TRonMarketing

September 6, 2008

Where were the experts for Sarah Palin???

Filed under: BRANDS,personal brand,Public Relations,SEO/PPC,Social Media — Tony @ 5:02 pm
Sarah Pallin Republican VP

Sarah Palin Republican VP

The essentials for getting onto the  world stage  and being prepared online is beautifully illustrated by  the story  of the Republican VP mate for John McCain namely the chosen Republican VP Sarah Palin.

Why this stern warning?  Well Sarah Palin who  is a virtual unknown in political circles outside of her home state of Alaska, where she presides as Governor was recently chosen as John McCain’s running mate.  Here is the shocker  well apparently McCain’s running mate Sarah Palin does not own her own domain name   http://www.SarahPalin.com. What was she thinking when she neglected the online world and what were handlers thinking?   Someone is about to get rich.

PS:  Take a lesson. Before you launch yourself into the digital domain  as a business, a personal brand or a politician make sure you own your name or identity   on facebook, fliker, twitter etc.

Here is what I found be warned.

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September 4, 2008

Building a Personal Brand with Blogs and Resumes

A Blog is the new resume and blogging for any marketer is essential.  Clients want to know how you think. They really do-  so now with that trade secret exposed and cast into the wind lets have a look at what makes up the essentials of a good Blog ( Next week: Facebook, LinkedIn–I am there just search for Tony Russell… then there are  ways  that I will show to launch your profile by  using   flickr, YouTube etc)

Remember:

  • The blog is the new resume.  And that’s not a joke.
  • Starting a personal/professional blog can be your social media resume and sandbox.
  • If you work at a large organization,  ask and they will tell- you’re going to need  some corporate blogging guidelines. There are tons.
  • Remember a Blog is all about the audience  so write content to elicit conversation, not act as the voice of the BIG GUY/WOMAN telling people what’s right and wrong.
  • Once again remember its a conversation- find a  writing voice and editorial style and  stick to it – its your brand.
  • Pick your platform wisely.  “Google juice” is what its all about so choose wisely you don’t want to run into a situation where you’re on one platform (e.g. Blogger) and want to switch to another (e.g. WordPress.
  • The best way to get your blog audience to grow  is to follow the people you want following you. So keep a bookmark folder of your favorites. Study them. They are successful for a reason
  • Make sure you back link to your favorites when you copy their ideas and be honest.
  • Know what’s on your audience’s minds and follow the news and the trends. To grab an audience always try to hook your editorial with the day’s headlines.
  • If you need advice please contact me. I will continue this post theme next week
  • Good luck in building your personal brand.

September 3, 2008

Social Marketing hits the Democrats but Republicans more

Filed under: Marketing /Lifestyle,personal brand,Social Justice — Tony @ 11:14 pm

Jeremiah Owyang a  Snr Analyst at Forrester Research: Social Computing is one of my essential reads in the Blog universe. He is that mix of brainy and practical  which eludes most analysts.

His latest blog on the impact of social media  touches a topic that is close to my heart which is does Social Media skew  left or right?.  Or in my cousins terms does social media  skew  towards Barack Obama or John McCain. My thesis, which I should note is untested, is that by its very nature social media lends itself to Barack Obama as it opens up discussion and that favors the left. I figured it was a check mate.

Social media  is  still a goofy kids bike with safety wheels but it is a huge step forward.   Now I figured  the left or Barack Obama   had an open playing field.

I’m not so sure anymore.

Check out Jeremiah’s   observations on whether  Social Media Space tends to skew s Democratic and towards Barack Obama?

I think it does –  let me know what you think.

Read the article

August 21, 2008

YouTube a PR dream for Obama – a nightmare for John McCain

In PR land  if there was  to be a high noon between Obama and McCain the quickest shot would be Barack  Obama.  His public relations and marketing team is a class apart and very very quick on the draw.

Take as an example the the McCain interview with Politico in Las Cruces, N.M which is a nightmare  public relations moment for John McCain.   When asked how many houses he owned John McCain said   “I think — I’ll have my staff get to you”

Boom he was gone.

The correct answer is he owns at  least four houses , located in Arizona, California and Virginia and  Newsweek has  estimated with condo; etc he owns at least seven properties.

Now news is starting to surface that about the spending habits of the McCain’s.  Apparently (“Cindy McCain charged as much as $500,000 in a single month on one American Express card and $250,000 on another”)

All  this against the backdrop that apparently McCain’s passion is “wasteful spending “.

As a Canadian with little understanding of American politics how can someone oversee the housing crisis when he doesn’t have any day-to-day concerns about his own mortgage? Or mortgages, as the case may be? How can this person set tax rates for the middle class? All of that is implied, I suppose…

Go figure…

Brothers and sisters in PR … make sure you .. very  quickly – YouTube:

This was posted in less than 2 hrs  after the story broke. Obama’s  team is fast.

Barack Obama’s team gets it.

August 13, 2008

6 essential naming tips


BRANDS AND NAMING

Naming is an art that all of us have tried to figure out. It’s a brand strategist’s nightmare. When it comes to choosing a name  we all want to know what works best – should the name be literal, evocative, new, or a historical allusion?

As I said naming is art, craft and magic. To find that perfect name learn from the past and use these 6 classical essential naming styles that will help you find that perfect name. (They all have a cost so beware!!)

