The Brand RoadMap

And Finally a "P"

noreply@blogger.com (Charles Collie) — Mon, 04 Feb 2013 13:43:00 +0000

Review
Wow, I just realized that I never gave you the "P" in MAP. My apologies. As a reminder, M is about discovering your MOTIVATION. Think of it like this, why are you willing to go above and beyond to attain something or become something when others are not? What do you care about passionately? A is for ABILITY. What abilities do you have? What comes naturally? What skills have you learned? What abilities have you gained through the school of hard knocks? Which ones fit well with your motivation?

Context
OK, now let's finish our MAP. P is for Personality. You can look at personality from 2 perspectives. One is descriptive of who you are and the other is learning how to use personality to connect with others so they can help you take your Motivation and Abilities to the next level. Today we'll focus on who you are.

There are numerous personality systems that are used by large corporations, the military, jury consultants and even dating services to identify how someone would fit in certain roles pertaining to how they would act in that role. These systems can be very complex and confusing to quickly understand. However, for this post, I just want you to understand a very simple concept of personality... who you are and what it may mean to how you live out your MAP.

The Four Quadrants
At its core, personality can be broken into 2 axes. The first has task oriented people at one end of the spectrum and people oriented people live at the other end. The second has more assertive people at one end and less assertive people at the other. When overlaid these two axes create 4 quadrants: Task/More Assertive, Task/Less Assertive, People/Less Assertive and People/More Assertive. Let's assign a color to each. Task/More Assertive - Red, Task/Less Assertive - Blue, People/Less Assertive - Green and People/More Assertive - Yellow. Can you identify yourself in one of these? No, well let's talk about what each wants. The Task/More Assertive person wants Results, Task/Less Assertive - Process, People/Less Assertive - Loyalty and People/More Assertive - Inspiration. Does that help? Still not quite there? Well let's look at their favorite word. Task/More Assertve - Now!, Task/Less Assertive - How?, People/Less Assertive - We and People/More Assertive - Me. Do I hear some of you grumbling I'm more than one of these? That's exactly right. We all have some of each in us. But one is almost always stronger than the others.

What Fits and What Doesn't
So by understanding the strongest part of your personality you can get a good idea of the P in your MAP. You'll understand both what roles may create an environment to release your genius and which ones most likely won't. On the positive side, if you're Red, you'll find you gravitate to situations where you can make quick decisions about the big picture; Blues will find roles that take time to analyze the data and follow a process. Greens will create an environment that allows everyone to get along and work together. And Yellows will often find themselves as the center of attention inspiring those around them.

On the negative side, if your strongest is Red, then your genius probably isn't in a role which requires patience and warm fuzzies. If it's Blue, you may not be suited for the inspirational leader role . Greens often have difficulties being in a let's get things done now role that demands quick decision making regarding big picture strategic direction. And Yellows are truly uncomfortable in situations that necessitates detailed analysis or that are purely an individual intellectual endeavor.

WARNING!
However, don't mistake the role or situation with the industry. I've known each of the colors to have great success in a variety of industries. For example, Blues tend to make up the large percentage of Creative Directors in Advertising Agencies. Hmmm, that doesn't seem quite right you say. Well as Creative Directors they direct the creative "process" at the agency. Now do you see? I also know several Yellows who are superstar accountants. I can hear you saying that can't be, but let me explain. Personality does not indicate ability or intellectual capacity. These Yellows entered the industry as all accountants do but then found the role that fit their personality. Almost all of the Yellows I know now have their name on the door and are typically the face of the firm. Making sense now?

Breaking It Down
So at its core figuring out your personality comes down to two simple questions:

1. Are you more Task or People oriented?
2. Are you more or less Assertive (Do they Ask or Tell)?

Find your MAP and live your Genius.

Happy MAPping!

Give me an "A"

noreply@blogger.com (Charles Collie) — Fri, 08 Jun 2012 20:32:00 +0000

MAP
If you read my previous post entitled, "Are you a genius", you are now waiting for me to explain the A in the MAP process of discovering your genius. Well to recap since it has been a few days since I've posted, the M is Motivation. It's about taking the time to discover or re-discover what you have a true passion for. What you care about. What motivates you to take action. But being motivated and passionate don't necessarily translate to being good at something.

