Are we looking the other way?

Thinking about corporate social responsibility in particular this week. And I wonder, are we looking the other way?
With all the focus on ROS, ROE, ROI....are we looking at things in reverse?

Sure, we need to find money to support change initiatives and do so sustainably. But who has REALLY ever changed behaviour because of their head, logic and the company's money. I think we are looking the wrong way....with all the focus on return.... we are missing the point.
It is good. It feels good. It helps. It makes others feel good.
And that feeling is what really drives sustained engagement and change.
Money shmoney. If people (who make up companies) believe and it is their hearts that are engaged, they will find a way to make it sustainable financially.

What do you think? Are these glasses too rosy?
photo credit, the very cute Derek (lilbuttz)

respect, the non-shiny kind

With all the business heroes, stars and mavens, it's easy to forget the other star performers.
Those who have little (at least to begin with).
Yet somehow, their children end up going to good schools and performing well at University. And perhaps they own their own home outright. Or they manage to pay the rent and eat well.
These are the people who I admire, who work 350 days in the year, making little, but little by little, and with clear goals and values - transforming their lives.

And they are successful. In their own way.

They show courage, positivity, hard work and a determined vision of what they would like to achieve. If they can come so far, perhaps we can learn from them and make that special project happen, achieve that raise or maybe, change our world.

respect.

photo credit: kdriese

nike brand glow more like a mirage!

Wonderment. Yesterday, whilst selling off goods and chattels at a local market I saw the power of the Nike brand.
In an endeavour to continue the re-use cycle of my MUCH loved running shoes, I threw them in to the mix of oddments as I laid my life on sale at a local market.
Despite their clear use, these shoes were snapped up with glee. In fact, by people who didn't even fit them!
I am happy my shoes will continue their life and am reminded of the long memory of consumers for strong brands, even with significantly reduced above the line advertising.
I wonder however if their more "engaged" consumers through a more integrated / engaging marketing strategy are actually more engaged than we all were with the message to 'just do it'?
What are your thoughts on Nike's marketing strategy?

image: www.sneakerfiles.com

What happens if the wheels fall off?

I am privileged to support some amazing businesses, getting involved in strategy stuff.

But sometimes it is the little details that make the wheels fall off.

It is also the little details that took up all of my time today whilst I was supposed to be working on insights to drive their business in the longer term.

So - I ask myself "What's the worst that can happen when the wheels fall off"? Is the immediate pain worth it to ensure that the long term direction is maintained?

How often do you get caught in the detail and crunch the time where you add most value? How can you change your behaviours to make sure you, and your client get the best result? Your thoughts?
flickr photo credit: Mags Tag's

blinded by focus

Focus is absolutely required to achieve, as many sayings, both cliched and powerful tell us. It makes intuitive sense, in fact, it just feels better when you can focus on one thing.

Yet recently I realised that absolute focus can cause absolute blindness to all other things. Ok, sometimes that proves useful (shaving might be one of those moments). But what if by focusing we miss better ways to do things along the way, a better idea or even a great big STOP sign?

What are you missing through focus? Have you taken a moment, even a minute, to pause, talk to others, think about something else or simply go for a walk? It's amazing the clarity a little unfocused time can give you.

Hurrah for holidays...

Flickr photo credit: Bracketing Life

Are brands better with less...and a little more skin?

Why is it that when I look at the media strategies for big brands I often feel as if they haven't gone beyond "what we've always done" + "the web". And when I speak to small to medium businesses they can go from one extreme to the other from innovative to old-fashioned, but never just thinking - ok, what TARP weights and frequency do I need to hit to have a high likelihood of success? And to impress our retail buyer?

Which makes me wonder - would big brands actually do better with less?

Smaller businesses feel the impact of their activities immediately, and therefore test and measure faster and with more direct customer feedback than some of the big brands. This is done with less time and dollars, forcing creativity.

One of the key differences is immediacy...having some skin.

They literally have skin in the game, unprotected by layers of budgets and departments for dispersal of impact.It is sense checking not just with sales dollars, but relevance to customers and impacts on perceptions at the same time.

So, would a big brand do better with less dollars, but more skin in the game?

There are many ways to make this happen, even when you work on some of the biggest brands!

• Make a case for a proportion of the promotional budget to be experimental - including allocated people time to support that experimentation!
• Figure out what skin is for you - is it spending an hour a week on the customer service lines, venturing into online conversations, hosting a customer party or walking the supermarket floor with your buyer?
  
• Is there a way you can do fast, small tests for promotional ideas - and keep them coming? Try giving free hot chocolates as people are waiting for public transport in the cold, negotiate directly with a friendly store manager to test some new point of sale...how can you test, now?

This is not suggesting strategic planning gets scrapped, it is about planning for flexibility and putting in place methods for low cost testing to increase the overall effectiveness of execution - and acting like it is your skin in the game.

Flickr photo credit: Brandon Schaefer

Personal brand and the pitch

I have been going through really interesting and useful training at the moment on building relationships. As part of this the conversation turned to personal brand.

Have you considered how your personal brand affects your ability to pitch and to manage your relationships (privately and professionally)?

Going beyond the obvious effects of a strong personal brand bringing higher levels of awareness and attraction for your brand, how does your brand translate in a pitch situation for example? Imagine if you decided that your personal brand essence was Presenter Extraordinaire and you delivered a lame deck of clip-art embellished Powerpoint slides.

Authenticity in personal branding is just as important in personal branding as it with organisational brands.

Without it, you cannot establish credibility and therefore Trust.

And without trust you can rarely access deeper levels of a relationship necessary to create long-term, result-generating relationships with clients. Nic from Six Degrees talks about building strong relationships built on a deeper understanding a client and their business for a pitch using a circle of 5 stages - compile information, connect, clarify needs, compel and complete.

The trust equation we talked through was one I have referred to previously:

Trust = credibility + reliability + relationship
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self-orientation

Trust enables you to increase the information you gain about the business and the key people involved through the compile and connect stage, making your understanding of both what they need and how they need it presented deeper and more accurate. The fundamental of great pitches!

If you think from a clients' perspective, rating your relationship on a scale from 0-10 on each of these...how would you perform? And how can you continue to integrate this useful measure of your relationship (and indirectly your personal brand), on an ongoing basis? Even better - do it with the client! What a great way to objectively discuss your relationship and show the client how important they are to you.

Measuring once tells you what is, measuring on an ongoing basis will help you shape what the relationship will be, hand in hand with the client.

Thanks Nic - fabulously practical and thoughtful tips.

For more information on personal branding, you can explore Dan Schawbel's Personal Branding Blog or read through Dr. Hubert Rampersad's article on Brand channel on Personal Branding. There is a lot of articles and blogs which discuss personal branding, some with more authenticity than others.

No time to read up? Try this: write one phrase that describes the essence of who you are and will be perceived. Mine for example is Curious Thinker. Then write your values (I aim for no more than 5 for the sake of clarity) that support this essence. You can also do it the other way around if this makes things easier for you. I recommend you leave it for a day / week and come back to it. Does it still resonate? If so, articulate some behaviours that support the values. For example, One of my values is challenging, the behaviour is questioning. It is these behaviours that will ultimately translate into you communicating your own brand with authenticity.

flickr photo credit: lucam