Brand Dots

Posts Tagged ‘Marketing’

Sean John Combs has created one of the strongest entertainment brands of this generation.   He is involved in hip-hop’s Bad Boy Records, has two clothing lines (Sean John and Sean by Sean Combs), a film production company, and two restaurants.  There is no question that he has built an empire out of his personal brand.

The world’s most powerful brands typically align themselves with a well-known archetype.  This is true for all types of brands, including celebrities.

I’ve enjoyed watching Comb’s celebrity evolve over time.  He started his rapping career as Puff Daddy.  People nicknamed him Puff or Puffy.   In 2005 he decided to change is name to P. Diddy, which eventually was changed to plain-ole’ Diddy.  This guy has had more names than I can count on one hand.  Through all of these name changes, you would think that Comb’s brand would be worthless, but quite the opposite happened.  With every name change, he worked toward reinventing himself.

In the beginning Diddy personified the outlaw archetype.  He was born in the Harlem projects, his father was shot and killed when he was a small child, and when he started the Bad Boy label, he became involved in the East-Coast/West-Coast Hip-Hop Feud.  In true outlaw form, he eventually faced gun possession and bribery charges.  Combs and his brand embraced the outlaw archetype.  He was a rebel, completely outrageous, and eager to start a hip-hop revolution.

Combs knew he couldn’t maintain success if he continued to embrace the outlaw persona.  He had to change his image.   This is where the name changing began.   Diddy’s new name, or maybe I should say names, were an attempt to reinvent himself as the ruler archetype that he is known as today.

Sean Combs has been able to reposition himself as the king of hip-hop, fashion, and all things entrepreneurial.  This is evident through his I am King fragrance campaign, Sean John ads, Ciroc commercials, and every interview that he is in.  He is an empowered, successful leader.  He’s gained credibility by showing the public that he can be a trusted, responsible, and dependable role model.

This rebranding strategy has worked for him.  He has taken control of his image and has acquired overwhelming success.  His net worth is currently estimated to be more than $346 million and will only continue to grow.

Celebrities reinvent themselves all the time.  Can you think of any good examples of celebrities that have switched from one archetype to another?

Laura Reis’ article, The Demise of Dell, provides a great example of why expansion is NOT the answer. 10 years ago, Dell was the best selling personal computer brand in the world!  They were focused on one thing: selling personal computers directly to businesses.  And then they decided to expand to the consumer electronics market.  They even started selling their PCs in retail stores, such as Sears and Walmart.

What were they thinking? Dell was known for having a direct to business sales/distribution model. They sold their souls, thinking that they would be able to capture more customers if they found new ways to sell and distribute their product. This change turned their tried-and-true business model on its head. It confused consumers and made people wonder what their brand really stood for.

History repeats itself and this is one example that proves that brands can’t be everything to everyone.  Stick to what you know and what you’re known for!

The graffiti revolution was born in New York City subways in the 1960’s.  Over the years, tagging became more and more prominent.  Artists were determined to 1) get their name out as much as possible and 2) compete against each other in terms of style and recognition.

Is it just me, or does this sound like two of the most important goals for brand managers?

There is no question that our society is bombarded by advertising.  You can’t leave your house without seeing slogans, brands, logos, and subliminal messaging.  It’s a form of “style wars,” in a sense.  Marketers and graffiti artists are trying to accomplish the same thing.

Graffiti and marketing share a common goal.  They both strive to grab their audience’s attention and make them yearn to learn more about who they are.  They strive to reach as many people as possible, while focusing on the ability to leave a lasting impression on others.

It’s all about branding!  Taggers understand branding.  They sleep, eat, and breathe branding.  In my opinion, graffiti is art and brand managers would be smart to hire accomplished graffiti artists.

Web Urbanist shows some excellent examples of 3D graffiti and traditional graffiti that has been or should be used in guerrilla marketing campaigns.  Artists like Shepard Fairey, who created the famous Obama campaign HOPE poster, have already proven that graffiti art can be used to promote brands.  So, since we share the same vision, why not unite to reach a common goal?

