Brand Brilliance: Why Budweiser Won Hearts and Go Daddy Broke Them

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The Super Bowl and NFL season has gone into hibernation once again and we’re left with watching, in my opinion, a very disappointing array of continuing Super Bowl commercials. There were two commercials that really stood out this year in completely different ways. Before we look at them specifically, lets take a quick look at branding.

The idea of branding continues to mystify even the the companies with multi-million dollar ad budgets. In todays marketplace, brands rely on being funny or quirky with regard to how they create their brand communication. It’s a successful tactic in getting noticed, but how do you stay funny – all the time? Even Kevin Heart tells bad Jokes.

When we look long-term, in these times, there comes a point where your brand has to communicate a deeper set of values – brand purpose. If what you say has to align with what you do, then harnessing your entire brand ecosphere becomes a precious strategy that must be executed with careful decision making.

Or not, if you’re Go Daddy.

Breaking Hearts

Go Daddy, who usually has some pretty cool commercials, took a very heart warming concept and made it one of heartbreak. The commercial had all the makings of a heart tugging storyline of lost and found.

But did that happen?

Yes initially, but ultimately NO!

If you happened to have missed it (because it was pulled immediately –rightfully so) the story was about a puppy who had accidently got thrown from its owner’s truck and had to endure some challenging times to be reunited with its owner. The puppy finally makes its way back to the owner who says, “ I’m so glad you made it home because I just sold you on this website I built by Go Daddy.”

Yikes!

That’s just like Nike saying, “Just Don’t Do it,” or Apple saying, “Think Like Everyone Else.”

It’s Anti-branding, and leaves a scar on your brand that will take a long time to heal.

Good Story, Terrible Ending

They took a potentially great storyline, which 99% of it was great, and spoiled it at the end by not understanding how the marketplace really feels about puppies – adorable, cute and cuddly family members.

Not only was it a $4mill mistake (cost of the ad), but a right hook to the rib cage of Go Daddy’s brand.

Brand messaging counts a great deal, and if you don’t protect it at all costs, your brand equity takes a hit – and they didn’t protect theirs. They basically hung their brand over a hungry den of lions – when they didn’t have to.

Brand stories are important because they capture the human essence of what a business stands for. If the human expression of your brand thinks there’s a funny side to puppy mills, you have been asleep for sometime now, or you believe there’s a funny side to everything. That’s a costly gamble.

Winning Hearts

Budweiser’s commercial has a puppy as its star as well. They decided not risk their brand equity, but instead they created a story that transcended their brand.

If you remember, this was their second installment of the initial commercial they ran during the 2014 Super Bowl where a puppy and horse befriend one another. In this installment the puppy escapes the stable and ends up on an adventurous journey back home. The plot thickens when the puppy is cornered by a wolf (hearts pounding), but the horse along with others come to the rescue of the puppy and is finally reunited with his owner.

Predictable?

Maybe so, but humans can relate to that situation thus creating branded value statement(s);

  •  Friendship
  • Compassion
  • Love
  • Resilience
  • Empathy
  • Family

Your brand can’t lose when you hit all of these emotional strings in a one minute commercial spot.

Budweiser’s brand was not only enhanced by this brand storytelling – because of the millions of views, but deepened its brand purpose and ideals with the general populous.

Take-Away

What your brands says matters, but more important is understanding your marketplace and how they feel about certain things. As we have witnessed, funny works, but context is what makes it work. Budweiser understood this. Go Daddy understood this to a point but failed in execution.

Protect and nurture everything about your brand. The more you protect it, the more people will respect you for it. Don’t gamble with your brand – make sure you not only understand the purpose of your message but its context.

Stay Hungry, Hustle Hard!

 

Gary

The Number 1 Reason Great Brands Are Successful

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Take a moment to think about what brands today are currently making an impact in our society. Try to pick three or four that come to the top of your head… Now take a moment to reflect upon the great brands of yesteryear…

If you truly study what makes brands successful today, you will see a dramatically different picture of what made brands successful back then. Back in the day, the brands that may have come to mind were quite simply those who ran the most advertisements, or who had the most stores – wow have things changed! Cultural shifts change how we look at everything – it’s an all-encompassing change that some embrace and some fall victim to.

