Nothing Comes Closer To Getting Under Your Skin Than This Simple Branding Idea Most branding efforts focus on name, logo, and tagline....and are primarily driven by graphic design. (While that's a good start, that can be a boo-boo, as "branding identity" should be based on strategic thinking about the product, markets and the match of interests, first....and then executed with brilliant creativity by logo and website designers who understand that brand direction.) However...as important as strategically-driven name, logo and tagline, quite a few other considerations are vital – products and services which support the brand, and are communicated in an integrated style, and all inbound and outbound marketing that delivers those communications, and more. Okay, that said... Branding can be supported by little things: Even something as simple as a "Band-Aid"... . ....or, at least an "adhesive bandage," put out under the Walgreen’s name and logo. How do I come to this conclusion? Simple experience — from a shot in the arm that I got at the local Walgreen’s. You walk in. They poke you with a needle. Whether you’re “good with needles” or not, that little adhesive bandage makes you feel better. It’s covered up. “All better!” Walgreen’s had somebody thinking. They realized this feel-better moment is a good moment to remind you that you just got poked at Walgreens. The red “adhesive bandage” they slap on your arm is as close as you can get to a consumer. It’s very personal, you’re placing it on your own body. It even works with your own body’s OS, the built-in Auto-Reminder...called itching. And its got their logo on it. Nice. Simple. Effective. Sometimes it’s the “little things” that make an impression. ---- - --- ---- Joel Alpert is a Branding & Marketing Wizard based out of Atlanta, who is apparently enamored with the Walgreens adhesive bandage. Band Aid Adhesive Bandage is a registered trademark of Johnson & Johnson. Walgreens sells a lot of their stuff, too.

Really? Joel says "It's good to be ignorant!" Really? Joel shares strategic insight which has major impact on brand development, business strategy, and marketing communications. The medium is Structural Dynamics Consulting, developed by Robert Fritz. And the "structures" represent business dynamics that can inhibit your progress… or, better yet, help you create the results you want faster and more easily. This was presented to a group of experienced marketers, Invited and introduced by Stephanie Richards from the SowGrow Marketing Council… this video blog will stimulate your thinking. Presented to a group of experienced marketers, Invited and introduced by Stephanie Richards from the SowGrow Marketing Council, this video blog is a challenge,

Deli meat and big pecs can be scary. But not as scary to a business as distorting the truth and turning off customers! My favorite commercial a few years ago was the “Welcome To The Deli” spot, from Applegate. They sell natural and organic meats. It’s very funny. And it hits its branding target right between the bovine eyes. The reason why this commercial tastes so good is because it addresses the evasive advertising-speak that so many companies use. But the truth is… In branding — in business — the truth is, you can’t get past the truth. You can reinvent it. But you can’t avoid it. And why would you? So don’t lie. And be aware of what consumers think -- the creators of this spot were clear about this. You need to be straightforward, and really understand where your prospects are coming from. And address their skepticism directly. You might explain why your product or service is different from the norm, with specifics, not generalities — because the consumer “listening” out there is for bullshit. Which is the last thing you want to come out of a bovine, or any other source. Buyers want real meat. You get to those specifics by engaging in structured, holistic thinking about your product/service and it’s audience interests — and you should be walking away from the deli counter, or your strategic branding/marketing sessions, with fresh-cut thinking, clear product/service benefits, and sharp-edged content tools to help you cut though buyer skepticism. It’s a process which is vital for strong branding and marketing. This spot does such a great job of establishing its all-natural brand…, … by staying with a singular message for one 30-second spot…done brilliantly. Making fun of stuff that aint natural. Ultimately, the message is: (I don’t want chemical-infested meat), tell me the truth, is this all-natural? Welcome to the deli...! And just for fun, here's another from that series…

