What type of Marketer are you? Build your career around your natural strength

Posted on Posted in How to Guide for Marketers

It is that time of year when your mind starts to think about your career and where will you go next. You just had your performance review, salary increase or bonus check and now you’re thinking, when will I hit the big time? Here are 5 questions that you should be asking yourself at every point (at least once a year) of your career:

  1. Within your current company, how high up do you think you can realistically go
  2. Should you stay in the same industry or look at new verticals?
  3. Should you stay in pure Brand Management or venture into a subject-matter expert type roles?
  4. How long do you want to keep working?
  5. Do you stay an employee or do you take this moment to leap out on your own?

Identifying your natural strength

I have so many friends and colleagues who want to move up in their organization. I’m always up for a good career debate and probing on strengths and weakness, yet there is one question, no brand leader likes to answer: 

If I forced to pick one natural strength out of these four choices, which would you pick: Running the business, marketing execution, strategic thinking or leading people?

It should be a pretty easy question to answer, but we have trained ourselves to want to present ourselves as “generalists” and avoid the specialist label. We believe the only way to get promoted, get more money and more power is to become pretty good at all four. But that’s really a lie. I’ve met thousands of great Marketers over the years, but I’m yet to meet any that are great at all four. Everyone normally has natural strength and a natural gap. No matter how hard they work at becoming a generalist, that gap keeps showing gup. Early in my career, I was all about Marketing Execution and had some weakness at each level in leading and managing people leadership. In the back half of my career, I became more strategic, but still had that same nagging gap in leading people. 

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Let’s make this a game using the board above. We will give you 4 chips, forcing you to put one at the high, two at the middle to support the strength, and let go of one at the low. You have to have a natural lead strength and be honest about your gap.

  1. Do you like running the business and managing products
  2. Do you like marketing execution and being creative, either generating ideas or executing creativity?
  3. Are you a strategic thinker, enjoying the planning side of the business?
  4. Are you a leader of leaders, with a passion for leading people?

There is this belief that generalists rise higher and make more money. That is if you stay on the client side of Marketing. You can make just as much money and feel just as powerful by moving outside the organization and finding a place that suits your true calling. Try asking yourself this question, because I’ve asked it hundreds of time and no one ever answers it the first time. Nearly every time I hear “I’m pretty good at all four”. And then I ask 5 more times till we get the real answer.

 

Core Strength: Running the business and managing brands

  • You’re naturally a business leader, who enjoys the thrill of hitting the numbers–financial or share goals. In Myers Briggs, you might be an ENTJ/INTJ (introvert/extrovert, intuition, thinking, judgment) the “field general” who brings the intuitive logic and quick judgment to make decisions quickly to capitalize on business opportunity.
  • You like product innovation side more than advertising. You are fundamentally sound in the core elements of running a business—forecasting, analytics, finance, distribution—working each functional areas to the benefit of the products. You may have gaps in creativity or people leadership, but you’re comfortable giving freedom to your agencies or team to handle the creative execution.
  • My recommendation is to stay within Product Management as long as you can. If you find roadblocks in your current industry, go into new verticals before you venture into new career choices. Consider running businesses on behalf of Private Equity firms or venture into Entrepreneurship where you take your core strength of running a business.

Career Options for those who are strongest at running brands

  • Product Management
  • Shift across industries
  • Lead Private Equity Turnarounds
  • Lead Acquisitions
  • Entrepreneurship

Core Strength: Marketing Execution

  • You are the type of Brand Leader who is highly creative and connects more to ideas and insights than strict facts and tight business decisions. You believe facts can guide you but never decide for you. You are high on perception, allowing ambiguous ideas to breathe before closing down on them. You respect the creative process and creative people. You are intuitive in deciding what is a good or bad idea. You may have gaps in the areas of organizational leadership or strategy development that hurts you from becoming a senior leader.
  • Staying in the Marketing area, you may end up limited in moving beyond an executional role. You may be frustrated in roles that would limit your creativity. Moving into a Director level role could set you up for failure. Look to grab a subject matter expert type role in an internal advertising, media, innovation role or merchandising.
  • Going forward beyond Marketing, consider switching to the Agency side or Consult on a subject-matter expertise (Innovation, Marketing Communication or Public Relations) to build on your strengths.

