Acceptance of Circumstances, Enjoying What You Do, keeping a balance, making time for things you value, marketing consultant, Passion

Carpe Dieming

I’m not yet ready to break out all my fall sweaters on this Friday before the long weekend — one that signals that summer will soon be on its way and we’ll need to dress for crisper, cooler air.  In keeping with my post headline and being a New Englander, I plan to savor the warm days and nights of summer and all the season brings for as long as I can.

However, this post and the motto that I live by warranted my modeling a favorite sweater of mine.  Thank you Banana Republic!

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I’m such a big fan of both the phrase (and the color orange :)) that I eagerly scoffed up sweaters for me and my twin, Audrey, with this phrase, and wore it to work on some casual Fridays to inspire my former marcom team.

Audrey and I love to say that we are “carpe dieming” and regularly encourage friends and family to do so, being two of six siblings who have known our share of health-related hardship — three of us have battled cancer and now deal with the long lasting impact of treatment, and two live with the day-to-day challenges of multiple sclerosis (MS). Through all the great energy they bring to both their personal and work lives, I witness all the time the great awareness the Snow family siblings have of the importance of seizing every day and living each day to its fullest. And, I see this sentiment repeated over and over in a sarcoma discussion group that I participate in — whether it be voiced by current cancer patients, cancer survivors, or their caregivers and loved ones.

Given the fact that Americans, and perhaps, individuals throughout a lot of the world, think of September as a time of new beginnings and opportunities, I thought this was the perfect time to update and publish this post that I had drafted, but then put aside, several weeks ago.

To me, carpe dieming means:

1) Not putting off until tomorrow, what you can, should, or want to do today — whether it’s fun- or work-related.

2) Taking action towards your goals TODAY — whether they be to eat right, exercise, have more fun, visit more with friends or relatives, start your own business, or launch a new project.

3) Finding good in, appreciating, and enjoying every day.

4) Participating in life’s simple pleasures and acknowledging that the best things in life are, indeed, free.

5) Not over-focusing on “saving for a rainy day” to the detriment of doing enjoyable things today.

I’d love to hear what Carpe Dieming means to you.  Regardless, I hope you’ll seize this long weekend and make it the best ever, and if you haven’t seen it, check out this tribute to Robin Williams related to the important message he shared with his students in “Dead Poets Society”.

 

 

 

 

 

 

 

 

brand promise, marketing consultant, Passion, sales, Target Marketing, traditional marketing

Haagen Dazs — Target Marketing at Its Best

Note: Since I wrote the piece below the video referenced has been removed from YouTube.

I loved it the first time I saw it and I don’t get tired of it. Despite all the confrontation in Haagen Dazs’ commercial for its Stracciatella gelato, I doubt there’s a woman out there who doesn’t find herself entranced by the extreme passion and romance played out in this commercial. It makes you think of the intense love of Romeo and Juliet, in Dr. Zhivago, or a Bryan Adams’ song, and that combined with the opportunity to be transported to Italy for a few minutes via the language and physical appearance of the actors, is the stuff of women’s dreams. Yes, you could argue that men yearn for great romance too, and some will be moved and prompted to take action after seeing this commercial too, but I feel comfortable in stating, firstly, that this commercial is primarily targeting women, and secondly, its emotional appeal WILL cause a rise in Stracciatella gelato sales. I know one target audience member who was prompted to buy and try some and I have to say I wasn’t disappointed in my purchase.  The gelato was as delicious as I expected to be, and I felt so luxurious just eating it.  It’s just plain creamy good. So, I’m giving Haagen Dazs double kudos — one for great target advertising and another for making sure that the product promoted in its advertising delivers!

Acceptance of Circumstances, Enjoying What You Do, keeping a balance, making time for things you value, marketing consultant, Passion

Attitude Truly Is Everything

While you’ve all heard my blog post heading said and written numerous times in numerous ways, I think it’s a message that bears regular repeating. It’s a timeless message relevant to everyone in every situation and in every century — your attitude can and will make or break you.

I was reminded of this late last week when a friend told me that as part of consideration for a newly created position — one that would initially require a lot of mundane, repetitive work, but that was expected to grow to a much more diverse, and challenging one — she had to submit her favorite quote. She submitted the following: “You can’t live a positive life with a negative mind” – Author Unknown. A perfect quote for my “Keep Up the Fight” page.