As a child, I was always creative.  I loved art, music, and eccentricity.  God bless my parents because I put them through hell during my teenage years.   If I could label my teens and early twenties, I would call them my “Rockstar” years.

I started my undergrad degree as a rockin’, partying, art student.  But after a few years I realized that, while I loved art, I didn’t want to end up a “starving artist” so I changed my major to Marketing.  This was probably the best decision I ever made because, little did I know at the time, Marketing was my calling. While pondering my evolution, I had an epiphany.  I may have grown older and my focus has shifted to my family and career, but I haven’t lost my rockstar roots.

To build a successful brand, YOU have to be a ROCKSTAR!

• Stand out!  Be the company that sports pink hair, so to speak.  Make people within your respective industry stand up and take notice.
• Go against the grain.  It’s okay to be controversial.  Burger King is the first example that comes to mind.  They make a lot of people question their advertising methods but they continue to win over fans from their target market.
• Revolutionize.  You say you want a revolution?  Create one!  Be the first to try new things.  Break the mold.  Give your customers new and improved products.  Try a new distribution method or take your advertising strategy up a notch.
• Keep it real! Don’t be fake; authenticity is key.  Be consistent in your brand messaging, stay true to yourself and company values, and be genuine.
• Nobody likes a sell-out.  Fans know if you’re the real deal.  Give them what they want and stay true to who you are.  You can’t be everything to everyone.  Be you!
• Start a fan club.   Build a sense of community around your brand.  Give your customers an interactive experience.  Plan events, encourage feedback, and reward your loyal customers.  Harley Davidson has mastered this strategy.

So, to all my fellow rockstars – the key to your success is staying true to who you are, making yourself the center of attention, and embracing your fans.  If you keep this in mind, your brand will continue to ROCK ON!

The Fourth of July is one of my favorite holidays.  It’s a low-stress holiday, full of bar-b-q, parties, beer, flags, and fireworks.  Independence Day gives us the opportunity to remember how fortunate we are to have freedom.  As we approach America’s birthday, I can’t help but point out how powerful a patriotic marketing strategy can be.  After all, American’s have the strongest sense of national pride!

Patriotic marketing works!  It is one way that companies can appeal to a very broad segment of consumers.  Most Americans love to support their country, veterans, and American brands.  People tend to feel a connection to their country of origin and strong sense of national pride.  By embracing these emotions, companies can influence consumer-purchasing decisions.

One way companies incorporate patriotism into their brand strategy is through their logo design.  Some companies choose a name and company logo to show their pride and others, such as Google, have incorporated the stars and stripes into their existing logo.

Other companies choose to incorporate patriotic colors or images into their packaging.  Most of us have seen “Made in the USA,” eagles, or American flags stamped on products.  This stamp of patriotic approval could make or break a consumers buying decision.

Another way to show national pride is by outreach marketing with customized promotional products.  People love free key chains, stress balls, magnets, pens, and pins.  And the best thing about them is that people keep them, use them in the future, and will reference back to them to find your phone number or web address.

Military discounts are a win-win marketing approach.  They show others that you support the troops, give back to those that protect and serve our country, and specifically speak to a very large and precise target market: military personnel.  If you’re having a difficult time promoting your discount,  Veterans Advantage is one way you can get your products or services in the hands of vetrans, personnel, and their families.

Display your support!  Patriotic marketing can be as simple as decorating with American flags, stars and stripes, or a yellow ribbon.  Just make sure you display patriotic items that are in good condition.  There’s nothing worse than a worn and tattered flag on display.

So get out there!  Hang your flag and show your pride.  Stand UNITED!

One thing that’s obvious is that the world was shocked by the unfortunate death of Michael Jackson.  I haven’t seen such an overwhelming amount of media coverage about the death of a celebrity since Princess Diana died in 1997.  The cultural outcry shows how strong Jackson’s brand was.

How Michael Jackson Became a Brand Icon is an interesting article that I came across today that contains some very insightful information about how Jackson became such an influential brand.  Michael was many things to many people.  He may have been eccentric or just plain odd but one thing that’s certain is that his brand will outlive him. And although he will never embark on the sold-out 50-city tour of Europe, his records will continue to sell and our society will forever remember the iconic, self-proclaimed, “King of Pop.”

