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You are Legend!
Your marketing deserves to be legendary! Your brand and it’s story crave sharing from one customer to the next. That is the difference between a story and a legend. Think about the brands you admire most; isn’t it because of how those brands make you feel? Isn’t it the way you “flow” through their delightful customer experience? Amazon.com is of those brands, even if they can’t seem to make a profit. Jeff Bezos is quoted, in the Everything Store: Jeff…
Jerry’s Branding Punch Line
Do you know the one about Jerry and Jeff walking into a coffee shop? “I love advertising because I love lying.” Jerry Seinfeld tells the room as he accepts a Clio award for his work with American Express. He goes on to describe how people are happy in the time between seeing an ad and experiencing the disappointment of the product. He continues “I think spending your life trying to dupe innocent people out of hard-won earnings to buy useless,…
Is that a Gap in Your Brand Story?
In days long gone a company’s brand story typically emanated from a single place, from the company itself. Today, technologies like Twitter, Facebook, Instagram, Pinterest, blogs, Yelp, and (insert technology dijour here) have given customers a powerful platform to get in on the act. Too often there are two completely different brand stories being told; the story you tell yourself about your own brand, and the story your customers are spreading. Which version of those two stories is most likely…
How to Manage a Legendary Brand
There are bad companies, good ones, great ones, and then there are legendary companies. Legendary companies that disrupt, innovate, revolutionize their space. These companies lead, not just in market share, but in the hearts and minds of their customers. They come in all shapes, sizes, and business models. Yet each one can teach us something about how our companies can become legends. In just under two decades Amazon.com has become in the digital age, what the Walmart was in the…
The Lonely Brand Story Meets Social Media
Brands must make sure their stories are being told properly across all channels and that they can measure alignment and congruence across the channels as well. In 1967 Maytag aired its “lonely repairman” TV commercial, telling the first of many tales of a Maytag repairman with nothing to do and nothing to repair. The Maytag repairman became an icon and for more than 40 years the campaign bound the word “reliability” together with Maytag in the minds of millions of…