Brian Solis, PR 2.0 and Social Media superstar just posted an article on Mashable “Why Brands are Becoming Media“. Brian discusses how brands must stay consistent once a social object is chosen – and how this can become overwhelming with limited resources and knowledge (all the while convincing executives this is a necessary and permanent step).

This is a great topic, so what about brands anyway? Before we even go there, how much of a willingness do these guys have to take the plunge at all? Superbowl ads last weekend did next to nothing with regard to interactive and social media. Did I miss something? Yes, there was the first ever Google spot, the E-Trade baby and some .com references, but there was certainly not a big encouraging push for those to get on the networks and engage. Where was twitter, facebook, youtube or even foursquare!

Interestingly, the big hubbub is that Pepsi chose to not make a Superbowl TV appearance for the first time in 23 years in order make cool things happen (solely) online with their Refresh Campaign.

While were on Twitter and Facebook multi-tasking and talking about the spots, what were the big brands doing? Watching themselves on TV?

What could be going on? Where are big brands? Three possibilities:

• Is this a strategy? Are the big brands trying to buy time before proceeding into the inevitable (two way engagement)?
• Are big brands trying to bulldoze consumer engagement by refusing to advocate social media/online engagement/etc?
• Or, do they still think social media is just a ‘phase’?

What’s your brand doing?

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[Inter]Actions Speak Louder Than Ads

We are stoked to share this past year’s FEED report (annual by Razorfish). This document is a solid tool and provides serious insight- chock full of useful information. FEED made it’s splash before the new year but it’s definitely something you need to read right now,  if you haven’t already. Razorfish shifted their focus from a “how to” analyze consumer behavior in the digital realm, to how consumers are now interacting and communicating with brands. They also include suggestions on what to do next.

The report includes brilliant insight and lots of statistics.

Suggesting realistic consumer behavior with community sites:

Evidence (if you still aren’t convinced) that digital is consuming and shifting average daily household behavior:

Quite possibly one of the best observations:

“Now “clicks” and “impressions” mean far less than conversations and brand behaviors. In our opinion, it’s about time.

With bold topics like “Goodbye Ad Wars, Hello Engagement Wars”, “The Outlet Malls of Tomorrow? Twitter, Facebook, and MySpace” and “Digital Drives Sales”, you’re going to want to sit down and dig in.

“The Digital Brand Experiences Create Customers”

In a nutshell, their thesis is: digital brand experiences create customers. Period. Things are moving, evolving quickly, at every moment out there – but online interaction and brand experiences are here to stay. Remember, this isn’t leaving anyone high and dry, in fact Razorfish predicts this year 17% of all (US) sales will be made online. What about next year? And the year after? All in all, good news for us sales and marketing folk.

That said, we should also remember that just because said brand has X,XXX fans on its FB fan page, or are followed by 6,793 people on twitter that these folks wanna be BFFs.

Fasten your seatbelts, read this and study up friends. We are only at the very beginning of the coming digital age.

Next up: mobile.

Hat tip to @jsmibert & @lisakribs

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FEEDing Time via Razorfish

It’s a new year,

so it’s time to think about taking a close look at your branding to make sure it’s still fresh and relevant. Now I know what you’re thinking. “Brock,” you say, “I’m too swamped with the rest of my work to think about rebranding right now. Besides, my branding is just fine. Why would I want to change it?” I’d be the first to admit that you probably don’t need to do a complete rebranding. In all but the most dire circumstances, the equity lost in rebranding isn’t worth the shiny new marketing materials. And you don’t have to undergo a complete makeover. Sometimes, however, you should give your branding a much-needed spa treatment. After all, if you take care of your branding, it will take care of you.

Taking Stock

There are two things you have to do before doing any work to refresh your brand. The first is to understand that branding is a habit, not something you can “set and forget.” If you are responsible for branding your organization, expect to devote resources to maintaining your brand. We’ve all seen companies that use the same marketing materials for twenty years straight. It doesn’t work for them, and it won’t work for you. It doesn’t have to be much work, but you should plan to regularly audit your branding to ensure that it continues to align with your organization’s goals, mission, brand promise, market position and target market.

So that’s the second thing. Before beginning any brand refresh, make sure you know your organization’s goals, mission, positioning, etc. Without a firm grasp of the fundamentals, anything you do to tweak your branding will just be the proverbial lipstick on a pig.

