Brand on Life Support

Congress blogThere is a brand, an important brand, that has approval ratings way down in the teens (even lower than cockroaches and traffic jams according to a US World study) … and maybe beyond hope.

Most Americans, sadly agree that the US Congress is floundering. And more so today. Dysfunctional, petty and seemingly incapable of achieving much of anything. There is a reason that ‘drain the swamp’ was a particularly popular campaign message in the recent Presidential election.

Even the victorious party that just swept into power cannot get a new health-care plan agreed … and after supposedly working on it for over seven years. Little hope for tax reform or the other so called campaign promises.

Certainly, ‘Congress’ is not a brand in the conventional sense. Tough to buy off the shelf or from a car dealership. But anytime you ask people for their support and more so their funds then you are judged no differently. Would you rather give your money to your senator or buy a new TV, or more to the point, pay your bills?

But what is most alarming is that young Americans who want careers where they ‘can make a difference in the world’ are not choosing politics. Even political science students, according to studies conducted by Rutgers and Harvard, favored ‘community service’ two-to-one over ‘politics’ as the means to achieve their goals. Similar sentiments were found among high school students also researched.

When smart, young folk are looking at career choices and see that what was once an honorable, admired profession is now more about finger-pointing than policy making, they look to other ways to help the world. Interestingly entrepreneurship, which would in the past be seen as the antithesis of political action, is to many seen as a better way to help.

Some polls do show favorability scores for one’s own elected Congress person, but even that is falling. Many see that when their successful candidate goes off to Washington they are caught up in a broken system where no one seems to be able to move the ball forward.

So what to do?

We all know that money is at play. The cost to compete and win as a Member of Congress is out of reach of many. ‘Influence’ money pops up all over Washington. Privacy is also a problem. Few want to face the brutal scrutiny of the Internet and media if all they end up with is a bad book deal.

Yes, you don’t have to be a Senator or Representative to play ‘inside the beltway’ game, but the smelly bad stuff trickles down hill. It has a way of collecting at all levels and gunking up everyone’s good intentions.

 So again what to do?

To be brutally honest I am not sure. It will obviously have to be a bipartisan coming together of some kind. Some incentive to work across the aisle. And it probably has a lot to do with finding and nurturing a new crop of capable leaders.

This is comprehensive ‘system’ reform, and we all know how long anything tied to the word ‘reform’ can take!

Is there something in our brand bag of tricks? Well, let’s see.

Thinking of Congress as a brand you could begin to offer up a new face, literally.

We will always give smart, young people a chance. Let’s identify and begin publicly rewarding and supporting the new faces of Congress who are making a positive and not just ‘politically driven’ difference. This is not and should not be partisan. This is all about strong, determined Senators, Congress men and women working for real change and not party or special interest favor.

So what about the money, I keep talking about?

Well, those rewarded should be funded by the growing class of wealthy private donors who pledge to give based on demonstrated honest, authentic change and not ideological mania.

Call it the Gabebufzuk Project (for Gates, Bezos, Buffet, and Zuckerberg). The wealthiest Americans will, by law set aside each year ten million dollars for the one person or team in Congress that makes the most difference for the American people and have it ratified by an online, national vote.

Overly simplistic. Pollyannaish maybe but at least it is a public attempt to right an arguably swamp-stuck ship. At this rate, if the perceptions and processes of Congress do not change it will become a brand of even older, more tired folk with less support and consequence. What then?

What say you?

 

 

 

 

 

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Hope or Fear. Where Brands Thrive or Die.

Screen Shot 2017-06-08 at 2.45.22 PMWall Street believes ‘greed’ and ‘fear’ drive financial markets. These two emotional states have also driven brand growth for decades. But something is changing, and one could argue that ‘greed’ is now best stated as ‘hope’, at least for branding purposes. Disregard this change at your peril.

Let’s break it down.

‘Fear’ is easy to understand. Consider brands for insurance, medicine, and security. Not the kind of products we think of first thing in the morning, or at all, if we can help it. We buy them when we fear the consequences of not doing so.

