Didn't make it this year? Here's a little sampler of what you missed. Let it serve as a lesson to you! And, as a reason to come next year. Funnelbox whipped up this awesome recap:
They also did this pretty nifty intro video for the CageFight we held at the event:
Once again, our sponsors rocked it. Special shoutouts to:
Platinum sponsor::
Quango, Inc
Gold Sponsors::
Ecoswag.com
Revolution Dynamic Publishing
Silver Sponsors::
Pacific Marketing and Publishing
Portland State University Professional Development Center
Search Engine Academy of Oregon
Wednesday, June 24, 2009
Thursday, June 11, 2009
And the Winner of the Forward '09: Brandologie's Awesome Booth Passport Prize is Integrated Talent!
Find out more about Integrated Talent:
Integrated Talent creates stunning visual stories—films that capture the imagination and engage viewers on every level—to ensure your message is not only seen and heard, but felt. At Integrated Talent we’ve elevated the art of storytelling in short films by discovering the human story, telling that story through powerful visuals and vibrant creative, and delivering a narrative that engages your audience and gets the results you want.
In addition to deep experience in keynotes, customer evidence, dramatic scenarios, and product launch videos, IT recently showcased its work to over 23 Million viewers nationwide on a broadcast of AMERICAN IDOL with a hilarious comedy sketch headlined by Ben Stiller promoting the theatrical release of Night at the Museum: Battle of the Smithsonian
Based in the Northwest, IT works globally and has won a total of 12 Telly Awards. Feel the difference at www.integratedtalent.com
Wednesday, June 3, 2009
Mike Sommers on why marketers love social media
- Inexpensive publishing/distribution
- Easier to find target audience
- Enables content creation from the audience
- Allows for immediate (actual) feedback
- More quickly understand and respond to problems, deficiencies and annoyances
- Learn firsthand about where competitors are winning
Thoughts from the audience
- If someone mentions your brand, they become a quasi-spokesperson
- See real people
But here's the downside (challenges)
- Corporate rules often prevent them from having true, original personalities
- Authenticity
- Internal ownership
- Defining the rules of engagement
- Metrics are new
Tuesday, June 2, 2009
Preview Wieden+Kennedy's Ken Smith views on Promoting Coraline and Branding
Wieden+Kennedy's Ken Smith recently worked on the campaign to promote Coraline, the first stop-motion animated feature filmed entirely in 3D, produced by Portland's LAIKA Studios.
He is currently the Account Director on Nike Golf, LAIKA and Oregon Tourism. Taste a preview before he speaks about reinventing movie marketing and how Wieden+Kennedy used new media to sell Coraline.
Describe the difference between advertising, marketing & branding?
At it's simplest advertising is paying to communicate a message about your product or service. It differs from PR and consumer driven content in that you, the advertiser, control the message. Marketing, to go back to the text book definition, employees the four P's: Price, Place, Product and Promotion. When you are marketing a product or service you need to make sure this mix is correct. You need to have a product people want in a place they can easily buy it for the right price and you need to tell them about it or promote it. Some people say there are five P's the fifth being people. The people you employ and your customer service is an important part of the marketing mix. Branding goes beyond marketing to give your product or service a personality. The goal is for people to have an emotional connection to your product, or even become fans.
In the words of former Coke-a-Cola Marketing Director Sergio Zyman, "Everything you do communicates about your brand." So going back to the five P's, if your product costs more than its competitors you better be selling it in more high end places or like Apple controls the retail environment and create the Mac Store. You also better consider where you promote your product. I always find it strange when local jewelers advertise Rolex watches on bus sides.
Why do people spend so much time and money building brands?
One reason that is painfully obvious to us all right now, is that a strong brand helps sustain you through hard times. When the economy is bad and people are watching their money they tend to stick to the brands they know and respect. Over the years Nike has seen sales decline much less in economic hard times than other competitors. A strong brand can make it easier to move into new markets and expand. ESPN is a great example. As a "sports authority," they were easily able to expand beyond one basic cable channel to ESPN news, ESPN Deportes, ESPN the Magazine, ESPN Radio and ESPN.com. If people like your brand and think you do something better, you can charge premium prices, even for commodities, such as the $4 cup of joe at Starbucks. The benefits of a strong brand can go beyond consumers. A strong brand can help you recruit and retain staff. Wouldn't you rather work for Pixar than Disney?
Speaking of movie studios, W+K recently did the marketing for LAIKA's first full length feature film Coraline.
One of the great things about this campaign is that everything we did not only got people excited to see the movie, it also helped to build the LAIKA brand. Every chance we got we played up the hand made craftsmanship and the skills that went into making this great movie. For example, we sent out 50 hand made boxes filled with movie relics that were stamped Made in Oregon. We looked for new and interesting ways to do things, but the look and feel was always consistently hand made and true to LAIKA's values. We were not afraid to say we are Hollywood outsiders. In fact we embraced it. I think if you were paying attention you'll hopefully have an idea of who LAIKA is now and what to expect from LAIKA when the next feature comes along. Of course an Academy Award would be great way to define your brand too.
How is branding changing in this world of new media?
I think all the common sense rules still apply. You have to think of all the new media as an opportunity not as a threat. So, you ask yourself, given all these new ways to talk to consumers and to have them talk back to us, how do we fit in given our brand personality. If we really think of our brand as a person, would we have a Facebook page? Would we Twitter? How would we interact with consumers and what are we open to hearing about ourselves? How much control are we willing to give up? I recently read a great post called Top Ten Reasons Your Company Probably Shouldn't Tweet, number two was, "Every tweet has to be approved by legal." Our Oregon Tourism client decided that is was a better overall consumer experience if they allowed posts from consumers about their visits to Oregon on their site even if some didn't have a great experience. If you are really smart, you're monitoring that feedback and look at negative posts as an opportunity to improve and possibly get a consumer back. Another big mistake is to think of digital marketing and social networking as a cheap alternative to traditional media. If anything it is going to take more of your time and effort to break through and do a good job. Finally you should remember that all these new media vehicles are tools, not strategies.
Is advertising dead?
No, but sometimes it seems like it's trying to commit suicide. We know it's not dead because millions of people go out of their way to download the things we post on YouTube, and I get sent links by friends every day of some ad they loved. That said, most advertising is really bad and there is way too much of it. It might be a good idea to begin regulating it a little more. Many countries have restrictions on the where and when you can advertise. If you are out there trying to figure out how to sell ad space in some unexploited medium, please stop. Let's spend our time and effort trying to make what we already have a little better.
He is currently the Account Director on Nike Golf, LAIKA and Oregon Tourism. Taste a preview before he speaks about reinventing movie marketing and how Wieden+Kennedy used new media to sell Coraline.
Describe the difference between advertising, marketing & branding?
At it's simplest advertising is paying to communicate a message about your product or service. It differs from PR and consumer driven content in that you, the advertiser, control the message. Marketing, to go back to the text book definition, employees the four P's: Price, Place, Product and Promotion. When you are marketing a product or service you need to make sure this mix is correct. You need to have a product people want in a place they can easily buy it for the right price and you need to tell them about it or promote it. Some people say there are five P's the fifth being people. The people you employ and your customer service is an important part of the marketing mix. Branding goes beyond marketing to give your product or service a personality. The goal is for people to have an emotional connection to your product, or even become fans.
In the words of former Coke-a-Cola Marketing Director Sergio Zyman, "Everything you do communicates about your brand." So going back to the five P's, if your product costs more than its competitors you better be selling it in more high end places or like Apple controls the retail environment and create the Mac Store. You also better consider where you promote your product. I always find it strange when local jewelers advertise Rolex watches on bus sides.
Why do people spend so much time and money building brands?
One reason that is painfully obvious to us all right now, is that a strong brand helps sustain you through hard times. When the economy is bad and people are watching their money they tend to stick to the brands they know and respect. Over the years Nike has seen sales decline much less in economic hard times than other competitors. A strong brand can make it easier to move into new markets and expand. ESPN is a great example. As a "sports authority," they were easily able to expand beyond one basic cable channel to ESPN news, ESPN Deportes, ESPN the Magazine, ESPN Radio and ESPN.com. If people like your brand and think you do something better, you can charge premium prices, even for commodities, such as the $4 cup of joe at Starbucks. The benefits of a strong brand can go beyond consumers. A strong brand can help you recruit and retain staff. Wouldn't you rather work for Pixar than Disney?
Speaking of movie studios, W+K recently did the marketing for LAIKA's first full length feature film Coraline.
One of the great things about this campaign is that everything we did not only got people excited to see the movie, it also helped to build the LAIKA brand. Every chance we got we played up the hand made craftsmanship and the skills that went into making this great movie. For example, we sent out 50 hand made boxes filled with movie relics that were stamped Made in Oregon. We looked for new and interesting ways to do things, but the look and feel was always consistently hand made and true to LAIKA's values. We were not afraid to say we are Hollywood outsiders. In fact we embraced it. I think if you were paying attention you'll hopefully have an idea of who LAIKA is now and what to expect from LAIKA when the next feature comes along. Of course an Academy Award would be great way to define your brand too.
How is branding changing in this world of new media?
I think all the common sense rules still apply. You have to think of all the new media as an opportunity not as a threat. So, you ask yourself, given all these new ways to talk to consumers and to have them talk back to us, how do we fit in given our brand personality. If we really think of our brand as a person, would we have a Facebook page? Would we Twitter? How would we interact with consumers and what are we open to hearing about ourselves? How much control are we willing to give up? I recently read a great post called Top Ten Reasons Your Company Probably Shouldn't Tweet, number two was, "Every tweet has to be approved by legal." Our Oregon Tourism client decided that is was a better overall consumer experience if they allowed posts from consumers about their visits to Oregon on their site even if some didn't have a great experience. If you are really smart, you're monitoring that feedback and look at negative posts as an opportunity to improve and possibly get a consumer back. Another big mistake is to think of digital marketing and social networking as a cheap alternative to traditional media. If anything it is going to take more of your time and effort to break through and do a good job. Finally you should remember that all these new media vehicles are tools, not strategies.
Is advertising dead?
No, but sometimes it seems like it's trying to commit suicide. We know it's not dead because millions of people go out of their way to download the things we post on YouTube, and I get sent links by friends every day of some ad they loved. That said, most advertising is really bad and there is way too much of it. It might be a good idea to begin regulating it a little more. Many countries have restrictions on the where and when you can advertise. If you are out there trying to figure out how to sell ad space in some unexploited medium, please stop. Let's spend our time and effort trying to make what we already have a little better.
Tree Top Inc. Taps Functional Fruit Beverage Market with trim®
FOR IMMEDIATE RELEASE
For more information, contact:
Allison McCormick, APR or Ashley Sherrick
Conkling Fiskum & McCormick, Inc.
(503) 802-4109 / (503) 802-4115
allisonm@cfmpdx.com / ashleys@cfmpdx.com
TREE TOP TRIM ADDS NEW SLIM CANS TO ITS PRODUCT LINE
Trim, an enlightened fruit beverage, is available now in new 8-ounce cans
SELAH-Wash. – May 20, 2009 – Tree Top trim®, the only functional fruit beverage of its kind in the juice aisle, takes on a new look. Trim is now available in new, svelte 8-ounce cans at local Sam’s Club retailers.Trim, an enlightened fruit beverage, is available now in new 8-ounce cans
“Functional fruit beverages are in high demand” said Bryce Godfrey, business development director at Tree Top, Inc. “We wanted to provide our consumers with what they wanted most – a healthy fruit, low-cal, on-the-go beverage. Additionally, it is now available in a package that will conveniently fit into a tote or purse. Our new 8-ounce cans are an easy way to get a full serving of fruit and help curb your appetite, while still tasting delicious.”
In December 2008, Tree Top launched trim, the first beverage to provide one full fruit serving coupled with weight management functionality. The US Food & Drug Administration recommends that adults get at least two servings of fruit per day. Tree Top’s 8-ounce cans of trim® are the perfect way to get one of your daily fruit servings, without all of the added sugar, Pack a can of healthy tastiness in your purse or beach tote for a perfect, 60-calorie snack.
