There’s a segment out there for everyone. It’s YOU. It’s truthful, relevant, unique, and engaging

So, in this economy, instead of trying to bark louder than the big dogs, try something unique

Avis has a great twist on it…

Try harder at being YOU, and the rest should follow closely behind.

Food for thought…

Keep Cooking!
Andrew

Over the past several days I’ve been having conversations with my fellow Twitter-ers about the aspect of Corporate Social Media and its role in this new world of communications and brand extension. Many of them, as I, agree that the ease and accessibility of social media tools are making the conversations quicker, more direct and rewarding. But as soon as I started asking about corporate branding in social media, the conversations turned quite serious.

I asked a simple question to a select few that I thought would have the position and backgrounds to give honest, insightful answers.

“So, What’s your “position” on 3rd party twitterers? (i.e.- hiring someone to tweet & track on behalf of your company?) Ethical? No?“

The responses (35 in all) received from that question were pretty clear. In no uncertain terms would “posing” or “positioning” in social media be accepted. Transparency is key.

Microblogging professional, Mike Templeton‘s (on Twitter as @miketempleton & @microblink) answer was indicative of the overall tone of the mini-survey.

“…people like to know who it is. If you say you work for them (liaison), that’s ok”

And another social media stud, Andy Brudtkuhl, (on Twitter as @abrudtkuhl & @48web) says that “…as long as they maintain a consistent message…“ the ethics question should be a mute point.

So, with that, I want YOU to sound off. When you’re on FaceBook, YouTube, Twitter or any number of social media venues, do you expect real corporate/brand connections (i.e. – @Starbucks, or @TheHomeDepot) Are those actually Starbucks / Home Depot employees? Are they a marketing firm hired to “Brand” those companies into the social media stream? Heck, check out @DisneyWorld, @DisneyLand, and @Mickey_Mouse — I bet Walt and Mickey are curious about that, hum?

What is your position on Corporate Social Media? Are there issues that concern you about integrating brand (further) into our online conversations? How about ethics and transparency? Do companies have a greater responsibility for truth when utilizing these tools? More than Joe-surfer?

AND NOW, THE POLL RESULTS (poll ended 11/26/08):


Thank you all for taking part in the poll. Please check back for more!

Until next time…

Keep Cooking!
Andrew B. Clark
The Brand Chef

Steve Woodruff over at Sticky Figure recently posted the story of “A Boy and his Legos.” It’s a sweet, simple tale of a boy who, on his 7th birthday, receives a cool new box of Legos that, once assembled, is supposed to be one of those exciting and intricate “outer-space thingamajig’s.” But when the box was opened, the boy and his parents find that there are bags of precious blocks missing!

I can see it. In seconds, and with innocent passion and excitement, the birthday wrapping is obliterated with a flurry of glee and breathless expectation. The laminated and embossed photos on the box virtually promise of hours – if not a lifetime – of excitement and imaginative adventures in outer space. And emblazoned on the box, no smaller than 3” square, is the big, red, “Lego®” logo – promising quality, creativity and adventure for everyone. But as the box top is flung over the coffee table onto the sleeping dog, the contents – or lack thereof – holds nothing but disappointment.

What a heartbreaking experience.

So, say you’re the parents of that little boy. What do you do?

1) Apologize to your sobbing son and chalk it up to another flub of the commercial marketing machine.
2) Take the box back to Super-Mega Mart and hope they’ll take an opened box return?
3) Apologize (again) to your sobbing son and write a scathing post on your blog, Twitter and Plurk about the negative experience, comment on toy / consumer blogs and forums about how Lego’s piracy scarred your son and how he’ll never be an architect or fighter pilot because of the experience?!?
4) Create a consumer action group and file a class action lawsuit against Lego®?
5) Call Lego® and ask for replacement packets or a new box altogether?

Let’s say you work at Lego® and this problem confronts you. How do you handle it?

1) Ignore it. The box has shipped and there’s nothing you can do about it?
2) Provide the customer a claim ticket and refer them to Super-Mega Mart for return/replacement procedures?
3) Offer a discount on the purchase of a future Lego® product?
4) Offer a replacement package at cost, including shipping and handling?
5) Overnight the replacement box with additional Lego® swag and an apology letter addressed to the boy?

This is one situation where TRUE Branding (Truthful, Relevant, Unique, Engaging) is tested. Lego® has a simple choice to make. And that choice will be based on their policies, procedures, culture, mission and commitment to their customers… Their Brand.