Insurance brands like Geico, Progressive, and Aflac, try to break through this lethargy with entertaining characters – lizards, ducks (and of course the omnipresent Flo) with ‘no-fuss-less-money’ approaches. They try to overcome disinterest without the heavy hand of fear. Then there is Allstate’s Mayhem campaign that hits you over the head with it. Literally.

Drug and medical brands also depend on the ‘fear and consequence’ mindset. Let’s not delve into irritable bowel syndrome and such, but you see how playing on fear works to drive these brands.

‘Greed’ on the other hand is all about the things we want. A whole lot more engaging. Luxury, shiny, creamy, gooey, exotic travel, exquisite perfumes. The list goes on. Stuff that excites, pleasures and feeds our self-indulgences and social image.

Qantas Airlines enjoys one of the best safety records in the world but rarely promotes it. Comfort, service, and destination are all better selling points than the scary safety notions. Car brands are notorious purveyors of greed. Sleek, sexy, fast. Volvo played the family safety card. Even though successful over the years, it has been difficult for them to also sell the performance and image of that owners seek.

If you understand where your brand competes in the ‘greed and fear’ contexts, you will know how to position, message and market it.

But as mentioned at the beginning, for the first time in maybe five decades, this I believe is changing and quite profoundly so.

Fear is still fear but greed is in many ways is much less in vogue. At one time it was quite aspirational to be wealthy and successful. Big car, big home, big career. You were to be congratulated, envied and even admired.

No so much today. Perspectives have changed. The rich are still rich and even richer. But the poor populations, the environment, and nature are all at higher risks and the stigma of power mongering and corruption among ‘elites’ the world over is now at a flash point. New terms like ‘clean the swamp’, ‘populist view’ and ‘purpose-driven’ marketing are emblematic of this.

I remember at one time being on the team to sell the new American Express Green Card campaign, ‘Membership has its privileges globally. It was very successful in the North America but not so internationally. To many cultures, only the ruling classes enjoyed privileges. I believe that North America has caught up with this now and again the idea of greed or excess so to speak is no longer PC.

So what do we do? Clearly, consumers still want their luxuries and pleasures and will buy brands in this context. But be careful.

If your brand is supported by those over 50, I’d say be as hedonistic as you want. But if your consumer base is under 40 and Millennial then I would rethink your Greed platform.

Folks under 40 have a greater sensitivity to the notion of greed partly because of the basic inequality or injustice issues, but also importantly because of uncertainty of the future and more so their future. Clearly fear has crept into greed. Some of this is real of course in terms of the health and safety of the world, but some of it is also from the daily flood of negative news. Between the 24/7 broadcast news and social digital media, we not only get all the negative world headlines (bad news sells) but we get on the spot, real time videos with the more scandalous zooming around the Internet at warp speed. So we not only hear the official news but also the supposedly ‘real’ backstory often from someones’ cell phone.

We hear and see way too much of the bad stuff, and it plays major havoc with our sensitivities and sense of well-being.

So here is my simple answer.

Let’s rethink ‘greed’ as ‘hope’ and if our brand needs to live in the ‘I want more’ space (formerly known as ‘greed’) be very careful how we moderate our message and present our brand. It’s not just about being better but being human. It’s not about isolated individuals but social fun and engagement. More authenticity. Less BS.

Bottom line. If you are building a brand in a ‘fear’ context, go at it full blast but if you favor the ‘greed’ context then at least think long a hard about moving into a ‘hope’ context where humanity and authenticity thrive.

We love this stuff at Rocket Branding.

What say you?

 

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Brand Bashing … The New Norm?

Screen Shot 2017-02-25 at 10.33.56 AMSaw this on Facebook, apparently reposted from TV celeb, Anthony Bourdain.

Asking myself have we moved into a new era of public ridicule? Is extreme disrespect a new norm?

Could anyone imagine a similar President Obama doll zooming around the Internet in his first month in office?

Yes, we all understand free speech and free markets. As distasteful as this is someone has the right to make, sell and promote this doll. (And here I am of course, unfortunately, furthering the image’s exposure). Every day there are similarly low posts all over the Internet.