I do believe if you go into any situation — whether it be business-, social-, family-, or health-related focusing on the good — and if the good is not easily identifiable, hunting for it, you are more likely to be both successful and happy. I speak from experience as someone who has dealt with serious illness that if you look and give thanks for whatever silver lining you can related to the situation, such as the ability to help others dealing with the same illness, a greater appreciation of the simple things in life, the forcing of one to have more life balance, etc., you will fare better mentally and physically.

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The same holds true for any business situation. Thirty years of work experience has taught me that a positive attitude is infectious. If you are proposing or beginning a project with a strong belief that it will have positive outcomes, others will believe and approach the project with the same belief. This is one of the many things I love about being a consultant (and a leader, in general), and where I think consultants, regardless of their field of expertise, can really help. We aren’t battle-weary from internal and external politics and other challenges impacting a particular department or organization.

Consultants are like fresh troops who come into a situation with brand new ideas and eyes that bring renewed enthusiasm and energy to a situation because we believe that we can be effective and help lead individuals and teams of individuals to the best possible outcomes. If we didn’t believe that we wouldn’t do what we do for a living.

Belief that great results can be achieved and no challenge is insurmountable is a powerful thing. I’d love to hear how you’ve seen it work in your lives.

brand promise, community involvement, differentiation, marketing consultant, Memorability, Passion, public relations

Something Not to Forget When Executing Marketing Tactics — Memorability

An organization that knows how to create memorability related to both its brand and its marketing activities is going to give itself an immediate leg up against its competitors. You’ve all probably heard the expression that “there’s no such thing as bad publicity” because it creates brand awareness, which then may prompt sales or revenue growth. I’m not so sure I agree that it’s a good idea to create memorability through strictly negative associations or activities, but I do believe is that if you can create something memorable that’s positive about your brand and/or in your advertising, your organization is likely to benefit from a brand awareness perspective, at a minimum.

A couple of well-known and simple ways of creating memorability related to both your advertising and your brand are with a jingle, a mascot, or both.  I was reminded of this at last week’s Braintree Relay for Life event, sponsored by Frito Lay, and attended by their furry tiger mascot, “Chester Cheetah”, who is highly associated with Frito Lay’s Cheetos snacks.  He was one of the major attractions at the event for children of all ages, including me!

 

 

Gail with Frito 2

My last employer, BMC HealthNet Plan, has employed a mascot for years, “Sunny” (a big sun character who wears big black sunglasses) , to create good will and brand awareness.  Sunny has attended literally thousands of community events and children and adults alike flock to him.

As far as jingles go, we all must admit that there are certain ones that we find appealing and that just stick with us. We find ourselves humming or singing them in the shower or in the car or they run through our heads while we lie in bed at night — and I don’t mean songs recorded by artists that are used as advertising background music — I mean jingles that were created to be used repeatedly in conjunction with a brand’s advertising for many years, or just for a particular marketing campaign of a brand.  Here’s one of my favorites.

In addition to mascots and jingles that can be associated with a brand for years and years and continue to contribute to the brand’s success, another means of creating brand or marketing campaign memorability is through messaging and visuals/creative that evoke emotion.  And, it’s actually a good thing if a brand or its marketing tugs at your heartstrings a bit, as long as there is an accompanying positive message.  For example, an advertising campaign can focus on a personal challenge or societal problem, but then offer an inspirational solution or show non-stoppable people rising above that challenge or helping those less-fortunate.

So remember,  mascots, jingles, and emotional messages/creative that show something positive rising out of tough circumstances, can all create memorability for a brand or the particular products, programs, or services it promotes.  Despite the fact that lately it would appear that human beings just want to hide behind their hand-held devices and not interact with others, songs, likable and cute creatures, and emotional, but inspiring messages, all provide individuals with an opportunity to connect.  And, that’s probably even more valued now by consumers than it ever was.

 

brand promise, competitive advantage, differentiation, marketing consultant, Memorability, Passion, taglines

To Tag or Not to Tag?

Note: Since I wrote the piece below the video referenced has been removed from YouTube.

When creating new branding — whether it’s updating and refreshing an existing brand or a brand-new brand 🙂 — marketeers are always faced with the question that has plagued generations of marketing professionals:  whether or not to incorporate a tagline in an organization’s branding.

