Category Archives: Branding

Linchpin

Posted on by

Back from Copenhagen and getting over jet lag. So catching up on my reading and went looking for a little treasure that is a great start to the Fall madness.  Seth Godin put this book out in 2010 and if you haven’t done so, its worth the read. Our economy is sluggish and the only people who can pick it up – is us. Linchpin is a reminder – sometimes not so gentle – but maybe a little push is needed. One of the quotes from the book that sticks in my mind is “Raising the bar is easier than it looks, and it pays for itself. If your boss won’t raise your bar, you should.”

Maybe its the influence of hanging out for the summer at a world-class business school in Copenhagen. Maybe its heat stroke. But it gets me to thinking. What if we all decided to raise the bar? Regardless of what our employers expect? What if we all started to change the ending of our own journey? Godin speaks to the fact that many of us have been asked to hide our empathy and our creativity in service to a job description which is more than likely, outdated. What if we went outside our own ‘box’ and started using our innate creativity – for our own purpose? Even if you aren’t sure what your purpose is, you probably won’t find it in your job description. Your family doesn’t know either or else you wouldn’t be looking for it now.

So a little expansion while we still have great weather?  Methinks its worth the effort.  Part of my expansion is working on a Tedx talk for September 14th in MIlton, Ontario. A little part scary and a big part exciting. The theme? Linchpins. Hope to see you there.

Linchpin: Are You Indispensable?

 

Ctrl Alt Delete

Posted on by

OK the title got me.  I spent years hitting those keys.  Needing a little break from summer school, this book called my name. Yes, fun reading – but big message.  The new true marketing imperative is telling a great brand narrative. One word? Storytelling. Mitch Joel takes us on a journey that will open your eyes to the future that is already here.  He maintains the true opportunity for business going forward to to create and maintain a direct relationship with consumers. To look forward with the eyes of a consumer and not as a business person.  Consumers are social – more than they have ever been before. Consumers are more hands on – because they can be.  A great example used by Joel is “Kickstarter” – a New York startup founded in April 2009 and has raised more than $275 million for more than sixty-five thousand projects since it started. Can’t get the attention of venture capitalists because you are too small (or too whatever)?  Kickstarter may be the vehicle for you. Driven by consumers. Supported by consumers. A great example of crowdsourcing – if your public supports you, who needs VCC’s?

Some simple rules:

1. Deliver value first.

2. Be open.

3.  Be clear and consistent.

4. Create a mutally beneficial world.

5. Find your true fans – your evangelists.

Start looking at media as one platform – text, images, audio and video. Once your delivery platform becomes one digital pipeline – you can put it anywhere.   The biggest challenge will be to figuring out exactly where that ‘where’ is. Our world now entails the exponential growth of new media.  What does that mean? Think fast and agile AND slow build.  Responding to market forces or even better, staying ahead of the trends while at the same time, a slow build with your customers – relationships take time.  That relationship gives you insight – not just data. And then he turns to rebooting your life. A very interesting read!

Ctrl Alt Delete: Reboot Your Business. Reboot Your Life. Your Future Depends on It.

Leading Out Loud

Posted on by

Terry Pearce followed his heart and went back to school – something dear to my heart. Even better, he was drawn to the same program that I took a few years back – a PhD in comparative mythology and depth psychology. In his studies, he explored what it meant to lead across cultures, deepening his understanding of why people do what they do. I know I am biased, but, I believe no better preparation for the complexities of our current global world of business.

Pearce first published “Leading Out Loud” in 1995 and it quickly become a classic in the field. In this third edition, he expands on the reflective work necessary, no demanded, by authentic leadership in order to inspire commitment and action. He asks the question ‘where do passion and commitment reside’? Answer: in inspiration – and this book will act as both guide and nourishment for the journey to the authentic Self. Pearce has taught leadership communication at UC Berkeley, the Haas School of Business and the London Business School. He draws upon a wealth of experience and adds a deepening of perspective in the authentic leadership model.

A worthy addition to your reference library.