If you're thinking about branding in 2023... ...or, God help you, shopping for a brand consultant or agency -- glazed-over with their PDFs or Websites or PowerPoints... ...and they list "Branding" under "creative services," chances are you need to ...run away! Most branding efforts focus on a fresh logo and website graphics... and is primarily driven by graphic design. Maybe this is a surprise to you -- but that's a 300-lb. gorilla! If you're branding or rebranding, what's wrong with good logo graphics? Don't get me wrong -- I love me my good creative and graphic design with a passion. I thrive on developing good creative, and have a shelf-full of awards from my professional peers to support that claim. And I think that logo and tagline are absolutely vital first impressions. I think it's important to work hard at these components. Screw these up, and you miss the boat! Is my stance on this part of the program quite clear so far? That said, I've shuddered at a few networking events, when good design firm reps explain that their "strategic process" for company branding and site design is asking clients what they like, and offering options. A-r--r-g-h-h! Is this the "value" professional marketing firms add? Don't you think a marketing for design firm should be adding a visual vocabulary that's way bigger than what websites your client happened to find and like? And is building a business only about good design??!! A great name/logo/tagline and website are not secondary, they're primary. They're often the drawbridge over the buying moat. But, sorry...but by themselves, they don't sell. Me, I'd whither on the vine...be parched in the desert... go loony-bonkers...if not for the strategic thinking that should drive brand identity. Shhhh! Creative Branding That's Missing Real Strategy Is The 300-lb. Gorilla! When it comes to the "strategic thinking" side of branding, "strategy" must come first. And second. Then you can start crafting brilliant graphics which directly support those directions. Here are some key brand identity components to work on, so you don't slip on the giant gorilla's banana skins! NAME. It's what prospects need to remember, to do business with you. It should get them to your website so they can sniff out your monkey fur. So when people speak your company name, is it a snoozer like Advanced Technology Solutions...or something with more energy, like TechVelocity Partners? Do you want your company name to be Signs In A Day (a decades-outdated benefit)... or SuperSignsSuperFast? (Yes, these are examples of company renaming we've done.) You always want the name to clearly represent what he company does! Logo. It's that visual doodle that triggers your noodle to remind you of all the impressions you have of the company's products, services, delivery, and more. Your logo has "content" and personality . Are you showng a cool graphic… or are you showing a graphics that suggests what yhthe business does right away? Is your logo more like Jimmy Fallon...or Woody Allen? Is it boring, like "chewing the fat"...or an energetic "True, dat!"? Tagline. That little phrase near the logo, that conveys a focus or value. This can be conveyed many ways. Is it more like "Optimized Technology, Delivered"....or more like "Your Smarter IT Trajectory"? "Your Go-To Production Company"...or "We shoot it. We kill it. Your audience eats it up." Is it more like "Practical Approaches to the Cutting Edge"...or "Empowering Techies. Accelerating Business"? (Yes, we created the"after" examples above, based on our branding process.) Is Name & Logo & Tagline...enough? HELL, NO! The next part is even more important. So let's say you somehow come up with a sharp company/product/service name, logo and tagline (likely not, since you skipped doing real "strategy"!) — okay, great -- that helps get the customers into the store. But are your shelves empty... or is the stock outdated or disorganized? Your products and services offering needs to be thought through. Frequently a tweak in the delivery of the service is a marketplace differentiator of high value to prospects. And you also want to thank though these offerings, in order to find out what the heck will be influencing your branding umbrella. It should influence the company name / logo / tagline. From there, the website UX should be based on what prospects and customers really want (y'know, specific content they want to get from an authority source, for example)...and if you only did a quick brainstorming session or filled out a form from the graphics department, you don't have much to go on to distinguish and describe your offerings. That seminal input comes at the start of the process... it's not something you should shoehorn in later. (And a number of my clients have innocently and hopefully suggested "We need sales now... can't you just do our website right now, and add the branding later?" Well, you could do that...but only if you