Category: a slice of STRATEGY

Branding has a lot to do with career change and job hunting. You need to convey a strong, consistent, authentic brand – and, just like when a company seeks a corporate partnership that firs, you need to find a career that fits your “personal brand” values and attributes.

I am thrilled that CareerApple has invited me to present two online courses entitled Crafting a Killer Elevator Pitch and Networking 101. CareerApple is a website dedicated to help people discover their passion and these courses are an expression of my passion and experience in Marketing and Branding. I invite you to attend my webinars so I can hopefully bring you one step closer to finding your career passion.

Below is info from the CareerApple launch email from its founder, Sunita Sayana:

Do you wish you were doing work that you loved? Are you going through a career transition and want to explore new options but don’t know where to start?

Whether you are exploring career options or ready to make a change, CareerApple is committed to helping you find a job you can be passionate about. Now, we need to hear from you! Go to Careerapple.com – tell us what you think of our site and what resources you would like to see in the future.

You knwo those amusing little UPS commercials with the whiteboard? Not sure how many of you know that the actor is actually the ad agency creative director, Andy Azula from The Martin Agency. According to the WSJ, he stumbled into this role since his stand-in readings tested the best with focus groups and UPS execs. (While I still stand behind not testing actual creative in a manufactured, unrealistic environment like a focus group, sometimes they can be right – just like 50% of the time you can be right about a coin toss.)

Now FedEx has launched a parody of these successful ads on their special website devoted to opposition of a proposed new Federal law that may benefit UPS unfairly. There is also something there about UPS asking for a bailout but I’m not really clear on what the issue is.

Anyway, back to the marketing. The parody is done quite well and it garnered UPS some nice press in the WSJ this morning. Although Azula says the clone’s hair seems a tad more greasy than his. Meow.

I love the UPS ads for their simplicity and clarity of message. Each individual ad (Azula estimates that 48 different 15- and 30-second spots have been produced, but may not all have aired) highlights a different benefit, rather than lumping them all into one and confusing the heck out of the audience. They seem down to earth, pragmatic, smart and in an odd way, comforting.

A sales rep I worked with at a cash-strapped start-up once remarked, “Why can’t we do ads like that? How much could they cost anyway? I mean, it’s one guy, a whiteboard and a camera, right?” I didn’t even know where to begin to explain to him production costs, unions, production quality, editing, Union pay, permits, lighting, equipment, titles, pre and post production…..yada, yada. I mean, this isn’t YouTube. Not to mention national TV media placement costs in the millions of dollars. Some people seem to not realize that you pay to produce an ad AND you pay for the airtime as well.

But in that remark, I saw that UPS achieved their brand goal of making their brand seem simple, straightforward and cost-effective. So maybe that’s a good thing.

Microsoft launched it’s new “decision engine” Bing last week to much hoopla and fanfare. And I have got to say – aside from the fact that MSFT pays my husband’s salary and our ridiculous health care bills from last year – I am grooving on this. Finally, FINALLY, I feel MSFT has tried to launch a brand in the right way. I’ve used it and I have to admit, I kind of like it – maybe it’s the underdog quality of the whole thing (yes, MSFT is an underdog when it comes to Google). But I am rooting for them, if anything to show them a good lesson in what can happen when they launch something correctly and brand it appropriately.

1) The name is fun. Live Search was ridiculous and I would beat whoever came up with that. I was always getting confused between the search engine, the IM functionality (technically “live”)and their small business offering.(Office Live). Talk about naming gridlock. I like that Ballmer stated that the name was like the sound you hear when you find something. BING!

2) The interface is nice. I love the amazing location-based photos they are using in the imagery. It’d different, slick and fresh.

3) The ads ROCK. Finally, FINALLY, decent Microsoft branding ads – other than the Mojave work, done by my brilliant friends at Bradley Montgomery Advertising and the recent I’m a PC ads, attacking the hilarious Apple campaign, the Bing ads are fun, fresh and on message. I love the one with the people rambling unintelligibly as confused onlookers try to make sense of their gibberish – a great manisfestation of the sometimes frustrating world of online search. I have never been a fan of MSFT’s schizophrenic brand strategy – different ad agencies, messages, look and feel, etc. – but this is a great look for them. Finally they have gotten marketing that lives up to the technology.

I am a huge Google fan and use it for many things – Blogger, Analytics, Search. But I am willing to give Bing a try and I hope others will, too. I think Google needs some competition to keep them on their toes and innovating. BING!