Leading Out Loud: A Guide for Engaging Others in Creating the Future (J-B US non-Franchise Leadership)

The 7 Virtues of a Philosopher Queen

Posted on by

It has been a really hectic couple of months.  Finishing off the school term, a couple of academic papers and a major conference presentation in Doha, Qatar has kept me running. Doha is an amazing city and I loved being there. Keep your eyes on Qatar – economy moving at light speed and dedication to education and health care. An idea that a few other countries (like Canada) should keep in mind!

One last conference keynote was on the agenda before the next adventure of teaching in Copenhagen at the Business School this summer.  The Journey 2 Success Women Entrepreneurs Conference in Oakville, ON was a couple of days ago and what a delightful treat it turned out to be! Not only a great conference, but found a treasured gem that now has an honored place on my bookshelf.

The luncheon speaker was Barbara Stegemann of Halifax, Nova Scotia. Her book, The 7 Virtues of a Philospher Queen tells her amazing entrepreneurial story. Barb started a perfume company that purchases its perfume oils from war-torn regions of the world and her motto is  “Make Perfume Not War”. She believes that we can use our buying power to empower families in those countries that are rebuilding after conflict or any other disaster.  The book is dedicated to a close friend who was wounded in Afghanistan – you have to read the book to find out more!  Great storytelling, sound enterpreneurial advice and social innovation make a great read for the summer.

I love her story and the 7 Virtues Fragrance selection to my nose, is a winner. I am sorry to report I have left my favored Jo Malone perfumes for another woman. My choice was a harmonious blend called “Middle East Peace” – a combination of grapefruit, lime and basil that is just yummy.  Available at the Bay stores in Canada and Lord & Taylor in the US.  You can get the books online (link above) or purchase at the Bay or Lord & Taylor’s while you are testing out the perfumes. Just think, buying a bottle of perfume as a way to reduce conflict. Teaching people how to fish instead of giving them ‘aid’. Social innovation at its best! Great book. Great perfume. Great woman!!

Creating Innovators: The Making of Young People Who Will Change the World

Posted on by

I have to admit I’m getting a little nervous. In a couple of weeks (or as my niece calls it – 15 more sleeps), I am getting on a plane for Doha, Qatar to speak at the Global Innovators Conference in Education.  Certainly one of my passions and pet peeves at the same time. Education needs reform the same as our economy – and if you work in any large organization – you know how difficult it is to change bureaucracy.  One of my favourite authors to read when feeling discouraged is Tony Wagner. His previous book, The Global Achievement Gap, outlines some of the changes currently taking place in education (reviewed last year).  It might be slow but it is steady and we need all the support we can get.  In Creating Innovators, he speaks to both educators and parents as to how to keep that wonderful creative spark alive in all of us.  He provides countless examples of school programs that encourage both art and science – both sides of the brain – that spur creative and critical thinking.  He also has included video content right in the book – technology working at its best.  Download the Microsoft Tag Reader into your phone and you can watch various interviews with both Tony Wagner and many other innovators he has interviewed for the book.  Available in both the Kindle edition and hardcover, this is a great read to add to your library of how to make the world a better place.  I’ll let you know what happens in Qatar – some incredible work being done in education world-wide.  So, patience for a little while longer. We are working as fast as we can to bring about educational reform.

Creating Innovators: The Making of Young People Who Will Change the World

 

The Boiling Frog Dilemma

Posted on by

Calling all Canadians (and even if you are not, the message is worthwhile reading). Todd Hirsch and Robert Roach have produced what should be the Canadian primer on innovation.  They call for a structural change in Canadian DNA. “Canada needs to change at a fundamental level that ripples out into every nook and cranny of the economy. The goal is not only an economic revolution but a social one as well. Canadians need to break old habits, think differently and see the world in new ways.”  YUMMY!  For me, this message is like preaching to the choir and maybe for you as well.  But, if you are looking for a way to push innovation into our C-suites, buy your boss a copy of this book (after you read it of course). The message is clear. We have everything we need to be a world-class economy, but have to stop underachieving.  Business as usual means no business at all.  A great little read with a powerful message. And one that bears repeating …. over and over and over and …  you get the idea!  Get it online at chapters as an ebook or purchase from Todd and Robert directly.