Each 8-ounce can contains:
- One Full Fruit Serving
- Fiber to make you feel full
- Chromium to promote a healthy metabolism
- L-Carnitine to help you burn fat
About Tree Top, Inc.
Tree Top is a 1,300 member, grower-owned co-operative in the heart of Washington’s apple country. For almost 50 years, we’ve produced premium, quality juices, fruit based products and ingredients that reflect our passion, attention to quality and craftsmanship. We are committed to providing wholesome, quality products at the best possible value. Tree Top is all about Real Fruit from Real People.
###
Friday, May 29, 2009
Placement Project: Lynette Xanders Founder of Wild Alchemy Gives Pro Branding Advice
You can now register with the Placement Project for $20 and learn personal branding tips from experts such as Lynette Xanders, founder of Wild Alchemy.
Lynette is an author and entrepreneur, serving both businesses and individuals in the arenas of branding and creativity. As CEO of Wild Alchemy, she has worked for many creative ad agencies and design firms on globally-recognized brands. Several years ago, she decided to use those same, proven techniques at an individual level and created the Brand You workshop.
For this small investment you can meet Xanders and learn how to market yourself like an experienced pro. Here is a preview:
What inspired you to create the Brand You workshop?
The alchemy of momentum is fundamentally the same whether it’s for brands or people. Having worked for some of the biggest and best brands in the world, I knew what worked in terms of creating a powerful position in people’s minds – yet wonderful, amazing, talented people I knew were frustrated because they lacked the same clarity. They were frustrated because they were starting a company and didn’t know how to create a brand, or they were having a difficult time finding their calling, or they were being passed over for promotion, or were looking for a job and couldn’t get noticed – and their frustration frustrated me. My desire to use a classic branding approach to people’s personal brands was out of a need to find a way to help people who deserved to be noticed and appreciated for their unique talents.
When it comes to branding yourself, what is a common struggle you see and what advice to you give?
People talk about their unique talents in terms such as ‘I’m great with people’ and their noble goals are things like ‘do unto others.’ They need to know that everyone believes they have this talent and it’s not what makes you exceptional, the things people tend to gravitate toward first are really the prices of entry for anyone in business. They need to know what gets you out of bed in the morning, what makes your heart sing and what you would throw yourself on a sword for. The essence of your brand, like any, is what you stand for, what your role is in the universe, and what’s your point of view in terms of your craft/category?
How is your approach different when working with an individual creating a personal brand vs. a company?
Even when someone is creating a new brand, there is often a product or service to wrap the brand around and a mechanism to externalize it. And a company’s brand is often based on what their customers think is true about them. So for companies, the discovery and crafting of their brand position can happen by others. For individuals, my role is to coax people into diving deep into self-discovery and asking questions that elicit what makes them tick and what story their work history tells because no one else knows this but them. They also must find unique ways to express their brand where companies have mechanisms to do so. So while branding is personal, branding an individual is intensely personal.
How do you see current technology influencing how people go about branding? Any advice?
Current technology provides an access point to tell people about you (perhaps too much), but is not enough to create a strong brand without intention. Would all the people looking at your social media communications use the same ten words to describe you? Would they use the same three? Would a potential employer looking at your Facebook/tweets, etc.? People who use social media seem to think more is better, and that awareness is commensurate with branding. However, communicating regularly does not a make a brand. It’s the focus and consistency of highlighting the common thread that runs through your point-of-view and taste that is the essence of your brand. You have to be focused for on how you want to be perceived and align everything to that perception. You have to close the loop for them without appearing disingenuous. The other huge question is how would other people know what you’re about it they’re not tapped into your online self? Many potential employers either won’t get that far or will glance briefly.
What have been some of your favorite branding projects and why?
I love to play anywhere passion reigns because where there is passion there is a tendency to have an internal and external tribe of ambassadors who wear the brand proudly as a badge. My job is to make people fall in love, and it’s easier to do that when people are already in love. Rejuvenation, Ski Washington, Virgin, Devine Paints, Doc Martens, Deschutes Brewery, Nikegoddess, and DoveLewis all come to mind as brands that were great fun to explore because of the richness their tribe brought to the party. If you think these brands are so strong they don’t have to continue to work on them, you’re wrong. A category can also be fun if it lends itself to being passion-based: beer, shoes, old homes, skiing, music, sense of accomplishment. DoveLewis is perhaps my favorite because the brand transcends the corporate ID to include the design of the new hospital, the manifesto on the side of the building, which espouses the beliefs of their employees and supporters. The focus they have in what they do, who they hire and how they talk to their constituencies. Not all animal hospitals and non-profits brand themselves in such a clear, heart-felt, authentic way.
How do you know when your brand is successful?
How do you measure that success? For both people and companies, it’s the same: when people talk lovingly about you without you initiating the conversation; when everyone talks about the brand in the same way; when people have an open preference for your brand; when they’ll pay more to have it over any other less expensive options in the category. For a person having a successful brand is knowing right away if an opportunity, client or partner is right for you based on what you know to be true about yourself and what you need to make you the best you can be.
Lynette is an author and entrepreneur, serving both businesses and individuals in the arenas of branding and creativity. As CEO of Wild Alchemy, she has worked for many creative ad agencies and design firms on globally-recognized brands. Several years ago, she decided to use those same, proven techniques at an individual level and created the Brand You workshop.
For this small investment you can meet Xanders and learn how to market yourself like an experienced pro. Here is a preview:
What inspired you to create the Brand You workshop?
The alchemy of momentum is fundamentally the same whether it’s for brands or people. Having worked for some of the biggest and best brands in the world, I knew what worked in terms of creating a powerful position in people’s minds – yet wonderful, amazing, talented people I knew were frustrated because they lacked the same clarity. They were frustrated because they were starting a company and didn’t know how to create a brand, or they were having a difficult time finding their calling, or they were being passed over for promotion, or were looking for a job and couldn’t get noticed – and their frustration frustrated me. My desire to use a classic branding approach to people’s personal brands was out of a need to find a way to help people who deserved to be noticed and appreciated for their unique talents.
When it comes to branding yourself, what is a common struggle you see and what advice to you give?
People talk about their unique talents in terms such as ‘I’m great with people’ and their noble goals are things like ‘do unto others.’ They need to know that everyone believes they have this talent and it’s not what makes you exceptional, the things people tend to gravitate toward first are really the prices of entry for anyone in business. They need to know what gets you out of bed in the morning, what makes your heart sing and what you would throw yourself on a sword for. The essence of your brand, like any, is what you stand for, what your role is in the universe, and what’s your point of view in terms of your craft/category?
How is your approach different when working with an individual creating a personal brand vs. a company?
Even when someone is creating a new brand, there is often a product or service to wrap the brand around and a mechanism to externalize it. And a company’s brand is often based on what their customers think is true about them. So for companies, the discovery and crafting of their brand position can happen by others. For individuals, my role is to coax people into diving deep into self-discovery and asking questions that elicit what makes them tick and what story their work history tells because no one else knows this but them. They also must find unique ways to express their brand where companies have mechanisms to do so. So while branding is personal, branding an individual is intensely personal.
How do you see current technology influencing how people go about branding? Any advice?
Current technology provides an access point to tell people about you (perhaps too much), but is not enough to create a strong brand without intention. Would all the people looking at your social media communications use the same ten words to describe you? Would they use the same three? Would a potential employer looking at your Facebook/tweets, etc.? People who use social media seem to think more is better, and that awareness is commensurate with branding. However, communicating regularly does not a make a brand. It’s the focus and consistency of highlighting the common thread that runs through your point-of-view and taste that is the essence of your brand. You have to be focused for on how you want to be perceived and align everything to that perception. You have to close the loop for them without appearing disingenuous. The other huge question is how would other people know what you’re about it they’re not tapped into your online self? Many potential employers either won’t get that far or will glance briefly.
What have been some of your favorite branding projects and why?
I love to play anywhere passion reigns because where there is passion there is a tendency to have an internal and external tribe of ambassadors who wear the brand proudly as a badge. My job is to make people fall in love, and it’s easier to do that when people are already in love. Rejuvenation, Ski Washington, Virgin, Devine Paints, Doc Martens, Deschutes Brewery, Nikegoddess, and DoveLewis all come to mind as brands that were great fun to explore because of the richness their tribe brought to the party. If you think these brands are so strong they don’t have to continue to work on them, you’re wrong. A category can also be fun if it lends itself to being passion-based: beer, shoes, old homes, skiing, music, sense of accomplishment. DoveLewis is perhaps my favorite because the brand transcends the corporate ID to include the design of the new hospital, the manifesto on the side of the building, which espouses the beliefs of their employees and supporters. The focus they have in what they do, who they hire and how they talk to their constituencies. Not all animal hospitals and non-profits brand themselves in such a clear, heart-felt, authentic way.
How do you know when your brand is successful?
How do you measure that success? For both people and companies, it’s the same: when people talk lovingly about you without you initiating the conversation; when everyone talks about the brand in the same way; when people have an open preference for your brand; when they’ll pay more to have it over any other less expensive options in the category. For a person having a successful brand is knowing right away if an opportunity, client or partner is right for you based on what you know to be true about yourself and what you need to make you the best you can be.
5th Row, 4th Row, 3rd Row, 2nd Row, Front Row: a Placement Project radio-style promotion
Five days left until the biggest day in a college senior's year. No, it's not Graduation Day. It's the Placement Project!
Who cares if you graduate if you have to move back home with mom and dad?
Well, the AMA has a reward for all you procrastinators: we've reduced ticket prices for the Placement Project to $20 (the equivalent of five Starbucks caramel macchiatos), and to celebrate we're promoting it old school with a 5-4-3-2-1 giveaway.
#5 - Friday
The first FIVE people to post a comment on this blog post with their name and link to their LinkedIn profile, Facebook profile, Twitter handle (you get the idea) get a FREE pass to the Placement Project.
#4 - Saturday
The first FOUR people to write on the wall of the Placement Project's Facebook event page -- when the clock changes from 11:59 a.m. to 12 p.m. (noon) -- will get a FREE pass to the Placement Project. Get to the wall through the Forward '09 Facebook Fan Page. Wall posts made before 12 p.m. (noon) will not be eligible.
#3 - Sunday
Examiner.com's Portland Job Search Strategies Columnist (and Forward '09 Committee Member) Rita Ogbeama will post an article on her online column, and the first THREE people to post a comment with their name and link to their LinkedIn profile, Facebook profile, Twitter handle (you get the idea) get a FREE pass to the Placement Project. When will she post the article? The only way to find out is to keep hitting "refresh."
#2 - Monday
Taraneh (Tara) Foster will post a discussion on the Placement Project's LinkedIn group sometime between 10 a.m. and 2 p.m. The first TWO people to comment on the discussion will get a FREE pass to the Placement Project.
#1 - Tuesday
Are you following @forward09 on Twitter? Make sure you are before #1 Tuesday because sometime between 10 a.m. and 2 p.m. a @forward09 tweet will prompt our last Placement Project giveaway: the first person to REtweet the tweet will get the final FREE pass to the Placement Project.
You have five chances to win a free pass to the most important event of 2009. Don't blow it.
Winners will be listed at the end of this blog post.
Tuesday, May 26, 2009
Travis Williams & The Love are playing at the Forward '09: Brandologie and Placement Project Joint Networking Event
Forward ’09: Brandologie and The Placement Project will come together at the end of the day for a joint networking event in the Governor’s Heritage Ballroom. Have a martini, listen to live music by Travis Williams & The Love, and rub shoulders with your next client or coworker.
More about the band:
Travis Williams is a singer/songwriter from Portland Oregon. Travis Williams' debut album is in development, enlisting the talents of former Adio Sequence member, Peter Arvidson on bass, and long time buddy Josh Clark on Lead Guitar. Together these members make up The Love Band. The album is set to release in summer 09' on Backline Records. The LP will consist of 11 songs in the styles of Pop, Soul and Blues.
Check them out at these links:
http://www.ilike.com/artist/Travis+Williams+%2526+The+Love/
http://www.twitter.com/TravisLove
http://www.myspace.com/traviswilliamslove
Monday, May 25, 2009
Forward '09 Speaker Preview: Meet Brandologist Gavin Coombes
Gavin Coombes, CEO of FutureBrand Singapore sat down with the Forward '09: Brandologie team to share his thoughts on branding.