A is for Abilities
So let's jump to the A - Abilities. What comes easy to you? Reading, Basketball, Cooking, Encouraging? Stop reading and take a few minutes to jot down some thoughts on your abilities. It's not just about your natural abilities but also those learned abilities and the ones you've gained through experience. They can be functional or relational. Everyone has them so don't cop out and say, "I'm not good at anything." You may not be a world class athlete but you may be a world class encourager. If evaluating yourself is just too difficult ask someone who knows you very, very well to give you some direction. Now I say direction because you are the only one who can definitively say, "Yes, that's one of my abilities." Don't feel pressured by what others say if it doesn't feel right. Okay?

Give me a M, Give me an A...
We're not done yet though. Having an idea of your Motivation and your Abilities is great but there's one more piece of the puzzle that will clarify the context in which you should use your Motivation and Abilities. We'll get to the P in my next post. Stay tuned.

Are you a Genius?

noreply@blogger.com (Charles Collie) — Tue, 29 May 2012 19:42:00 +0000

There are some incredible people in the world. Actually every person is incredible. Most of us are incredible in ways the media isn't interested in but we all have our own genius. What got me thinking about this is a quote from Albert Einstein,

"Everyone is a genius. But if you judge a fish on its ability to climb a tree,

it will live its whole life believing that it is stupid."

There are several parts of this quote that I find worth talking about. How we judge people is a biggie but will have to be saved for another post. Today I'll tackle finding your genius. It's obviously very important. But is it simply identifying your strongest abilities? Or does it go further?

Discover Your M.A.P.

I've been on a personal journey to discover my own personal genius and how to best use it for the past 30 plus years. I've taken numerous tests to discover my strengths and weaknesses. Often, I've been excited by what I've learned but have come to a seething frustration when the discovery never seems to end in a clear path to putting my strengths to their best use. From this journey I've developed the M.A.P process for not only discovering your strengths but the right context in which to use them.

Motivation

Instead of starting with strengths, I've found it better to start with motivation. When you understand clearly what you truly care about, you'll have some great clues about the best context in which to explore using your genius when you discover it.

So get your iPad (or a piece of paper) and start answering the following questions:

What do/would you love to do? When do you feel most fulfilled?

- If money, talent or time were not an issue and you could be assured of success what would you do?

What are you passionate about?

- What subjects/areas of interest get you energized? What issues concern you? What gets you fired up?

Where are you volunteering your time now? What causes are you giving money to?

Who do you enjoy working with (who do you think you'd enjoy working with)? - both co-workers and/or those who will benefit from your work.

So what happens if you stop here? Should you just follow your bliss? Maybe, but maybe not. There's still an A and a P to explore... and we will over the next few days.

Rediscovering Richmond - Living beyond Charles Collie Land

noreply@blogger.com (Charles Collie) — Mon, 05 Mar 2012 22:36:00 +0000

If you're anything like me you often find yourself living a very narrow life. Sometimes it seems as if I don't know what's happening outside my home, my office and my facebook account. I live in Richmond but I tend to live most of my life in Charles Collie Land. Which is a real shame because Richmond is an amazing city and region.

I'm not going to make this post a tourism commercial but if you live here and aren't constantly exploring what the region has to offer you are missing out. Everyone talks about the history of Richmond but that history is talked about in a monochromatic way. Richmond is not only the place where the United States was born and then divided, it is a place where creativity and innovation has blossomed time and time again (and not only at the Virginia Museum of Fine Arts - which is awesome).

In a recent conversation with my friends Gayle Turner and Tom Laughon at Catch Your Limit Consulting, they reminded me of the visionaries, crazies and misfits that have made our region the center of so many creative activities. A guy named George Washington developed a unique canal system that allowed Richmond to become the center of trade in a new nation. But at the same time Richmond had also become the theatrical center of our new nation - and may still be if not for harsh fire regulations that allowed the backwater town of New York to draw the theater away. Also, Richmond claims the writer of a uniquely dark style of poetry named Edgar Allen Poe, remember him. Speaking of innovations, Richmond was home to the first electric trolley system in the U.S.