Career Options for those who are strongest at Marketing Execution

  • Executional Agency
  • Subject Matter Specialist
  • Ideation Brainstorm Facilitation
  • Business Development

Core Strength: Strategic Thinking

  • You enjoy the planning more than the execution. You might fall into the INTP, where you’re still using logic and intuition, stronger at the thinking that helps frame the key issues and strategies than making the business decisions. The introvert side would also suggest that your energy comes from what’s going on in your brain, than externally. An honest assessment would suggest that managing and directing the work of others is likely not be a strength.
  • If you stay within the marketing industry, you would be very strong in a Global Brand role, General Management or even a Strategic Planning role. You need to either partner with someone who is strong at Marketing Execution or build a strong team of business leaders beneath you.
  • Going outside, you would enjoy Consulting and thought leadership which could turn into either an academic or professional development type roles. Continue building your thought leadership to carve out a specific perspective or reputation where you can monetize.

Career Options who are strongest at Strategic Thinking

  • Global Marketing
  • Consulting/Coaching
  • Thought Leadership
  • Adjunct Professor
  • Business Development
  • Writing/Speaker Series

Core Strength: Leader of People

  • You find natural strength in leading other. You are skilled in getting the most from someone’s potential. You are good at conflict resolution, providing feedback, inspiring/motivation and career management of others.
  • You are a natural extrovert and get your energy from seeing others on your team succeed. As you move up, you should surround yourself with people who counter your gaps–whether that is on strategy or Marketing Execution.
    If you find yourself better at Management than Marketing, and you should pursue a General Management role where you become a leader of leaders. You would benefit from a cross functional shift into sales or operations to gain various perspectives of the business enable you to take on a general management role in the future.
  • After you hit your peak within the corporate world, consider careers such as Executive Coaching where the focus remains on guiding people.

Career Options who are strongest at leading people

  • General Management
  • Stay within Brand Management
  • Cross functional roles
  • Partner in Entrepreneurship
  • Personal Executive Coach

Follow your natural strength to realize your full potential

Brand Careers 2016.004At Beloved Brands, we lead workshops on Careers in Brand Management to inspire teams to find their full potential as a Brand Leader. This workshop looks at building your career around your natural strength as a Marketer, we provide a full assessment that looks at skills, behaviors and experiences, we provide tips for how to succeed at every level in Marketing. Where is your career now And then we talk about ways to help build your personal brand, around an idea and a plan. Click on the Powerpoint file below to view:

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept. We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management. 

We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution. 

To contact us, email us at graham@beloved-brands.com or call us at 416-885-3911. You can also find us on Twitter @belovedbrandsBBI Creds Training 2016 red.019

 

P&G has become really good at Emotional Advertising

Posted on Posted in Beloved Brands in the Market

6mkd49.pngIn my generation, it was usually pretty easy to spot a P&G marketer. They are the type that has “the” answer. The “P&G way” used to be: find something (almost anything) that you’re better at than your competitor and then make the most of it, by showing a side-by-side demonstration, naming the “next leading brand” and quite possibly add some blue liquid to the TV ad.  P&G managed to exploit this execution through most of the 1970s and 1980s.  Don’t get me wrong: I’ve always respected P&G for what it is. They did a good job for decades using that same trusted formula.  They just stuck to the same formula a bit too long, and it caught up to them by the mid-to-late 1990s.

 

Here’s a great example of the classic 1970s P&G advertising looked like, including the famous blue liquid.