Excellent promo contest by Virgin America (my new fave airline, BTW) and Google called “A Day in the Cloud”. On June 24, they are going to be executing an Internet scavenger hunt to promote Google apps – and are offering WiFi to VA passengers that day to do it while they are in the air. I signed up out of sheer curiousity.

What was fantastic about this promotion was that I got an email today with a link to Tweet about it. When I clicked the link and signed on to my Twitter account, it auto-populated my Tweet with the info, which I then could edit if I wanted. What an easy way to get viral buzz going! I assume this is just a bit of code they put into the email they sent me. Wouldn’t be hard for a techie to figure out.

Our moral: The easier you can make it for people to spread the word for you and create buzz, the better. And on a branding note, I can’t think of a better combo to pull off a promotion like this, aimed at web-savvy, young professionals who probably travel a lot for business and pleasure. That is effective, creative partnering on both companies parts.

Just attended a great lunch given by Zuora, a software-as-a-service (SaaS) billing solution for subscription-based businesses (both traditional and SaaS themselves). Led by Salesforce.com and WebEx veterans, this company is out to help both small businesses as well as large enterprises easily manage and offer subscriptions to their customers – and link the solution to their website transactions, billing, and CRM systems.

Many products we used to have to buy outright are now being offered as subscription services – DVD’s, software, even cars in some cities. You get all the benefits without the hassles of ownership. Take the example of Netflix. They offer different subscription packages to their DVD customers. Zuora’s solution would enable them to easily create/customize product plans at tiered levels (or even trial basis levels), track the various points of revenue (since there are so many at different levels, it would all roll up), update invoicing (or automatic billing once a credit card is provided), and provide management metrics (renewal rates, churn, etc.).

Zuora is a hosted service itself, so it helps you avoid cumbersome and costly hardware/software implementation – and hiring the extra personnel to manage it. It integrates with Pay Pal, Salesforce.com and other existing systems. The solution enables companies to offer complex pricing/packaging, flexibly handle different payment options, collect cash faster, eliminate manual billing, manage multiple orders/change requests and provides visibility into key metrics needed to track success.

If you are looking at offering a subscription model, whether for a product or service, regardless of your company size, take a look at Zuora. Their customer speaker from TalentSpring was a VP of Sales in charge of implementing the solution at his company and couldn’t rave enough about the experience. Coming from a VP of Sales – a role that is normally not about the technology or details but all about revenue and commissions – this was high praise indeed.

When was the last time a brand delighted you? When you got a high from seeing a package, a turn of phrase or even an ad? Those brands that remember to delight their customers are the ones doing the best job of branding, in my book.

Some brands have turned this idea of delight into making stupid, sophomoric ads just for the sake of being funny. Having a belly laugh is great, but does it get people to get out their wallets and spend? Not always.

No, I’m talking about places like Red Dingo. Thet create pet ID tags. I bought one for my dog, Eddie, and instead of it saying “Thank you for your order” when it arrived, there was a card, addressed to Eddie, saying they hoped his new tag would help him find his way home from all of his adventures. That is delight. That is totally connecting with me, their target customer, as someone who does indeed feel like her dog can understand and feel.

I got a warm feeling in my heart when I read this card, and couldn’t stop smiling. That is the power of delight. I’m not saying every brand has to be sappy (if that’s not their brand identity, they shouldn’t do it) but when you are able to connect with your ideal audience at a visceral level, that is a powerful thing. And it’s made me tell everyone I know about Red Dingo.

Life can be downright depressing sometimes, but when you get that little spark, smile, glimmer of something unexpected and appreciated, it can go a long, long way. Think about how you can leverage the many different touchpoints with your customers to delight them in some way. Maybe channel Walt Disney for a while and come up with some creative idea that is simple and cheap but that has lasting impact, like my Red Dingo card – or a snazzy email signature, or recording a catchy voice mail message for those who call your company (one that is consistent with your brand identity). Some may say these little touches are a waste of time, but I say that it’s the details that will further your brand and set you apart.

Sick of Super Bowl ads that let you down? Well, CareerBuilder is taking a page from the “engage your audience” playbook and running a contest. Create a 25-second commercial for the company and if chosen, you could win $100,000.

