Category

Brand Yourself: Law of Category

Category

A leading brand should promote the category, not the brand.

This is a bit of a paradox…so bear with us.

Branding is widely perceived as the process of capturing a bigger share of an existing “market.”

– 22 Immutable Laws of Branding.

The most effective use of marketing is to create a new “category” or idea that people will be able to sink their teeth into.  In order to do that, we need to narrow our focus.  We don’t necessarily have to start with something totally new, but it wouldn’t hurt.

Politics is a pretty well trodden path.  There isn’t much of a chance that something “ground-breaking” comes into play, but that doesn’t mean that your idea won’t come with a firestorm of support.  All it takes is passion from a small number of people to ignite the hearts of many.

In order to help you with that, here are a couple things you could do:

  1. Launch the idea, and yourself, in a way that seems like you were the first.  Be enthusiastic.  Culminate the ideas of many into one idea that you can own.  Don’t focus on the effects or hardships of the past, learn from them, but shape your idea as the vessel for a brighter future.  Be a pioneer.
  2. You have to promote this new idea.  Don’t let others do the talking for you.  Be the one of the front line answering questions, be the one who is painting the image of the future.  A good leader has vision, show your vision to your audience.

People who observe politics don’t really care about new politicians (I say that with a slight wince, because I am taking for granted that everyone is thinking for themselves), they actually care about the politicians ideas and the effects they will have.

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To read the full book “The 22 Immutable Laws of Branding” please click the book below:

The 22 Immutable Laws of Branding

The 22 Immutable Laws of Branding also tackles one of the most challenging marketing problems today: branding on the Web.

The Rieses divulge the controversial and counterintuitive strategies and secrets that both small and large companies have used to establish internet brands.

The 22 Immutable Laws of Branding is the essential primer on building a category-dominating, world-class brand

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Quality

Brand Yourself: Law of Quality

Quality

Quality is important, but brands are not built by quality alone.

What is quality?  Is it always obvious?

The usual thinking is, to build a better brand, we need to build a better product.  In political terms, to have a better person in office, we need someone who has been learning about politics their entire life, someone who has worked in the political arena, someone who “looks” the part.

In all reality, the “better” your choice, the worse of a leader that person is.  You may have “credentials” that say you know what happens in the political arena, but they doesn’t mean you can play in the arena.  For instance, just because I referee NBA basketball, doesn’t mean I can play in the NBA.

Quality resides in the mind of the “buyer.”  To us this means, quality resides in the mind of the people going to be led.  People have to perceive that you are the solution that is needed, now.

To ensure that you are of good quality, you need to narrow your focus – just like the law of contraction states.  To be someone of higher quality, you don’t need the answers to everything, you need to be the answer for an important thing.  If you are a specialist in the areas that matter, the halo effect will take care of the rest.

To build a quality brand, you will need to narrow your focus.

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To read the full book “The 22 Immutable Laws of Branding” please click the book below:

The 22 Immutable Laws of Branding

The 22 Immutable Laws of Branding also tackles one of the most challenging marketing problems today: branding on the Web.

The Rieses divulge the controversial and counterintuitive strategies and secrets that both small and large companies have used to establish internet brands.

The 22 Immutable Laws of Branding is the essential primer on building a category-dominating, world-class brand

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Credentials

Brand Yourself: Law of Credentials

Credentials

The crucial ingredient in the success of any brand is its claim to authenticity.

Be authentic. Period.

No one wants to listen to someone who is rambling from a memorized speech or talking points. Customers of political information are rightfully skeptical of anyone speaking in front of them.  They tend to disbelieve most claims because of past injustices.

In order to be authentic, you have to be real.  A real politician is one who is there to serve, not to have a career.  If people get the feeling that you are there only to benefit yourself, anything you say will seem like a lie to them.

In order to be believed, you need credentials.  What are credentials though?  Credentials are the way you guarantee your brand.  If you your credentials are what people are looking to see implemented, they are more than likely going to believe what you have to say.

The best way to establish your credentials is through leadership.  Volunteer work, self sacrifice, and acts of kindness will create the personal connection you need to capture the hearts and minds of individuals.  Individuals aren’t stupid.  They will spot a phony person in a heartbeat.  Be a real person, not a talking suit.