“Hey did you see the one about Putin leading Trump around like a dog?”

So here is my question.

Regardless of your politics is this good for America?

Is it Ok to so personally and publicly attack the President of the United States in this manner? Are we now going to show our disagreement with someone’s view or preference by personally debasing them?

Certainly, Trump was the ‘against-all-odds’ nominee and his ‘plain speaking – call for change’ posture has been a lightning rod for the opposition’s wrath, but why does it have to be so childish and ugly?

This kind of thing has happens from time-to-time, but cooler heads usually prevail, and the discourse returns to a higher level. Not now. It appears that many of the loudest voices out there in Hollywood and the media are on such a tear against Trump and his policies that nothing is too crass or mean-spirited. And it doesn’t look like it is going to let up anytime soon.

And more to the point, many who oppose Trump and who would normally keep that on higher ground are relishing these barrages and pushing for more gutter sniping. SNL used to be funny now it’s just a Trump trashing show. CNN used to be balanced news now it’s a constant drumbeat on everything Trump bad, every day.

So is this extreme brand bashing going to become a normal tactic for politics? And if so, will it transfer to how we brand builders take on competitors? Wouldn’t be the first time. Regretfully it’s the outrageous, witless stuff that seems to fuel the social, digital marketing world in which we compete.

I guess, or at least I hope, that this style of brand marketing will not prevail and that we will all return to that place where we can disagree on ideas but agree on respectful and dignified behavior.

The world is always watching and judging. Right now they see this stuff and again regardless of their politics America just looks stupid and small.

I strongly recommend that brand builders do not ‘go gutter,’ not only because it brings your brand down, but it also weakens quality perceptions over time.

Remember the age-old truth. People don’t want to know what the other won’t do for them until they know what you will. A lesson well-learned by Hillary Clinton’s Campaign and apparently is still being learned by her rabid, party supporters who are just hell bent on bashing away.

What say you?

 

 

 

 

 

 

 

 

 

 

 

 

 

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The ’30 Rule’ Rules

Screen Shot 2017-01-31 at 4.44.53 PM30% support you and will, no matter what. 30% won’t and probably never will.

It’s the 30% in the middle that needs convincing. The other 10% never seem to matter.

In almost half a century of building branded businesses, I find this rule to be such a great tool. I don’t even know where it came from. Heck, perhaps I made it up.

There is no better example than in politics. And now we may even be seeing a whole new wrinkle in the ‘30 Rule’ with the new Trump White House. Barely two weeks into his Presidency and already it is clear that the word ‘support’ in this definition is inadequate.

Clearly, some 30% do strongly support what President Trump is trying to do. He is doing what he said he would do over the last 18 months. However, there is the other 30% who do not support him at all, indeed they seem to openly hate him at some level. The 30 in the middle clearly have a bit of both. Enough of the ‘middle’ voted for him to win but my guess is that many are just waiting to see what happens before they confirm more support or not.

Interestingly, I see similar phenomena in the upcoming Super Bowl. Typically fans will fall into the three buckets with varying degrees of fanaticism for or against their team, and yes there is passion, but again there seems to be an unusually high amount of angst among the 30% non-supporters especially for the favorite, New England Patriots. Seems you either like them or hate them a lot.

Apparently, the stronger and more dominant those are perceived to be, the more intensely the detractors dectract these days?

I saw the same in the UK last year with Brexit. Those for it were relatively quiet and were able to rally a greater percentage of the middle bucket than the opposition. The opposition though was much more angry and vitriolic … and remains vigilantly so.

So what does all this mean to brand ed businesses and rocketing them?

Two things.

Firstly, go ahead apply the ‘30 rule’ to your brand market. Yes, I know the specific percentages may change somewhat from brand to brand but think about the principle. You have a brand-building budget. What is the best way to apply it to encourage rocket growth?

A little bit for everyone – lovers, haters, middlers? Costly.
Go after non-supporters who are tending more towards haters today? Good luck with that.

Go after lovers? Hmm, don’t you already have them and especially now as the more the haters hate, the lovers support. Possible waste of money.

