Don't let the economic downturn fool you: a small investment in brand building strategy now will reap rewards later on. I know budgets are tight, but just paying for someone to make you a pretty logo with no brand strategy behind it will hurt you in the long run. This oldie but goodie article from Business Week reviews why branding matters.
As we emphasize at Red Slice, don't spend one cent on marketing until you determine your brand strategy. Your brand, as the article steps through, is your personality, its the promise you make to the world and its your "lifestyle." I promise you that if you don't think through your brand strategy before developing your logo, website, etc. you will be hurting later on. Brand strategy can be done in a matter of weeks, not months, if you really devote the time to it.
I love this quote by Steve Manning, managing director of Igor, a branding and naming firm based in SF: "If you have not specified your company's brand, don't spend another dime on marketing until you do. While everyone's familiar with megabrands such as Apple (AAPL), Nike (NKE), and Virgin, small companies can also develop potent brands and market them successfully."
Thursday, July 2, 2009
Monday, June 29, 2009
Twitter Kidnappings
The WSJ reported this morning about companies' growing fight to stop Twitter imposters opening accounts in their names. One such imposter is using this ploy to try to get free passes and new business as ransom.
So far, Twitter has responded quickly and efficiently to complaints by shutting down false accounts but insists they can't yet stop people from opening such profiles in the first place. They are planning to put a security check in place for celebs and public figures but the cost to do this for all known companies is a bit prohibitive. Twitter says it also prohibits unauthorized use of trademarks as part of its policy.
When it comes to branding, such a false Twitter account can be deadly. Anyone posing as you, putting messaging out into the ether, could harm your brand. And even if they don't post anything seemingly harmful, you have someone out there in your name not controlled by your message - and leaving your fans following the wrong guy.
But the award for Biggest Cajones in this respect must go to marketing consultant David Goebel of Goebel Group. He created a Twitter profile in the name of amusement-park operator Cedar Fair in Ohio - for Buckeyes out there, they own Cedar Point. Then, he had the chutzpah to offer to relinquish the name account back to them in exchange for season passes to the park, as well as "suggesting" they hire his firm to oversee its Twitter account. Goebel did relinquish the account and was quoted as saying,that they should have given his proposal "some consideration."
Yowsa. That's one business development strategy, I'll give him that. Folks, I don't know about him, but I don't have that kind of time to open up false Twitter accounts and keep them going. And I don't subscribe to the philosophy that a good client relationship starts with extortion.
Talk about tarnishing your brand.
So far, Twitter has responded quickly and efficiently to complaints by shutting down false accounts but insists they can't yet stop people from opening such profiles in the first place. They are planning to put a security check in place for celebs and public figures but the cost to do this for all known companies is a bit prohibitive. Twitter says it also prohibits unauthorized use of trademarks as part of its policy.
When it comes to branding, such a false Twitter account can be deadly. Anyone posing as you, putting messaging out into the ether, could harm your brand. And even if they don't post anything seemingly harmful, you have someone out there in your name not controlled by your message - and leaving your fans following the wrong guy.
But the award for Biggest Cajones in this respect must go to marketing consultant David Goebel of Goebel Group. He created a Twitter profile in the name of amusement-park operator Cedar Fair in Ohio - for Buckeyes out there, they own Cedar Point. Then, he had the chutzpah to offer to relinquish the name account back to them in exchange for season passes to the park, as well as "suggesting" they hire his firm to oversee its Twitter account. Goebel did relinquish the account and was quoted as saying,that they should have given his proposal "some consideration."
Yowsa. That's one business development strategy, I'll give him that. Folks, I don't know about him, but I don't have that kind of time to open up false Twitter accounts and keep them going. And I don't subscribe to the philosophy that a good client relationship starts with extortion.
Talk about tarnishing your brand.
