In my most recent consulting project, I’ve been
uncovering what really makes my client's company remarkable while
discerning how their competition positions and sells their story. After 2
months of analysis, we have a strong new direction for the business
internally, and a fresh idea for the story they need to tell in the
marketplace to create differentiation.
Just as we finished this new strategy, I learned of a competitor,
who after review, is touting almost a mirror image of the new
position we’ve set forth. “Interesting”, I thought. “Back to the drawing
board”, thought the client. While this was a seemingly logical first reaction by
them, all is not lost.
The competitors message might be true; but thankfully, positioning
is more than simply a story of intent. While the corporate narrative is
critical, more valuable are the subsequent stories of success that you
acquire from doing business in a more remarkable way.
The competition has communicated a particular mission, but,
they have not shown the fruits of this labor via case studies, testimonials, examples of superior
work, etc... to prove the words they have crafted for their website (the
stock photo’s aren't helping either). All they have done is
manufactured a message (as far as the outside world can tell).
So, the direction remains to follow our new mission, with a
spotlighted emphasis on bringing the exceptional results to life
throughout all the chosen marketing venues. In a short amount of time, our message will "look" much different than the hollow facade presented by the competition.
When you relay your successes in a manner that reflects your brand
personality, it strengthens your positioning, the trust in your story,
and the reason you should be chosen above your competition. Otherwise,
it’s just a bunch of hot air.
Actions really do speak louder than words.
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Have thoughts on this topic? Let me know!
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Thanks to Bud Caldwell for sharing this thought provoking video of a Ted talk by Daniel Kahneman – Nobel prize winner and a founder of behavioral economics.
If I have wrapped my head around this correctly, what Daniel found (contrary to popular belief), is that experiences are NOT what make people most happy. It appears our memories of these experiences (which we judge them by) are what ultimately affect our happiness.
Our "experiencing self" and "remembering self" are closely linked, but report vastly different things. The remembering self tends to only remember what happened at the end, not the total experience.
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Considering what this might mean for marketing and business (to say nothing of life in general), I can't help but think I should give more weight to the end of a customer or consumer experience.
While I am a believer in the edict, 'you only get one chance to make a first impression'.....
This talk by Daniel leaves me more concerned than ever with the fact:You only get one chance to leave a LAST impression!
I believe leadership is a tangible quality that you learn over time.
Others feel that leaders are born, and those conceived without the proper DNA are destined to be cogs in the machine.
Whatever school you subscribe to, there are distinct qualities exhibited by leaders which allow us to classify them as such.
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A few years back I read a great HBRarticle about Anne Mulcahy (chair and former CEO of Xerox corporation) which profiled and dissected her turnaround of the company. A summary of leadership qualities followed, which I have been meaning to get out of a notebook and onto the screen for some time.
If you meet 80% of these, you're on your way to legendary status...
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Great leaders:
Provide clarity around long term direction
Stay true to their values and the values of the company
Are willing to step up to unexpected challenges
Learn from others in their areas of shortcoming
Have the courage to stand against advisors and withstand pressures from outsiders
Value long term relationships and loyalty
Are able to integrate complex issues into clear direction
Lead through direct engagement with employees and customers
If you are in a position of leadership, or are looking to 'get in front of a parade', think critically about how you stack up against each of these criteria.
Pick one to improve upon today, and watch what happens.
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Any others we should add to this list?
......
Here's the list of suggestions from those who have read the post...
Great Leaders:
Are able to personally accept and enable the team to become comfortable with ambiguity and uncertainty (Jeff Eckman, CEO, Blue Green Ventures)
I recently saw a less then extraordinary print ad from a company that I'm working with, which made me sort of sad. Sad because it was misguided.
Ultimately, it was not inspiring or noteworthy in any way. Short on funds, this company took a shot at advertising (in the most static medium possible) with essentially no hope of ever getting a return on their investment (yes...it was that bad).
It got me thinking about how I could easily and effectively convey to them where this ad fell short, and how they might avoid this same fate in the future (hint...don't advertise in magazines...instead, there's this little thing called the internet floating around...)
It's really not that hard to explain. Marketing, and the ad's that surmise entire marketing budgets for some companies, should be MEMORABLE, MEANINGFUL & MOTIVATING. These 3 factors provide a simple test to judge your creative idea.
Is the action/ad/tactic/program unforgettable?
Is the photo or copy odd, fresh, arresting, nostalgic, scandalous, challenging, etc...Is it presented to the customer at the appropriate time? (time is relative. Surprising moment can be the 'right time').
With 3000+ brand messages a day delivered to each and every one of us, it better me memorable. This might be the hardest of the three to get right, but if you push the limits you can get there.
Does your ad resonate with your audience? Does it speak to them on an emotional level? Rationale aspects are important to show that your product is worthy of consideration, but connecting on a higher level is the only way to capture your audience's attention in a significant, long term way. Brands and companies, like people, have emotions, so show them!
Being relevant, insightful, problem solving, joyous and empathetic are just a few ways to be meaningful.