What then?

Well, how about identifying the potential lovers in the middle and pushing them further into your bucket? That is turning them from supporters to advocates? Thereby expanding the love bucket and hopefully, in doing so, increase brand purchases and frequency. And also importantly provide a bigger antidote to the negativity from the hater camp.

This leads to the second thought.

Beware your brand detractors.

In this new digital world, haters are more vocal and gather as ‘victims-in-arms.’ They can and will mount noisy and emotional campaigns to the middle folk. This can be nasty, personal and disrupting. Trump’s case again.

Of course the term ‘haters’ maybe a tad strong for those negative to your brand. They may just be ambivalent which could be a worse problem. The point remains the same, however. Unless you see the dire need to somehow offset the negative bucket, then we would suggest you aggressively focus on your brand lovers and particularly potential lovers in the middle.

Regarding Trump brand? Well, it is quite simple. His Presidency’s promises are his brand promises. He was elected on those promises and his expected ability to fulfill them. At this stage, if he succeeds in doing what he says he would do, especially with jobs and security, then all is good. If not then his non-supporters will become even more emboldened to hate just that much more.

I do have a final word for him though, and this gets to the heart of his America First position. He has certainly painted the picture of a need to ‘strengthen America again’ but in deference to the globalists, rather than stop there we suggest that he start making the point that a stronger America means a stronger world. Strength starts at home and spreads. If the US is weak then the world is weaker.

What say you?

We at Rocket Branding love this stuff.

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The America Party Brand?

Americ

 

Are the two preeminent political parties losing enough relevance that now a new party could actually emerge?

Unlikely is this cycle but what about the next?

History is full of new brands emerging out of the growing irrelevance of the incumbents … Fed Ex, Lexus/Kia/Hyundai, Home Depot, Visio, Starbucks and, of course, Apple (over IBM and Dell), to name a few.

 When leading brands, even icons, lose relevance the stage is set for a new one to rocket.

Is this possible in this political arena?

The ‘voter’ market is certainly not happy with their parties.

Voters have overwhelmingly lost confidence in either party ‘regulars’ to solve economic or national security problems. Words like ‘Washington’ and ‘Establishment Politician’ have about as much brand cache now as ‘Wall Street’ and ‘Fund Managers’. Accordingly, the newer so-called millennial voters appear less politically engaged with the parties. Getting a job, paying off loans is the daily reality and petty, mud-slinging politicians with their party cronies and self interests are just not on their radar.

It’s easy to see why the political outsiders, Trump, and Sanders have energized voters. They speak to a simplified, less corrupt and more action-orientated view of government. A view, which again is not entirely aligned with the party planks. This has attracted new interest and record voter turn out. Voters are not stupid, and if they realize that the party delegates and super delegates can easily subvert their votes, then their anger and frustration with their party will only intensify.

On the larger scale, our culture is also changing in subtle ways that will challenge the traditional party foundations and relevance going forward.

New voters are often less religious and to a degree less nationalistic. Global connectivity and the increasingly mixed races are creating much more sensitivity towards the world at large and a deep ‘dislike of the ‘isms’ … racism, classism, extremism, elitism and anything that smells of subversism.

And relevance is a problem for both parties.

The Republican Party has been lost for a decade. The Tea Party set the table for Mitt Romney to win the 2012 Election but he didn’t. Now he and his establishment conservatives are spearheading an anti-Trump movement and splitting the party. Whether Trump represents a compelling new Republican voice or voters are just regaling against the seemingly ineffectual ‘establishment’ Republicans, is an interesting debate. Either way, it’s a hard to see how the Republican Party can stop their relevance from continuing to erode across the broad spectrum of voters.

The Democrats aren’t in much better shape. President Obama offered a positive, unifying leadership, which many believe has, after two terms, achieved little beyond his attempts at legacy building. Of their two candidates for President, one is a proud socialist and probably unelectable and the other with FBI investigations and single digit honesty ratings is in many ways the poster child for what angers many about today’s politicians.

