We are going to be recommending our favorite READS, and hope you recommend yours along with any comments you may have…positive or negative.
OBD: Obsessive Branding Disorder, by Lucas Conley
According to Lucas Conley branding has gone too far. Instead of truly finding something innovative, corporations just re-brand. I’ll try and boil this 256 page book into the most important points that I got out of it.
Rebranding New Orleans
For example, apparently after Katrina, New Orleans‘s crime rate soared 300%, causing huge problems. Among them was a drop in tourism. Instead of spending money to clean up the complex problem of crime and its causes, New Orleans spent bucket loads of dollars re-branding the city. “Come back to the birthplace of Jazz”. It was easier to
rebrand then get the crime problem solved. That is the author’s point. And in the end the new branding didn’t do that much to increase visitors.
This book has lots of stories from Proctor and Gamble, and large Branding agencies located in their headquarters state spending millions. I’ve never had more than a few
thousand to rebrand a company and I did not realize that NASCAR has branded
it’s own burgers, BBQ grills, automotive accessories, and tons of other stuff –
all called line extensions.
A brand as a “community”
Apparently the author feels, as a society, we are all very lonely and need groups or “brands” to identify with. Maybe he’s right. I’m not a Coffee drinker, but I have seen
Starbucks fans quickly band together in a seminar around their branded coffee
cups.
Emotion is King
The one thing that does apply to my clients, and myself, is the importance of an “emotional” attachment to a brand. Ask an “iphone” person, or a “Prius” driver. This
is the most powerful element in any brand. And creates community. What all
marketers really want.
Be ONE thing.
Volvo is safety. FedEx is on time. Walmart is low price. Very difficult to do in a
smaller company, but I agree powerful.
What about the small guy?
So, what can be emotional about The Walsh Group? I guess I have to start thinking about that. Maybe that you are part of our extended circle of friends, sharing our lives and our values. Do my clients care? I’m not sure. Maybe we should call our company:
“Friends marketing friends”? With a tagline: “Let’s grow our businesses and friendships together.” Get back to me on that one.
Oh, and by the way, the top three brands in the World (according to the author).
1. Coca-cola – (emotionally tied with America), Pepsi is #1
in Canada
2. Mc Donald’s
3. Microsoft
And I’ll bet you are not surprised that I don’t get emotional about any one of the top three. I’m just weird.
Mass Advertising is out and online is in. What did I miss?
“The new Rules of Marketing & PR” is an easy read. I would probably have preferred a Reader’s Digest Condensed book version, but that’s me. It was revised in 2010, so it’s pretty up to date. There’s alot of good information about various social media tools. His message is aimed straight at companies, ad agencies, and PR firms that have done “traditional” TV, Newspaper, magazine advertising and corporate public relations. He refers back to the “Traditional way of thinking” time and again. (Wasn’t there, didn’t need that). However, there are many key points:
- His chapter on content and thought leadership were very specific and helpful;
- Social Media: Have a strategy. Listen to your customers. “Email is one way communications, Facebook is two way”.
- Big picture: focus on the client, build a few personas of clients. Then talk to each persona with content in websites, on social media. Know what they want. Meet them where they live.
- Have a strategy.
I used a highlighter a lot while reading, knowing I would go back to this as various projects arise. “The new Rules of Marketing & PR” is in my reference library for sure.
Still the best book on website usability is Steve Krug’s “Don’t Make Me Think”
Notice I did not say, Website design. It’s about website usability. Of course the two are connected. Published over 10 years ago, and updated in 2005, it’s still a classic. The basic premise behind it is the title: “Don’t make me think”. Don’t get clever or cool. Don’t invent some new way to have me do something. Keep to things that I am familiar with. Users don’t want to have to question or doubt what will happen every time they click a navigation link or a button. For example which text is a better name for a button: (1) jobs, (2) employment opportunities or (3) Job-o-Rama. Steve would offer that “jobs” wins, because you don’t have to think. The others cause a split second of hesitation.
It’s one of the few books I can read again and again and still learn. The updated 2005 version contains a few new chapters like, “Help! My boss wants me too . . .” The book is highly recommended for anyone who wants to get a user’s viewpoint before they start a website upgrade. Steve has a wry and intelligent sense of humor that makes the book a pleasure. And makes his points stick. It’s not a thick book, and it has lots of visuals (even cartoons). My kind of book.
The Four Agreements, by Miguel Ruiz
Balancing life with all the uncertainty. To sum it up he says, do your best, don’t assume, tell the truth, and don’t take anything personally. Much easier said than done. Read to find out HOW!
