Tag Archives for " Nike "

1 The Inside-Out Approach To Building A Brand.

I’m always amazed by business owners and CEOs who spend considerable time and money on branding initiatives, only to neglect the most important component of their brand: Their people.

If you want to build a great brand, you better start on the inside and work your way out. Seriously. If you can’t convince your employees to be your greatest brand ambassadors, who can you convince?

If they aren’t drinking the Kool-aid, who will?

It’s interesting, during a brand audit, to compare the company’s external market research data with prevailing internal attitudes. I’ve seen companies that accurately claim to have a 98 percent approval rating. “Customers love us,” they say. But when we talk to employees, suppliers, past employees, and friends and family, a completely different tune emerges.

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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 Just the facts on how to do more effective advertising.

When I was growing up I used to watch re-runs of an old cop show called Dragnet. The theme song alone left an indelible impression on me.

Narration from the main character begins every show: “This is the city; Los Angeles California. It’s 7:18 a.m. I’m sergeant Joe Friday. This is my partner, Gannon.”

Dragnet approach to bad advertising

Jack Webb as Sgt. Joe Friday in Dragnet

Joe Friday means business. He works his case methodically, interrogating everyone. He’s buttoned up so tight he can hardly part his lips to deliver his famous lectures. His favorite line: “Give us the facts, Ma’am. Just the facts.”

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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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8 Living The Brand, Scott Bedbury Style.

I met Scott Bedbury the other day. In branding circles, he’s kind of famous… Worked at Nike during the “Just Do It” years. Helped Howard Shultz build the Starbucks brand. And now he consults with a few lucky businesses and does speaking engagements all over the world. Even Kazakstan. Nice!

Bedbury’s a very genuine guy. I’m glad, because that’s part of his branding mantra; the importance of being genuine.

These days, companies can’t get away with being disingenuous. Some blogger, somewhere, will call you on it faster than you can say, “Where the hell’s our PR firm?” As Bedbury said, “the days of the corporate comb-over are gone.”

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