Further, it’s, at least, clear to me that as both parties have become such adversaries any opportunities for compromise and moderate outcomes are zero. The extremes seem to be the norm. But how many voters are not hard-liners? Many Republicans I speak to are fiscally conservative and defense-concerned but socially moderate even quite liberal on some topics. Likewise, many Democrats are strong on equality and progressive issues but are also becoming increasingly worried about the fiscal, national security fears and yes big government debt concerns.

Is it possible for a new party, say The America Party, to emerge from the ashes of the incumbents and represent the best of both … not the worst of both?

 Yes, I know parties like the Libertarians have made some impact but they have not succeeded to the main stage to date. Mostly I believe because they stand as a contrast to the others with fairly narrow platforms. And there is always a well of independents who just maybe waiting for The America Party.

If The America Party brand can represent a new and positive voice that appeals to the best of both parties, then why not? No one wants to fight against something. Always better to fight for something. Let us fight for America and without all the infighting, pettiness and old machine corruption and, of course, the ‘isms’.

 Yes, I know more parties create more problems. Look at Europe. And yes a one party system won’t work but we are just talking here, and maybe The America Party could be a remake or evolution of either party. ‘New and Improved’ so to speak.

Overly simplistic you say? Well maybe but in history the biggest ideas have typically come from the simplest of notions.

Whatever the solution, this writer believes that if these parties do not look up and out a bit, their brand will remain as irrelevant and uninspiring as they certainly have become today.

What say you brand wizards?


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Brand America. Bruised or Beaten?

Amercan Flag Map

 

America’s status at home and abroad is not at all clear. Is the America of the last century gone? The ‘global powerhouse’ done? The ‘American Dream’ over? Or just in a state of flux?

Dreary questions for sure. And yes we go through this every election cycle, but a lot of the mud flung on the walls by the PROTUS hopefuls is sticking. There are real concerns about America’s future across every demographic.

It’s absolutely astounding to me, that after a decade’s movement to moderate our culture (you know ‘everyone gets a prize’, ‘we need to sit with our enemies’, ‘share the wealth’, etc., etc.), the two earliest surging candidates, Sanders and Trump, are anything but moderate. Arguably they represent extremes on either side, and voters are turning out in record numbers to support them.

No question, anger at the seemingly dysfunctional government is driving this, and this isn’t new. Obama and the Democrats took over eight years ago with a kinder, happier mandate. Just two years later the Republican’s stormed back and won the senate as the ‘tea partiers’ pushed for dramatic change. Alas, not much happened to favor either agenda. The frustration grew.

Furthermore, today we have a world in deep doo doo. Global economies struggling, dire political and religious unrest, environmental decline, traditional cultures and ethnicities losing ground. And, closer to home, of course, adult children still at home. The list goes on. No matter your concern about the world and your life, it is a rather grim picture going forward.

So here’s the question or, at least, a question. What is the American ‘brand’ in all of this?

I see two factors – America’s role in the world and, the strongly philosophically, divided populace at home.

It’s possible that the first rules the second.

The world play is critical. The world has become a single marketplace where physical borders are less apparent. American Corporations aren’t necessarily American anymore but global entities with offices, plants and people working across time, space and currencies every second of the day. We may be upset with US companies moving facilities and jobs overseas but that’s how they have learned to compete in this highly leveraged and regulated world. And no one likes to talk about China’s influence on the global economy and our ridiculously high national debt.

No matter what your concerns, be they financial and personal security or cultural values, we need to look at the world to understand our future.

And on the personal level, the digital generations are now global. We communicate and share anywhere, anytime worldwide with a simple click or a touch. Our younger cultures are increasingly globally centric, connected and in many cases nationally ambivalent.

What the ‘baby boomers’ see as lost values the millennial sees as just the new norm.

Why even third world terrorist organizations recruit and terrorize anywhere they want via the World Wide Web.

The world is morphing into cultures beyond countries, and if America does not understand and succeed at the world level, it will not win on the home front…regardless of political doctrine.

So what happens to the Brand America? Can it remain the powerful symbol of a land and it’s people or does it have to change? Are we fierce, gun-toting, freedom fighters guarding our borders with our lives or are we open -minded individuals with a ‘cork -floating-on-the-ocean’ mentality? Or both?

