by tradesmeninsights | Oct 25, 2019 | Public Relations, Tradesmen Insights
Following is a guest post from our friends over at Long & Short of It, masters of ideation, customer insights and market research. They like to say they “dig and find lots of data and then turn it into actionable insights.”
MOST COMPANIES HAVE A SET OF VALUES. MOST OF THESE STATED VALUES ARE GENERIC AND QUITE FRANKLY, MEANINGLESS.
Take this test. Pull out a copy of your organization’s values – remove your company name and logo from it. Replace it with another company name. Does it work for them? Could it apply to that company? If so, then your company values are not distinct enough to have meaning and value. A company like a person needs to have unique values similar to your personal values which cannot easily be shared by anyone else. This is important because the culture of your company is a reflection of what the company values – it guides employee behavior and decision making. The more generic the values, the more difficult it is for employees to know what to do or how to represent the company that is in alignment with the culture. 
For example, here are the values of a company:
Communication – We have an obligation to communicate. Here, we take the time to talk with one another… and to listen. We believe that information is meant to move and that information moves people.
Respect – We treat others as we would like to be treated ourselves. We do not tolerate abusive or disrespectful treatment.
Integrity – We work with customers and prospects openly, honestly, and sincerely. When we say we will do something, we will do it; when we say we cannot or will not do something, then we won’t do it.
Excellence– We are satisfied with nothing less than the very best in everything we do. We will continue to raise the bar for everyone. The great fun here will be for all of us to discover just how good we can really be. (more…)
by tradesmeninsights | May 23, 2019 | Tradesmen Insights
Following is a guest post from our friends over at Long & Short of It, masters of ideation, customer insights and market research. They like to say they “dig and find lots of data and then turn it into actionable insights.” Here are their insights on the logo’s role in the brand platform.
Recently we received an email from a friend who asked for feedback on his new “brand.” He sent us his logo. We wanted to scream, your brand is more than your logo!
Having a unique and memorable logo that can last the test of time is important. What’s more important is what stands behind it. Otherwise, it’s just another pretty design.
Part of your brand is what you say about your company. But predominantly, your brand is every experience your target audience has with your company.
But where does the logo fit into that? The logo is part of your visual identity which also includes colors, fonts, image style, etc. It’s the face of your brand, it’s what people see. But as anyone running a successful business knows, there is more to it than what people see. It’s all the reasons why a customer buys something in the first place and then keeps coming back for more. (more…)
by Sonnhalter | May 10, 2017 | Marketing Tips
By Chris Ilcin, Account Superintendent, Sonnhalter
Brand/Content Marketing and all the other buzzwords are irrelevant.
I just finished reading a great article from the Virgin website.
But first an apology on behalf of the entire marketing industry…
We’re sorry for all the buzzwords. Really.
For years you’ve heard “content marketing” and “be your brand” and many other latest fads bandied about in meetings. In fact, at one previous employer, we had bingo sheets we’d take into the conference room to see how quickly we could achieve “product/end user integration,” “ROI” or anything else “at the end of the day.”
But really, all those words boil down to what the article highlights: Be a Storyteller (more…)
by Sonnhalter | May 3, 2017 | Marketing Tips
By Chris Ilcin, Account Superintendent, Sonnhalter
Pepsi recently had a severe digital flogging for a tone-deaf ad featuring Kendall Jenner and the evidently crisis-averting powers of their soda. From late night hosts and live shows in New York to TV pundits and seemingly everyone with a social media account, the multi-national corporation has been the punchline of many a joke.
Obviously there are a lot of lessons to be learned and cautionary tales aplenty. But for me, the main lesson in all of this comes down to:
Don’t try to be your brand. Have your brand be who you are.
What’s that mean? (more…)
by tradesmeninsights | Oct 25, 2016 | Marketing Tips
By Chris Ilcin, Account Superintendent, Sonnhalter
I’m addicted to TEDTalks. If you don’t know what they are, here’s a primer from their website.
“TED is a nonprofit devoted to spreading ideas, usually in the form of short, powerful talks (18 minutes or less). TED began in 1984 as a conference where Technology, Entertainment and Design converged, and today covers almost all topics — from science to business to global issues — in more than 100 languages. Meanwhile, independently run TEDx events help share ideas in communities around the world.”
Part of this initiative is a weekly radio program that takes a look at a theme through insights from several TEDTalks, called the TED Radio Hour.
They recently had an episode dedicated to Value, Brand and how our brains process the “worth” of something. Turns out, it’s all way more subjective that you may think.
Every day you assign value to a thousand things without ever thinking about it. How? What biases come into play, and what can nudge those biases so much that you notice that you’re being manipulated? And can you even use that realization to your benefit?
And that’s the line great content marketing should straddle. Yes, at the end of the day you are trying to push the customer towards your product, and a consumer should realize that as well. But if the content itself still provides useful information, or is packaged in a way that acknowledges that transaction, it can still be beneficial.
(more…)