Find the Balance

Keeping your brand fresh requires a careful balancing act of focused messaging and creative play. If your brand has become little more than a series of templates, it’s likely to be boring your customers as well as you. On the other hand, your audience needs to know that it’s you sending the message; your branding can’t be so inconsistent as to become unrecognizable. Remember, good design demonstrates a competitive advantage. Research shows that companies that invest in design are much less likely to compete on the basis of price alone. (For more on how quality creative can improve business results, visit Design Council.) Though it may have become a cliché at this point, discount retailer Target does a exceptional job at keeping their brand interesting and flexible. Their commercials, for example, are always wildly creative. And yet, you know that it’s a Target commercial the moment it comes on. Likewise, their inventive use — almost abuse — of their logo would make most corporate branding guides burst into flames.

Focus On Authenticity

When examining your brand and marketing communications, be sure to evaluate how authentic your messages are. Authentic messages are ones that speak to your audience and engage them on an emotional level. If your messages come across as too corporate or safe, it will hurt the value of your brand. This doesn’t mean that every brand should be edgy or extreme. Rather, it means that your brand should feel “real”. An absolutely stellar example is the new the Intel refresh. Their branding chief, Deborah Conrad, deserves huge kudos for their new geek chic, “Sponsors of Tomorrow”, commercials. Rather than promote a specific product or new innovation, the new branding admits — even celebrates — the nerdiness of Intel’s work.  Even though you know it’s just another commercial, it feels authentic in a way that most technology ads don’t.

Be Passionate About Your Work

According to Robert Kyosaki, author of “Rich Dad Poor Dad”, “Brands die if the leader’s passion dies, or if the leader’s passion is simply to make money.” If the only purpose of your brand communications is to make money, your customers will know, and they’ll lose respect for you. This may seem like a rehashing of my previous tip about authenticity, but it’s entirely possible for branding to be entirely authentic and still lack any real passion for the organization’s core mission.

Think about the last furniture commercial you saw. Maybe they had a nice spokesperson telling you about the great special they had on that new bedroom set. You probably don’t remember, though, because you were leaving the room to go get a snack from the kitchen. It wasn’t because the message was too corporate. It’s because you knew that there was no passion there. That furniture store is human enough, they just don’t seem to really care about what they’re selling. Like you, they’d rather be out getting a snack.

Become More Sociable

The new rule in branding is that consumers want interaction, not just action. The voice from God marketing strategy of the 20th Century just won’t cut it anymore. Consumers care about brands that they engage with. So provide opportunities for your audience to interact with your brand, and watch their attachment grow. This isn’t really new, it’s just been brought to our attention with all of the new focus on interactive social media. And so you every brand from Red Bull to Office Depot has some sort of interactive Facebook page and Twitter feed.

The important thing to remember about social media is to provide value in all of your communications. Minneapolis-based writer Kris Decker loves Walgreen’s Facebook fan page for exactly this reason. “As a fan, I get special coupons and deals that only their Facebook fans get. It gives me a great reason to interact with the brand.”

Spruce It Up

Finally, remember that the purpose of a brand standards manual is to ensure the highest quality branding that is conveying the right message. If you have to break the “rules” of your manual in order to achieve good results, by all means, break the rules. So go on and spruce up your branding in 2010. A little bit of tweaking isn’t going to lose any of your brand equity. ‘Cause let’s face facts: your customers aren’t paying conscious attention to your branding materials. They really won’t know that this month’s ad had the logo 2 inches from the bottom while last month’s ad had it 2.5 inches from the bottom. The only thing that matters is that you’re communicating the right message to the right audience. If you’re not, it doesn’t matter a hill of beans that your branding is consistent.

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Dirty Brand? Clean it up…

Shock, awe and heartache?! How will this roll out? There is no doubt that any brand with a solid online presence, participation and edge will be the ones duking it out. What makes this so exciting for us at FYB is how contests like this provide proof for big brands still caught up in thinking no one is talking about them.

via

With categories like best Brand/Startup/Company/Agency, Best Social Media Agency, Best Use of Facebook and Best Use of Twitter,  the #openwebawards is sure to be a heated dispute. Mashable has made it clear that the winners are up to the people to reveal who is most deserving of category crowns – and by integrating the voting process with twitter and facebook it is ridiculously easy for us to nominate (now) and vote (next week).

