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 1108: Brand Assets

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“Let the heavens be glad, and the earth rejoice! Let the sea and everything in it shout his praise!”

I was very close to purchasing a company this past week and as I was doing the due diligence I realized that so much has changed when we stop and think about what are the brand assets that a company has today versus not that long ago.  With today’s social media platforms you have to run through all of the places where the brand might appear and be sure that they are being utilized correctly by the company. And it’s beyond the obvious of a trademark or a domain name and the associated URLs.  Today we have to think about Twitter handles, Facebook Fan Pages, Pinterest Boards, LinkedIn, Google+,Glassdoor employer profiles, and on and on.  Who would have contemplated 15 years ago that the company’s blog might be one of the most valuable PR assets of the business.  For one of my companies, that is more than true.  Today, PR drives more organic traffic to the site than does SEM/SEO.  So, it’s probably a good time to do an inventory and check of all of the brand assets that are out there to make sure they are up to date, consistent and sending an aligned message.

You probably know where I am going with this post.  Yes, we are indeed God’s walking, talking, testifying brand assets. God works through people and we are His, so we have to be the living brand that He needs us to be today.  If we think of ourselves this way then we will want to be sure that all of us is totally aligned and consistent with bringing glory to Him in all that we do. Just one small area in our life that we lose control of, can be worse than someone hacking into the company’s Twitter feed.  God gives us much to work with.  Let’s be sure that we are living up to the requirements that come with what has been given.  We can be sure that our brand is shouting out God’s praise today! Let’s do be sure.

Reference: Psalm 96:11 (New Living Translation)