For many years, we defined stalwart brands as ‘institutions’ or ‘mega-brands’, but were they really brands? I guess if you defined them by size and revenue… then maybe they were. I guess we had no choice but to call them brands – after all we didn’t know any better because that’s all we knew. Big brands told us what to believe, and we believed it.

Well, those days are long gone. In fact, they have disappeared altogether. Brands like McDonald’s continues to struggle with the coveted Millennial market segment during this fast-moving shift because they are falling victim to what made them successful in the first place – scale, distribution, revenue… and by contrast the little guys (Chipotle, Smash Burger) are chipping away at them like piranhas in a feeding frenzy.

The Davids vs. The Goliaths

So the question becomes… how are the Davids standing toe-to-toe with the Goliaths?

They do so because they are a reflection of the cultural change in society today. They simply speak and deliver on the core values of their market place while the big brands continue to throw looping punches in a fight where speed, agility and integrity are the key skill-sets to creating a winning environment.

Note: For all the articles on this blog on branding and brand strategy, click how to brand a company.

Let’s take a look at the 3 brands below that understand the cultural shifts and deliver values that the marketplace actually cares about.

1) Tesla Motors

 Electric cars of the past exuded a very uninspired design vision. They spoke to the cultural shift of energy efficient and clean technology driven products, but lacked the design aesthetics to really lift the category to it potential.

Tesla bridged these two ideas into a beautiful car that speaks to the ‘clean’ movement in society. Design is function, and Tesla’s effort has led to them to being far and above the category leader (full size luxury sedans).  This category includes formidable brands with long heritages like – Mercedes, BMW and Lexus.

2) Whole Foods

If you were a betting person, you probably wouldn’t give many grocery entrants a chance among the giant retailers occupying that space – most notably Wal-Mart and host of other big grocery retailers. Wal-Mart is selling price, which is a big value to some, but not all.

Whole Foods understood the quality movement in society – not just in its products, but also in the entire process of bringing food and beverages to market.  Health, responsibility and fairness are the cornerstones of their brand and their customers love them for it. They can tell a unique and inspiring story that’s hard to duplicate.

Does Wal-Mart speak to any of those values? A better question might be, Can they? Currently the answer is a resounding ‘No’, as their story is in direct contrast to Whole Foods – lower cost… at all costs.

3) Nike

 There are two brands that tend to get overused when the discussion is about branding… Nike and Apple – but they get this notoriety because they have this ‘branding thing’ down better than most companies.

Nike has dominated the performance and active wear market since I was a little kid. They did, however, fall asleep at the wheel and Under Amour was able to penetrate the market in a very viable and relevant way.

What did they need to do to create distance and differentiation? They focused on consumers and community creation. The development of the FuelBand allowed them to connect products and services into a community of competition that joins people from all over the world. In short, they are selling products disguised as an integrated services offering.

The Wrap-Up

Tesla, Wholefoods & Nike have done a great job in understanding the prevailing movements in our society, and have built products that align with these movements.

As you are building the next great idea, make sure that it’s relevant and useful, but most importantly reflects the culture you are seeking.

 Stay Hungry & Hustle Hard!

 Gary

5 Brilliant But Simple Ways To Build An Authentic and Relevant Brand

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The world of business has forever changed amidst the numerous platforms and channels that have invaded our personal space with the intent on selling us something. Most companies don’t understand the etiquette or the unspoken rules that govern these prolific social watering holes that we call Facebook, Twitter, Instagram… and it’s only a matter of time before they fall victim to a crime that they committed willingly.

A crime usually means someone has broken a rule of some sort- but here the crime is from not taking action, or simply believing you can keep doing the same thing and expect a different result. – INSANITY.

This past weekend I watched a movie with my wife called “Chef,” starring Jon Favreau, with a host of cameo appearances from Robert Downey Jr, Dustin Hoffman, Scarlett Johansson and many others. The movie captures a super star chef’s journey of success, failure and passion.  This was a small low budget movie with a big message of – Integrity!