Credentials help immensely in publicity.  People want to know who you are, so they look to your past.  If you have been lying to individuals, cheating the system, and forcing your will upon people, the individuals of groups who could give you publicity will gladly point out your flaws and flaunt those instead of your positives.

Remember, in the end, what people want is leadership.  Not just any kind of leadership, but leadership that they can trust in.  A leadership that allows for them to go home to their families every night and know that no one is taking away their freedoms.  Don’t sell out your audience.  Don’t compromise on your principles.

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To read the full book “The 22 Immutable Laws of Branding” please click the book below:

The 22 Immutable Laws of Branding

The 22 Immutable Laws of Branding also tackles one of the most challenging marketing problems today: branding on the Web.

The Rieses divulge the controversial and counterintuitive strategies and secrets that both small and large companies have used to establish internet brands.

The 22 Immutable Laws of Branding is the essential primer on building a category-dominating, world-class brand

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A Word

Brand Yourself: Law of the Word

A Word

A brand should strive to own a word in the mind of the consumer.

How true this is.  A perfect example of such a thing is this single word, “Change.”  One person in the political arena should come to your mind when you hear that word.  Then in his reelection campaign, “Forward,” was the word of choice.

It is immensely powerful if you are able to take a single, everyday term and make it stick to your brand.  Most companies and individuals try to make a few words or sentence work for them – and sometimes it is a success, but nothing can beat the single word association.

If you want to build a brand, you must focus your efforts on finding a single word that you can “own.”  Your political target market needs to say this word and immediately think of you.  Focus your effort in finding a solitary word that is used by people in your target market every day.  This will cause them to do two things – 1.) if they like you, they will use it more, 2.) if they hate you, they will have to find a new word.  Both scenarios are very powerful because both scenarios force the individual to think of you or your campaign.

Once you have found that single word, stick to it.  Don’t try to find another word.  Don’t muddy the water.  Be smart, be simple.  Reduce the description of yourself and your ideas as far as you can and then break out a thesaurus.  A great way to find your word is to have family over to brainstorm the words in relation to you.  The most overlooked person in this moment, though, is a child.  From the mouths of babes can come the answer to your brand.  Children are more creative than you are and they boil things down to single ideas so they are easy to understand.  If a child can understand it, an adult surely can.

Warning: The easiest way for you to own a word is to be the first one to capture it.  Don’t use, “Change,” just because someone else had success with it.  You will only bring up thoughts and opinions of the other person, not yourself.

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To read the full book “The 22 Immutable Laws of Branding” please click the book below:

The 22 Immutable Laws of Branding

The 22 Immutable Laws of Branding also tackles one of the most challenging marketing problems today: branding on the Web.

The Rieses divulge the controversial and counterintuitive strategies and secrets that both small and large companies have used to establish internet brands.

The 22 Immutable Laws of Branding is the essential primer on building a category-dominating, world-class brand

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Advertising

Brand Yourself: Law of Advertising

Advertising

Once born, a brand needs advertising to stay healthy.

Advertising is like a country’s defense budget.  Advertising dollars do not buy you anything – they simply just keep you from losing any of the ground that you have gained.  In other words, advertising doesn’t bring new people in, it keeps people around.

There are two phases before advertising:

The first phase is the introduction of a new category.  In our case, instead of adding a new physical product, we are adding a new idea.  This is where we gather the core supporters, this is where we create our base.

The second phase is the rise of the individual who pioneered and introduced the idea.  This happens when news outlets, individuals, and  groups begin to talk about you as the individual who started the ball rolling.  This is where you will gain even more supporters who are finding you via their friend’s and neighbors.  (This is known as publicity, which we talked about earlier.)

Once you have completed both phases, advertising takes over to remind those that your brand, you, is still there and that they need to stay involved to make sure that your idea(s) are spread.

Advertising does not have to be a campaign of, “I am the BEST choice!  Choose me because I am better!”  Advertising is meant to softly and clearly make your core audience remember you are there.  Most people buy the leading brand, when most people buy the leading brand, it gives everyone else the perception that it is “better.”  So let the perception make the “BEST! or “BETTER!” statement, don’t force it.

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To read the full book “The 22 Immutable Laws of Branding” please click the book below:

The 22 Immutable Laws of Branding

The 22 Immutable Laws of Branding also tackles one of the most challenging marketing problems today: branding on the Web.

The Rieses divulge the controversial and counterintuitive strategies and secrets that both small and large companies have used to establish internet brands.

