Category Archives: branding

The Keys to Blackberry’s Midlife Crisis?

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When people get insecure they do brash things. They get tattoos, they buy expensive new outfits and they date arm candy.

So when brands are looking for a positive change, they sometimes choose the wrong arm candy for attention.

This week we saw Research In Motion change its name and court the queen of cool–musician Alicia Keys. Don’t get me wrong, I have a lot if respect for Keys as a musician–she isn’t just another pretty face. However, just like when The Atlantic published a full spread sponsored content on Scientology, a lot of us are scratching our heads.

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Thorsten Heins, CEO of RIM, introduces Alicia Keys as the global creative director of BlackBerry. Yes. Photograph: Mark Lennihan/AP

Would Blackberry have more luck embracing the customers who stand by its product–however uncool they might be? While I believe Keys is a woman if substance, the match just doesn’t add up. Is Blackberry going through a midlife crisis? And anyway, is Keys’` influence enough to help Blackberry move through this awkward phase in its life?

We’ve seen other influencer engagements go terribly wrong. One includes one of my favorite comedians Jerry Seinfeld who couldn’t quite win over hearts when it came to appearing in a commercial with Bill Gates.

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I believe Blackberry’s midlife crisis might be a reminder to own your authenticity. Even if your brand doesn’t rank well on the hipster-meter and people don’t associate your brand with sleek, agile and savvy–that doesn’t mean you don’t have raving fans. Go find and embrace the fans who do LOVE you and engage them.

Note to Blackberry, if you do want to engage an influencer maybe you should try Marnie’s character (Allison Williams) from the huge HBO hit GIRLS who was seen texting from a blackberry in last Sunday’s episode. She might be sitting on the toilet but maybe there’s a niche market here.

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Though tech makes media experience perfect, the story of imperfection gains popularity

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Modern Family, The Mindy Kalling Show, Steve Buscemi…

While technology is making our experience increasingly perfect something is also happening beneath our pristine plasma screens. We’re seeing more scripts about imperfection. We’re getting close to putting the actual imperfect “reality” into media.

As a result of an increasingly transparent world thanks to social media, the fabric of our culture is shifting. With reality shows and social media, we’re seeing less of a focus on being perfect, and more of a focus on what it is to be human–what it is to be imperfect.


image source

Modern Family’s script is based on three very quirky and flawed couples and the everyday nuttyness of their lives–and we can relate. It’s a breath of fresh air to finally see imperfect people on television.

Perfect For the Holidays

Because it’s the holiday season I’ve been contemplating imperfection. Many of us throw parties and try to make everything perfect just like in the magazines–perfect food, perfectly clean house, perfect clothes, perfect place settings….perfect perfect perfect.

I’m pretty sure human beings are the only species that does this. And for years we’ve bought the lie that perfect is attainable. We’ve knowingly bought products we know will not make us perfect, but we believe they will.

Let’s look at this quote from branding author Martin Lindstrom in a Fast Company Article where he talks about why imperfection is an ideal to embrace:

Please don’t misunderstand me. I’m not asking the ad agencies to focus on the negative aspects of a brand. What I’m suggesting is to show how life really looks. Babies do not stay clean when eating their pureed food, and apples are never all the exact shape and size and color. Messages portraying perfection are not trustworthy. No one actually believes them. We don’t believe candidates applying for jobs who claim they do everything perfectly. We don’t believe the person we sit beside at a dinner party who tells us everything in their life is just perfect. So why should we believe in perfect brands? We don’t. So it’s about time advertising changes their tune and strives for a little imperfection.

Martin is right. Brands need to catch on that the days of aspiring to perfection are coming to a close. Why are we still seeing so much perfection in advertising when this in no way relates to real life? I will buy from brands who speak to me–and that narrative is one of humor, of resilience, and of imperfection.

 

Mad Men and the Politics of Being Female (and Jewish)

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My favorite thing about stories no matter the medium are the multifaceted characters. There’s no greater joy than watching the layers unfold.

Always fascinated with 50s and 60s culture, it has taken me a while to get into Mad Men, but I’m into it. Very into it. I love the gothic themes of utopian post WWII culture–the obsession with normalcy and order.

I watch this show as a brand consultant, as a woman, and as someone who has worked in an office off 5th avenue for five years.

I will start this blog by looking at the huge gender issues on the show. It’s painful to watch the women who have about 1.5 choices in life, in comparison to the men who are at the top of the world. It’s hard to watch Peggy–Don Draper’s secretary–sway by in her skirt as the men sit around smoking and drinking in their suits–commenting on her weight.

