Thursday, September 28, 2006
Personal Branding in Atlanta
We had the pleasure of presenting our Personal Brand workshop to a group of consultants at the annual QRCA (Qualitative Research Consultants Association) today. The workshop was all about empowering individuals to use their authentic and unique attributes to assertively project their brand as a marketing tool. Every time we present the workshop we see lightbulbs go off in the crowd when people realize that actually being themselves and marketing themselves in a way that feels true and confident to them, is the most effective way to market yourself. It is truly fulfilling to be part of this type of realization and we wish all the workshop attendeed the best as they work toward defining their personal brands.
On a side note, I had a brand epiphany this morning traveling out of Boston to the conference. The FAA has relaxed its lotion / gel ban in carry-on luggage, but requires you now to use clear baggies for all your approved (under 3 oz.) toiletries. Naturally, they can't give the bags away, so they're being sold at Logan for .15 each (thank you, Logan, for not exploiting travelers on price point.). As I was in line buying my baggies at 6AM, the woman next to me turned to me and said something along these lines "I'll be damned if they're going to take my Keihls!" (as you know, I do love New Englanders for their candor) I then replied in the same vein - "They'll never get my BodyShop Hemp handcreme either!" - proving once again that brands do act as "badges" identifying us with certain characteristics (luxury-oriented, urban, environmentally-conscious, etc.), that we're proud to publicly declare and in fact even look for opportunities to talk about. It also illustrates the steadfast loyalty encouraged by brands we interact with on a regular basis. The more we interact with these brands, the more loyal we become - so for advertisers, the value is in keeping customers, not constantly looking for new ones. Loyal consumers not only buy your product, but they tell others about it, becoming an unpaid PR person for your brand.
Seriously, I think I would have missed my flight before I let them take my $6 product...I guess none of us is immune to irrational brand loyalty.
We had the pleasure of presenting our Personal Brand workshop to a group of consultants at the annual QRCA (Qualitative Research Consultants Association) today. The workshop was all about empowering individuals to use their authentic and unique attributes to assertively project their brand as a marketing tool. Every time we present the workshop we see lightbulbs go off in the crowd when people realize that actually being themselves and marketing themselves in a way that feels true and confident to them, is the most effective way to market yourself. It is truly fulfilling to be part of this type of realization and we wish all the workshop attendeed the best as they work toward defining their personal brands.
On a side note, I had a brand epiphany this morning traveling out of Boston to the conference. The FAA has relaxed its lotion / gel ban in carry-on luggage, but requires you now to use clear baggies for all your approved (under 3 oz.) toiletries. Naturally, they can't give the bags away, so they're being sold at Logan for .15 each (thank you, Logan, for not exploiting travelers on price point.). As I was in line buying my baggies at 6AM, the woman next to me turned to me and said something along these lines "I'll be damned if they're going to take my Keihls!" (as you know, I do love New Englanders for their candor) I then replied in the same vein - "They'll never get my BodyShop Hemp handcreme either!" - proving once again that brands do act as "badges" identifying us with certain characteristics (luxury-oriented, urban, environmentally-conscious, etc.), that we're proud to publicly declare and in fact even look for opportunities to talk about. It also illustrates the steadfast loyalty encouraged by brands we interact with on a regular basis. The more we interact with these brands, the more loyal we become - so for advertisers, the value is in keeping customers, not constantly looking for new ones. Loyal consumers not only buy your product, but they tell others about it, becoming an unpaid PR person for your brand.
Seriously, I think I would have missed my flight before I let them take my $6 product...I guess none of us is immune to irrational brand loyalty.