want to destroy your company brand. Or if you'd like your company brand, products and services to sound like the meandering rambling of residents from "One Flew Over The Cuckoo's Nest"? (That'd be a "Hell, no.") And don't you think -- that if we thought through all the strategic stuff, and we figured out some breakthrough ways to deliver your products and services to your customers -- that it might influence your company description and brand identity? (Can I get a Hell, Yeah!?) Your products and services are what brand represents, right? It it fair to assume that you would not want them to be communicated all helter-skelter higgledy-piggledy and such, harrumph, yo. You want all your inbound and outbound marketing, and all sales and marketing presentations that deliver those communications, to speak with one voice. To kill it from the get-go, so that your company is automatically on the short-list, if not on top of the list. Don't just "look busy"...And don't waste everyone's time when you ask The Wrong Questions Your Company Branding Process: What Questions Ae You Asking...What Are You Thinking? "Thinking through your branding" means... thinking. Thinking = Good. That's not filling in the blanks in a mandatory corporate branding exercise. One size doesn't fit all. So, for example... There's a difference between going beyond questions like "What do we offer?" (which is an internal corporate orientation)...and "What are the benefits to buyers? How do THEY think about it?" (which is where the rubber meets the road). There's a difference between "What do our customers want?" which could be answered with better products or lower prices or faster deliver or whatever...and exploring "What are their buying motivations?" which deepens your selling perspective with all kinds of corporate and personal considerations. If you include strategic planning that has real value in your program. there's a difference between only addressing "customer needs"....and also including "owner and employee team needs," which are just as important. The point should be obvious — well intentioned questions if asked wrongly are a big problem: You come up with crap. And knock the wind out of everyone's sails. If Branding Is So Damn Important, How In The World Do You Evaluate & Measure Your New Brand Strategy Fair question, glad you asked. Certain programs can be measured accurately. Branding is trickier, and while you can take it into the in the realm of beancounter evaluation, it's tricky to research, and you have to go with a combination of objective strategic thinking, and your gut. Even if branding is difficult to measure, it has to work. I'll admit to working with some of the best agencies in the advertising world -- producing work that's is measurable -- Direct Response/Direct Marketing. While it can be a bit nerve-wracking at times, trying to move the needle, I got the blood-thirst for inching up response rates. And I've learned that the best way to move the needle in your marketing programs is with a combination of big-picture strategic branding thinking, and attention to tactical marketing details. So it should be more obvious that on-target branding is a strategic/creative endeavor that drives success...not just a detail to check off later. And while "creative" ideas can come from anywhere, they need to be evaluated by people who have experience in how these reverberate across a roll-out in the marketplace, across a range of inbound, outbound and sales programs, and potential line extension. So I appreciate that devil is in the (big picture and the) details. And you don't want the devil to look like a 300-lb. gorilla, who grunts "Branding is creative." Because it is...but it's more than that. Even if the guy in the gorilla suit, who was walking on his knuckles, is the division President. Even if the ad agency you've hired for the rebrand gives you all the free bananas you can eat during the "creative branding" sessions. - - - - - - - - - - - - - - - - - - You might also want to take a look at or blog post on the value of your brand. Joel Alpert has nothing against gorillas. He was trained and worked with some of the top bananas in the world of strategic thinking, direct marketing, and human potential. He loves creating the name/logo/tagline triad...after we monkey around with smarter strategic brand thinking....so our foundation has "some place to go" for your prospects....and your products and services support and integrate with the brand. Yep. His signature PowerBranding process is a hybrid of the innovative strategic tools of Robert Fritz, Inc.... and years of developing effective, award-winning creative work. for large and small companies. Share this post. Come Visit: www.MarketPowerOnline.com Take a minute and connect and say hi.

