Miscellaneous
Let’s talk about branding and positioning your strategy. I truly mean your strategy. This can be your business or yourself. If you’re dating, you must have a brand to position yourself. You must be appealing to someone else. It doesn’t matter what you’re talking about. This is crucial. I’m going to get to products very quickly and very soon, but first I want to talk a little bit about the positioning, and the scope and breadth of a brand or a strategy. If you have it too narrow a scope, you may have difficulty broadening your appeal. We’re always hearing about find your niche. Find your niche. If you define it so narrow you will not be able to branch out very easily. You’ll have to create a new brand or a different brand, it becomes very, very difficult. However, if you can position it in such a way that it implies something more even though you’re selling. Can it easily adapt to something more, that can be very different? It depends on how you position it, how you sell it. What you do with that brand as you’re marketing it, as you’re selling it. Even Big Brands make Branding Mistakes or Over Reach Look at some of the big brands that really stand out. As soon as you mention them you immediately know what they are and what they stand for. Colgate, Heinz, Harley Davidson, Xerox. All of them have very strong brands, and you know what it means as soon as you hear the name. Wasn’t always that way. Yes, Colgate always was toothpaste, but they decided they had something else and they actually introduced lasagna. Can you imagine Colgate lasagna? Just the thought of it doesn’t seem realistic. Harley Davidson came out with a cologne. Maybe that might work for some limited group of people who like the smell of Harleys, but for most people cologne and Harley Davidson just don’t match very well. Heinz came out with another sauce. They were so good with the Heinz-57, the Heinz Ketchup, they came out with a green sauce. The green sauce for Heinz was at first attractive to a bunch of little kids. The kids thought it cool or fun, but they of course aren’t going to be the ones that are going to stay interested in something like that for a long period of time. It wouldn’t matter what the flavor and other things were. It just was not consistent with their brand image. It’s not appealing. Branding even relates to your own image You may have a very good product, but if the image of your company or your own image is very different… Relating to yourself, think in terms of social media. I’ve helped and guided several people and companies on social media habits, etc. I’ve tried to help others, but they just know better for themselves. What happens? Something like 30% of people are rejected in job interviews because of their social media content. They have branded themselves with social media. I have some people who I know who would like to expand and up-level their careers, but they’re so infatuated with the responses they get from their friends, they think: “Wow, that’s neat, that’s cool,” or whatever they say today. It fits into a narrative that may not mesh with places they’re trying to get into. While you’re branding your product or yourself you have to maintain that capability. You have to be able to have it so that you can transfer and move yourself, make progress. Success necessitates Product Positioning Regardless of the Product Success is usually includes moving from one place to the next with a different group of people. You can’t eliminate or become a distraction. On the other hand, you could have a bad product and there are ways to actually increase and develop good sales strategy even with a bad product. How do you do this? You match it. I did this with Chrysler. If you remember the Chrysler Advantage campaign, they had horrible cars at the same. As a matter of fact, when I brought this campaign idea to them, they said: “We don’t have any advantages. We don’t have anything.” At that time they were in the depths of depravi...