Passion

Want to be princess for a day?

February 12, 2007

Talk about brilliant branding…and they get us to do all the work!

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A must read book on branding

February 11, 2007

This is a book that’s been out for a few years, but I think its still been "under-read" by people who need the information inside.

I believe 100% in the power of branding.  It is without a doubt, the most important and misunderstood aspect of marketing in today’s ecomony.  Joe Calloway’s book Becoming a Category of One is the branding book I wish I had written.  It’s that good and that on target.

Calloway is a gifted storyteller who helps the reader "get it" and understand how critical it is for them to brand their organization.  Every business owner/leader should be required to read this book.  It’s an enjoyable, quick read…but even if it wasn’t I’d make you read it.

I believe that branding is the only significant way we can differentiate ourselves from everyone else out there who sells the same things we sell.  Most businesses have no idea how to articulate their brand — if they even know what it is or how to uncover it.  I’ll tell you this much — it is not your logo or your sales theme of the month.

Check out Joe’s book and be prepared to be inspired to find and celebrate your company’s true brand.

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Ask yourself this

February 9, 2007

Raj Setty of Life Beyond Code has created an amazing series. Raj has coined the word "quought" which is a question that provokes thought.  Raj describes his series:

So as we approach the new year, I thought posting a series of questions that people should consider asking themselves in 2007 to get more out of their life or business or both. Since there is only so much that I can do alone, I reached out to several influencers and thought leaders to get those questions. Here was the question I asked these thoughtful, kind and smart people:

    

So, what is the one important question a person should ask himself or herself in 2007?

I’m very proud to have been asked.  My question appeared yesterday and here’s what I asked:

Check out the whole series on Raj’s site.  You will find yourself completely engaged.

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Join me by the fire

February 5, 2007

Have you ever shared a campfire with a friend? 

The warmth and the crackling colors mesmerize you as the fragrance of the burning wood mixes with the crispness of the night.  You’re aware of the world that cocoons you but it simply serves as the backdrop to the moment.

You sit close together, your voices almost hallowed in their hush.  You listen intently, knowing each has something important to be said. 

You aren’t in a rush, trying to force your point or plan your response before the other finishes talking.  You are savoring the conversation and are content to let it pace itself.

You are reluctant to let it end.  You feel connected.  You know you matter.

That is what good marketing looks and feels  like.  No hype.  No interference.  Just authenticity and intimacy.

Flickr photo by Mr. Sugden

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Grace

February 4, 2007

Grace is something I think about a lot. My definition?  Simply offering support, forgiveness, comfort etc. to people in my world, whether they’ve earned it or not.

It’s much more than turning the other cheek.  It’s about assuming the best of everyone.  It’s being empathetic of where someone’s coming from.  Meeting them where they’re at.  Knowing full well they are going to screw up or disappoint – but staying true to the vision and my own values.  It’s about choosing to give them the benefit of the doubt and be gentle.

It is acknowledging that they are human, in the humblest form.

I try to apply this idea to all aspects of my life (and hope to God people offer me the same grace) but I think it is very pertinent to working with clients/customers.

Our clients/customers count on us to be their guide.  They’re an expert in their field and they look to us to be their expert in ours.  If you were walking side by side with a trusted friend and they stumble, wouldn’t you first reach out to help them up and then, again with them by your side, explore what tripped them up?

Do clients always behave like we’d want them to?  Do they always make the best decisions or react with the speed, amplitude or enthusiasm that we’d prescribe?  Do they drop the ball?  Or hand it off to the wrong person/team? Or forget about conversations about potential consequences and decisions made until there’s a problem?

You know the answers to all of those questions. 

But I think it is the questions behind the question that matters.  What was their intent? What is their heart? 

Then grace comes easily.  The day it doesn’t is the day I need to change jobs.

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Should your brand be a chameleon?

January 30, 2007

I think one of the saddest elements of blogging is that so many conversations get lost in the comments section.  I thought this exchange was worthy of dragging back into the light.

Recently, Adam Steen from Growth Capitalism asked this question:

To that question, I answered…

The answer is yes.  And no.

A brand is not like a jacket…you change weights and styles based on the season. A brand is your heart and soul. It’s why you as a company exist. It’s what makes you unique in the marketplace. It is the core value/s that you are never willing to compromise.

So that is universal and should be the same for everyone. No matter who they are or how they might interact with your organization.

So yes…if you are not staying true to that, you are hurting your brand.

However…how various types of companies interact with your organization is different. 

Your view of your brand should never change.  You see clearly what your organizational heart and soul is all about.

But…when you look at the company through other companies’ lens — they see you through their own filters. In other words — they see you in terms of how you relate to them.

So the financial types "get you" in terms of their world. The business owners "get you" but in a completely different way than the financial folks do.

So really what you are probably saying is: Here is who we are. This is what you can always count on with us. (that’s the evergreen part) Now, because you are a (fill in the blank) we’d be able to help you…(that’s the customized part, based on the audience.)

Flickr photo courtesy of Agamid.

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Are you sure you know what you’re communicating?

January 27, 2007

Denver.  United Airlines.  Snow.  Wind.  5 hours of delays.

Finally get loaded on the plane.  Just about fall asleep.  The flight attendant comes on the PA to tell us that because of all the delays, our pilots are now declared illegal.  The flight (it’s now 11:30 pm) is canceled.

Oh yeah — we can’t retrieve our luggage.

Did I mention I have my 13-year old daughter with me?  Fun.

We scramble down to the hotel display and start dialing.  We’re tired. We’re frustrated.  We’re going to miss meetings, school and who knows what else.  Oh yeah, and we have no clean clothes. 