The 22 Immutable Laws of Branding is the essential primer on building a category-dominating, world-class brand

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Brand Yourself: Law of Publicity

Screen shot 2013-11-20 at 7.57.29 PM

The birth of a brand is achieved with publicity, not advertising.

What does that mean?  Think about it.  What do we see the most out of political battles in today’s age?  We see advertisement after advertisement, mailer after mailer calling for us to “buy” into the individual who being presented as the best solution.

The problem with this is that campaigns tend to forget that the individual makes up their mind not by how many times they see a candidate’s name or commercials, but by how the candidate makes the individual voter feel about themselves. One of the most staggering discoveries after the 2012 presidential election was that a majority of voters thought that Mitt Romney was the better choice to bring America out of the economic slump, but American’s still voted for Barack Obama because they felt like President Obama “cared” about them.

If the candidate can prove to the individual that the candidate’s ideas will improve the future of the voter and their family, then, and only then,will they win.  If you asked anyone, even the most powerful and well versed campaign coordinators, what the best form of communication is, they will all say face-to-face communication.

As a candidate, you will need to follow this law as your religion.  This law of publicity is how you will win the hearts and minds of voters.  In order to win on this front, you need to write as often as possible, interact on social media, and divulge that you are a normal citizen just like them.  As a candidate, you will also want to do as many interviews, TV talk shows, and online forums as possible so that you can to give the largest number of people your ideas for free.  Money may buy you a louder voice in an election, but publicity buys you a win.

How does publicity buy you a win though?  Well, what is publicity? Publicity is essentially someone else seeking you out so that they can publish or show your ideas to their audience – for FREE.  There is no cost for this because you are giving that source a product to deliver to their audience.  In addition, publicity is well received by constituents because it is perceived as a form of “word of mouth” communication.  Word of mouth and face-to-face communication go hand in hand, if the voter doesn’t hear directly from you, the next best thing is from someone they trust.  With publicity, the audience feels like they are getting an exclusive look into the life and mind of you, as an individual.  They are willing to invest more energy into hearing what you have to say, rather than ignore you like any other advertisement.

The best way to make the “news” and get that free publicity is provide a new direction based on time tested principles.  So, make sure that the principles you choose are founded in reason and are as close to universal truths as possible.  Do not choose ideas that only pertain to a particular religion, race, or political class.

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To read the full book “The 22 Immutable Laws of Branding” please click the book below:

The 22 Immutable Laws of Branding

The 22 Immutable Laws of Branding also tackles one of the most challenging marketing problems today: branding on the Web.

The Rieses divulge the controversial and counterintuitive strategies and secrets that both small and large companies have used to establish internet brands.

The 22 Immutable Laws of Branding is the essential primer on building a category-dominating, world-class brand

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Simplify

Brand Yourself: Law of Contraction

Simplify

A brand becomes stronger when you narrow its focus.

While easily applied to business, this law may seem to slip a little when thought about in a political atmosphere.  If you believe that being narrowly focused in politics is a bad thing, you’d be wrong.

The first reason is, you aren’t an expert on everything.  You don’t have the right answer for every situation and you definitely don’t have all the facts.  In order to be an effective communicator and decider, you need to narrow your focus.

The easiest way to do so is to apply a set of financial and social principles that you can fall back on.  With this method, you can always divert a tough situation back to something that you understand completely.  For example, a great place to start would be the three biggest principles that American’s believe in: Life, Liberty, and Pursuit of Happiness (Property).  If you are able to boil down every argument, decision, and message to those three points, you are miles ahead of your competition who is going to try and have a suave answer to each question or issue.

When you limit yourself to your three principles, you aren’t limiting your ability to address issues or govern effectively, you are limiting the amount that you can be misunderstood.  If you are well founded in your beliefs, and truly believe them in your heart, no one can surprise you with an issue.

So, there are five steps that you need to follow down the political path:

  1. Narrow the focus – Get your three issues or principles that you will not waiver on and lead with those.
  2. Stock in depth – For businesses, this means have a large assortment of the “niche” that you are in.  For politics, this means be able to support your principles with philosophical arguments, data, and human stories.  Win the hearts and minds of those who you are trying to persuade logically and emotionally.
  3. Be thrifty – There is nothing like dropping a couple thousand dollars on radio ads or millions on TV spots.  There is also nothing like dropping the money and having no idea if it actually helped.  Understand where your money is going and how to track its efficiency.
  4. Gather support – Dominate the field by gathering support via volunteers, donations, and GOTV (Get Out The Vote) efforts.
  5. Dominate the category – Use modern advancements in technologies as well as good ol’ fashion elbow grease to educate voters on your principles, so when it comes time to vote, they know you as an individual and as representative.

