OK loyal readers, I need your help.
More importantly, four promising kids in the roughest part of Richmond need your help.
Let’s prove that this social media thing can lead to great results for a great cause.
Let’s also prove that FMOL readers are compassionate people who will take a couple seconds to help four aspiring kids achieve their dreams. Continue reading
Remember the classic MasterCard “Priceless Moments” campaign? What an awesome and powerful advertising campaign that has been celebrating those truly special, everyday moments and possibilities since 1997.
Many of the executions of that iconic campaign still live in our minds and we make the connections to some of those ”Priceless Moments” ads when similar, real-life scenarios occur in our own lives.
Case in point for me was last weeekend. Continue reading
The folks from the Mad Men era would certainly be blown away if they could see the command of attention that our industry receives each year during Super Bowl week.
It is a strange phenomena. Throughout most of the year, we in the advertising and branding industry hardly get this kind of attention or dare I say – respect. It’s a great week for us. And as it is said after every December 25th, “Wouldn’t it be great if we had that Christmas spirit all year long?” Well, we ad guys sure would like this ad infatuation frenzy to be more than just once a year.
I know – be happy with what we have, right? Continue reading
Uh-oh.
I can just feel the resistance from certain corners of our Big River office. The top guy – namely me – is beginning to murmur that it is, once again, time that our organization undergo another culture alignment exercise. And, to some, this is angst-filled news.
Eyes begin to roll. I can almost hear them say, “Surely, as busy as we are, we are not going to waste time on some kind of team building exercise, are we?” Continue reading
Want to see the power of smart, strategic branding? Just take a good look at a little company started by two brothers in Connecticut.
Vineyard Vines.
In my opinion, anyone who aspires to build a strong, authentic brand that’s relevant in today’s challenging business environment should certainly take the time to study the Vineyard Vines brand.
I have been fascinated by this company that makes upscale clothing from their very beginning. As I analyzed Vineyard Vines, I have developed this strange personal connection to their brand. I watched in their infancy as they, in my opinion, did so many things right in building their brand.
Back 14 or so years ago as I watched the Vineyard Vines brand emerge, I thought to myself, “These guys are doing almost everything the way that I would if I started a new brand.” Strangely, this realization led to a genuine personal fear. Namely, “What if, after doing all these branding steps so right, Vineyard Vines doesn’t become a signficant business success?” With a lukewarm business outcome – or worse – all of my beliefs regarding the business-building potential of strategic brand development would be shot…over…caput. I would loose all my faith in this thing called “strategic branding”. Then, what would I do? Sell beer at Braves games? (BTW, this is always a potential – and not so unattractive – personal exit strategy that I keep in my back pocket.)
Fortunately, looking at the tremendous business success of Vineyard Vines today, I can report that the company did not let me down. Vineyard Vines has legions of devoted customers and fans, a really strong and thriving employee culture and an impressive balance sheet. In fact, Vineyard Vines was recently named as one of Inc.’s magazines Top 100 Growth companies.
Thank you Shep and Ian (the brothers who lead Vineyard Vines) – you saved my career. Continue reading
Fred at his computer using boxes as he awaits delivery of his desk.
Well, it’s been one year.
A full 365 days since I wrote my first “Fred Moore or Less” blog.
And, based on the happenings of these last twelve months, I am here to report that there is definitely some real power to this social media thing.
Now blogging did not come easy for me. Actually, I was shoved off into this blog-writing canyon by the determined urgings (maybe demands?) of Big Riverers Jan Crable and Jeff Johnson, along with our terrific business partner, Lonny Strum.
Get the picture? There I sat in front of my computer with three folks threatening me – “either start your blog, or else.” (And to think, I thought they reported to me.)
I am here to say – they were right. This blog thing has been really good for Big River. It has put us in touch with really interesting people that otherwise would have been ‘outside of our radar’. And yes, to answer to the question that every business minded associate ask – it really has helped Big River win new clients and get incremental business. Continue reading
OK. I’ve finally shaken off the cobwebs from the end-of-year holiday season. It always takes me a while.