Thursday, June 25, 2009
I (heart) Kay Hirai
Attended a fabulous workshop today hosted by marketing dynamo and friend of Red Slice Whitney Keyes and Kay Hirai, owner of a Mercer Island salon called Studio 904. The salon has such a unique mission and brand and it is all based on community involvement.The workshop was about Kay's experiences with Social Entrepreneurism, the idea that companies can partner with non-profits in order to give back to the community and make money. Kay has built a salon focused on employee education, community involvement and philanthropic spirit - and oh yeah, they just happen to do great hair. Salon 904 wants to make the world a better place; and they accomplish this by doing hair. Kay was inspired to give back even more with the death a few years ago of her beloved Terrier, Yumi. She even has an adorable blog called Hair, Dogs and Cards which brings together her 3 passions (she uses cards as a way to help her philanthropic efforts as well).
What does all this have to do with her business of hair? Well, she stands out in a sea of salons as standing for something greater. Her activism has not only given back to a community that has supported her salon for over 30 years ("The community keeps me in business, shouldn't I be doing something to thank them for that?"), but she creates loyalty and attracts more customers by making her business mean something more than your average "cut and blow." This is a business to which people want to give their money. And then when she wants to have a simple fundraising event at her salon like she did last year for Ginger's Pet Rescue, the community comes out in full force and helps her raise over $10,000 - and she get tons of great PR to boot. That is the power of what one person can do.
I thought long and hard about her mission and the way she said she accomplishes this mission by doing hair. Other businesses could change the world and make it better as well through their own unique gifts and niches. I hope to make the world better for abused or neglected animals through Red Slice. When you start to look at your business in this way - as a means to a great end - the possibilities start to seem endless.
Early in my career, I was a marketing manager for Discovery Networks. My job was to offer marketing budget and support to cable operators so they could help the community, improve their tarnished image and attract loyal customers. I learned from this experience that it doesn't matter why a company might do something good - it only matters that they DO something. In the end, when we helped fund a truckload of food being donated to a local food bank on behalf of a cable operator and gained them loads of good press and goodwill, the point was that we helped give food to the food bank. To me, this was a much better use of marketing funds than more ads or direct mailers. I didn't care how or why the philanthropy happened, so long as I got to make it happen at all. And it made me look at that company in a new light.
Some might not agree with that. But I see no reason why activism and for-profit businesses can't have a win-win. Win for the business sponsoring or coordinating it and a win for the benefiting organization and community at large. I have a few clients devoted to making philanthropy a lynchpin of their brand-building efforts. And in this era of social change and activism, people are much more likely to buy from you than your competitor if they know you stand for something worthwhile and that you "walk the talk" in giving back.
So, how can you use your business as a platform to make the world a better place? Or just impact the life of one person or animal in need within your community? Today's class got me thinking that you don't have to be an expert or a large well-funded foundation. You just have to care. And when you do, and work from your heart, the customers and profits will often follow.
Note: Photo credit to Kay Hirai
Wednesday, June 24, 2009
Personal Branding for Your Career
Branding has a lot to do with career change and job hunting. You need to convey a strong, consistent, authentic brand - and, just like when a company seeks a corporate partnership that firs, you need to find a career that fits your "personal brand" values and attributes.
I am thrilled that CareerApple has invited me to present two online courses entitled Crafting a Killer Elevator Pitch and Networking 101. CareerApple is a website dedicated to help people discover their passion and these courses are an expression of my passion and experience in Marketing and Branding. I invite you to attend my webinars so I can hopefully bring you one step closer to finding your career passion.
Below is info from the CareerApple launch email from its founder, Sunita Sayana:
Do you wish you were doing work that you loved? Are you going through a career transition and want to explore new options but don’t know where to start?
Hi, I’m Sunita Sayana and I am the founder of CareerApple. CareerApple is focused on helping people find passion in their career. Our services can help sharpen your skill set, pave the way for a promotion or provide you with the resources to take your career in an entirely new direction. We can guide you toward your ideal career.
