Category Archives: Branding Thoughts

where personal branding and technology meet

Just wanted to point you to a nice interview on Dan Schawbel’s blog with Sarah Lacy, journalist and author of Once You’re Lucky, Twice You’re Good: The Rebirth of Silicon Valley and the Rise of Web 2.0.  Sarah comes across as very down to earth and drops some great branding thoughts as she discusses her career and her opportunity to interview some of the innovators and success stories of Web 2.0.  Here are a few gems that jumped out at me:

” That’s the most lasting way to build a brand, one relationship at a time.”

” It just takes building your credibility and trust over time. Put another way: your brand within your small sphere is crucial to build before you can build any sort of larger brand in the world.”

and my favorite

“And second, business reporting done well are just stories about people. People love stories about people.”

Thanks Sarah and Dan for sharing this people story!

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If you vote with soda do you call that a straw poll?

Who says branding can’t be fun… and political?  Take a lesson from Jones Soda, the oft-feted purveyors of oddball limited edition flavors and arty labels, the folks that make news every Thanksgiving with the arresting annual appearance of turkey and gravy soda. Yup, them. Well the Joneses may have outdone themselves now, and managed to rewrite the rules of political pollstering in the process. Check out http://www.campaigncola.com/ for “Capitol Hillary Cola” “Pure McCain Cola” and, of course, the Obama-inspired “Yes We Can Cola”. Cast your vote, and call your dentist. Friends, you just can’t make this stuff up.

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Be a beacon

Be a beacon - lighthouse

When you are out on the water on a stormy night looking for the shore there is nothing quite so reassuring as seeing a bright, shiny beacon pointing the way to a safe harbor.

Well I hate to say it, but we are in some stormy times in our economy and with the price of gas continuing to rise I would hazard to say the roughest waters are still to come.

At times like these, when your customers are worried about how to stay afloat, your brand needs to be a beacon. A lighthouse beacon makes a promise – come this way and you’ll get to where you want to go. Its bright light is simple, direct and fulfills a valuable service by making a promise that needs no explanation.

If your brand isn’t a beacon your business may get lost in the fog.

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Ropes and Chains…

…and kinky boots.  Okay, forget the kinky part – it’s not that kind of blog.   I’ve been planning on posting something here about ropes and chains for quite some time now, but I keep letting the idea get too big in my head.  Really it is simple:  Chains are strong because the individual components, the links, are strong.  The chain is no stronger than any given link.  If you’ve got strong components, make a chain.   Ropes are strong, but they are built on an entirely different premise.  The rope is built on the assumption that any given component, a fiber, might be weak.  The rope’s strength comes from its structure – the weave causes each individual fiber to support and strengthen each other. It is only when the structure is compromised that the rope gets weak.

So what does this have to do with branding?  Well, are you building your brand as a chain or a rope?  Are you trying to forge a handful of powerful, strong, individual and expensive pieces to carry and support your brand positioning? Are you relying solely on individual contributors – a CEO, a spokesperson, one brilliant marketeer, a single flagship product? Or are you creating an infrastructure to support your brand that allows each individual contributor – each ad, each product, each tag line, each front line employee, even each customer –  to reinforce and strengthen the brand message by providing a context for their efforts?  

The “golden arch” is a familiar link in McDonald’s branding chain, but the training to say “Would you like fries with that?” is the brilliant evidence of a structure that allows each employee (weak or strong) to strengthen the rope.

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"Soulful Excellence"

That’s a nice pairing of words; “soulful excellence”.  Highly evocative, together they smack of quality and emotion, like art – not clinical quality, like a spreadsheet.  So few pairings of words smack of anything so I just had to point them out.  I wish I could say they were mine, but alas credit must go to the remarkable Joey Reiman who uttered that phrase yesterday during a presentation for the Technology Association of Georgia’s Enterprise 2.0 Society. Yesterday we had a fabulous meeting featuring Mr. Reiman, Thinker & CEO and Elizabeth Clubb, Thinker & CSO, of BrightHouse.

Perhaps even more remarkable than the phrase itself is that it was used in the context of discussing new enterprise technology solutions.   The social computing mindset is different: powerful and enabling and dangerous to old modes of thinking.  It is changing the way we brand and the way we work.  They are becoming one. “Soulful Excellence” is evidence of that.  Chew on that phrase and watch out for more.

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    Caitlín Mowbray"I adore your doodles... I swear looking at those bunnies lowers my blood pressure, calms my mind and makes me smarter. Who needs meditation when there are bunnies?"
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