Well, fast forward to today and theater, art, and creative activities abound. From huge music festivals to 10ks and open innovation centers for Fortune 500 companies to Innovation Centers at major universities and hundreds of little companies doing mind blowingly amazing things. Just go to Google, pick an industry, a category or a crazy thought and then type Richmond, Virginia or just RVA after it and prepare to be wowed. Don't live the narrow life. Enjoy and be a part of the creativity that is Richmond!

Believe

noreply@blogger.com (Charles Collie) — Wed, 21 Sep 2011 19:58:00 +0000

Believing is the first step toward doing.
As kids, we don't know what we can't do. But our parents (think they) know. Good parents (and good friends, coaches, managers, teachers - and I'll put in consultants since that's what I do) don't pre-assume what can't be done.

She didn't know she couldn't
I wrote this while eating lunch at a local restaurant. I was inspired by a little girl, no more than 2 or 3 yrs old. She refused to come into the restaurant unless her parents let her open the door... by herself. Well, by herself she couldn't even budge the door. Seeing this, her Dad - now this is important - without letting her know, pulled the door open. The smile on her face lit up the room as she strutted in with an expression that said, "Yeah, I did it. I did it all by myself!" I believe that little girl will accomplish big things in life, because she doesn't know she can't.

I think this applies to business. Let me know if you agree.
If you want people to grow, let them try new things (like the little girl opening the big heavy door). If they aren't strong enough to do it on their own - HELP THEM! So many great achievements have been squashed because the people around them decided to pass judgment rather than help. Look around you. Is there someone trying something new? Are you going to say, "you're crazy for trying to do that" or will you ask, "how can I help?" Or like the Dad, will you help and never tell.

Get Aligned!

noreply@blogger.com (Charles Collie) — Thu, 08 Sep 2011 19:37:00 +0000

THE WORD
The word "alignment" seems to be fashionable today in the consulting business. I think it's a good word that well describes what branding can do for an organization. So to me the word "alignment" is also very relevant to an organization's success.

WORK THAT BODY
If you think of an organization as a body you can see how making sure that everything is working together around a single concept allows each part of the body (the organization) to help the other. Hand/eye coordination, if you will. The world class athletes (organizations) will be the most coordinated. The interesting thing (playing off of yesterday's post) is that bodies (organizations) that are focused on making decisions according to their brand also tend to be the most innovative. Robert Goizeta, longtime CEO of Coca-Cola said, "We have 2 constants at Coke. We have a constant purpose and a constant dissatisfaction with how we achieve that purpose." Nuff said.

TRUTH AND RELEVANCE

So, before you go tell the world about how wonderful you are, make sure your wonderful words are backed up by a wonderful body (organization). You don't want to have the same experience that a 300lb woman had when she uploaded a picture of a super model as her profile picture on a dating site. Initial excitement at the number of men wanting to go out with her... and then a nasty collision with reality. It's about truth and relevance. Know the truth of who you are. If you don't like it, change it. Become relevant. Then communicate in a way that truly engages your audience.

Get Aligned!

Creativity and Consistency

noreply@blogger.com (Charles Collie) — Wed, 07 Sep 2011 14:28:00 +0000

Seems like everywhere I turn these days people are talking about creativity and innovation. Actually, that is exciting because I'm hearing it from what you would probably think of as the most unlikely organizations to ever be considered creative or innovative. However, the interesting thing to me is that the most creative and innovative people and organizations I know are also extremely consistent. Unfortunately, the old line organizations I run into often think that to be creative they somehow have to become less consistent. It's an unfortunate stereotype that creativity = disorganized, scatter-brained, all over the place thinking. Real creativity is about making connections that others don't make. It's about seeing patterns that others don't see. In a way its being blind to some of the rules that have no good answer to the question, "Why?" and creating new ways that are more relevant.