Why did you transition from public affairs and issues management into branding?
Public Affairs is essentially the business of keeping people out of the press (versus Public Relations, which is about getting into the press.) After three years of dealing with product recalls, waste spills and government lobbying I decided that an entire career of that sort of work would basically leave me without a soul. But I did love the challenge of grappling with major issues and helping companies communicate with their audiences in a way that was honest but compelling. I did Internet marketing and CRM software/management for a while and although this was satisfying, I felt I was working on the fringes of the brand rather that at the core. My current job enables me to work at the core of the brand and deal with tricky issues along the way but without the sour taste that Public Affairs left in my mouth. I love it and I do not ever intend to do anything else.
At BRITE Asia '09 you are giving a presentation called "Being Digital by Being Human." What do you mean by that?
In a nutshell, my thesis for this presentation is that the most effective Internet marketing or digital branding is not about Flash or flash but virtual human connections. The most powerful digital brands have little or no razzle-dazzle but instead are open, honest and utilitarian. Think of Google, Amazon or Facebook. They do not hit you over the head with any big brand messaging but instead get you what you want in as short a time as possible. Further, a digital brand is inherently more democratic than a physical brand as the audience is an active participant in the development and management of the brand; they are like unpaid brand managers. It is essentially Karl Marx’s prophesy come to life in a different form; the workers control the means of production, but the factory is virtual. As the man himself once said: “All that is solid melts into air.”
What are your thoughts on brands that try to position themselves as "environmentally friendly," such as Cisco, Dow Chemical and Chevron?
It is interesting that you single out these three as they are examples of what I would call branding reef fish. A reef fish is a type of fish that swims in a school but when any one breaks away all the rest follow. I do not know which one was first to break away but somehow Cisco became The Human Network, Chevron became Human Energy and Dow became the Human Element in fairly quick succession a couple of years ago. I think it is fine to add a human dimension to your brand but these three are each a bit too literal and too close together. Plus, it is the type of brand positioning that can come back to haunt you in later life. For example, it is a bit tough to say Dow is living up to its brand when it is putting 5,000 of its human elements onto the unemployment line.
What brand "values" are important in Asian cultures, such as China or Singapore?
That is a big question and one that I will dig into at the conference itself. But essentially what separates an Asian brand from a Western one is a celebration of community rather than individuality. Asian cultures tend to celebrate the collective (family, company, city, country) rather than the individual and strive to keep often contrasting impulses (i.e. Charity vs. Status) in a state of balance and harmony. They are also very old cultures with strong ties to their respective history and traditions so the best Asian brands will take ancient ideas and motifs and bring them up to date. By contrast, Western brands tend to be built on more universal ideas and metaphors
Why did you transition from public affairs and issues management into branding?
Public Affairs is essentially the business of keeping people out of the press (versus Public Relations, which is about getting into the press.) After three years of dealing with product recalls, waste spills and government lobbying I decided that an entire career of that sort of work would basically leave me without a soul. But I did love the challenge of grappling with major issues and helping companies communicate with their audiences in a way that was honest but compelling. I did Internet marketing and CRM software/management for a while and although this was satisfying, I felt I was working on the fringes of the brand rather that at the core. My current job enables me to work at the core of the brand and deal with tricky issues along the way but without the sour taste that Public Affairs left in my mouth. I love it and I do not ever intend to do anything else.
At BRITE Asia '09 you are giving a presentation called "Being Digital by Being Human." What do you mean by that?
In a nutshell, my thesis for this presentation is that the most effective Internet marketing or digital branding is not about Flash or flash but virtual human connections. The most powerful digital brands have little or no razzle-dazzle but instead are open, honest and utilitarian. Think of Google, Amazon or Facebook. They do not hit you over the head with any big brand messaging but instead get you what you want in as short a time as possible. Further, a digital brand is inherently more democratic than a physical brand as the audience is an active participant in the development and management of the brand; they are like unpaid brand managers. It is essentially Karl Marx’s prophesy come to life in a different form; the workers control the means of production, but the factory is virtual. As the man himself once said: “All that is solid melts into air.”
What are your thoughts on brands that try to position themselves as "environmentally friendly," such as Cisco, Dow Chemical and Chevron?
It is interesting that you single out these three as they are examples of what I would call branding reef fish. A reef fish is a type of fish that swims in a school but when any one breaks away all the rest follow. I do not know which one was first to break away but somehow Cisco became The Human Network, Chevron became Human Energy and Dow became the Human Element in fairly quick succession a couple of years ago. I think it is fine to add a human dimension to your brand but these three are each a bit too literal and too close together. Plus, it is the type of brand positioning that can come back to haunt you in later life. For example, it is a bit tough to say Dow is living up to its brand when it is putting 5,000 of its human elements onto the unemployment line.
What brand "values" are important in Asian cultures, such as China or Singapore?
That is a big question and one that I will dig into at the conference itself. But essentially what separates an Asian brand from a Western one is a celebration of community rather than individuality. Asian cultures tend to celebrate the collective (family, company, city, country) rather than the individual and strive to keep often contrasting impulses (i.e. Charity vs. Status) in a state of balance and harmony. They are also very old cultures with strong ties to their respective history and traditions so the best Asian brands will take ancient ideas and motifs and bring them up to date. By contrast, Western brands tend to be built on more universal ideas and metaphors
AMA Digital Brand Strategist, Keith Gerr with Opus Creative Talks Branding
Portland's Keith Gerr is a part of this year's AMA conference Forward '09 advisory board. He is a Digital Brand Strategist with Opus Creative and shares with us his views about branding.
What does "brandologie" mean to you?
It’s an awareness and passion for all the multi-sensory goodness that brands must embody – respect the head, touch the heart, satisfy the gut.
You've been quoted as saying "there is at least as much to be learned from your detractors as from your loyalists." Why?
Understanding why people don’t like your product or service is core data that can be plowed back into R&D. Just because someone doesn’t like your brand doesn’t mean that their criticism isn’t valid or valuable. If more companies stopped drinking their home-brewed cool-aid and hung out at the public water-cooler, they’d be amazed at what they could learn.
Why did you help create MAGNET magazine? How did you develop its brand?
While in college, I was selling ad space for a local Philly music rag – The Philly Rock Guide. Increasingly, our coverage of regional bands shifted to bands from around the country. Everyone on staff (all 7 of us) thought we should publish a magazine that would be dedicated to independent musicians and record labels – hence the birth of MAGNET. At the heart of the MAGNET brand was a desire to publicize and share our thoughts on what people should be listening to. So many good artists are ignored because they’re rejected by mainstream media and retailers. I’m proud to have been a founding member of a respected, enduring independent brand.
At Opus Creative, how do you help your clients "say hello"?
This may sound funny, but I encourage them to depend less on Opus – or any agency that they work with. I encourage clients to put their voice out there – through blogs, images, videos, podcasts etc. Branded communications has its place, but more and more, the world wants the straight dope.
Live strong or Wrist strong?
Cask-strength
What does "brandologie" mean to you?
It’s an awareness and passion for all the multi-sensory goodness that brands must embody – respect the head, touch the heart, satisfy the gut.
You've been quoted as saying "there is at least as much to be learned from your detractors as from your loyalists." Why?
Understanding why people don’t like your product or service is core data that can be plowed back into R&D. Just because someone doesn’t like your brand doesn’t mean that their criticism isn’t valid or valuable. If more companies stopped drinking their home-brewed cool-aid and hung out at the public water-cooler, they’d be amazed at what they could learn.
Why did you help create MAGNET magazine? How did you develop its brand?
While in college, I was selling ad space for a local Philly music rag – The Philly Rock Guide. Increasingly, our coverage of regional bands shifted to bands from around the country. Everyone on staff (all 7 of us) thought we should publish a magazine that would be dedicated to independent musicians and record labels – hence the birth of MAGNET. At the heart of the MAGNET brand was a desire to publicize and share our thoughts on what people should be listening to. So many good artists are ignored because they’re rejected by mainstream media and retailers. I’m proud to have been a founding member of a respected, enduring independent brand.
At Opus Creative, how do you help your clients "say hello"?
This may sound funny, but I encourage them to depend less on Opus – or any agency that they work with. I encourage clients to put their voice out there – through blogs, images, videos, podcasts etc. Branded communications has its place, but more and more, the world wants the straight dope.
Live strong or Wrist strong?
Cask-strength
Tuesday, May 19, 2009
Forward '09 Speaker Preview: Mobile Branding with mobileStorm
mobileStorm's CEO and Founder, Jared Reitzin, schools us on branding for mobility.
What is "mobile marketing"?
The ability to market to anyone anywhere via mobile phones.
What does "brandologie" mean to you?
The science of branding
What is the difference between Marketing and the Science of Branding? With marketing there should be a direct response and a way to track the results of your selling efforts. Branding is harder to quantify. You might spend a lot of money to create a compelling website with images and copy that speaks to people and targets your customer base. You can see the draw you’re creating, but there is no direct correlation to revenue. With marketing you should have a call to action: I have a database, I’m sending out x amount of emails or SMS messages. I’m able to track these efforts and generate a certain amount of revenue. There is a direct correlation with what you spend and the results you see. You should really be able to calculate your ROI.
Why do you think mobile coupons are taking off?
Everyone wants a deal in this economy. Coupons have historically been a great way to drive sales. Couponing isn't a new concept but when you can offer someone a coupon to come in and get 10% off at lunch 10 minutes before their lunch break, that is very powerful and chances are you will get their business. And since mobile coupons are digital, you are saving a tree. Everyone wins.
How can mobileStorm help other companies build their brand identity through mobile marketing?
Like any other channel we’ve taken the approach that business needs to have multiple channels, one size doesn’t fit all. There are different demographics, age groups, genders and cultures. In some cases direct mail really works, in other cases it fails miserably. Younger demographics are going through social or text messaging channels. So providing multiple ways to communicate to various groups and demographics in a mobile storm is the way to go. Each channel has its own benefits and its own types of returns, but make sure you’re using multiple channels.
How can organizations embrace mobile marketing on a shoe-string budget?
There are companies out there like mobileStorm who have invested in the infrastructure to make mobile marketing an inexpensive and turnkey proposition. It’s easy enough now that within minutes you could be promoting a short code and keyword for less than $100 per month.
How is the current economy effecting your market?
We’re in a great recession proof industry and you can’t stop marketing from happening. What’s the old saying, 80% of business is done through your existing customer base and it costs twice as much money to obtain new customers. So you have people wanting to build databases and market to them, with mobile marketing you’re saving money to market to your existing customer base and tracking the results of your investments.
You were 22 when you started mobileStorm. How has your personal brand changed over the years as you've gotten older and more established?
I created jaredreitzin.com as a way to tell my stories and help entrepreneurs. I believe this site has really helped increase my personal brand and established me as a small business entrepreneur. The one thing I do know as the years go by is that there is still a lot more to learn, but I just love business. I am a scholar of it.
More about Jared Reitzin
Jared’s website
LinkedIn profile
Jared’s digital marketing blog
Jared’s video on Vator.TV
Crunchbase profile
Facebook profile
What is "mobile marketing"?
The ability to market to anyone anywhere via mobile phones.
What does "brandologie" mean to you?
The science of branding
What is the difference between Marketing and the Science of Branding? With marketing there should be a direct response and a way to track the results of your selling efforts. Branding is harder to quantify. You might spend a lot of money to create a compelling website with images and copy that speaks to people and targets your customer base. You can see the draw you’re creating, but there is no direct correlation to revenue. With marketing you should have a call to action: I have a database, I’m sending out x amount of emails or SMS messages. I’m able to track these efforts and generate a certain amount of revenue. There is a direct correlation with what you spend and the results you see. You should really be able to calculate your ROI.
Why do you think mobile coupons are taking off?
Everyone wants a deal in this economy. Coupons have historically been a great way to drive sales. Couponing isn't a new concept but when you can offer someone a coupon to come in and get 10% off at lunch 10 minutes before their lunch break, that is very powerful and chances are you will get their business. And since mobile coupons are digital, you are saving a tree. Everyone wins.