While a very clever and proven technique for building buzz and engaging eyeballs, I hesitate to call this true advertising. Advertising, when done right, is about creating something that furthers and communicates a strong and consistent messaging strategy. The foundation of the ad should stem from the main benefits and value the company offers. What problem do they solve? There can be lots of answers to this, and if you’re fine with someone else figuring that out for your company, then good luck to you. I’m just saying that you may get great ideas and kick-butt ads, but will they really be grounded in your integrated brand strategy as a whole? If not, then you are just reduced to doing random unrelated programs to promote your company, all in the name of a short term “high” of increased traffic and PR.

If branding is really about strategic, consisent messaging over time, then doing a one-hit shot in the arm like this really does not further your goals in the long run. But again, I guess you can’t argue with the ink this contest is getting. This is why I’m much more comfortable classifying this as a promotion or as PR and not as pure advertising or branding.

Some great webinars/teleconferences built to help you with building your brand strategy or creating a winning elevator pitch. Check them out!

1) “The Truth About Branding: What it is, What it does and How a Clear Brand Strategy Can Save you Time, Money and Headache”

Teleseminar: Thursday, May 21st at 12 noon Pacific

Cost: FREE

With the economic downturn, you need your marketing dollars to work even harder for you. You don’t have to have multi-million dollar marketing budgets to cut through the clutter and attract customers. Discover the secrets of effective branding and marketing and how following some simple rules will ensure your marketing is more targeted and effective than your competition. Attend this complimentary interactive and dynamic teleseminar, hosted by Heather Nelson of Champion Assistants and Maria Ross of Red Slice Marketing. Combining their expert advice, they will guide you through the marketing maze and help you discover how to not only build a strong brand strategy but to put it into action!At this teleseminar, you will:

• Discover how effective branding upfront can save valuable time and money with designers, writers and programmers
• Learn the 10 key questions that go into your Brand Strategy
• Understand the marketing building blocks needed to create your key messages, visual identity and sales materials.

Thursday, May 21st at 12 noon Pacific – everyone who signs up will receive an mp3 of the recording!
Regsiter now here.

2) Crafting a Killer Elevator Pitch
On Demand – webcast recording available soon on Career Apple

Cost: See website

People who know how to quickly brand themselves or their businesses and shine are the ones who get the opportunities. Don’t be left out by fumbling over your elevator pitch, but ensure it is clear, concise, memorable and has “sizzle.” Learn how to put together a winning elevator pitch that will never leave you fumbling for words again and will ensure you stand out from the rest of the pack. Whether you are pitching yourself or your own start-up business, having a strong elevator pitch will help you get ahead. But what information should you include? How do you make it just the right length of time? This course offers a practical approach and foolproof formula for creating an elevator pitch to sell yourself or your business and make a lasting impression.

Attend this webcast and you will:

• Learn what makes a good elevator pitch for you or your business
• Discover a proven formula to create a clear, concise and effective pitch
• Learn how to adapt this pitch for any situation -networking, serving on a panel, or giving a presentation
• See examples of good (and not so good) elevator pitches

Starbucks is on of the most iconic brands in my humble opinion. Maybe it’s because I love what they do, love their coffee, love the mission that Howard Schultz set out to achieve (create a third place, a community, over coffee). I know everyone likes to rain on their parade and think of them as the big bad “chain” shop, but let’s face facts: they did indeed create a new market for coffee in this country, change American coffee drinking habits, and popularize the “coffee shop as meeting place” concept for the masses. Let’s call a spade a spade. So is their branding and advertising really delivering on that promise in these tough times?

I had an interesting conversation with brand expert Karin Koonings on this topic. Check out her blog post about it. With price pressure from McDonald’s, Starbucks is choosing to focus on quality for the price, vs. discounting their own prices. That part is smart – even if we both thought the execution of this strategy in their ads is a little too fear-based or basic. What is less smart is that they are not acknowleding in any way, shape or form the secret ingredient to their initial success. Something McDonald’s may never have going for it: the sense of community and “place.” That’s what Starbucks should be focusing on. I remember when I used to go in there and see all kinds of information on fair trade coffee, and how Starbucks was supporting those communities in South America, as well as the local community. The place would be abuzz with local events, happenings, and various community outreach projects. Now that seems like an afterthought in many of their stores, behind the racks of CD’s and $500 take-home coffee machines.

Getting back to community, a sense of place and involvement, would be a much better differentiator for Starbucks that trying to simple say “The other guy’s coffee sucks.” Which, from many accounts I’ve heard, is not the case. They have a wealth of stories and testimonials for this in all their stores – right now, people are meeting to do business, catch up with friends, or chill out with their iPod. Where are these stories?

What do you think?