Decisions, Choices and Branding

Business like life is made up of decisions and choices. How you make them determines whether you'll be successful or not, as well as the level of your success... or failure.  Decisions and choices that aren't based on any foundational principles or values don't have much chance of getting us or our organizations where we or our organizations want to be.  This is mainly because we probably aren't sure where we want to be or how we'd like to (or should) get there.

So where does branding come into all of this?  Well, I believe at the beginning.  By clearly defining your brand you will also be clarifying your purpose, the fundamental things you believe in and what you and your organization value most.  Once you can stand on this foundation, making decisions becomes simple (I didn't say easy).  You'll be able to see the past, present and future through new eyes... and others (colleagues, employees, clients, vendors, prospects, media, investors, your spouse, etc.) will be able to see you and/or your organization through those same new eyes. You'll know what (and who) fits and what doesn't.  It's like your mother told you, just because you CAN do something doesn't mean you SHOULD.

Define your brand and make better decisions.

Build a Ballpark and Your City Will Grow

I've always been a skeptic of the saying "build it and they will come" from the movie, "Field of Dreams." But it seems I may need to rethink things in light of new research from Wharton real estate professor Albert Saiz and Gerald A. Carlino of the Federal Reserve Bank of Philadelphia.

http://knowledge.wharton.upenn.edu/article.cfm?articleid=2110

They found that "American cities with consumer leisure opportunities that appealed to visitors were also able to attract additional new residents over the course of the 1990s, the decade they examined. On average, cities offering more leisure advantages -- like an attractive waterfront or museums -- gained an additional 2% in population over less attractive counterparts during this 10-year period; some "beautiful cities" like Boston and New York that didn't have the ability to add housing to meet increased demand instead saw a sharp increase in housing prices and rents."

Sounds like Richard Florida, author of the book, "The Rise of the Creative Class" just got some additional validation.

One caveat, though. The last time a civic improvement trend occurred was from the 1890's to the 1920's. The trend ended when it ran into the Great Depression. Will the trend of new ballparks and river walks end with the current recession? Maybe I won't have to rethink things after all.

In the end, cities with strong positive brands are the ones that will be best positioned for growth.

Be strong,

--Charles

Brands on Twitter... ban or embrace?

First, let me say that "I Love Mashable." OK, now that I've gotten that out of the way on with the blog post.

Social media is about conversations. As the title of Robert Scoble's book, "Naked Conversations" implies, transparency is a key to the effectiveness of social media. This article from Mashable makes the argument that people have relationships with people therefore brand only twitter sites are just plain wrong.

http://mashable.com/2008/12/12/twitter-brands/

I agree and disagree. I agree that having a human face to a brand makes a brand more real. However, I also believe you can have a relationship with a brand. See the New Coke story for example. Taste didn't matter, the relationship with what came to be known as classic Coke was so strong that Coke killed the better tasting product. Twitter brand sites need to be careful though. Cold, marketspeak on Twitter is just plain wrong. I don't say ban it, but just know you won't be successful if you don't have real conversations.

Be real,

--Charles

Branding Is About Better Decision Making

From conversations I've had recently, I've come to the conclusion that most people still believe that managing a business is very different than branding and marketing a business.

I disagree vehemently to this way of thinking. Management and Marketing are in a real way the same thing.

To manage a business you have to understand it. You have to organize it and make sure each piece is doing what it needs to do to reach goals that accomplish the company's mission.

On the other hand, to discover a company's brand you have to find the intersection of what prospects, customers, management, employees, alliances, vendors and all the other audiences want from or value in the company.

So if you first take the time to discover your brand, you'll be able to more clearly make decisions regarding how to organize your business correctly, which people to hire, what processes to put in place, which technology to purchase, what vendors to work with, etc., etc... and you'll also be a more efficient and effective marketer because you'll be focused on communicating what you do best that the customer values most.

To build a better business that can meet the current economic challenges start with your brand.

Stay Focused,

--Charles

Crisis + Creativity = Opportunity?

Interesting article from Wharton about folks who are making it happen in spite of everything. Proving that innovation, creativity and common sense can still succeed. Got the itch to start something? There shouldn't be much competition for a while. http://knowledge.wharton.upenn.edu/special_section.cfm?specialID=78

Go for it!

--Charles

The next 5000 days of the Web: One Machine - We are the ONE

A talk by Kevin Kelly, a futurist of the highest degree, recently caught my attention. He talks of what the next 5000 days of the web will bring. My view of the implications, if Mr. Kelly is correct, are both exciting and disturbing. From one perspective, the world and every person in it will be like a part of a huge parallel computer. Progress... positive change would be instantaneous continuously. However, without a clear set of global values, the opposite could also be true. The concept of marketing would truly be holistic. Everyone would be forced to live their brand because there would be no where to hide the "truth" about you, your organization, your product/service. Complete transparency. So what I preach to my clients today about defining their one thing and let everything they do internally and externally flow from that may not be a bad idea.

Take a look, think about it and let me know what you're thinking. You might as well, I'll know everything about you in 5000 days.

http://www.ted.com/index.php/talks/kevin_kelly_on_the_next_5_000_days_of_the_web.html

My head hurts thinking about it. I'm getting some Tylenol.

Stay focused,

--Charles

Marketing - It's Personal

Jim Stengel, formerly head of Marketing at P&G, has started his own firm focused on what I'm calling "purpose-driven" marketing. It's all about the relationship with the customer/client/consumer.Take a look at his speech at the 4A's conference: http://www.brightcove.tv/title.jsp?title=595383937
Here's his blurb launching his new venture:"Jim Stengel, outgoing global marketing chief at Procter & Gamble, is setting up Jim Stengel LLC, which is promoting a new way of selling based on the concept of "purpose." For example, the company's Pampers brand has been focused on the purpose of developing healthy, happy babies, not just keeping bottoms dry, he explained."

Stay on purpose,
--Charles

FAO is no longer the ghost of Christmas Past

Have you heard? FAO Schwarz, the toy store left for dead after filing chapter 11 and closing all of its stores 5 years ago, is back. Why? It's all about the BRAND!

Check out this interview with David Niggli, president and chief merchandising officer to learn how to revive any great brand on life support. Go back to the core of what made your brand great to begin with.

http://hubmagazine.com/html/2008/nov_dec/fao.html

Stay Focused,

--Charles