I recently interviewed a woman affecting positive environmental changes through the process of branding. Branding -- as in, corporate branding done by corporate marketers? Yes, but we must understand how she defines branding first.
The 2012 Olympics are going to get hacked. We're about to see what happens when an irresistible force -- angry teched-up people linked by social media -- collides with an immovable object -- the corporatized branding colossus known as the International Olympic Committee.
I nearly shouted. "Everyone says the same things -- savvy, strategic, seasoned, results-oriented, hard-charging, self-motivated, blah blah blah. Adjectives aren't going to do it. You're going to have to tell your story."
Long gone are the days when an edgy new idea and a great product were married in a board room and posted on billboards and magazines weeks later for all to see them in the same issue of LIFE, TIME, Newsweek or People.
Ideas are wonderful things. But they need to be married to technology to come to life. The classic case is Leonardo da Vinci inventing the helicopter, but not having the internal combustion engine to drive it.
I'm sure you know the kind of business I'm talking about. It's that place that has an innovative or high-quality product or service, is cute and charming, is obviously run with love and passion, has lovely well-intentioned staff -- but just doesn't have its act together. Sound familiar?
After many inquires, much analysis, and contemplation, I thought I would highlight a few recurring points that keep resurfacing amongst friends and clients when asked about social media and the role it is now playing in our public relations and marketing campaigns.
Social media has created both an opportunity and dilemma for owners of brand mascots, those beloved animated personalities that have smiled back at us from print ads, billboards and TV commercials for decades.
Trademarks are becoming as common as commas, yet with a far greater impact than overused punctuation. While the legal lockdown of conversational language is progressing, the copyright law and rights are being thoroughly challenged.
With a purchasing power expected to reach an unprecedented $1.2 trillion dollars in 2012, and a population already surpassing 50 million, Hispanics perhaps our greatest hope for a sustained economic recovery.
We are in a moral crisis. Our collective trust has been broken and it is time for a values revolution. A moral renaissance, if you will, where how you're doing business is more important than what you're doing.
What would be my reason to use Pinterest? What does "success" look like for me? Simple enough: work -- whether it is a client who hires me temporarily to work on marketing strategy, or I am presented with an exceptional opportunity as a full-time employee.