If you’ve been using the classic SWOT Analysis strategic tool, you won’t be arrested. But your branding and business strategy have been arrested, if you have been using this inadequate tool. Yikes! Why say SWOT is inadequate? Doesn’t this classic business tool gather essential information needed to understand your business and the marketplace? Isn't it a great tool...a classic tool...part of our vernacular in business, management, and marketing? Yes…but really no. SWOT gathers information. Of course you remember that SWOT stands for Strengths and Weaknesses (of the company)…and Opportunities and Threats (in the marketplace). I’ve called this a “marketing snapshot” of your company’s current reality. The reason why we need to pop a cap in the butt of SWOT is because that’s all it is -- a snapshot. A photo which shows you what’s going on in the moment. At best, it’s a good description of what’s going on “now.” Here’s the punchline: With all the stuff you’ve learnt and agree with — about vision, and thought leadership, and purple cows, and blue oceans... ... don’t you think that real vision…. and a clear look at the components of what you're offering...and why buyers say "yes" — should be pivotal in the model you’re using for branding and organizational strategy? Don’t you think that, at best, doing a SWOT Analysis "marketing snapshot," and then overlaying a “vision exercise” – later -- is a bit cross-eyed? If you’re only looking at what you have now (“situation analysis”), you’re killing your vision — not caused by reading in the dark, but because you should be able to see there’s no movement towards creating anything, if your destination and current perspective are not part of the thinking equation! "Situation Analysis” has big value… but it’s not generative. It doesn’t create anything. Are you going to suggest that your most enlightened corporate vision and management direction will be based on Situation Analysis, "the way things are"...from among your "available choices?" That's like the difference between what's on HBO tonight… and a subscription to Netflix. Uh-uh, we want to create the best possible options and choices, not be locked-in to "existing" choices. And while it does have some valuable uses (my confessional is coming up), Situation Analysis is hardly the best tool to use when doing branding work or strategic planning. Your best vision will be developed by seeing things freshly (yes, absolutely including "what is," Situation Analysis)... and discerning or inventing new direction for your company — whether that’s a functional overhaul or a transformation of the company purpose. Strategic thinking and strategic planning can start when you know where you're going! Imagine if SWOT were an Opportunity to take a vacation. If it’s a snapshot of how things are in the moment — and if your destination is not in focus, how do you know whether to pack ski pants and boots....or flipflops and swimsuits? Want a great option to being stuck with what you got? "Being stuck with what you got" does not exactly embody brilliant or valuable change. If you’re going to engage the brainpower of your team to create strategic or branding change (without Recurring Eyeroll Syndrome), let's use good thinking tools. Want to try on a different approach? A very practical model was developed by Robert Fritz, Inc., called Structural Tension... ...which I’ve been using for many years. It’s simple and clear. After some efficient reality-based information-gathering… we bring in key team players from the company, and together… (1) Specify the destination, gaining a clear picture of the End Results. (2) In relation to the End Results, we isolate relevant factors and define “what’s going on now?”...what is the Current Reality? (3) Create Action Steps will help the business move most efficiently from where you are… to where you want to go. To move past SWOT Analysis, keep both points in clear focus — End Results and Current — this creates a powerful dynamic tension which seeks resolution, which you can do with your Action Steps. Whether you do branding only or a more comprehensive business plan, (ours are PowerBranding or PowerPlanning Strategic Action Plan), you'll want do some eye-opening work on what your offering is really about... take a fresh look at who wants it, and why (!)... company goals...and where there is a "match of interests" where your prospects turn into customers. You need to know where you are, otherwise your best driving directions — “1,280 miles east, then head 170 miles north” — won’t work, if you think you're driving from Kansas City to New York… but you're really in Miami. While that process can indeed be straightforward, it requires guidance and ongoing re-clarification. And it should have deeper levels of consulting thinking that ensure we produce accurate, relevant and adequately-detailed input. That often does not happen. Corporate America — it’s generals and foot soldiers — are famous for ensuring that their legions make things sound better than they actually are in reality. Otherwise they lose influence in the company, or lose their jobs. And many of us marketers swell up like puffer fish when we describe products and services. Our challenge is akin to what Oscar Wilde said: “To be clear at all costs." You just can’t create results effectively if you’re not living in reality If you’re not clear on your starting point and your current state, any steps you take might, at best, help you stumble in the right direction … and at worst have you hit the pavement face first. So a good consultant or internal team