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Archive for November, 2009

This post is partially in Swedish, and I apologize for that. I’ll translate bits and pieces, but as you know, it’s never the same as the original. Nevertheless, I read a blog post that struck a cord with me – because it was well-written, but also because the issue currently is extremely relevant in my work life.

I’ll steal a picture from this blog post (in Swedish):

Varumärkesnivåer (in Swedish)

Basically this picture, and the blog post is centered around not the identity of a brand, but the level on which the brand identity is attached. Either you have a brand connected to a Product (PR), a Category (KA), a Competence (KO) or an Attitude/Role (AR).

There is a connection between brand extension success and level of brand identity. If you want to do what Virgin does (music, airplanes, coke) you have to find your bottom line in your Attitude, your Role in the market.

I would like to think that many would thrive if they just got out of the Product-focus or even Category belonging and instead zeroed in on their core Competence to see in what other areas that would make them more money, more fame. Of course Coca-Cola as a product is doing pretty good on it’s own, but I don’t think anyone minded when Ikea started to sell food and build their own shopping centers. (Well, possibly some people did mind, but none of them collected the revenue).

A slightly different problem, and perhaps a cause of getting stuck in the Product/Category part of the pyramid is this:

Mycket av att skapa starka varumärken handlar om sånt som en del av oss betraktar som självklarheter – konsumentnytta, tydlighet, konsekvens i alla led, öppenhet o.s.v.Men däremot helst inte om att försöka sammanfatta varumärket i några enkla “värdeord” utan någon som helst koppling till konsekvenser i ändrad attityd och ändrat beteende. Vi behöver modeller och systematik för att kunna förstå och tolka vår omvärld, men behöver samtidigt också inse att enbart några enkla modeller eller värdeord räcker inte för att skapa starka varumärken.

The comment is from this Swedish blog, and I’ll try to translation:

Creating strong brands has a lot to do with stuff that some of us sees as given – consumer benefit, distinctiveness, consequences in all aspects, openness etc. But preferably not to do with trying to summarize the brand in a couple of “brand values words” without any connection to consequences like a change in attitude or a change in behavior. We need models and systems to grasp and interpret our surroundings, but at the same time we need to realize that a couple of simple models or brand values won’t be enough to create those strong brands.

Said and done! Both the post and the comment above are written by Mats Rönne, and the blog post is addressing a “You”, a “You” that made Björn Alberts (author blog post 2, where Mats commented) ask – Who are “You”?

That You are me – and hopefully you (!) – and all the other people that want to care for the brand they work with, and that want to see it succeed. People that see a brand value stating “Innovative” and actually keep that in the back of their head throughout the workday. People that sees the “employee cult” of Ikea and Google as something working in favor of their brand. People that believe in “living the brand” and that would act as brand advocates out of their own will. Hell, even people that understand the business and take responsibility  but know zipp about branding will due 😉

However, “You” are not the people that sit in a seminar, come up with 3 words and then go back to doing business the way they’ve always done them. However those guys NEED You to help them!

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I started this post back  in June, but it got stuck in draft mode. This is what I’d written:

Google is changing the rules of internet sometime during this year.
I would argue they HAVE already changed it – they made me watch a 1 HOUR and 20 minutes video of them marketing their latest product.
I ask you – HOW many commercials are allowed to be 1.20 hrs?!

I was skeptical, I really was! And I still am – but just about the release date. I guess I just have to admit to having drunk the Google kool-aid. And it’s okey, because I think ppl who do good marketing are allowed to be successful.

Although I have a hard time doing stuff “half-ass”, I do say: It’s not about KNOWING what you do, it’s about LOOKING as if you know.

So, WHY have I swallowed the Google buzzwords? Because I LOVE technology that allows my messy brain to stay messy. I use Gmail because it group conversations, and because I can search for any keyword and get all matching messages.

