Prepare Your Brand for Unpredictability

Become a Free Range Brand

For many years, the big brands dominated powerfully over all. Little-known brands struggled to be noticed, hoping for shelf space or a PR miracle that would catapult them to the top.

That’s all changed now says Nicole Ertas, who argues that it’s easier for a challenger brand to gain a following even without the massive marketing budget of the biggest players.

Good news for the smaller players and for personal branding, too.

With little money and recognition, how do the challengers gain traction?

And what must the big names do to respond?

 

Nicole Ertas is the founder and president of The Ertas Group and author of Free Range Brands. She has helped build some of the world’s most influential brands. I recently asked her to share her branding insights.

 

“Authenticity can’t be claimed on the surface, it needs to be practiced.” -Nicole Ertas

 

Design for the Unpredictable

What is a Free Range Brand?

unnamed-2The big legacy brands we’ve known forever were built in an era of one-way, controlled communication.   TV, print, radio, retail distribution were all very controlled and well planned by big brands with big money, locking challenger brands out.

But today, not only have the barriers lowered for the challenger brands, these brands are able to engage communities in ways the big brands don’t know how.  The big brands aren’t set up for this and are quickly losing relevancy.

The brands that are thriving in this new world have made the shift from the old-world model of planning for control to the new world model of planning for unpredictability.  In fact, they are designed for unpredictability.  They are set up to let go.   I call these the Free Range Brands.

 

“A brand must be timeless and trendy at the same time.” -Nicole Ertas

 

Transform Your Brand

How can a brand set itself up to navigate unpredictability and become more relevant?

Today’s consumers demand brands that embrace an unwavering authentic core, but in a hyper-relevant way.  This essentially means that a brand has to be timeless and trendy at the same time.  Unchanging yet reimagined constantly.  This is what the old-school marketing models don’t account for.

The shift to going Free Range is simple, but strategically profound.   It requires transforming your Brand Equity to Brand Currency. Free Range Brands trade in Brand Currency.  This is the new mode of engagement, and one that is true to what a brand stands for.

Brand Currency is the dynamic offspring of Brand Equity. It allows your brand to reinvent itself to become relevant without losing its authenticity. By transforming Brand Equity into Brand Currency, brands become agile in an unpredictable marketing environment where leaders need to make decisions quickly without jeopardizing brand value.

 

“Brand currency is the dynamic offspring of brand equity.” -Nicole Ertas

 

4 Consumer Personas to Understand

Free Range BrandsYou reveal 4 consumer personas who each interact with brands in a different way.  Tell us about them

The key is in shifting your mindset from making the brand the hero to creating entry points for a consumer to become the hero.  From brand purpose to consumer purpose, this is how you build community.

There are 4 powerful ways a consumer interacts with a brand – and they can be understood through distinct personas.  They are:  LORDS, LOVERS, HACKERS, and HAWKS

LORDS are the modern-day influencer.  In the past, influencers used to be celebrities. Today, everyone has some form of a following. These are the Lords.  They seek to be recognized and seen by their followers.

LOVERS:  All brands are headed towards commoditization.  This raises the bar for marketers to build a brand over a product.  Lovers connect on values.  What does your brand stand for that your audience values beyond functional benefits?

HACKERS:  Modern day consumers think if brands are for them, then they should have every opportunity to interact and co-create.  Brands that don’t let consumers “in” are missing a profound opportunity to connect.

HAWKS:  Transparency has unleashed generations of distrust of companies.  Now the Hawks are in power, and they know it.  You need to think about everything from sourcing to hiring to ingredients, or the Hawks will unleash with little warning.

 

23 Hacks to Boost Your Creativity Instantly: FREE Webinar

Awaken the Creative Genius Inside

 

Do you think of yourself as creative?

Ever wish you could be just 5% more innovative?

Do you know how to create an environment that fuels your creative genius?

 

“Vision is the art of seeing the invisible.” –Jonathan Swift

 

Each of us can become more creative. Inside YOU is creative genius, as unique to you as your fingerprints.

It’s up to you to unlock it.

Over many years, I’ve had the opportunity to interview numerous experts in the field of creativity and innovation. Whether learning from an entrepreneur or an artist, I have collected some of the best advice available on how to boost your creativity.

And these experts have shared with me what we get wrong when we think about innovation. There are myths that we believe to our own creative detriment. Don’t believe these limitations which lock you in to a dull, gray world!

 

“This world is but a canvas to our imagination.” –Henry David Thoreau

 

Unlock Your Creative Genius!

You can now access a FREE webinar designed to Unlock Your Creative Genius.

It’s free to all Leadership Insight subscribers.

So, don’t wait! Subscribe today and claim your seat in this online webinar.

If you do, you’ll learn the:

  • #1 true enemy of innovation
  • 9 myths and misconceptions about creativity
  • Why being stubborn and unreasonable may be just the ticket
  • 8 symptoms of a culture lacking in innovation
  • 4 creative styles
  • 23 hacks to boost your creativity instantly
  • What color to paint your room to increase your creativity
  • How to use exhaustion to your creative benefit
  • What color to make your wallpaper on your phone
  • How to use procrastination to help create masterpieces

Unlock YOUR creative genius! Learn how anyone, anywhere can tap into the innovator inside.

 

“You can’t use up creativity. The more you use, the more you have.” –Maya Angelou

 

“Creativity is the way I share my soul with the world.” -Brene Brown

 

“Creativity is a wild mind and a disciplined eye.” -Dorothy Parker

 

Why not make this the year where you uncover the artist, the innovator, the creative genius inside of you?