This movie can serve as a blueprint for how businesses (small and large) can build great brands with integrity, passion and creativity. Instead of settling for insanity, companies need and must focus every ounce of their existence in relationship building and that involves extreme transparency.

There were 5 brilliant but simple ideas from this movie that will help any business communicate authenticity in a relevant and crystal clear way.

Brand Compass

Like the late great Steve Jobs once said, “What you say no to is just as important as what you say yes to.”  What he was really saying is, don’t compromise yourself or brand on things that don’t add value to it and aren’t aligned with your values. Conviction is simple to talk, but often times harder to walk. Every business goes through a variety of decisions it has to make to increase its ability to survive and hopefully succeed.

Many times the decisions that don’t serve the company well end up diluting its true value and sometimes killing it altogether. Businesses are like people – feed it the right stuff and it will perform – feed it the wrong stuff and its health suffers.

Brand Obsession

Often an over-used word, passion is what people can see and feel. Yes, it’s great to be passionate about what you do, but it is equally important that your marketplace sees your passion. Love is rarely used in business, but it’s the fuel for a business or businessperson. People and companies who leave us spellbound are usually obsessed about something – a cause so to speak.

Why? It’s a state of mind most of us don’t understand because we don’t have one of our own, and we become mesmerized by those who are so single-minded and purposeful. Find your obsession and it will ignite you and your customers.

Note: To learn more about this watch How The World’s Best Have Obsessed Their Way To Success

Brand Service

Underrated and under utilized by most companies – serving is giving unconditionally. Serving is not a marketing concept but rather an authentic expression of your intent and purpose. Making a contribution to your marketplace shows that your mission is not solely on profit, but it reinforces your company as a participating member of the community.

Starbucks is a great example of a company who serves its community, environment and coffee bean growers. Find the community(s) you would like to serve and get involved.

Brand Micro Stories

Now brand experiences can be shared real time. Pictures and videos of what happens within your company can serve as a portal for customers to get a closer peek at the people behind the company. This helps communicate your brand purpose, essence… in a more dynamic and engaging way. Think of each visual piece of your brand as a puzzle that keeps getting bigger, but continually adds up to create a clearer picture of what you’re about.

Brand Socialite

People care and see value in knowing the people behind the company. The best way to engage with your targeted market is to move to the conversations that are relevant to your brand, and become a part of the conversations. But it doesn’t stop there; you can’t just be involved in the conversations- you have to add value to them.

It’s much like a socialite that attends the right events, parties and gathering relevant to his/her business – he/she eventually becomes a valuable resource to that specific cause. Quit throwing darts at a dartboard blind folded and start getting closer to the people and conversations surrounding your business.

Allow people to follow you on your journey, so they can discover what you care about and why.

ALWAYS, HUSTLE HARD

Gary Oneil

 

How To Put The Hustle In Branding

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When most people look at their brand or company, they think of several independent parts moving inside of it. Building a brand that truly matters, however, involves a different perspective in which all parts of the brand are moving and working together as one strategic unit.

Great brands build a cohesive structure of interdependent parts that stimulate a singular purpose and message to its audience.

Ultimately, creating consistency involves looking at your brand through the lens of the various touch-points of the consumer. This includes online as well as offline.

Brand Archaeology

So, this brings me to the “A-Hah!” moment that MJ (my business partner) and I came to recently. We kept asking ourselves,…

“How can we better communicate our brand identity in the most authentic way?” 

A question like this forces you to reflect and perform a type of brand archaeology to discover what’s at the core of what you stand for.

As we kept digging we found out more about our brand, but most importantly we found out more about ourselves. In doing so, we identified our most core competency – HUSTLE!

The Digital Footprint

Hustle isn’t a special trait necessarily, as a lot of us do this throughout our lives. In our case, hustle doesn’t just represent the idea of going for broke in a consistent manner, but includes a strategic and creative prowess that helps create value not only for ourselves but also for the people and companies we work with.

As you can see we have changed our name to Hustle Branding because this captures exactly what we stand for and how we want our brand to be remembered.

Yes, ‘remembered’ … past tense! When building your brand it is important to think of your brand legacy and what it should look like.

