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

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

I have some fellow bloggers (Angela and Mike) that are big… no… HUGE advocates for the use of advanced technology in the classroom. They counsel and coach educators, businesses, boards, parents and just about anyone that will listen on the advantages of learning through advanced technology – kind of like a “School 2.0.”

I read their blogs daily. I follow them on Twitter (@AngelaMaiers and @mikesansone). Basically, I (stalk) aspire to be like them – both personally and professionally. They have passion. They have a drive that is unmatched. And their commitment to furthering education and literacy has been nothing less than inspiring.

So… That’s pretty much where my appreciation of their efforts stopped… Until this morning.

For the last three weeks, my daughter’s 8th grade Wellness class at Carlisle Middle School has been working on PSAs for Alcohol abuse/education. They were given the opportunity to create a print ad, an outdoor display ad, or a 5 minute video for their PSA.

Now, of course, being a print designer at heart, I would have chosen the print ad or outdoor display – also because they just sounded easier. But, my daughter and her friends decided to grab gauntlet and throw it down… And boy did they… Madison revealed the video (also created into a DVD for the class) to our family this morning.

Check this out.

…cool huh? (beaming dad) I think they had fun…

So, why the huge hat tip to Angela and Mike? Because, along with Carlisle’s teachers and staff, they get it.

Education needs to keep up with technology and utilize the advancements that are available to students to create an acutely aware, well educated and technologically advanced society. This is our future.

Could I have done this when I was in 8th grade? Heck no. I could barely button my coat. But through people like Angela and Mike, and the staff at Carlisle, as well as other schools around the nation; our children have the potential to change the way the world communicates… thinks… interacts… lives.

I’m impressed with all of you and I just wanted to say “Thanks” and brag on my baby for a little bit…

God bless.

Keep cooking!
Andrew B. Clark
- The Brand Chef

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