Saturday, October 18


Continuing my continuing series at Entrepreneur on positioning, this post talks about the biggest benefit:  focus.

Focus is critical to good marketing, and good business in general.

A focused positioning can help you get there.

Click here to give it a read.

What's your experience?  JIM.

Thursday, October 16

Starbucks Art

I talk about Starbucks a lot, not just because it's a personal brand fav of mine but because it's a classic example of a brand that has been able to infiltrate people's lives way beyond you'd ever imagine a product being able to do.  In this case coffee.

It's a powerhouse, benchmark brand.

First of all, when a brand can extend beyond it's functional benefit (caffeine to wake you up) to a much higher emotional benefit (being part of the community fabric), then you're onto something.

Second of all, when you can drop the product name from your logo and identity (i.e. coffee) and still be known better than ever, then you're onto the next level.  You've gone way beyond the product.

And then thirdly, when pop culture starts to play with who you are, extending who you are, celebrating who you are, then you've reached a level that very few brands ever attain.

Take a look at this artwork from an artist in Asia ... and what he's able to do with the Starbucks logo.

Amazing!  What's your experience?   JIM.

Wednesday, October 15

Biometrics T-Shirts

This week my agency is having its 5th Annual Digital Summit ... a global gathering of our Digital Innovation Group where we share knowledge, explore opportunities, and advance our collective capabilities.

It's one of the best things we do all year!

In his opening remarks, our Global Digital President presented a whole range of "new" technologies and emerging behaviors that we should note as digital marketing professionals.

One of the most interesting, to my eye anyway, was wearable biometric clothing.  It's not brand new technology, certainly, but it's fascinating to see new applications that are merging into our lifestyles.

Hexoskin makes a fitness shirt that tracks your breathing, respiration, and heart rate while you are exercising so that you can track your performance.  Or if you have a health issue, you can track your safety.  Wear it at night, it'll track your resting heart rate and sleeping positions.  You can read it all from your smart phone ... and listen to music while you are exercising.

Track your beats to the beat.

Cool.  I'm running to get one this weekend.

What's your experience?  JIM.

Raising the Emotional Benefit

I talk all the time about how brands need to deliver on an emotional benefit for their customers.  It's our job as marketers to go beyond the product features and show people how they should feel when they engage with our brand.

Here's an example from Sweden that I think highlights what it means to talk about your products, versus marketing a brand.

First up, a product story:

And how a brand took it to a different level:

See what I mean?  What's your experience?  JIM.