This was important for us because aligning our personal values with our brand purpose not only strengthens our message but also creates an authentic and transparent view of our company.

A quote by Elon Musk (inventor of Tesla Motors, Space X) puts it all into perspective with this quote;

“Brand is just a perception, and that perception will match reality over time. Sometimes it will be ahead,

other times it will be behind. But a brand is simply a collective

impression people have about a product”. 

Ultimately, this quote is simply saying, what you decide to be today will determine how the marketplace will view you tomorrow.

Don’t confuse your audience. Be clear in what you stand for and what you stand against!

Brand Recall

The challenge in today’s digital marketplace is rooted in its sheer size. People don’t take time out to read everything they see. It’s like dating – what usually gets your attention first keeps it. So, your brands first impression matters!

When we decided to change our name to Hustle Branding, it wasn’t to have a cooler name (names don’t add value to peoples lives). It’s an ideology that we want to put out in the world – something to live by – our brand creed.

It’s our job to continue to live by this creed in every aspect of our business.

The Brand Shovel

The only way to realize your brand’s potential is to dig deep down and find your brand’s convictions and make sure they align with your personal values – keep looking in the mirror until you are comfortable with what you and your brand will put out into the world.

This has helped us immensely in understanding our brand focus, and we hope it does the same for you.

What We’ve Learned

Creating a brand that oozes values that the marketplace can identify with and respect is the goal for all of us. It becomes paramount that people can visualize and feel your authenticity as a brand. Many companies don’t start off understanding their true brand calling, and become frustrated when their products and/or services don’t get the attention necessary to build a real business.

Your key brand messaging has to come from a place of authenticity. A strong brand essence built on consistent values will drive brand affinity with your audience.

I encourage you to have a productive day and make sure you don’t forget to….

Hustle Hard!

Gary

 

The Death Of Quality Content As We Know It

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I recently finished Trust me I’m Lying by Ryan Holiday. One of the big takeaways he discussed is that in the media world today, information, more than anything, is all about the speed and not about the value. So much so, information doesn’t even need to be the truth, it just needs to be circulated as quickly as humanly possible. This was troubling to hear at first… but sadly, it happens to be true.

We are coming dangerously close to the point where we will overdose on information and the quantity will overpower the quality to the point that no one will know how to separate the good from the bad. The more information that is created, the more is diluted and the more the quality content gets hidden.

For example, a few years ago Amazon opened up the doors to self-publishing. While this was great in many ways as it allowed unpublished authors to publish their own works, it has also increased the amount of books by such a tremendous multiple that it is now nearly impossible to differentiate the good content… from the fluff.

So how this this information addiction going to affect us in the future?

I think this addiction to quantity over quality is going to make a mess of our content. I also believe we need to get a handle on some other things that are contributing to the problem… like new innovations and new platforms.

New Innovations And New Platforms

I believe we are chasing new platforms as opposed to investing in a few that we can get really good at. The speed in which people jump to new platforms and new mediums to promote content is mind-boggling. Ditch Digg for Reddit. Ditch Reddit for Stumble Upon. Ditch Facebook for Twitter. Ditch Twitter for Google Plus.

For lack of a better example, it is like the new drug syndrome. Before one antibiotic gets a chance to prove itself, there is a new and improved drug that everyone jumps ship and starts taking. The same thing for new fad diets, new vitamins, new ways to make money, you name it people will dump one thing for the next quicker than the speed of light. One article in Tech Crunch will have you dropping what you’ve been working on for the last two years and playing with the newest and shiniest object people are talking about.

Note: For all the articles on this blog on branding and brand strategy, click how to brand a company.

The Good & The Bad Of Innovation & Disruption

Don’t get me wrong. Innovation and disruptive technology is great and it is vital to keeping companies on their toes and preventing them from being complacent. Innovation can, on the other hand, be detrimental, as people who start working on one platform and then switch to another, often times lose all the momentum they have gained from using the platform they have spent so much time learning and getting good at.