How can mobileStorm help other companies build their brand identity through mobile marketing?
Like any other channel we’ve taken the approach that business needs to have multiple channels, one size doesn’t fit all. There are different demographics, age groups, genders and cultures. In some cases direct mail really works, in other cases it fails miserably. Younger demographics are going through social or text messaging channels. So providing multiple ways to communicate to various groups and demographics in a mobile storm is the way to go. Each channel has its own benefits and its own types of returns, but make sure you’re using multiple channels.
How can organizations embrace mobile marketing on a shoe-string budget?
There are companies out there like mobileStorm who have invested in the infrastructure to make mobile marketing an inexpensive and turnkey proposition. It’s easy enough now that within minutes you could be promoting a short code and keyword for less than $100 per month.
How is the current economy effecting your market?
We’re in a great recession proof industry and you can’t stop marketing from happening. What’s the old saying, 80% of business is done through your existing customer base and it costs twice as much money to obtain new customers. So you have people wanting to build databases and market to them, with mobile marketing you’re saving money to market to your existing customer base and tracking the results of your investments.
You were 22 when you started mobileStorm. How has your personal brand changed over the years as you've gotten older and more established?
I created jaredreitzin.com as a way to tell my stories and help entrepreneurs. I believe this site has really helped increase my personal brand and established me as a small business entrepreneur. The one thing I do know as the years go by is that there is still a lot more to learn, but I just love business. I am a scholar of it.
More about Jared Reitzin
Jared’s website
LinkedIn profile
Jared’s digital marketing blog
Jared’s video on Vator.TV
Crunchbase profile
Facebook profile
Friday, May 15, 2009
Mixin' It Up - Integrating Search and Social Media into your Marketing Mix
Marketing has grown leaps and bounds with the onset of search engine marketing (SEM) and social media marketing (SMM). Gone are the times of relying solely on traditional marketing methods. For those outside of the marketing realm, Kent Lewis, of Anvil Media, Inc., describes traditional marketing as “corporate and agency-driven messaging, broadcast in a one-to-many fashion, over long-lead, expensive and difficult-to-measure media.”
For comparison purposes, he states, “online/interactive marketing may utilize a collaborative message development platform with two-way conversations, and provides a real-time, cost-effective and measurable media format.”
The question now is how does one incorporate SEM and SMM into the traditional marketing mix? The five areas looked into include search engine optimization (SEO), pay-per-click (PPC), social media marketing (SMM), online reputation management (ORM) and measurement/analytics. For further enlightenment, read the full article here.
Now that you're all squared away with the concept of social media and its advantages, my guess is you're wondering how to take those elements and create a successful social media marketing campaign. Never fear! Lewis has gathered some pointers for interested parties. In his article he mentions how 3 steps, 1) Monitor & Measure, 2) Create & Communicate and 3) Engage & Empower, can ensure your social media marketing efforts stay focused and relevant.
For comparison purposes, he states, “online/interactive marketing may utilize a collaborative message development platform with two-way conversations, and provides a real-time, cost-effective and measurable media format.”
The question now is how does one incorporate SEM and SMM into the traditional marketing mix? The five areas looked into include search engine optimization (SEO), pay-per-click (PPC), social media marketing (SMM), online reputation management (ORM) and measurement/analytics. For further enlightenment, read the full article here.
Now that you're all squared away with the concept of social media and its advantages, my guess is you're wondering how to take those elements and create a successful social media marketing campaign. Never fear! Lewis has gathered some pointers for interested parties. In his article he mentions how 3 steps, 1) Monitor & Measure, 2) Create & Communicate and 3) Engage & Empower, can ensure your social media marketing efforts stay focused and relevant.
Thursday, May 14, 2009
Making the Most of Social Media
With so much going on in the realm of social media, it's becoming increasingly more difficult to manage the myriad of profiles. But, are you really getting the most out of them? Or do you even realize the value you can obtain from them? Kent Lewis, our resident optimization expert, has given numerous presentations surrounding the topic of social media and says he’s “been surprised at the number of blank stares from crowds…” as he promotes the value of LinkedIn and Twitter.
Why focus solely on these two tools? “The reason is that I believe they are and will continue to be the most powerful of the social media platforms for marketing and reputation management for individuals, executives and companies alike. Both can be set up for free within minutes, and have the opportunity to significantly increase your visibility and credibility, even if you're a social media dimwit,” Lewis explains.
While many business professionals have LinkedIn profiles, they’ve barely touched the tip of the ice burg when it comes to personal branding and optimizing their accounts, and most have never heard of Twitter, let alone have an account. Interested in learning more about how to bolster your online presence? Click here to access Kent's in depth article.
Why focus solely on these two tools? “The reason is that I believe they are and will continue to be the most powerful of the social media platforms for marketing and reputation management for individuals, executives and companies alike. Both can be set up for free within minutes, and have the opportunity to significantly increase your visibility and credibility, even if you're a social media dimwit,” Lewis explains.
While many business professionals have LinkedIn profiles, they’ve barely touched the tip of the ice burg when it comes to personal branding and optimizing their accounts, and most have never heard of Twitter, let alone have an account. Interested in learning more about how to bolster your online presence? Click here to access Kent's in depth article.
Tuesday, May 12, 2009
Forward '09 Speaker Preview: Mike Sommers with KickApps
Mike Sommers is the Senior Vice President of Product Management with KickApps, a leading social media platform company. KickApps offers a "Social Graph Operating System" and a suite of social networking and user generated content applications that plug into it. Get a taste of what Mike has to say and register for the conference to meet him in person.
What does "brandologie" mean to you? "Change we can believe in" or "Yes we can"?
“Yes we can,” for sure! Doesn’t that make you feel like you are in control of your own destiny? That you are personally involved in the challenges and the successes that lie ahead? As a brand, aligning your interests with the interests of your customers is key!
What does KickApps mean by a "Social Graph EngineTM"?
The "Social Graph" is generally defined as a representation of a person's online identity, activity and relationship to other people, media and ideas.
Different social graphs are designed to create and collect different types of data. Facebook, MySpace and Google social graphs are fed with data collected from those general purpose social networking portals. By contrast, KickApps Social Graphs are designed to collect contextual data that is specific to each of our customers’ audience, content and activities.
By deploying KickApps, you will create a social graph of your site's audience. This data is associated with your users’ registration, public and private profiles, commenting around editorial and user-generated content, media tags, friend and group relationships and all other site activities. The net result is a deeper understanding of your audience, enabling you to deliver more intelligent content, ads, and other things, based on the nature of your business and your relationship with visitors to your web site.
How do you get people to participate in a social networking application for a company like Kraft?
How you get people to participate in any social network is totally dependent on objectives of the brand. Are you trying to generate page views? Are you trying to learn about (or influence) your customers’ buying habits? Are you trying to provide tech support in an open forum? Are you trying to sell them a new product? Are you trying to get them to vote for you? Each of these objectives requires a slightly different approach in terms of getting people to engage with your brand online. Also you have to consider the online behaviors and habits of your customers. Are they tech savvy? Are they on Facebook and Twitter? Once you’ve answered these questions you are most of the way to figuring out how to reach these people and get them to do things for you using the social media tools that are at their disposal today.
Both the Obama and McCain campaigns had social networking applications. How do you think this will impact future political campaigns?
KickApps actually powered John McCain’s social network at www.mccainspace.com during the 2008 campaign, so I have quite a bit of insight into just how powerful social media can be in terms of connecting with and energizing a constituency during a presidential campaign. That said, I don’t think social media is going to change anything fundamentally in our political structure. Really, what social media brings to the table is a few more tools that politicians can use to connect with their constituents, and vice versa. If it’s true that a politician’s main purpose in life is to serve the needs of their constituents, I can’t think of a better time to be a politician than right now… it’s so easy be connected to (and informed by!) the people that support you.
To learn more about Mike Sommers:
http://www.mikesommers.com/
http://www.linkedin.com/in/mikesommers
http://odeo.com/episodes/23736905-Mike-Sommers-KickApps-com-SVP-Prod-Dev-All-About-Web-2-0-Development
http://www.crunchbase.com/person/mike-sommers
What does "brandologie" mean to you? "Change we can believe in" or "Yes we can"?
“Yes we can,” for sure! Doesn’t that make you feel like you are in control of your own destiny? That you are personally involved in the challenges and the successes that lie ahead? As a brand, aligning your interests with the interests of your customers is key!
What does KickApps mean by a "Social Graph EngineTM"?
The "Social Graph" is generally defined as a representation of a person's online identity, activity and relationship to other people, media and ideas.
Different social graphs are designed to create and collect different types of data. Facebook, MySpace and Google social graphs are fed with data collected from those general purpose social networking portals. By contrast, KickApps Social Graphs are designed to collect contextual data that is specific to each of our customers’ audience, content and activities.
By deploying KickApps, you will create a social graph of your site's audience. This data is associated with your users’ registration, public and private profiles, commenting around editorial and user-generated content, media tags, friend and group relationships and all other site activities. The net result is a deeper understanding of your audience, enabling you to deliver more intelligent content, ads, and other things, based on the nature of your business and your relationship with visitors to your web site.
How do you get people to participate in a social networking application for a company like Kraft?
How you get people to participate in any social network is totally dependent on objectives of the brand. Are you trying to generate page views? Are you trying to learn about (or influence) your customers’ buying habits? Are you trying to provide tech support in an open forum? Are you trying to sell them a new product? Are you trying to get them to vote for you? Each of these objectives requires a slightly different approach in terms of getting people to engage with your brand online. Also you have to consider the online behaviors and habits of your customers. Are they tech savvy? Are they on Facebook and Twitter? Once you’ve answered these questions you are most of the way to figuring out how to reach these people and get them to do things for you using the social media tools that are at their disposal today.
Both the Obama and McCain campaigns had social networking applications. How do you think this will impact future political campaigns?
KickApps actually powered John McCain’s social network at www.mccainspace.com during the 2008 campaign, so I have quite a bit of insight into just how powerful social media can be in terms of connecting with and energizing a constituency during a presidential campaign. That said, I don’t think social media is going to change anything fundamentally in our political structure. Really, what social media brings to the table is a few more tools that politicians can use to connect with their constituents, and vice versa. If it’s true that a politician’s main purpose in life is to serve the needs of their constituents, I can’t think of a better time to be a politician than right now… it’s so easy be connected to (and informed by!) the people that support you.
To learn more about Mike Sommers:
http://www.mikesommers.com/
http://www.linkedin.com/in/mikesommers
http://odeo.com/episodes/23736905-Mike-Sommers-KickApps-com-SVP-Prod-Dev-All-About-Web-2-0-Development
http://www.crunchbase.com/person/mike-sommers
Content Perspectives with Evanta's Director of Content Development
Portland's AMA Advisory Board member, Meredyth Jensen, Director of Content Development with Evanta sat down with the Forward '09 Brandologie Conference communications team to chat about her pespectives regarding branding.
What does "brandologie" mean to you?
"Brandologie" means knowing your customer in the broader context of their life. Knowing what drives their values, passions and goals. Understanding what triggers and directs their purchasing decisions.
How does branding in the public sector differ from the private sector?
Whether you work in the public or private sector there may be different strategies and tactics to brand-building but at the end of the day, it's still the same thing: a brand is a promise.
Which would you rather have: US dollars or Disney dollars?
Neither. I'd rather have Euros.
What's your favorite "West Wing" episode?
Episode 1. Aaron Sorkin's ground-breaking pilot script sets the tone for what may arguably be the most compelling TV series ever written.
What's it like to do marketing in Transylvania?
Marketing in post-Communist Romania was a huge education. For starters, the Transylvanian Alps (Carpathian Mountains) are grossly underrated.
You like cupcakes. Who makes a better red velvet cupcake: Saint Cupcake or Cupcake Jones?
Sadly, the cupcakes in Portland can't compare to the delicious red velvets I used to get at Buttercup Bake Shop when I lived in NYC.
