Author Archives: Rusty Rueff

About Rusty Rueff

Rusty Rueff, author of purposed worKING. Rusty Rueff is the former Chairman Emeritus of The GRAMMY Foundation in Los Angeles. He most recently completed the successful 16 month leadership role as Coordinating National Co-Chair for Technology for Obama (T4O) for the reelection of President Obama and ten-years of Board service and President of the Board of Trustees of the American Conservatory Theater in San Francisco. Corporately, most recently Rueff was the Chief Executive Officer at SNOCAP, Inc. until the acquisition of the company by imeem, Inc. in April 2008. Before joining SNOCAP in 2005, he was Executive Vice President of Human Resources at Electronic Arts (EA) from 1998 until 2005. He was also with the PepsiCo companies for more than ten years, with the Pratt & Whitney division of United Technologies for two years, and in commercial radio as an on-air personality for six years. Rusty holds an M.S. in counseling and a B.A. in radio and television from Purdue University. In 2003 he was named a distinguished Purdue alumnus, and he and his wife, Patti, are the named benefactors of Purdue’s Patti and Rusty Rueff School of Visual and Performing Arts. He is a corporate director of Glassdoor.com and runcoach. He is the co-founder and Executive Committee Member of T4A.org, serves on the Founding Circle of The Centrist Project and a founding Board Member of The GRAMMY Music Education Coalition. He is also the co-author of the book Talent Force: A New Manifesto for the Human Side of Business. Rusty and his wife, Patti, reside in Hillsborough, CA and Charlestown, R.I.

day 2129: A Brand New Brand

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“You are the light of the world—like a city on a hilltop that cannot be hidden.”

Yesterday in the New York Times a company called, IPG Mediabrands took out two full-page advertisements to introduce a new brand measuring system that is based on a brand’s Dynamism.  Dynamism is assessed by measuring the brand characteristics of Agility, Responsiveness, Innovation and Sociability together being what power the dynamism of a brand. They go to define Agility as: the ability to adapt to changing market conditions.  Responsiveness: how quickly a brand responds to customer feedback.  Innovation: how effectively the brand embraces new technology and develops new products and services.  Sociability: how deeply and meaningfully the brand engages with its customers and internal stakeholders (employees and community).  I don’t know if this will catch on or not, but when I look at their Top 100 brand rankings through these filters, I can recognize these attributes from what I know of the brands themselves.  That says something.  Here are their Top 100:

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Can you see your brand through the four characteristics?  What does it say that you might need to be doing differently, or do more?

I’m more and more convinced that we also have to look at ourselves as brands that others come into contact with and interact, always evaluating and trying to understand better.  And as ones who want to spread the glory of God into our work and lives, then we can check ourselves daily to be sure that we are also living up to His brand calling.  I like the four IPG brand characteristics to be sure that I am staying agile, responsive, relevant (innovative) and sociable for those who need me and who are trying to understand how one can live for Christ within the world we are given.

Reference: Matthew 5:14 (New Living Translation)