Nominations can still be submitted for a few more days but Mashable has reported some leaders in the pack – some front runners in the Best Brand Use of Twitter category:

• @TrueBloodHBO
• Crayola Creativitycast
• @NHLBlackhawks
• @LiveLifeSolid
• @Philips_vs
• @140hours
• #socialmedia
• @Smartcares
• @Digsby
• @KiWeets

Voting kicks off on Nov 18. – Dec. 13, winners announced on Dec. 15 – make sure you vote!

Come on brands, this is like “peek-a-boo”. You don’t think we notice, but we’re right here watching.

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Vote Best Brands in 09: #openwebawards

We’re going to ogle three brands that took some dangerous risks in 2009.  They each generated a ton of positive buzz, but even more criticism.  It should be noted that besides their detractors, the following campaigns were almost universally supported by their intended audiences – and as a result should be applauded for their efforts.

Volskwagen Real Racing GTI iPhone app (10.09)

What the people who mattered had to say: @thirtytwofeet “the vw gti app is great fun. i’m going to buy the full version – game and car. it’s ‘everyone’s a winner ‘advertising. Awesome”

The risk that they took:

Went straight to iPhone.  VW Golf’s young male techy audience likely spends a disproportionate time playing games and with their smart phones versus watching television.  VW decided to forgo the traditional TV buy for their new GTI launch and focus on showcasing the vehicle through a customized version of an already-popular paid iPhone racing game.  Upon download players are entered to win one of six suped-up GTIs as they play.  There is also a showroom in the game where they can get a close-up look at the redesigned auto.

What they could’ve done better:

Take it beyond the iPhone racing game. Real Racing GTI limits users to a racetrack where speed is the only objective.  There is certainly room to showcase the other vehicle features that matter in other iPhone apps.  Where else is this audience talking about and drooling over cars?  In their own cars? Why not create an augmented reality app that can transform someone’s current car into a new GTI?  VW can also benefit by highlighting the real-life experience of the vehicle – from the plush interior to the Euro suspension. Maybe integrate into an app that highlights European fashion and luxury – like Gilt Groupe?

Takeaway:

Simple, non-pigeonholed ideas can propel a digital-only launch.  Where mass market buys are too inefficient or have too high a barrier of entry, highly targeted digital activations will always work.  It’s important to not create an app for the sake of it, but to add value and be super-specific in messaging.

Burger King Whopper Sacrifice (01.09)

What the people who mattered had to say: Rajesh Shetty “It was a brilliant campaign where you win if you win and win if you fail”

The risk that they took:

Burger King enabled their consumers to wreak havoc on Facebook.  A more dated but still relevant case study, BK allowed Facebook users to sacrifice 10 of their friends in exchange for a Whopper.  In this hilarious take on the true value of social networking “friendships,” Burger King enabled their consumers to prioritize a delicious burger over a purely digital distant relationship.

What they could’ve done better:

Work closer with Facebook to avoid getting pulled.  The application was discontinued in less than a week due to supposed violation of Facebook’s privacy policy that forbids a user to be notified when they’ve been defriended.  Nearly a quarter-million friendships were sacrificed for a Whopper in this manner, fueling Burger King’s viral branding fire.

Takeaway:

Brands often get caught up in the desire to satisfy everyone without offending anyone – a task proven impossible since the dawn of man (though promised by most politicians). Our consumers are smarter, more intelligent and cynical than we give them credit for.  They can appreciate when a brand is real enough to aid them in their personal guilty/evil pleasures.  In the game of branding, success can be found in helping our consumers offend each other, rather than please.

Amp “B4 U Score” iPhone app (10.9)

Credit: Wall Street Journal

What the people who mattered had to say: @thelifeofnate “I don’t know what’s worse. That people take time to complain about this stuff or that Pepsi rolled over.”

The risk that they took:

Help men fulfill their carnal desires.  Amp Energy solidified their stature amongst Maxim-reading, Axe-wielding males 18-24 by creating an iPhone app that provided these guys scoring tips for 2 dozen lady types – from Cougar to Rebound Girl to Twins.  They introduced witty/cheesy pickup lines along with bits of conversational knowledge that could aid in conquest.  There was even a feature to “brag” to your friends about the whole experience.  It essentially was a male/iPhone version of Cosmo’s monthly “195 Ways to Please Your Man”.