What do you think happened? I can’t say, but trust me when I say that the story ends with everyone happy.

How does your brand react in a situation like this? Does the customer walk away satisfied? Or do they simply walk away?

Food for thought.

Thank you Steve (Follow him on Twitter @swoodruff) for letting me use this experience to make my point.

Until next time…
Keep Cooking!
Andrew B. Clark
– The Brand Chef

A week-or-so ago, I had a quick Twitter conversation with Terry Starbucker comparing play lists on our iPods. I asked him if what we had on our iPods helped to define our personal brands. Here’s the conversation (top down)…

In subsequent tweets I’ve seen by Terry mention artists such as Neil Diamond, Elton John, The Bee Gees as well as an overwhelming compilation of music trivia and general musicology.

So, what did this tell me about Terry’s personal brand?

He has a propensity for lightheartedness and is a complete nerd (Yoda-speak?). He’s open, caring and sentimental (Doris Day). He’s passionate (AC/DC to Elton John). He grew up listening to the best FM radio the 1970’s could offer (Neil Diamond, Bee Gees). And finally, he has a thirst for knowledge and sharing knowledge with ANYONE that will participate.

Does his iPod reflect his personal brand? Yes. And if you read his blog or followed him on Twitter, you’d agree. (I’ve GOT to meet this guy face-to-face!)

So, with that, I’ve taken a closer look at my own iPod. Just how would it define my personal brand?

Here’s what I found…

From a content standpoint, you’ll find everything from Mozart, Vivaldi and Rachmaninoff to Jimi Hendrix, The Band, and Led Zeppelin. Heck, I even have some Plain White Tees and Gnarls Barkley thrown in there. On any given rotation you may hear Jimmy Durante’s “Make Someone Happy” and have it followed up by Steve Vai (as with my trip into work this AM).

What can this tell me about my personal brand? Diversified? Flexible? How about Creative? Open-Minded?

One thing that really stood out was the balance of “rockin’, driving, pulse-pushing songs” to the more “serene, cerebral and melodic tunes” tallied up at about 3 to 1 in favor of the melodic. Meaning?!? Sensitive? Reflective? Moody? Emotional? Sure… I could see that. How about Cerebral? Intelligent? Maybe.

Now, my iPod is organized. I mean ridiculously organized. I have broken down 7,875 songs into play lists by Genre, by Date, and then I have those broken down by Artist (starting with 4 Non Blondes and Adam Ant and rolling through Nirvana, No Doubt and Nora Jones to Yanni, Yes, and Yo-Yo Ma). I’ve also begun to break them down in order of preference (by # of stars), but I’m finding that hard because from day-to-day my opinion of a song or artist changes… (e.g. Andrew Lloyd Webber has good and bad days, but The Beatles will always be 4-stars).

So, how does this define my personal brand? Organized? Detail-Oriented? Methodical?

What do you think? Have I defined (at least a snapshot of) my personal brand? For those that know me personally, did I hit the nail on the head? For those that know me professionally, how did I do? In all actuality, I’m a Schizophrenic with OCD! (Or something very close)

Take a look at your iPod/Mp3 player. I think you’ll be surprised with how well it defines YOUR personal brand. Tell us all how your iPod defines you.

Better yet, if your company had a play list, who would we find on it? Howard Jones? Melissa Etheridge? Or something closer to Frank Zappa?

Thanks, Terry, for letting me pick on you.

Until next time –

Keep Cooking!
Andrew B. Clark
– The Brand Chef

Yoda Image Credit: SwordChucksYo

A slow, steady simmer will always result better, infused flavor and richness over thrusting your meal into a white-hot, roaring flame (think 5-star restaurant vs. campfire jamboree).

The same theory applies to your marketing program. If your marketing budget goes up in smoke because you tried to “sear” the message all in one, white-hot burst, you’ll have nothing to build from. Turn the flame down. Add flavor… Slowly. Add spice… Logically. Make it something they’re going to crave. Make it something they’re going to savor. And make it something that they’ll come back for, because they can’t get it anywhere else.

Your marketing program, like a good recipe, requires methodical patience and originality. Treat your audience like they’ve never heard of you before. Introduce yourself – your brand – your flavor. Introduce your product/service. Then do it again… and again… and again, folding in unique flavors until they understand and take action. But do it slowly or you’re bound to get burned.

Food for thought…

Keep Cooking!
Andrew B. Clark
The Brand Chef