Posts Tagged ‘CMOs’
The ongoing news about Google potentially pulling out of the China market has stirred up some very interesting points of view as it relates to sticking to your brand values versus protecting your bottom line. If you read Google’s core principles you can see why so many people are keeping a close eye on their moves as it relates to pulling out of China. It’s not just about money, it’s about principle. It’s about their brand.
When you get a chance, check out the philosophy section of Google’s website, specifically the core principles that guide their actions. Basically they have 10 statements that clearly articulate their thoughts as it relates to conducting behavior and business. I’ve always liked the concept of “clarity” and “consistency” as it relates to a company’s action, but the challenge becomes staying true to what you believe in during tough or challenging circumstances and not bending or shaping the principle to work in your favor.
In the case of Google, they clearly state, “You can make money without doing evil”. Therein lies the dilemma. In January Google outed that the December attacks that hit 34 corporate firms originated in China. Bottom line, it’s all about censorship and privacy, and Google has publically threatened to withdraw its search engine business from the Peoples Republic for these practices. But will they?
Just last Friday at the TED conference, Google co-founder Sergey Brin stated, “I want to find a way to work within the Chinese system to bring information to the people”. Really, even if the government has no intention of stopping censorship or blocking certain sites? Needless to say, there is a fine line between staying true to your brand principles and protecting your brand reputation. Careful what you ask for? Employees, customers and prospects are very savvy and will not put up with posers in this day and age. Google must be very careful to walk the walk if they want to remain one of the most courageous and admired brands of the decade. But that’s’ just my opinion. What’s yours?
I recently read an article in BusinessWeek entitled, “Tech: The Return of Risk Taking”, it’s one of the most positive technology outlooks I’ve seen in a very long time. Basically Spencer E. Ante says, the worst of the recession is over, and it’s time to prepare for better times. Mark M. Zandi chief economist of Moody’s Economy.com predicts 4% growth for 2010 and 10% in 2011 for IT spending. Although I love the optimism, I’m not sure these outlooks are fully in tune with the entire market, especially the mid and small segments.
So, the good news is that something is finally happening. Dell’s deal for Perot Systems, eBay’s sale of Skype and Adobe’s purchase of Omniture are certainly big events for the technology sector. When the big brands start to excite the market with M&A activity, the middle market and smaller entrepreneurs will follow, but that’s going to take a while. Mid and small markets were hit the hardest and are still in operational reduction mode or stabilization mode to say the least.
But if history is any indication, America’s “Challenger Brand” mentality will prevail, especially in the technology market. I personally believe America’s brand reputation is tied not only to our technological competitive advantage but also to new and ever changing communication technology. American brands must continue to reinvent themselves to remain competitive. Lets face it, the days of leading the global economy with automobiles, electronics and commodity products are over. New rules have taken over old business models. Now, it will take courageous companies that are willing to create new categories, competitive advantages, and most importantly to take “Risk”. Yes, Risk.
This brings me to a discussion that’s happening in most every board room these days. When should we begin to reinvest in gaining market share and presence? Whether you drive your organization from an intuition based philosophy or calculated strategic risk mentality, one thing history can prove is that companies that get out into the market first reap the rewards. You’ve heard all the case studies, but do you really buy into the concept and are you willing to bet your reputation on it?
Bottom line, executives and marketers must be ready for recovery and smart ones will take risks to get ahead quicker. Nothing like a recent history lesson to validate a concept; As the 2001 recession began to rebound, the tech marketing investment (around 6%) outpaced the growth which ended up close to 5%.
That said, I have put together a quick check list of things for you to consider in your 2010 planning.
1. Create multi-tiered strategies with quarterly triggers:
Face it, the days of creating three to five year plans are a thing of the past. New rules dictate visibility of 24 months with a clear picture of Risk/Rewards scenarios on a quarterly basis. Build strategies that err on the aggressive side but are sound enough to back off slightly (no, not stop) if your budget gets squeezed.