We live in so many boxes (stereotypes, culture, industry, peers, income, government, etc.) that consistent/continuous creativity and innovation are almost impossible. That's why I believe that while creativity and innovation are important, there are key ingredients that must be in place to help people and organizations survive the inevitable periods where they just aren't creative or innovative. The key ingredients are "trusted relationships." Without trusted relationships your product or service will begin to be perceived as having less value and viewed as more of a commodity. Which is the beginning of a spiral that makes it more and more difficult to be creative and innovative.

So, I guess what I'm saying is that being creative and innovative are great things but don't take your eyes off the impact that developing consistency and forging relationships built on mutual trust can have. They are the foundation, the platform that give creativity and innovation the power to change the ways we think, feel and act.

Getting Results

noreply@blogger.com (Charles Collie) — Tue, 06 Sep 2011 19:23:00 +0000

Getting results. That's what it comes down to, right? It's why we do all the stuff we do, right? Well, I'm not so sure. We tend to justify things. We do stuff just because it's right there in front of us, not because it leads to accomplishing anything (see Social Media, X-Box, Doritos, etc., etc., etc.) We get distracted by things that aren't necessarily bad in themselves, sometimes we even think they are the right things to be doing (like writing this blog post when there may be [is] something more important I should be doing).

I have discovered the main reason we do this! Are you ready? Are you sure? Okay, here it comes.... We don't get results because we either don't know what we're really trying to accomplish or we're afraid of what results will mean for us. That's right, the real reason we don't get what we say we want is that then we'd have to CHANGE to get there. Ouch! That can't be right because I really want to succeed.

So have you ever clearly defined what success is for you or your organization? Thought about what success would really mean... the impact it would have on your life? If so and you're still not getting results, is it possible you're afraid to admit that you're afraid of not being able to handle the success you think you want? Hard questions, but ones you need to confront if you want to break on through to the other side. Let's go get results! Not just any results, but the ones that will have a truly positive impact on our lives and the lives of others.

Stay focused!

Decisions, Choices and Branding

noreply@blogger.com (Charles Collie) — Thu, 25 Aug 2011 15:47:00 +0000

Business like life is made up of decisions and choices. How you make them determines whether you'll be successful or not, as well as the level of your success... or failure. Decisions and choices that aren't based on any foundational principles or values don't have much chance of getting us or our organizations where we or our organizations want to be. This is mainly because we probably aren't sure where we want to be or how we'd like to (or should) get there.

So where does branding come into all of this? Well, I believe at the beginning. By clearly defining your brand you will also be clarifying your purpose, the fundamental things you believe in and what you and your organization value most. Once you can stand on this foundation, making decisions becomes simple (I didn't say easy). You'll be able to see the past, present and future through new eyes... and others (colleagues, employees, clients, vendors, prospects, media, investors, your spouse, etc.) will be able to see you and/or your organization through those same new eyes. You'll know what (and who) fits and what doesn't. It's like your mother told you, just because you CAN do something doesn't mean you SHOULD.

Define your brand and make better decisions.

Humility and Submission aren't Four Letter Words

noreply@blogger.com (Charles Collie) — Mon, 07 Dec 2009 15:05:00 +0000

I've been thinking a lot about how our culture is changing.  It appears to me that some very positive change has come in the last few years. I'm not talking about a forced increase in creativity and entrepreneurialism. Though I love creativity and entrepreneurialism. I'm talking about a shift that's been taking place for a while. Over the last 30-40 years our culture has been about hype. Everything has been commercialized to the point that in some ways we all started to believe it truly was all about "me." But the pendulum has begun to swing in a new direction. No, not back to where we were 50 years ago. As much as some harken back to "the good ol' days," we couldn't go back if we wanted because of the influence and effect the last 3 plus decades has had on the way we think & act, and the way the world works. What is happening is a return to the concepts of humility and submission. But in a new way. Let me explain my thinking.