To Learn More about Meredyth Jensen:
http://www.linkedin.com/pub/6/a16/b14
http://www.facebook.com/people/Meredyth-Jensen/743124403
http://www.utexas.edu/news/2000/11/13/nr_competition/
What does "brandologie" mean to you?
"Brandologie" means knowing your customer in the broader context of their life. Knowing what drives their values, passions and goals. Understanding what triggers and directs their purchasing decisions.
How does branding in the public sector differ from the private sector?
Whether you work in the public or private sector there may be different strategies and tactics to brand-building but at the end of the day, it's still the same thing: a brand is a promise.
Which would you rather have: US dollars or Disney dollars?
Neither. I'd rather have Euros.
What's your favorite "West Wing" episode?
Episode 1. Aaron Sorkin's ground-breaking pilot script sets the tone for what may arguably be the most compelling TV series ever written.
What's it like to do marketing in Transylvania?
Marketing in post-Communist Romania was a huge education. For starters, the Transylvanian Alps (Carpathian Mountains) are grossly underrated.
You like cupcakes. Who makes a better red velvet cupcake: Saint Cupcake or Cupcake Jones?
Sadly, the cupcakes in Portland can't compare to the delicious red velvets I used to get at Buttercup Bake Shop when I lived in NYC.
To Learn More about Meredyth Jensen:
http://www.linkedin.com/pub/6/a16/b14
http://www.facebook.com/people/Meredyth-Jensen/743124403
http://www.utexas.edu/news/2000/11/13/nr_competition/
Friday, May 8, 2009
This Week's Top Tweets
RT @OregonBusiness: new column to help sm biz Steve Strauss, author of Small Business Bible & USAToday blogger. http://tinyurl.com/o39wza
less than a minute ago from TweetDeck
RT @KGWNews: PDX Commissioner Nick Fish says City Hall will provide what local businesses don't donate to save concerts. http://tr.im/kz10
2 minutes ago from TweetDeck
RT hey @jessicalegg: that doesn't sound right... @OregonianBiz: Bush Garden closes; blames recession, construction http://tinyurl.com/q7am9m
3 minutes ago from TweetDeck
RT @socialmedia2day: Do U Tweet The Elite..Make The Connection or Get The Rejection..Master The Possibilites of Influence http://tr.im/kPVg
4 minutes ago from TweetDeck
RT @socialmedia2day: Brad Feld on How to Raise Capital as a First Time Entrepreneur http://tr.im/kSx9
5 minutes ago from TweetDeck
RT @OregonianBiz: LaCrosse Footwear to buy eco-friendly startup http://tinyurl.com/q3wtw6
5 minutes ago from TweetDeck
RT is this why the FB app sucks? @socialmedia2day: Apple Destroys iPhone Apps credibility By Encouraging Bad Ratings http://tr.im/kSQb
6 minutes ago from TweetDeck
#brandologie speaker Jody Turner is blogging for Fast Company! Check it out: http://bit.ly/fNRxm
about 22 hours ago from TweetDeck
RT @heatherhuhman: Public relations internship in CA: http://tinyurl.com/ctjyao #PRintern
3:52 PM May 7th from TweetDeck
RT @socialmedia2day: What happens when social media meets multiculturalism? Tac Anderson has a cautionary tale. http://tr.im/ktRG
5:54 PM May 4th from TweetDeck
RT @OregonianBiz: Career Fair at Convention Center http://tinyurl.com/ctre6n
5:54 PM May 4th from TweetDeck
RT @OregonianBiz: Family leave mandate clears Oregon House http://twurl.nl/0hvycr
2:10 PM May 4th from TweetDeck
RT @OregonBusiness: Southern Ore.'s wine industry is maturing like a fine pinot noir... http://tinyurl.com/ct7dwz
2:10 PM May 4th from TweetDeck
RT @OregonianBiz: Gates Foundation gives grants to 'out-of-the-box' ideas http://tinyurl.com/cw4ur6
2:09 PM May 4th from TweetDeck
RT @robindoussard: We've launched a new columnist to help small business, and I'd like more people... http://tinyurl.com/cuoph3
2:08 PM May 4th from TweetDeck
RT @socialmedia2day: Y would U choose 2 join or leave a social network? I am writing a piece on Social Network migration http://tr.im/ksEb
2:07 PM May 4th from TweetDeck
RT @socialmedia2day: B2B Social Media Leads and Efficiency: Many professionals don’t realize the significance of social... http://tr.im/ksEd
2:05 PM May 4th from TweetDeck
less than a minute ago from TweetDeck
RT @KGWNews: PDX Commissioner Nick Fish says City Hall will provide what local businesses don't donate to save concerts. http://tr.im/kz10
2 minutes ago from TweetDeck
RT hey @jessicalegg: that doesn't sound right... @OregonianBiz: Bush Garden closes; blames recession, construction http://tinyurl.com/q7am9m
3 minutes ago from TweetDeck
RT @socialmedia2day: Do U Tweet The Elite..Make The Connection or Get The Rejection..Master The Possibilites of Influence http://tr.im/kPVg
4 minutes ago from TweetDeck
RT @socialmedia2day: Brad Feld on How to Raise Capital as a First Time Entrepreneur http://tr.im/kSx9
5 minutes ago from TweetDeck
RT @OregonianBiz: LaCrosse Footwear to buy eco-friendly startup http://tinyurl.com/q3wtw6
5 minutes ago from TweetDeck
RT is this why the FB app sucks? @socialmedia2day: Apple Destroys iPhone Apps credibility By Encouraging Bad Ratings http://tr.im/kSQb
6 minutes ago from TweetDeck
#brandologie speaker Jody Turner is blogging for Fast Company! Check it out: http://bit.ly/fNRxm
about 22 hours ago from TweetDeck
RT @heatherhuhman: Public relations internship in CA: http://tinyurl.com/ctjyao #PRintern
3:52 PM May 7th from TweetDeck
RT @socialmedia2day: Like sand through an hourglass? Karen Post on The Ageless Entrepreneur. http://tr.im/kK1z
9:43 AM May 7th from TweetDeck
9:43 AM May 7th from TweetDeck
The Boston Globe gets to stay in print. Anybody else think it's weird the NYT co owns the globe, @nytimes & about.com? http://bit.ly/pxuye
9:41 AM May 7th from TweetDeck
9:41 AM May 7th from TweetDeck
RT @socialmedia2day: What happens when social media meets multiculturalism? Tac Anderson has a cautionary tale. http://tr.im/ktRG
5:54 PM May 4th from TweetDeck
RT @OregonianBiz: Career Fair at Convention Center http://tinyurl.com/ctre6n
5:54 PM May 4th from TweetDeck
RT @OregonianBiz: Family leave mandate clears Oregon House http://twurl.nl/0hvycr
2:10 PM May 4th from TweetDeck
RT @OregonBusiness: Southern Ore.'s wine industry is maturing like a fine pinot noir... http://tinyurl.com/ct7dwz
2:10 PM May 4th from TweetDeck
RT @OregonianBiz: Gates Foundation gives grants to 'out-of-the-box' ideas http://tinyurl.com/cw4ur6
2:09 PM May 4th from TweetDeck
RT @robindoussard: We've launched a new columnist to help small business, and I'd like more people... http://tinyurl.com/cuoph3
2:08 PM May 4th from TweetDeck
RT @socialmedia2day: Y would U choose 2 join or leave a social network? I am writing a piece on Social Network migration http://tr.im/ksEb
2:07 PM May 4th from TweetDeck
RT @socialmedia2day: B2B Social Media Leads and Efficiency: Many professionals don’t realize the significance of social... http://tr.im/ksEd
2:05 PM May 4th from TweetDeck
Social Media Week in Review
Erika Kirkland our social media follower gives her .02 regarding Social Media for this week's Week in Review:
I frequently find myself falling into the void that is social media, in particular Twitter. I think it’s because it’s short, sweet and to the point, very much like myself. Even after not being a part of it for a day, I find myself floating around looking for articles I might have missed, but I also notice a day away makes me more susceptible to random tweets. I usually try to balance between RT’ing articles, but I also tend to ramble on about nothing in particular. The latter I’m sure is a Twitter “don’t.” Anyway, I found this post to be particularly interesting, as I’ve been trying to cope with climbing out of the vortex, and it provides some insight on how to do just that:
http://www.twitip.com/how-to-avoid-making-twitter-a-procrastination-tool/
This post I found interesting as it seems to state the obvious, but it’s a topic I feel most people taking on the social media endeavor forget about at times, you need to like who you are:
http://www.conversationagent.com/2009/05/you-need-to-like-who-you-are.html
It applies to the same scenario while looking for a job; you need to be confident in yourself, which goes hand-in-hand with liking who you are. Otherwise, you’re screwed. People are a lot more transparent than you’d think, a lesson I’m still learning.
With social media raging forward at a pace that is almost overwhelming to keep up with, I think this article is quite pertinent to building your online presence:
http://tiffanymonhollon.com/blog/2009/05/08/personal-branding-pr-social-media-debate/
Just one more post about personal branding, will it survive into Web3.0?:
http://www.conversationagent.com/2009/04/will-personal-brands-be-in-in-web-30.html
I frequently find myself falling into the void that is social media, in particular Twitter. I think it’s because it’s short, sweet and to the point, very much like myself. Even after not being a part of it for a day, I find myself floating around looking for articles I might have missed, but I also notice a day away makes me more susceptible to random tweets. I usually try to balance between RT’ing articles, but I also tend to ramble on about nothing in particular. The latter I’m sure is a Twitter “don’t.” Anyway, I found this post to be particularly interesting, as I’ve been trying to cope with climbing out of the vortex, and it provides some insight on how to do just that:
http://www.twitip.com/how-to-avoid-making-twitter-a-procrastination-tool/
This post I found interesting as it seems to state the obvious, but it’s a topic I feel most people taking on the social media endeavor forget about at times, you need to like who you are:
http://www.conversationagent.com/2009/05/you-need-to-like-who-you-are.html
It applies to the same scenario while looking for a job; you need to be confident in yourself, which goes hand-in-hand with liking who you are. Otherwise, you’re screwed. People are a lot more transparent than you’d think, a lesson I’m still learning.
With social media raging forward at a pace that is almost overwhelming to keep up with, I think this article is quite pertinent to building your online presence:
http://tiffanymonhollon.com/blog/2009/05/08/personal-branding-pr-social-media-debate/
Just one more post about personal branding, will it survive into Web3.0?:
http://www.conversationagent.com/2009/04/will-personal-brands-be-in-in-web-30.html
Friday, May 1, 2009
Week In Review: 4/25-5/1
Throughout the week, committee members find interesting links and post them to our various social media platforms. At the end of the week, we include them in a blog post. We encourage you to add any interesting links you’ve found through the comments tool.
Taraneh Foster recommends:
RT @YahooBrett 60% Of Twitter Users Quit After A Month: Oprah isn't the only new user already bored with Twitter. http://tinyurl.com/cqyrur
7:50 PM Apr 28th from TweetDeck
Erika Kirkland recommends:
Ten Tips for Marketing Job-Seekers 2009
http://blog.hubspot.com/blog/tabid/6307/bid/4707/Ten-Tips-for-Marketing-Job-Seekers-in-the-Class-of-2009.aspx
Jobless? Get Noticed in New Economy
http://www.npr.org/templates/story/story.php?storyId=103613245
Rita Ogbeama recommends:
Dan Schawbel is the leading personal branding expert for Gen-Y. He is the author of Me 2.0: Build a Powerful Brand to Achieve Career Success (Kaplan, April 09), as well as the publisher of both the award winning Personal Branding Blog and Personal Branding Magazine. http://personalbrandingblog.com/
Jenn Lackey recommends:
The Shiny Green Button, a blog focusing on brands, communications and sustainability managed by AHA! Alling Henning Associates, Inc. This is a company with a team of stellar writers with keen eyes toward strategy and creativity focusing on business communications.
http://shinygreenbutton.com/
Taraneh Foster recommends:
RT @YahooBrett 60% Of Twitter Users Quit After A Month: Oprah isn't the only new user already bored with Twitter. http://tinyurl.com/cqyrur
7:50 PM Apr 28th from TweetDeck
Erika Kirkland recommends:
Ten Tips for Marketing Job-Seekers 2009
http://blog.hubspot.com/blog/tabid/6307/bid/4707/Ten-Tips-for-Marketing-Job-Seekers-in-the-Class-of-2009.aspx
Jobless? Get Noticed in New Economy
http://www.npr.org/templates/story/story.php?storyId=103613245
Rita Ogbeama recommends:
Dan Schawbel is the leading personal branding expert for Gen-Y. He is the author of Me 2.0: Build a Powerful Brand to Achieve Career Success (Kaplan, April 09), as well as the publisher of both the award winning Personal Branding Blog and Personal Branding Magazine. http://personalbrandingblog.com/
Jenn Lackey recommends:
The Shiny Green Button, a blog focusing on brands, communications and sustainability managed by AHA! Alling Henning Associates, Inc. This is a company with a team of stellar writers with keen eyes toward strategy and creativity focusing on business communications.
http://shinygreenbutton.com/
Monday, April 20, 2009
Branding: The Three-dimensional Point
When I decided to get involved with the AMA for this year’s forward ‘09 Brandologie conference, I didn’t spend a whole lot of time pontificating about branding. I’m one of those people that think it’s easy to be confused between branding, marketing and advertising. Unless you have a reason to stop and ask what differentiates the three, it’s easy to think they’re all the same.