What they could’ve done better:

Stuck to their guns and not pull it down.  None of Amp’s intended male target asked for the app to be taken down from the app store (which also happened within a week of launch, like the Burger King case above).  If Pepsi had the guts to set this dating application for men live, they should’ve defended it all the way through.  Instead they yielded to external pressure and apologized for something that they shouldn’t have been sorry for.

Takeaway:

If you’re going to be badass, stay badass ‘til the end.  The second you waiver, your authenticity is called into question.  Obviously you need to keep concern for your shareholders and the halo effect on the other brands in your portfolio – but not at the risk of diluting a powerful and effective branding message.  It is totally possible to surprise and delight your target audience while offending everybody else just enough to avoid protest marches outside of your corporate headquarters.

Its fairly safe to declare each of these risky executions as brand winners – they all strived to become not just the subject, but part of the conversation.  To do so they talked with and enabled their youngish male audiences – instead of simply talking like them and pissing them off (see “Poochie”, The Simpsons 1997).

As our brands evolve in the social media space, we must peel off the white gloves.  If we’re already convinced we’ve been risky and bold, we should examine the criticism we’ve received.  If there is none, then I think we we’ve played it too safe.  Let’s all take risks like Burger King, Volkswagen and Amp as we position our brands as something quite the opposite of lame.

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Brands With Balls: Taking Risks Pays Off

Photo credit: Geekologie

If you are in business, you are offering a product.  Whether you’re selling sneakers or your accounting skills, your customers are shelling out money in return for whatever it is you have to offer.  In order to succeed, you need to understand the myriad ways you could fail.  Pitfalls to avoid:

1.  You’re just like the other guy

In order to be a ‘contenduh’ (to paraphrase a famous film), you have to differentiate yourself from all of the other people who do what you do.  Your product needs to have a unique benefit to the customer.  There may be plenty of t-shirt companies online, but how many offer professionally-designed graphic tees for toddler athletes and their supportive parents?

2. Your product is [this] but might also be [that]

Your personal trainer is not the only person who will tell you that you need definition.  Your brand consultant will echo this sentiment.  Without a clearly defined protocol, you could waste valuable time and money trying to develop an ill-formed product idea.  Your protocol should define: a) your target market; b) what that market needs and prefers; and c) exactly what your product is intended to do.

3. You over-defined

And you took your protocol to the extreme.  Your target market should be large enough to offer future growth.  You want a niche, not a pigeon-hole.  Don’t make all of your toddler tees red.

4. Your marketing mix isn’t mixing

When you launch a product, every aspect of the brand must be in sync.  The name, packaging, price, promotion, and distribution must all deliver the same clear and concise message to the consumer.  If your toddler tees are expensive, but are packaged in Ziploc-esque bags, and advertised in Car and Driver…your customer will be confused and look for another t-shirt company.

5. Your product doesn’t deliver

Key to securing your customer base is delivering on the promises you – and your product – make.  Thus, be sure you invest the time and resources necessary to test your product prior to launch.  Simply put:  the cost of doing a thorough run-through is much less than the capital you will lose due to decreases in profits, market share, and, most importantly, reputation if your product fails after it hits the market.

6. Your missed your targets needs

This goes hand-in-hand with understanding your target market before attempting to develop your product. If your targeted toddlers play soccer in Alaska, you should probably offer them long-sleeve tees as an option.

7. Your timing is off

It’s difficult to predict the future, but it helps to be ahead of the curve (or at least on the upswing of a trend).  Having to catch up to the competition right out of the gate will be a downer.  Pay attention to trends in the marketplace and try to predict where things are headed.  For instance, now might be a good time to start developing software to help people figure out what kind of healthcare insurance they will have to buy in 2013.* *Comments noted here do not reflect the views of Fuel Your Branding or its affiliates

8. You can’t get your product to your customers

If you rely on a third-party for access to your customers, know what it takes to make that happen.  In retail environments, for example, your product must be profitable enough to the store owner to justify taking up valuable shelf space.  In this instance, you must be sensitive to the needs of the retailer, as well as your customers.  Hence, make sure you are targeting the right mix of both.

Partial as this list is, there are lots of ways to screw up your business.  Thoughtful research and preparation can increase your chances of success exponentially.

What are your thoughts?  Have you failed recently or have a “crash and burn” example? Please share – we’re all in this together!

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Brand Fail

So what does this mean for the brand managers reading this?