As with all life decisions and activities, there are pros and cons to incorporating a tagline. I have zero doubt that Nike would enjoy the strong reputation and revenues it has achieved without its “Just Do It” tagline. Who wouldn’t be inspired by or motivated to purchase a product associated with that message?  When I had to choose a company’s advertising to analyze in graduate school, I chose Nike because I found their messaging so likable and upbeat. How can you not like their ad messages and taglines that encourage everyone to be their best — regardless of their life status, their age, their gender, their athletic capabilities, or their love or skills for one sport over another?

I just listened to a video about why the ad agency that came up with Nike’s tagline — and yes, it’s so powerful and timeless  that it has now been in use for more than 25 years — and the gentleman who generated the phrase and proposed it for Nike’s advertising suggested it because he saw the power of it being able to unite a variety of proposed ads addressing diverse sports interests.  Nike is probably one of the best representatives  for a big “pro” of including taglines in branding.  A memorable and moving tagline can support interest in and pull together diverse program and product lines and provoke immediate recognition of  and positive emotion toward an advertiser.

On the “con” sign, the biggest challenge with a tagline, particularly if it’s part of a logo and/or associated with your larger corporate brand/identity versus an individual program or product is that it can weigh you down sometimes if it’s too limiting and really doesn’t apply to all your programs or services, if it doesn’t make sense to your target audience, or if target audiences simply don’t like or agree with it.  I think we’ve all read some taglines and said “what?” to ourselves. Those responsible for creating taglines need to be sure to think objectively and even consider testing their proposed tagline on their target audience to ensure effectiveness and appropriateness.

And, that leads me to Results’ tagline.  You’ll see I haven’t incorporated it officially into my branding or logo. As a new business, I’m still getting the “bugs” out of mine, and it varies slightly when I need to give my elevator pitch unexpectedly.  But, it goes something like this — “maximizing results through research-supported marketing activities”.  Yeah, it’s long, but I do believe it’s truly reflects Results’ philosophy that research should be conducted and/or considered before marketing implementing activities, and without a doubt, conducted during and after the activity is occurring. Learn more here.

You’ll see I love Jimmy Dean’s “Shine On” tagline and have included that in my “About Us” message because I find that tagline to be inspirational and believe others to do.

Not so much for a marketing decision or education purpose, but more just to inspire yourself today and in future days to step outside your comfort zone, take a few minutes to watch this Nike ad video.  Just Do It.

 

 

 

brand promise, competitive advantage, differentiation, Enjoying What You Do, good will creation, making time for things you value, marketing consultant, Passion

The Power of Passion

My Dad was a man of great passion. He gave his utmost attention and energies to whatever or whomever he loved.

While my wonderful father passed away in 2012, just after his 85th birthday, as I undertake leading and operating my own business, I know it is his success and love of entrepreneurship that has inspired me to do so. My dad, O.V., never ran from a challenge. In fact, he embraced them.  For most of his career,  he was employed in businesses of his own creation.  Using a small inheritance from an aunt, he started an office equipment business at 1019 Farmington Avenue in Bristol, Connecticut.  While its origins were those of a church, 1019 served for years, and continues to serve, as the home for my Dad’s ventures, including the real estate firm my father ran most of his life, his beloved O.V. Resources.

While my dad originally was involved in both residential and commercial real estate, owning and selling commercial properties was his true love — behind my mother, of course.  Because of his passion for this business, my dad grew his firm to be one of the most successful and most well-known commercial real estate firms in Connecticut.  Due to his kind and friendly nature, my dad acquired what my brother calls a circle of “followers”.  They still stop by to visit with one of  my brothers who assumed responsibility for leading O.V. Resources in 2012.

In keeping with having been in the navy and a lover of sailing his whole life, my Dad successfully navigated the choppy seas of tough economic times during his forty-plus years in business.  He valued his ability to operate his own business and serve other local businesses, and he somehow always found a way to keep the business afloat.  In fact, his innovation and never-give-up attitude caused the business to have, overall, a very successful history.

Like my dad, my two older brothers have brought great commitment to O.V. Resources.

 

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My Dad brought great passion to other interests beyond his family, his business and sailing and boating.  He loved  cars, and just being out in the fresh air doing yard work — hence, the photo above.

Because of my love of research and analytic work, executing communications and marketing plans based on findings, and my Dad’s never-give-up attitude and creativity, I plan to bring great passion, commitment, and empathy to all the clients I serve.  And, like O.V., I hope I will soon develop my own circle of followers who will come to me for advice, compassion, and camaraderie.

Thanks, Dad, and to my brothers for your inspiration!  I look forward to following in your footsteps.