Having gone through this journey myself, I have found that the path to finding the right job can be a long and arduous one. The right job inspires you to get up in the morning. When you are doing what you love, it never feels like work. But take it from my experience and the experience of the hundreds of people whom we have interviewed who have all found their career passion: Finding the right job for you and doing work you love IS possible.
Where do I start? The process of reviewing all your options and discovering your new career path can be overwhelming. Our goal is to bring focus to and simplify the process.
· Step 1: Discover what you want to do. Take CareerApple’s flagship course on career discovery. This is a one-of-a-kind course that uncovers the core of who you are, what you are passionate about, and which career options will best utilize your skills and talents.
· Step 2: Get inspired and informed by people who have done what you want to do! We have met hundreds of people who have found work that absolutely inspires them. Visit CareerApple online to see the profiles of people who have discovered how finding the right job can lead to both fulfillment and success.
· Step 3: Take action on your new goal. Finally, regardless of whether you are interested in expanding your professional options or going down an entirely new career path, CareerApple offers the tools and expertise to help you get there.
o Thinking about a career in Cleantech? Take our Cleantech course to get a complete understanding of the space, the market forces impacting the industry, the technology, the economics, the key stakeholders and opportunities within the space.
o Want to enhance your personal brand? Take our personal branding course along with our course on creating a killer elevator pitch. Meet with one of our career coaches to work out an action plan.
o Learn how to leverage the internet to find your next role by taking our course on using social media to network.
Whether you are exploring career options or ready to make a change, CareerApple is committed to helping you find a job you can be passionate about. Now, we need to hear from you! Go to Careerapple.com – tell us what you think of our site and what resources you would like to see in the future.
I am thrilled that CareerApple has invited me to present two online courses entitled Crafting a Killer Elevator Pitch and Networking 101. CareerApple is a website dedicated to help people discover their passion and these courses are an expression of my passion and experience in Marketing and Branding. I invite you to attend my webinars so I can hopefully bring you one step closer to finding your career passion.
Below is info from the CareerApple launch email from its founder, Sunita Sayana:
Do you wish you were doing work that you loved? Are you going through a career transition and want to explore new options but don’t know where to start?
Hi, I’m Sunita Sayana and I am the founder of CareerApple. CareerApple is focused on helping people find passion in their career. Our services can help sharpen your skill set, pave the way for a promotion or provide you with the resources to take your career in an entirely new direction. We can guide you toward your ideal career.
Having gone through this journey myself, I have found that the path to finding the right job can be a long and arduous one. The right job inspires you to get up in the morning. When you are doing what you love, it never feels like work. But take it from my experience and the experience of the hundreds of people whom we have interviewed who have all found their career passion: Finding the right job for you and doing work you love IS possible.
Where do I start? The process of reviewing all your options and discovering your new career path can be overwhelming. Our goal is to bring focus to and simplify the process.
· Step 1: Discover what you want to do. Take CareerApple’s flagship course on career discovery. This is a one-of-a-kind course that uncovers the core of who you are, what you are passionate about, and which career options will best utilize your skills and talents.
· Step 2: Get inspired and informed by people who have done what you want to do! We have met hundreds of people who have found work that absolutely inspires them. Visit CareerApple online to see the profiles of people who have discovered how finding the right job can lead to both fulfillment and success.
· Step 3: Take action on your new goal. Finally, regardless of whether you are interested in expanding your professional options or going down an entirely new career path, CareerApple offers the tools and expertise to help you get there.
o Thinking about a career in Cleantech? Take our Cleantech course to get a complete understanding of the space, the market forces impacting the industry, the technology, the economics, the key stakeholders and opportunities within the space.
o Want to enhance your personal brand? Take our personal branding course along with our course on creating a killer elevator pitch. Meet with one of our career coaches to work out an action plan.
o Learn how to leverage the internet to find your next role by taking our course on using social media to network.
Whether you are exploring career options or ready to make a change, CareerApple is committed to helping you find a job you can be passionate about. Now, we need to hear from you! Go to Careerapple.com – tell us what you think of our site and what resources you would like to see in the future.
