BrandingWire: Auto Dealers

August 6, 2007


This month's BrandingWire challenge was local auto dealers.  I'm anxious to read what my colleagues have to say on this one.  As you'll read, I think the situation is beyond what marketing alone can heal.

I'm usually the first guy who will champion a concentrated, consistent effort to re-brand or re-market a company that has gone astray.  But I have to tell you, I don't think auto dealerships stand a chance. 

Why not?

Way too many years of high-pressure sales, the goofy "I have to go talk to my manager" game, selling vaporware in the form of extended warranties and in general sleazy tactics and employees.

Bottom line – we don't trust you.  Any time someone walks into a car dealership, they expect to be tricked and taken.

Here's a marketing/branding truth.  Without trust, you've got nothing. 

No marketing program or branding campaign can save you or change the fact that on just about any survey given, cars sales people rank as the least trustworthy profession.

There are just some things marketing can't solve.  This is an operations issue.  Saturn had the right idea.  They changed the way cars were sold.

The internet has stripped you of much of your mystique and ability to con buyers.  But instead of recognizing that it's a new day, you've just clung even tighter to the tactics that still work.  It's time to actually change.

People need cars.  They have to buy them somewhere.  So be the first one in your community to truly change the way you do business.   I'm not talking about a superficial change.  Or a bait and switch sort of change.  Because that's what we expect.  So surprise us.  This isn't spin; this is revolutionizing your industry.

  • Be transparent with your costs.  Show us the invoice because anything less and we won't believe you.
  • Set a standard mark-up for every vehicle on your lot.  We don't deny you need to make money.  We just want it to be fully disclosed and fair.
  • Stop compensating your sales force with commission.  Pay them a flat fee for every car sale.  As long as they are paid more to trick us into paying more – we can't win.
  • No dickering, dealing or game playing.  Set a price and live with it.
  • Use an independent source for trade-in values. Nothing you can do here is going to make us feel like we got a fair deal.  So pay some of the area's auto repair shops that have a strong local reputation a flat fee for assessing trade in values.
  • Let us take any used car off the lot and have it evaluated by an independent expert.  If we choose to buy the car, reimburse us for the evaluation.

Right now, every facet of your business is set up to make the buying experience an adversarial one.  Until that changes, nothing else really can.

Be the first to re-invent how your industry gets compensated and then celebrate that.  Go out of your way to make sure the consumer gets the best deal possible and then celebrate that.  Turn your sales force into customer advocates and then celebrate that.

Own the brand position of being different from every other car dealership out there and you will have more customers than you can handle.  Otherwise…just run another Summer Sizzlin' Sales campaign and it's business as usual.

Until your competition decides that they're the ones who are going to actually change.

Check out what the rest of the BrandingWire posse had to say and get more high-voltage ideas at

    Olivier Blanchard
    Becky Carroll
    Derrick Daye
    Kevin Dugan
    Lewis Green
    Ann Handley
    Gavin Heaton
    Martin Jelsema
    Valeria Maltoni
    Drew McLellan
    Patrick Schaber
    Steve Woodruff

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What marketing advice would you pack into a solo sentence?

July 30, 2007

1 You've got a lifetime of marketing smarts.  You're asked for your best bit of wisdom.  You take a deep breath because you've got a lot to say.

Whoa there.

Do it in a sentence.

That was the request that Matt McDonald made of me and some other marketing bloggers.  Before you hit the link and see what Seth, Guy and some others had to say — answer it here for all of us.

In a single sentence — what's  your best dose of marketing wisdom?

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The Age of Conversation is off and running!

July 17, 2007

Conversation_cover 103 authors from 10 different countries across the globe  One theme.  103 different perspectives and insights.  That's the Age of Conversation.  And it's on sale right now

Lots of smarts.  And lots of heart.  All the proceeds will be donated to Variety, The Children's Charity.

In 48 hours, we have sold 382 copies and made $3,071.91 for the charity.  Now that's news worth spreading!  Our goal for this project is $10,000. 

In the coming weeks, I hope you're going to hear a lot more about this book and the insights contained between the covers.  I also hope you'll be following along with your own copy of The Age of Conversation.

Read about the book's launch here and here and here….UPDATED!

Social Computing
Media Post's Marketing Daily
Media Daily News
Marketing Profs Daily Fix
Fast Company
Des Moines Register

Stay tuned for updates here!