Is the consumer inspired? Do they want to tell their friends, make a purchase, or find out more info?
It's frequently known as your 'call to action', and it's amazing how many brands fail to do this, either explicitly or in a more subtle way. Regardless, you must motivate your audience, and whenever possible, give them the tools, resources, information, support, etc....to act.
Measuring your efforts by these three factors will get you closer to a more remarkable effort, which is what it's all about.
Recently I set up a meeting with some mutual friends/acquaintances that have a shared interest in movie making (two of them have a screenplay they're trying to film and the third has made a couple hit movies). I was the connector, but I may become involved in the production of said screenplay, so I had an visible interest in what we might learn from the accomplished filmmaker.
Yes, add "Producer" to my list of endeavors. Next stop, the Miller/Gold Agency in Hollywood. (I'd love to hear Ari yell at Lloyd in person).
It turns out, movie making isn't that different from production of other consumer products. You need capital up front, with precise distribution on the back end. A great product helps, but even movies that are mediocre get made. Much like the trinkets and trash that fill dollar stores, if you have the funding to make the movie, and contracted placements for screening (on-line, direct to video, in theaters...etc...), then even the worst movie can find a home.
Ok, so we knew that much going in, but "what are the tricks" found in the movie business that we need to know? How can we get the backing and build the relationships that will help us make the movie??
The answer lies in the art of illusion.
The easiest way to compel people to help you make a movie, is to make them believe it's already being made. Create the illusion that it's in the works and eventually it will come to be.
How do you create the illusion ?
Be positive.
One isn't simply "trying" to make a film. One IS making a film. You need to talk about production like it's actually happening. Exude confidence and communicate a clear vision. This lays the foundation for belief in the plan, which is what you must have, and what partners will want to see.
Do something. Anything.
Ask people for help, insights, connections. Meetings, discussions, edits, feedback, etc...are all part of the process of film making, so talk about your plans for these things, even if they aren't set in stone. Even though the camera's aren't rolling, there is work to be done. Get people together under the pretense of 'making a movie' and it doesn't matter if you've secured talent or a location for filming, it will seem like you are making a movie, even if you aren't ready to film.
Eventually, you will actually begin to make the connections, receive the funding and accumulate the resources/support you need to make the film.
The funny thing is, the easiest way to create the illusion is to ACTUALLY do these things, which means, it's not illusion at all.....
.....It's execution.
Calculated progress, day in and day out, no matter how small the gain.
Achievement in film-making is a lot like achievement in life and business. Build great relationships, always move forward, push your limits, have a dream and be grateful along the way.
I was watching a great presentation from 2005, by comic guru Scott McCloud, when it struck me that he stumbled upon the secret to winning in business during a recession. In summing up his 3 different types of "vision " (about 6:40 in), he reveals the four basic principles of, "having vision of something that may be, but is yet unproven".
Here they are, with my thoughts on how they relate to our present reality.
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"Learn from everyone"
In this time of increased unemployment and reliance on networks and
knowledge development to set you apart as an individual or
business, principle one clearly rings true.
What can we learn from our friends and family about how they are evolving with the economy?
What can we learn from the changing psychology of consumerism and benevolence?
How about lessons from our mechanics and health care workers?
Everyone is being affected.
Some of us our adapting quickly, while others are left asking, "what now"?
Who are you learning from?
"Follow no one"
Following is what got us into this mess.
Following the advice of a mortgage broker who helped you get a loan you couldn't afford.
Carelessly allowing others to manage our 401k's without close oversight and diversification.
Following our government "leaders".
Following our public school administrators who set the curriculum's.
Innovation and risk taking will lead us out of the recession.
You can't follow the herd.
Risk taking will emancipate you from the status-quo, reveal a vision for the future, and help you chase it with reckless abandon.
Some will fail, but all will learn.
With each failure we get closer to realizing our dreams and obtaining the knowledge that will get us there.
"Watch for patterns"
While learning and leading, patterns will be revealed.
How the artist is solving the problem of little money for their materials.
What opinion leaders are doing to move and engage the crowd.
How the world is evolving communications over the web.
These patterns will reveal the next great business opportunity. Whether you sell books or help people work through their mental anxiety; patterns of thought, action and innovation will spark creativity and solutions for offerings that can't be ignored.
Watch for patterns and brainstorm as if your life depends on it.
It does.
"Work like hell"
If you have a job, get 2. Hell, get 4.
Don't spread yourself too thin, but you should be "working" on more than just your day job. No one knows what tomorrow brings.
The ax is coming down hard, in many unexpected places. If you don't have something else already instigated, you'll be left at ground zero, wondering what the hell to do next.
Now is the best time to start planning for your home business.
Now is the best time to help your neighborhood watch program.
Now is the best time to lead a group of folks just like yourself.
In case you couldn't tell, I try to maintain a positive tone when writing this blog. Sometimes, however, you just have to call it like it is, and this week two advertisements caught my eye which screamed for someone to point them out.
