Tag Archives for " Marketing "

Sailing into a big, blue ocean of opportunity.

Kevin Plank, CEO of Under Armour, likes to tell the story of his origin as an entrepreneur. And it always revolves around focus…

“For the first five years we only had one product. Stretchy tee shirts,” Plank said. “Great entrepreneurs take one product and become great at one thing. I would say, the number one key to Under Armour’s success – to any company’s success – plain and simple, is focus.”

v5-1201166-400_htfUnder Armour’s focus on stretchy tees for football players enabled Plank to create a whole new pie in the sporting goods industry. He wasn’t fighting with Nike for market share, he was competing on a playing field that no one was on. It was a classic “blue ocean” strategy… instead of competing in the bloody waters of an existing market with well-established competitors, he sailed off on his own. And he kept his ship on course until the company was firmly established. Only then did they begin to expand their product offerings.

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Information is killing your advertising.

Contrary to popular belief, information is is the enemy of persuasion. Not the friend.

Most people think they can convince, sell or persuade by piling on facts and stats. Well, it might make you feel smart, but it’s not going to produce results. In fact, the more info you stuff into an ad, the less you’ll get out of it.

Information is what web sites are for. You can cover all the nitty gritty details in the content of your site. That’s where you go deep. Don’t try doing that in your advertising.

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1 Is the term “inspiring bank” an oxymoron?

It’s interesting, where people find inspiration. For some business owners, it’s the pages of Forbes or biographies of big-name entrepreneurs. For Monet, it was the garden. For me it’s the bookstore, the ski slopes, or the trails.

old-bankThe bank is definitely not on my list.

Banks are not known for their inspiring environments or groundbreaking business practices. In fact, the entire banking industry has a huge cloud hanging over its head, every since the mortgage banking debacle of 2009.

The most exciting thing to ever happen at my bank was the emancipation of the counter pens… They were released from their chains and replaced with crappy logo pens that are now free to take home with just a purchase of a $10,000 15-year Certificate of Deposit.

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1 Five things every marketer should be thankful for.

Once a year we all sit down at the dinner table and express our gratitude and appreciation… for the food, the friends, the family, the abundance. You might want to do the same thing at work once in a while.

As business people, it’s easy to forget the stuff we should be thankful for in the workaday world. We get so wrapped up delivering the next deliverable, doing the next deal, and appeasing people who may be unappeasable, we just forget to be appreciative. Or worse yet, we don’t see the good stuff at all.

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4 How to hire the right marketing person, the first time.

I don’t work with Fortune 500 companies. My clients rely on small, efficient teams of people for all their marketing needs. If that’s your situation, or if you have a fledgling start-up, you better think carefully about the type of marketing person you hire to spearhead the effort.

The most common mistake is hiring a specialist… someone who’s deep into SEO, or social media, or web programming, or brand journalism, or graphic design. Whatever. Those “doers” are all important players in your marketing mix, but what you need is a thinker/doer. An idea guy who can wear many different hats.

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2 Paralysis by analysis – How fear and data can kill great marketing.

In golf, over analysis never produces good results. If you’re thinking too much — plotting the shot, rethinking the shot, regripping the club and worrying about the position of the left pinky at the moment of impact — you’re going to fail.

Businessman ThinkingSame thing happens in many marketing departments and small businesses. People get stuck in a rut of overanalysis. They think things to death and worry about all the wrong details. When they finally pull the trigger on something, it flops. Which, of course, makes it even harder to pull the trigger the next time.

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2 Non-profit branding… a story of start-up success and failure.

In 2009 I called it “A feel-good brand in a bummed out world.” It was the type of organization that genuinely touched people, and put smiles on faces. For me, a few minutes at Working Wonders Children’s Museum was a sure cure for a crummy day.

WWLogo - smallOur story of success, and failure, is valuable for anyone who’s starting a new business or running a non-profit organization.

When we started Working Wonders we did a lot things right. It was “by the book” all the way. First, we thoroughly researched the market and determined that there was a gaping need. Then we wrote a mission-focused brand strategy, and built a business plan around that. We came up with a great name, designed a nice logo and put an operational plan in place based on our cohesive brand platform.

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5 Strategic Thinking vs. Tactical Acting

The single most popular article I’ve ever written focuses on the difference between marketing strategy and marketing tactics.

Seems there’s a bit of confusion there. For example, I saw a blog recently titled “Top 10 Social Media Strategies.” But the list was purely tactical. Not a strategy to be seen.

So if you’re one of thousands who is still a bit unclear, you can read the original article. Or here’s another way to look at it…

At BNBranding we talk about Insight vs. Execution. Insight being the crucial strategic thinking that has to happen before you execute the tactical plan. Think, then act.

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6 Why most marketing videos miss the mark.

These days, you can watch videos on any subject under the sun. Seriously. Just go to YouTube and search for “underwater basket weaving.”

I saw a guy playing ping pong the other day with a Go Pro mounted on his head. Stand in a lift line at your local ski area and you’ll notice that every other helmet is mounted with a camera.

The marketing brains at GoPro nailed it with their “be a hero” campaign.

Small HD cameras and simple video editing software have made video production as easy as doing a powerpoint presentation. So a lot of small business owners and marketing coordinators are jumping on the bandwagon. Many seem to think video is the be-all, end-all of their marketing “strategy” or branding. Just get some videos up on YouTube, and everything else will fall into place.

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6 Small brands, big attitudes. How to create an XXL brand personality

What does it take to turn a typical small business into a powerful brand? Why do some businesses — with relatively mundane products and services — take off, while others stagnate?

Often it comes down to personality. Or lack thereof.