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Age of Conversation collaboration doesn’t end with the writing

July 15, 2007

Conversation_cover As we inch towards the official launch of the Age of Conversation tomorrow morning, I'm struck by the enormity of the project.  When Gavin and I conceived it, it was a bit of a "jump and THEN look to see if there's water in the pool" adventure.  But along the way, many people have stepped up to take on part of the load or to create a new aspect of the book.

This is my thank you note (otherwise, my mom gets very uptight) to all of them.  If I've missed someone, I apologize and would love to update my list.

The authors.  Without them, as we said in the very beginning, the book is just Gavin and myself.  While Gav's pretty entertaining and smart, I think adding the other 101 was very good thinking on our part.

Many of them have already posted about the book several times — driving more authors in the beginning and now, more sales.

Some early buzzArun Rajagopal took time to visit every author's blog and give us an introduction to their work and the person behind that work.

The dedication. Thanks to CK for allowing us to dedicate the book to her momma, a woman who understood the power and responsibility of conversations long before it was the rage.

The mapMatt Dickman gave up a lot of free time to create a google map (it's included in the book) of all the authors' locations.

The cover. David Armano brought his vast skills to bear on capturing the essence of the book.

The printerRoger Anderson gave Gavin and I a "behind the scenes" tutorial on printing options and was very willing to get his hands dirty in the process.  He saved us a ton of time and heartache.

The official buzz.  One of the great things about writing a book with marketing people is there are lots of people with skills you can use.  David Reich has been a preeminent PR pro (say that 5 times fast) for years.  He wrote releases, made pitch calls, scored AdAge and other media's attention and is working with all the authors to identify who in their local market to pitch.

And of course….my biggest and deepest thanks to my friend Gavin Heaton.  He is about as rock solid of a human being as I have ever met.  He's brilliant, warm, giving and never got ruffled by any of the ruckus and workload that Age of Conversation brought along with all the good stuff.  I am honored to know and partner with him.  I lucked out.

Thanks to everyone who is a part of this in any way.  I'm honored to be in this with you.

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Get a sneak peek at the Age of Conversation cover!

July 8, 2007

BadgeWe're only a week away so we decided to give you a glimpse at the Age of Conversation cover.  Cool, eh?

There's a little more copy on the real cover but this gives you the main idea.

Believe it or not, a few months ago Gavin & I hadn't even conceived the idea for the Age of Conversation.  A glimmer of a blog post/comment, over 100 enthusiastic and smart writers and voila…the book began to take shape.

Originally, we were just going to produce an e-book but it soon became clear that there was a significant demand for paperback and hardback books as well.  So…you will have your choice!

One key fact has not changed. 

All proceeds from all book sales will be donated to Variety, the Children's Charity.  We'll also be setting up a way for people to donate more than the of the book price, if they choose to.  We'll be designating the funds to the native countries of our authors.

Read about the book's originMarvel at the author listLearn about the book's dedication. Pull out your wallet and get ready to revel in some excellent writing.

Here are the particulars…

Launch date:  Monday, July 16th


Hardbacks $29.99
Paperbacks $16.95
E-book $9.99

Watch this blog (and all the other authors' blogs) for more details and a link to the Age of Conversation store on Monday, July 16th!

We hope you love this book because we've decided we're going to do it all again (new topic) next year!  If you missed out on authoring a chapter, be sure to let us know if you want in for the next edition.

Special thanks to David Armano for the cover design.

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BrandingWire: Play along on round #2

July 7, 2007


Last month, we launched BrandingWire with our team focusing on a local coffee shop.  Each month, we focus our creative bandwidth on a particular branding challenge or topic, and collectively give our perspectives on how we’d apply best branding practices.

This Monday July 9th, we will launch July's edition.  Our focus is Estes Park, Colorado.  Be sure to check out each BrandingWire perspective.

My BrandingWire brethren & sisters are:

    Olivier Blanchard
    Becky Carroll
    Derrick Daye
    Kevin Dugan
    Lewis Green
    Ann Handley
    Gavin Heaton
    Martin Jelsema
    Valeria Maltoni
    Drew McLellan
    Patrick Schaber
    Steve Woodruff

Grab the same background the BrandingWire team is working with and join in the fun.

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Thank you for joining in the choir!

June 29, 2007

Picture_1 Ever since I was a kid, I have loved a great church choir.  You know the kind I mean.  They shout and stomp and clap and sing and rock out the house.  Every single singer brings something to the party.  They bring their passion, and their belief and their energy.