What does Steve Jobs’ health have to do with Apple?  EVERYTHING!  He is not only the CEO of Apple, he IS the Apple brand.  When there is a possibility that the leadership of a company is facing a life-threatening illness, it could mean serious speculation about the strength of the brand.

Steve Jobs has intrigued me ever since I watched the Steve Jobs Stanford Commencement Speech 2005 on You Tube.  His speech was amazing.  It was an inspiring story about the many ups and downs in Jobs’ life.  He is an amazing storyteller.  This speech builds trust in him and the Apple brand.

Steve Jobs Stanford Commencement Speech

In his speech, he was candid and open about his heath struggles.  So, why the change of heart?  Why is he so secretive about his health now?

Because the possibility of Jobs leaving the company could mean a HUGE loss for Apple-both physically and financially.

Yes, there are laws to protect employee privacy when it comes to health.  However, from a PR standpoint, withholding this information could be detrimental to the health of the company.

With the launch of the new iPhone convergence, Apple would be taking a huge risk by disclosing Jobs’ liver transplant.  (Mind you, he received this transplant because HE was the sickest person on the transplant list.)  I agree with Laura Ries’view on the iPhone craze.  Apple may dominate the market right now, but they still have strong competition and Jobs’ health could stop the juggernaut in its path.  The mere speculation of Jobs’ health could cause problems for Apple.

The SEC is currently trying to pass laws that force companies to disclose the health of CEOs.  This is controversial, but could be necessary if companies want to please their shareholders and improve brand equity.  If CEOs choose to be the spokespeople for their companies, they should be prepared to live in the limelight in all aspects of their life.  After all, they are a direct reflection of the brand!

According today’s Reuters’ article: US recession takes bite out of brand loyalty-study, the recession has forced consumers to make yet another huge sacrifice: brand loyalty.   In a study done on more than 32 million shoppers, only four out of 10 brands kept their extremely loyal customers over the last year.  Iconic brands, such as Green Giant, Advil, and Jif peanut butter, lost more than 7% of their devoted customers between 2007 and 2008.

This is a hard pill to swallow for brands that have worked hard to build customer relationships.  Brand loyalty is what most brands are counting on in today’s economy.  Companies are cutting back, slashing wages and 401K matching programs, laying off employees, and finding it harder and harder to afford advertising.

Here’s one more reason for companies to put a huge focus on building strong customer relationships, implementing customer reward programs, creating a sense of community, and offering exemplary customer service.

We can’t give up!  And we must do something to get out of this downward spiral, without sacrificing our long-term relationships!

Personal branding is the rage these days.  If you haven’t jumped on the bandwagon, you should.  Otherwise, you’re going to miss out on huge career-making opportunities!

The Brand Called You is an article that could change your life!  Thanks to the author, Tom Peters, an increasing number of professionals are branding themselves.  And take it from someone who helped hire hundreds of sales professionals, if you’ve branded yourself correctly, you WILL get hired over the next guy that hasn’t taken personal branding seriously.

As I researched this topic, I determined that the most important steps of the personal branding process include:

1. Become an Expert! Follow great leaders, find your expertise, learn everything you can about it, and fake it till you make it!
2. Social Media is King! Start a blog.  Create profiles on social media sites such as Linked In, Facebook, Twitter, and more.
3. Letters of Recommendation Rock! Collect testimonials, articles about you, and endorsements from other credible professionals.
4. Write all about it! Write about what you know.  Share your knowledge.  Write articles for newsletters, magazines, your blog, and industry publications.
5. Be Heard! Speak at meetings, seminars, and workshops.  If this scares you, overcome your fear by joining a local Toastmasters International group.

The best part about this process is that as you network, blog, and establish your own personal brand, you’ll learn a lot about yourself in the process.  You’ll find your niche and gain confidence, ultimately giving you a greater advantage in the workplace.

What have you done to establish your own personal brand?