Good things happen when you narrow your focus.

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To read the full book “The 22 Immutable Laws of Branding” please click the book below:

The 22 Immutable Laws of Branding

The 22 Immutable Laws of Branding also tackles one of the most challenging marketing problems today: branding on the Web.

The Rieses divulge the controversial and counterintuitive strategies and secrets that both small and large companies have used to establish internet brands.

The 22 Immutable Laws of Branding is the essential primer on building a category-dominating, world-class brand

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600+ Ohioans Refuse To Be Dissuaded! – Corrected 11/25*

Stebelton’s behavior is nothing new…and nothing we won’t overcomeAtrium

1) The Common Core Train has left the station – March

2) Three state-wide forums draw 1,000+ concerned Ohioans – April

3) Budget vote on House floor – PARCC reference removed – May

4) Rep. Stebelton insults our concerns with a “dog & pony show” hearing – May

5) Vice Chair Brenner introduces HB181 & HB193 as distractions to a repeal – June

6) Rep. Andy Thompson introduces Common Core Repeal legislation – July

7) Demand for hearings on HB237 – July through October

8) HB237 Sponsor Testimony hearing draws 250+ attendees, Stebelton calls an unprecedented pre-hearing reporter’s briefing in an effort to thwart our undeniable momentum – Oct 9th

9) Promise of “Proponent Only” hearing set for November 20th – Nov 8th

10) Request for Riffe Theatre to accommodate Ohio citizens in anticipation of large turnout – Request denied

11) Request for Atrium with video feed to accommodate Ohio citizens – Request denied

12) *Rep. Brenner’s “we can keep the money” bills receive FOUR hearings each as of Nov 20th. There is no basis for claim that the funds must be returned. As was confirmed in Proponent testimony 11/20, the only “fix” to Common Core is a full repeal.

13) Chairman breaks commitment and solicits for HB237 Opponent testimony for Nov 20th hearing

14) 600+ OHIOANS REFUSED TO BE DISSUADED – CHECK OUT THE “SMALL VOCAL MINORITY” (Vice Chair Brenner’s wife – corrected, originally attributed to Rep. Brenner – describing the concerned Ohio parents and taxpayers who spent the hearing in the Atrium. (Comment here*) They stayed despite a two hour late start, being turned away from the hearing room, no video feed and being shown no respect. Does this pass for representation?? Chairman Stebelton and Vice Chair Brenner need to be called out for their disrespectful conduct.  It appears “the People’s House” is in need of a major “House” cleaning in 2014!

*A correction has been made to original post due to misreporting the place and time of Mrs. Brenner’s tweet. No content correction needed as the tweet was copied to our post verbatim. Given that Mrs. Brenner sent it to @OhioansAgainstCCSS without any provocation it reasons the message was directed to HB237 supporters. Our apologies for the error in date/location and we appreciate the opportunity to correct our mistake.

Make sure those below hear your outrage. Leadership needs to step up to the plate and stop this charade. 

SPEAKER WM. BATCHELDER – 614-466-8140

SPEAKER PRO TEMPORE MATT HUFFMAN – 614-466-9624

CHAIRMAN GERALD STEBELTON – 614-466-8100

VICE CHAIR ANDREW BRENNER – 614-644-6711

NON-ELECTED HOUSE EDUCATION POLICY ADVISOR – COLLEEN GRADY – She was the gatekeeper at the hearing room door. And yes, she had one of the cushioned chairs inside.  614-466-8110

The post 600+ Ohioans Refuse To Be Dissuaded! – Corrected 11/25* appeared first on Ohioans Against Common Core.

Brand

Brand Yourself: Law of Expansion

Brand

The power of a brand is inversely proportional to its scope.

That is a lot of jargon for a simple idea. In essence, the bigger you make yourself by adding new ideas, new slogans, new controversies, the less of an ability you have to really connect with people.

This is obvious in business, but not so much in the political world. If you want to sell your idea to a bunch of people, the best thing to do is to stay narrow and on message. Pick your top three issues, at most, and hammer those home. Make people believe that you are the central source of information, a source they can trust.