Years ago I heard what I believe to be the perfect definition of humility: it's not thinking less of yourself, it's just thinking of yourself less. There is a new attitude toward helping others, toward protecting the planet, toward service in general. So much so that Corporate America (as it slowly starts to "get it") spends billions on causes and cause marketing each year. Whether this is done from the heart or because it's the new cool thing to do or just a way to sell more stuff - the trend toward service is real.

Now for the more controversial subject of submission. Again, words mean things so let me define submission. I'm not talking about the slavery type of submission. Or totally sacrificing your identity. Submission is when you are willing to make your will fit the will of a greater cause. It requires humility, but more than that it requires courage. For example, you have two opportunities, one to make a large amount of money doing something that you love doing but has little if any social impact and another to make a huge difference by joining forces with an organization that has a massive social impact but the money is less than compelling. What do you do? I believe there has been a shift in how a growing percentage of the population answers the question.

Social impact has become a huge driver in career choice. People are submitting to what they see as the "greater good" (whether it actually is or not is a subject for another post). However, the interesting thing is that many are finding a third option, often by accident. The whole concept of the social entrepreneur. Doing good to do well. Making more money by focusing on the social impact. This is the American Way. The concept introduced at the beginning of our nation - "Self-Interest Rightly Understood."

So, humility and submission don't have to mean beating yourself up, taking sacred vows of poverty and self-denial. Individuality can still be strong in these trends toward humility and submission. It's actually a requirement to be the best leader you can be. Jim Collins called this a Level V leader. The type of leader that can take an organization from Good to Great. "Compared to high-profile leaders with big personalities who make headlines and become celebrities, the good-to-great leaders...[are] self-effacing, quiet, reserved, even shy - these leaders are a paradoxical blend of personal humility and professional will. They are more like Lincoln and Socrates than Patton or Caesar." (pgs. 12-13, Good to Great by Jim Collins)

Selfishness and greed aren't going away but the good news is they are no longer the ideal.  We have the opportunity to do great things through real relationships that have an impact that ripples out beyond ourselves. What a great time to be alive!

New Perspectives = New Value

--Charles

The Wave is coming...

noreply@blogger.com (Charles Collie) — Mon, 29 Jun 2009 22:12:00 +0000

If you haven't heard about it yet, you've got to check out what's next from Google. Google Wave is going to change the way you use the internet (again). http://wave.google.com.

While you’re watching this think of the implications – to society, to culture, to productivity, to innovation, to structure, to processes, to how we think, communicate, engage, etc. It’s somewhat mind blowing. At the same time it’s a rather simple concept… Have one place to manage everything – input and output, relationships and work. Collaborate real time. Review the steps that occurred, how a conversation went, who put those weird captions on your vacation pictures. Instant messaging will be truly "instant," letter by letter. Update all your social media sites at one time. Edit them all at one time. Okay, even though it may be a simple concept, what it does goes on and on and on... Watch the video and try not to drool on your keyboard.

New Perspectives = New Value

--Charles

Social Media and Richmond, Virginia

noreply@blogger.com (Charles Collie) — Wed, 17 Jun 2009 15:07:00 +0000

Today, Richmond Biz Sense launched the 1st of a 3 part series on social media in Richmond, Virginia. Interesting stuff, especially the quotes from Charles Collie (shameless self-promotion) and my good friend Nhat Pham (he's Pham-tastic).

http://www.richmondbizsense.com/2009/06/17/richmond-20-tweeting-for-business/

The point that may have been missed about Twitter is its usefulness beyond selling and marketing is that it is a great information resource. We actually use it as a very powerful research tool. Actually all social media has the potential to inform in a very "real" way.

New Perspectives = New Value

--Charles

Do it anyway

noreply@blogger.com (Charles Collie) — Tue, 16 Jun 2009 14:26:00 +0000

In a poem called "Do It Anyway", Mother Teresa said:

People are often unreasonable, illogical, and self-centered;
Forgive them anyway.
If you are kind, people may accuse you of selfish, ulterior motives;
Be kind anyway.
If you are successful you will win some false friends and true enemies;
Succeed anyway.
If you are honest and frank, people may cheat you;
Be honest and frank anyway.
What you spend years building, some could destroy overnight;
Build anyway.
If you find serenity and happiness, they may be jealous;
Be happy anyway.
The good you do today, people will often forget tomorrow;
Do good anyway.
Give the world the best you have, and it may never be enough;
Give the world the best you've got anyway.
You see, in the final analysis, it is between you and God;
It was never between you and them anyway.