The first was a billboard on the Mass Pike, just outside of Boston. Headline, 'FARM FRESH WIND', with a picture of a windmill. Oh yeah, you can bet that the font was green. Subtle...very subtle. Did the creative director whip this up in 10 minutes? I hope there wasn't a grand creative session to brainstorm this copy. On the other hand, if the agency who created this billed for ANY creative time, than God bless them. They've got some kind of racket going. Clearly agencies should start targeting more energy providers. (I'm not exactly sure which energy co. this was , so that's inherently something to consider. I think it was NSTAR.)
Ok, so you're an energy co. Do you now sell wind? Sort of....I guess.
Unfortunately, 'Sort of' is not a clear message.
You do 'provide' energy to the masses. So why not talk about that? Even if you did sell wind; is wind from a farm better than wind from the city? I thought wind was wind? It certainly does not discriminate against us city folk. (If you have ever walked across the BU bridge, or down the vortex that is Boylston St. in the winter, you know what I mean).
Now, if it was widely known that wind from some farm in NH or OK was 'better' than urban wind, which we individually could directly benefit from in some way I haven't yet learned, than by all means, sell me some of that. (perhaps it's a new organic way to dry your hair...??) Bottle it up and send some by my place like the milkmen from the 'good ole days'. If not, than why waste your time talking about wind?
I don't benefit from the wind, I benefit from the energy you provide me, which you mined from the wind. The earth can benefit from this 'green' energy, but that's a secondary benefit to the consumer. Essentially, you are hoping for the target audience to put it all together on their own.
Billboard advertising doesn't work this way. You have 2 seconds to relay a message and generate an impression that hopefully builds awareness of your product/brand. and/or, its benefits/brand personality/values. The message needs to be clear and concise. Sure, I am 'remarking' about this billboard, so I suppose you have done something right, or REALLY wrong. At the least your brand name needs to be recalled ! I'm writing about this billboard and I can't even remember the co !!! I do remember the name was smaller than the aforementioned message, and it was not prominent. How exactly has this message served their business needs? It hasn't.
A few quick options that might have been better. Take them or leave them. Wind Energy. For the earth. For you. (BIG company logo). Thank your Mother (Nature). Wind Energy from ____ (and Mother Earth).
Here's the second ad, this time a 30 second television spot.
Where I do I start !
First, Reebok hardly ever advertises on TV, therefore, when they do, they should really nail the creative to maximize their ROI. This is almost embarrassing, and is not a new idea.
Second, Reggie Wayne, while being a fine ballplayer, does not have much household recognition (he's probably the 10th wide receiver a 16 year old boy would recall, let alone football player, and let's be honest, if they aren't trying to sell these shoes to 16 year old boys, than they have bigger problems than we have time to talk about). Celebrity/athlete endorsers should be iconic figures that definitively elevate your brand. Sorry Reg, but you're not that guy. All this says to me is that Reebok couldn't afford someone with a higher profile. This might be the worst problem with the ad, as it just doesn't serve the inherent purpose of why you would use a pro athlete.
Ok, so Reggie's your guy. That doesn't mean the creative should be weak too !
Walking on water is an OLD cliche. We all know he can't do this. There's no mystery or intrigue here. Clearly you are telling me the shoes allow him to walk on water, I get it. It's the not the man himself, which brings us back to the fact you don't need a pro athlete when using this idea.
"Reggie can't walk on water, but with these "Hexride's" he can" !
Who hoo ! Go Reggie.
Pla - ease.....!
Then there is the tag line, "Superior Cushioning". Sweet, a benefit message ! Thanks for that. Too bad it makes no sense ! Why would 'cushioning' allow someone to walk on water? Doesn't cushioning in a shoe help reduce impact on hard surfaces? Last time I checked water was not a hard surface. Now, if this was an ad for a 'lightweight' shoe, they might be on to something, but it still has the problems I noted above. At the least, show the man running over some crazy boulders or something. It might not be related to football, but at least it will more closely match the product benefit!
To me, this commercial officially sums up Reebok's position in the marketplace. They are NOT a leading brand and hold no aspirational status. Think hard if anyone you know actively wears a pair of Reeboks? 1 in 15? 1 in 20? I don't know a single person who wears Reeboks.
Talk to anyone at the co. and they'll say, "we can't try to out Nike, Nike". We'll, if you mean, "come up with compelling creative", than clearly you can't. Heck, you'd be better off just showing the shoes with a simple message like, "Reggie Wayne wears them. You should too" ! Not creative in any way, but I bet just as effective, and a whole lot cheaper.
Here's a classic example of a brand that used the idea of superpowers, attributed them to the product and pulled off some good creative.
For a split second you have to wonder. Did he really do that???
(too bad we now know Mike's true colors).
Like never before, there is no room for mediocre work. In tough times, consumers need good marketing to help them make the tough choice of how to spend their limited funds.
Someone out there can do it better.
Don't waste our time with greenwashed messaging, or generally lame creative. The consumer can see through this.
You only make your competition look brilliant, and turn off those of us who know better.
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