leader will help keep your destination in sight, and help you take a clear hard look at your current reality. That is the most powerful and effective way to produce results. Clear destination… clear starting point…practical action. So how do I know this model is better? I’ve worked with folks who have used all kinds of models, including SWOT and Structural Tension. I've checked it out. For example, I even worked with a notable ad agency that brought me in to help with branding, run targeted marketing tactics and produce the repositioning and targeted creative campaign for a 3-lettered global technology company. At first I was intrigued — we used a process they were all buzzed about — with colored Post-It Notes to display everyone’s input, confidentially. Top executives participated, this was going to be transformative, innovative, kinda magical. Everyone had a large Post-It Note pad of their own color, and could guide the direction of this new technology product and program However, it didn’t take more than about 4 minutes for everyone in the room to figure out that the Big Boss’ personal note color was lime green. And the symphony of almost-disguised sycophantic behavior that endorsed every lime green Post-It that hit the whiteboard... also didn’t move the ball ahead. The Big Boss was clearly unfamiliar with the developmental thinking that was done, which might have lead to a Big Idea... but his "guidance" merely solidified old strategic and branding direction that was... at best, weak. (Arghh.) I can tell similar tales of Gimme A Break, with various processes that are well-meaning... but just not powerful enough. I will say, that used correctly, the Post-It Notes thing can work for ideation — you can gain input and consider many ideas efficiently using this approach. But do you really want to base the business and marketing directio of your company on hastily-assembled input, and quick votes. Obviously, I'd say "no"... you want to consider the cases and implications these ideas present. Then you rock and roll. Okay, okay, okay...how long has it been since my last confession? I’ve used SWOT about 10 months ago, when a business owner asked for it, and a level of detail was actually quite valuable for a competitive analysis. It was useful at that point — only after the “structural tension” model was deployed, and we had established clear direction. If you haven’t established that clear direction....much of the detail in SWOT is of limited value or irrelevant…falling like a spent sniper shell… splattering under the sudden flick of a fly swatter. Why would you care that you pass 3 slope-side pro shops where you can get your snow skis waxed at half price....if you’re on the way to the beach? Information collected when there is no strategic focus is just… noise. Here's your challenge: Can you and your team stop texting long enough during your strategic planning meetings to do your best work — to figure out where you’re headed… and take aim at your goals? - - - - - - - - - - - - - - - - - - - - - Joel Alpert has been working for many years with the unique consulting tools developed by Robert Fritz, Inc., and has paired up to work with a variety of branding and marketing leaders. He's developed branding, strategy and marketing for the Fortune 500 and the SMB "Fortune 500,000," using Structural Tension and other Fritz consulting methodologies.

Russell's experience with LinkedIn didn't prepare him for what he was about to gain in MarketPower's workshop — " LinkedIn" Turn Your Profile Into An Effective Business Tool In Just One Night!" He says "…I knew it was an important thing, I just simply didn't know how to use it."

Now you can’t fault Homer for trying DIY Marketing. He often tries things. Yikes. Homer studies marketing to get ahead, so he can keep his job at the bowling alley. What could possibly go wrong? But this kind of ding-dong-diddily-do thing is not quite up his alley. He does it his own way, from whatever limited perspective he has. Not surprisingly, he strikes out. D-OH! Of course you want to Do It Yourself. Of course you don't need to spend the tie andmoney hiringa professional. But think about it: Aren’t the time, effort and dollars invested in your company worth more than D-OH!? And if you're a pro at what you do… woldn't you consider hiring the right pro's— , with experience and talent — to help boost your business growth? When you think about it, aren’t sales the lifeblood of your company…and aren’t they driven by branding & marketing? And if you're good at your work, but a beginner at branding and marketing, can you really expect to do a great job? You could Do It Yourself…but all kinds of popular expressions come to mind…the kind of expressions we usually try to learn from, such as… "A man who is his own lawyer has a fool for a client." "Good judgment comes from experience, and experience comes from bad judgment." And if you only want the twitter version, you get Homer Simpson’s world-famous: D-OH! So let's get real, so you can help your company be all it can be. If you’re feeling trapped by the specter of unallocated capital (or you just ain’t got the money)…you could try doing it on the cheap. Hey, if you have to, you have to. But more often than not, even in this day and age where everybody and their grandmother has their own personal brand…some CEOs still struggle with questions about the value of branding. Even when a prospective client is thinking about it, they will ask me questions like… “How do I know what to do for my branding and marketing?" Or, "How much should a good logo should cost?" And "Is all this really so important? we’re not Coca-Cola…” The answers to those questions become less vexing when you realize — D-OH! — that your prospect's impression of your company is not only vitally important, but is equivalent to the company itself. These impression are the gateways to a Go/No-Go decision for them to move forward with you. And if your sales team has to fight a weak brand identity, you're making it pretty rough on them. I've watched a number of companies flap about like fish seeking water in the bottom of a boat, trying to "overcome" their own weak branding. Whether you work for a multinational conglomerate or you own one-person consulting practice, if you want to build your “brand equity” — the value you present in the marketplace, and the real cash value branding represents for your company — you need to make a fast, powerful impact when people engage with your website or any of your communications. How To Create Strong Branding? You create that impact through a variety of tools — branding, communications, product and services, sales and marketing, and customer service. And doing those things well means thinking it through with full focus, certainly with a professional who will help you go way beyond "fill in this branding and marketing questionnaire." So do that. Your business is driven by first impression, and you may only get one shot…. so make it a good one. Especially if you are not selling a commodity product based only a discounted price. One of my favorite taglines at the end of a rehab clinic TV spot sums it up: “If you don’t get help at Charter Peachford…get help somewhere.” You can live in a cartoon, or get help and move right to "Woo Hoo!" Or D-OHn’t. - - - - - - - - - - - - - - - - - - - - - - - - - - - - Joel Alpert is a secret fan of The Simpsons,…and likes doughnuts. Ummm ... doughnuts. He’s a branding consultant based in Atlanta, and has developed brand strategy and brand identity for Fortune 500 and one-person consulting practices — company branding, logo, tagline, brand story, integrated branded products and services... straight on through to effective, award-winning targeted marketing communications. His unique process combines the innovative consulting technologies of Robert Fritz, Inc. and the award-winning targeted marketing of MarketPower. Yes, if you're considering this for your business, he’d send you the new PDFs on PowerBranding. Woo Hoo! © The Simpsons -- an animated sitcom created by Matt Groenig for the Fox Broadcasting Company.

Know What To Say, And When To Stop! This Copywriting Is About A Pair Of Socks ! I’m usually not inspired or rankled by a pair of new socks. So when I bought of bunch of Gold Toe socks at the outlet mall last week on the tail end of a road trip, I didn’t expect to want to talk back to the little gold tag and say “Shut up!” But I actually did. I said "Shut Up!" out loud. The rankle with these ankle-covers was in the little gold tag, attached. It said the right thing, but didn’t stop when it was ahead. In addition to the expected description of the constituency of said socks — “Combed Cotton”…”Freshcare® Moisture Control”…..and “Reinforced Toe" — the sock sell said: “Gold Toe® has been the gold standard of quality for generations.” I agree. No problem. “One look, one touch, one wear gives you all the confidence you need that Gold Toe® is the brand for you.” Okay. I now have the confidence I previously lacked, I now know this is the brand for me. But I have to tell you, any character flaw that I might have, or not, won’t be based on this pair of socks. Yes, you wear them, and they’re good socks. But we could really skip the confidence thing, and not wax poetic, or wax my legs. Really, let’s skip it. But the little gold tag goes further (gasp!) — beyond ”Comfortable, consistent, and durable” (which they are). The copy continues: “Gold Toe® is for people who know who they are and know what they like.” Um, yes…I like a good pair of socks. But I wasn’t getting any clarity about my identity from these socks. When copy getteth so pompous, it swelleth to ankle-chain proportions. As a marketing guy, I’ve written only rarely with a "grandiose copy style," once whilst I was romanticizing the prize of a trip to Hawaii, for a Kimberly-Clark sales incentive program. I’ll submit that painting a picture of this extraordinarily beautiful and relaxing place for harried sales producers worked in that instance. That was about Hawaii. This is about socks! In most cases, clear, simple, conversational straight talk beats marketing babble. Additionally, “verisimilitude” is a key concept for successful marketing communication The seminal direct response copywriter Herschel Gordon-Lewis introduced this concept in his brilliant lectures years ago. Your copy needs to have “the appearance of truth.” So even if it’s true, if it sounds bloated or BS-y, it’s going to be a turn-off. And that’s not why you’re writing copy, whether it’s creative, strategic, or editorial style. So let’s keep our copywriting conversational. And straightforward. Know when to stop, and not over-gild the lily. Otherwise, your prospect will think you’re stepping on their toes! Ouch! P.S. — The socks are really quite excellent. I’ve had Gold Toe socks that show little wear, even after 8-10 years. They’re made well and stand the test of time. They’re a shoe-in. ---------------------------------- Joel Alpert is a Branding and Marketing Wizard, who has worked with very big and very small companies on Branding, practical Business Strategy, and award-winning Copywriting and Creative Direction.