If you live by the words of this poem, your life may not be easy but it will be better.

New Perspectives = New Value

--Charles

A Lean and Not So Mean Business Model for Today's Economy

noreply@blogger.com (Charles Collie) — Mon, 15 Jun 2009 19:24:00 +0000

Ariel Horn, who runs The Horn Corp., a Manhattan ad agency, has found both a way to help the numerous unemployed advertising workers in New York, and a new business model.

http://www.npr.org/templates/story/story.php?storyId=105217454

Great ideas don't come from doing things the way they've always been done. Start with the problem not how you do things. It not only makes it easier to solve the problem. It makes it easier to sell the solution. Think like Ariel Horn and you'll find opportunity where others only see problems. Know of anyone else like Ariel?

New Perspectives = New Value.

--Charles

The Pain and the Ecstasy

noreply@blogger.com (Charles Collie) — Fri, 29 May 2009 21:05:00 +0000

Technorati Profile

Connecting all your profiles and getting on all the directories and making sure you have tags here there and everywhere is quite the pain... until someone that needs you finds you.

How to talk to customers when times have changed

noreply@blogger.com (Charles Collie) — Thu, 26 Feb 2009 03:31:00 +0000

Here's a good article from HBR on how to talk to customers (when you don't know what to say). It equates talking with clients in the current economic downturn filled with layoffs and belt tightening to a personal situation when a friend has lost a loved one. Sometimes you just don't know what to say.

http://blogs.harvardbusiness.org/cs/2009/02/what_to_say_to_customers_when.html?cm_mmc=npv-_-WEEKLY_HOTLIST-_-FEB_2009-_-HOTLIST0224

I've been telling my clients for months now that the things their clients cared about just a short time ago are not the same today. The message still comes from your brand's core strength but it needs to be communicated in a new way that takes into account the new behaviors and attitudes as well as the changing strength of various touchpoints/media. I also have been chanting as my mantra that this is not the time to stop or greatly reduce your marketing. It's time to make it more efficient, yes. But to just take the tact of cutting the marketing budget without a strategy to make it more efficient (and effective) by honing your communications by taking the steps outline above is just increasing the speed of your downward spiral.

Be responsible, but be responsible in an intelligent way.

Stay focused.

--Charles

The Times They Are A Changin'

noreply@blogger.com (Charles Collie) — Tue, 20 Jan 2009 16:08:00 +0000

In his blogpost, We Are Actively Dismantling Your Trusted Marketing Strategies, Brian Massey explains that,

"The culture, the strategies, and the beliefs that your business has relied on for the past 20 years are being actively dismantled."

I think that in many ways Brian has it right. As we shift power away from the Boomer Generation that thrived on hype and mass marketing we find control of defining what a brand means largely in the hands of the "new" consumer. Enter the era of conversational marketing where the words humility, simplicity and authenticity rule.

The truly interesting thing about all this that Brian points out is that the parts still work, they just need to be put together in a different form.

"TV is not an effective way to communicate, video is."

"Radio is not an effective way to communicate, the human voice is."

"Print is not an effective way to communicate, words and images are."

"Web sites are not an effective way to communicate, solving problems is."

All of this relates to my last post on listening first and always. Understand your audience (those that are important to you as well as those that are important to them) then say something powerful. They will do the rest.

As Shakespeare said, "To thine own self be true."

Be real,

--Charles

Listening is rare, but it's the key to Social Media

noreply@blogger.com (Charles Collie) — Fri, 02 Jan 2009 17:30:00 +0000

Recent research indicates that the average individual listens for only 17 seconds before interrupting and interjecting his/her own ideas.

