Posted by Rahna on August 28, 2008 under Strategy | 
I had a discussion recently with someone from an advertising agency regarding choosing the accounts that one would or wouldn’t work on. The gentleman said, “I don’t think we can be picky about the work that comes to us.â€Â This agency does mostly on-line work, including websites, social media campaigns and on-line advertising campaigns. I explained that I chose not to work on the “sins†(tobacco, alchohol, gambling) or medical advertising. I have definitely lost business by choosing not to work on these various categories, but truly, my heart would not be in the work. It wouldn’t be fair to the Client, and frankly, I couldn’t do it.
The leader of this agency reminded me that I forgot about “Sex,†which it had not occurred to me to mention (given my recent trip to Las Vegas, how could I have forgotten?!). I suppose there is a lot of money to be made in on-line advertising of the flesh, but what this conversation reminded me of was this: There are so many different degrees of ethics.
I worked for Texaco, highlighting America’s love affair with the car in Havoline Motor Oil advertising. I suppose there are those who would not work for an oil company due to their environmental stance.Â
The question is this: Where does a marketer draw the line on having his values drive his business decisions? For me, the moral compass is ever-present. I got into huge arguments with my husband about why I wouldn’t advertise on Imus or Howard Stern, despite the great ratings. Did I miss out? Did I do the right thing by the shareholders?
What do you think?
Posted by Rahna on August 25, 2008 under Personal Branding, Strategy |
Who has the biggest personal brand in the US and arguably, the world, right now? Â
Michael Phelps. Â
This is not just the winningest Olympian of all time; this is a super brand. Â
How does this happen? Â
Clarity. Consistency.  Communication. Commitment. Â
Let’s break it down.Â
Clarity – Phelps knows what he is about. He is clear about his strengths, both physically and mentally. In various interviews over the past two weeks, he talked a lot about the tools he has and how he leverages those tools. At one point, he said, “I tried to use the tools that I have whenever I can. My big dolphin kick is one of those tools.†Â
At another time, he talked about how imagination helped him persevere. He imagined his victories, keeping them constantly in his mind and then translating that into physical reality. Â
Consistency – Phelps is consistent. He wins again and again. His work ethic helped him win in Athens and again in Beijing, consistently delivering his brand over and over again. Â
Communication – In a TV interview with Michael Phelps’s mother during NBC’s Olympic coverage, she talked about how Phelps wants to bring focus to the sport of swimming and how cognizant he is of his opportunities to raise that awareness. That shows that Phelps is expressing his brand on purpose. In interviews, he is consistent, humble, but very aware. They showed his schedule for a typical day in Beijing, which included press conferences in addition to practices and events. He is seeking out opportunities to express his brand to as wide an audience as possible. Â
Commitment – In a feature played during their broadcast, NBC discussed how Michael Phelps eats, sleeps, and swims. That’s it. I’m guessing that will now change considerably, but commitment got him all those shiny gold medals.Â
So what?Â
This raises the question: How are you expressing your brand? You may not have to wear goggles and a second skin swimsuit for you to express your brand but the principles remain the same. Find out what unique gift you have to share with the world. Work hard to perfect those skills and create opportunities to communicate that brand. What do you imagine for yourself or your brand? How are you bringing that mental image into physical being? Be committed to your brand and express your brand consistently in order to achieve Olympic results. Â
Posted by Rahna on August 21, 2008 under Personal Branding, Strategy |
Michael Phelps on a Corn Flakes box!? I love it.
He’s being unique, bold, different, going-left-when-everyone-else-has-gone-right, very un-Wheaties-like.
Michael Phelps on a Frosted Flakes box!? Many people don’t love it.
There is a tremendous uproar about what kind of statement Phelps is making, endorsing sugary cereals and such. This is a guy who consumes over 12,000 calories a day. It seems a little late for people to be arguing over this sponsorship when McDonalds is posting YouTube videos of Phelps ordering double cheeseburgers in Bejing!Â
I find it interesting to think about it from the perspective of the Frosted Flakes brand manager’s position…That guy just got promoted, I’m guessing. Frosted Flakes has sponsored the Little League World Series for several years and has been trying to tie themselves to fitness and kids wellness with various efforts. This is just the latest coup.
Congratulations, Kellogg’s, for finding a way to stay on strategy and capitalize on one of the world’s biggest brand names out there today.
Posted by Rahna on August 18, 2008 under Uncategorized |
I usually don’t slam a lot of negatives on this blog, but honestly, I just have to express my opinion about the McDonald’s chicken sandwich advertising during the Olympics. Ugh. The ads feature athletes announcing early a.m. times (5:30 am, 6 am, 6:30 am), the implication being that you need to get up early in the morning to reach perfection. The huuuuuuuge, implausible stretch that McDonalds makes is that this is when you need to get up in the morning to get their fabulous new chicken sandwich. Please.
I’m not a health nut by any stretch of the imagination, but even as an avid marketer, this commercial crosses the line of ethics. Having athletes make this endorsement, complete with ‘bite and smile’ shots, is so disappointing.  Â
Advertisers need to take ethical stands in the work they do, because (if you are anything like me), your work is a natural extension of your life. Choose wisely, because your work matters. It makes an impact in the world. Make sure it’s a positive impact.Â
Okay, I’ll get down off my soapbox now. I’m interested in what you think? Do you agree? Let me know.
Posted by Rahna on August 14, 2008 under Uncategorized |
Have you heard about ChaCha?  There is an 800 number you can call (800-2ChaCha) or text a message to 242242 to ask any web-searchable question and within minutes, they will send you a text message answer for free.  The call goes somewhere in Indiana, where the question is farmed out to a team of 10K people (“Guidesâ€) waiting for you to ask a question. Â
The Guides definitely have a sense of humor, too, as I know of some college kids who are asking outrageous questions like, “Who would win in a battle of superheroes?†or “Which would be better, to have nails instead of hair on your legs or have fire come out in your nose when you say the word “theâ€?† Â
I have not thought of any ridiculous questions to ask but I did find it helpful when I needed to quickly find the best subway train to take in order to get to a meeting in downtown NYC. Â How they are going to make money is still in development (deals with cell phone carriers, etc), but it will be interesting to see how it unfolds. Â Their intent is to keep it free of charge for consumers.Â
Let me know about your ChaCha experience. Â You can find out more about ChaCha-ing at ChaCha.com.
Posted by Rahna on August 11, 2008 under Personal Branding |
Kathy McAfee is the Marketing Motivator, a leadership and presentation coach whom I have had the privilege of knowing for nearly two years. Recently, I spoke with her about a new personal branding program I have been developing called Your Light. Your Potential. Following our conversation, she wrote a blog about it, which you can read at http://www.motivatedleader.com/8/resuscitating-your-work-force/Â
I’m really excited about this new program, Your Light. Your Potential. It’s about how to apply the principles of branding and marketing to your own career in order to help you reach your full potential. You can find out more about it at www.yourlightyourpotential.com Â
