About Jerry Fletcher

Jerry is the CEO of Z-axis Marketing, Inc. which he founded in 1990. He is an expert at business development and has changed the way the way new business is acquired and introduced on three continents. He is known to meet with clients in dining rooms and boardrooms. He stopped counting successful introductions of new products at 207.

Personal Brand Memorability

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Anna Liotta gave us a glimpse of her expertise in “Generational Codes.” It was obvious from the amount of information she conveyed in a limited time that the years she had devoted to studying and interpreting this phenomenon had not been in vain.

A wake-up call

The trouble is, she made me rethink Brand in terms of how the collection of cohorts now co-existing on this planet each think feel and believe about the most important element in marketing products, services, concepts and even individuals.

There is sufficient difference in how each of the groups she cites think and behave to suggest that they may deal with a complex notion like brand in distinctive ways. That is why I purchased her book, Unlocking Generational Codes this morning.

The generations in her terms:

  • Traditionalists, born from 1927 to 1945
  • Baby Boomers, born 1946 to 1964
  • Xers, born 1965 to 1977
  • Millenials (Gen Y), born 1978 to 1999
  • Globals (Gen Z) born 2000 to 2016

What makes them tick and what ticks them off (as she puts it)

Her analysis of how the generations differ, their codes, is broken down in these elements:

  1. Communication–the preferred style of communicating and interacting.
  2. Orientation—the way they view themselves in relation to other generations, people and the world.
  3. Discipline—how they interact with authoritarian figures
  4. Environment—the behavior they exhibit dealing with the environment including how they gather information, make decisions and relate to the world.
  5. Success—how they measure it. What drives them and gives meaning to their lives?

Comparison to a Millenial Daughter

Because she was born on the cusp between generation X and the Millenials my daughter displays attributes of each but generally falls into the Millenial category. Like an Xer she is very much an individual but she exhibits the Millenial trait of taking things to extremes becoming an Ironman, participating in ultra-running and swimming across Chesapeake Bay when there were small craft warnings.

When it comes to technology she can squeeze more out of a cell phone than I can comprehend. She would rather text than talk if it is a matter of data or a photo. The internet is, for her, a playground. But she doesn’t own a TV.

Her relationships stay strong regardless of distance due to the acceptance of digital connections. That crosses over to the business possibilities for her. She has gravitated to seats of power and because of acquaintances made in those positions enjoys entrée to extremely senior level options in both industry and government. She sees herself as both a nomad (Generation X) and a hero (Millenial).

The Deloitte Research presents another picture

The opening statement is:

Millenials are the most diverse cohort in US history

Black, Latino and Asian ethnic groups make up 44% or the Millenial cohort.  In the Baby boomer generation just 25% was non-white. The research shows that a more complete view of the dynamic consumer includes these factors:

  • The cost of education eats into discretionary funds.
  • People are getting married later or never
  • Home ownership is no longer a part of the American dream
  • There is a deepening divide between the top 20% of wage earners and the rest of the population
  • Millenials, overall are financially worse off than previous cohorts with a 34% decrease in their net worth since 1996.
  • Additional spending on experience-based categories is driven more by income than by age

The impact on Personal Brand

If you are in the top 20% of income (across all cohorts) you already have a brand. Your position in an organization, the reason you met someone, and where you made an acquaintance all contribute to their perception of you. Can you significantly add nuance to that perception? Of course. And if you are conversant with social media and offer a consistent image across the platforms you select you can easily build on what began on a positive note. Interestingly, you can limit your exposure on social media without adverse effect on your brand.

Not on top the income pyramid? You still need to be consistent across the social media spectrum. And, because you may have fewer first-hand meetings that build relationships with influencers you will have to strive to become known to them. How? Take the time to learn who they are and then follow them. Comment at some point and if they engage let them see the “real you.” Never pass up a chance to begin a conversation. And never overlook a direct or indirect request for more information that will put you in front of their “tribe.”

Personal brand is built one connection at a time. One gem of a connection plus another and another until you have a string of them…like a string of pearls.

And so it goes.


Jerry Fletcher is a sought-after International Speaker, a beBee ambassador, founder and Grand Poobah of www.BrandBrainTrust.com 

His consulting practice, founded in 1990, is known for Trust-based Brand development, Positioning and business development for independent professionals on and off-line.

Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com
DIY Training: www.ingomu.com

Formula for Creative Brand Marketing

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Some advertising wag once said:

“It ain’t creative unless it sells”

But most of us are standing here on the other side of that evaluation trying to come up with something creative that will sell our brand, product, concept or service. We need a way to figure out what will convince a large enough group of folks to lay down their cash so that we can make a profit.

Building a brand that sells

You can work all the magic of words and graphics on anything but when you bring them to bear on something with a real difference they become unstoppable. A truly unique product or service is much easier to position, promote and sell.

