Category Archives for "Management"

7 The corporate head shot vs. good personal branding.

Recently we had a client who didn’t like the photos we had taken for her website. Said they didn’t look “professional enough.”

In other words, she didn’t like that we did something different than the usual, corporate head shot.

The problem is, in this case, “professional” translates to invisible. Everyone has a boring “professional” portrait with no personality. Doing the same thing is the worst thing for your personal branding efforts.

15 Successful brands are built on beliefs. Not products.

Most people never think about the important underpinings of their brand. They just want to deliver a good product. Build the business. Make some sales. And earn a good living.

That’s understandable. But the most successful small businesses — and all the beloved, billion-dollar brands — are built on a solid foundation of shared values and beliefs. And those values go way beyond product attributes.

3 Three logical reasons why brands need more emotional thinking.

In the battle between right-brained marketing people, and left-brained finance people, the left brainers usually win.

They have data, spreadsheets, and the graphs to support their decisions. We have gut instinct, intuition, and experience.

But we also have some good, empirical evidence that suggests the analytical approach really isn’t the way to go when it comes to many business decisions. Especially when it comes to branding.

4 Class A Offices. Class C Websites.

Moved into a swanky new office building last week. (Great views of Mt. Bachelor, Broken Top, Three Sisters and the Phoenix Inn parking lot.)

The Alexander Drake Building, Downtown Bend, OR As I was unpacking boxes, lifting heavy furniture and contemplating the feng shui, it occurred to me that professional service firms spend a lot of time and money on their office space. And rightly so.

7 Verbal Branding & Brewpub Beer Snobs.

I had an experience in a brewpub recently that was inspiring and insulting at the same time. It proved the point that what you say, and how your front-line employees speak, can have a major impact on your branding efforts. It only takes one bad experience…

craft beer brands and branding tipsKeep in mind, this Oregon, where there are more brewpubs per capita than anywhere on earth. So craft brewing brands are plentiful and the competition is stiff. If you don’t like the food or the service or the beer in one brewpub, just walk around block and try another one.

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2 Disruption as a branding discipline.

The word for the day is Disruption, with a capital D.

In our society there’s a stigma against all things deemed disruptive. When you’re in elementary school you learn to not be disruptive in class. Sit still in church and don’t disrupt the service. By the 6th grade it’s “don’t cause a scene or call attention to yourself. Don’t be different. Be the same.”

Write like everyone else. Dress like everyone else. Behave like everyone else and you’ll get along just fine.

That’s the message we got, and it’s the message our kids are getting. Loud and clear.

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8 The difference between a new product launch and the birth of a brand.

The Mt. Bachelor ski report for December 20th was delightfully promising: Ten inches of new snow, 18 degrees, calm winds. Not only that, the storm was clearing. Blue skies beckoned.

It was the kind of day ski bums live for. The kind where they’re queued up before the first lift and you hear a lot of hollering from the forest, the glades and the cone, where the hard-core hike for fresh tracks.

But for intermediate skiers accustomed to the forgiving comfort of corduroy, it posed a bit of a problem. See, all 10 inches fell in the early morning hours — after the grooming machines had manicured the mountain.

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1 Better survey questions — Avoiding the common pitfalls of market research.

I’m a big proponent of market research.

I’ve seen, first hand, how it can be integrated seamlessly into the operations of a rapidly-growing start-up. (They tracked customer satisfaction every week, in every new store, and grew into a billion-dollar brand.)

I’ve seen how research insight leads some brands in profitable new directions, and others back to their roots. And I know that some of the greatest ad campaigns of all time were built on tidbits of information from surveys and focus groups. Can you say, “Got Milk?”

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3 Five things Iconic brands have in common.

Simon Edwards, Brand Manager at 3M, recently started a lively online discussion around this question: “What are the common attributes of iconic brands?

He opened it up on Brand 3.0 — a Linkedin Group that includes 4,363 branding consultants, practitioners, creative directors, gurus and wannabes. It was an intelligent, worthwhile discussion that hit all the hot buttons of the branding world.

But we were preaching to the choir.

So in an effort to reach a few business people who aren’t completely “inside the bottle,” I’d like to cover the high points of the discussion and add a few examples…

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106 Marketing Strategy vs. Tactics

I’m appalled. A successful marketing guy asked me a question recently — a real no-brainer — which led me to believe he didn’t know the difference between strategy and tactics.

How can that be? He’s held several high-paying marketing positions. He’s college educated in Marketing 101. He’s gotta know this stuff.

So I started doing some research online and I’ve found the problem: The internet!

There’s more misinformation than information out there. More nonsense than common sense. Even some of the biggest gurus in the industry have posted conflicting information on this subject.scratching-head

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