Tuesday, June 23, 2009
Parody Equals Free Press for UPS
You knwo those amusing little UPS commercials with the whiteboard? Not sure how many of you know that the actor is actually the ad agency creative director, Andy Azula from The Martin Agency. According to the WSJ, he stumbled into this role since his stand-in readings tested the best with focus groups and UPS execs. (While I still stand behind not testing actual creative in a manufactured, unrealistic environment like a focus group, sometimes they can be right - just like 50% of the time you can be right about a coin toss.)
Now FedEx has launched a parody of these successful ads on their special website devoted to opposition of a proposed new Federal law that may benefit UPS unfairly. There is also something there about UPS asking for a bailout but I'm not really clear on what the issue is.
Anyway, back to the marketing. The parody is done quite well and it garnered UPS some nice press in the WSJ this morning. Although Azula says the clone's hair seems a tad more greasy than his. Meow.
I love the UPS ads for their simplicity and clarity of message. Each individual ad (Azula estimates that 48 different 15- and 30-second spots have been produced, but may not all have aired) highlights a different benefit, rather than lumping them all into one and confusing the heck out of the audience. They seem down to earth, pragmatic, smart and in an odd way, comforting.
A sales rep I worked with at a cash-strapped start-up once remarked, "Why can't we do ads like that? How much could they cost anyway? I mean, it's one guy, a whiteboard and a camera, right?" I didn't even know where to begin to explain to him production costs, unions, production quality, editing, Union pay, permits, lighting, equipment, titles, pre and post production.....yada, yada. I mean, this isn't YouTube. Not to mention national TV media placement costs in the millions of dollars. Some people seem to not realize that you pay to produce an ad AND you pay for the airtime as well.
But in that remark, I saw that UPS achieved their brand goal of making their brand seem simple, straightforward and cost-effective. So maybe that's a good thing.
Now FedEx has launched a parody of these successful ads on their special website devoted to opposition of a proposed new Federal law that may benefit UPS unfairly. There is also something there about UPS asking for a bailout but I'm not really clear on what the issue is.
Anyway, back to the marketing. The parody is done quite well and it garnered UPS some nice press in the WSJ this morning. Although Azula says the clone's hair seems a tad more greasy than his. Meow.
I love the UPS ads for their simplicity and clarity of message. Each individual ad (Azula estimates that 48 different 15- and 30-second spots have been produced, but may not all have aired) highlights a different benefit, rather than lumping them all into one and confusing the heck out of the audience. They seem down to earth, pragmatic, smart and in an odd way, comforting.
A sales rep I worked with at a cash-strapped start-up once remarked, "Why can't we do ads like that? How much could they cost anyway? I mean, it's one guy, a whiteboard and a camera, right?" I didn't even know where to begin to explain to him production costs, unions, production quality, editing, Union pay, permits, lighting, equipment, titles, pre and post production.....yada, yada. I mean, this isn't YouTube. Not to mention national TV media placement costs in the millions of dollars. Some people seem to not realize that you pay to produce an ad AND you pay for the airtime as well.
But in that remark, I saw that UPS achieved their brand goal of making their brand seem simple, straightforward and cost-effective. So maybe that's a good thing.
Friday, June 12, 2009
What's Your Brand Story?
According the the WSJ, advertisers in China are becoming entertainment producers. Seems they are building series and films around their products - I guess if you have to pay someone for product placement, it may as well be yourself.
Pernot Richard SA is promoting its Martell Noblige cognac through a web film called "Style, Experience." In the 8-18 minute film, a James Bond-esque bachelor, played by a popular talk-show host, shows viewers a day in his life of executive meetings and techno-gadgets. The film's lengths depends on choices the viewers make. Viewers get to interact and make decisions for our heero, that wil either leave him with the girl and the corner office - or alone and unemployed..
