Entries for month: November 2009
05 November 2009
I Could be Don Draper
First of all, let’s get this out of the way. For those of
you who don’t know, Don Draper is the protagonist in the TV series, Mad Men,
which takes place around 1960 in the office of fictitious ad agency, Sterling
Cooper. For three years, I’ve watched Don’s character unfold. The similarities
between us are evident.
Don Draper is a Creative Director.
I am a Creative Director.
Don Draper has been made a partner in the agency.
I am the owner of an agency
Don Draper is suave and irresistable to women.
I have imagination.
Don Draper is married to Betty, a dead ringer for Grace
Kelly.
I am married to Robin. She is cute.
Don Draper has a secret life.
I know how to keep a secret.
Don Draper chain-smokes and drinks.
I am addicted to Strawberry Smoothies.
Don Draper is watched by millions.
I am read by several.
Don Draper can be ice cold.
I can be luke warm.
Don Draper knows what motivates people.
I am surprised by what motivates people.
Don Draper leads by expertise.
I lead by example.
Don Draper practices tough love, often minus the love.
I practice tough love, often without the tough.
Don Draper is fascinating.
I’m hoping the blog helps me get there.
Categories: General
Posted by Paul Regensburg at 9:55 AM | 5 Comments
03 November 2009
Truth in Branding
Last year, "authenticity" was widely touted as the new trend in branding. With all of the media clutter, companies were looking for ways to stand out. The idea of being true to who you are rather than who you think your audience wants you to be resonated and companies tried tapping into their roots to differentiate themselves.
Apple and Nike are famous "authentic" consumer brands. Scott Bedbury, former CMO of Nike, wrote in his excellent branding book, "New Brand World," that the Nike brand is built on a "brand essence" of "Authentic Athletic Performance." Brand essence is not an ad or website concept but a core idea to which an authentic brand must remain true wherever it is seen. When you think about Nike, every ad, product and store reflects that brand essence.
What makes a brand essence effective though is not only visual communications and messaging; it's the people in the organization. If a brand is authentic, it touches the heart of the people in a company and they become evangelists with minimal effort. It's like finding that perfect pair of jeans that just fit every time and don't require you to let out the waist or shorten the inseam. When a brand is the product of too much analysis and not enough heart then people don't know how to promote it and it becomes window dressing.
Photo by Paul Regensburg
Categories: Brand / Marketing
Posted by Paul Regensburg at 11:19 AM | 8 Comments
