Blog

March 2012 - Page 2 of 3 - PS Insights

“HELP! MY BRAND’S BEEN HIJACKED!”

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Welcome to the blogosphere – get used to it. And get a policy in place to cooly respond to brand hijackers. It’s going to happen to you sooner or later – someone’s going to write something or post a video about your brand that won’t be under your control. It might be good or it might be bad but it won’t be yours. You’ve got to decide ahead of time how you’ll handle those situations. So start reading the stories about what other brands have done and start formulating a policy you can put in place BEFORE it happens. Be ready. Just as companies have long had customer service departments, today you need a digital publicity group.

BRAND LOYALTY

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It’s more elusive than ever. Who’s loyal to your brand? Why or why not? As new brands come into the marketplace people are more willing than ever to buy them and try them. They expect that the brand will perform. But the real question becomes what is that brand going to deliver beyond its mere function? If a brand tries to pre-empt your mojo, what are you going to do about it? Great brands fulfill bundles of benefits that cause consumer identification as well as brand love. Today more than ever that’s the stuff of brand loyalty.

EASY AND GOOD

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Good doesn’t have to be difficult. With St. Patrick’s Day approaching, a corned beef and cabbage + red potatoes dinner is about the easiest thing in the world to make. Just boil and enjoy (add the cabbage and potatoes into the mix toward the end). Delicious. What else do you do that is easy and good?

TAKE NOTE

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As a favor to a former student of Paul’s, we met a 20-something entrepreneur with a pretty good new product idea and a little financing. We gave her a half-hour of our time – and a lifetime of our experience. When she left, we both had the same reaction: “Good idea, but she’s not going to make it.” Why? Because for the entire half hour she never took a single note. We don’t care how smart a person is (or thinks they are); taking good notes is just good business.

REVISIONS

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People make revisions, they don’t make transformations. It’s like rearranging deck chairs on the Titanic. It looks like you’re doing something meaningful, but you’re missing the big picture. And at the end of the day you’ll drown in the minutia you’ve created.

GET BUSINESS BUY-IN

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Before you sell your customers, you’ve got to sell your company. Don’t ignore the value of internal positive feelings towards new work. Remember your employees are your partners and your first-level fans. Does everyone in your company love your new campaign? If so, they’ll be ambassadors. If not, find out why not. Then fix it to build the love and share the love.

BE THE JONESES

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    Be the Joneses. Keep up – and then accelerate. Always be aware of what your competition is doing and then be ready to do it yourself. As well as they do it or, better yet, do it better!

RANDOM ACTS OF KINDNESS

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We spend so much time rushing around and trying to get things done that we seldom pause to smell the roses or appreciate the people around us. Random acts of kindness are those little gestures that surprise, delight and make someone happy. Do one every day and we guarantee every time it will make you happy as well. What was the last random act of kindness that you performed?

MENTOR SOMEONE

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Find someone in your organization to mentor. The magic of mentoring is that it helps both people. The person you’re mentoring gets the benefits of your experience and expertise. And as a mentor you’ll find you have to articulate your own thinking – which more often than not will reinvigorate your attitude towards your work and your job. Your commitment to mentoring will make you as old as the youngest person on your team.