However, I’m not here to bore you with evolving definitions. Having the opportunity to work on this project and talk with some of the stellar branding experts speaking at the Forward '09 conference June 3rd, one theme that repeatedly sticks out, I think is worth sharing:
More than ever branding is three-dimensional thanks to technology. But you’re only as good as your weakest link, no matter how you differentiate or define branding, advertising and marketing. It’s all connected. Each channel depends on the other to be successful.
Illustrating how interconnected branding has become, Ken Smith, Account Director with Wieden + Kennedy, spoke to us about new media and how it offers a way to monitor valuable feed back, which wasn’t available until now. “You have to think of all the new media as an opportunity, not as a threat. Ask yourself, given all the new ways to talk to consumers and to have them talk back to us, how do we fit in given our brand personality? If we really think of our brand as a person, would we have a facebook page? Would we twitter? How would we interact with consumers and what are we open to hearing about ourselves? How much control are we willing to give up?”
Smith continues, “I recently read a great post called Top Ten Reasons Your Company Probably Shouldn't Tweet. Number two was, ‘Every tweet has to be approved by legal.’ Our Oregon Tourism client decided that is was a better overall consumer experience if they allowed posts from consumers about their visits to Oregon on their site, even if some didn't have a great experience. If you are really smart, you're monitoring that feedback and looking at negative posts as an opportunity to improve and possibly win a consumer back.”
The example used earlier in our Forward ’09 March 24th Brandologie blog supports Smith’s point. Don’t judge too quickly. We won’t, shows how Americaquest Mortgage missed the mark when it didn’t incorporate the You Tube factor during its Super Bowl advertising. I think it’s safe to say the ads hit the money for being cynical and funny targeting Gen Xers who want to position their investments to bounce back from beleaguered financial markets. But as the blog post argues, Americaquest lost the opportunity for interactive feedback when it didn’t use new media as a branding tool.
Jared Reitzin, CEO and Founder, mobileStorm is helping companies build their brands via mobile marketing. He talked about how advertisers can embrace mobility to sync with their client’s brand strategies. With digital marketing Reitzin says advertisers have the opportunity to create an interactive experience and easily track results. “Instead of just throwing up a billboard with an image and copy, throw up a billboard and ask your audience to access a digital coupon or respond to a poll. You can text reply with your email address and we’ll send detail information about a product or service,” says Reitzin. “I can track how many people have been to my website, how many people have downloaded a [digital] coupon, how many have responded to an email or text message.”
I think Reitzin said it best when put simply, “Text is key to the short word now.”
If you’re interested to learn more from our speakers and sharpen your branding chops, stay tuned to our Brandologie blog. We’ll continue to post full interviews from the speakers who will showcase their expertise at the Forward ’09 event June 3rd. But these are just a tease. If you want the full deal, attend the conference and register.
However, I’m not here to bore you with evolving definitions. Having the opportunity to work on this project and talk with some of the stellar branding experts speaking at the Forward '09 conference June 3rd, one theme that repeatedly sticks out, I think is worth sharing:
More than ever branding is three-dimensional thanks to technology. But you’re only as good as your weakest link, no matter how you differentiate or define branding, advertising and marketing. It’s all connected. Each channel depends on the other to be successful.
Illustrating how interconnected branding has become, Ken Smith, Account Director with Wieden + Kennedy, spoke to us about new media and how it offers a way to monitor valuable feed back, which wasn’t available until now. “You have to think of all the new media as an opportunity, not as a threat. Ask yourself, given all the new ways to talk to consumers and to have them talk back to us, how do we fit in given our brand personality? If we really think of our brand as a person, would we have a facebook page? Would we twitter? How would we interact with consumers and what are we open to hearing about ourselves? How much control are we willing to give up?”
Smith continues, “I recently read a great post called Top Ten Reasons Your Company Probably Shouldn't Tweet. Number two was, ‘Every tweet has to be approved by legal.’ Our Oregon Tourism client decided that is was a better overall consumer experience if they allowed posts from consumers about their visits to Oregon on their site, even if some didn't have a great experience. If you are really smart, you're monitoring that feedback and looking at negative posts as an opportunity to improve and possibly win a consumer back.”
The example used earlier in our Forward ’09 March 24th Brandologie blog supports Smith’s point. Don’t judge too quickly. We won’t, shows how Americaquest Mortgage missed the mark when it didn’t incorporate the You Tube factor during its Super Bowl advertising. I think it’s safe to say the ads hit the money for being cynical and funny targeting Gen Xers who want to position their investments to bounce back from beleaguered financial markets. But as the blog post argues, Americaquest lost the opportunity for interactive feedback when it didn’t use new media as a branding tool.
Jared Reitzin, CEO and Founder, mobileStorm is helping companies build their brands via mobile marketing. He talked about how advertisers can embrace mobility to sync with their client’s brand strategies. With digital marketing Reitzin says advertisers have the opportunity to create an interactive experience and easily track results. “Instead of just throwing up a billboard with an image and copy, throw up a billboard and ask your audience to access a digital coupon or respond to a poll. You can text reply with your email address and we’ll send detail information about a product or service,” says Reitzin. “I can track how many people have been to my website, how many people have downloaded a [digital] coupon, how many have responded to an email or text message.”
I think Reitzin said it best when put simply, “Text is key to the short word now.”
If you’re interested to learn more from our speakers and sharpen your branding chops, stay tuned to our Brandologie blog. We’ll continue to post full interviews from the speakers who will showcase their expertise at the Forward ’09 event June 3rd. But these are just a tease. If you want the full deal, attend the conference and register.
Monday, April 13, 2009
Last Day to Register with the Early Bird Rate
Save your cash and attend Forward '09: Brandologie June 3rd. Early Bird rates apply through April 14, 2009.
Early Bird Member - $179
Early Bird Non-Member - $209
Regular Member - $199
Regular Non-Member - $229
http://www.forwardama.com/register/
Early Bird Member - $179
Early Bird Non-Member - $209
Regular Member - $199
Regular Non-Member - $229
http://www.forwardama.com/register/
Monday, April 6, 2009
Preview Forward '09 Brandologie Speaker Tim Stock with Scenario DNA
Meet Tim Stock, Partner and Managing Director of scenarioDNA, a brand planning think tank launched in 2001. scenarioDNA bridges the gap between research and planning, showing how branding can interact better with consumers.
What does "brandologie" mean to you?
The studies unique to a brand. Within the "ologie," just as in any science, there are endless layers to peel and slice. The eureka moment comes when you find the thread that links it all together.
Lizzie McGuire or Hannah Montana?
Neither. iCarly. We've got issues with Lizzie and Hanna in our house.Usually watched while goldfarming Webkinz dollars for my 7 year old.
Why do you refer to Gen Ys as "the Transformer Generation"?
They're both conceived in America, inspired by Asia, they shift their identities and they travel in packs. They're subculture living among us. More than meets the eye.
Why do you classify scenarioDNA as a "brand planning think tank"?
Because Brain Box doesn't exactly float off the lips. Now, seriously: Because we plan. We think. We go beyond the research. You can't believe what people tell you.
What was your response to the Hulu Superbowl ad with Alec Baldwin?
I think it's good to get ahead of the game and address the critics before they speak. And in a clever way that showcases the value of the content. And who doesn't love Alec Baldwin? Well, maybe I can think of one person.
To learn more about Tim Stock:
http://www.timstock.net/
http://www.linkedin.com/in/timstock
http://brandnoise.typepad.com/
http://accountplan.ning.com/profile/timstock
Parsons Professor profile
http://api.twitter.com/timstock
What does "brandologie" mean to you?
The studies unique to a brand. Within the "ologie," just as in any science, there are endless layers to peel and slice. The eureka moment comes when you find the thread that links it all together.
Lizzie McGuire or Hannah Montana?
Neither. iCarly. We've got issues with Lizzie and Hanna in our house.Usually watched while goldfarming Webkinz dollars for my 7 year old.
Why do you refer to Gen Ys as "the Transformer Generation"?
They're both conceived in America, inspired by Asia, they shift their identities and they travel in packs. They're subculture living among us. More than meets the eye.
Why do you classify scenarioDNA as a "brand planning think tank"?
Because Brain Box doesn't exactly float off the lips. Now, seriously: Because we plan. We think. We go beyond the research. You can't believe what people tell you.
What was your response to the Hulu Superbowl ad with Alec Baldwin?
I think it's good to get ahead of the game and address the critics before they speak. And in a clever way that showcases the value of the content. And who doesn't love Alec Baldwin? Well, maybe I can think of one person.
To learn more about Tim Stock:
http://www.timstock.net/
http://www.linkedin.com/in/timstock
http://brandnoise.typepad.com/
http://accountplan.ning.com/profile/timstock
Parsons Professor profile
http://api.twitter.com/timstock
Portland based Quango's, Dave Anolik, Talks Branding
Portland's AMA Advisory Board member, Dave Anolik, VP and Creative Director of Quango sat down with the Forward '09 Brandologie Conference communications team to chat about his experience and thoughts about branding.
What does "brandologie" mean to you?
The methodology of branding.
When you were at Intel, how did you adapt branding and marketing strategies to resonate with the Asia Pacific marketplace?
I tried to disregard Western modalities and attempted to develop all of my strategic initiatives based upon the nuances of the local cultures that were our markets. Through localized testing, research, and extensive travel to the specific geographies, I sought to embrace the vibe of all the various cultures so that I could recognize and implement creativity that would strike a chord in the marketplace. In short, I got to know the people I was selling to.
How has the evolution of web metrics analysis affected web design?
Though there is a wealth of great data available toward understanding the ebbs and flows of user interaction with online markets, a web designer needs to meet and observe the human beings potentially using their sites in order to fully empathize with their online needs. The same holds true for product design of any sort.
What do you think "Coraline" will do for filmmaking in Portland?
I think it'll continue Will Vinton's work by bringing great animators to Portland. An animator-rich production community means, if anything, a heightened level of goofiness and aberrant physics around town.
How has your filmmaking background informed your branding strategies?
Tactically, my filmmaking background taught me how to successfully realize very large marketing programs on minuscule budgets in unrealistic time frames, and have a blast at the same time - making friends while at the same time achieving slammin' ROI.
Strategically and creatively, filmmaking taught me to speak in images and sounds rather than verbose copy when articulating a business message.
How are you using filmmaking in your branding work now?
I use various filmmaking technologies, from HD video to super-8 film, to observe a company's operations and market presence. Nothing draws the curtain back on things like in-store traffic-flow, production-line effectiveness, or brick and mortar presence than to look at them either in juicy HD slow motion or grainy 18 frame-per- second super-8. Revelations present themselves that transcend either large war-room bulletin boards or PowerPoint projections in darkened conference rooms.