As a traditionalist, I would rather not change but as a realist I believe we should deeply examine this question and find the right answer … and rather quickly.

One answer is to look into the emotional needs of the people. Americans of both parties are showing an angry reaction to their government and leaders.

Anger is not a good emotion to base a brand on. It usually does not last long. But what is behind anger can be useful. I believe in this case it is fear. People are worried about every aspect of their future and with arguably good cause. There is no good news or simple answers anywhere and leadership has been lacking.

So what do we do with this?

I would suggest that in a changing world with a deep fear of continuing to survive, the American Brand has to stand for two things to regain its power status in the world and continue to be the iconic, symbolic inspiration for its people.

The ‘brand’ has to be both TOUGH and FAIR.

 ‘Tough’ to compete and win on the world stage and ‘fair’ to optimize opportunity for all. It is extremely important that the world knows where we stand on key commercial or personal endeavors. We desperately need to take a hard line where we need to, but we’ll only gain respect and support, both domestically as well as abroad, if we are fair.

It’s quite simple. America has little trouble in the ‘tough’ department, but it does need to have precise positions and build its defenses to back them up.

The real breakthrough is in the ‘fair’ department. On the one level ‘lies, cronyism, lobbies, special interests’ all need to go. On another so do overreaching regulations and ‘PC’, controlling dictates like ‘the rich are bad’ and ‘everyone gets a prize’ and only certain ‘lives matter’. We all matter equally and can thrive equally if the game is fair.

If a new leader emerges who can execute on toughness and fairness and the American populace can see this happening, then I believe that Brand America for the next 50 years will shine through.

 What say you?

We love talking brands. Let us work with yours. www.rocketbranding.com.

 

 

 

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TRUMP! PRESIDENT??

TrumpSix years ago I predicted Obama would win over Romney, largely because he was a ‘brand’ and Romney was not.

Tonight, Donald Trump takes on 16 co-hopefuls for the GOP nomination on a Fox televised debate. Great theatre. Trump, a non-Washington candidate, is ahead in the polls so he will be center-stage, surrounded by a sea of typical, dark suited, red tied politicians, who will look and sound pretty much the same. No one looks or sounds like Trump.

Now I am not smart enough to predict that he will be the next POTUS, but I can say that he is for now the lead GOP and unless someone creates a news worthy, sound byte, moment like Reagans ‘there you go again’ to Carter and/or, of course, Trump does not get trumped on some issue, then the Trump ‘rocket’ will keep shooting up.

This, of course, has very little to do with substance and, like it or not, this is the new way.

Our digitized world is based on shock headlines and stunning images. Fresh, new relevant brands get media attention and win quickly.

Obama was such a brand. His name was unique and gained awareness quickly. His story was simple and relevant … first African American, educated, articulate with a promise of ‘better’.

Romney was not such a brand. He looked and sounded like the typical Washington politician and his story was not clear. Even his name had little brand cache.

Trump knows all this.

The political pundits have been salivating over the chance to pick apart Trump’s policies, but quite frankly he is way too media savvy to let them.

Trump is a media brand. Say the word Trump and just about everyone can see a picture of him and the picture isn’t bad for the times. This tough, independent, successful businessman wears a suit and leads. His name is on buildings. He has been the ‘boss’ star of his own popular TV show. He owns beauty contests and knows how to ‘play the stage’. My guess is that his aided awareness is over 80% in the US. He has been in the mass public eye probably more often than all other candidates combined.

Interestingly his unique brand persona is actually now working for him. Brand awareness is one thing but if an audience can feel a little pain for a candidate and relate to see his or her humanity then the brand relationship grows fast. Trump’s weird hair and bruff, straight-talk style, have not stopped him so far and now if nothing else it keeps the cameras on him and people curious.

And at the end of the day, a simple brand story survives. For the less politically engaged voters, the Trump brand can easily be seen as a regular guy taking on Washington and winning, as opposed to ‘more-of-the-same failed’ politicians. The political insiders and pundits, who marvel at polls and seeing a continually growing Trump candidacy, will change their sage comments from negative to positive real fast.