Giving a Presentation vs. Working a Room

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The New Age of Brand Loyalty

The Internet has provided us unparalleled access to audiences. Twitter, Facebook, blogs and online communities have allowed no-names to become household names and people have taken notice. There are books, blogs, experts and companies to help you build your ‘personal brand’. They’ll tell you that all you need for personal branding is a business card, blog, profiles on LinkedIn, Twitter, YouTube and Facebook, and a personal style.

What if a company took that approach? They get great business cards and collaterals developed, they create a company blog, they’ve got all their social media bases covered and their office is filled with beautiful people, frosted glass and Herman Miller. One problem: their product sucks. Oh, and their CEO is sleeping with his secretary, they have no quality control, all the sales guys are jerks who only care about money and their employees hate their jobs. Is that company going to be successful?

Just like a corporate brand, your personal brand needs to embody who you actually are and what you represent. If you position and promote yourself as an expert, but don’t have the knowledge required to be one, you will fail.

For example, you promote yourself as a Branding Expert. You spend hours writing your blog and filling it with keywords, building your profiles and connecting with industry movers and shakers. You spend your savings on a new Ben Sherman wardrobe. You go to industry events.

You get your name out there and you land a meeting with the Product Manger of a large company. He asks to see your work and the successive ROI of your efforts and you share case studies of Lorna’s Consignment Shop, Park Ave Diner and your Uncle Bob’s plumbing business. Mr. Product Manager then proceeds to laugh in your face and share this with his followers on Twitter, as well as posting a comment about the incident on your blog and Facebook profile.

You. Are. Toast.

So my friends, the ‘personal branding’ process: get the knowledge, get the experience, then get the network. If you start claiming your expertise before you actually become an expert, you’re in big trouble.

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Personal Branding: Proceed With Caution

Perfect Pixels Media Group is a digital media branding agency focused on creating brand significance through design, messaging and user experience. With clients like All Recipes, ING, Microsoft, Trulia and Getty Images, these guys know their stuff. Everyone at Perfect Pixels is senior level (no newbies here) and they have a global reach with offices in Seattle, New York and Amsterdam.

I had a chance recently to chat with Jason Levine, Founder and Executive Director of Perfect Pixels. With a background in brand strategy, usability & heuristics analysis, and interface design, Jason is a digital branding rockstar. Prior to running his own show, Jason was a Creative Director within Virgin’s Travel group and Design Director for Classmates.com. Jason also spent several years in LA helping Siegel & Gale found their information design departments in San Francisco and New York before crossing the pond for London.

FYB: How has technology changed branding?
Jason: Digital branding used to mean having the right functionality, message and imagery for your brochure website. Now digital media has a lot more to do with accessibility- to a brand, to a product, to a person.

FYB: What about social media?
Jason: Social media has provided a level of access that is completely different than what’s happened in the past. There is now a necessity to integrate technology such as social media, but there needs to be strategy driving it or else users and viewers end up getting frustrated and confused.

FYB: So in addition to brand strategy, it’s wise to develop a digital media strategy?
Jason: Yes, adding technology simply because ‘everyone else is doing it’ doesn’t work.  You need to evaluate, develop and implement technology that adds value to your brand. Everyone wants in but they’re not willing to do the work. Developing a Facebook Connect app to gain access to customer profiles is a waste of money. Additionally, if you’ve only got 10 users, it can actually harm your brand. Developing a Facebook Connect app that provides value to your customers is strategic.

We’ve actually told clients not to give us their business as it’s not in their best interest to pursue digital media initiatives. If what you’re doing is not reinforcing your brand, it just makes you look worse.

FYB: What else might cause digital media branding initiatives to fail?
Jason: Many companies and agencies don’t consider how a business actually runs. They don’t consider customer profiles, lead generation, types of products or services and how customers come to acquire or use them.

FYB: What about when the CEO wants to to see the numbers?
Jason: The problem with brand marketing on the web is that people want ROI. They want to see clicks that lead to conversions. It’s incredibly hard to quantify. Everyone wants a million hits on YouTube. Anything less is somehow not acceptable. They immediately want high traffic and what they often get is a slow curve of overall acceptance and awareness.

There is a choice every company makes; to be a direct marketing company or a branded company. If you want to be a branded company that does direct marketing you can. But you can’t be a direct marketing company that attempts branding. The brand has to come first.

Perfect Pixels on the web. Read their blog. Follow them on Twitter.

