Well I got my mojo back. I took the family to see Nickelback, the popular Canadian rock group, last Friday night and the “F-bombs” were flying. The crowd erupted in a veritable frenzy every time Chad Kroeger (lead singer and Laurie’s musical crush) spake the sacred word. Believe me, it was early and often.

There must be serious power in that word. I remember hearing it for the first time when I was about 4 years old. I asked my mother what it meant and she smacked me. Pretty powerful.

So I began to wonder how much more powerful some of the all time great communicators could have been with a few strategic “F-bombs”:

“The “F’n” British are coming!”
—Paul Revere

“Mr. Gorbachev, tear down this “F’n” wall!”
—President Ronald Reagan

“Speak softly and carry a big “F’n” stick; you will go far.”
—President Theodore Roosevelt

Okay. I don’t believe it would have made any of these moments any more historic. Nor does it make any movie more watchable (save maybe Die Hard: “Yippe-ki-yay Hanz!” doesn’t quite have the impact), any novel more readable, any rock star more famous, any stand-up comedian more funny, any golf shot fly straighter or any casual conversation more enjoyable.

So do all your friends and family a favor and remove the word from your repertoire. And if you just can’t seem to help yourself, call me and I’ll send mom over.

Cheers!

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.

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!

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!

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.

The times have rendered us completely impatient. Results can’t come fast enough. Change doesn’t happen quick enough. I remember way back in the late 80s, during the total quality revolution, when we needed “change agents” to overcome inertia and we operated in frozen fear of change. Fast forward 20 years…change is everything…just look at Madonna. In contrast, The Rolling Stones have changed very little (except getting sober, maybe).

Here’s my point in this diatribe of mixed metaphor…I fear the perceived need for change and magic silver bullets has everything to do with our lack of results. We need to commit to do a few, proven things consistently this coming year, like the Stones surely have done for the past 40 plus. I believe the results will follow.

In 2008, patience will still be a virtue. And magic bullets will still be for Lone Rangers.

High-yo Silver!

While Tommy may not define every lifestyle, I believe his is one of the true branding success stories of our time. Read Cigar Aficionado, June 2007. I wish I were a little more like Tommy.

Tommy is an innovator. He had the courage to persevere when others were blind to his vision. Today he has legions of brand loyalists and just as many wannabe imitators.

Tommy knows who he is. He was created to live a very specific life (an attainable yet aspirational life)—and even more than a life, an attitude.

Tommy is true to who he is. He doesn’t try to be more things to more people. Instead he continues to drill into his own life (always asking the question: What would Tommy want?) and take a niche market deeper into his experience.

In my mind Tommy defines “boutique” and has rightfully earned his station in a life “where the weekend never ends.”

Relax.

Jeff wore no mask. He built no walls. He put on no airs. He played no games. He was REAL.

I don’t recall when we met. We didn’t actually spend that much time together. Yet, I knew Jeff on a deeper level than some people I’ve been around my entire life and I find that compelling.

We spend a significant amount of time talking to our clients about building authentic (REAL) brands and yet we can often neglect our own personal brand.

In honor of our friend, be REAL. Time is fleeting.

Youth Horizons is an organization devoted to serving at-risk kids in and around Wichita. The Strategy Group made the decision in 1997 to come alongside this compelling organization by donating strategic and creative services. Check out their website here.

Should it be a company brochure? A simple business card? A portfolio? Should we include personal bios, show pictures of our welcoming office space and provide killer comps of our client work? What about a flash movie with thumping bass and smooth jazz licks? Been there. Done that.

Our decision. Communicate PASSION. Why? Because without it we’re nothing but a bunch of doorknobs—and we surely are not.

You won’t see our portfolio or clever bios delineating Jo’s favorite food (sushi) and happiest holiday (Halloween). Nor will you see artsy shots of our half-walled, smartly designed workspace.

We’re determined to communicate one thing and one thing only—passion. Passion for the finishing detail—the last 10 percent that truly differentiates. Passion for serving even the least among us with the same intentionality as the greatest. Passion for finding order amidst the chaos that allows us to pinpoint the strategic center of every client and project. Passion for building relationships with people who make us better than we can possibly be on our own.

Whether you’re a long-time friend or you’re completely unfamiliar with who we are and what we’re about, we hope you’ll find a few nuggets of wisdom, slices of humor and a different twist on the world of marketing and advertising.

So set your bookmarks, fire up your RSS readers and get ready for a webvolution. The Strategy Group blog is officially launched.