The Power of Repetition.

May 7th, 2010 No comments »

In the book Advertising and the Mind of the Consumer, authors Max Sutherland and Alice Sylvester ask these questions – “Why is it so difficult to be introspective on advertising and how it influences us?” Their conclusion – as marketers, we too often look for the major effects of advertising – that super bowl ad that stays with us for a lifetime. That “ah ha” moment that makes an emotional connection with us as consumers. Not that making an emotional connection is bad, as marketers we all strive to do that with consumers. But, Max and Alice recommend that what we need to do as marketers is measure the more subtle effects of advertising, the minor effects that are not as obvious but are more characteristic of the way effective advertising works over time.

They equate the advertising process to watching our children grow up. As parents, we often don’t notice the physical growth that our children are going through each day. Occasionally though, over the course of a given year, we may notice small changes that are happening with them. The punch line – determining how much your child has grown in the last 24 hours is like evaluating the effect of being exposed to a single ad.

It is through the process and power of repetition, that small increments will add up over time. Eventually these repeated small increments can produce major perceived differences between brands and products in the minds of consumers. From day-to-day though, we are rarely aware of the process taking place.

Teaching philosophy – ask better questions and tell better stories.

April 27th, 2010 No comments »

A couple of months ago, I was speaking with Dr. Wally Metts who chairs the Department of Communications and Media at Spring Arbor University. He described his teaching philosophy this way – “To help students ask better questions and tell better stories.” I love that philosophy, and it pretty much sums up my role as a marketing professional – to ask great questions and tell great stories.

Incredible story on Urban Prep Charter Academy in Chicago.

March 14th, 2010 No comments »

On Friday night ABC World News ran an awesome story about Urban Prep Charter Academy in Chicago – www.urbanprep.org. The high school has been open for only 4 years, and all 107 students from their first graduating class have been accepted to college. As entering high school freshmen 4 years ago, only 4 percent of them could read at grade level. Here is a link to the story - http://bit.ly/azD0Y6

Leading and managing teams.

March 14th, 2010 No comments »

My life, my focus and my passion centers on this concept: that we can impact culture through the development of creative ideas and creative communications. While the road to developing creative solutions begins with passion, it also requires a rich set of skills, knowledge and unique experiences. In most cases though, if you want to change the world, if you want to impact culture in a positive way, it also requires a high functioning team of passionate, committed individuals, working together and moving forward together toward a common goal. I believe Margaret Mead’s quote sums it up pretty well:

“Never doubt that a small group of thoughtful, committed people can change the world. Indeed, it is the only thing that ever has.”

In my experiences in leading, managing and participating in teams, I’ve discovered a number of variables that lead to the success of a team. Below are five team attributes (from the book The Five Dysfunctions of a Team) that I have tried to use in some form or another in building and maintaining high performing teams.

1. TrustIn the context of the team, trust and confidence must exist around our intentions, our mission, our goals and objectives. We need to be willing to be vulnerable with each other, to be open to input and feedback from each other, and recognize that everyone on the team has something to contribute.

2. Constructive ConflictI believe that all strong teams and any good relationship for that matter, the ones that last over time, require constructive conflict in order to grow. This is true in marriage, parenthood, friendship, and the workplace as well as with high performing teams. Demonstrating and teaching the emotional intelligence to embrace opposing thoughts and constructive conflict is important to the health and productivity of the team.

3. CommitmentThere needs to be a common commitment to achieving the end goal. There needs to be clarity and buy-in from every member of the team. That doesn’t mean there is always consensus and certainty. However, at the end of the day, the team needs to be moving forward together toward that common commitment.

4. AccountabilityGoals and milestones need to be tracked, and the team needs to be willing to hold each other accountable for achieving those goals. We must hold each other to a higher standard.

5. Results OrientedWe need to embrace the collective results of the team. It should be an unrelenting, collaborative focus on specific objectives and clearly defined outcomes. The team needs to be achievement and results oriented as a team, not just as individuals.

Volkswagen demonstrates how to do cause marketing that works.

October 12th, 2009 No comments »

Through a series of short “social experiment” videos that were uploaded to YouTube, Volkswagen is demonstrating how to both positively impact their brand image and change the world at the same time. The concept behind the videos is that you can change peoples’ behavior for the better by making it fun. They call it the “Fun Theory.” One of their videos was viewed over 1.5 million times in 4 days. I see lots of applications for this in the educational arena from a marketing perspective and a social cause perspective. How about you? Check out more info at – http://bit.ly/43pIcO

Tribute to Hal and Arlene Dorf from Northern Michigan University.