And Google “promised” me that Wave would be even better – and since I don’t expect YOU to watch the entire video, here are the goodies:

For some reason I never listed the goodies!! Now I wish I had, because I feel like the dumbest person alive for hyping Wave the way I did, to get the preview and find “poll gadget” and “collaborative sudoko” as the exciting functions.

There IS a way around it, it’s just I haven’t really found it. There are several really good apps/gadgets/add-ons/thingies – it’s just TOO DAMN HARD to come across them.

And for the 3rd time I’m wishing I knew more about writing code – then I could create what I wanted, or at least explain to ppl.

There ARE stuff I like about Wave! Like the fact that there is a “Swedes on Wave” wave created. I mean, things like this can only happen when services are small! Imagine “Swedes on MSN” or “Swedes using email” – those list have probably existed in some form at some point, but WAY before my time. This is realtime history people. And as always, nothing is as straight forward as it will seem looking back.

I’m still effected by the Wave kool-aid and it won’t take much to get me advocating the brand, but it will take a couple of things:

  • Speed-it-up! There is just no way around this. The window of opportunity is starting to shut.
    A wave with 300+ user CAN be slow – but not ALL waves! There is just no way for me to internalize wave usage at this point. And there is no way I can leave wave open without it slowing down the entire web browser.
  • Gadget URLs – great that I can add them! BUT, once I’ve added a new one, it should really show up in a list of some sort! I mean, there is no way I’ll keep a separate list of URLs for adding to waves. (Taskboardy, Napkin gadget)
  • In a long wave – I have to be able to skip all old items and just see the new ones. Maybe I can, I don’t know – maybe it’s just the UI 😉
  • If you can’t speed up all of wave, then at least let me see WHAT I’M WRITING! Honestly, it’s cool to see stuff written real time – BUT as a viewer I’ll get annoyed if someone misspells due to not knowing how far he got in the sentence. And as a writer I get even more annoyed, since it’s not real time when you’re forcing me to think and write slower for the system to keep up 😛

I wanted wave to use it as a real time project tool in my small marketing team – but reality hit me and now I’m looking at traditional tools instead. No way to revolutionize the web, if you ask me!

 

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I am great at taking notes. I mean, really great… as in I do it thoroughly because that’s how I learn, but then I just leave ’em – used and forgotten.

But it dawned on me – a blog is there to use however I want! And a lot of my notes are about marketing stuff so it’s a pretty good match.

This is from a webinar that Avinash Kaushik held for Inbound Marketing University:

Disclaimer – the smart things are all Avinash’s, but he can’t be blamed for my way of dividing it, nor for all comments and examples.

Clickstream

Clickstream is HUGE amounts of data!
But the insight you can get from it is very limited.

So;

Clickstream                                What?
Multiple outcomes analysis        How much?
Experimentation & Testing        Why?
Voice of customer                      Why?
Competitive Intelligence            What else?
Insights                                     THAT’S the stuff!

Bounce rate

Check bounce rate of top pages, top referrals & fix those with the highest BR.

Good rules of thumb:

  • Landing Pages that correlate with search term!! ( Think: I don’t want to guess/Don’t make me think/Keep-It-Simple-Stupid)
  • No choosing country – IP recognition baby
  • If you have a blog you’re probably safe even at 80 %
  • If you have a site with more than 1 page – 25-30% is OK, over 50% = freak out!!

Analyzing

  1. Look beyond the top 10 of things. (Example: Rising & Falling keywords/pages)
  2. Segment data! (Example: Dept of visit >3 pages)
  3. Define goals (What pages in your site do you REALLY BADLY want people to look at)
  4. Think micro vs. macro conversions – you do want both, so measure them.

Added smartness

Learn to be wrong – Quick!

It’s not the recession, you just suck – Lisa Barone via Avinash Kaushik

10/90- rule = Spend 10 % on the tools, 90 % on the people
Because: Data is free – Effort & Imagination is NOT!

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