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A PUBLICITY STUNT – GONE HORRIBLY WRONG

Nov 1, ’13 3:50 PM

bostonstrongoutfieldWhat a semi-untraditional idea – having fans at a World Series game hold up cards spelling out something that sells your product.

However, no matter how fresh your execution is, it has to be based around a strong idea.

In this case, pandering and corporate chest-beating won out. And the Chevy Silverado brand got a huge black eye.

See, after the Marathon bombing earlier this year, “Boston Strong” has been a rallying cry for the town. As you can probably tell, “Silverado Strong,” the planned reveal for all those holding up cards in their seats, didn’t go over too well with the town. Matter of fact, it caused a huge stink, and the promotion was cancelled.

Lesson for today – think about your brand from the consumer’s point of view. Is what you have to say interesting? Would it cause others to want to find out more about you? Perhaps interact with you? Would it stir up any emotion?

Remember, telling the world about your brand is really easy. Saying it in a way that interests others is really really really hard.

by Francis George Brand Futurist/Minister of Creativity/Department Of Artisans

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EXCUSE ME, YOUR AGENDA’S SHOWING

Aug 20, ’13 9:03 PM

Screen Shot 2013-08-20 at 4.38.03 PMThe future arrives on our doorsteps every day as a new opportunity. So why is it that some of us seek to perpetuate the status quo when there is so much to gain from moving forward? This is the story of a valuable lesson relearned.

We recently met with the executives of a national association whose members are marketing organizations that sell travel-related products to the public. We have a service product that enables each of their members to understand customer-driven best practices, implement them and track their progress (rating) vs. the norm…something that currently isn’t being done. So rather than market directly to each member, our thought was to work with the association and provide a new benefit to their members.

All was good, except for the ratings part. They said: “Why would we want our members to compare themselves to one another?” Our answer was pretty simple: They already do. Everyday, everywhere on the Internet they are being reviewed and ranked. To make matters worse, the rankings and reviews are subjective and unreliable; where one person says 5-stars, another says 2-stars. By providing objective data and reviews as an alternative we can begin to balance the equation.

But they politely declined. In the end, personal agendas were more compelling than actual progress. In this case, the individuals involved were at the peak of their careers – a few years from retirement. In spite of clear benefits to their members, an agenda of change was not worth their personal risk.

Is your personal agenda in line with your professional agenda?

by Dwayne Fry Brand Futurist/Minister of Strategy/Department of Idealists

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WHERE DOES STRATEGY COME FROM?

Apr 23, ’13 8:27 PM

Screen Shot 2013-04-23 at 4.21.10 PMNot too long ago I spoke with a group of UNC Ad Club students who were interested in pursuing planning as a career. Many had been through internships in larger agencies where planner roles and related job titles varied widely. My take was that titles don’t really matter. They should find out what titles or group of people within the agency are responsible for strategy, and that’s where they should try to find a job. Strategists have a a keen perspective on the marketplace, the competition and the client’s business that are at the heart of effective planning.

That was all well and good, until someone asked, “Where does strategy come from?” At the time, I gave what I thought was a good answer about the process that leads to a good strategy. Looking back, this is what I should have said:

Developing a strategy is just like playing chess, driving home during rush hour or even coaching a football team. In theory anyone can do it, but early success is rare. Over time it becomes easier. Patterns emerge. Opportunities reveal themselves. Outcomes become more predictable.

In the end, Strategy comes from experience. It comes from the ability to process lots of seemingly unrelated information and identify a better solution, knowing there is always room to adapt and improve. Strategy comes from a mindset to outthink others. Bobby Fischer did it with chess. Bill Belichick does it on a football sideline. Where will you shine? What is your strategy?

by Dwayne Fry Brand Futurist/Minister of Strategy/Department of Idealists

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CAN YOUR PLAN BE HIJACKED?

Jan 4, ’13 8:54 PM

With all of our marketing textbooks, classes and degrees, and our guru books, blogs and seminars, how is it that our marketing efforts so often miss the mark?  Certainly it’s not because we don’t know what to do. It really has more to do with the lessons omitted. Specifically: How to identify and overcome the ever-present forces that can hijack your plan.

Have you ever compromised a plan in the name of team work? Adjusted critical elements or language to satisfy a vocal, yet misinformed co-worker? Or even made changes in advance to please the CEO? Personal agendas, office politics and fear of innovation can reduce any of us to willing accomplices. Leaving us owning and being accountable to watered down plans.

Be prepared for the doubters. Overcome their objections with conviction, confidence and determination to keep your plans on track.

by Dwayne Fry Brand Futurist/Commander Strategic Ops

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SPREAD SOME HOLIDAY CHEER! TAKE A MINUTE TO THANK A HERO!

Dec 22, ’12 5:23 PM

a message from the Executive Director of The Army’s Army, Janine West:

Dear Army’s Army Partners and Members,

Last week The Army’s Army paired with Cumberland County Schools to say “Thank You” to our heroes this holiday season. Elementary, middle, and high school students from 15 different schools across Cumberland County made more than 5,000 handmade cards that were delivered by The Army’s Army to veterans and service members. From heartwarming messages of appreciation to special tributes of admiration, students were passionate about saying thank you to our military.

To showcase the these wonderful holiday cards, The Army’s Army has created a website, HeroesThankYou.org in which users can view each card and share them with friends and family they’d like to say thank you to. All it takes is one simple moment to share a message that could change someone’s life forever.

Please join The Army’s Army in our effort and send a card to show your thanks to our heroes.

To see and share the cards visit www.heroesthankyou.org

Thank you for your continued support!

reposted from www.armysarmy.org by Robert Shaw West, Brand Futurist, Commander in Chief, The Republik Companies

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AN OPEN LETTER TO LINKEDIN: PLEASE BE YOURSELF

Oct 4, ’12 3:55 PM

Dear LinkedIn,

I’ve been a fan and user for quite some time.  Until recently, most moves you’ve made seemed to make a whole lot a sense to me. Things like “groups” and “answers” and suggesting people I might “know” are very useful.  In general, LinkedIn is a great tool to build a professional network, get to understand and learn something from your peers and share with them.

And, Twitter’s loss seems to be your gain. The posts (updates) I receive are much more relevant because they come from within my network.

But to me, I think you’re beginning to lose your way. Why is it valuable to me when 90% of the “updates” I receive are about endorsements or who someone is following?  Who ever said they wanted this? By the way, I have yet to see one “like” on any of these posts. So hopefully I am not alone.

Let me double back to the new “endorse me” stampede. Is it really too much trouble for someone to actually write a recommendation about someone? Something we all can understand and read between the lines as to how worthy it is. What we have now is a check-the-box merit badge system. Scratch my back and I’ll scratch yours. To what end?

So here’s what I’m asking. Don’t try to be Facebook. Don’t try to be Twitter. Be yourself. Be someplace I can go and get a sense of what is going on in my extended world.

Thanks for listening

by Dwayne Fry Brand Futurist/Commander Strategic Ops

Photo Credit: courtesy of www.businessinsider.com, How LinkedIn Gets TWENTY Times More Money Per User Than Facebook

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