Minimize or Maximize?

Seth Godin tells of an encounter with bad marketing, at the Indian Embassy when trying to get a visa. He lists many ways to improve the attractiveness and easiness of travelling to India, then notes:

"My takeaway was this: the people in that building were way too nice and way too smart to not know the many ways they could fix this process. The problem is that this bureaucracy, like most bureaucracies, has an attitude of minimizing, not maximizing. They want to minimize expense, not maximize benefit. There isn't a single person there who has as part of his job, "change systems to increase the satisfaction of people we deal with." Nobody who is charged with, "increase revenue opportunities for us and for the people we work with." Or even, "employ more people in Delhi."

"Same thing happens at my village zoning board, at most schools, at many churches and even, believe it or not, at most businesses. It's not that difficult, but it requires a very different mindset."

Is your organization focused on maximizing or minimizing?

World's Top Brands

What do the world's top brands have in common?

A lot of customers!

And one reason is that most of these companies provide good experiences - they do their jobs well and make customers happy. You know what you are going to get from Google, and they do it well! And they are providing a service that people want.

NEW YORK (Reuters) - Google Inc. has knocked Microsoft Corp. from its perch as the world's top-ranked brand, according to findings released on Monday.

The rankings, compiled by market research firm Millward Brown, also put Google ahead of well-established brands like General Electric Co., No. 2; Coca-Cola Co., No. 4; Wal-Mart Stores, No. 7; and IBM, No. 9.

Some key factors seen this year in building brand recognition ranged from corporate responsibility to serving customers in emerging markets like Brazil and India, according to the study.

The top-ranked brand from a non-U.S.-based company was China Mobile, which dropped a spot but still came in at No. 5.

The rankings were based on publicly available financial data along with primary research, including interviews with a million consumers worldwide, Millward Brown said.

For Google, which ranked No. 7 a year ago, the jump to the top underscores how quickly the Web search leader has become an everyday name. The company uses relatively little advertising, instead relying on word-of-mouth promotion.

By contrast, Microsoft's slide down to third place from first comes even as the software company has been rolling out its new Windows Vista operating system with a massive global marketing blitz.

Eileen Campbell, global chief executive of Millward Brown, said the rankings showed "a blend of good business leadership, responsible financial management and powerful marketing ... can be leveraged to create and grow corporate wealth."

Some of the other big movers on the list included Apple Inc.. which rose 13 spots to No. 16 and Starbucks Corp., which rose 13 spots to No. 35. Those losing ground in the brand rankings included Intel Corp., Home Depot Inc. and Dell Inc.

The Brand Formula

GREAT advice from Seth Godin:

What's a brand?

I think it is the product of two things:

[Prediction of what to expect] times [emotional power of that expectation].

If I encounter a brand and I don't know what it means or does, it has zero power. If I have an expectation of what an organization will do for me, but I don't care about that, no power.

Fedex is a powerful brand because you always get what you expect, and the relief you get from their consistency is high.

AT&T is a weak brand because you almost never get what you expect, because they do so many different things and because the value of what they create has little emotional resonance (it sure used to though, when they did one thing, they did it perfectly and they were the only ones who could connect you).

The dangers of brand ubiquity are then obvious. When your brand is lots of things (like AOL became) then the expectations were all over the place and the emotional resonance started to fade. If the predictability of your brand starts to erode its emotional power (a restaurant that becomes boring) then you need to become predictable in your joyous unpredictability!

If you want to grow a valuable brand, my advice is to keep awareness close to zero among the people you're not ready for yet, and build the most predictable, emotional experience you can among those that care about you.

Living with lies

From World magazine, questioning Americans' acquiescence to media bias. Worth asking ourselves, what lies goes unquestioned in my everyday world? How do they affect me? How should I respond?

"why in the world do we keep listening to our nation's major media? Why do the nation's big newspapers, radio and television networks, and wire services keep getting a pass—when day after day and night after night they keep hurling king-sized lies our way? Just to remind us how gullible we all tend to be, here's a short list of where the big media regularly get it not just slightly skewed but exactly backwards. Here are seven Big Lies we all are subjected to virtually all the time:
"

Needed: Cultural Architects

Seth Godin's comments on this article remind us of the power of context. Great leaders create environments that empower people - helping them see possibilities and creating incentives to act on them.

"[World-class violinist plays for hours in a subway station, almost no one stops to listen]. The experiment just proved what we already know about context, permission and worldview. If your worldview is that music in the subway isn't worth your time, you're not going to notice when the music is better than usual (or when a famous violinist is playing). It doesn't match the story you tell yourself, so you ignore it. Without permission to get through to you, the marketer/violinist is invisible."

A Graphical Dissertation on America's Number One Song

Hilarious satire in the Village Voice, complete with Venn Diagrams and flowcharts:

"The most amazing line in 'This Is Why I'm Hot'—and, even at this early a juncture, quite possibly the most amazing line of any song to see release in 2007—is 'I'm hot 'cause I'm fly/You ain't 'cause you not.' Brutal and unassailable in its simplicity. Consider the reasoning, first, of just 'I'm hot 'cause I'm fly':

Mims is hot because he's fly. But it raises the question: Does being hot guarantee one's being fly? 'You ain't 'cause you not' would seem to clear that up:"

Redemptive Living

Through the year, magazines publish various lists of the best places to live and work. Who would ever choose to move to the worst place to live and work?

Yet isn't that what Jesus did by coming to earth?

This weekend, as Christians consider his sacrificial death and descent into Hell and subsequent victorious resurrection, perhaps some of us ought to be thinking of ways we could follow his footsteps - by descending into the most undesirable places instead of aspiring to the most desirable places, in order that we could also have some part in leading out some captives.

"According to the Apostles Creed, this day between Good Friday and Easter is when Jesus descended into hell. In December, 2001, I wrote in World about a similar survey of best places to live, and then profiled Christians who purposefully lived and worked in the lowest ranked cities. "

Triangulation

Sometimes offering a third choice makes a decision easier. It becomes a measuring stick to weigh the other two options. How do you offer choices? This from Seth Godin's blog:

"There are two wines for sale at dinner: $9 a bottle or $16 a bottle. Which one do you order?

Now, imagine that there are three, and the third is $34. Are you more likely to buy the $16 bottle now? Most people are.

Competition is almost always a good thing, and marketers can create it... or highlight it. "