That’s how I feel about all of you.  The people who read this blog.  The people who take the time to turn the monologue into a conversation.  The commenters.  I told you when I hit 1,000 comments that "the comments are the interaction.  The comments are the conversation.  The comments are why I blog."

Last week, we crossed the threshold to 2,000 comments.  Together.  Roberta Rosenberg, the Copywriting Maven left the fateful 2,000th thought and as is now my tradition, I have invited her to write a guest post which will be coming shortly.

My blog will be 10 months old in another week or so.  I’ve made lots of mistakes.  I’ve done a few things I’m pretty proud of.  But nothing means more to me than the fact that you keep coming back.  And talking back.

Thank you to all commenters, including the following:

Aaron M. Potts, Adam Kayce, Adam Steen, Adrian Lee, Adriana, Al, Aldian Prakoso, Alex Bellinger, Alvin Borromeo, Amy, Amy HVG, Andrew Clark, Andy Beard, Andy Brudtkuhl, Andy Drish, Ann Handley, ann michael, Anna Farmery, Anne Simons, Art Dinkin, basketer, Becky, Becky Carroll, Becky McCray, Becky-Joe, Beth, Bob Glaza, Bob LeDrew, Brett Duncan, Brett Rogers, Brett TroutBrian Clark, Bryan Person, C. B. Whittemore, Cam Beck, Caroline Melberg, Carolyn Manning, Char, Charles Brown, Charlie, Charlie, Chris Brown, Chris Clarke, Chris Cree, chris gribble, Chris Kieff, Chris Punke, CK, Christopher, Trottier, Chuck, Claire Celsi, Claire Walter, Connie Reece, Copywriting Services, Cord Silverstein, Cory Garrison, Craig Harper, Dan, Dan Scwabel, Darren, David Airey, David Armano, David Berkowitz, David Brazeal, David Dalka, David Koopmans, David Meerman Scott, David Reich, Dawud Miracle, Delaney Kirk, Dennis Bjørn Petersen, Derek Tutschulte, Donna Konley, DotMySpot, Doug, Doug Karr, Doug Meacham, Douglas Mitchell, Dustin Jacobsen, Easton Ellsworth, Elizabeth Anderson, Elizabeth, Elizabeth Saunders, Eric Brown, Erin Blaskie, Fran, Gavin Heaton, gianandrea facchini, Graham HillGuy Kawasaki, Hannah, Heather Gallegos, Helen, Howie, Irene, Jaap Steinvoorte, Jack Hayhow, Jackie Cameron, Jackie Shervington, Jake Nudge, Jamie Shiels, Jane, Jane Greer, Janet Green, Janice, Jaynie, Jeff, Jeff Morris, Jennifer Espeland, Jessica Colleen, Jeremy, Jim Durbin, Jim Kukral, Jim Lane, Jim Tobin, Jim D Walton, Joan Schramm, Joe Raasch, John, John Dawson, Kami Huyse, Kammie K., Katie Cummings, Katie Konrath, Kevin Dugan, Kevin Hillstrom, Kim Klaver, Kirsten Harrell,, Kristin Gorski, Larry Lehmer, Leesa Barnes, Leslie Tane, Lewis Green, Lisa, Liz Strauss, Lord Matt, Lori Grant, Lori Magno, Mack Collier, Madena M Burman, Marie, Mario Sundar, Mario Vellandi, Mark Goren, Mark True, Martin Jellsema, Mary Schmidt, Matt Dickman, Matt Hamilton, Matt Heverkamp, Michael Libbie, Michael Morton, Michael Wagner, Mike Pearce, Mike Sigers, Mike Sansone, Mike Smock, mindblob, mitch matthews, Nathan, Nancy, Nancy, Neil Sanderson, Nicholas GillNick Darling, Nick Rice, Nikole Gipps, Pat McGraw, Patrick, Patrick Schaber, Paul Enderson, Paul McEnany, Pete Deutschman, Phil Gerbyshak, Ray Edwards, rishi, Roberta Rosenberg, Robert Hruzek, Robyn McMaster, Roger Anderson, Roger von Oech, Rosa Say, Rush Nigut, Ryan Barrett, Ryan Healy, Ryan Karpeles, Sacrum, Sam Beckwith, Sandy Renshaw, Scott Monty, Scott Townsend, Sean Carter, Sean Howard, Sean Woodruff, Seth Godin, Sham, Sharon Sarmiento, Shaping Youth, Sherry Borzo, Simon, Stephanie Weaver, Stephen Denny, Ste ve Farber, Steve Harper, Steve Miller, Steve  Roesler, Steve Sisler, Steve Woodruff, Susan Gunelius, Susan F. Heywood, Susan Martin, Susan Weiner, Sustainable is Good, T.J., Terra Anderson, Terry Starbucker, Thomas R. Clifford, Tim Jackson, Timothy L Johnson, Toby Bloomberg, Todd And, Tom Guarriello, Tom Swartwood, Tom Vander Well, Tony D. Clark, Tshombe, Uwe Hook, V. Michael Santoro, Valeria Maltoni, Vernon Lun