 

But by 2000, the P&G formula seemed worn out they suddenly appeared to hit a brick wall. Growth dried up, several key brands lost their leadership of the market to rivals, and new product launches proved disappointing or even to be downright failures. Competitor products had caught up, and in some cases surpassed them. Colgate was beating Crest, Listerine was beating Scope, Finish was beating Cascade, Dove was beating Ivory and others were catching up or passing the trusted P&G brands., the stock price fell dramatically from $120 to $85 almost over night. A consumer driven brand mainly has 3 weapons: 1) new products 2) communication and 3) go-to-market execution through retailers. P&G stepped up on innovation and even acquisition to bolster the product roster.  And they have made a dramatic change in how they communicate with their consumers,. They also found that the same Advertising formula wasn’t working anymore.

Strategically, brands really have four choices:  

  • Better
  • Different
  • Cheaper
  • Not around for very long

But in the current crowded Consumer Packaged Goods (CPG) world, “Better” has become increasingly difficult. Every category is so cluttered, everyone has copied every non-patented product feature, claims are getting even harder to gain separation from competitors.  We are into the world of incremental-ization of fast acting tabs, quick dissolving strips or ultra powders.  Yawn. More and more, what is winning is different.  The brand that taught all of the CPG marketers a vital lesson is Dove, with “real beauty” demonstrating that different is a powerful way to connect.  

At the base of P&G’s communication is the strategic shift from always being “better” to now being “different”. Instead of looking at unique feature differences to build the benefits around, P&G is now looking at unique consumer insights that will help them connect with consumers. The ads have shifted from pure product demos to finding moments within the consumer’s life. Also, P&G has a new respect for the power of Advertising–even sending people to the Cannes awards.  Yes, Unilever has been doing this type of work across their brands for decades now, with the most inspiring CPG brand being the work on Dove.  

 

Here’s a few P&G spots that have really captured the emotional marketing.

I thought P&G did a very nice job at the 2012 Olympics, the one sponsor that seemed to jump out. “Thank You Moms” showed everything that moms did for their athletes, and just as Mom is an enabler, so is P&G to the Moms. I’m sure quite a few moms were shedding a few tears over this one.

 

 

The second P&G ad spoke to the idea that “they’ll always be kids” and it showed the athletes depicted as little children.

 

 

With Old Spice, it was a dead brand.  It was so old that P&G had liberty to completely re-invent the brand.  And this campaign just jumped off the screen a few years ago.  (it’s a bit worn out now)

 

To me the symbolic P&G unemotional brands that P&G has is Tide and if you watch this Ad for “stay at home dads” you would never know it’s a cold brand.

Some good lessons for other brands to learn.

  • Focus on different where you can’t win on better.
  • Instead of product features, move to consumer insights
  • Story telling and Moments connect more with your consumers than claims and demos.  

You’re doing a Great job P&G connecting with consumers. Now it’s time for your competitors to catch up.  

Here’s an article that goes a little deeper on the ABC’S: How to Judge Advertising Copy: Approve the Good. Reject the Bad.

To see a training presentation on Get Better Advertising:

 

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How to drive more Attention in your Brand Communication

Posted on Posted in How to Guide for Marketers

Slide1I always use my instincts as my first gut reaction of the advertising.  When the agency shows me an ad, I don’t want any set up, don’t read the brief, don’t tell me “this is really funny”.  Unless we are prepared to buy a 30 second spot to explain our ad and put it right in front of our Ad, then we must watch the work as though we are the consumer.  But even after 20 years and hundreds of spots, I don’t rely on just my instincts.  I do the thinking time.  And the tool I usually turn to is the ABC’S.  I want to make sure we create an ad that attracts  Attention, it’s about the Brand, it Communicates the brand story and Sticks in the consumers mind.   

  • Attention:  You have to get noticed in a crowded world of advertising.  Consumers see 6000 ads per day, and will likely only engage in a few.  If your brand doesn’t draw attention naturally, then you’ll have to force it into the limelight.
  • Branding:  Ads that tell the story of the relationship between the consumer and the brand will link best.  Even more powerful are ads that are from the consumers view of the brand.  It’s not how much branding there is, but how close the brand fits to the climax of the ad.
  • Communication:  Tapping into the truths of the consumer and the brand, helps you to tell the brand’s life story. Keep your story easy to understand. Communication is not just about what you say, but how you say it—because that says just as much.
  • Stickiness:  Sticky ads help to build a consistent brand/consumer experience over time.   In the end, brands are really about “consistency” of the promise you want to own.  Brands have exist in the minds of the consumer. 
How to Drive more Attention

Buying media and putting something on air does not attract attention for your ad.  All those testing or tracking results start with Attention for a reason, your Brand Link scores are a ratio of those that the ad captured.  Driving more branding of a poorly engaging ad doesn’t really do much.  

