07/23/09

Does your brand need work?

When a brand let’s itself go, there isn’t a defining moment. It’s a series of almost unseen, unremarkable moments. The best brands in the world can head down a slippery slope quickly if they aren’t cared for on a daily, weekly, monthly, annual basis.

Here are some tell-tale signs your brand needs work.
 
  1. You have no idea what’s on your own company’s website. You haven’t been there in months. You don’t really want to go there right now.
  1. You currently present using a 7th generation PowerPoint. You click to see the original author. You don’t recognize the name.
  1. You always frame what your company does by first saying “we used to”.
  1. You search for your company on Google News and the most recent item is a press release from 2003 announcing that your company hired someone who hasn’t worked there since 2005.
  1. You have lost more than 5 consecutive pitches. In at least one of them, you were asked the question, “what makes you different?” You then inadvertently explain why you’re exactly the same, just a little less dynamic or interesting.
  1. Your business card was once a proud hand out – 2 sided, thick, uncoated, and well designed. Now, it’s a fourth generation card on a flimsy stock that is glossy and has basic information listed in a font that simply doesn’t belong.
  1. You used to get tons of calls to the HR department with people excited to work at your company. Now, those calls are all outbound.
  1. Your trade show booth was once a Mecca of activity and excitement. Now, it’s a heavy, overproduced, out-dated monument to the late 90’s.
  1. You cut your prices recently. And then again. If you can’t beat ‘em, undersell them.
  1. You dreaded waking up and going into work today. And every day. Not due to lack of interest. Just lack of vision and direction.
Think this is far-fetched? Maybe a bit. But we’ve been in organizations just like these. It demonstrates the importance of brand creation and stewardship for the bottom line of a company. But even more importantly, what it does for an organization’s Mojo – that intangible ingredient that draws others to you. That indescribable something that gives your company the “it” factor. But it takes work. Commitment. And everyday movement.
 
Is it worth it? Look through the list, and imagine this is your company. Then you tell us.

B-to-B, B-to-C, Opinion

07/15/09

A plea to other agencies.

The recent Zappos pitch debacle shows serious issues with our industry that have always been there. Issues that make agencies who are trying to sell a successful process rather than a successful pitch insane. Issues that always have us defending the last agency that screwed things up. Our plea is simple:

Stop it.

The Zappos pitch had 104 agencies involved. 104. (We were not one of them, mind you.) That means outside of the incumbent and a few hand chosen agencies, the other 100 or so didn't have a snowball’s chance to begin with. Yet more than 100 agencies threw in their hats, their ideas, their time, their resources, and their puppy-dog-like enthusiasm. All to be a part of - get this - an already successful brand.

I can think of 5 things wrong with the agencies involved and the process itself (I’ve reduced my list from over a hundred, just to make it fair and palatable).

  1. You don’t know anything about Zappos. You’ve done no research. You haven’t talked to them. You don’t know their long term goals. You don’t know their needs. All you know is what they know and put on an RFP. Stop going in there and showing them that you have the answer. You don’t even know the question yet.
     
  2. In our industry, our time is valuable. Our thinking is even more valuable. Instead of showing the value, you are quick to fly to Vegas (appropriately) and invest the time, energy and thought it takes to affect a brand. They don't value your time because you don't.
     
  3. We’re change agents when we’re working at our very best. Instead of trying to help the best brands in the world get 2% better, why aren’t more agencies jacked about the prospect of actually creating those brands out of far more challenging circumstances? Zappos doesn’t need you as much as you need them.
     
  4. It shows your desperation. Publicly. The fact that Zappos employees were Tweeting how much food, fun, and booze they were getting from the gaggle of pitching agencies. It’s pathetic. Have some self respect, people.
     
  5. Spec work is very dangerous - for the brand. Putting all the creative energy into the pitch will diminish the thought – all you are trying to do is impress the people in the room, not achieve the brand goals. Congratulations, you got some executives in a room to laugh or say "wow". But are you now a good steward of the brand? Have you done your work for the real audience: consumers?

So to the winner, I say congratulations. To the other 99.1% of respondents I ask: was it worth it?

 

Addendum to this blog post: OK, I admit. It has a more negative tone than I originally intended. I'm really looking to help clients choose an agency in a more rational manner. I don't just want to defend agencies and their practices. I want to help companies go through more rational processes to serve the greater brand purpose. It does little good to throw 104 or agencies and countless ideas against a wall to see what sticks. Narrow down an inital search to 3-5 companies who have a legitimate shot. And then listen closely to how they want to serve your company/brand. The rest is diminishing returns.

07/13/09

Advertising through Social Networking?

“Paid advertising on online social networks in the US is expected to fall 3% in 2009.” (eMarketer, 2009)

With all of the attention and buzz social networking has received, that may come as a shock to many, and as an “I told you so” to those inherently skeptical of the medium.

Many companies are clearly still trying to find their way with social networking. It appears that some have a presence on Facebook or Twitter for no other reason than that they feel they should. However, other companies have seen great success in targeting and reaching both niche audiences and in more broad consumer based initiatives.

We feel that the pull back is temporary as companies refine and integrate their efforts, and that social networking will have a major role in the advertising mix going forward.

2009 may be considered the year that companies worked to develop their presence within social networking sites, establishing content and fleshing out their environments. To us, this is a logical first step, which must be taken before more proactively advertising and working to draw new people.

Because it is such a new and emerging medium, we believe many companies are waiting to see which will take the lead (Facebook? Twitter?), and which will fall off the map (MySpace)? This will allow them to better focus their efforts, and not feel they need to be redundant with ad dollars spent and information/content they generate and share.

Once companies become more comfortable with social networking, it’s natural that they may circle back and work to see how to best integrate with their advertising/marketing efforts. When they do, they will find that they have a wealth of information at their fingertips, including deep data to target users (friend networks, likes, dislikes, and much much more).

Companies will learn to harness this data to deliver custom advertising that works on a more conversational, one-on-one manner. This is not your traditional mass communication, rather, it’s a more nuanced, information based approach that will allow companies to micro target and communicate like never before.

 

Advertising, B-to-B, B-to-C, Community, Interactive, Opinion