In social media it usually works like this:

I see that there over 100 million people on Facebook, Bebo, Xing, LinkedIn, Plaxo, Twitter etc., etc., etc. I think, "Wow, I need to get involved. Maybe something good could happen for me." I register, fill out my profile and then start connecting with everyone I know and a bunch of people I barely know or would like to know. I join some groups and ask everyone to connect with me. I spend hours making comments, posting stuff, sending people cutesy flair, etc., etc., etc. It's interesting and even a little fun but nothing is really happening other than a bunch of my old girlfriends are trying to get in my friends list. Lots of talk and no real action (business-wise that is) Hmmm. Why am I not having any luck making something happen?

I think it's because you didn't spend time listening first.

Here's another scenario:

"Wow, I need to get involved..." You google social media and find some interesting articles that talk about the different reasons people get involved with social media. Some of them actually cause the hair on the back of your neck to stand up. But you now understand the type of people you want to be in touch with to accomplish something. In this case finding resources and networking for business opportunities. You decide to spend some time on each of the most popular social media sites and learn about the tools available for each. You search the groups and find several that seem to fit your interests. You take the time to read some of the posts and comments in the groups and decide on 3 that are great fits. By this time you realize that getting involved with all the social media sites you can find is impossible. But you can manage 2 or maybe 3. You find that there are ways to post once and have it show up on multiple sites. Efficiency is my friend you think. There's more to learn so you continue to monitor posts and follow links to learn more about the people that are saying what you're thinking. You contact a couple through e-mail and find that they are full of advice. You ask about results and listen extremely closely when you hear what some have been able to accomplish. Now its time to get involved... and maybe think about starting a business helping others accomplish their goals through social media... maybe even write a book about it... (that's what David Meerman Scott did).

Listen, Learn and Act,

--Charles

Shoe Thrown At Bush Sells Like Crazy

noreply@blogger.com (Charles Collie) — Mon, 22 Dec 2008 14:02:00 +0000

Wow, a marketing technique that got right past me: Get a reporter to throw something (how about a shoe) at an international leader (especially a very unpopular one like George Bush). Result? 300,000 orders for that type of shoe within a week of the attack. 4 times the amount of orders for the shoe since 1999.

http://www.bloomberg.com/apps/news?pid=20601085&sid=auI050ptHyPg&refer=europe

Without the internet, it's just news. Without social media, it's a slow build. Put them together and it's an international phenom.

Hmmm. I guess Nike will need to rethink sponsoring athletes. Would it be a conflict of interest for reporters to wear logos like NASCAR drivers? Ok, maybe I've taken this a little too far... or have I?

Marketing is no longer in the marketer's control.

Remember that.

--Charles

Dell makes $1 million from its Tweets

noreply@blogger.com (Charles Collie) — Tue, 16 Dec 2008 20:56:00 +0000

$1 million sounds like a lot but in comparison to Dell's annual sales it's not very much at all. Even so, it does show that as Twitter continues to become more and more popular with the mainstream, opportunities for businesses to monetize Twitter will also grow.

http://venturebeat.com/2008/12/15/twitter-has-made-dell-1-million-in-revenue/

So put on your brainstorming cap, sharpen your pencil and figure out how to make your own million using Twitter.

Keep on Twittering,

--Charles

Build a Ballpark and Your City Will Grow

noreply@blogger.com (Charles Collie) — Mon, 15 Dec 2008 14:36:00 +0000

I've always been a skeptic of the saying "build it and they will come" from the movie, "Field of Dreams." But it seems I may need to rethink things in light of new research from Wharton real estate professor Albert Saiz and Gerald A. Carlino of the Federal Reserve Bank of Philadelphia.

http://knowledge.wharton.upenn.edu/article.cfm?articleid=2110

They found that "American cities with consumer leisure opportunities that appealed to visitors were also able to attract additional new residents over the course of the 1990s, the decade they examined. On average, cities offering more leisure advantages -- like an attractive waterfront or museums -- gained an additional 2% in population over less attractive counterparts during this 10-year period; some "beautiful cities" like Boston and New York that didn't have the ability to add housing to meet increased demand instead saw a sharp increase in housing prices and rents."