How do you make your concept unique? How do you develop it so it inherently has the differentiation that makes it saleable? What do you need to do to make your offering singular?

Here are three things you can do that will help you innovate:

  1. Act like a child

The sad truth is that our education, though not designed to do so, removes the marvelous questioning and experimentation that we have as primary behaviors when we are children. Do you recall losing track of time as you delved into some simple thing? Have you ever gone back to that ‘anything is possible” set of beliefs? Therein lies one of the most powerful tools available to you.

Experiment. Get your hands dirty playing with the possibilities. Try anything and everything, the less orthodox the better. Keep track of what you find out. The insights you reach could prove valuable.

2. Make new friends

Scientific studies tell us that we are most creative when we see connections across unrelated fields. People with different ideas and perspectives can help you see those connections, questions, problems and ideas.

Network in organizations or groups that are outside your “comfort zone” to gather distinctive new thoughts. Allow those new relationships to direct your reading. Ask the questions that challenge their status quo. Apply their answers to your view of the world. Find a way to merge the two. Test the new “common wisdom.”

3. Renew industry acquaintances

Take along look at the behavior of customers, suppliers and competitors to identify how they do things. Just because it has “always been done that way” doesn’t mean it must continue unchanged.

Borrow ideas from other industries. Try them on and think through how they could change your product or service and the industry in which your firm is doing business. Play out the “what if” scenario alone or with your partners. See what might happen form an operational and an income viewpoint.

We live in a time of disruption.

Join the party.

Apply Sir Richard Branson’s mantra:

A-B-C-D Always Be Connecting the Dots

Here are some what ifs that I’ve been thinking about which you may find stimulating:

Cosmetics

What if you could use DNA testing to develop formulations for foundation makeup for women that was healthy for their skin and offer it in tones that matched their complexion by race?

Commuting

What if you had AI driven vertical take off and landing one or two passenger vehicles which you sold as a subscription service. Think about pricing. Peak and off-peak utilization. Would suburbs expand or contract? How would you control traffic particularly altitude changes in the flow?

Distribution

What if you could find a way to replace trucks as the primary physical distribution vehicles. It wasn’t so long ago that the intermodal revolution swept this industry. That change brought about containers that could be moved on the high seas, via rail, air and finally via truck.

Initially, if you had drones to carry single truckloads you might operate at specific heights above the current freeway system. But what do you do about delivery at the destination. How would existing loading docks affect your transport design? Do you have operators either in each unit or at a distance or do you use AI?

And, so it goes


Jerry Fletcher is a sought-after International Speaker, a beBee ambassador, founder and Grand Poobah of www.BrandBrainTrust.com 

His consulting practice, founded in 1990, is known for Trust-based Brand development, Positioning and business development for independent professionals on and off-line.

Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com
DIY Training: www.ingomu.com

Brand is a Rainmaker

In times gone by, there were folks that hoped or believed they could get nature to relent and to turn cloudless skies into rain that would wash away a drought if only in one little part of the country.

Some seemed successful. Others, not so much.

Desire doesn’t change.

Each of us want there to be some sort of magic formula to bring new business to us without our having to work for it. We want the gods to smile on us. We’re willing to wear clothing we were wearing when we were successful before. That special tie comes out for the “big pitch.”  The unmatched socks get worn on purpose when we’re going for a new job interview. That railroad watch your Dad gave you gets wound up for the first time in years.  The rabbit’s foot key ring once again settles into your pocket.

The charm is your brand.

  • Sorcery doesn’t deliver potential clients. Staying true to your brand does.
  • Voodoo will not bring a customer to you. A brand that delivers will.
  • Alchemy doesn’t solve customer problems. You do and that is what your brand is based on.

You make the rain.

Although my blog appeared here each Saturday for the last month, I was half a world away from my office. I wrote those weekly comments on Brand before I left on a trans-Atlantic voyage followed by visits to Barcelona, Madrid and Washington, DC. I maintained my work with current clients (when I had internet connections). I wasn’t looking hard for new business. I was taking a vacation and meeting with some folks in person that I enjoyed from internet contacts. I thought I might be of assistance to some of them along the way. Turns out I will be.

Sometime when it rains, it pours.

As initially planned I was going to spend a few days sightseeing in Barcelona and return home. But then internet contacts in Madrid agreed to meet with me for lunch or coffee and so I extended my stay to take a high-speed train to Spain’s capital. Here’s what transpired:

  • I had coffee with the managing director of the largest speaker’s bureau serving Europe, Central and South America. He asked if he could add me to their database 10 minutes into our conversation.
  • I had lunch with the Spanish speaking former employee of a client based in Singapore. Later, because of her new coaching business I introduced her to the speaker’s bureau.
  • The founder of a social media service agreed to have coffee with me. I asked why things had “gone dark” after an initial burst of funding acquisition. He told me, in detail, and then proudly said that they had held the company together and it was now profitable. Then he asked for my consulting help in building the business in the USA.
  • I telephoned a client when I reached DC to find out how his knee surgery had gone. He asked me if I would take on an assignment for an association he is working with. I said, “Of course.”
  • A client “hip-dialed” me yesterday morning. We chatted briefly and then he asked me to meet with a consultant he knows. I agreed and the luncheon meeting is set.
  • This morning I got a message through the social media site that another member of group is as he put it “Looking for a professional speaker that may be interested in assisting to bring a virtual reality product to the market in North America.” We’ve agreed to talk about it.