Portfolio Peek

Virgin Travelstore

All Recipes

Classmates.com

Getty Images

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Brand Builder: Perfect Pixels

Were half the population going around saying that this new paper stuff will change everything, while the other half tried to convince them that they were full-of-it?

Were the fireworks sellers and rice merchants running around, like chickens with their heads cut off, yelling about paradigm shifts and the need for paper-specific strategies?

Did the recipient of the first letter written on paper go; “Why are these people telling me what they did yesterday – do they really think I care?”

Did the readers of the first newspaper go; “Why are these people telling me what all these other people did yesterday? I’m really busy and important and don’t have time for this.”

Was the first guy to write his shopping list on a scrap of paper greeted with a chorus of; “We gave you this amazing technology and all you can think to do with it is write an inane list?!”

People, Twitter is just another tool. Let’s all stop taking it so personally. Either it will become the notepaper of its day or it will be another fad. What will be, will be. In the meantime, if it works for you, use it and shut up– and if it doesn’t work for you, don’t use it and shut up.

Now, can we just move on?

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Post-It Notes, The Original Twitter

Pringles, Proctor’s last major food brand, has blasted onto the multi + social media playing field with a new challenge for consumers. Now that brand owner P&G put a stop to billable hours, it seems that Grey Global is working a bit harder.

Consumers are asked to text message or send photos or videos showing how they eat Pringles crisps (that’s chips for you yanks) for the 100 Ways to Enjoy site. There’s also a web app that allows you to design your own Pringles can. The only thing I can’t figure out is why they included clickable Better Business Bureau graphic in the lower right. So weird.

The new “Everything Pops” campaign will include tv spots, banner ads, print ads, in-store signage, PR and heavy social media to promote…wait for it…..a bigger can. The whole thing is a little last year but check out this banner ad. Seems like a case of too many target audiences or too many ideas.

Global fashion retailer, Gap is leveraging social media to unveil its new fall denim line, Premium 1969.  Trading TV spots for digital media, they are also spending campaign dollars on print, cinema and outdoor advertising. Tell the world what you were “born to do” by creating your own interactive Gap ad and have it featured on borntofit.com (actually a facebook application).  Their style mixer iphone app lets you “share what you wear” and receive style tips.

OfficeMax hosted a blogcast earlier this month featuring back to school tips and ranked as the 3rd Trend Topic on Twitter the day of. The Max has created a viral campaign called Penny Pranks where people buy things with pennies…lots of pennies. They’re supporting the campaign with deep discounts during ‘Back To School For Pennies’.  So far the videos have gotten over 2 million hits and the Penny Pranks YouTube channel has 7,500 subscribers.

Video: Paying With Pennies by OfficeMax

In a recent press release Ryan Vero, EVP and Chief Merchandising said, “We sell school supplies and classroom tools, but if we can also serve as a resource for parents, teachers and students and offer compelling content, this is what sets OfficeMax apart”.

Nissan is hoping to make waves for it’s 100% electric car, The Leaf, using a Twitter-powered Q&A on their website as they aim to answer questions and dissolve confusion in evolving electric car market. The leaf, its 100-mile range and its tag, “100% Torque”, are expected to hit the US by late next year.

I’m interested to see if the big guys will keep audiences engaged or slip back into the cushy world of mass marketing.

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Super Brands Take On Social Media

The 22 Immutable Laws of Branding by Al Ries and Laura Ries

Though the book was written in 1999, most of the 22 Laws still ring true today. Written by Al Ries and his daughter Laura, the 22 Laws is considered to some as the ‘Bible’ of branding. The newest edition is paired with The 11 Immutable Laws of Internet Branding.

Designing Brand Identity: An Essential Guide for the Whole Branding Team by Alina Wheeler

This is the third edition of Alina Wheeler’s original Designing Brand Identity. Filled with processes, tips and tools the book cuts right to it without the fluff and the grandstanding. It’s a great resource for marketers, designers, brand strategists and mangers and chocked full of case studies and examples.

The Brand Gap: Expanded Edition + Zag: The Number One Strategy of High-Performance Brands by Marty Neumeier

Where do I begin? I must say that Mr. Neumeier is one of my favorites as he understands how little time people actually have. The ‘whiteboard’ style condenses his thoughts into incredibly succinct points and meaningful illustrations. Take five hours and read these two and you’ll come away with an in-depth understanding of what it means to differentiate today.

