I’ve launched a couple of my own companies, and helped more than a half dozen other brands as well as others’ book projects launch. The media landscape changed, but there are common approaches I would execute today if I were to launch a new company and brand.
Here are my top five activities for forging a new brand:
1) Align with stakeholders: Usually a company, brand or service is created with a vision in mind, a way to do things better. But sometimes that entrepreneurial vision is not in line or positioned well with market needs. Continue reading →
I re-edited this John Wall jumper photo with Snapseed, one of my favorite social tools for photo sharing.
People frequently ask my opinion about social networks and applications. While I oblige requests individually, generally I don’t proactively seek to give advice or blog about tools unless the discussion revolves around a macro trend or impacts strategy.
It comes down to positioning, long term viability and personal interest.
More and more voices state that content marketing overhype has jumped the shark. They’re right. As a primary strategy content marketing is overhyped. Instead, brands should focus on customer experience marketing.
Before we go too far, let me say I love content, all forms of it, too, not just online, but events, print, and music, just to name a few. Brand developed content (cough, advertising) offers a great tactical toolset, one of my favorites.
That doesn’t necessarily mean content marketing should serve as every company’s primary outreach strategy.
Why not just make Facebook your primary strategy? Should we have that conversation again?
A better strategic approach focuses on marketing tools as extensions of the brand experience.
The following is a guest post by Erica Mills. She created a low cost tool called the Marketing Tree that forces you through a strategy process. I thought it was pretty cool, and asked her to blog about it.
Please welcome her. Bonus miles, the three best comments will get a Marketing Tree process mailed to them.
Since we don’t really know each other, it’s probably rude of me to say that your marketing stinks. Fair enough.
The thing is, I’ve taught thousands of organizations and businesses how to do effective marketing and here’s what I can say: your marketing might not stink, but you’ve probably got some Extreme Marketing Mayhem going on.
Why the mayhem? Because if you’re like most people, you head straight for the latest, greatest shiny objects and skip over all that boring planning and strategy stuff. Continue reading →
It’s funny how much we talk about content frequency, retweet ratios, comments, etc. as key determinants of influence. What really matters in interactions with people, particularly as a content creator, is consistency.
Not that content, retweets and interactions aren’t important. They are (depending on your goals).
They’re just public and measurable, making them easily quantified. Go Klout.
From a psychological perspective, when trying to develop influence and loyalty we need consistency in those acts. We trust people that deliver reliable consistent acts, and are even lulled into trusting them without thinking about it (groupthink). Continue reading →