You can’t control it, but you can influence it.

Just like you can’t control Brand, you can’t control the pace at which new business opportunities come to you. You can however, influence both.  You start by staying true to what you do. You stay honest and forthright. You decline when you have to but you always try to suggest someone else that might be able to help.

Most of all you build Trust. You do it in each conversation. You do it more in your actions.

I didn’t have to introduce Rosa to the speaker’s bureau, but I did.

I wasn’t calling a client about his knee surgery, I was calling a client that over the years has become a friend. Help him with the association? I’ll do that regardless of the fee.

Have lunch with a prospect when one of your best clients asks? Definitely. He knows the prospect will get honest answers and didn’t even think to ask.

Hear out a founder who has come through the valley and has emerged profitable? Accept an assignment? Done, in all humility.

Agree to talk to an engineer about becoming a “product ambassador?”  You bet, because I’m convinced that contact came about because of my conversation with the social media network founder in Madrid.

And, so it goes.


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Jerry Fletcher is a sought-after International Speaker, a beBee ambassador, founder and Grand Poobah of www.BrandBrainTrust.com 

His consulting practice, founded in 1990, is known for Trust-based Brand development, Positioning and business development for independent professionals on and off-line.

Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com
DIY Training: www.ingomu.com

Brand Name As Catch Phrase

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Catch Phrases Round 5

Over the last month I’ve talked about Catch phrases as Slogans, Taglines and Hooks. Each of them strive to make your company, product or service more memorable, differentiate it from the competition and give prospects a reason to buy.

What if your name was a catch phrase?

What if just saying your company, product or service name could trigger those positive attributes? What if the name you chose resonates with your ideal client or customer? What if you could rise to the top of your category just by mentioning the name?

It has been done. This kind of pragmatic name can help reduce marketing costs by explaining your offer or value right in the name. Here, in no order, are some examples across multiple categories:

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Diehard was introduced in 1967 after years of research and millions of dollars in development. It was and is America’s most innovative automotive battery — tested, proven and guaranteed to deliver across any circumstance.

What do you a call a language school in Cali, Columbia teaching English to small groups of Spanish speaking business executives:

Google apparently the name started as a joke about the amount of information the search engine could search, or a googol of information. (A googol is the number 1 followed by 100 zeros.) When founders Larry Page and Sergey Brin gave a presentation to an angel investor, they received a check made out to “Google.”

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This organization went through multiple names, several rounds of investment, buyouts, and management shifts that make “Game of Thrones” look like a stroll in the park to become the most ubiquitous payment platform in the world.

Founded in 1997 in California, this company began as a subscription-based provider of DVDs by mail. Today, with 148 Million paid subscribers from around the world, their primary business is streaming films and TV programs including some produced in-house. There is an apocryphal story that the founder decided to start Netflix after being fined $40 at a Blockbuster store for being late to return a copy of “Apollo 13.”

The name is a combination of the words “Net” from Internet and “Flix” is a shortened version of the word flicks – a synonym for movie.

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This example demonstrates the power of analogy and, if you follow trademark legal actions, how to end a high in the cannabis market. It hails from near Cincinnati, Ohio where I grew up, is privately held and was first sold to consumers in 1997.

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I nearly overlooked this example. When you stop in just about daily you tend to not see the logo. Anytime Fitness is a franchise health and fitness club founded in 2002 and headquartered in Woodbury, Minnesota. Each of their gym facilities are open 24 hours a day, 365 days out of the year.

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Before Apple resolved to call it ‘iPhone’, it considered ‘iPad’, ‘Telepod’, ‘Mobi’, and ‘Tripod’. Of course, iPad ended up being the name for Apple’s tablet PC, According to Ken Segall Advertisng lead at the time, “Apple considered calling the device ‘Telepod’ because it sounded like a futuristic twist to the word ‘telephone’.” ‘Mobi’ – a shortened version of the word ‘mobile’ was also considered.

The name ‘Tripod’ “did not win out but it did make a big impact on Apple’s original presentation and marketing for the iPhone. ‘Tripod’ stems from the iPhone being a combination phone + iPad + Internet communications device.”