We’ve all been that girl moving through an office aware of being looked at, and acting like we don’t notice. It’s just part of being female.

Peggy appears to ignore it as she makes a litany of mistakes–sleeping with her married coworker, not asking for pay for extra the little writing work she secures and even coming on to her boss. She is so overly eager to please her boss Don Draper that he avoids her (as mentioned in the first few episodes). During her “onboarding” she was given some very bad advice by seasoned office sex pot aka office manager Joan. So she was set up to fail from day one–as many women seem to be in this show.

I am both female and Jewish. Mad Men gives an honest portrayal of what life was like back then. If you were female you had an incredible disadvantage at work, and if you were Jewish you were scum–if you were both…well you had to look the other way, a lot.

One character Rachel Menkin owned a department store on 5th Avenue and was the only Jewish female client. To appease this unapologetic business woman Draper’s agency Sterling Cooper (a fictional ad agency) tries to find a Jewish employee to stick on her account. Of course Draper falls in love with the beautiful, independent and wealthy Rachel. She gives him some advice about what it is to be Jewish:

“Look, Jews have lived in exile for a long time: first in Babylon, then all over the world– Shanghai, Brooklyn– and we’ve managed to make a go of it. Maybe it has something to do with the fact that we thrive at doing business with people who hate us.”

I’m glad I don’t live in a time where I’d have a problem joining a country club because I was Bat Mitzvah’d.

And in thinking about modern female Jewish assimilation, let’s look at shiksa character Betty, Don Draper’s Grace Kelly-look alike wife. Betty tells a story of her first kiss. She attended a Jewish event and met a boy. They kissed. All the kids gossiped about it on the school bus. The next summer all the Jewish girls had dyed their hair blonde. And so it goes….

Earlier in the post I talk about the office gossip around Peggy and her body. I can believe the things the men say to women at work because this stuff still happens all the time. At least now there are rules and regulations around it. I do wish we gave the Peggys of today’s world some kind of training for how they will deal with corporate culture–and what the hell to do when really weird stuff happens at work (with men, which it will).

To be continued as I finish season 1. What do you think about the show? Would you have wanted to work at Sterling Cooper?

Your Inner Glow: An Interview with Oakland Photographer Nancy Rothstein

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There’s no question that representing yourself in a professional way online can be of great benefit. Having a headshot for your website and your social profiles that is clean, bright and flattering can be a real differentiator. Representing the best version of yourself helps send the right message to prospective new clients, recruiters or potential mates.

What I’ve learned is I grew up insecure about my looks. These insecurities have fueled many of the ideas in this blog and turned into a passion for helping other women feel good about themselves. I always say when I heal other women I heal myself, and when I heal myself I heal other women.

Over time I’ve learned to accept myself and embrace the very things that make me different. I’ve also learned that when I feel happy, I look better in photographs. I believe this is true for other women as well.

It has taken me almost three decades to feel mostly comfortable with myself. Today I know the importance of putting my best foot forward. While there are a million ways things that can go wrong with branding, having nice photos is one advantage that’s easy to take care of. We all need to do the best with what we have.

I’ve recently changed my hair color and I’ve never had professional headshots taken. I recently met a photographer at a NAWBO event named Nancy Rothstein. I learned more about her process, saw her incredible portfolio and wanted to work with her.

Nancy is passionate about helping women feel amazing about themselves, and having that glow come through in her photography. I love working with other women small business owners who are also on a journey to help lift up other women. I can’t say enough positive things about the experience I had with her. She was gentle through the whole process, and a true perfectionist. She made me laugh throughout our photo shoot. She is a true master of light and has an uncanny ability to draw that spirit out of you–and make it come through in your headshot. Learn more about Nancy’s philosophy and views on self esteem in our interview below.

Blake Landau: What is a common reaction you find from clients who are getting their head-shots done for the first time?

Nancy Rothstein: Many people come in saying something like:

I don’t photograph well
I’m not photogenic
I hate photos of myself 
I’ve never had a photo of myself that I’ve liked
I’m really uncomfortable in front of the camera

BL:  Is there a difference between men and women with regard to being self-conscious in front of the camera?

NR: I think it depends on the person. I’ve had both genders [clients] who are self-critical and uncomfortable. Both genders have come in with specific things about themselves that they don’t like. I wouldn’t want to generalize but I do think men are more comfortable with themselves. But I think pretty much everyone has challenges seeing themselves.

BL: Do you have any advice for people who feel insecure about their looks or their weight as far as appearing confident in front of the camera?