 

Get access to my new webinar and increase your odds of success! By signing up for FREE to Leadership Insights, you will have a positive stream of ideas and insights to support your own goals.

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Great Basketball Quotes to Up Your Game

March Madness Inspiration

 

It’s March.

In the United States, that means basketball.

March Madness was born on March 27, 1939. The record for the most successful team ever is still held by UCLA with eleven championships. How many of those were directly under the leadership of legendary basketball coach John Wooden? An astounding ten. Still amazing. Pat Summit’s record is also one for the history books with six championships for Tennessee (and 1,098 career wins!).

As someone who collects inspiring quotes, there is an unending supply of great ones from outstanding players and coaches.

 

Here are a few of my favorites:

 

Quotes from Basketball Greats

 

“Confidence is what happens when you’ve done the hard work that entitles you to succeed.” –Pat Summitt

 

“Those who work the hardest are the last to surrender.” –Rick Pitino

 

“What to do with a mistake: 1. Recognize it. 2. Admit it. 3. Learn from it. 4. Forget it.” –Dean Smith

 

“Sports do not build character, they reveal it.” –John Wooden

 

“In order to achieve positive results, one must work for them, not hope for them.” –Bobby Knight

 

“Commitment separates those who live their dreams from those who live their lives regretting the opportunities they have squandered.” –Bill Russell

 

“Overcoaching is the worst thing you can do to a player.” –Dean Smith

 

“Coaches win practices, players win games.” –Pete Carril

 

“Good players want to be coached. Great players want to be told the truth.” –Doc Rivers

 

“Shout praise and whisper criticism.” –Don Meyer

Essential Daily Exercises for Becoming More Successful

Become Wealthier, Smarter, and More Successful

 

Do you want to break old habits?

Do you want to manage your time more effectively?

Do you want to motivate your staff and be a more effective leader?

 

Rhett Power is cofounder of the toy company Wild Creations, named one of Inc. Magazine’s fastest-growing companies. He is a speaker and author and has written for numerous publications from Time to the Wall Street Journal. I recently spoke to him about his research on success.

He says that success today isn’t just taking a few steps, but it is available to all if you take action day after day, week after week. Rhett’s new book, The Entrepreneurs Book of Actions: Essential Daily Exercises and Habits for Becoming Wealthier, Smarter, and More Successful, focuses on 53 weeks to accomplish lasting change and success.

 


“Successful people create a supportive network.” -Rhett Power

 

Why Personal Development is Critically Important

As a busy entrepreneur, with multiple conflicting to-do lists, how do you prioritize personal development? Why is this critically important?

In my first business, I learned that if I didn’t take the time for personal development, then my business would suffer. I buried myself into making that first business work. I worked 20 hours a day seven days a week. After two years, I was nearly bankrupt, and I was physically and emotionally wiped out. I wasn’t reading, eating well, exercising, or spending time with family and friends. When I stopped to reevaluate my life and made significant changes, I saw dramatic results.

I started taking more time out of the business. When I was well rested, I made better decisions. When I started exercising, I had more energy and was more productive. When I started to take time for personal and professional growth, meaning spending time reading, researching, and planning, my business took off.

 


“Constant self-improvement is as important as a physical workout.” -Rhett Power

 

Overcome Your Fears

Let’s start with overcoming fears. You faced some seriously challenging days and, in the end, you now say that facing a fear helps you gain strength. What practical tips can you share for someone who feels paralyzed with fear?   

I have always believed I would rather have my fate in my own hands than in someone else’s. That is why I kept going even when times were tough, and I was scared we were going to fail. It’s important to understand that significant fear cannot be overcome overnight. That’s why it’s significant. To effectively deal with this kind of fear, it’s helpful to break down the object of your fear into small, more manageable parts. One of the benefits of breaking down a task that you fear is it can provide you with some insight as to what, specifically, about the task causes you to have fear.

The other thing that always makes me less fearful is preparation. Everyone remembers the feeling of confidence you get from being ready for that school exam. You also know the feeling of not being prepared. I find being over-prepared makes that feeling of fear turn into confidence.

Each time you face a fear, no matter how small, and overcome it, you gain great strength. That strength turns to courage and that courage to confidence in the doing–no matter what “doing” you might be called upon to do.

 

Reward and Recognize Good Work

You share the importance of valuing employees. As an entrepreneur, you also know that resources are often a challenge. What creative ways have you seen to accomplish this goal on a limited budget?

Even on the tightest budget, you should recognize and reward great work. Here are some things I do in my businesses:

  • Ask staff to post recognition notes to each other on a bulletin board. Add testimonies from external customers.
  • Give people time off. Time is the most precious gift, and people will always remember that afternoon or day to do what they love.
  • Send a letter to the employee’s family, telling them why their loved one is so important to the company’s mission.
  • Do one of the employee’s least favorite tasks.
  • Give a coffee or carwash gift card, sports or movie tickets.
  • Allow people to work from home or present them with a “flexible day” certificate.
  • Give departments their own week: Accounting Week, Programmer Week, etc. Recognize the contributions made, take them to lunch, make certificates.
  • Create opportunities: to be a mentor, chair a committee, do research.
  • Celebrate birthdays, babies, weddings, graduations, and any happy time.
  • Establish a “Wall of Fame” for photos and clippings that recognize outstanding achievements. Mention staff in the company newsletter, too.
  • Say, “I’m glad you’re here,” and “Thank you.”
  • Bring people together for cake and socializing or a meal like a potluck lunch.

 

Boost Your Bliss