Remember, everything is a long term, short term game.  You can take in the moment and the spike in enthusiasm for the short term, but all efforts need to be refocused to the long term goal or idea.  Use short term “spikes” to engage with people and capture their attention, but always remember that you need to realign and bring home your top three ideas.

Most politicians run into the problem of making it seem like they have the “superbrand,” the all knowing ability, to have the right answer at every moment.  While you may want to have some sort of response to most major issues, be prepared to deflect and refocus your answer to something that you know the most about.  It does not hurt to say, “No comment,” but it does hurt to fumble through an answer and compromise on principles.

Customers of products, you are a political product, want to perceive their brand to be distinguishable and known by a single idea or word.  That is why you see “Tea Party Republicans” and “Obamacare” plastered all over the news.  The pundits are creating a positive or negative association for these two topics, the Tea Party and the ACA, by associating them with a party brand.  This association is how most people determine the “quality” or their “support” for the brand.  You need to be narrow enough that when people think of your big topic(s) they have a positive association with your name.

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To read the full book “The 22 Immutable Laws of Branding” please click the book below:

The 22 Immutable Laws of Branding

The 22 Immutable Laws of Branding also tackles one of the most challenging marketing problems today: branding on the Web.

The Rieses divulge the controversial and counterintuitive strategies and secrets that both small and large companies have used to establish internet brands.

The 22 Immutable Laws of Branding is the essential primer on building a category-dominating, world-class brand

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SUBMIT WRITTEN TESTIMONY BY MONDAY AT 5:00PM!

-If the Columbus cronies have their way, this may be your only chance to have your voice heard-

CALLING ALL CONCERNED OHIO PARENTS, STUDENTS, TEACHERS, GRANDPARENTS & CITIZENS!
PLEASE SUBMIT WRITTEN TESTIMONY IN SUPPORT OF HB237 – HELP REPEAL COMMON CORE IN OHIO!

The notice below was released yesterday, yes on a Saturday, in response to the pressure bearing down on the Chairman. This is not a sincere offer, it’s a ruse. The Chairman has full authority to change the hearing for HB237 to PROPONENT ONLY (Repeal Bill Supporters) as was promised to Rep. Thompson, but he refuses to honor the commitment. Remember the May 14th “dog and pony show” hearing that Stebelton scheduled in response to the growing outrage over Common Core? Recall how he hand picked four Common Core cheerleaders to come and speak but NO dissenting voices or public comment was permitted? They’ve had three plus years to make their case in public but chose not to. How dare they say we must now share our hearing with their cronies.

FROM SATURDAY’S MEMO
Based on the level of interest in H.B. 237, we expect to spend a considerable amount of time on the evening of November 20 hearing from witnesses.  We are working to accommodate all witness testimony.  Your assistance is needed to help this important hearing go smoothly.

- We request all testimony and a completed Witness Form be submitted to Chairman Stebelton’s office by 5 P.M. on Monday, November 18, and should be submitted as two separate documents to: Trint.Hatt@ohiohouse.gov

-The Chairman’s office will provide the necessary copies of testimony to committee members for all testimony submitted by 5 P.M., Monday, November 18, 2013

NEXT INSTRUCTION IS HOW EACH OF US CAN HELP REPEAL COMMON CORE – EVERYONE AGES 5 to 105 SHOULD SUBMIT TESTIMONY. IT DOESN’T HAVE TO BE LENGTHY OR PROFESSIONAL
JUST REAL PARENTS-REAL STUDENTS-REAL TEACHERS-SHARING THEIR STORIES AND CONCERNS

We know that not everyone who would like to testify on H.B. 237 will be able to travel to Columbus for the hearing. We invite anyone who wishes to have their voice heard to submit “written-only” testimony to Trint.Hatt@ohiohouse.gov  Please indicate you are submitting written-only testimony in the subject line of the e-mail. All written-only testimony will be provided to members of the Education Committee and be part of the official committee record.

PLEASE INCLUDE info@ohioansagainstcommoncore.com IN THE CC FIELD OF YOUR EMAIL SUBMISSION. We will ensure that the committee members do in fact receive a copy of all testimony. Testimony header should include Date, Name, Address, HB237 Proponent (Supporter) and note Written-Only….the clock’s ticking, start writing now – thank you!

 

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