NR: Well the first part of that answer is at the root of my beliefs—to remember that your beauty is not skin deep. We’re all inherently beautiful—and it’s our human spirit that makes us beautiful. You know that’s true because you experience someone who is “beautiful” by society and media standards, and you know that it would be possible to interact with someone like that and feel that they’re actually ugly in the way they behave or treat other people. Real beauty is inside of us.

If we remember that real beauty comes from our spirit–and tap into that–we’ll naturally be more relaxed and express our beauty in a photograph. Internal beauty comes out through the face and the expression—it doesn’t matter how much they weigh, how many wrinkles they have, how many spots they have, gray hairs, make-up etc. When a person is shining through their eyes and their expression no one looks at that image and says, “oh they need to lose ten pounds.” They look at it and say “wow what a beautiful person.”

Beyond that technique is very important. You have to choose the right photographer. You want to choose a photographer that can bring your inner glow out. Who can help you to be at east in front of the camera, who can see you for who you are and understand what it is you want to express with your image and be able to draw that out.

There are proven techniques in photography that flatter the subject. In a still image you want to do everything possible to make the image flattering whether that’s lighting, camera angle or composition. Bad lighting can make a model look bad. Additionally we all have asymmetry in our faces. The way the photographer poses you and lights you accentuates the asymmetry or balances it. That’s really important in a still image. When we’re animated and interacting with each we don’t notice that. But real life and a still image are very different ways to be perceived.

BL: How do you help people relax when they’re getting their picture taken?

NR: I have a process that starts before the session in my phone consultation. At that time I talk to the client about what they’re trying to express. What aspects of their personality they’re trying to convey with the image. I also give them homework and have them think about things that relate to the qualities they want to portray in their photograph. In the example of a professional person I might have them think about their favorite client, or the feeling they get from being of service to their clients. It could be a feeling of competence of doing their best work. It could be a virtue they’re striving to embody. It could be anything. I don’t ask them to necessarily share it with me but reflect on it prior to the session. During the session I’m very actively coaching them to reflect on these things and to have their inner experience of tapping into those qualities. The ultimate goal is to create an authentic image that feels spontaneous in the context of a contrived photo shoot. That process which is a combination of mediation and method acting helps the subject to experience something authentic that specifically relates to how they want to be perceived during the session rather than looking at a camera and feeling self-conscious.

BL: Why do you love your job?

NR: I love interacting with people and I love creating dynamic images. I’ve been using a camera since I was seven years old. It ‘s a natural way for me to interact with the world. Lately one of my deepest satisfactions with my work is that I create images that remind people of their essential beauty.

All photos in this blog were taken by Nancy Rothstein. Find Nancy on Facebook and Twitter or her website. 

Influencers Will Not Save You

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Have you heard stories about celebrities and how they get to super-stardom? A young attractive girl is walking in the mall and she is….DISCOVERED. She is discovered by the talent scout or industry influencer who takes her under his wing and makes her a superstar. She is picked up for the Mickey Mouse Club, or another late 80s or early 90s TV show, and her career is launched.

I fear we seem to have this attitude when it comes to twitter as well.

Influencers generally build a reputation via talent. They don’t get a fan-base by sitting around hoping to be discovered or asking other people to make them seem good at something they aren’t really good at.

Marketing might be a lot harder in today’s social media world because you can no longer automate it, nor can you buy leads. You need to work hard to make yourself relevant, build relationships and build a community that way. We need to stop worrying so much about influencers.

Focus On the Work:

It is hard to be successful and spend all your time supporting other people. You have to focus on yourself and becoming really good at what you love to do.  In the age of social media now more than ever you need to put out great content, and build followship that way. You will attract other people in time who love what you love, and they will support you. They will show up out of nowhere. You will see over time the way this works.

We need to stop asking for attention from influencers, and just focus on what we’re creating.

Don’t worry about what influencers think. Just keep doing your thing. If you do it enough, and it’s good, you will get attention in time.

And most importantly it’s actually the people around you that will ultimately help you become successful. Look around you. Who do you see?

Mix It Up

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image from Church of the Customer Blog

When I see something surprising, clever, or meaningful I pay attention.

The sign above was put outside of a small business. How many loops and approvals would a big box retailer have to post a chalkboard like this outside their big box retail location? The world cannot wait for you. We want engagement–now.

Today’s businesses earn eyeballs by creating meaningful messages and adding value. Obvious value–not esoteric value. Make consumers smile, make consumers think. Don’t talk to them like “consumers.”

