“To Understand the Brand, first Understand the Entrepreneur”
The entrepreneurs featured in the book and therefore in this article, have built empires without MBAs or outside capital by harnessing their “lightning in a bottle”, which is passion, determination (desperation), and by being the embodiment of a popular need.
Four Closing Remarks from the Panel:
“Don’t build a “professional-looking” brand, instead feature your ideas and character. Create a culture of trust with your community online and off, and remember that as an entrepreneur, you should have fun.” – Craig of www.Craigslist.com
“Inner resources move more mountains than Capital. Throw a lot on the wall and see what sticks” – Roxanne Quimby of Burt’s Bees (who was living in a tent with her two children when she started, and sold her brand for $175 million after nine years)
“Make the show half about you, and half about your clients” – Carolyn Kepcher of Carolyn and Co, author of www.findingwhatmatters.com, and recent star of NBC’s “Apprentice” TV Show.
“Learn to be OK with failing, there’s always the next inning. Fail quickly, cheaply and keep innovating.” – John Peterson of the Peterson Store
Wahoo! The advertising technology known as “IntelliSpot” is totally amazing! It’s going to revolutionize how television commercials are made…the footage is instantly interchangeable to customize according to audience, channel, date and celebrity – and it can happen in real-time! You simply have to check it out! http://www.visibleworld.com
THE DILEMMA: Unless you’re joining the elite networks of MBA graduates from top schools such as Wharton and Harvard, “evidence suggests” (no study quoted) that the typical MBA now brings only modest value to the average graduate’s salary, and has little impact on career advancement. In a world full of MBAs, possession of the label no longer differentiates, unless you have gone to one of the very top schools.
THE FIX: A Financial Times editorial said: “Institutions have to differentiate their offerings and create brands, something only a few have succeeded in doing.”
THE BENEFIT: Businesses and business systems have their own histories. If those who study and then run businesses are to make a real difference, and navigate through the challenges of the future, they must understand how to manage and capitalize on all aspects of business: not just economics, but also social, cultural, technical, and psychological perspectives.
Technorati is by many accounts the leading weblog aggregator, competing with Zimbio and IceRocket. As of December 2007, Technorati indexes over 112 million weblogs. The name Technorati is a portmanteau, pointing to the technological version of literati or intellectuals. (Source: Wikipedia) Technorati delivers relevant and timely weblogs, as determined by keyword search, requested “watchlists,” and authority points (based on number of links to and recommendations for each blogger). - Kristin’s Technorati Profile
Question from Mike in CA – I really wish Americans would just step back and see how they are allowing themselves to be influenced by the candidates and the electoral media circus. Young Republicans have especially suffered. How can we speak up for ourselves so that we get leaders who represent our interests over those of private interest and executive groups?
A! –The challenge in “standing up for ourselves,” is that it’s nearly impossible to “be heard” over the Babble. How do we make people stop and take notice? The internet has granted us all unlimited voice, but will anyone “hear us” above other equally-liberated voices?
My choice is frequent social networking (Facebook) and blogging (try Google-owned Blogspot). Friends and family are likely the first to listen. However, for the next step, you can join aggregated blog-spheres that serve up the best independently-written articles to readers as determined relevant by a keyword search and judged informative by a public/private moderation panel. I recommend Technorati, Zimbio, and (for the MySpace crowd) IceRocket for starters. Read more …
excerpted from Financial Times (FT.com) By Andrew Edgecliffe-Johnson
Published: February 25, 2008 03:32 - Original Article
SUMMARY: In financial and medical marketing, plans that integrate print, online and event advertising bring the best results. As trade publications feel the squeeze in their advertising revenue, some top publishers are selling their titles. What’s evolving? Publishers are combining the benefits of online and event marketing into ongoing online networking communities.
TREND: Trade magazines were until recently seen as among the most promising of advertising media. Because they enabled brands to reach highly targeted audiences, they were supposed to be more resilient than (pubic-sector) newspapers. Now, however, a structural shift of advertising spending to the internet has combined with fears that advertisers will cut budgets in a threatening economy.
SURVEY: In a poll of advertisers last year, Outsell discovered that the decline in print revenues did not simply reflect the triumph of search engines. Advertisers believed trade magazines were better at generating business leads than search engines, but that trade shows were more effective still, says Chuck Richard, lead analyst at Outsell. Tellingly, “transactional” activities such as trade shows have now overtaken advertising, accounting for 39 per cent of the sector’s revenues.
BOTTOM LINE: “A publisher that is not offering events is missing out on marketing dollars,” the study concluded. “There is still hope for print,” says Mr Richard, “as advertisers find their campaigns work best run across several media at once.”
excerpted from Advertising Age (AdAge.com) By Rupal Parekh
Published: February 25, 2008 - Original Article
(Disclaimer: Not a reflection of political views held by Kristin Reign or PerforMedia Studio)
Other Candidates Get Free Consumer-Created Media; Barack’s Just Happen to Be Made by Smitten Ad Pros: Perhaps the most viewed bit of political advertising this campaign season is a four-minute-plus video for Barack Obama. “Yes We Can” — a slick, celebrity-filled spot that has garnered more than 10 million online views — was created by professionals. But none of them work for the Obama campaign.
Whether it will sway the outcome of the presidential race no one can know, but the ad certainly seems to encapsulate the fact that Mr. Obama has emerged as the darling of the advertising world’s creative set.