Enjoy them and you’ll be on your way to winning the naming game.

Good Luck..

THE CLASSICAL 6 NAMING METHODS

  • DESCRIPTIVE
    Descriptive names describe a brand’s offering. Salesforce.com is a good one. Its straightforward and self descriptive. My tip is use a descriptive name when developing a suite of offerings under one larger brand or company name.
  • SUGGESTIVE
    Suggestive names imply a market position (or positioning attribute) Yakking away on your cell phone and online is absolutely evocative of twittering. Twitter gets my vote. The benefit of “suggestive naming” is that it allows one to be more evocative or emotional opportunities.
  • METAPHORICAL
    Now this is an odd one- hopefully you don’t choose something to obscure. When you use a metaphorical name what is happening is the brand is being directly compared to seemingly unrelated subjects. Jaguar wins my vote. When using metaphorical names, it’s a great way to imbue a car brand in this case Jaguar, for example, with the attributes of a jaguar that is full of grace and sophistication.
  • NEOLOGICAL
    Kodak gets my vote. It’s a new word and .why not create a new word? (PS just have a big budget to explain what its attributes are) Ps: One way to make this a success is to add morphemes—the smallest unit of language that carries meaning into the name.
  • HISTORICAL
    Historical names work best when the brand has a heritage allusion or reference. If your brand has equity in its heritage, use it but do it carefully. Historical characters have skeletons in the closet. Consider the name of the founder, or the first product ever launched. This method often has great “legs” and allows for meaning to be unpacked for years. Voyageur gets my vote- I can see the canoes with strong reliable finding a safe passage.
  • ARBITRARY
    Apple is an example of and arbitrary  brand  with developed distinct characteristics. Arbitrary brands take time and cost a lot of money and these names have almost nothing to do with the brand’s position in the market, nevertheless, people will make meaning of it by connecting your name with what the brand does . Arbitrary names are among the most legally defensible.

Good luck with your naming.. email if you have trouble. TR

April 8, 2008

Clinton vs Obama is Obama ahead ?

Filed under: Economy,personal brand,Public Relations,Social Justice — Tony @ 4:14 pm

The Gallup daily reports that the the democratic race seems to be widening between Barack Obama and Hillary Clinton. I love survey groups like the Gallup Poll . They get me thinking.
HAS HILLARY CLINTON LOST THE BATTLE – SHOULD SHE RETIRE?

April 1, 2008

Hillary Clinton, Rocky Balboa and Barak Obama

hvsb.jpg

Today Hillary Clinton compared herself to Rocky Balboa in that classic movie “ROCKY”. Addressing a meeting of the Pennsylvania AFL-CIO Tuesday, the former first lady and New York senator said she, like Rocky, wasn’t a quitter. She said “When it comes to finishing a fight, Rocky and I have a lot in common. I never quit.”

Two things really came home. Hilary Clinton knows at last that she is against the ropes and she is finally realigning the Hillary Clinton brand. It may be to late for brand alignment. But good luck Hillary. You know you are the underdog by comparing herself to Rocky Balboa. Here is my advice Hilary come out swinging but don’t go toe to  toe  as Rocky did . Thats a losing strategy. Be aggressive, align yourself quickly , set a new agenda and command the media.

This ding dong battle between Hilary Clinton and Barak Obama is a study in branding, Public Relations and marketing. Barak Obama has done very well. It seems Hillary Clinton has misread her audience and will potentially lose the race.

My advice rise up above the underdog and swing as a victor. Drop this underdog stuff.

March 22, 2008

Building a Personal Brand

Filed under: BRANDS,personal brand — Tony @ 2:19 pm

box1.jpgHow does one create a personal brand in the age of Google, Face Book and zillions of social networks. The key to growing and building you personal brand is like any form of branding, is all about authenticity.

And here is where we need the most help. I am putting together a toolbox for developing your “Personal Brand”. In it will be links to some of the best tools on Personal Branding.

Here is one. Recordings of “A Brand You World – 2007 Global Telesummit”. You may find a full description of each teleseminar and speaker through the categories on this blog: Teleseminars for Careerists, Teleseminars for Entrepreneurs, and Teleseminars for Talent Managers.

Have Fun and please add links that you found useful.

March 21, 2008

HAS HILLARY CLINTON’S BRAND ENDED?

Filed under: BRANDS,Marketing,personal brand — Tony @ 6:18 pm
Tags: ,

hillaryclinton.jpg

Hillary Clinton is instantly recognizable and has tons and tons of experience. But she is sliding. Imagine being her adviser. As any good brand strategist you would weight her brand equity against her performance.

What to do?. Do you bet the farm on her equity, hope for the best and plow in more money or do you change her path entirely and change her brand. You have nothing to lose Hillary your brand is not resonating. Seems to me Barack  Obama has resonated with the public.  Hillary take a few cues from him. Step out of it and redefine yourself. Remember what Cadillac did and how they changed their frumpy image?. They stepped out of the past and repositioned themselves and they won.
Unlike Seth Godin  who  in an article  “Sunk costs, quitting and the value of your brand” said you should quit. I believe  he got it wrong. You have equity in spades cash it in with  change.

Go for it.

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