The Philosophy of Branding

Posted on by

In your wildest dreams, you probably have not envisioned Socrates running a brand workshop. It is a little mind bending! But in The Philosophy of Branding, Thom Braun has explored the history of great philosophers and linked their work to branding practice. Its not as much of a stretch as you would think. If you consider that a brand is the essence of something, rather than a concrete representation, you are getting close how branding should be done and seldom is.  Some call a living brand corporate religion.  Brands stand for something – more than a product or service. Something deeper that resonates at an emotional (or in my language archetypal) level. In a world where branding is driven by prosumers, this is a great little surprise text  to deepen your understanding of how a brand operates. For example:

“Nietzsche’s Top Tip:  Values are at the heart of branding – but in a much more potent sense than we normally assume. Brand values should not just be ‘attachments’ to a product or service, but rather the driving force for what the brand can dare to become. Competitive edge lies in creating new values – perhaps risky values – rather than repacking existing market values. The way to ‘superbrands’ is through owning the territory that goes with those values.”

Think insight – not information, not data. An interesting read and great reference tool.  Methinks it might become one of my branding textbooks.

Philosophy of Branding: Great Philosophers Think Brands

Emotionomics

Posted on by

Curious as to how to win hearts and minds of your clients (internal or external)? Dan Hill has written an fascinating book on the latest contributions from psychology, neuroscience, human interaction design and behavioural economics that shatter old assumptions. I had the pleasure of listening to his presentation at a recent Conference Board retreat and was intrigued by his approach.  For anyone interested in Branding – this book is a must.  If you are looking for insight – this book pushes the limits of research into a proven method that answers the all important question – ‘what do customers want?’  Hill is an expert in facial coding and uses a combination of the ancient art of storytelling with recent advances in brain science to drive actionable results.  

For too long, business has been crunching numbers instead of harnessing emotion. Big data doesn’t give you insight.  If you want to gain a competitive edge in the marketplace, this is an invaluable resource. If you only read one book on customer insight or branding this year, Emotionomics wins my vote.

 

Emotionomics: Winning Hearts and Minds

Winning the Story Wars

Posted on by

Jonah Sachs has written a great book on the proper use of story and the five deadly sins of marketing (vanity, authority, insincerity, puffery and gimmickry).  Tapping into the power of myth, Sachs speaks to empowerment marketing and what that shift would entail. The most important takeaway for me from this new offering was the importance, again, of the value system that guides individual and corporate behaviour. In short, SHOW DON’T TELL.  Any brand who has maintained its value over time has relied on clearly expressed and lived values.  Brand communication becomes sharing your values with your customers and can be expressed in the following values “bucket”:

1. Values built into the founding story

2. Values expressed by products and services

3. Values held by leadership

4. Values you believe will most deeply resonate with your audience

To Sachs, these are the building blocks of the stories you tell about yourself and your organization.  If possible, the values should align over all the categories. Hard to do, yes! Living by values is never an easy choice. But it is the most sustainable and profitable course. So your intent for your organization? If sustainability and profitability matter, then you might want to add this offering to your reference shelf. The book can be purchased now for pre-release – Winning the Story Wars will be available in July.  You can also check out the video.

Winning the Story Wars: Why Those Who Tell (and Live) the Best Stories Will Rule the Future

Gamestorming

Posted on by

Many of the tools of the trade in innovation consulting are passed from one facilitator to another – something like our version of a secret handshake. Seldom written down, they are passed using the ancient/modern oral tradition of storytelling. “We met with X company and did Y activity and boy, did it work!” In Gamestorming – A Playbook for Innovators, Rulebreakers and Changemakers, you get full membership in the secret club. Gray, Brown and Macanufo have compiled a great selection of exercises that will energize the brain of any participant and warm the heart and hards of every facilitator who has been tasked with producing ‘innovation.’ Magic!

Gamestorming: A Playbook for Innovators, Rulebreakers, and Changemakers