How many of you have seen HSBC’s “Different Values” advertising campaign?

image from unbound edition


The first time I saw these ads I was walking through the New York City Port Authority bus terminal. I was delighted and surprised. My generally boring trek from the E train to the 7 train was now a little more dynamic. I had HSBC mind joggers to keep me company. I looked forward to seeing new images cycled through.

Today’s consumer wants to be surprised, delighted–awoken from their slumber.

Are you up to the challenge to make us think on our feet? Move us? Outwit us?

 

 

Nordys Knows Best When it Comes to Customer Satisfaction

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Today Nordstrom reported a 5.1% rise in same store sales.

Long before I met and worked with Robert Spector, the author of The Nordstrom Way to Customer Service Excellence I knew Nordstrom was a brand that took its customer service very seriously. They arguably set the benchmark in retail.

Nordstrom Faced with 17 Y/O’s Nightmare

When I was in high school, my Labrador Retriever Rilke ate my prom shoes.

The dog was named after an elegant German poet, however this did not stop her from violently indulging in the most sacred snack we had in the house, my sling-backs.

I was devastated by the thought of attending the most exciting party in my 17-year lifespan in mangled shoes!

Distraught, my mom and I scrambled into the car and peeled out onto the 405 North headed for Nordys.



Romancing the Customer

The next moment in time challenged every notion I’ve ever had about good customer service.

That fateful sunny day in Orange County, California I learned Nordstrom will tailor your pants, romance you with live piano music, and… take back your half-eaten prom shoes.

High-End Retail is in Dumps, but Nordstrom is Relaxing with a Mojito on the Patio

This example of customer service excellence is why in today’s economic crisis Nordstrom isn’t doing too shabby in comparison with its competitors.

I still buy Nordstrom shoes, and Rilke lived a long fulfilling life spoiled by my mom in Savannah Georgia. I’d like to think she lives in Puppy heaven where she can go into a Nordstrom anytime she’s having a bad day and needs a smile.

I Can See [My Brand] Clearly Now the Rain is Gone

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I wonder what Steve Jobs would say about the idea of brand self actualization. For the first time, I watched the Steve Jobs commencement speech at Harvard.

What Jobs said that stood out to me, was “do what you love.”

Simple, but largely dismissed by most people.

Last year, I asked one of my mentors in New York, what made people “show up” for work every day. His answer left a bad taste in my mouth. He said one word.

“Fear.”

I thought to myself, no that’s not true. Only some people never pursue their passion, or allow their truth to shine through, out of fear.

As Jobs described his own career path, dropping out of Reed College, sitting in on unorthodox classes that ultimately led him to his career as CEO of Apple, it was a reminder that when you are in step with your purpose, your potential and your passion, the stars become aligned, and good things come.

Apple products are exquisite. They are gorgeous, they are functional, they are perfect.
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When your stars are aligned, good things happen.

You feel different, you walk different, you work different. You wear a smile. You begin to attract wealth.

“Curate a framework for self-organization.”—Don Tapscott, Author, Wikinomics

I love the analogy of healthcare in considering the idea of branding. Most companies today are in damage control mode. Rather than owning the brand storytelling process–it is left a disparate disorganized mass of chaos.

Have you noticed that people tend to run their businesses like the run their life? If they are clean in their house they are clean in their finances. They are careful about how they look, how they eat, what they eat. They emit an air of being “together.”

Brands need to manage a mix of “together-ness” without coming off as controlling. Don Tapscott—in his keynote at Gartner 360 recently told us—the audience, “Curate a framework for self-organization.” You need to establish a framework, and leave some room for co-creation and innovation. Ed Thompson, VP at business research firm Gartner, told us a story of Korean make-up website Missha.net. Missha allows users to create their own cosmetics. The website is incredibly successful. And all they are doing is essentially creating a forum for co-creation and innovation. Very in step with the entrepreneurial spirit.

Today we need to make ensure our public facing personae matches every other aspect of our business. Let’s face it—a lack of self-conscious awareness that we are always being watched can be a bad thing.

In the age of social, transparency has forced brands to tell stories when they have wanted to remain quiet. And brands that tell gorgeous meaningful stories, particularly with their customers, are rewarded.

I Can See Clearly Now the Rain Is Gone…

When completely immersed in your world, it can be said that the messages we are sending we are oblivious to. It takes someone outside of our immediate core competency to guide us to the place where we can reach higher ground.

At the end of the day Steve Jobs is right. When you do what you love, you will attract wealth. And to Jobs’ point I will add a brand also needs to be positioned in the right light. The stars need to be aligned.