Marketing Strategy

Tuesday, March 29, 2011

Handling Adversity or Denying Reality

In this week’s Mindset Moment, we looked at the story of the Fennville Blackhawks and how they rallied for a district basketball championship after one of their star players died the previous week. I wrote about their resolve and willingness to move forward, deal with the grief, and seize life. Out of that brief post came a question that I want to try and answer here.

"I’m wondering PJ how you can tell the difference between moving through adversity with strength and moving on without having dealt with the grief?"

The answer seems simple enough, but it requires the highest honesty with ourselves. Moving through adversity with strength is distinguished by the marks of Purpose, Gratitude, and Forgiveness. Moving on without having dealt with the grief is marked by the noted absence of those three Elements of Personal Choice.

When dealing with adversity in a healthy way, we aren’t afraid of the thoughts of the adversity. The death of a loved one, the loss of a relationship, or being fired from a job are all traumatic events that can bring heavy emotions. If we maintain or regain our sense of Purpose, we can embrace the emotions and see our way through. Gratitude shows up in our willingness to take the good from the situation and choose it over the bad.

This is important!

A very dear friend of mine lost his 18 year old daughter in a car accident. I'm struck by the magnitude of this situation. I can't begin to understand the trauma and angst he and his family must feel right now. Ironically enough, this post was in my inbox. I thought I'd pass this on to those who have to deal with grief. Let us all remember the frailty of life. God bless you, my friend. My thoughts and prayers are with you.

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Sunday, March 13, 2011

Learn Branding From The "Big Boys" - Marriott Case Study

Did you know that Marriott started out in 1927 as a root beer stand? Since then, the company has reinvented itself time and again. In 1983, it introduced the Courtyard by Marriott brand, then added Residence Inn and Fairfield Inn in 1987. In 1995, Marriott acquired a 49 percent interest in Ritz-Carlton. Today, Marriott is active in timeshares and assisted-living communities.

Yet through it all, Marriott has maintained a consistent brand identity. Here's what you can learn from the company:

  • Know who you are and tell your story consistently.Over the years, Marriott has consistently emphasized customer service in all its advertising. So remember that your company is not just a product or a service. Your company is a set of values that will be the backbone of your brand through any changes that lie ahead.Example: If you are a home security company, you can position yourself as a family-run company that protects families — and you can trumpet that message for years to come.

  • Build your brand through logical extensions. If you are a family-centered home security company, for example, you can partner with local police to offer safety seminars in schools, sponsor town sports teams, or donate safe playground equipment.

  • Keep your message consistent. When you introduce new products or services — or target new groups of customers, like Marriott — be sure to reinforce your core brand message. The result will be a consistent company identity that, like Marriott's, could endure for the better part of a century.

     


How are you building your brand?

Let me know.

Best regards,
 
Jim Herrera
Principal
Perceptive Insights
 
408 - 409 - 6475
jim@perceptiveinsights.com
 
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Sunday, March 6, 2011

Jim Herrera wants to stay in touch on LinkedIn

LinkedIn

Jim,

I'd like to add you to my professional network on LinkedIn.

- Jim Herrera

Jim Herrera
President at NHORA Santa Clara County
San Francisco Bay Area

Confirm that you know Jim

© 2011, LinkedIn Corporation

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Saturday, March 5, 2011

Three Tips for New Entrepreneurs

three-tips-for-entrepreneurs.jpg

Every time a grocery bagger said paper or plastic, Margaret Moss would cringe, envisioning the stashes of used bags in her car or kitchen.

Her yearning to go green eventually led to a business idea: a set of reusable bags that fit into a handy pouch. In 2009, after investigating consumer camping gear and experimenting with an old sewing kit, the mother of triplets launched Repax Bags LLC with partners Sammie Bohn and Valerie Fischer.

The Metairie, La.-based company is still tiny, bringing in annual revenue of about $30,000 in 2010. But it has succeeded in winning shelf space in Whole Foods Markets, Louisiana supermarket-chain Rouses and other U.S. grocery stories. Sets retail for about $20 and include four machine-washable bags, which can each hold up to 20 pounds.

As with many new entrepreneurs, every day is an adventure and brings new learning experiences, Moss says. Here are three lessons from her journey she shares with other new business owners. 

1. Don't look too far ahead. 

It's important to let your inspiration for the idea keep you motivated toward successfully creating the final product. For Repax, each new step brought big challenges but also brought creative solutions. If you look too far ahead, it can be overwhelming, so stick to the task at hand and find the best solutions for now. 

2. Be prepared to make sacrifices.

Aspiring business owners should know that getting a business off the ground is often a demanding endeavor. Moss says: Whether you want it to or not, your life will soon revolve around your budding business so make sure you are tied to something that you strongly believe in. 

3. Believe in your mission.

The Repax team's passion and perseverance is driven by a vision: to help reduce the number of plastic shopping bags used in the U.S., which annually reaches into the billions and decrease carbon-dioxide emissions. The goal is to help make the planet healthier and happier. Every small step helps, and every person with Repax on their shoulder is not bringing home plastic and paper bags. That counts for something, says Moss.

Photo: Repax founders Sammie Bohn, Valerie Fischer and Margaret Moss (left to right)

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