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Help me build a new blogger toolbox

June 24, 2007

Blogtoolbox As fresh faces leap into the blogging waters faster than we can count them, it occurred to me that it’s in everyone’s best interest (and just good manners) to offer a helping hand to the neophytes.  We’re helping clients launch blogs on a regular basis and for many of them, these is new territory.

But I need your help.  Someone helped you…now it’s our turn!

I’m going to compile a master list/separate blogroll of blog sites that a new blogger should visit, explore and study.  Here are my thoughts on how this might work.  (Think of this as an evolution of the z-list)

1) Anyone who is interested, create a post listing a few blog sites (and maybe give a word or two as to how you’d categorize them) that:

  • Are chock full of practical tips
  • Act as a living lab on how to write compelling blog posts
  • Demonstrate how to build a community
  • Teach marketing tools
  • Are welcome wagons – bloggers who spotlight newbies

2) If you want, use the photo above as the graphic – great, gotta love consistency

3) Link back to this post, so I can find yours and add it to the master list

4) If you think its of value to your readers — why not grab the list before yours and just top it off with your new additions

5) Encourage your readers to do #1-4

Okay, I’ll kick off the list with these…

New Bloggers Toolbox

CK’s blog (compelling blog post examples)
Viral Garden  (demonstrate how to build a community)
Lonely Marketer (teach marketing tools)
Successful & Outstanding Blogs (bloggers who spotlight newbies)

This is not a “if you’re tagged, jump in” sort of thing.  If you know of some great resources…jump in.  If you got named — please, by all means jump in too!

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Got a brain cramp?

June 17, 2007

Braincramp Robyn McMaster over at Brain Based Biz asked the question – what would you suggest to overcome a brain cramp?

Let me answer that by way of a short story.

When I was a kid, I used to wake up in the middle of the night, yelling for my mom and grabbing the calf of my leg, which was knotted in a spasm.

My mom called them growing pains. (Turns out that’s not quite accurate…but it sounded good at the time.) The pain was incredible and the more I moved…the more my leg knotted up.  My mom would have to calm me down and have me hold very still.  She’d tell me a story so I’d focus on that and then, she’d slowly rub the knot out enough that I could walk around on it.

I can remember the first time she suggested walking on it.  I thought she was insane.  But she was right…I needed to work out the knot by getting back up on the leg.

Sometimes as adults we get brain cramps.  Same knotted feeling.  We usually cramp up when we’re faced with a new truth.  Or maybe a truth we don’t really want to see or isn’t playing out the way we want it to.

That happens at MMG all the time. Many times, what we recommend or what we uncover during our branding process isn’t what the client expected – and they cramp up.

So just like my mom helped me, it’s my job to help undo the knots.  And just like my mom, I use stories to quiet the clients and help them understand.  I love analogies – I find them to be incredibly effective in taking the abstract and making it tangible.  After I’ve told our client a story or two and have them slowly nodding, I know I need to get them to try out the new ideas.  They need to walk around on the fresh thoughts and see how they hold up.

They don’t want to do it.  It seems counter-intuitive.  They want to protect the status quo.  But my role is to encourage them to slowly stand up and test the new ideas by walking on them for a bit.

Many times, after they take the risk — they are surprised by their reaction.  They see new possibilities.  They get fresh perspective.  They were ready to take the next step all along.

So what’s my prescription for overcoming a brain cramp? 

First, don’t panic.  Breathe deeply.  Focus on something else.  Then, go ahead and look at what has you cramped up.  Is it possible that it might not be all bad?  Try to understand it from a different point of view.  Maybe use analogies to help grasp the key points.