The product placement is very subtle, with just background shots of the cognac in glasses or bottle, so the film is much more focused on entertainment and on building a community. They are banking on the "halo effect" of associating the brand with this high-flying young, handsome bachelor.
China is a more receptive market for this type of "brand-ertainment" since the audience has less options for entertainment in general. As long as they are entertained, they don't mind it so much. Other companies have done similar concepts in the market, with an "Ugly Betty" clone and a copycat of an Portuguese Web series. Brands to have tried this include Dove, Sony, and Clinique.
While the levels of engagement and length of visits to their website have been great signs, the Martell folks still need to see if the gamble pays off in people pulling out their wallets and buying - the ultimate test of any ad-related venture, no matter how hip or cool it may be.
What do you think? Is product placement okay but has manufactured content crossed the line? If it's good entertainment and content, does it matter? Or do you prefer keeping content and ads in separate silos?
Pernot Richard SA is promoting its Martell Noblige cognac through a web film called "Style, Experience." In the 8-18 minute film, a James Bond-esque bachelor, played by a popular talk-show host, shows viewers a day in his life of executive meetings and techno-gadgets. The film's lengths depends on choices the viewers make. Viewers get to interact and make decisions for our heero, that wil either leave him with the girl and the corner office - or alone and unemployed..
The product placement is very subtle, with just background shots of the cognac in glasses or bottle, so the film is much more focused on entertainment and on building a community. They are banking on the "halo effect" of associating the brand with this high-flying young, handsome bachelor.
China is a more receptive market for this type of "brand-ertainment" since the audience has less options for entertainment in general. As long as they are entertained, they don't mind it so much. Other companies have done similar concepts in the market, with an "Ugly Betty" clone and a copycat of an Portuguese Web series. Brands to have tried this include Dove, Sony, and Clinique.
While the levels of engagement and length of visits to their website have been great signs, the Martell folks still need to see if the gamble pays off in people pulling out their wallets and buying - the ultimate test of any ad-related venture, no matter how hip or cool it may be.
What do you think? Is product placement okay but has manufactured content crossed the line? If it's good entertainment and content, does it matter? Or do you prefer keeping content and ads in separate silos?
Monday, June 8, 2009
Bada Bing
Microsoft launched it's new "decision engine" Bing last week to much hoopla and fanfare. And I have got to say - aside from the fact that MSFT pays my husband's salary and our ridiculous health care bills from last year - I am grooving on this. Finally, FINALLY, I feel MSFT has tried to launch a brand in the right way. I've used it and I have to admit, I kind of like it - maybe it's the underdog quality of the whole thing (yes, MSFT is an underdog when it comes to Google). But I am rooting for them, if anything to show them a good lesson in what can happen when they launch something correctly and brand it appropriately.1) The name is fun. Live Search was ridiculous and I would beat whoever came up with that. I was always getting confused between the search engine, the IM functionality (technically "live")and their small business offering.(Office Live). Talk about naming gridlock. I like that Ballmer stated that the name was like the sound you hear when you find something. BING!
2) The interface is nice. I love the amazing location-based photos they are using in the imagery. It'd different, slick and fresh.
3) The ads ROCK. Finally, FINALLY, decent Microsoft branding ads - other than the Mojave work, done by my brilliant friends at Bradley Montgomery Advertising and the recent I'm a PC ads, attacking the hilarious Apple campaign, the Bing ads are fun, fresh and on message. I love the one with the people rambling unintelligibly as confused onlookers try to make sense of their gibberish - a great manisfestation of the sometimes frustrating world of online search. I have never been a fan of MSFT's schizophrenic brand strategy - different ad agencies, messages, look and feel, etc. - but this is a great look for them. Finally they have gotten marketing that lives up to the technology.
I am a huge Google fan and use it for many things - Blogger, Analytics, Search. But I am willing to give Bing a try and I hope others will, too. I think Google needs some competition to keep them on their toes and innovating. BING!
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