To learn more about Dave Anolik & link to articles:
http://quangoinc.com/who-we-are/principals.php
http://www.linkedin.com/in/daveanolik
http://www.spoke.com/info/p9EGN4R/DaveAnolik
http://daveanolik.com/
Articles:
http://www.ecommercetimes.com/story/66483.html
http://www.portland.com/portland/press-releases/quango-inc-speaks-at-key4women/
http://www.arrufatphotographer.com/events/projectforthehungry/
http://industry.bnet.com/technology/1000980/is-google-burning-its-brand/
What does "brandologie" mean to you?
The methodology of branding.
When you were at Intel, how did you adapt branding and marketing strategies to resonate with the Asia Pacific marketplace?
I tried to disregard Western modalities and attempted to develop all of my strategic initiatives based upon the nuances of the local cultures that were our markets. Through localized testing, research, and extensive travel to the specific geographies, I sought to embrace the vibe of all the various cultures so that I could recognize and implement creativity that would strike a chord in the marketplace. In short, I got to know the people I was selling to.
How has the evolution of web metrics analysis affected web design?
Though there is a wealth of great data available toward understanding the ebbs and flows of user interaction with online markets, a web designer needs to meet and observe the human beings potentially using their sites in order to fully empathize with their online needs. The same holds true for product design of any sort.
What do you think "Coraline" will do for filmmaking in Portland?
I think it'll continue Will Vinton's work by bringing great animators to Portland. An animator-rich production community means, if anything, a heightened level of goofiness and aberrant physics around town.
How has your filmmaking background informed your branding strategies?
Tactically, my filmmaking background taught me how to successfully realize very large marketing programs on minuscule budgets in unrealistic time frames, and have a blast at the same time - making friends while at the same time achieving slammin' ROI.
Strategically and creatively, filmmaking taught me to speak in images and sounds rather than verbose copy when articulating a business message.
How are you using filmmaking in your branding work now?
I use various filmmaking technologies, from HD video to super-8 film, to observe a company's operations and market presence. Nothing draws the curtain back on things like in-store traffic-flow, production-line effectiveness, or brick and mortar presence than to look at them either in juicy HD slow motion or grainy 18 frame-per- second super-8. Revelations present themselves that transcend either large war-room bulletin boards or PowerPoint projections in darkened conference rooms.
To learn more about Dave Anolik & link to articles:
http://quangoinc.com/who-we-are/principals.php
http://www.linkedin.com/in/daveanolik
http://www.spoke.com/info/p9EGN4R/DaveAnolik
http://daveanolik.com/
Articles:
http://www.ecommercetimes.com/story/66483.html
http://www.portland.com/portland/press-releases/quango-inc-speaks-at-key4women/
http://www.arrufatphotographer.com/events/projectforthehungry/
http://industry.bnet.com/technology/1000980/is-google-burning-its-brand/
Thursday, March 26, 2009
Placement Project Drawing: A Grand Prize Worth Cage Fighting a Grizzly For
Wouldn't it be nice to know exactly what you were doing wrong at interviews? To get instant feedback from the source, instead of calling your friends after interviews to do a blow-by-blow and speculative analysis on whether or not you'll get the job and if not, why?
We've all been there. Prepped and ready for the interview of a lifetime, we think we nailed it, but as a couple days, then a week, then two weeks go by with no call back, the questions creep in... Was it what I wore? Is it my qualifications? Did I answer that question the wrong way? Did I ask for too much money? Did I not sell myself well?
Well for one lucky winner...the days of endless self-doubt and post-interview flagellation are OVER!
In addition to being privy to some super-insightful insider information on personal branding and the art of getting hired, Placement Project attendees will have the opportunity to participate in a drawing for the aforementioned JobSeeker Holy Grail of Preparation Awesomeness.
All you have to do is register to attend The Placement Project at www.forwardama.com, grab your booth passport when you check in, visit all of our sponsor booths for a stamp during Joint Networking with Forward '09: Brandologie, and enter to win:
So, go to www.forwardama.com and register, otherwise, you may have to do this (below) and nobody wants that...
We've all been there. Prepped and ready for the interview of a lifetime, we think we nailed it, but as a couple days, then a week, then two weeks go by with no call back, the questions creep in... Was it what I wore? Is it my qualifications? Did I answer that question the wrong way? Did I ask for too much money? Did I not sell myself well?
Well for one lucky winner...the days of endless self-doubt and post-interview flagellation are OVER!
In addition to being privy to some super-insightful insider information on personal branding and the art of getting hired, Placement Project attendees will have the opportunity to participate in a drawing for the aforementioned JobSeeker Holy Grail of Preparation Awesomeness.
All you have to do is register to attend The Placement Project at www.forwardama.com, grab your booth passport when you check in, visit all of our sponsor booths for a stamp during Joint Networking with Forward '09: Brandologie, and enter to win:
- 1 hr Personal Branding Consultation with Lynette Xanders, Placement Project Panel Moderator and Founder/CEO of Wild Alchemy
- 1 hr. Online Personal Optimization Consultation with Kent Lewis, Placement Project Keynote and CEO of Anvil Media
- 30 Mins. Mock Interview/30 Mins. Candid Feedback with Matt LeBlanc, Placement Project Panelist and Branch Director of FILTER
- 30 Mins. Mock Interview/30 Mins. Candid Feedback with Gordy Seeley, Placement Project Panelist and Creative Services Manager at Razorfish
- 30 Mins. Mock Interview/30 Mins. Candid Feedback with Ben Elkin, Placement Project Panelist and Talent Acquisition Manager at Nike
- 30 Mins. Mock Interview/30 Mins. Candid Feedback with Jenny Livermon, Placement Project Panelist and Recruiter, Enterprise Staffing at Starbucks
So, go to www.forwardama.com and register, otherwise, you may have to do this (below) and nobody wants that...
Wednesday, March 25, 2009
NYT: keep people shopping with "it's new" strategy
In the advertising section of today's New York Times, Stuart Elliott reports that companies like General Mills are churning out new products to pique people's interest and keep them shopping rather than saving or going without.
What about our local food companies, like Dagoba, Kettle Foods, Bob's Red Mill and Reser's? What strategies are these companies (and their respective marketing and/or PR agencies) employing to keep sales up? If you're a local food company, or have one as a client, please share your strategies and/or "wins" in these recessionary times via the comments section.
Read the full article.
Read the full article.
Tuesday, March 24, 2009
"Don't judge too quickly. We won't."
You may recall a couple of these spots if you watched the Super Bowl this year, but you may not remember (before this post) what brand was associated with the spot.
David, the brand manager from the ThirdWay Advertising Blog, who reviewed the two spots aired during the Super Bowl, didn't seem to think it hit the mark. He uses the IAG National Consumer Survey to validate his opinion. The survey, which, according to his post, "[shows] both spots on the top 10 list for 'Most Liked' but neither on the top 10 list for 'Most Recalled,' for which the measure is recall of the brand name." So yes, in his narrow view, these commercials might be a humorous, yet ineffective, bit of branding.
But he forgot to widen his scope to include the YouTube factor.
As of 5:56 p.m. Tuesday, March 24, YouTube had 68 results for "don't judge too quickly commercials," a phrase that populated itself after "don't judge too." The second search result has had almost 1.7 million views. And I found out about these spots from an email forwarded to me from a person that had received it as a forward.
The spots aren't where Ameriquest missed the mark. Here's where they fumbled the proverbial ball:
- There's no Ameriquest channel on YouTube for them to host the conversations that are happening on the Internets; and
- The company's Web site looks like a glorified "parked" site. The header even lists the site as being "hosted for free by GoDaddy." Lame.
Final word: commercials are worth wasting a few minutes to watch (click play below), but Ameriquest's overall brand strategy blows.
Want to watch other funny commercials? Check out Funny Place: the funny side of advertising at funnyplace.org. They also include print ads on their site. The only standard, as far as I can tell, is that the ad (in whatever medium) has to be funny.
Wednesday, March 18, 2009
Branding Point of View with Founder and CEO Culture of Future, Jody Turner
Forward '09 Brandologie speaker Jody Turner, Founder and CEO Culture of Future, talked with the AMA Forward '09 team to share her view of Branding from a design and archaeology point of view.
What does "brandologie" mean to you?
Anthropology is the science of humans and their endeavors, psychology the science of human and animal behaviors, archaeology is the science and study of articles and items from the past revealing the cultural behaviors of historic humans... what is brandologie?
Fast forward and you have the science of product iconography and human engagement in the marketplace. Business is a powerful agent of influence and change, Brandologie is much more active than a study or science.... because it is current and real-time engagement.
If you are doing brand correctly, then you are a living, breathing engagement dynamic reinventing your relationship with the consumer continually. This does take study. It is important to look at what is happening in culture that is inspiring the consumer and to know what is happening within your brand, service and product that is inspiring you. How you communicate your passion to the consumer has changed as well, are you twittering your delight with your consumer and offering something of value in doing so or is this not appropriate? (See UberCool article on Twitterati for information on this brandscape)
What are the realistic opportunity spaces that you can grow into? A living brand is everything from Generation G (see trendwatching.com and cultureoffuture.com briefings) in which you infuse meaning and mutual beneficial behaviors in your brand conversation with the consumer to a Starbucks Green Campaign YouTube video (http://www.youtube.com/watch?v=8pVpaLsRmJ8) to...
Why did you found Culture of Future?
I was doing a contract at Starbucks Store Concepts group in Seattle and met two major drivers of IDEO (San Francisco and London) who really shook me up. The subsequently became my mentors, helping me develop my business and hiring me for over 20 projects over the next few years.
It was a joy to move from end of the line designer (creating beauty is of great value in these situations but I had done it long enough) to front end innovation.... it was thrilling. I like being around smart people, IDEO is filled with them. I felt challenged and really had to step up.
The joy in creating Culture of Future is influencing companies in directions closer to the heart of the consumer which helps align companies with deeper meaning and value all around. When I was doing design communications for the Nike trend resources my ideas of Generation G (giving versus greed or growth economy) were not yet peeking... since then Nike Considered and the Armstrong benefit bracelet have shown otherwise.
How has your background in design and archaeology informed your branding point of view?
Oh I think I just answered that one.
I recently contributed to a Danish book called Instant Icon. Jens Skibsted is a designer who has created Biomega bikes for Puma and other brands. His ideas center on product design versus marketing.... engaging consumer in your brand via useful, inspirational and iconographic items that speak well for your brand culturally. He believes in products that are of high quality and very consumer connected, in this way you have an instant brand icon and long-term relationship with the consumer. This is one sustainable model as well.
So design is intriguing right now, Generation X has product lust as we return to the value of crafting things of meaning, and we have evolved into a highly visual society looking for authentic communications. Much is riding on design right now. Design is in a powerful role and can make or break this reinvention of American and her green economy.
Archaeology studies the item and the energy around the item.... the culture. An item says so much about a culture and visa versa.
Modern Brand Archaeology is about making sure the product, service and engagement we promote have meaning to consumer human and the society to come.
Culture of Future is the study of culture now and the reinvention of how we live, work and play for betterment in the future.
What does "brandologie" mean to you?
Anthropology is the science of humans and their endeavors, psychology the science of human and animal behaviors, archaeology is the science and study of articles and items from the past revealing the cultural behaviors of historic humans... what is brandologie?
Fast forward and you have the science of product iconography and human engagement in the marketplace. Business is a powerful agent of influence and change, Brandologie is much more active than a study or science.... because it is current and real-time engagement.
If you are doing brand correctly, then you are a living, breathing engagement dynamic reinventing your relationship with the consumer continually. This does take study. It is important to look at what is happening in culture that is inspiring the consumer and to know what is happening within your brand, service and product that is inspiring you. How you communicate your passion to the consumer has changed as well, are you twittering your delight with your consumer and offering something of value in doing so or is this not appropriate? (See UberCool article on Twitterati for information on this brandscape)
What are the realistic opportunity spaces that you can grow into? A living brand is everything from Generation G (see trendwatching.com and cultureoffuture.com briefings) in which you infuse meaning and mutual beneficial behaviors in your brand conversation with the consumer to a Starbucks Green Campaign YouTube video (http://www.youtube.com/watch?v=8pVpaLsRmJ8) to...
Why did you found Culture of Future?