Sounds like Richard Florida, author of the book, "The Rise of the Creative Class" just got some additional validation.

One caveat, though. The last time a civic improvement trend occurred was from the 1890's to the 1920's. The trend ended when it ran into the Great Depression. Will the trend of new ballparks and river walks end with the current recession? Maybe I won't have to rethink things after all.

In the end, cities with strong positive brands are the ones that will be best positioned for growth.

Be strong,

--Charles

Brands on Twitter... ban or embrace?

noreply@blogger.com (Charles Collie) — Fri, 12 Dec 2008 21:29:00 +0000

First, let me say that "I Love Mashable." OK, now that I've gotten that out of the way on with the blog post.

Social media is about conversations. As the title of Robert Scoble's book, "Naked Conversations" implies, transparency is a key to the effectiveness of social media. This article from Mashable makes the argument that people have relationships with people therefore brand only twitter sites are just plain wrong.

http://mashable.com/2008/12/12/twitter-brands/

I agree and disagree. I agree that having a human face to a brand makes a brand more real. However, I also believe you can have a relationship with a brand. See the New Coke story for example. Taste didn't matter, the relationship with what came to be known as classic Coke was so strong that Coke killed the better tasting product. Twitter brand sites need to be careful though. Cold, marketspeak on Twitter is just plain wrong. I don't say ban it, but just know you won't be successful if you don't have real conversations.

Be real,

--Charles

Branding Is About Better Decision Making

noreply@blogger.com (Charles Collie) — Tue, 09 Dec 2008 17:02:00 +0000

From conversations I've had recently, I've come to the conclusion that most people still believe that managing a business is very different than branding and marketing a business.

I disagree vehemently to this way of thinking. Management and Marketing are in a real way the same thing.

To manage a business you have to understand it. You have to organize it and make sure each piece is doing what it needs to do to reach goals that accomplish the company's mission.

On the other hand, to discover a company's brand you have to find the intersection of what prospects, customers, management, employees, alliances, vendors and all the other audiences want from or value in the company.

So if you first take the time to discover your brand, you'll be able to more clearly make decisions regarding how to organize your business correctly, which people to hire, what processes to put in place, which technology to purchase, what vendors to work with, etc., etc... and you'll also be a more efficient and effective marketer because you'll be focused on communicating what you do best that the customer values most.

To build a better business that can meet the current economic challenges start with your brand.

Stay Focused,

--Charles

How Sam Zell Killed The Tribune Co.

noreply@blogger.com (Charles Collie) — Tue, 09 Dec 2008 14:54:00 +0000

Article from Forbes on how Sam Zell saved and then killed the Tribune Co.

http://www.forbes.com/home/2008/12/08/tribune-zell-newspapers-biz-media-cz_sf_1208zell.html

It goes to show that knowing how to run one type of business doesn't always translate to being able to run all types of businesses. Zell treated the Tribune Co. like his real estate development business and loaded on debt. We all know the result that was announced yesterday - bankruptcy.

The lesson - know your business and be smart with your money. Zell thought he could buy the Tribune leveraged to the hilt, then sell the Cubs and pay down his debt. It may have worked, but he he couldn't sell it in time. Are you listening GM, Ford and Chrysler?

Be Wise,

--Charles

Does Brainstorming Help Innovation Occur?

noreply@blogger.com (Charles Collie) — Mon, 08 Dec 2008 14:44:00 +0000

Interesting article that concludes that individual "aha" moments come from group efforts. The article also finds that brainstorming is a waste, but more "systematic inventive thinking" produces more innovations.

http://www.iht.com/articles/2008/12/07/business/innovate.php

Even so, I still like the brainstorming process when it's focused. One of my favorite quotes is "don't let the facts get in the way of a great idea." Don't get me wrong. I'm a research guy, but there are times when "gut" wins out. For me, this is one of those gut things.

Be an innovator,

--Charles