Then…test drive the new ideas.  Slowly at first.  Sure, it’s going to be uncomfortable.  It’s new territory.  But walk around on them a  little.  See if maybe they take you to a different and new place. 

Maybe even a place you didn’t think you could reach.

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BrandingWire: The Coffee Shop

June 11, 2007



Welcome to the first monthly installment of BrandingWire.  For the first month, we are using a fictitious local coffee shop chain as a case study.  If you are or know of a company that would like the posse at BrandingWire to tackle a challenge, let one of us know.  Your idea may get chosen for a future BrandingWire feature!

Coffee3_2 The challenge (in a nutshell):

Small, family owned coffee company in mid-America.  They have a few retail stores, roast their own beans on site, kind of country-funky décor.  They’ve got a strong local following but nothing beyond that geography, in terms of business awareness and/or traffic. They’re reasonably profitable and have good cash flow.

They have a bad name and bad tagline (great coffee at great prices!) and no distinctive visual pieces/brand.

They want to grow but are not sure how/in what direction. Competition is closing in.

My response: 

It’s incredibly tempting to simply prescribe a solution.  That’s one of the biggest dangers facing marketing professionals.  It’s very seductive to just make one of the following assumptions at the outset:

We are the audience – "I hang out at a coffee shop so I must be just like their customers."

We know who the audience is – "I get the coffee shop people. They’re all yuppies who want…"

This is just like another project we worked on – "when we did the re-branding for the salad dressings, we…"

Are there kernels of truth in all the statements above?  Most likely, yes.  But do we know enough to make sweeping recommendations?  Nope.  And if we do, we’re going to get it wrong.  Even if we’re partially right.

So where do we go from here?

Really, this is three very different challenges:

Branding – how should this coffee shop differentiate themselves from their competition?

Marketing – how should they spread the word, increase traffic and demand for their products/services?

Growth Strategy – in what directions (more stores, customer loyalty/ambassador clubs, online sales of coffee beans, adding food/catering, coffee tasting – like wine tastings, coffee region tours etc) should the store owners take the business to create sustainable growth?

Just from a manageability point of view, I am only going to address the first of the three, because I’d like to go deep, rather than scratch the surface of all three.  And I suspect this is already going to be my longest post of all time!  Normally I’d break this up into a series, but…bear with me and the length.  Hopefully it will be worth it.

I wrestled with how to approach this branding challenge for quite a bit.  I could make some assumptions (even sharing what they are) and propose a solution.  But that’s not how my agency or my brain works.  And I don’t think the readers of this blog (and the BrandingWire site) will gain as much from my guesses as they will from an abbreviated version of what we’d really do if a prospect like this walked in the door.

Just a quick refresher from my post a couple weeks ago.

A brand is a unified, singular understanding of what an organization is about and how it is unique from the key audiences’ points of view.  In English – it’s why a potential client or employee would choose you over your competitor.  What makes you stand out from the rest? What’s it like to do business with you?  How do they experience you?

It is you standing up, hand on heart and making a promise.  And then keeping that promise.

A brand is like a three-legged stool. The three legs are:

   1. The company’s vision of the brand
   2. The consumers’ vision of the brand
   3. Where your brand sits in the marketplace

At MMG, we help a client discover their brand so they can create a love affair with their customers. To do that, we ask questions.  Lots of questions.  (Naturally, I’m only going to scratch the surface but you’ll get the idea.)

So let’s identify some questions that will help the coffee shop hone in on all three legs of their stool.  Keep in mind we engage a client’s internal branding team in 20-25 hours of questions, exercises and exploration to help them discover their brand.  But, this is a good sampling.

We’d ask the coffee shop owners to form an internal branding team that would work with us throughout the process.  The branding team must include everyone at the C-level and then a member from each department or area of the shop.  So it might be a bean roaster, a clerk, a barista, a bean buyer, etc.  The key is to have all aspects of the shop represented.

Coffee2_2 From the coffee shop owner’s POV:

Of all the businesses you could have started, you chose the coffee shop business.  Why?  What appealed to you?  Is it what still appeals to you?

If you closed your business today, what "hole" would be left in your marketplace?  What wouldn’t people be able to get/do?

Do you help your customers do or achieve or get something that they wouldn’t be able to accomplish without your help?