Before we kick off Fred Moore or Less in 2012, I thought we’d take a quick look back at some of the most popular FMOL blog post as decided by you, my readers.
Based on readership, there was a clear champion in 2011.
“A Major Teaching Moment for Any Organization: the U.Va. Lacrosse Team” — More than 10,000 people viewed this post. It was picked up in the New York Times on-line edition as well as several leadership publications. Most impressively, it made The Mountain Mirror, my hometown paper from Lookout Mountain, Tennessee. My mother was very proud.
The story seemed to resonate with a lot of people as this team did the ‘right things’ that ‘teams’ (sports, business, or otherwise) are supposed to do, even though it was extremely challenging to follow such a course. But, the courageous U.Va. lacrosse team’s results speak for themselves. Continue reading
Hats off to Dick’s Sporting Goods.
Last Saturday, I (and many others) participated in a terrific charitable event at the Richmond Dick’s Sporting Goods store.
Lots of talk these days about devising programs that result in “win-win” situations. Well, this was a successful “win-win-win-win-win-win” event.
The 40 or so high school students who put this event on and went out and impressively raised a bunch of corporate money to make this event happen were big winners.
The worthy and disadvantaged kids who each got a $100 shopping spree at Dick’s were big winners. (It was suppose to be only 100 worthy kids each getting a $100 Dick’s gift card -thus $100 for 100 – but the students were so successful in raising corporate donations that they were able to increase the number of recipients.) Continue reading
I sometimes find myself in the strange role of being a “business therapist”.
Every week, I am listening to really smart business leaders who feel that their organization or product could be something truly fantastic if only people understood more clearly what they are all about. They are looking to us at Big River to provide that ‘magic bullet’ to help people see who they really are.
Over the last several weeks, I have gotten jazzed up listening to business leaders describe their passion and dreams for their businesses. Real organizations solving real customer problems with fresh approaches and creative products. These businesses include financial companies, national restaurant establishments, entertainment venues, health care organizations, and superior retail products. All talk about a real point of difference and they certainly have an exciting vision. Continue reading
Perception
Big River’s digital guru Jeff Johnson sent me these photos that he found on the internet and commented, “Isn’t this kind of what you always talk about?”
Reality
Yes! Exactly!
Thank you, Jeff!
This Taiwaneese sandwich maker has spent a lot of effort on the perception of their product (read “company talk”) while the reality (read “employees actions”) is, in reality, quite empty.
This manufacturer thinks that they can attract customers if they just concentrate on looking appealing.
Why don’t they spend that amount of effort and resources first on actually making the perception a reality?
Outrageous example? It happens all the time in how businesses approach branding right here in the ol’ USA.
Want to avoid creating an empty “brand sandwich?”
Step One of great authentic marketing is to clearly set forth the brand vision.
STEP TWO IS TO HAVE YOUR PEOPLE CLEARLY EMBRACE THE BRAND VISION, OWN IT, AND INSPIRE THEM TO LOOK FOR WAYS THAT THEIR DAY TO DAY ACTIONS CAN AMPLIFY AND MAKE YOUR DISTINCTIVE BRAND VISION MORE CREDIBLE.
Sorry for having to capitalize all that, but from what I see, this is the step everyone gives ‘lip service’ to but they really do not spend the necessary time or resources to work with their people for them to live their brand.
Effective branding today is all about credibility. Your people’s actions are the most credible tool you have.
Step Two is the little secret that has really made the great brands of today skyrocket (think Zappos, think Chick-fil-A, think American Express, think Vineyard Vines, think REI…)
Step Three, of course, is getting your story out there. That’s the step that everyone just can’t wait to do. That’s the outside of the sandwich. It’s very important, but it only works if there really is something inside the sandwich.
So, if you want to add real “branding” meat to your sandwich, focus on Step Two.
It will make for a much more satisfying meal.