October 7th, 2009 No comments »

P1050844Last week I had the opportunity to attend a special tribute event for Hal and Arlene Dorf at Northern Michigan University in Marquette, Michigan. Hal was a former professor of mine in the College of Business at NMU, and this event was put on to celebrate the impact that Hal had on students, staff and friends during his teaching career at NMU.

I am realizing as I get older, and occasionally reflect back on my own life, that there are key moments in my past when someone special came along that was able to change and reshape my life and my perspective on how I should live my life. The perfect person, the right person, the needed person at that right moment who had the ability to change the trajectory of my life in a very positive way. Hal and Arlene have been those influential, special people in my life. They both came along at a significant moment in my college career at NMU that changed me forever.

As a teacher, Hal lived the dream that all teachers wish to live when they start out their careers. He also represents the outcome that all teachers dream of having when they come to the end of their teaching careers. Educators want to make a positive difference in the lives of their students. They want to know that they’ve had that kind of impact. So, it’s especially nice to witness students returning to NMU after many years to show their gratitude and give moving testimonies about their experiences together and the inspiration this teacher, Mr. Dorf, has been for them. Hal has had a significant impact on so many students’ lives over the years, and I am just one of many.

There have been many times since graduating from NMU that I have been asked by different people to describe a teacher from my past (secondary or post secondary) that has had an impact on my life. And the teacher I describe first is Hal Dorf. What did Hal do for me? He gave me confidence. He challenged me to step outside of my comfort zone. He taught me about the world, and encouraged me to get out there and to see it, to experience it, and to live it firsthand. He inspired me. He taught me not just through words, he taught me through actions. He taught me how to be a better human being. He taught me grace. The lessons he taught me about thinking about and looking at the greater picture beyond our little corner of the world are ones that Tiffany (my wife) and I are now giving to our children. So Hal’s influential message is far-reaching beyond the lives of those of us who had the honor of being his students. We are extending that message to our families, our own students and clients, our co-workers and our friends.

Hal and Arlene, on behalf of my entire family – my wife Tiffany, my daughter Lauren and my son Brian – thank you for being there for us and for me. Thank you for living a life of impact on so many.

Be Resourceful With Less.

September 4th, 2009 No comments »

rutherford“The most resourceful people I’ve met around the world are usually the ones who have the least.” – Sir Ernest Rutherford

Tony H. (CEO of Zappos) on Twittering.

August 26th, 2009 No comments »

“Think of each tweet as a dot on a piece of paper. Any single tweet, just like any single dot, by itself can be insignificant and meaningless. But, if over time, you end up with a lot of tweets, it’s like having a lot of dots drawn on a piece of paper. Eventually there are enough dots for your followers to connect them together. And if you connect the dots, in the aggregate it paints a picture of you and/or your company, and it’s that total picture that is your brand.” – Tony Hsieh, CEO of Zappos

Live Storytelling.

August 20th, 2009 2 comments »
3224641_thumbnailThe Moth Radio Hour (true stories told live) http://www.themoth.org is an awesome new show that I heard this weekend on NPR.  You can check out the 5 pilot shows @ http://bit.ly/3HHEL3.  The concept is to feature true stories told live on stage without scripts, notes, props, or accompaniment. 

Great marketing and advertising is about telling stories that people will want to listen to, stories that will capture their hearts and minds.  The Moth Radio Hour and website could give you some key insights on how to do that authentically, how to be real in the art of storytelling.

Going Big.

August 18th, 2009 No comments »

iStock_000004361122LargeThis week’s theme on the radio show “This American Life” www.thisamericanlife.org is about “Going Big.”  Ira Glass, the host of the show, profiles three stories about people and programs that take grand, sweeping approaches to solving problems.

The first story is about the Harlem Children’s Zone www.hcz.org and the goal to address poverty through early childhood education in Harlem.  The scope of this program is to reach almost every child living in 97 inner city blocks within Harlem – that’s around 10,000 kids.  One of the BHAGS (Big Hairy Audacious Goals) is to make sure that every child graduates from high school and college – that is awesome!

The core of this program is to get young Harlem parents to attend Baby College.  Why, because scientist have concluded that the most effective time to intervene in the lives of economically challenged kids is between the ages of 0-3.  And the best people to intervene are their parents.

One of the things that they teach parents during Baby College is that a key factor in determining your child’s success later in school is tied to language.  The sheer number of words that you speak and read to your child between the ages of 0-3 has a profound impact on their future success in school.

If you want to learn more about the Harlem Children’s Zone you can also read the book – Whatever It takes: Geoffrey Canada’s Quest to Change Harlem and America – http://bit.ly/k3MfE.