Jack Of All Trades… Master Of None

Back to social media for a moment…First there was Facebook, then Twitter, then Google Plus. When most people added Twitter to the mix their Facebook time went down. When they added Google Plus, they diluted their time even more. Personally, I don’t have the time to operate on all three platforms, nor do I want to. I generally stay on Twitter to promote content and I try to perfect myself as much as possible in one area…

Naturally, people came up with the answer to everyone’s problems… AUTOMATE!

Automation

When people stopped having the time to sit around all day and post their content manually, naturally a solution was created. Enter Tweetdeck, Buffer, Hootesuite and a number of other tools, which enabled people to put out their content at alarming speed and what’s more, bounce the same information across all the platforms at one time.

At the end of the day, there is a lot more coverage, but the fact is it’s automated… it’s all quantitative, and has nothing to do with enhancing quality. If we were focused on quality we would actually handpick what was right for each platform.

If you read N2ITIV, you know I very rarely talk about social media and I am not really doing so here either. I am simply using social media platforms as an example of how quantity is starting to kill the quality of content. It is how media works in general.

As Ryan Holiday states repeatedly in Trust Me I’m Lying, quality and accuracy are not important anymore, just the speed in which the information hits the media. Personally, I think this is a tragedy as too many people believe what they hear. For this reason, too many people are drinking really bad Kool-Aide… and they don’t even know it!

Note: To view articles for entrepreneurs starting a business, click help for entrepreneurs 

Pick Your Niche

I strongly suggest we slow things down a bit and focus on the quality of our content.

People need to find their own niche and stick with what they are good at. Some people can rock a great Vine. Some are Kings and Queens of Instagram. Guy Kawasaki is rocking G+. Gary Vaynerchuck is killing it on video. Mari Smith and Amy Porterfield are great on Facebook. Lewis Howes on Linked In. Neil Patel kills it in the technical articles he writes on his blog.

Pick what you are good at, find your lane and stay in it and gain the traction you deserve!

Work Hard, Work Smart & Stay Humble!

 

Gary

How to Create a Brand Personality That Customers Will Love

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In the past, branding meant being consistent in what your company stood for and communicating that message in a unique way. We have seen many examples of this from the usual suspects, brand leaders Nike, Apple as well as a host of one-time hits that seem to grab loads of attention and take the world by storm, if only for a moment.

The truth is, it is not just about getting attention, as branding is much more than creating noise for the sake of being noticed. The facts are, it is what happens after you get noticed that counts. I believe the key to branding is to figure out how to introduce a product to the customer and create an emotional attachment.

If this reminds you of personal relationships, then you would be correct!

Creating a relationship in business requires many of the same characteristics of courting your partner… In fact, I would go as far as to say that not only do I think it’s a worthy comparison, I believe they’re nearly identical!

What Makes Humans Tick?

Welcome to your new company called “Human, Inc.” Why such a name? Because you are now in the human discovery business, and your focus is to understand what makes humans tick. In order to do that, you have to switch from being a broadcaster to a communicator. It’s not about what you say but rather about how you say it in a way that relates to the customer.

Just like our personal relationships thrive on understanding what’s at the core of our significant other, business relationships thrive on understanding what’s at the core of our customers.

The Seat of Emotion

 Your expedition should start and focus on the ‘Wants’ not the ‘Needs’ because frankly speaking, people talk about what they want – which usually has an emotional edge. As you make your way through all the different complexities of the human psyche, what appears is a molten pit of emotions at the core.

You may be thinking, ‘It is hard enough to deal with emotions on a personal level, do I really have to deal with emotions in business too?’ The answer is a resounding ‘YES’!!

Understand the spirit of your company in relation to the customer – that’s the final destination.

Reverse Engineering Emotions

I assume you’ve heard of reverse engineering a product, but emotions? Absolutely, although it is no easy task, but then again I didn’t say it was going to be easy!

Once you understand what’s going on at the core of your customer, you now have to understand how your company fits into their lives – not your product, but YOU the brand!

To get people engaged and in a take-action state, you have to stir the pot of emotion. And how you sprinkle your company in that pot, will determine if a relationship will manifest itself.

An Immersive Relationship With The Customer

 The best way to learn a new language is to live in the place that speaks the language. Understanding your customer is no different. Your relationship has to be an immersive one – deep customer understanding.

