by: Kathy Heasley | August 31st, 2010 | Category: Advertising, Branding, Business, Entrepreneur, Marketing, Social Media, Word-of-mouth marketing
A while back I asked the folks on Twitter to submit their biggest marketing problems. One tweeter wrote, “How do you convince the C-suite that word of mouth works, i.e. spending $ on customer gifts & special attention.” Well, getting support from the top is a problem most marketers can relate to, particularly if you work in old guard companies that haven’t seized new methods and ideas. What do you do? Read the rest of this entry »
by: Kathy Heasley | July 30th, 2010 | Category: Advertising, Branding, Business, Customer Service, Entrepreneur, Marketing, Moments, Social Media, Word-of-mouth marketing
Who says you can’t deliver a product or service from the heart no matter who you are, where you work or who you work for? Building a brand with heart starts one person, one day at a time. Meet this TSA (Transportation Safety Administration) worker. I met him passing through security on my way to give a speech on branding in London, England last month. There I was, standing in a long line, the lone American in a sea of foreign exchange students from Korea, parents and children from the countries of Europe, Asia and Africa and business people from South America, Australia and everywhere else in the world. My ears were filled with a collage of languages, few of them English. Read the rest of this entry »
by: Kathy Heasley | July 19th, 2010 | Category: Branding, Business, Customer Service, Entrepreneur, Marketing, Moments
Old Spice? Yes, if you are a baby boomer, Old Spice was your dad’s after shave lotion. It was of an era where masculinity was akin to images of the sea and the great courage of sailing tall ship vessels. Huh? For real…
Enter the 60′s when few mod girls wanted their guys smelling like their uncool “establishment” dads. And the 70′s disco era brought on designer fragrances like Pierre Cardin with its phallic-shaped bottle conjuring up images of bare-chested, disco-dancing John Travolta, not dear old dad.
Tough market. The 80′s and the 90′s weren’t any more friendly; Old Spice was what grandpa smelled like, not Rick Springfield or Kurt Cobain. Old Spice seemed dead in the water never to be resurrected again. Until…2010 and one of the most brilliant brand revivals ever staged. Maybe it is because most original Old Spice wearers are long gone, may they rest in peace. Or maybe it is the brilliance of branding–specifically writing and casting–that has put Old Spice back on the map. Whatever it it, a brand that seemed all but gone is back. Read the rest of this entry »
by: Kathy Heasley | July 19th, 2010 | Category: Advertising, Branding, Marketing, Social Media
by: Kathy Heasley | July 19th, 2010 | Category: Branding, Business, Marketing, Social Media
People may not say it out loud, but sometimes I know they are thinking it. What’s heart got to do with business? Especially when I’m talking with marketing directors or corporate VPs who have been trained to believe that great brands, and therefore great businesses, are built by the numbers. Well, there is no doubt that numbers in business are important. I’m a business owner; we track the numbers to be sure. But as a business owner, and a former employee of several companies, I know that the way to create a really great company—one that consistently delivers great numbers—is by making sure you are a company with heart. Don’t believe me? Read the rest of this entry »
by: Kathy Heasley | July 19th, 2010 | Category: Branding, Business, Entrepreneur, Marketing, Uncategorized
Because this is Tagline’s personal branding issue, this month’s “Brands from the Past” story is, of course, about a person: Luke Perry. You remember, Dylan McKay, the sensitive, dangerous heartthrob on “Beverly Hills 90210.” Those eyes, that voice, he stole every scene, and every girl’s heart on a weekly basis. Perry left the show in its sixth season to take on more dramatic roles. A smart move that likely saved him from the almost inevitable demise of a teen heartthrob brand. Since then, Read the rest of this entry »
by: Kathy Heasley | May 26th, 2010 | Category: Branding, Pop Culture, Special Features
Have you ever heard the quote from the legendary Eleanor Roosevelt: “Do one thing every day that scares you”? When you decide to embark upon becoming a brand, you won’t have to worry about achieving Eleanor’s milestone every day. Building yourself into a brand is not for the faint of heart. But it is well worth it. Having a brand is the prerequisite for building assets that work while you’re sleeping and generate income in the process. Unless you’re happy working for every dollar you earn, you might want to read on. The sooner you start building your brand, the sooner it will start generating cash for you. Here’s my formula: Read the rest of this entry »
by: Kathy Heasley | May 26th, 2010 | Category: Branding, Entrepreneur
Have you heard? You better go to the bathroom before you get on a RyanAir flight or have a little pocket change on hand. That’s right, the British budget airline brand is making headlines around the world as the carrier that is now charging for using the toilet. They will also be eliminating two out of three of their on-board facilities—replacing them with more seats—leaving one bathroom for up to 189 passengers. Guys, be sure to take your Flomax, and gals, well, never mind, you’ll probably be okay.
Can you believe any company, even one known for no-frills flying would want this kind of buzz associated with their brand when it could simply charge an extra pound or two per flight per passenger and be done with it? But that’s not all, RyanAir will be charging for carry-on bags too. I wonder what’s next. How much will a seat belt cost? Or a flotation device? Sorry no air for you until you cough up two euros for that oxygen mask. Read the rest of this entry »
by: Kathy Heasley | May 10th, 2010 | Category: Branding, Entrepreneur, Moments
Remember PF Flyers? Patented in 1933, Posture Foundation insole technology set a new standard in sneaker comfort. In 1937, BF Goodrich produced the first “PF Flyer.” These shoes changed the way we viewed sneakers for “work, relaxation and play!” They were icons of the 1950′s. They spearheaded the athlete/sneaker collaboration model we’re so used to today in 1958 with Boston Celtic’s superstar Bob Cousy. In the 1960′s, women could buy apparel made to specifically match their PF’s, and it was the standard shoe in the army. Children of the 60′s might remember the slogan, “PF Flyers help your run faster and jump higher!” They managed to make every kid want a pair or be deemed a “weirdo.”
The brand lost its way in the 1970′s. It was purchased by Converse in 1972, but later had to be sold off when the US government filed an antitrust suit claiming that if both companies combined they would have a monopoly for sneakers. Soon, instead of every kid needing a pair of PF Flyers, they needed a pair of Converse All-Stars. PF Flyers continued their downward slope until New Balance bought the rights to the brand in 2001 (which had been dormant since 1992) and resurrected it in 2003. Regardless of their roller coaster ride, movies like “The Sandlot” have given PF Flyers a permanent place in our modern culture.
PF Flyers are well on their way to making a comeback. They went back to the heart of their company and recently did an Archival Reissue re-launch of the most popular styles from the 50′s and 60′s. You can find PF Flyers anywhere from Zappos to Neiman Marcus. Will PF Flyers ever have the status they did in the 50′s and 60′s? Stay tuned…
What is branding? Heart & Mind® Branding.