You have to EARN the consumers’ attention.  Most of the media options still, are passive mediums where the consumer is more engaged in the content, and the advertising needs to be interruptive.  No consumer has ever said “what are you doing tonight Bill?”.   “Well Bob, I’m going home, grab a bite to eat and watch some TV ads”.  The best way to grab Attention is to take a risk and do something not done before. Here are the best ways to attract attention.

  1. Be Incongruent:  This is a great technique to get noticed is by being a bit off kilter or different from what they are watching.  A lot of brand leaders are afraid of this, because they feel it exposes them.  Avoid being like “wallpaper”   If you want a high score on “made the brand seem different”, it starts with acting different.   
  2. Resonate:  Connect with the consumer in the true way that they see themselves or their truth about how they interact with the brand.
  3. Entertain them:  Strike the consumers emotional cord, by making them laugh, make them cry, or make them tingle.  From the consumers view—they interact with media to be entertained—so entertain them.
  4. The Evolution of the Art of Being Different:  As much as Movies,  TV music continues to evolve, so do ads. As much as your art has to express your strategy, it needs to reflect the trends of society to capture their attention.  Albino fruit flies mate at twice the rate of normal fruit flies.  Be an albino fruit fly!!!
  5. Location Based:  Be where Your consumers are open and willing to listen.  The Media choice really does impact attention.  Make sure your creative makes the most of that media choice.  
  6. Be Part of the Content:  As much as consumers are engaged in the content, not the advertising, then having your brand front and center and part of the story can be a great vehicle for driving attention. Watching a movie and seeing them using a Mac makes the product seem cool, or driving a red Mini Cooper in the Italian Job made me want that car.  Or creating content on line that engages like Toyota’s Swagger Wagon or the brilliant BMW Films site from 10 years ago.   
  7. Be Sharable:  We are seeing so many amazing story-telling ads getting passed around on social media vehicles.  Most are designed for that very reason, many of them 2-3 minutes in length.  These long videos are great for engaging the consumer emotionally.  

This Dodge Ram “Farmer” ad is a great use of being incongruent.  This extremely quiet spot, was aired during the Super Bowl, when all the other ads are loud, slapstick style ads.  The use of photography only, the great voice of Paul Harvey with “so god made a Farmer” gives you shivers.  

 

 

Budweiser’s Wazzup ad was so different that it jumped off the TV screen.  The language was authentic, connecting with how guys tend to talk to each other, when no one else is around. 

 

 

Lynx ads are so entertaining they become content you want to watch.  This spot from the mid 90s with Jennifer Anniston is hilarious.  

 

 

 

Toyota’s Swagger Wagon videos have been shared by millions, highly entertaining but extremely insight driven of how former “cool people” turn into parents and their motivations change.  

 

 

To this day, there has still never been an on-line idea as powerful as BMW Films for creating on-line content.  What BMW did was give famous directors $1 Million each to make short “films” that make the BMW car the center point of the spots.   These are highly engaging, shareable videos.  These were 10 years ago now, and I keep hoping someone beats these one day.   Here’s Guy Ritchie’s version, with his good friend Clive Owen and wife Madonna.  

 

 

 

You have to earn their Attention, before telling them the rest of your story.  

 

Here’s an article that goes a little deeper on the ABC’S:  How to Judge Advertising Copy: Approve the Good. Reject the Bad.

 

To see a training presentation on Get Better Advertising: 

 

If you are in the mood to see stories on great advertising, here’s a few other stories:

 

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Do you want to be an amazing Brand Leader?  We can help you.  

