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Posts Tagged ‘branding’
Success, Greatness and What’s Going to Matter in 2012: Expert Interview with Michelle Salater

Wednesday, December 14th, 2011

The universe has been kind enough to plop awesome people smack down in my path this year. One of those people is Michelle Salater. As CEO of Sūmèr, LLC, Salater has become known as THE blogging for business expert. She has doubled profits of her copywriting and marketing business every year for the past three years, and shows no signs of slowing down. In this fun interview, Salater shares the formula for her success, why she’s a war zone junky, the books and people who have had the biggest impact on her in 2011 and her theory on what’s going to matter to your business in 2012.

Below the video, there’s a free offer from Salater and Sūmèr, as well as the list of books she mentions in the interview. Let me know in the comments what you think about the interview.

For Social Deviants readers and fans, Salater is offering a complimentary audio download of Create Online Content That Sells and a free report in which you’ll learn 5 Secrets for Creating Web Copy That Will Increase Sales and Double Profits for Your Business.

The following is a list of the books mentioned in the interview. All but one are affiliate links. I highly suggest you read, then re-read these books to make the most of your life and your business.

You Too Can Be Prosperous

In the Zone

Good to Great by Jim Collins

Improving Performance: How to Manage White Space in the Organization Chart

Your Erroneous Zones by Wayne Dyer

201 Great Ideas for Your Small Business

Think Big & Kick Ass by Donald Trump

And here are the men who have had an impact on Salater over the years:

David Neagle

Brian Solis

Tags: best of 2011, blogging for business, branding, brian solis, copywriting, david neagle, expert interview, hedgehog concept, michelle salater, storytelling, written by sumer
Posted in Advice, blogging, brand, marketing | No Comments »

Variations on a Theme

Friday, January 21st, 2011

The Google logo. I look forward to seeing what Google will cook up on Mother’s Day, Halloween, Martin Luther King Day, or even better, what they’ll teach me on obscure days like the anniversary of Dr. Suess’ birth (pictured).

There was a time, and some would still argue same, when playing with branding like this was a cardinal sin. “You don’t want to confuse the customers!” It was thought to dilute the message or worse.

Luckily today, most brands have finally realized that their consumers are smart, and are capable of ingesting, interpreting, understanding and identifying with what I call branding’s version of variations on a theme. In fact, by Google digging into culture,history, science (ie: life) and playing with its logo, they’ve actually demonstrated and enhanced the brand. Think about it. What do you do on Google? Search for stuff. If you’re looking for French Post-Impressionist painter, Paul Cezanne’s birthday (pictured) or other item, you can find it by typing it right into that little bar on Google.

Making a connection with culture and at the same time elevating your brand’s mission gives people something to talk about, take away and remember.

MailChimp, my preference in email marketing, has a lovable (at least to me) chimpanzee as their mascot of choice. While they don’t go as far as Google with their manipulation of the logo, they do have fun putting their monkey in different situations or styles that represent something that resonates with them as a company, and hopefully with their audience, too. Pictured is the one they did in tribute to A.A. Milne, the English author best known for Winnie-the-Pooh. By playing with their brand’s logo, they not only keep it fresh, but communicate the whimsy, the levity of the brand itself.

I encourage you to find out how you can use cultural references, whether historical, current or offbeat to better connect with your audience. BUT — yes, there’s a but — I implore you to know who you are and what your brand stands for first. The reason MailChimp and Google do this well is because they worked long and hard to both know what they wanted to portray as a brand, as well as, who the audience they wanted to reach were/are. Have fun, but have a reason, or you will in the end, confuse your customers and dilute your message.

What are the brands you see having fun with their image?

Tags: branding, Design, image, Logo
Posted in Advertising, Advice, brand, google, marketing | 4 Comments »