2. Stay away from the “start and stop” syndrome.
Don’t put your company in jeopardy by starting and stopping your programs. You send mixed messages to the market and employees. It’s critical to maintain confidence in the leadership team during these uncertain times. Changing your mind frequently is not a strategy.
3. Get the story right. Bring it to life.
Remember, somebody has hit the restart button. Most markets have changed. Be realistic. You must have a clear picture of your current value proposition and competitive advantage. Don’t put your company in jeopardy by investing in a tired or irrelevant message. Stop, reset and validate your brand strategy. Maybe it’s time to rebrand?
4. Try something new. Nothing risked is nothing gained.
If there was ever a time to try something new, it’s now. Consider the change in customer behavior. The social media explosion has brought the customer smack dab into the middle of the conversation and influence. Traditional media ideas have left the building. Every statistic you read says digital media budgets are replacing traditional spending. If you have not built a new customer acquisition strategy/plan with digital media as a primary consideration, now is the time. The risk of not trying is greater than the risk of getting out there.
5. Re-Energize your staff.
It goes without saying, these are tough times for the American workforce. Your employees are under incredible pressure to deliver. Most organizations look radically different than they did a year ago. Take time to fully engage employees in your strategy and align them with the key initiatives. (Alan’s engaging employees slide deck). You can’t afford the risk of having employees standing on the side lines. Celebrate every positive win possible and remember when business was fun.
So, as 2010 approaches, what’s your risk strategy? What will you be doing differently? I’d love to hear?
Originally posted on B2BBrandDebate
If you were asked to randomly search 15-20 B2B technology brands online, you’d probably come to the same conclusion. Most are boring. But why? You’d think innovative companies would breathe innovation into their brands. But that’s not the case. Here’s my conclusion and most importantly a few ideas for technology executives and marketers to explore.
Peter Drucker said it best: “Because the purpose of business is to create a customer, the business enterprise has two, and only two, basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs.” Well, most successful technology companies get the innovation part down, but struggle with understanding the role and expectation of marketing/branding. Let’s be real, technology companies only really start thinking about branding and marketing when they have to. And it’s very difficult to educate a technologist on the importance of branding and marketing. I can’t tell you how many times I’ve heard, “the leaders of the company don’t get it and don’t know what it costs.” The result: boring brands and uninteresting branding. So, what can we do about it? Here are a few things to consider:
1. Know your audience. Talk in their language.
First of all, you’re not selling branding, you’re selling hope and future business success. So, you need to find the hot buttons of the sponsor you are trying to educate. Start by identifying the benefits. CEOs need to hear about maximizing the corporate value (get the category and story right for increased profits). CMOs want to demonstrate preference for increased pricing (smart branding can drive market share). COOs need to understand how internal branding can align the organization (increased performance). And smart CFOs need to know how brand strategy can help during M&A (eliminate risk and maximize investment).
2. Demonstrate versus complicate.
Another way to help executives understand what great brands are made of is to find relevant examples that allow them to visualize themselves. For example, if you are in the B2B midmarket software space, go find examples of outstanding work they can relate to. But make sure you link it back to a clear business strategy/brand strategy and examples of fresh marketing. Excite you audience with what’s possible. Set the bar high.
3. Have a process. Get buy-in for the deliverables.
Two quick points here: follow a proven best practice process and make sure everyone has a clear understating of the deliverables. It’s critical to have your executives on board before the creation phase begins. Building a world class B2B brand starts at the top. Don’t think you create it in isolation and expect them to buy off. This just does not work. Remember you’re selling hope and imagination.
4. Be courageous.
Lastly, great brands are created by people with courage to try new things. Don’t resort to mimicking safe strategies. Find greatness and promote it fearlessly. Remember your job is to inspire and create. And if you do it right, you’ll be rewarded for the efforts and leave a wonderful legacy.
But that’s just my point of view. What’s yours?