You can name your company, product or service in a catchy way. Stay tuned as you begin to determine if supporters and potential buyers learn about it. Dial in to:

  • Words that describe the benefit
  • What investors call it
  • What clicks with users
  • How foreshortening and combining words get the point across
  • The understandable analogy
  • The power of a simple description
  • Keeping it simple

And so it goes


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Jerry Fletcher is a sought-after International Speaker, a beBee ambassador, founder and Grand Poobah of www.BrandBrainTrust.com 

His consulting practice, founded in 1990, is known for Trust-based Brand development, Positioning and business development for independent professionals on and off-line.

Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com
DIY Training: www.ingomu.com

Building Your Brand Catch Phrase

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Catch Phrases Round 4

To establish your brand, to build your business, you gotta be memorable. If people can’t remember your name or the business name they won’t buy. The best way to generate awareness varies by type of business, the number of employees and available promotional budget:

  • Solopreneurs, particularly independent professionals like consultants, and coaches must find away to become known on little or no budget. Usually, they establish themselves through networking and direct sales. Even when you get past 6 figures in income the promotional budget may be limited. The most successful tend to use 30-Second marketing techniques (whether I’ve trained them or not) to present themselves with a Hook.
  • Small businesses, whether they are product or service oriented, early on will probable also use networking and direct sales to build sales. When your company is building, moving from 3 to 5 people to 25 and more the advertising budget will be constrained. That’s true even if you are running a successful on-line business (Pay Per Click ain’t cheap!). Because you will, in all likelihood, have more media opportunities you’ll be able to position the company, product or service with a tagline.
  • Larger businesses, those that have reached the size where they have sales and marketing staff tend to rely more on advertising and direct sales to generate the cash flow necessary to keep the business humming. Because they usually offer more than one product or service it is necessary to separate the corporate identity from that of the products (or services) offered. If a product or service is promoted on its own, the Corporate logo and tagline may be included in any advertisement but given less emphasis than a slogan.

Familiar Slogans and taglines

MasterCard:

  • Slogan: “There are some things money can’t buy. For everything else, there’s MasterCard.”  Created in 1997 Used in a campaign that appeared in 98 countries in 46 languages. The first commercial ended with an observation describing the time shared by a father and son at a baseball game that became the
  • Tagline: “Priceless”

Dollar Shave Club:

  • Tagline: “Shave Time. Shave Money.” This direct marketed subscription razor service was started by two young men from Venice California with their own savings. It turned heads when it introed in 2012 with a YouTube Video (https://www.youtube.com/watch?v=ZUG9qYTJMsI&feature=youtu.be ) that went viral.

Today, that video has been viewed over 26 million times, the company has grown to over 1 million subscribers and was acquired by Unilever for $100 Billion in cash in 2016. Not bad for a five years work.

Nike:

  • Slogan “There Is No Finish Line”   Remember, a slogan is used by larger companies to differentiate products or services in a memorable way. This is the Nike slogan that has ben employed on a host of advertising campaigns starting in 1977. This unique message reflects what Nike is all about: the next challenge, and the one after that, and the one after that. It leads directly to the
  • Tagline “Just do it” is the better-known Nike message. “Just Do It” hovers over every product and event Nike creates or sponsors, and that’s exactly what makes it the company’s official tagline. It embodies a state of mind and encourages you to think that if you want to do it, just do it. That’s all it takes.

Hooks that work

Hooks are for little guys (& gals). Whether you are starting up or have reached a plateau in your business and feel you need to take it up a notch, 30-Second Marketing might be the solution.

It starts with a hook. Yes, you need to learn to Hold ‘em, Pitch ‘em and Close “em as well but start with a Hook. A hook is a short phrase that answers the question “What do you do.” Because it is part of a conversation it should not sound like a commercial. Later, you may adapt it and use it as a tagline but right now concentrate on making it memorable. Link it to the solution you provide for the problem for which 60 to 80 percent of your clients have engaged you.

Here are some tips to make your hook stand out from the crowd

  1. Use an analogy Here’s a recent example from my client files:

Larry Briggs is Leadership consultant. His response to “What do you do?” is Sticky Leadership. He described it in his speaker one-sheet like this:
Sticky Leadership is what comes after vision.
Sticky Leadership is what it takes to get to the next level.
Sticky Leadership is how you take the business you built one step higher.

Sticky Leadership is how successful entrepreneurs get their leadership to stick in the heads, hearts and actions of others.

2. Be specific

The world’s first consulting detective– Author Conan Doyle never claimed this for Sherlock. It is the hook offered by a screenwriter.

Contact Relationship Magician—One I’ve used when pursuing engagements in “Automagic Marketing.”

3. Keep it under 7 words

Imagineering—from the Disney organization. Short for imaginative engineering I’m told.

Defogger and Accelerator—For a management and leadership consultant and coach that brings clarity and speeds up processes.

