Browsing articles from "January, 2010"

Go Where They Are

Jan 25, 2010   //   by Michael   //   Articles, Blog  //  Comments Off on Go Where They Are

by Dani Endrei

Absolut billboard

On my way home I saw this Absolut Vodka billboard. It seems companies are starting to realize the power of partaking in the online community. In this case, instead of pointing people to their own website (www.absolut.com) and expecting people to stop what they are doing and visit their site, Absolut created a presence on Facebook. Now, with close to 500,000 fans, they use the page to offer their fans the ability to be the first to receive exclusive visionary content, event invitations, drink recipes and prize giveaways.

Absolut chose to go where the people are. They chose to stay relevant by creating a conversation and intriguing people with creativity on their own turf.

So I ask of you:

Are you still spending your marketing dollars interrupting your customers…or are you engaging them?

Know Your Consumer First

Jan 7, 2010   //   by Michael   //   Blog, Podcasts  //  1 Comment

Andrea Scott, Marketing Professor at Pepperdine University

This week we speak with Dr. Andrea Scott, Professor of Marketing at the Pepperdine University Graziadio School of Business and Management in Malibu. She discusses the importance of doing market research and understanding consumer behavior when conducting a branding campaign.

This podcast is presented to educate and inform business owners about the importance of cultivating a powerful brand strategy. We conduct audio interviews with local business leaders, academicians and brand practitioners.

“Four score and seven years ago…”

Jan 3, 2010   //   by Michael   //   Articles, Blog  //  Comments Off on “Four score and seven years ago…”

by Michael Tanenbaum

What does the Gettysburg Address have in common with the most enduring brands? What lessons does it hold for distinguishing your brand message from the marketplace clutter of your competitors?

The scenario:

President Lincoln and Senator EverettOn November 19, 1863, on a bloody battlefield outside the town of Gettysburg, a series of speakers presented in honor of 160,000 men killed in the battle. The keynote speaker was Senator Edward Everett, the leading orator of his day. He addressed the crowd of 15,000 people for over 2 ½ hours. His unremitting torrent of verbiage was instantly forgotten.

Taking the podium much later that day was President Abraham Lincoln. He was placed a nondescript sixth in the day’s lineup of music, prayer and oratory. Lincoln delivered a two-minute speech. In 246 words, he laid out a vision for the United States that is still memorized in its entirety by American schoolchildren.

When promoting a brand message, most people have the tendency to use the kitchen sink approach: Toss in as many ideas, promises and slogans as they can and pray that the customer or audience remembers something.

That is a recipe for failure.

President Lincoln’s message was concise, compelling and coherent, his word choice carefully crafted. By contrast, Senator Everett’s keynote address was sprawling, verbose and unmemorable.

Aristotle wrote that “simplicity is the ultimate sophistication.” Over two millennia later, this concept is as profound as ever. Follow it. It will grant you distinction. It will buy you customers. It will earn you consumer loyalty. It will elevate your brand to the highest esteem.

See this website for a side-by-side comparison of the two Gettysburg addresses that day.

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