Do you practice CCR?

Posted by John Park on Nov 10th, 2012
Nov 10

CCR are the core basics of branding anything.

CLARIFICATION: Clarify your business position, goals, core values, products, services, competitive advantages and target demographics.

CONSISTENCY: Be consistent with all your messaging, imagery and other front line marketing engagements.

REPETITION: Be seen and heard with the SAME over-and-over again.

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In Business, It Doesn’t Pay To Be Subtle.

Posted by John Park on Jan 4th, 2011
Jan 4

What do you do?  By looking at your logo, slogan, business card and your web site; I don’t have a clue.
Sure, I could spend more of my valuable time and engage my short Internet-driven attention span to dig further and ask more questions.  I just don’t feel like doing that today because there are others just like you within a mouse-click away.
You’re not a brand I recognize like Coca Cola, Microsoft or Toyota.  Oh yeah… you probably didn’t spend the millions they’ve spent to make sure I recognize their brand.
I have never heard of you but for some reason I have come across your business.
Why build a blank billboard?  Why be subtle?  Tell me what you do and tell me fast!

From Seth G: “On buying unmeasurable media”

Posted by John Park on Oct 28th, 2010
Oct 28

This is an especially well written piece from Seth.  Food for thought as you plan for 2011.

On buying unmeasurable media

Should you invest in TV, radio, billboards and other media where you can’t measure whether your ad works? Is an ad in New York magazine worth 1,000 times as much as a text link on Google? If you’re doing the comparison directly, that’s how much extra you’re paying if you’re only measuring direct web visits…

One school of thought is to measure everything. If you can’t measure it, don’t do it. This is the direct marketer method and there’s no doubt it can work.

There’s another thought, though: Most businesses (including your competitors) are afraid of big investments in unmeasurable media. Therefore, if you have the resources and the guts, it’s a home run waiting to be hit.

Ralph Lauren is a billion dollar brand. Totally unmeasurable. So are Revlon, LVMH, Donald Trump, Anderson Windows, Lady Gaga and hundreds of other mass market brands.

There are two things you should never do:

1)  Try to measure unmeasurable media and use that to make decisions. You’ll get it wrong. Sure, some sophisticated marketers get good hints from their measurements, but it’s still an art, not a science.

2)  Compromise on your investment. Small investments in unmeasurable media almost always fail. Go big or stay home.

And if you’re selling unmeasurable media? Don’t try to sell to people who are obsessed with measuring. You’ll waste your time and annoy the prospect at the same time.


Oct 12

milk mustache

If I see one more “Got Milk?” ripoff, I might very well lose it!
I was at the airport last week and sure enough a lady in front of me was wearing a shirt that said “Got Hog?”.  The shirt had a picture of a Harley Davidson motorcycle on it.  Never mind that Harley Davidson probably didn’t approve this shirt but it made me think about why a successful slogan should not be copied or ripped off.
When a brand or a slogan becomes wildly successful, it eventually becomes an identifier for what it is representing.  The slogan becomes inherently affiliated and it becomes one with the product.  If you can achieve this, you’ve succeeded as a marketer.
Every time we hear “Got Whatever?”, what we all first think about is milk.  In fact, we might even go far as to picture a milk commercial or a print ad.  The “whatever” that is being promoted becomes a secondary thought.  Why would you want your product to be a secondary thought?
So, my message… BE ORIGINAL and wipe that milk mustache off your face.

Until Next Time…

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The T-Mobile Dance… Just Really Fun to Watch!

Posted by John Park on Aug 18th, 2009
Aug 18

One of my clients passed this along to me and I just love it.  It’s another successfully produced viral business video.  The importance of this particular video is that T-Mobile has successfully connected their brand to the video.  It isn’t just funny or shocking, it actually supports the brand in a magical way–right down to the slogan.  See if you can count how many times they’ve managed to connect the brand to the actual video.  HINT:  How many people are holding a cell phone to their face?

Until Next Time…

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