Now my intent here is not to support or even predict the winner. I am just commenting on how in this world of politics a candidate’s brand, or lack there of, is the new X factor in predicting success.

And if I was in the Hillary Clinton camp right now I would be quite concerned about her brand persona. No question she has brand awareness but what is her story other than her e-mail issues etc.? How is she relating…first female President? Maybe?

What do you think? Let’s kick it around. In a few hours we can sit back and enjoy the spectacle.

We are brand growth experts and love to help do so. Look us up at www.rocketbranding.com and lets chat.

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Branding Greece … Philotimo Under Fire

IMG_1578 copyA month in Greece has, not only afforded me a front row view of their ‘Crisis’, but also a rare opportunity to witness a unique culture cope with some of the toughest financial and indeed social decisions in modern times.

A financial crisis, to be sure, but also a classic Greek drama, played out on the world stage, as cultures and passions collide and a very proud race has a hard look at their future.

More than once I was asked, as a brand professional, what effect all this may have on the perceptions of Greece, as it relates to tourism. Without growing revenues from tourism, it’s very difficult to see how the Greek economy can ever rebound.

Being a visitor with perceptions from the news, it ‘s easy to conclude that this Crisis was not good for the Greek ‘brand’. Typically, economic instability and political unrest will scare tourists away and, more importantly, deter the tourism industry from references and investments.

Moreover, as you consume the news, it’s also easy to build a world-view of Greece as a crazy place where their newly elected government is scolding their EU partners and threatening the ‘Grexit’. This, after receiving some $300 billion bail out funds from them and demanding more, with even less austerity. Greece, with high public spending, lives beyond its means and now wants to continue that way with more funding from others.

Yes, the Hellenes, like no other race in history, will fight to preserve their way of life (generous pensions et al), but as most pundits agree they will have no other choice but to comply. This week’s referendum will certainly be telling.

However, after four weeks of getting to know the Greek people, I have quite another view on the Greek brand and what I believe they should do with it. In fact, I believe that the Crisis is a perfect context to rocket it.

Greeks love to talk and debate. Every day, often late into the night, I had the chance to hear the different views of simple villagers, urban professionals, students and, of course, taxi drivers.

Two things stood out for me.

Firstly, how calm and basically sanguine they were about the Crisis. Confronted with even more taxes, cuts and unemployment, one way or another, they believe that things will work out. Until this week, without the headlines, you may not even know there was a major crisis. They have preserved their lifestyle for centuries, against all odds and will confidently continue to do so.

Of course, this could be different as today’s deadline hits. But for now there is still positive optimism.

The second and certainly most profound thing I learnt is summed up in the Greek word philotimo. I will not attempt to translate it for you. The best scholars in the world have tried and failed. I will tell you that every Greek understands it instantly. It is a philosophy that suggests how to represent your self and conduct your life and it has within it all the right human qualities — honor, courage, respect, dignity, doing the right thing and more.

And, even though most understand that their bargaining power at the EU table might be weak, they have entrusted their new Government with philotimo (to do the right thing by them) and believe that the EU and the rest of the world will, in time, see that a Greece, the way it is, should remain that way.

Yes, Greeks will agree that their financial systems are broken, and that they are woefully lax on paying taxes and forcing their leaders to be accountable. But they are never going to be like a Germany or any other managed society. At this stage, they want a way to still have the means and freedom to nurture their families and homes without being judged by the commercial standards of others.

They would much rather grow their own fresh food and serve it to you at their restaurant than run a McDonald’s. They would much rather have their families nearby than moved overseas for work. They would much rather have their beautiful beaches, islands and mountains controlled by locals than faceless corporations or greedy oligarchs.

Yes, this may appear selfish but in an increasingly homogenized world, where chemicals and sugar are our main food ingredients and substance is losing to hype, there is a wonderful, refreshing authenticity to Greece, the people and their philotimo.

