Thought For The Week

TFTW Personality

Personality is what differentiates one company from another but so many brands look and act like their competitors.

We remember brands with personality in the same way we remember people with charisma.

Having a point of view and something to say can make a world of difference to the commercial performance of a brand.

But how do you establish a brand personality if you look and sound like your rivals?

Start by thinking of your brand as a person and ask yourself seven questions.

1.     What is it I do and what am I great at?

2.     What makes me different from my competitors?

3.     What stakeholders am I serving?

4.     What am I like as a person?

5.     What do I stand up for?

6.     What do I fight against?

7.     What are my values?

Carry out this exercise with your leadership team and you’ll transform the dullest brand into a movie star!

Thought For The Week

TFTW Creativity

In today’s world, we measure everything from inches of rainfall to return on investment.

Politicians, teachers, civil servants, football coaches and CEOs are accountable as never before.

Admen have also fallen into line and as marketers we pride ourselves on counting everything from Facebook likes to ROI.

Long gone are the days when merchants like John Wanamaker were able to claim: “Half the money I spend on advertising is wasted, the trouble is I don’t know which half.”

Measurement can, however, become an obsession – a straightjacket that stifles creativity.

When measurement stands in the way of a great creative idea, think on the words of Albert Einstein…

"Not everything that counts can be counted and not everything that can be counted counts!"

Thought For The Week

TFTW Facebook

In marketing you’ve got to make them laugh, make them cry or make them think.

Hopefully this will make you laugh.

I decided to apply what we do on Facebook to real life.

Every day I go shopping and tell complete strangers where I’ve eaten, what I did last night and what I’m planning to do today. I hand them pictures of my wife, my son, my cat and show them holiday snaps of me on the beach.

I also listen to what they’ve got to say and tell them I “like” them.  I pontificate on everything that interests me – whether it interests them or not.

It works!

I’ve already got three followers – a policeman, a social worker and a psychiatrist.

Old joke – forgive me!

Thought For The Week

TFTW RECRUITMENT

When hiring you need to recruit people with a high IQ, RQ and EQ.

IQ speaks for itself. You want intelligent people who can think for themselves.

You want people who can think rationally. However, RQ on its own is not enough.

For balance you want smart people with a high emotional quotient or EQ.

IQ + RQ + EQ = Recruitment Perfection

Thought For The Week

TFTW Lightbulb

Success and failure go hand in hand.

You can’t have success without failure.

Edison failed 10,000 times before he succeeded in inventing the light bulb.

The moral of the story – winners sometimes fail but they never quit!