Your Brand is Out of Your Control

It’s an anathema to brand and marketing folks around the globe, but it’s true. Social media has thrown a huge wrench in brand control. Gone are the yesteryears where internal brand and marketing teams carefully crafted messages, controlled content delivery and carefully measured responses.

In today’s dynamic digital media economy, for all the claims that brand and marketing folks make, they just cannot exhort the same kind of control. There are too many blogs, wikis, videos, usenet groups, and the like for anyone, even Google, to get their arms around.

That being said, you should not give up. There is huge opportunity, even better than before, for your brand. Yes, the tables have flipped, it puts ‘the people’ in control of your messaging and branding. That is good!

Embrace it, use it, and learn from it. If you engage in serious and open dialogue, if you react that conversation, you will win in the market place.

Why?

It puts the customer square back in the middle of the bull’s-eye. We have gotten too far from that, as many a company claim the customer is their #1 focus, but really not. I bet you can name at least 10 companies where you think they have lost that magic.

If you let down the barriers, let the customers control the brand and respond openly (ie admitting mistakes) and take action (to address their positive and negative feelings), the brand will become what you want it to be…. Delivery of the right product and/or service to the customer, with their positive endorsement.

Who is Your Unsung Hero?

The Tour de France has ended. Carlos Sastre is on top of the world, as he has won the crowned achievement in cycling. While on the surface this looks like an individual sport, and glorious personal achievement, it is not. Beneath the surface there are many who helped make that happen. From the Soigneurs to the masseurs. From the mechanics to the medical staff. The supporting teammates who lay it on the line for them.

As Jens Voigt was quoted in a pre-race interview. CSC (Carlos’ and Jens’ team) was designed for Carlos to win. “One man to win, 8 men who will die on their bikes for that one man.” I would hazard to guess that unless you are into cycling the names Jens Voigt, Stuart O’Grady, Andy Schleck do not ring a bell. But these men, are the unsung heroes who helped Carlos bask in the glory of victory.

The NFL is not much different. Again, unless you are an aficionado, can you name three left tackles in the league? Can you name one--- on your favorite team? Yet, these guys are some of the highest paid players in the league. Why? They are the unsung heroes. Their job is to protect the blind side of the quarterback (for the large majority of NFL quarterbacks who are right handed), so that the quarterback can complete a pass without being creamed from behind. Who gets the glory—the quarterback who threw the great pass and the receiver who hauled in a fingertip catch. Who made it all possible--- that left tackle guy who no one knows.

Who is your unsung hero? At work? In your personal life? How do they tirelessly do what they do--- day in and day out?

Take a moment and stop to thank them. The rewards will be great.

A Bit on Chinese Numerology

So I just sent a Twitter on 8/8/8, the day the Olympics start…. At 8pm. Lots of prosperity.

So what about the rest of the numbers you ask? Here goes a shot, as there are always competing interests as to true meanings:

1. sure
2. easy
3. live
4. death
5. the self, nothing, never
6. smooth/flowing
7. fate/destiny (usually negative)
8. prosperity
9. long in time

Combinations are important as well. For example 14 = sure death, while 18 = sure prosperity.

What is your lucky number? How would Chinese numerical traditions apply?

For me — #3. Maybe that is why my motto is also Carpe Diem.

Sometimes advertising transcends

On rare occasions, advertising transcends the overt, and pulls an emotional heart string. Visa did that here.

Can't Say It Any Better Myself

So I will only post the link, as Thom sets up an incredibly powerful post.

http://thomsinger.blogspot.com/2008/07/do-right-thing.html

It builds nicely on being externally focused.

Are You Externally Focused?

Recently I have been catching back up on some old standby ‘life lesson’ nuggets. The ones I have been staring at recently share a common thread: the importance of being externally focused. This is one theme that is essential to being successful- both personally and professionally.

I wanted to share three quotes that help capture the essence:

“The tougher the negotiation, the more critical it is to understand that if
someone in the room has to feel okay, it is not you. If someone has to
feel not-okay, that is you.” - Jim Camp

“People listen to you for their reasons, not yours.” - Peter Drucker

“Great leaders understand the important role servant leadership plays in
helping others realize their potential.” – Dan Sanders

These can apply across all aspects of life. Your colleagues, your family, your customers, your partners, even your competitors.

Ask yourself:

1. Do you make others feel important?
2. Do you build their vision, their self esteem?
3. Do you treat others with respect?
4. Do you practice sound principles- return e-mail or phone messages, follow up on requests?

You can make the impact today. You can build customers for life. You can build enduring relationships. You can build a network of raving fans.

The rewards are great.

Ahhhhh, Isn’t Google the Nice Guy

As reported in major periodicals, including the Wall Street Journal, Google today announced that they are launching a new tool to measure Internet usage, intended to help advertisers find the best places to build their online ads. The rub for companies who sell that like comScore, Quantcast, and Nielsen, Google is giving it away for FREE. Isn’t that nice, Google wants to help the advertisers.

So while you read the surface of this and say, ahhhhh, the open development of Google strikes again for the benefit of mankind, think again. Google will have in their hands the power to craft where people visit, when they visit, and how much money to charge advertisers to go to the sites where they are directing you to visit.

Get real. Nice guys finish last. As we know, there is NO such a thing as a ‘free lunch'.

It's basic Economics 101: Supply and Demand Curves. The sweet spot in pricing and production is where those lines intersect.

Google is squarely aiming to control, yes control, both curves.

• Step 1: Build a brand so that you become the de facto place to look for information

Result: you now ‘own’ the supply, by controlling access to and use of

• Step 2: Build an analytics engine to report actual usage patters on the Web

Result: you now ‘own’ demand curve, by controlling access to and use of

• Step 3: Exert your control over both curves to move them further out, managing both supply and demand you your optimal gain (in this case to dominate the entire Internet monetization world)

Result: Nirvana- now they can buy any island with the jack (read $) they will make

Google will also be able to squeeze advertisers (mainly agencies who specialize in planning and buying media) out of the market in the extreme cases. Why do you need the creative black magic, if it can all be scientifically metricized (yes, I made up that word).

Complete control….. a side of Cyborg with your keyboard?