marketing

Chocolate Holds Answers to Brand Value ...

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Seth Godin's short blog post everyday is inspiring me to use the less is more way of thinking in my own posts--not even close to being able to handle the tight delivery he uses but here goes..... As I'm thinking a lot about my brand image as this wonderful mapping by consultant Lou Verschueren created from our first meeting reveals.

So I'm going to be talking to a group of New Yorkers in the shadow of the Flatiron Building on June 26th thanks to an invite from the Flatiron Business Improvement District who is co-branding with Baruch College CAPS program for its TECH TUESDAY. So using  my less is more thinking ahead of that. And one of the points I will make about personal brand...thanks to Seth.

 

In his short blog he talked with casual power about having worth beyond being superficial using the Tower of Pisa and Chocolate bunnies. The point being the Tower of Pisa is hollow, nothing inside to see but's that's ok... it doesn't promise us something--it just is... different for chocolate  and if you get a hollow Easter bunny,nothing inside to eat... you be disappointed -- the anticipation is high and the result not what we thought it would be...

 

He got me thinking about brand value...he said the wrapper matters but so does the experience within...

So I bought a bunch of chocolates that have the same wrapper to bring to the session-- but one difference ---the insides of the chocolate are different...same wrapper but they aren't hollow, they are filled with something different inside.

I've spent way  too much time looking at the possibilities of the chocolate, mint flavor, caramel flavor, dark chocolate. It's got me stuck. It looks the same, but promising difference...it's about the possibility of choice...and my expectation.  So with meeting people and sharing my own wrapper... the same wrapper that others have as entrepreneurial small biz owners, I going to know that my typical wrapper needs to do better than this chocolate wrapper. Your image matters. And your promise, what makes someone choose you the caramel over the milk chocolate center isn't an easy thing it's complicated. Brands have to make the quick connection to their UVB--UNIQUE BRAND VALUE... that brings result.

What's the difference in your own juicy core that separates your from the others as you promise your service or product? 

Marketing Demography: The Silent Generation Raises its Head...and the Bar!

SILENT? I DON'T THINK SO!!!

SILENT? I DON'T THINK SO!!!

Teaching marketing to global millennials keeps this baby boomer on her toes.

Last night I was in the classroom with my Tuesday night group, enjoying their thinking, which at sometimes seems to be done at a Snapchat pace, and appreciating their urgent sense of getting things done. Who says that this generation is too slow on the uptake? The same goes for my Thursday class, another global group whose ability to jump into setting up strategies for real businesses will be tested tomorrow in their midterm presentations. I'm not worried about this generation. They are the demographic of "just do it!" for me.

On the way home on the subway I read my newly arrived issue of AARP. it's really got me interested over the last years as they've been pushing to find their brand positioning place in the media marketing space and they have my attention... Jane Fonda is on the cover this month. Jane Fonda isn't part of the millennial or baby boomer generation. She at 79 years young (...and yeah, I met her when she as 70 & shook her hand and was dazzled!). She is a part of a marketing demographic called the "Silent Generation", the group wedged between the WW2 Heroes and the Age of Aquarius Baby Boomers. The low birthrate between 1925-42 kept their numbers down. Researchers set the group at about 20 million. I began to think of the people I know in that demographic. And Jane Fonda has some competition, especially in the city of NYC  where so many of my business friends in their 70's are living in what Jane has called "third act" careers. 

For the most part this group has kept their heads down, enjoying the benefit of the post war and also witnessing the crazy fall out of national pivoting found in the McCarthy era. They've also made themselves comfortable with nest eggs in their retirement that would be the envy of millennials and the tech native Gen Z group behind them. Those who get the headlines, Woody Allen, Dustin Hoffman, Morgan Freeman  present a vibrancy that can inspire generations after them... wait a second---so maybe this generation is silent no more. Maybe their time has come. I see this myself   when I work on the Baruch EOC Advisory Board and meet Silent Generation members who have built an amazing mentoring model for the College. These aren't famous stars, they are committed , giving people whose heads aren't down, they are leading us to bridge the gaps and create intergenerational partnerships. Googling around, you can find a wealth of members of this demographic who have started businesses in tech, retail the arts-- you name it.

It may be that the combination of falling between the cracks of two gorilla demos has served this population. Its time may be coming now .The cohort that couldn't even elect a president out of its midst almost did have a candidate-- finally, in Bernie!! (Bush Sr. of the WW2 generation was succeeded by Clinton of the Baby Boomers)....hmmm see how Silent this generation has become. It's truly interesting as we look at longevity that a late blooming generation may still be able to wield some clout! And it can raise the bar for us on how to live large in our later years.

So, marketers take notice! These members are raising the bar and  have the buying power to drive a luxury Mercedes while gifting a starter Mercedes to their great grandchildren!!