I was doing some client billing the other day and stumbled across an email conversation between a client and Alan, one of our account executives. In short, the email volley pertained to the possibility of conflicting logos on a small brochure we were designing. The client told us to just do it and not worry about it. Alan’s response was direct, “Sorry, but that’s my job.”
We are brand gatekeepers. Without gatekeepers, brands crumble. Every single thing we do, every single thing we say and every single dollar we spend either builds equity in a brand or contributes to its dilution.
Right now we are witnessing the total annihilation of one of the world’s dominant brands. Make no mistake. Tiger Woods is not just a person. Tiger Woods is a brand. So I’m left to wonder, who was the gatekeeper of the Tiger Woods brand?
Sometimes our job is not easy. Sometimes we’re the bad guys. Sometimes “just do it” is just plain wrong. Wherever you go from this point forward Tiger, make certain you have an Alan in your life.
Cheers.
I just finished reading the memoir of David Foster, music producer extraordinaire. Laurie picked up the book because we’ve really enjoyed watching/listening to his PBS concert special (now in our disc library) “David Foster and Friends.” Even if you don’t recognize his name, you would most certainly recognize his music. Foster banged out hits with Whitney Houston, Celine Dion, Josh Groban, Michael Bublé, Chicago and Andrea Bocelli just to name a few.
Unfortunately, if the book were a record, it would have been dropped from most playlists…too many dropped names, too many dropped women—who, by the way, all dropped daughters, and too many dropped “F” bombs (commentary to follow shortly on people who drop too many “F” bombs).
There was this one pearl of wisdom though. Read the following excerpt. This made me—for the first time and likely the last—want to be just like Oprah and former President Bill Clinton.
…and I went off to be introduced to Oprah. I’m sure she knew absolutely nothing about me, but within seconds she made me feel as if I were the most fascinating man on the planet. (She and Bill Clinton have that gift in common. Most people are lost in a bottomless black hole of self-absorption, but people like Oprah and Bill make you feel as if you are the most important and fascinating person they’ve ever had the pleasure of meeting.) When I told Oprah that the Beatles had been one of my early influences, she wanted to know why, and she was dead serious about it. She wasn’t just going through the motions. And it reminded me of an old saying: “If you find yourself interesting, you’re a bore. But if you find me interesting you’re a genius.”
By the time we sat down to dinner, I knew Oprah was a genius and I was absolutely crazy about her.
“HITMAN - THE MEMOIR OF LEGENDARY MUSIC PRODUCER DAVID FOSTER”
We have a very dear friend who embodies this very principle and she’s positively uplifting to be around. Here’s to our friend Toni! May we all aspire to be more like you, Oprah and Buba. Cheers!
I sat in on a sales presentation earlier this week with one of our long-time clients. The presentation started very quickly (and to my thinking, very poorly) with an assault on the use of traditional advertising mediums…everyone DVRs all TV programs, everyone listens to satellite radio in their cars, all newspapers have gone or are on their way out of business, blah, blah, blah…subjective and irrelevant information designed to baffle.
The product this company is selling is very compelling on its own terms and along with our strategic use of traditional mediums can very likely be accretive to advancing our client’s business to a new level. All in the meeting recognized this fact.
So, here’s the thing…go sell your product based on its own merit, based on results, based on anecdotal information from real case studies. DO NOT INSULT your target audience by launching a truckload of scud missiles. (We all remember scud missiles from Iraq, right? Missiles with no intelligence and subsequently little to no impact.)
Sell based on intelligence! With a wealth of available resources, consumers are more intelligent now than at any time in the history of the world—always assume you’re dealing with smart people. One client remarked recently that he’s found his consumers to possess highly sensitive and highly active “BS Meters.” I can’t agree more.
Therefore, I’m declaring the days of being able to “baffle ‘em with BS” officially over.
Cheers!
A client introduces himself at a social event. He’s among doctors, lawyers and other respected professionals. He states his profession and can literally feel the other guests physically withdraw and look away—he’s been dismissed. There’s absolutely nothing objectionable about this man’s occupation; he owns a business in a critical financial market segment, his products and services add value to many lives and he likely earns a higher income than the family doc or the local attorney.
This gentleman’s problem is a communications issue—he didn’t communicate the big idea quickly and in a manner that won instant favor with his publics. We see this same issue all the time. Decisions today are made at the speed of light and first impressions have never been more critical. When you get the opportunity to tell your story, you have to compel your publics to engage.
elevator speech
A quick and compelling missive about your company, product or service wrapped tightly around one or two core messages and delivered within the time span of a short elevator ride.
As part of unearthing and building brand for a client, we fit the company tool belt with a very tightly constructed, on-brand elevator speech. This quick and compelling missive can be delivered in a social setting, but more importantly is used consistently with customers to help soften the point of entry and open dialog.
About now you’re thinking this is a no-brainer, so do me a favor. Go out into the bullpen and ask five employees to tell your company’s story in 30 seconds or less. I’ll wait. Okay, how many told the exact same story? How many were on-brand? How many got you excited? If your team responded like most, you’re probably feeling the need to start writing your elevator speech.
Start by writing two or three core messages that encompass the unique characteristics and key differentiation that inspire your company, product or service. Work to blend these core messages together to yield a simple, cohesive, tight and logical train of thought. Now add enough anecdotal flavor to make it conversational without diluting the message. And finally, practice your delivery. Use role playing and fun games to ingrain core messages and your brand new elevator speech up and down throughout the organization.
Build a great elevator speech and you’ll keep others from looking down while you’re going up.