The world needs this haven. And if that means giving them a little financial slack to preserve it, then so be it. These people and their philotimo, to me, should be the heart of the Greek brand. The beautiful islands and beaches will always certainly attract travellers but it is the people, their passion and love of life that makes the experience remarkable and memorable.

Travellers the world over should come to share in and enjoy this genuine, refreshing Greek experience with its real lifestyle, natural vistas, history, people and passion.

An authentic experience in an increasingly unauthentic world.

Oh and while you are about it, make sure you stop by the road side café at the Isthmus of Corinth … the best, most juicy souvlakia anywhere. Opa!

PS. There is a terrific video on Philotimo …well worth seeing, www.youtube.com/watch?v=aXPJNDVfBgU

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A GROIN ANOMALY

A recent odd travel experience highlighted for me how difficult it can be to launch fast growing brands today.

I was retained by airport TSA agents who informed me that the x-ray had detected a “groin anomaly’ and I needed to go to a secure room.

Suffice to say that after a thorough investigation and, a herculean effort on my part not to make a slew of jokes, they let me on my way.

Now I was more than happy to immediately “drop trou” and show them that their fears were quite unfounded but no, I had to go through an extended pat down and questioning. They had their roles and I had to have mine.

So what does this have to do with branding today?

Well two things.

1. Caution

We now live in very cautious world.  What we say or do in public is open to massive amounts of scrutiny and judgment and, in many situations we have to be very careful about how we behave, act or react. The same goes for a brand that competes in any arena where caution is now common. E.g. food, ingredients, health, financial, travel, children and so on.

2. Watching

With the Internet, cameras, drones you are being watched, recorded and classified. So is your brand.

No, this isn’t about ‘big brother’ or sinister plots and it is in no way suggesting that brands should not be spontaneous, flippant or even irreverent, if that is what the brand strategy calls for.

This is just a reminder to carefully assess the mindset of your core customer or consumer and the way life is causing them to make decisions relative to your brand.

And especially be very careful with competitive positioning focuses on Trust or Freedom.

‘Trust’ can easily be broken if there is a ‘gotcha’ moment or inconsistency from one brand connection to another.

‘Freedom’ is an incredible promise as an anti dote to caution and concern but this had better be legitimate or it can become an albatross around the brand’s neck…. any one for sea cruise on a sick ship…just ask luxury cruise ship how freedom on the high seas is working for them?

What say you?

Let us help you work through this. Visit www.rocketbranding.com.

 

 

 

 

 

 

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YOU and a BILLION-DOLLAR BRAND

Want your career (and life) to take off?

Everyone is a ‘brand’.

Let us rocket you just like we would a successful, fast moving billion-dollar brand.

Rocket Branding has helped built six so far with a few in the works.

 

 

The same principles apply… grow, focus and simplify, and four questions:

1.    Where do you want to be five years from now? If you know where you are going it is a whole lot easier to get there. Dream, ponder and go for it. A scrappy, 22 year old in Sydney, (down under) decided he needed to get to the USA and run a world class ad agency. I did with a series of 5-year rocket plans that took me through London, Hong Kong, and tons of client meetings and ad campaigns to get there.

2.    What are the three key actions that have to take place? Focus on what has to happen when? Not a laundry list, just the three critical ones.  

3.    What key decision makers do you need to influence to accomplish the five-year goal? Employers, bosses, influencer etc.  Again, not a laundry list, just the critical ones.

4.    What basic emotional connections do I need to have for my ‘brand’ to gain accelerated acceptance among these key decision makers? Really important. How should you be perceived? Life is often a series of snap decisions. Put your self in the shoes of the decision makers above and remember most people decide based on what’s in it for them and, often from what they see in front of them. So don’t dress and act like a low level salesman if you want to be a high level president.    

Yes, I know you may have heard some of this before and yes, at times we hear it from brands…. a lot of ‘but this’ and ‘but that’ – but trust us and really try it. The billion brands are still thanking us for forcing them to follow this type of rigor.

We have helped rocket many individuals and through our Traction Training process based on the above. So contact us and we’ll get you flying high fast, www.rocketbranding.com.

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