1) Leave it alone
2) Tinker with it
3) Change it radically
When new clients visit our agency, we try to talk about their Brands and, as often as not, their eyes glaze over.
Some think they’re too small for a big brand, like Debra Kravet of Apthorp Cleaners on Manhattan’s west side. See the look of brand, the optics, we created for her:
Some think their company is so big, everyone important knows the brand already.
But I’m stubborn – a Taurus, you know – so I push it a bit. I believe that a Brand is so important that it should be looked at almost constantly. That doesn’t mean I think any given brand should be changed or even tinkered with. Maybe it’s perfect. I just don’t know until we’ve given it a physical. I do know that whatever you do with a Brand, you should know why you’re doing it.
But a lot of people don’t know what a brand really is. So I decided to write about it in my Forbes.com column. Here it is: Why Isn’t Everyone An Entrepreneur?
To my astonishment, over 40,000 people viewed the column and over a 100 left comments. Brand is more top of mind than I thought.
Have you looked at your Brand lately? How does it resonate online? How can we help you?
Ah, those were the days! One of my first DM jobs was at Greystone Press, a continuity publisher. We sold books in sets, one at a time, and billed customers monthly. Titles included the International Encyclopedia of Art, the International Illustrated Encyclopedia of Decorating. We also had gardening sets (that I wrote), and how-to handbooks.
And every day, the good ol’ USPS delivered mailbags filled with orders and, more important, checks. This was before normal everyday people had credit cards.
Orders and checks actually came right to our office in Manhattan and a bunch of people in the fulfillment area worked quickly to give us flash counts, daily, sometimes hourly.
It was exciting to hear that thousands of orders had come in, with checks, or that there were fewer cancellations than expected.
It was a joy to sit in the back room watching the fulfillment people outserting checks and writing up bank deposit slips. I loved finding out which of my programs was working best and which were lagging.
Now I call clients to ask how a mailing we did is faring out in the market and they often just don’t know yet… and maybe they’ll never know. “The data guy hasn’t put the numbers together, but there seems to be a lift, which may not be because of your mailing because so many responses are unidentifiable .” Which you wouldn’t think possible, would you? Read the rest of this entry