Archive for January 2009
Kill BRAND Now
Tuesday, January 20, 2009 by Michael Taylor
Can we bag the word Brand? Lets unload this cow for good, okay? Don’t get me wrong, I believe in branding. It’s the difference between the success and failure of any business. But the word is so overused and misunderstood it is almost meaningless. The word is a patchwork quilt of confusing euphemisms, half-truths, narrow definitions and things that are just flat wrong. I have heard BRAND mean a logo on a golf hat, clever but meaningless slogans or designs, “wow” factor…the list goes on. The word “brand” also has a disproportionate share of baggage. It seems everyone has a story about a recklessly expensive branding project gone awry with nothing to show for it. So let’s just kill it and put us out of our misery, deal? It was a great word, and my peers have made katrillions on it…say your prayers and let’s move on.
Ninety Seconds take away:
Instead of using the word BRAND, why don’t we focus on what it really means…YOUR TRUTH. I propose from now on, we say let’s get OUR TRUTH out on our business. It’s not perfect, but it’s closer than…what’s that word?
Mr. Curious Always Knows What To Do
Monday, January 19, 2009 by Michael Taylor
There is a cottage industry developing right now. I call it the “I am now a recession expert because my usual business tanked” market. I was just on a website this morning that wanted to charge me $399 for a report on the “Secret Tactics Successful Companies Use To Grow During A Recession.” I will suspend my cynicism for a moment to tell you something far too simple for anyone to make money on. The best guidance for you right now is not from a website or high-dollar research service, but the people right in front of you. I know this is painfully obvious, yet I am surprised at how few companies actually ask their customers meaningful questions that could result in adjustments that assure results. As your new CMOO(Chief Master of the Obvious Officer), I propose this simple 90-second take away:
Ninety Seconds take away:
Select a sample of each group of people important to your business to take a short survey and/or interview. Make sure you only ask questions that will give you answers you can act upon. Keep it simple, use a combination of personal one-on-one discussions with quantitative surveys that will help you understand your customers’ priorities. Use inexpensive survey tools like Survey Monkey, ask current customers, prospects and lost customers to build a clear picture of their world, from their point of view. The marketing decisions you make that really work will be the ones you make standing in their shoes (not yours). I did not buy the “Big Recession Secrets” $399 report, but my guess is this idea was in it. It is now yours for whatever amount of cash you would like to send your new CMOO.
You Can’t Run Marketing With People You Keep Firing
Monday, January 19, 2009 by Michael Taylor
I did not have to go very far to test my instinct that marketing departments have become revolving doors. Three-quarters of marketing departments have been reorganized in the past year, according to a Forrester Research report, which came out just before the recent fun and games began in the market. There is also no question most businesses are experiencing a serious downdraft and have to make staff adjustments everywhere to keep the business healthy. Here is the problem: Marketing is a strategic function requiring focused execution, measurement and adjustment over time, not fits and starts with waves of new people with “great new and newer ideas on top of old new ideas.” When you have a revolving-door marketing department, you have little focus. When markets are contracting like they are now for most of us, you need more focus than ever.
Ninety Seconds take away:
Outsource your marketing to a group that will survive any headcount adjustments you need to make. This offers you the continuity you need while providing a lower risk pay as-you-go strategy enabling you to adjust your marketing expenses easily without the painful process of hiring and firing. That way you’ll keep the focus, maintain continuity regardless of headcount adjustments. You can also get a normal door in your marketing department. People like those better than the swirly kind.