Pop Culture Videos for Obama: “Yes We Can” - written and produced by Black-Eyed Peas frontman Will.i.am, Jesse Dylan (son of Bob) and Mike Jurkovac, a former VP-director of integration at FCB. According to Viral Video Chart, at press time it had garnered 10,540,006 views.
“Hope Changes Everything,” an Obama-as-rockstar video tribute created by Eric Hirshberg, president-chief creative officer of Deutsch, Los Angeles.
“Obama Girl” videos, courtesy of a group that included Ben Relles, who was once a staffer at Omnicom Group’s Agency.com.
In May 2007, the CEO of The McMahon Group hired me to manage a music program for medical doctors who are interested in recording music and/or using music for the benefit of their patients and staff. Joining the project staff of three, I created email blasts, press kits, and identified prospective advertisers. Other responsibilities involved running an online store and developing marketing materials for the niche magazine. Since inception, the online store at http://www.mcmahonjazzmedicine.com has sold over 4000 independent CDs by musical doctors, including the popular compilation album, The Healing Power of Music.
“Creativity and innovation are key drivers of success for many of today’s leading companies. Some of the most dramatic gains in shareholder value over the last few years (e.g., Google and Apple) are due to a culture of creative innovation. Indeed, a culture of creativity, innovation and design is commonly recognized as the only sustainable competitive advantage.” Source
Jesse Gelber is a ground-breaking Indie celebrity in the underground Jazz scene of NYC. This is the story of the branding development project he hired me to manage, from conception through production. Read more …
Why were Kirstie Alley, Bill Cosby, Ellen DeGeneres, Joss Stone, and Catherine Zeta-Jones the top picks to represent Jenny Craig, Jell-O, American Express, GAP, and T-Mobile, respectively? How do these celebs rate on product expertise? trustworthiness? liability? appropriateness physical attractiveness? Read more …
History of Psychoanalytic Theory in Marketing:
(http://www.copernicusmarketing.com/about/mzine/monthlyeds/oct05.html)
Introduced to marketing research in 1939, by Ernest Dichter from Vienna as “interesting new ideas which can help (corporate executives) be more successful, effective, sell more and communicate better with potential clients.” Dichter’s new psychographics approach, called the “Depth Interview” consisted of one-on-one sessions of with about 100 interviewees, who were encouraged to freely-associate the product to other impulses in their lives. Eventually, Dichter founded the Institute for Motivational Research to apply his method to corporate marketing and sales.
Psychoanalytic theory is defined by the Borderline Personality Disorder Resource Center (http://www.bpdresourcecenter.org/what_glossary.htm ) as:
The method of psychological therapy originated by Sigmund Freud in which free association, dream interpretation, and analysis of transference are used to explore repressed or unconscious impulses, anxieties, and internal conflicts, in order to free psychic energy for mature love and work.” Read more …
Psychoanalytic Techniques in Advertising Today: (Case Study on Strategic Vision’s new quantitative evalution system, called “Total Value”, which incorporates emotional consumer concerns in the automobile industy.) Read more …
Psychoanalytic Techniques in Advertising Today: (Case Study on Anderson Analytic’s “AA-Projective” online research tool as applied to Gigi’s Closet, Intimate Apparel)
(http://presszoom.com/story_118596.html) Read more …
This article is intended for publication in a trade magazine for real estate salespeople. It’s target readers are newly licensed real estate agents and established realtors who need to update their communications technology. The article conveys the process of researching and ultimately acquiring the appropriate technology for a new career in real estate sales.
This article’s anecdotal voice personifies a very technical process and offers a chronological guideline for other realtors. Additionally, it includes technical data from influential resources, as well as additional references and prices, to aid the reader in making the most informed decision possible. Read more …
Source: B-to-B: The Magazine for Marketing Strategies by Roger Slavens
Abstract: This article describes the perspective of Entertainment executives and recommends tactics for marketing to them effectively.
Analysis: According to Tony Uphoff, VP for The Hollywood Reporter Magazine, the entertainment industry so dynamic that “deals can be made or broken in minutes based on rumors and news.” This quote relates equally to films, music, and TV - which are rapidly converging – as well as the exploding mediums of the internet, mobile technology, and globalization. Read more …
Source: Realtor Magazine (USA), February 1, 2006 By: Frederik Heller
Abstract: This article describes the impact podcasts have had on real estate marketing.
Analysis: Podcasts, originally termed by The Guardian newspaper in February 2004, and endorsed with a directory on iTunes online music store, are hot. In April 2005, Pew Internet & American Life Project reported that more than 22 million people, or 11 percent of Americans, owned an iPod or other MP3 player; and 6 million of those had downloaded podcasts. Since then, although figures are not readily available, the popularity of Podcasts have grown exponentially as an online distributor of news and entertainment. Read more …
Source: Variety (USA), February 20-26, 2006 By: Josef Adalian
Abstract: This article details the rising competition for mid- or top-level executive positions in television. “
Analysis: The closing of Warner Brothers, UPN, and Carsey-Werners resulted in at least 100 lay-offs. The stakes have been further raised by recent mergers: including those of NBC with Universal and CBS with Paramount. In addition, like most American corporations, conglomerates – most notably Time Warner – have slashed salaries and staff to cut general costs. These cutbacks effect mid-level positions, mostly at the VP level, yet ground-level posts remain plentiful. Similarly, writing jobs have plummeted due to the rise of reality shows and a depression in the sitcom genre. Read more …
Jesse Gelber is a ground-breaking Indie celebrity in the underground Jazz scene of NYC. This is the story of the branding development project he hired me to manage, from conception through production. 
