AbuLLard's Articles: Brand U Docent Blog
Branding in Wonderland
When Alice fell down the rabbit hole, she found herself
in a confusing place where people talked in riddles, the context was confusing,
and the rules of the game changed constantly. Marketing today is not so very
different. We are all like the white rabbit today. We're late.
We're busy. Oh so busy these days. It's hard to get our attention. We don't have
time to distill information. We want it quick. We want it now! Guess what? Our
customers are just like us. They are busy too. They want what they want and they
want it now. It's hard to get their attention.
How do you cut through the noise and the busy-ness to get
their business? You have to give them what they want, not what you think they
want. You need to do that through an information channel they pay attention to.
Do they read traditional media? a mix of print and on-line? only what's
available on their cell phone? Do you have to get in front ofthem with a
PowerPoint or video?
What does this
mean when preparing marketing materials? You have to have images and messages
that work in whatever medium you choose whether printed, displayed, projected,
or spoken. They have to be clear enough that people grasp them immediately,
simple enough that people can repeat them, and interesting enough that people
To do this you need to be
systematic. Yikes! What does that mean? Read our recommendations,
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The Yin and Yang and Leadership
Recently we were asked to give a talk on the topic of
Leadership to the IABC (International Association of Business Communicators),
and we wondered how to present the issue of leadership to people who help other
How do we lead when we are often not in position of being
the “leader”? But as communicators, isn’t it our job to “lead” people to do the
right thing when it comes to communications? To help them express the right kind
of messages? To encourage them to present themselves in a manner appropriate for
themselves and their business?
After several discussions, we came up with the title for
this talk of the “Yin and Yang of Leadership.” Because leadership comes in many
forms and is continually changing. On the one side, there’s the image of a
leader in front of a crowd, an army, whatever… for me it’s the image Mel Gibson
shouting at a horde of blue faced men “Do you want to be free” and they throw
themselves into battle behind him. That’s the Yang kind of leadership. It is
frequently based on personality and charisma and there’s some kind of higher
cause to be followed.
In organizations we seldom have that driving force and
need another form of leadership, the Yin. This style of leadership is based on
presence, persuasion. It’s more a process of “herding” than leading a charge.
It’s an adaptive process of keeping a team on a path and moving forward while
dealing with obstacles and changes in your environment.
How does one do that and do it well? I like to think of leadership in terms
of the dance. Click here to see
the Brand Management Tango.
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Trademarks, Copyrights and Patents
The letter "O" in AbuLLard's ABC's stands for
Ownership. The success of your business can depend on how well you protect
your assets - both physical and intellectual. It's relatively easy to lock
up your office and equipment, but how do you protect your non-tangible
assets -- your ideas, your images, your inventions? This month we focus on
common legal protections for intellectual property: Trademarks, Copyrights,
Trademark protects titles, words, names, symbols, logos and designs that
are used to identify a business's goods (trademarks) or services (service
marks) that are used in commerce. As you work
to build your brand look for ways to use intellectual property, particularly
trademarks, to protect your brand identity. Building a brand can be time
consuming and expensive. It's worth protecting your investment with strong
Want to learn more about this subject with some help links?
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