Donald Trump kicked off his Presidential campaign by attacking Mexican immigrants. And the whole country was in an uproar. NBC...
Archive for tag: focus
When you combine a focus, name, verbal nail and visual hammer, you can build a brand that cuts through the mind and goes straight to the heart. Wounded Warrior Project does just that.
Frozen yogurt is a popular summertime treat and personal favorite of mine; it is also a category that has experienced tremendous growth with new brands branching out in all directions. Like a tree that branches out as it grows, categories grow and diverge over time. What was once one category ends up diverging into multiple categories. And many times the original leader fails to keep up. Here is my recap of the Fro-Yo wars.
While the gridiron battle between the New York Giants and the New England Patriots was close, the advertising battle on the tube was not.
The Super Bowl battle for commercial success might better be described as a mixture of the old classics, the new stuff, the overly sexy and the over the top.
Steve Jobs was a rebel who didn’t go about life or work in the normal way. He dropped out of college, was a fruitarian for a time and was often called an arrogant, obnoxious, weirdo. Being a rebel, however, wasn’t the secret of Steve Jobs. In our youth-obsessed culture, rebels are a dime a dozen. Steve Jobs was a technology genius. But being a technology nerd wasn’t Job’s secret either. Silicon Valley is filled with brilliant technology nerds. Steve Jobs was a design genius. He was obsessed with creating tools that were not just good but beautiful. But being a design genius wasn’t the secret of Steve Jobs either. The world has many great rebels, great technology geeks and great designers. What made Steve Jobs so unique was his supremely-gifted marketing ability.
It’s the headline of our times “Brand X Moves to Social Media.” It’s the hottest trend in marketing with executives from the corner offices at Coca-Cola to the front lines at the local barber shop talking up Twitter, Foursquare, Groupon and Facebook. Since the Great Recession hit, we have been forced to do more with less and what better way to accomplish this than with social media. Compared to traditional advertising, a social media campaign is cheap. But is it effective? It all depends.
What is RIM doing wrong? Why don’t people appreciate RIM’s BlackBerry brand, profits or growth? Because they are fighting the wrong battle. They are focused on the wrong target. BlackBerry has been chasing the consumer instead of chasing its less-sexy business customer. Why it is that companies that have great success and profits with business clients feel the need to ditch them for the fickle, finicky and thin-margined consumer?
So you want to start a business? You’ve got an idea, you see an opportunity in marketplace and you plan to work hard in building your business, but where do you start? You start by building a brand. So how do you build a brand? You need to do three things: get focused, be first and become famous.
The Starbucks brand was built on coffee and nobody knows that better than Howard Schultz. Seeing him so blatantly and arrogantly remove it from the logo is blasphemous. And not because Starbucks shouldn’t launch non-coffee products. Starbucks should be thinking of launching non-coffee products. But not with the Starbucks name. They should think like Toyota and launch brands like Lexus, Prius and Scion. Instead, Starbucks seems to be planning line-extensions that will dilute the brand in consumers’ minds. And nothing is worse that a watery cup of Joe.