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It’s Not about having a Great Product or Service.

It’s about having a great product or service and repeatedly convincing many people that you do. How you do that depends on your particular product or service, your target, your specific marketing goal, and your budget. It also depends on how visible, likable, informative, engaging, creative, memorable, and smart your message is.

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The past decade saw a seismic shift in marketing communications as blogs, podcasts,  online video, and other forms of Social Media led the media evolution. It’s an exciting time. And yet, with this evolution, the focus on “message” has, too often, been lost. In many cases, the over-reliance on new media and technology, has sacrificed the focus on development of a compelling, creatively engaging, message.

The most successful companies and organizations (Apple, Google, Team Obama, etc) work with marketing experts to help them develop and maintain a strong brand message realizing that the media and technology is only a tool — a tool to help them get their important message out.

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You can’t be successful at marketing your business if you don’t take it seriously. It takes focus and preparation. What happens when you don’t?

If you’re really to take your business to the next level with strategic marketing help, visit FMT.

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And best wishes for a healthy and prosperous 2010.

See more of the 11-year running campaign that ADWEEK called “Simple and effective.”

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Should Tiger Woods be dropped by Gillette, Nike and AT&T? Leave your comment below.

While at a networking event the other night I observed as conservative men in conservative suits exchanged their conservative business cards and conservative conversation. I was then drawn to a young Asian woman in a colorful outfit whose face lit up when I asked her what she did. She was a graphic designer with a passion for Japanese comic art. Whenever I prepared to gracefully depart she’d pull out another sample of her work and present it with such enthusiasm that it was impossible not to listen a few more minutes. Although I could see little business potential in our connection she was by far the most interesting person at the event.

It’s not hard to figure out who loves their work and who doesn’t. Those who love their work exude a very positive, attractive energy. And those who don’t exude something quite the opposite — a negativity which often takes the form of rude behavior, arrogance, or just plain boredom. (If you’ve ever had to deal with the DMV or a corporate receptionist you know what I’m taking about.)

A passionate person is also a powerful person. Read the rest of this entry »