A New Brand World: Eight Principles for Achieving Brand Leadership in the 21st Century by Scott Bedbury

Bedbury establishes eight principles that successful brands follow. Another organized read, A New Brand World is mostly focused on Bedbury’s days with Nike and Starbucks’ and the inside scoop on what helped propel the two to super brands.  If you’ve ever wondered what happened during the early days, read this one for sure.

Building Design Strategy: Using Design to Achieve Key Business Objectives by Thomas Lockwood and Thomas Walton

Building Design Strategy talks about the value of design in business.  If you need to prove to your CEO that redesigning the website is paramount to your company’s success, give her this book.

BrandSimple by Allen Adamson

As Managing Director of Landor, Adamson knows his stuff. Another process-oriented read, BrandSimple teaches readers how simple is better. Adamson reduces all the hype, the brand manuals, the internal campaigns and the marketing down to one simple idea. Also, check out BrandDigital, an overview of what some of the industry’s movers and shakers are doing with digital.

Groundswell: Winning in a World Transformed by Social Technologies by Charline Li + Josh Bernoff

THE book on social media. Just read it.

Identity Crisis: 50 Redesigns That Transformed Stale Identities into Successful Brands by Jeff Fisher

Readers get a look inside the challenges of rebranding.  Strategy, creative and problems included.

Purple Cow: Transform Your Business by Being Remarkable by Seth Godin

No list is complete without the Cow. Purple Cow makes marketers make a choice- be invisible or be remarkable. What side do you want to be on?

Brand From The Inside Out: Eight Essentials to Emotionally Connect Your Employees to Your Business by Libby Sartain and Mark Shumann

In Brand from the Inside, Libby Sartain and Mark Schumann share their insights on internal branding. Get your ‘most valuable asset’ to deliver on your brand promise. A $10 million branding campaign goes down the toilet if the kid at the counter is a jerk.

Interested in hearing what your favorites are–drop us a comment below with your top 3.

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Quickies: 10 Readable Branding Books

Take a look at social media from the perspective of a 5-year-old, you might find that you’ve already got most of the tools you need to define your brand’s strategy.

Walk Don’t Run

Down the hall, in the cafeteria and by the pool–walk don’t run.

Assess and review the big picture of your social media initiatives. Before jumping in, develop strategy up front. It saves a lot of headaches down the road. Define your goals, identify the tools you’ll use, establish a basis for measurement and set guidelines for listening and engaging. You want to answer these types of questions first and foremost.

Think Before You Act

“If you don’t have anything nice to say…”

Avoid being reactive. There isn’t room to jump to conclusions and assumptions, this is a transparent playing field. Proactively approach any issue – whether its positive or negative.

Don’t Eat the Paste

Don’t eat this and that, keep your finger away from electrical sockets and stop touching Jimmy.

There’s always going to that one guy who won’t like anything your company does. Look at it as a challenge and if you can’t be friends, try to figure out their angle. What is making this person/group of people hostile? What can you do to influence their opinion?

M.Y.O.B.

My kindergarten teacher, Mrs. Klenk felt she had to explain this one to me on a weekly basis (“MYOB Lisa, MYOB…”).

Never play dirty. This, of course, can be awfully tempting. But when it comes to social media, don’t trash talk. Taking shots at your competitors will only bite back at you. What’s that? You’ve got an evangelist talking smack about the other guys while singing your praise? Well then, that’s their prerogative isn’t it?

Sharing is Caring

This one is almost as good as the golden rule. Almost.

Folks, let’s be good listeners. Talk to and engage with your customers. Show them you care through the thick and the thin. May the lines of communication be forever open. This is the best market research you never paid for. You may find it a harsh reality but seriously, get to know your customers, they are ultimately paying your bills.

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Everything I needed to know (about social media strategy) I learned in kindergarten

The fine folks over at Razorfish just released a report called “Fluent: The Razorfish Social Influence Marketing Report” that ‘finds brands aren’t doing enough to engage consumers on social platforms.’  This we already know, yet the report does reveal several very important implications for brands that want to succeed in today’s landscape:

• Brands must socialize with consumers.
• Brands must develop a credible social voice.
• Brands must provide a return on emotion to their consumers.

As others have concluded before them, social media is indeed here to stay. Brand managers, boards, and creatives no longer own the brand. Everything is real time. McDonald’s makes a customer service faux pas and the world knows about it. Someone buys a LCD TV with bugs and thousands get buyer remorse. Brands can’t ignore the facts any longer.

Download the PDF version.

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