I take the fear out of Queer—developed by a transgender speaker in a 30-Second Marketing Workshop. Think how powerful that is when directed to a meeting planner planning an “inclusive” event

Need help? Just about everyone does, particularly if you want folks to take action. Even if they remember you there is still the requirement to convince or persuade them to buy at least once if you are to be truly successful. Just call or e-mail.


Jerry Fletcher is a sought-after International Speaker, a beBee ambassador, founder and Grand Poobah of www.BrandBrainTrust.com 

His consulting practice, founded in 1990, is known for Trust-based Brand development, Positioning and business development for independent professionals on and off-line.

Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com
DIY Training: www.ingomu.com

Brand Slogans, Taglines and Hooks

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Catch Phrases, Round 3

Professional Brands are living breathing things. Logos are the visual representations, slogans, taglines and especially hooks are the verbal. Both formats grab consumers’ attention along with the name of the product or individual involved. At best, a slogan is simple to understand and remember. With luck it becomes a catch phrase they remember if nothing else from an ad or commercial.

What Makes a great slogan, tagline or hook?

  • It’s memorable.
  • It differentiates the brand.
  • It imparts positive feelings about the brand.

Slogan vs. Tagline

Although both “slogan” and “tagline” tend to be used interchangeably, they serve different purposes. 

A slogan often encompasses a company’s mission Slogans tend to be more serious, longer than taglines and, in my view, less catchy.

Taglines are often placed in proximity to the company’s logo on official advertisements, and are dedicated more specifically to brand awareness than slogans. A tagline is used to Position the product or company.

Independent professionals need a hook.

In fact, adhering to the precepts of 30-Second Marketing and finding a Hook, I believe will prove more rewarding. I recommend that it appear as part of a firm’s identity (as opposed to an ad slogan) — so it usually appears in conjunction with the firm’s name and logo.

Memorability is the reason for all three but the hook is the best option because it is intended to be delivered by principals of the firm in person and in media. If you’re an independent professional—a consultant, coach, financial planner, accountant, insurance agent, realtor, IT specialist (to name a few) this little tidbit is for you. A Hook answers the question, “What do you do?” it provides the essential component of a video introducing a firm’s founder or principal. It is a key element in all presentations and appears with the logo consistently.

A Hook is an invitation to a conversation rather than a commercial.

How you identify yourself in the first three seconds will determine whether or not you will be remembered. Prospects will hang all their knowledge of you going forward on your initial utterance. Memorable words will get you a place in their mind and possibly their heart.

The “hook” has been an integral part of 30-Second Marketing since I came up with it to replace that tired old “elevator speech”

The hook, by itself, can establish a Brand. Whichever kind of hook you select, it can do that job.

What are your choices?

,There are three that I know work. Each answers the question, “What do you do?” if you work in North America. They work, but are less comfortable, in other parts of the world.

  1. The Unforgettable Title
    This is a simple way to identify your expertise. Some examples:
  • Captain Crunch (A Certified Public Accountant)
  • Business Defogger (A top-notch Management Consultant)
  • Brand Poobah (A Professional Speaker –moi)
  1. The Beloved Benefit
    This one comes from knowing and understanding the desires of your target audience. It is specific about what you deliver for them in memorable language that comes from their vernacular. Examples:
  • “We remove the paperwork from clean water.” (A client company that is bringing digital approaches to water testing record keeping)
  • “We reboot employee mindsets to unleash their potential.” ( A client partnership that has developed, tested and guarantees their ability to help individuals find balance, eliminate stress and overcome addictions)
  • “We build websites that make rain.” (I used this one in the years that websites were key to new consulting engagements for me.)
  1. The Shock Style Connector
    Sometimes to stand out from the crowd you have to be a little shocking. This approach moves from shock to service and gains credibility along the way.
  • “I’m a Marketing Whore” (A possibility offered in a workshop by a woman who explained that she was looking for a job, had many years experience in multiple companies and had many “satisfied customers” along the way. She got a round of applause for her effort plus two job offers)
  • “I traffic in human flesh.” (An adoption attorney during a 30 Second Marketing workshop. She said it was the intro she used at cocktail parties to “break the ice.” It worked. Two workshop attendees asked for her help.)
  • “I’m a pick-pocket.” (A professional fund raiser who goes on to explain how he identifies donors and how to make them make charitable contributions. The non-profits that hire him never forget him and keep asking for his help)

Think about it.

None of those hooks take more than 3 seconds to set. None of them are easily released. None of them are easily associated with someone else once used.

Most importantly, when you are just wading in they give you memorability that might not come your way for years in any other way.

What is your instant Brand, your catch phrase?


Jerry Fletcher is a sought-after International Speaker, a beBee ambassador, founder and Grand Poobah of www.BrandBrainTrust.com 

His consulting practice, founded in 1990, is known for Trust-based Brand development, Positioning and business development for independent professionals on and off-line.

Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com
DIY Training: www.ingomu.com


Brand and Product Catch Phrases

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Catch phrases. Round 2

This round-up is dedicated to product catch phrases: Goodies like:

  • A diamond is forever
  • It takes a licking and keeps on ticking
  • Melts in your mouth, not in your hand
  • We try harder
  • Just do it

Do you remember when these were first used?

That’s a trick question as when they stopped being used is probably more important from the standpoint of their memorability for you.

A diamond is forever was first used in 1948 by DeBeers. It was developed by a copywriter at N. W. Ayer Advertising. But that was well after what would be considered a multi-media high content campaign had been going on since 1888. Back then, the major investors in the diamond mines realized that they had no alternative but to merge their interests into a single entity that would be powerful enough to control production and perpetuate the illusion of scarcity of diamonds. The instrument they created was called De Beers Consolidated Mines. De Beers continues to be the most successful syndicate of all time.

Ayer went to work on the account in 1938. The campaign included lush full color ads. Stories about movie stars stressed the size of diamonds that leading men presented to their loved ones. Fashion designers talked on radio programs about the “trend towards diamonds.” They even successfully suggested that De Beers have Queen Elizabeth visit the mines. Psychological testing, used right up to the present, continues to show that women consider diamonds a traditional and conspicuous signal of achievement, status and success…forever.

It takes a licking and keeps on ticking. I can still remember the distinctive voice of newscaster John Cameron Swayze intoning those words in black and white TV commercials from the 1950’s to the 70’s. That was after jewelers resisted carrying the watch because of its low 50 percent mark-up.  U.S. Time Co. decided to find different distribution setting up displays in drugstores, department stores, and cigar stands — with mechanical displays that dunked a ticking watch into water or banged it with a hammer.  Magazine ads stressed the product’s durability, shock resistance, and waterproofing.  By 1951, the company had produced almost 2 million, gaining an 18 percent share of the low-priced U.S. wristwatch market.

Swayze began his 20-year service as the Timex spokesperson when, in 1956 he was replaced as the Network news anchor by Huntley and Brinkley. He ended each spot which subjected a watch to some traumatic contrivance such as a whirling boat propeller or being run through the heavy wash cycle of a laundry machine with the words It takes a licking …

Melts in your mouth, not in your hand is the slogan and a brilliant positioning for M&Ms candies. They are named for their inventors and came about just before World War Two as a way to overcome how chocolate bars melted in summer heat before air-conditioning. They became a familiar part of C-rations during the war generating loyal customers by the millions.

It was one of the key examples of the art of positioning in the articles and later books authored by Trout & Reis who noted that the appeal was to Mom’s who were looking for a way to give their kids a candy snack that didn’t lead to chocolate spotted clothing.

We try harder comes is another example of positioning. It is one way to overcome the problem of having no significant difference from a competitor. At the dawn of the sixties, Hertz was first in rental cars. It was a clear choice. Avis, trailed far behind.

Robert C. Townsend was the president of Avis. During a briefing meeting at Doyle Dayne Bernbach (DDB) advertising he was grilled about the business. He was asked: “Do you have better cars, or more locations, or cheaper rates?” The answer was no to all three. But then Townsend said, “but we do try harder.”

DDB headlined an ad “Avis Is Only No. 2; We Try Harder” it was honest, honest and had an underdog’s fighting spirit. while painting Hertz as an uncaring, corporate behemoth.

Avis as the brave, plucky David taking on the slow, cumbersome Goliath worked. In 1962, Avis was not making a profit and had just an 11% market share. One year after the ad campaign launched, Avis was profitable. By 1966, Avis had 35% of the market.

Just do it is much more recent (1988). It is a trademark for Nike, based in my home town, Portland, Oregon.

According to the Center for Applied Research:

Nike’s “Just Do It” Advertising Campaign– According to Nike company lore, one of the most famous and easily recognized slogans in advertising history was coined at a 1988 meeting of Nike’s ad agency Wieden and Kennedy and a group of Nike employees. Dan Weiden, speaking admiringly of Nike’s can-do attitude, reportedly said, “You Nike guys, you just do it.” The rest, as they say, is (advertising) history.

Just Do It” was not only about sneakers. No longer content to be the choice running shoe of a few thousand marathoners and exercise nuts, Nike wanted to expand its operation to target every American, regardless of age, gender or physical-fitness level. “Just Do It” succeeded. By owning Nikes you were instantly a member of a desirable group. Nike eventually did not even bother to display the word “Nike” in commercials—the swoosh was ID enough.


And so it goes.

Jerry Fletcher is a sought-after International Speaker, a beBee ambassador, founder and Grand Poobah of www.BrandBrainTrust.com 

His consulting practice, founded in 1990, is known for Trust-based Brand development, Positioning and business development for independent professionals on and off-line.

Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com
DIY Training: www.ingomu.com

Brand Catch Phrases

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A catch phrase, according to Wikipedia “is a phrase or expression recognized by its repeated utterance. Such phrases often originate in popular culture and the arts. They typically spread through word of mouth and a variety of mass media… Some become the de facto or literal “trademark” or “signature” of the person or character with whom they originated.

Do you have a memorable catch phrase?

tAlthough catch phrases can occur within he context of radio or TV or Film or any public medium, they are noted for being repeated. Often they are heard multiple times in dramas, comedies or dramatic situations and become expected.

Here are just a few drawn from TV from the 1950’s to the present:

  • “Bazinga” Sheldon Cooper in The Big Bang Theory
  • “Danger Will Robinson” The Robot in Lost in Space
  • “Now cut that out” Jack Benny, The Jack Benny show
  • “Jane, you ignorant slut” Dan Akroyd to Jane Curtin Weekend Update / Saturday Night Live
  • “Make it so” Captain Jean Luc Picard in Star Trek The Next Generation

And so it goes.

I was looking for a way to end a comment on a social media blog and those words just leapt from my fingers on to the page.

So I used them again.

And again.

And yet again.

They became a kind of signature.

But today as I typed them on yet another comment I questioned where they had come from. I had used those words ending think pieces I publish here as well as under my “Different Slant” business observations and “Personal Notes” that deal with the subject of living in these troubled times.

What is the Genesis?

I asked myself where this catch phrase had come from. That question banged around in the little grey cells for a while and then I turned to Google.  I typed in “Quotes And So it Goes”

In seconds I knew the words “So it goes”

  • Are in the lyrics of a song by Billy Joel
  • Are in the Book of Pi when PI says, “And so it goes with God”
  • Are the title of Kurt Vonnegut’s Biography.

But most importantly the phrase “So it goes” was used continually in Vonnegut’s “Slaughterhouse Five” Most reviewers think it was Kurt’s way of punctuating death in this anti-war classic. Others say it is a common phrase heard in Irish households.

My words are an homage to Vonnegut…kinda.

The truth is It has been many years since I read Vonnegut. The phrase did not trigger his name or stories in my conscious computer. But, I figure the unconscious one must have been fired up.

He said, “So it goes.” I could have eliminated my use of “And” but somehow, for me, that seems right. Regardless, I tip my hat to a formidably funny but deep-thinking author that shifted a young man’s way of thinking a lot of years ago.

Do you have closing catch phrase that will stand the test of time like these?

  1. “Good night and good luck” Edward R. Murrow See it Now
  2. “Bon Appetit” Julia Child
  3. “Let’s be careful out there” Sgt Esterhaus Hill Street Bues
  4. “Good night John Boy” The Waltons
  5. “Say good night Gracie” (to which she responded “Good night Gracie”  George Burns The Burns & Allen Show
  6. “Your Fired!” Donald Trump The Apprentice
  7. “And that’s the way it is” Walter Cronkite CBS Evening News

If no less than Walter Cronkite could begin his close with “And” I reckon it’s good enough for me. I must go now. I’m fighting the urge to write a blog composed of noting but catch phrases.

“Resistance is futile”

“The truth is out there”

“Sock it to me!”

“I’ll be back”


.And so it goes…..

Jerry Fletcher is a sought-after International Speaker, a beBee ambassador, founder and Grand Poobah of www.BrandBrainTrust.com 

His consulting practice, founded in 1990, is known for Trust-based Brand development, Positioning and business development for independent professionals on and off-line.

Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com
DIY Training: www.ingomu.com

Brand and Passive Aggressive Prospects

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Today’s consumers are Passive/Aggressive.

  • 51% research brands via search engines.
  • 27% want brands to improve their knowledge and skills
  • 44% post an online review monthly

Globalwebindex uses those research results and others to claim that the “new consumer” is primarily engaged with on-line media to “find the brands and products that suit them.”

More touchpoints is just that.

Yes, there are more touchpoints on the way to a purchase. That has changed. But the assumption that on-line is pre-eminent is poppycock. Traditional media still plays a role. Their own data proves it:

  • 63% of consumers discover new brands without using search engines.
  • 73% don’t want brands to improve their knowledge and skill
  • 56% don’t post monthly reviews.

Consistency is key

When half of on-line adults block ads on their mobiles and desktops you need to be sure that the media they do see tells your story the same way every time. What does that mean? In simple terms your value proposition needs to be implemented in a recognizable, memorable way across all media. Simple ways you can do that:

  • Use the same logo in all media
  • Use the same key attribute benefit (both verbally and in video animation) across all materials you present to them
  • Personalize your approach based on why the client/consumer/patient wants your product/service
  • Use their language, not yours to describe what you deliver
  • In short: Go where the money is, sell what they want to buy and do it again.