Make a list of 2-3 core reasons for being.  Why you exist and what unique role you play in the marketplace.  (Don’t be surprised or frustrated if you can’t answer this.  Most often it needs to be discovered.)

What kinds of promises do you already make to your customers?  Are they related to:

  • Pricing
  • How you’ll deliver your product/services
  • Product (quality, quantity, variety etc.)
  • Environment (what the shop/experience is like)
  • Something else?

What do you hope every customers walks out knowing/feeling?

What are 3-5 things your customers have asked for/if you did in the past 6 months?  (i.e. coffee tasting events – like wine tasting events)

If money/time were no object – how would you change/add to the customer experience in your current shops?  What do you wish you could do different?

What three things are you most proud of, in terms of your business?

If your business were a person, how would you describe its personality?  Give us five different adjectives. (Serious?  Warm?  Informed? Etc.)

Coffee1_2 From the customers’ POV:

The ideal way to find these answers is t o spend time interviewing the coffee shop’s customers, one by one.  This interview technique is preferable if you are looking for qualitative data – impressions, feelings, reactions, preferences, frustrations etc.

We’d ask for a cross section of customers, both in terms of frequency of visits and demo/psychographics. What we’re looking for are trends and recurring themes.

Where did you go to get coffee before going to the client’s coffee shop?

Why did you switch?

What did you expect (both good and bad) the first time you walked into the coffee shop?  Did they meet those expectations?

How often do you visit the coffee shop? 

When you are there, do you go in?  Drive thru?  How long do you stay?

What do you do when you’re there?  Are you usually there alone?

What do you love (and yes…that’s the word we’d use) most about the coffee shop?

What do you tolerate because you love the place?

Do you consider the coffee shop "your" coffee shop?

If you owned the shop, what would you do differently?  What new products/services would you offer?  What would you take away or stop doing?

What five words would you use to describe this coffee shop?

If the shop were ten miles further away, would you still be a customer?

If someone moved into your neighborhood and asked you about local merchants, would you tell them about this store?

If someone had never visited the store and asked you about it – what would you say?

Coffee4 The marketplace that impacts the coffee shop:

This is about two different aspects of the marketplace.  First…who else is out there and what is their claim to fame?  How do they brand themselves and how well do they do it?  Keep in mind that competitors not only include other coffee shops but other places people gather, other places people buy drinks etc.  The competition that most people forget is the choice to do nothing.  To make coffee at home. 

The second aspect of this focus is to answer the question — what’s not there?  Think of the marketplace as a topographical map.  Any brand position successfully occupied by a competitor is raised on the map.  Where are the flat spots?  What needs are not being met?  Here’s the toughest question – what need that hasn’t yet been identified as a need, is not being met?

We can gather much of this information through observation.  Visit the competitors and do some secret shopping.  Check out websites.  Clip ads. 

Surveying the marketplace is a powerful and quantitative balance to these observations.  Be sure that your questions measure not only how the competitors position themselves in the marketplace but if the consumers buy the positioning.  Just because they say it, doesn’t mean their actions confirm it.  In other words, I can tell you that I’m a duck.  But, you may not believe it.  My actions and choices might suggest I am more of a penguin and you probably see me as that way.

Letting the answers be your answer

By asking all of the questions and sorting and sifting through the answers, the brand reveals itself.  It will reflect the coffee shop owner’s heart and soul.  It will represent something the employees and customers recognize and know is authentic and true because they’ve experienced it, even if they couldn’t describe or identify it before.  It will be something that the marketplace is hungry for, whether they know it or not.

And from that sold foundation, the marketing and growth strategies can build.

BrandingWire is a collaborative of high-voltage marketing experts with a wide variety of branding, marketing, PR and communications skills. The pundits of BrandingWire not only maintain individual content-loaded blogs, but also have banded together to collaboratively offer perspectives and commentary on a variety of branding themes.

Each month, we focus our creative bandwidth on a particular branding challenge or topic, and collectively give our perspectives on how we’d apply best branding practices. So tune in, early each month, for the newest jolt from the BrandingWire team!  Contrast and compare our responses to this month’s branding challenge.

The posse:

    Olivier Blanchard
    Becky Carroll
    Derrick Daye
    Kevin Dugan
    Lewis Green
    Ann Handley
    Gavin Heaton
    Martin Jelsema
    Valeria Maltoni
    Drew McLellan
    Patrick Schaber
    Steve Woodruff

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