Read more on how to utilize our Brand Leadership Learning Center where you will receive training in all aspects of marketing whether that’s strategic thinking, brand plans, creative briefs, brand positioning, analytical skills or how to judge advertising.  We can customize a program that is right for you or your team.  We can work in person, over the phone or through Skype.  Ask us how we can help you. 

At Beloved Brands, we love to see Brand Leaders reach their full potential.  Here are the most popular article “How to” articles.  We can offer specific training programs dedicated to each topic.  Click on any of these most read articles:

 

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Ten Best Super Bowl Ads of All Time

Posted on Posted in Beloved Brands in the Market

Super-Bowl-47-LogoEven though I’m almost over the Patriots loss from last weekend, let’s start Super Bowl week off with a tribute to all the great Super Bowl ads over the years.  

I hope a few of these spots bring back some good memories for you and if there are any special ones missing for you, feel free to add them in the comments.  

Coke “Mean Joe Greene” (1979)

Bit of that 1970s “cheese” for you, but I remember this one from my teens.  The spot has become as iconic as the drink itself.  

Apple 1984 (1984)

Great story of this ad in the Steve Jobs book–how the board never wanted to run it and they lied about the media commitment.  This was one of the first big Super Bowl ads, that changed the way advertisers saw the Super Bowl slots.    

Diet Pepsi Michael J Fox (1987)

A little bit of that “Back to the Future” feel of the 1980s Michael J Fox.  Very cute tone is a good fit for Pepsi.    

McDonald’s Jordan vs Bird (1992)

This one had a lot of break through and left us with the phrase “nothing but net”.  The current Tiger Woods/Rory McIlroy spot uses (steals) the same formula.  

Cindy Crawford “New Can” (1992)

Not much needs to be said about this one, other than that they repeated this 10 years later and she still looked the same.  

Budweiser: WASSUP! (1999)

The simplicity of this one, but it really does capture a male-bonding insight of how guys do interact with their buddies.  

FedEx “Pigeons”

FedEx has been using sarcastic humor to make their point for years.  This spot has a good feel with the FedEx tone.  

Snicker’s Betty White (2010)

Whatever Betty was paid, she’s made millions since because of this spot.  Quickly after this one, the power of a Facebook page demanded that Betty host Saturday Night Live.  A great little spot, one that Snicker’s has yet to fully capture in their pool outs on this campaign.   

Chrysler Eminem (2011)

I love the tone of this spot, perfect casting with Eminem–the rawness of his voice, attitude and authenticity.  The repeat in 2012 using Clint Eastwood was a good spot as well, but not quite up to the Eminem version.  “Imported from Detroit” is a very big idea.  Love it.  

Budweiser 9/11 Tribute (2002)

Even after all these years, this one might bring a tear to your eye.  Months after the tragedy of 9/11, this one takes the American icons of Budweiser and the Clydesdales marching through the streets of America and gives a nice salute to NYC.  

Good luck to this year’s Super Bowl, as many of us will be watching the TV ads as much as we’re watching the game.  The power of the venue as the Super Bowl out draws the final game of the other 3 sports (Baseball, Basketball and Hockey) combined.  

And I lied: I’m not quite over the Patriots loss yet.  

What’s Your Favorite Super Bowl Ad of all time?

To see a training presentation on getting better Advertising: 

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Do you want to be an amazing Brand Leader?  We can help you.

Read more on how to utilize our Brand Leadership Learning Center where you will receive training in all aspects of marketing whether that’s strategic thinking, brand plans, creative briefs, brand positioning, analytical skills or how to judge advertising.  We can customize a program that is right for you or your team.  We can work in person, over the phone or through Skype.  Ask us how we can help you.

At Beloved Brands, we love to see Brand Leaders reach their full potential.  Here are the most popular article “How to” articles.  We can offer specific training programs dedicated to each topic.  Click on any of these most read articles:

Ask Beloved Brands to run a workshop to find your brand positioning or ask how we can help train you to be a better brand leader.