When Abercrombie & Fitch got started, the founders lived on a college campus for an entire semester. Their objective was to have an intimate knowledge of what the college kids preferences were. This ranged from what they preferred to wear to class, off-campus, studying and parties.

They took over 10,000 pictures of students in their everyday life. They had them pinned all over the walls in their house.

When it came down to actually creating the A&F brand, they were armed with an authentic picture of what it would look like and visuals that went along with it. That level of customer understanding created a multi-billion dollar brand!

Pull Then Push

Start with pulling then pushing. The objective is to pull (discover) as much out about what the customer’s challenges are, their feelings, emotions and opinions.

These are the little things people go through everyday.

So now comes the push – your message of shared values that align with the customer’s values.

If done authentically, your products will effortlessly become part of your customer’s lives.

Lastly, these are some of the touch-points you should hear and observe from the perspective of the customer;

 “Keep Me on Top of My Life”

“Give Me Something That Changes My Life”

“ Teach Me Something”

“Help Me Make The Most of My Self”

“Get Me To Act”

“Help Me Become What I Can Be”

Feelings are hard, but as you know with most relationships, personal or business, it’s not about LIKE, it’s about LOVE.! You hear it everyday – I love that restaurant, I love my phone, I love that show – so to get customers saying that about your brand, communicate a human message and wrap your product around that message!

 

Work Hard, Work Smart & Stay Hungry

Gary 

 

 

5 Ways To Develop Killer Charisma Like Stephen Colbert

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Charisma is a strong and empowering trait that many people want but very few have. To be charismatic is more than being just cool or engaging. A person with charisma captures the full attention of those people he or she comes into contact with in dramatic fashion. They not only get attention, but they do so without asking for it.

We’ve all been in situations where we notice someone as soon as they walk through the door, and our heads turn and our eyes stay glued to them as if we were in a trance. Why do we react this way? Continue reading “5 Ways To Develop Killer Charisma Like Stephen Colbert”

3 Things Entrepreneurs Can Learn From You Tube Sensation, ‘Psy’

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The golden moment of the internet is when you can produce something that goes viral. But what causes a video to go viral, and can we duplicate this to elevate our own products and services into the viral stratosphere?

The phenomenon of Psy and Gangnam Style Dancing is one the biggest ideas to go viral in recent memory as his video has a jaw-dropping 200 million views in only eight short weeks.  The amazing part is that it comes from an unlikely place… a Korean guy that looks as cheesy as he dresses. I think its great! Continue reading “3 Things Entrepreneurs Can Learn From You Tube Sensation, ‘Psy’”

Do Everything In Your Business With Purpose, I Mean Everything!

65. Do Everything In Your Business With Purpose, I Mean Everything!

Purpose has been an ideology that every entrepreneur and business person tries to define for their company. In a lot of cases, business owners confuse activity for achievement and hard work for purpose.

A company that doesn’t have a well defined purpose usually has people that are confused as to why they are there. I’ve visited companies where you can feel the sense of purpose as soon as you hit the door. I’ve also experienced ones where I had no idea what their declaration was.

Purpose vs. Strategy

So how businesses define purpose? The common answers, which are not answers, are lowest cost, best quality, best service and so on. But those statements will not have a lasting effect in the minds of customers or employees. Purpose is a philosophy that resonates through every area in the business and is the guiding force for all activities of the company, right down to how the bathrooms looks. The best quote I’ve heard in describing purpose is;

An effective purpose reflects the importance people attach to the company’s work-it taps their idealistic motivations and gets at the deeper reasons for an organization’s existence beyond just making money.

 

Fantastically put! If that’s a word.

It’s amazing to see how businesses mistake strategy for purpose. Strategy is a combination of tactics that achieve a goal. Purpose is an intersection. Its where your company ideology and the needs of your customers cross paths.

 Heroic Purpose!

My favorite company with a strong brand purpose is Whole Foods. The company oozes purpose! This is how Co-founder John Mackey defines Whole Foods purpose. Which he refers to as their “Heroic Purpose”.

1) Help the agricultural system evolve and become more responsible.

2) Help people reach their highest health potential.

