Category: Branding

Earlier this year, my good friend Thomas (a PhD candidate and officiant of my marriage) wrote a very timely post about his decision to blog despite some who advised otherwise…

Why I Blog — Thomas J. Whitley: “Though many academics have resisted the move toward ‘branding,’ it has long been a part of academia. One’s credentials, what they’ve written, and where they’ve taught make up their brand and determine, to a large extent, who reads them, who assigns them, and who thinks of them for panel invitations and professional society nominations. Branding has only become more important with the ubiquity of information readily available on the internet.”

Whether you’re a teacher, preacher, business, nonprofit, politician, or insurance salesperson… you should blog.

“Giving away” your knowledge results in so many worthwhile returns.

Trust me.

‘”We believe the new bars will inspire people to not only quickly identify their own symptoms and satisfy their hunger, but give them a new, fun way to call-out friends and family on who they become when they’re hungry, too,” says Snickers brand director Allison Miazga-Bedrick.”

Source: Snickers Swaps Out Its Brand Name for Hunger Symptoms on Painfully Honest Packaging | Adweek

“Brand apathy” is a very real and serious issue for both large and small businesses, nonprofits, and churches looking to make a connection with varieties of demographics, community, consumers, and people.

It has been interesting to see Coca-Cola roll out their “Share a Coke with…” campaign and the various amounts of reception it has generated. I’d love to see those internal metrics on which names, which zip codes, and which demographics perform the best.

Motorola, Nutella, M&M’s, and Kleenex are among the larger companies that have jumped on the idea of using personalized packaging to increase brand engagement. Smaller companies, such as those in the wedding and service industry, have long used personalization as a marekting tool.

However, beyond using a first name and last name scheme on an email newsletter or a “personalized” letter in an offline mailing, many small businesses have yet to use the tools available to do more personalization despite the potential benefits.

I’m always surprised by clients or potential clients who are so strongly insistent on their brand identity (whether it be a logo or a particular style of packaging) that they are simply unwilling to even consider a form of personalization despite the metrics and data.

“Consumers” in 2015 and beyond are accustomed to the idea of personalization, partly because of large brands such as Coca-Cola, but mainly because of the web. If you’ve spent any time at all browsing, surfing, or buying online (and who hasn’t), you’ve certainly noticed personalized ads that follow you from Amazon to Facebook to Google to Huffington Post and back again. While we’re currently debating ad blocking and tracking in the nerdy sectors of the internet, there’s no doubt that the web has become full of trackers because they work. Granted, adtech hasn’t been the best steward of these tools, but there’s real benefit to using them ethically.

So why aren’t small businesses, churches, or nonprofits making more use of personalization online and offline?

I’d say it mostly has to do with the psychology of their leaders and an unwillingness to do better marketing through exploration.

“Talk, don’t listen … decide, don’t engage” sums up that mindset. That’s a mindset that will lead to organizational death. The Cluetrain Manifesto is old in web years, but still very applicable.

“Other than not quite looking like him, his voice being different, and his inability to cook the world’s best chicken, we thought Norm was the perfect choice to play the Real Colonel,” said KFC US CMO Kevin Hochman in a statement. “I think the fans will agree.”

Source: Norm Macdonald Is the ‘Real’ Colonel Sanders in Latest Ads from W&K

I generally appreciate advertising campaigns that give a nod to the past but push a brand forward in a creative way… I don’t think Wieden & Kennedy Portland have done either here.

If you have a US startup called X and you don’t have x.com, you should probably change your name.

The reason is not just that people can’t find you. For companies with mobile apps, especially, having the right domain name is not as critical as it used to be for getting users. The problem with not having the .com of your name is that it signals weakness. Unless you’re so big that your reputation precedes you, a marginal domain suggests you’re a marginal company.

Source: Paul Graham – Change Your Name

I have so many conversations with clients or potential clients about the need for a good domain name. For a number of reasons, that’s an easier conversation with startups than it is with, say, churches or nonprofits that have existed as an organization for decades.

Regardless of the case, there’s always a way to secure a .com that at least contains your name. Don’t fall for the .churches or .faith or .nonprofit or .startup or .marketing TLD domains that are now being offered. Secure the .com. If you’re a school, nonprofit, church etc, then secure the .org as well.

As an aside, I also have the .com’s of all our family and children (and child-to-be coming this November but is still in stealth mode). You should have that as well. We’ll eventually swing back from a web controlled by social silos to one spread around to sites based on our own identities (again).