Cue Norma.  She answered the Embassy Suites phone and reassures me, "don’t worry, we’ve got a room and we’ll get you all set up."  20 minutes later, the van shows up.  Norma.  She had bottles of water for us and an offer to drive through a fast food joint if we’re hungry.

God bless Norma.  She dug up toothbrushes, deodorant and practically tucked us in.  She turned an incredibly frustrating experience into an actually pleasant one.  Simply by caring.

Which is why, at 2 am, I found myself on the Embassy Suites website, trying to figure out how to let the powers that be know what a gem they had in Norma.  I found the "recent stay comments" section.

When I clicked on the drop down menu, this is what I saw.

You know what that says loud and clear to me?  We expect our employees to trigger complaints.  If I worked there,  I wouldn’t hold out much hope to hear good things about my performance.  I had to scroll down several more options before I could find a complimentary category to attach my comments to.

Yes, I am sure that many more people take the time to complain than they do to compliment.  But, what impact would it have if the drop down menu started with all the compliments and I had to scroll through them to get to the complaints?

It’s how we handle the details, the little things, the "that doesn’t really matter" elements that speaks loud and clear to our customers, prospects and employees.

How are you doing on that?

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Hey there…it’s a Marketeer!

January 25, 2007

A couple days ago, I unveiled the coveted Marketeer ears and described what it takes to belong to this club.

I’d like to introduce you to the first Marketeer and let her work illustrate the traits that elevate someone to this status.

Here are some of the Marketeers themes and how our first Marketeer, CK, fills the bill.

Fun with Senses.  CK asked a smart question “why do you blog” but then took the answers and created a visual that said as much as the words it contained.

Guest Star. Wise enough to understand that the audience is the star, CK talks straight about blog rankings, numbers and what really matters to the audience.

Anything Can Happen.  Over at her Marketing Prof’s Daily Fix gig, CK posts about the concepts of beauty, social responsibility, and the frailty of some human truths.  Another example of CK’s Anything Can Happen attitude is her creation of the Marketing Profs Book Club.  Within days of her announcing the club and its first book, over 500 people had opted in. 

Surprise!  In a culture that turns celebrities into icons, CK takes a surprising and interesting take.

Talent Round Up.  CK is all about celebrating others’ talents and smarts.  I got the benefit of her spotlight yesterday but so have many others — she has a whole category on her blog about other bloggers.

Without a doubt…ears on or off – CK is one worthy Marketeer!  Hey there, hi there, ho there CK!  Why?  Because we love you!

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Marketing Lessons from Walt…the PDF

January 24, 2007

It started innocently enough. 

• We were on vacation at Disney World. 

• I write a marketing blog. 

• I am fascinated by Walt Disney’s imagination and genuis.

Add those factors together and voila — blog posts about the marketing wisdom of Walt.  It evolved into an 8-part series that was a blast to think about and write.

Then the marketing whirlwind that is CK posted a very kind review of the series and said "Drew, here’s an epiphany if you’ve not yet thought of it: repackage this content into a PDF for your clients and prospects (and we bloggers) and send them a special-delivery holiday package from Mickey!"

She then went on to suggest a slight variation to the infamous ears to better reflect the content.

Who could resist?  So slightly after the holidays, here’s the Marketing Lessons from Walt PDF.   I hope you will not only enjoy it, but nod your head once or twice and maybe even make an inspired shift in how you’re  marketing.

Download marketingwalt.pdf

Update:  CK honors her promise and dons a snappy set of ears and pig tails to promote the PDF.

And Gavin Heaton adds his take on opening your ears and really listening at Marketing Profs Daily Fix.

Thanks to you both for using your voice to share the PDF!

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Hey there, hi there, ho there…Marketeers Club!

January 23, 2007

The Mouseketeers reined supreme in the late 50’s as the ambassadors of the Mickey Mouse Club.  They sang, they danced and they were the symbols of all that was wholesome and good.

They hosted the Mickey Mouse Club and if you remember, each day had a special theme.

Mondays:  Fun with Music
Tuesdays: Guest Star
Wednesdays: Anything Can Happen
Thursdays:  Circus
Fridays:  Talent Round Up

Well, fast-forward about 50 years (gulp!) and I’d like to introduce you to a new club and its ambassadors – the Marketeers!

Like their predecessors, they gather together to celebrate what they believe in and the tools of their trade.  Here are some of the Marketeers themes.

Fun with Senses.  These Marketeers understand that to engage their audience their marketing efforts must use words, ideas and visuals to tickle the senses.

Guest Star.  Our Marketeers are smart enough to realize that the real guest star in any marketing is the consumer.  They deserve the spotlight, the attention and the applause.   Rather than hogging the mic, they wisely hand it off to the consumer, so they can share in the conversation.

Anything Can Happen When You Use Your Imagination. You can count on a Marketeer finding an inventive way to think creatively and tap into a human truth or two. 

Surprise!  Yes, like the circus theme of the original club, this day is all about not communicating in a trite, tired cliché just because its easier, cheaper or the client will buy it.

Talent Round Up.  An easy way to spot a Marketeer is that they’ve surrounded themselves with other smart, funny, clever, thought-provoking marketing pros.  Better yet — they reach out to help and support one another.  A Marketeer understands that the age of cooperation and sharing is a part of the new day.

A tough club to belong to, eh?  I agree.   But, the benefits are well worth the effort.

So who do we know that’s worthy of being named a Marketeer?  Who has earned the right to wear these hallowed ears?

Keep an eye right here for our inaugural honoree!

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