B to C versus B to B Touchpoints

Awareness (A) Research(R) and Preference(P) are requiredin the context of any purchase journey, Business or Consumer. There is a difference. Here’s how it breaks down:

Consumer                            Both                                       Business

                                                Word of Mouth (A)

Traditional Ads (A)              Direct Marketing(A)          Trade shows(A)

Search(R)                              Website(R)                            Search(R)

Social Media(R)                    PR Mentions (R)                   Linked In(R)

Online Reviews(P)                                                              Testimonials(P)

E-Commerce                                                                         Direct sales

Products sell on line, services not so much

The difference is matter of Trust. Don’t get me wrong. Trust is required before a purchase in either category. The difference is in the object of trust. Usually in a consumer business the Trust is in the product. Business requires the buyer to get to trust with the seller—the person who is going to supply the service.

We could quibble about Software As A Service being more of a product sale but unless the provider is a major corporation it always comes down to building trust in the founder/developer/owner and her/his expertise in the industry.

Building Brand based on why

Whether you sell BtoB or BtoC you will be more successful if you understand why your customer needs your help. More importantly you’ll connect with more prospects if you voice their problem or concern that you solve in their language. Use their words and know what makes them consider your option.

The only way to get that knowledge is to go talk to potential clients/patients/customers and listen. I’m constantly amazed when an entrepreneur builds a product or develops a service without ever talking to the people that might buy it!

Listen to them. Write your value proposition based on what they have to say. Name your product or service in terms they might use particularly if you are cash strapped. Pay a professional to develop a logo that connects with your potential purchaser. Be sure it does by asking them. Pu your key benefit attribute out front so it is easily seen and understood. Stick with it across all the ways you can deliver a message on and off-line.


Jerry Fletcher is a sought-after International Speaker, a beBee ambassador, founder and Grand Poobah of www.BrandBrainTrust.com 

His consulting practice, founded in 1990, is known for Trust-based Brand development, Positioning and business development for independent professionals on and off-line.

Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com
DIY Training: www.ingomu.com

What Are the Key Words of Your Brand?

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That sounds simple enough but as my client Brent said over lunch, “Finding key words takes a lot of time and you’re still not certain they match up with your brand.

Search engines are dumb.

Type in a descriptor of what you are looking for.  For example, I’ll use “keynote.”

I mean a major presentation by a professional speaker at a meeting or conference. But that is not what Google served up. All I got initially was a lot of information about an Apple program. It took three pages before I found any item about a professional speaker!

Maybe not so dumb…

I changed the query to “Keynote speaker.” That yielded 62,800,000 possibilities and the first page was all about professional speakers and speakers bureaus.

I started looking at how to get really good key words because “keynote speaker” got a lot of possibilities. Way too many!

Key Words are competitive

As you minimize the competition for your key words you increase the possibility of your web page showing up on the first page of the search engine. That gets you up to 90% more views!

Popular search terms only make up a fraction of all searches performed on the web. In fact, keywords with very high search volumes could draw visitors to your site whose goals don’t match the content your page provides.

Long tail key words may be more valuable

This chart from MOZ shows how key words ranked outside the top ten provide over 80% of the searches.

Test and Reset.

Finding key words that match your brand is an iterative process. Trial and error can get you to a better place. I started with: “Keynote Speaker for Independent professionals”

That generated zero, zip, nada so I tried:

Keynote speaker for Consultants 77,100,000 results
Keynote speaker for Coaches       72,000,000 results
Keynote Speaker for entrepreneurs         20,100,000 results
Keynote speaker for solopreneurs           59,100 results

Get more specific.

Since I speak on multiple areas of business development essential to these kinds of businesses I next tried searching based on those possibilities. The results:

Brand Keynote speaker      30,300,000 results
Brand Keynote Speaker for entrepreneurs         9,550,000 results
Brand Keynote speaker for solopreneurs                        87,000 results Networking keynote speaker          11,700,000 results
Networking Keynote speaker for entrepreneurs 12,700,000 results Networking Keynote speaker for solopreneurs  97,500 results
CRM keynote speaker         801,000 results
CRM Keynote speaker for entrepreneurs           410,000 results
CRM Keynote speaker for solopreneurs            39,800 results
Brand keynote speaker for solopreneur consultants     204,000 results Networking Keynote speaker for solopreneur consultants 136,000 results CRM keynote speaker for solopreneur consultants       28,900 results

Focus

Deciding what to do is damned difficult. Trends say there is more interest in brand than networking and definitely more than in CRM. But, the smaller the niche you approach the easier it is to get high search rankings and hence bookings. It looks to me like I should put more emphasis on my speaking site on CRM or possibly crank up a new site.

What do you think?

Jerry Fletcher is a sought-after International Speaker, a beBee ambassador, founder and Grand Poobah of www.BrandBrainTrust.com 

His consulting practice, founded in 1990, is known for Trust-based Brand development, Positioning and business development for independent professionals on and off-line.

Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com
DIY Training: www.ingomu.com