I was doing a contract at Starbucks Store Concepts group in Seattle and met two major drivers of IDEO (San Francisco and London) who really shook me up. The subsequently became my mentors, helping me develop my business and hiring me for over 20 projects over the next few years.
It was a joy to move from end of the line designer (creating beauty is of great value in these situations but I had done it long enough) to front end innovation.... it was thrilling. I like being around smart people, IDEO is filled with them. I felt challenged and really had to step up.
The joy in creating Culture of Future is influencing companies in directions closer to the heart of the consumer which helps align companies with deeper meaning and value all around. When I was doing design communications for the Nike trend resources my ideas of Generation G (giving versus greed or growth economy) were not yet peeking... since then Nike Considered and the Armstrong benefit bracelet have shown otherwise.
How has your background in design and archaeology informed your branding point of view?
Oh I think I just answered that one.
I recently contributed to a Danish book called Instant Icon. Jens Skibsted is a designer who has created Biomega bikes for Puma and other brands. His ideas center on product design versus marketing.... engaging consumer in your brand via useful, inspirational and iconographic items that speak well for your brand culturally. He believes in products that are of high quality and very consumer connected, in this way you have an instant brand icon and long-term relationship with the consumer. This is one sustainable model as well.
So design is intriguing right now, Generation X has product lust as we return to the value of crafting things of meaning, and we have evolved into a highly visual society looking for authentic communications. Much is riding on design right now. Design is in a powerful role and can make or break this reinvention of American and her green economy.
Archaeology studies the item and the energy around the item.... the culture. An item says so much about a culture and visa versa.
Modern Brand Archaeology is about making sure the product, service and engagement we promote have meaning to consumer human and the society to come.
Culture of Future is the study of culture now and the reinvention of how we live, work and play for betterment in the future.
Providence's Director of Marketing and Communications Talks Branding Experience
Claire Celeste Carnes, Director of Marketing and Communications with Providence talked with Taraneh Foster, the AMA's Forward '09 PR/Media Coordinator to provide further insights about branding.
What does "brandologie" mean to you?
A required conference for marketing professionals in the Northwest, as well as a good reminder that both personally and professionally, our brand defines us to the outside world. It would also make a good name for a cocktail, maybe something a little fruity, but that last part might be wishful thinking.
At Intel you probably did mostly B2B marketing, and at Providence you probably do mostly B2C marketing. Which do you like better? Why?
I have had the opportunity to do both, at both!
At Intel, I worked on the Pentium 3 processor launch at a time in which people lined up outside retailers to buy the latest and greatest PCs. Those were the days! I managed the Web launch including our first "Where to Buy" area, with links to online etailers, retailers and OEMs like Dell who were selling directly. But then I also worked on strategies for IT managers to increase their PC replacement cycles as well as data center consolidation strategies with virtualization, which as you probably had guess, was more B2B.
At Providence, I am accountable for both consumer and business marketing, as well as our channel marketing and communication with members. I love the ability to work on strategies and test them with consumers and see the immediate results with traffic and enrollments and measure the ROI. But then winning big new accounts such as the Oregon Educators Benefits Board in 2008 or retaining a valued customer is also a thrill.
So, in terms of which I like better, I actually like both. One thing I would say to other marketers out there is that it's easier to excel in B2B, there seems to be less competition for break-through communication.
Why do you think the Pillsbury dough boy hasn't gotten stale?
Careful here, the Doughboy and I are the same age!
Poppin' Fresh remains relevant because he's able to reinvent himself with brand extensions that follow the trends, yet remains consistent with his core brand identity of the helper in the kitchen. And the products fulfill a need for affordable baking short-cuts in the kitchen. And, for those wondering, yes it is OK to eat the cookie dough without baking it first.
What led you to marketing and branding?
It always seemed a natural path to me. I really enjoyed communication strategy and followed the marketing path to WSU for their communications program, and there competed in the National Student Advertising Competition and doing promotions for the student radio station. After graduation, I went to an advertising agency, then to the best Marketing MBA program in the country (the Kellogg School at Northwestern), then P&G for a brand internship, and applied these as I continued to focus on brand management and marketing throughout my career, picking up more management and strategy experience and education along the way. I enjoy putting together the marketing strategy to support the business strategy first, then seeing it reflected in strong creative execution and consistent branding, finally to assessing results.
Many people who live near Legacy Good Samaritan Hospital go to Providence St. Vincent Medical Center instead. What is it about Providence that makes them drive farther to get treatment?
Thank you for that example. We consistently find that Providence has high loyalty in the market across our hospitals, clinics and our health insurance. Providence has been in the Northwest for 153 years and you can only enjoy that kind of longevity if you value, respect and truly care about the community.
Providence is a non-profit mission-driven organization and the employees here really take that seriously. You can find clinical excellence at many places, but when you are sick or injured, or frightened for a loved one that is, you need more than clinical excellence. You need to know that these people care for your well-being and will do everything they can to make your experience better. Compassion is one of the five core values and you will feel that when you're at a Providence facility. We try to put the patient or member at the center of everything we do.
What are your thoughts about the brand refresh at Intel where the "i" has a square dot rather than a round one? Do you think it makes a significant difference to the Intel brand?
Actually, it was a huge change and the flawless roll-out really spoke to careful planning and detailed implementation. To put it in perspective, it rolled out at the first of the year in 2006, my badge was delivered and worked in the building right away and I was at CES (a large consumer electronics trade show) later that week with not only the new business cards but all of our signage, collateral and presentations updated.
Beyond the execution, the strategy was central for both updating the stale Intel logo, but also combining it with Intel Inside to streamline and strengthen the brand architecture.
You've worked both in-house and agency. Which environment is better for branding professionals?
This is a very good question, but it depends. At an agency, part of what clients pay you for is your branding knowledge and expertise. It's expected; valued. You have an opportunity to focus on branding elements and how they're implemented and do it for a variety of clients in a multitude of industries.
When you're within a company, you have an opportunity to influence how that company lives its brand – you see into business processes or departments that agencies will never see or influence. But you're often the only one in the room that cares about the brand, so it can be a challenge to keep that passion for your brand and continue to explain why to a CFO or other director why marketing has value and a strong brand delivers positive ROI. Sometimes, it makes me long for the agency days where everyone around you "gets it." I'm lucky enough right now to have a very strong marketing and communications team under me, so at least I have a team that "gets it," so maybe I have the best of both!
What does "brandologie" mean to you?
A required conference for marketing professionals in the Northwest, as well as a good reminder that both personally and professionally, our brand defines us to the outside world. It would also make a good name for a cocktail, maybe something a little fruity, but that last part might be wishful thinking.
At Intel you probably did mostly B2B marketing, and at Providence you probably do mostly B2C marketing. Which do you like better? Why?
I have had the opportunity to do both, at both!
At Intel, I worked on the Pentium 3 processor launch at a time in which people lined up outside retailers to buy the latest and greatest PCs. Those were the days! I managed the Web launch including our first "Where to Buy" area, with links to online etailers, retailers and OEMs like Dell who were selling directly. But then I also worked on strategies for IT managers to increase their PC replacement cycles as well as data center consolidation strategies with virtualization, which as you probably had guess, was more B2B.
At Providence, I am accountable for both consumer and business marketing, as well as our channel marketing and communication with members. I love the ability to work on strategies and test them with consumers and see the immediate results with traffic and enrollments and measure the ROI. But then winning big new accounts such as the Oregon Educators Benefits Board in 2008 or retaining a valued customer is also a thrill.
So, in terms of which I like better, I actually like both. One thing I would say to other marketers out there is that it's easier to excel in B2B, there seems to be less competition for break-through communication.
Why do you think the Pillsbury dough boy hasn't gotten stale?
Careful here, the Doughboy and I are the same age!
Poppin' Fresh remains relevant because he's able to reinvent himself with brand extensions that follow the trends, yet remains consistent with his core brand identity of the helper in the kitchen. And the products fulfill a need for affordable baking short-cuts in the kitchen. And, for those wondering, yes it is OK to eat the cookie dough without baking it first.
What led you to marketing and branding?
It always seemed a natural path to me. I really enjoyed communication strategy and followed the marketing path to WSU for their communications program, and there competed in the National Student Advertising Competition and doing promotions for the student radio station. After graduation, I went to an advertising agency, then to the best Marketing MBA program in the country (the Kellogg School at Northwestern), then P&G for a brand internship, and applied these as I continued to focus on brand management and marketing throughout my career, picking up more management and strategy experience and education along the way. I enjoy putting together the marketing strategy to support the business strategy first, then seeing it reflected in strong creative execution and consistent branding, finally to assessing results.
Many people who live near Legacy Good Samaritan Hospital go to Providence St. Vincent Medical Center instead. What is it about Providence that makes them drive farther to get treatment?
Thank you for that example. We consistently find that Providence has high loyalty in the market across our hospitals, clinics and our health insurance. Providence has been in the Northwest for 153 years and you can only enjoy that kind of longevity if you value, respect and truly care about the community.
Providence is a non-profit mission-driven organization and the employees here really take that seriously. You can find clinical excellence at many places, but when you are sick or injured, or frightened for a loved one that is, you need more than clinical excellence. You need to know that these people care for your well-being and will do everything they can to make your experience better. Compassion is one of the five core values and you will feel that when you're at a Providence facility. We try to put the patient or member at the center of everything we do.
What are your thoughts about the brand refresh at Intel where the "i" has a square dot rather than a round one? Do you think it makes a significant difference to the Intel brand?
Actually, it was a huge change and the flawless roll-out really spoke to careful planning and detailed implementation. To put it in perspective, it rolled out at the first of the year in 2006, my badge was delivered and worked in the building right away and I was at CES (a large consumer electronics trade show) later that week with not only the new business cards but all of our signage, collateral and presentations updated.
Beyond the execution, the strategy was central for both updating the stale Intel logo, but also combining it with Intel Inside to streamline and strengthen the brand architecture.
You've worked both in-house and agency. Which environment is better for branding professionals?
This is a very good question, but it depends. At an agency, part of what clients pay you for is your branding knowledge and expertise. It's expected; valued. You have an opportunity to focus on branding elements and how they're implemented and do it for a variety of clients in a multitude of industries.
When you're within a company, you have an opportunity to influence how that company lives its brand – you see into business processes or departments that agencies will never see or influence. But you're often the only one in the room that cares about the brand, so it can be a challenge to keep that passion for your brand and continue to explain why to a CFO or other director why marketing has value and a strong brand delivers positive ROI. Sometimes, it makes me long for the agency days where everyone around you "gets it." I'm lucky enough right now to have a very strong marketing and communications team under me, so at least I have a team that "gets it," so maybe I have the best of both!
Young Professionals and Job Seekers Register for the Placement Project
The AMA is also hosting a complementary event, The Placement Project, in addition to the topics being covered at the AMA Forward '09 Brandologie event. Two sessions are dedicated to young professionals and job seekers. Forward '09 Brandologie and The Placement Project will run concurrently and will come together for a joint networking event at the end of the day.
Learn what the following Portland marketing gurus want from emerging professionals and network with P-town's best and brightest:
Kent Lewis, President, Anvil Media
Lynette Xanders, Founder and CEO, Wild Alchemy
Matt LeBlanc, Branch Director, Filter Talent
Gordy Seeley, Creative Services Manager, Razorfish
Ben Elkin, Talent Acquisition Manager, Nike
Early registration begins March 16th:
Early Bird $35
Regular $45
Location Details:
The Governor Hotel
614 SW 11th Ave.
Portland, OR 97205
PH: 1.800.554.3456
Learn what the following Portland marketing gurus want from emerging professionals and network with P-town's best and brightest:
Kent Lewis, President, Anvil Media
Lynette Xanders, Founder and CEO, Wild Alchemy
Matt LeBlanc, Branch Director, Filter Talent
Gordy Seeley, Creative Services Manager, Razorfish
Ben Elkin, Talent Acquisition Manager, Nike
Early registration begins March 16th:
Early Bird $35
Regular $45
Location Details:
The Governor Hotel
614 SW 11th Ave.
Portland, OR 97205
PH: 1.800.554.3456
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