Who shows up for you?

Isn't it amazing when you have that group of people who are so loyal to your brand? They’re the ones who choose you over everyone else, sticking with you for the long haul. You know, the ones who talk about your brand without any financial incentive, almost like unofficial brand ambassadors.

If you have a database, you probably already have records of these champions. They’re the ones who call customer service not just to complain, but actually to help you improve. They’ll speak at length, giving valuable feedback on your site or even through a customer service line. You might not personally know these fans. But someone like Sarah, the telephonist at your company, might be on a first-name basis with them. There could be hundreds just like her who are passionate about what you do.

It's important to acknowledge these people. They aren’t just customers; they’re advocates who believe in what you do so much that they share it with others. Listening to their feedback can help you make meaningful improvements to your products or services. They offer insights that others might not, simply because they have a genuine interest in seeing your brand thrive.

Think about how you can further engage this group. Could you recognize their efforts more openly? Maybe even create exclusive channels for them to interact with you?

A small, loyal group can make a big difference in how your brand is perceived. They're an underrated asset, often providing insights to help shape the future of your company. So, when you find them, take care of them. They're invaluable.

Who’s always there?

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Is that personality even possible?

Sometimes, in branding, we get caught up in the details of crafting a brand's personality, aiming to make it as human-like as possible. That's not a bad thing, really. I'm a fan of this approach, too.

A well-defined brand personality gives life to the brand. It's essential for setting the tone, providing guidelines for communication, helping consumers relate to it, and attracting the right audience.

But here's a reminder - it's important to have some fun with it. Step back for a moment. Dig into your brand’s personality and ask - have you truly defined it clearly?

If your brand personality reads like a checklist with endless adjectives—credible, fun, creative, honest, trustworthy, innovative, trendy, modern, down-to-earth, classic, authoritative, serious—chances are, it's the result of a group trying not to offend each other. Or maybe someone was hesitant to make a bold choice.

If that sounds familiar, it might be time to re-evaluate. A genuine brand personality isn't just a list of traits. It's about capturing the essence of what your brand stands for and communicating it in a way that people can connect with.

Remember, your brand should feel authentic and relatable, not like it's been scripted by a committee. It’s okay to take bold steps and to be unique—even if it feels a little risky. After all, the most memorable brands are those that aren't afraid to stand out.

Does your brand suffers from personality disorder?

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What can make you better?

What if this year, you push your brand like never before? Imagine doing something bold that’s always been on your wishlist and shipping it faster than you ever thought possible. Just get it done. No hesitations.

When it comes to these leaps, fear is a common companion. But being a brand manager isn't about avoiding fear—it's about embracing it. Feel that vulnerability. Use it to drive your journey towards brand invincibility. Why? Because any great achievement is worth the risk to your reputation.

It's so easy to fall into a cycle of self-doubt, asking questions like "what if", "but", or "it's different". The real game-changer is when you switch your mindset to asking, "how?".

- How can you make this happen?

- How can you overcome obstacles?

- How can you turn potential failures into learning experiences?

Shifting your perspective in this way helps you take more decisive action. We know that the advertising world moves fast, and sometimes you just need to take bold steps to keep ahead.

So challenge yourself. Embrace the fear, feel the vulnerability, and aim for those amazing rewards that come with risk. We're always learning in this industry, so why not learn through doing something extraordinary for your brand today?

What can make you grow?

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How long should it live?

In the world of biology, apoptosis, or programmed cell death, is like the unsung hero. It keeps our body in balance. Having too much of it leads to atrophy, while too little can result in uncontrolled cell growth, like cancer. It's all about finding the right balance.

In marketing, honing a great campaign is a lot like understanding apoptosis. You need to know when to let certain elements go for better results.

Here are some insights on applying this concept to marketing:

- Know when to end a campaign. Not all need to run indefinitely. Sometimes, it's best to wrap things up when they're no longer effective.

- Identify outdated strategies. Marketing is always evolving. Clinging onto old methods might prevent you from trying new and more effective tactics.

- Be open to change. Don’t be afraid to make necessary adjustments. Learning to let go of what doesn't serve your goals opens space for fresh, engaging ideas.

Think of your marketing strategy like a living organism. Just like cells, every marketing element serves a purpose, but not all are meant to last forever.

Balancing what to keep and what to let go is key. It's not just about creating; it's about curating too. Learning when to make decisions can ensure the health of your marketing endeavors and keep them thriving.

Should you kill your campaign?

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Are you connecting?

Business can feel all too real sometimes, mostly because it's tied so closely to money. People often say money makes the world go around. But then again, others say love is what truly spins our planet. In the business world, it's when consumers love you enough to buy from you that money exchanges hands—and keeps everything moving.

But let's be honest—getting consumers to love your brand isn’t automatic. It’s like a courtship. So, how are you planning to woo them?

- Have you put together a thoughtful approach?

- Does your plan come off as too transactional?

If you only focus on the money, it’s a deal, not a commitment. In the long run, it won't last—they'll just be in it for the cash, not for a genuine connection with your brand.

It's really about building relationships, like in any good relationship, show you care. Maybe it means creating a community, listening to their feedback, or standing for causes that matter to them.

By infusing passion and sincerity rather than just focusing on quick wins, you grow something more meaningful. This kind of connection means consumers are more likely to stick with you—because they love what you stand for. And when love fills the gaps, the money will follow.

Are you just cashing in?

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Who are your fans?

The best advocates for your brand might just be the ones you don't even know by face.

Those loyal souls that stick with you for two decades, consistently choose you over competitors, and rave about you without any incentives? They're gold.

Here's the deal:

- If you have a database, dig into it. Find those names that keep popping up.

- If there's a regular caller chatting pleasantly with Sarah from customer service, pay attention. She's probably offering valuable insights on how to improve your service.

- They leave feedback on your website, share heartfelt stories, or subtly guide new customers your way.

Why are they important? They don’t need flashy ads or promises of rewards. They believe in your brand because it genuinely fits something in their life. Their feedback is honest, not solicited. And that’s pure.

Recognize these hidden gems, and as awkward as it might feel, cherish them. Let them know they matter. They’re like the companions who quietly cheer from the sidelines.

Invest in understanding them. Their loyalty might teach you more about your brand’s soul than any high-budget research ever could.

In the world of advertising, sometimes it’s these quiet heroes that show what true connection looks like. And that, my friends, is the heart of long-lasting success.

Are they called loyalists?

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Is the past haunting you?

Not every blast from the past is a win.

Digging into the past is like treasure hunting. It reveals gems and shows us what worked then. It's kind of like fashion, right? Trends come back and take the spotlight again.

But here's the thing - not everything can make a comeback.

Yeah, some stuff looks fresh and new again. But other stuff? When you try to bring it back, people just call it "vintage." It's not bad; it’s just rooted in nostalgia, like an old record that’s fun to play now and then.

- Some ideas have that timeless charm. They're the ones you can polish up and roll out again.

- Others? They belong in the past, and that's okay.

So before you bank on a past idea to be your next big thing, ask yourself:

1. Is it truly timeless, like denim jeans that keep coming back?

2. Or is it better left as a cool vintage find?

In our industry, it’s like recycling ad concepts. Some can become iconic, but others are just reminders of what was once trendy.

Look back, but don't get stuck. Appreciate the past, learn from it, and choose wisely what to bring into the present. Not everything that glitters is gold; sometimes, it’s just a nice memento from another time.

What will the future bring?

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