3)  Conscience capitalism.

You notice that the following were missing, increase sales, increase profits, improve valuation and this is because their purpose is aligned with the customers they serve and the employees that carry it out. The money part is the product of great purpose. Love them!

 Expressing Your Purpose

 Understanding how to articulate your purpose will be the single most important factor in people adopting it. Purpose starts inward and moves its way out to your customers. Instinctively your customers should relate to your purpose and it should be integrated in every facet of your business, so your purpose rings consistently in the minds of your audience.

Keys To Writing Your Purpose

1) Keep it simple.

2) Keep it focused.

3) Focus on what you stand for.

Work Hard, Work Smart & Stay Hungry!

Gary

If Your Brand Could Speak, What Would It Say?

68. If Your Brand Could Speak, What Would It Say?

In this video, I talk about the importance of brand messaging and why what you say and/or what you don’t say about your brand could send mixed signals to potential customers. I was sitting in an Apple store when I realized some key aspects that a lot of new businesses don’t invest enough time thinking about when it comes to creating brand value.

Presentations: How To Captivate Your Audience

71. Presentations How To Captivate Your Audience

The life blood and oxygen for most businesses are the ideas that will drive its short and long term goals. If this is the most important aspect to a businesses future, then the delivery method should be just as important.

 The Art of Influence

Whether we like it or not presentations, verbal and written, are the means by which ideas get adopted and some don’t. So, if this is true, why do so many of us put together presentations that read like the features listed on the windshield of a brand new car? Well, we forget what got us buying the car in the 1st place. Continue reading “Presentations: How To Captivate Your Audience”

Price is What You Pay, Value is What You Get

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Value always seems to be one those words that everyone understands, but very few get. It’s a word that takes on many definitions depending on what business you are in. There are a lot of people out there that associate value with cost and benefits. Just because a price can be set to something, it doesn’t mean it has value. Warren Buffet once said that “price is what you pay and value is what you get.” Continue reading “Price is What You Pay, Value is What You Get”

How To Brand Like An Idiot [Without Even Knowing It]

77. Branding From The Perspective Of Your Customer

Have you or do you possibly know of someone who created a product or service that they thought was going to be groundbreaking, only to find out that when they launched it, it was not only not the hit they expected but rather found it not to be a hit at all? I know I did.

It happened to me in the very first business that I had back in 1991, a clothing brand I started with my partner Gary while we were in college. Continue reading “How To Brand Like An Idiot [Without Even Knowing It]”

3 Keys To Customer Acquisition: Creation + Quality + Value

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Online entrepreneurs have the inevitable task of creating content for their audience. The end goal of content is customer acquisition. More people, means bigger lists which hopefully means more green backs.

The conversation regarding content always comes down to quality. In most cases quality is a given in any business. Acquisition is a process made up of 3 components with regard to content. Continue reading “3 Keys To Customer Acquisition: Creation + Quality + Value”

Social Media Is Not Your Platform

79. Social Media Is Not Your Platform

There is a common misconception that many people have when using social media, as they make the mistake of thinking that social media is their platform. In this video I explain the importance of not only understanding that social media is not their platform, but also the necessity to use social media as a tool to drive people to their own platform; their website.

Are You Creating Your Headline for Your Customer or for Google?

headline

Unlike the days of the Roman Empire where wars were decided with the victor standing as living proof, creating impactful headlines has 2 winners, or more than likely, just a draw.

Being in this business you come to know and understand that there’s a war between writing headlines that are designed to stir interest and engagement, and those with mundane keyword strategy. I say mundane because keywords are boring. Boring as hell! Continue reading “Are You Creating Your Headline for Your Customer or for Google?”

6 SOLUTIONS TO AMPLIFY YOUR WEBSITE

2. Amplify your website

Websites have gone from technically too difficult, to even a 6th grader can do it. Creating a website is fairly easy to do but that’s not really the point, is it. Or is it? People in general tend to separate creativity and strategy for some reason.

Creative people think it’s a visual aesthetic only. Web strategists, on the other hand see function, layout and navigation. Continue reading “6 SOLUTIONS TO AMPLIFY YOUR WEBSITE”