments about you,” said Cassidy. “After four seconds, many have changed their minds 11 times. The way you dress is a statement about your performance.”

To get the students to think about successful branding, he asked them to give the names of some well-known brands. Nike, Coke and Apple were just some of the names presented. He then asked the students to consider why these brands were so successful. In addition to being brands that are easily recognized, Cassidy pointed out that these brands are also successful because they keep their promises. The same should also be true for a person entering the workforce. “Brands are promises and each person should think about the promises they make.” He said that the ultimate goal for a person who properly brands themselves and keeps their promises is brand loyalty, and in the case of employment, the payoff could include higher wages, increased opportunities and long-term employment.

A three-term member of the OU Board of Trustees, Cassidy is currently working on promotion of the 85^th anniversary of the USS Sequoia, the presidential yacht.