In the world of marketing & branding, professionals have to a tendency to look at all campaigns from an analytical standpoint. If it’s not about dollars and cents, it’s about social media numbers and SEO reach. Sometimes, we miss great opportunities because of our love for numbers and why it makes sense to a branding/marketing campaign.
Recently, in conversation, an associate talked about dialogue that was had about the term, “holistic’ from a branding and marketing viewpoint. The person mentioned that the individuals involved believed that it is unethical, unrealistic and bias use to the holistic approach in that industry. I was shocked to say the least. But in an industry this large, there will always be misunderstanding and tradition, in my opinion. Since I am a believer in the holistic approach, I wanted to present my rationale in why I use a 50/50 formula in the creation of marketing/branding strategies. I like numbers but I like to use psychology and spirituality in my process of creating a dynamic campaign, as well. It is important to look at revenue but it is greatly important to look at consumers from a more humanistic stance.
The term, holistic is the following,
Characterized by comprehension of the parts of something as intimately interconnected and explicable only by reference to the whole.
Characterized by the treatment of the whole person, taking into account mental and social factors, rather than just the physical symptoms of a disease.
Noticed that I showed you two definitions of holistic so that you can get a more reasonable understanding of the word. In my reality of branding and marketing, it is important for me to see the entire picture of new product/service and how it will affects the livelihood of the potential customer. That’s lifestyle/cultural branding. It takes the numbers in account but it looks at its consumer as a whole person not just a formula on a piece of paper. It may cost more on the front end. At the end of the day, you will have brand loyalty and an awareness that you have not had in the past. I know my consumer on an intimate level due to focusing on his or her psychological and spiritual needs.
For the professional, it is about what you comfortable with. You may be a traditionalist and don’t see the point. Gotcha. You may be totally for the holistic approach and by pass the numbers game in the marketing and branding industry. Gotcha. As a consultant, I’m more content with the 50/50 format. I don’t believe that using the holistic approach along with analytics is unethical or bias.
To be brutally honest today, I am tired of the contradictory agenda that we, as Americans are producing globally on a daily basis. We want to show off our American culture to other countries, but want to disengage from the fact that this country was built on a multi-cultural/ethnic/religious platform. We glorify the con artist and make them a box office hit while leaving the truly gifted to fight for notoriety. The “affluent” walk in economic freedom while the middle class, working class and poor are mustering up the strength to get to work everyday. From the “threat” of Ebola to the deaths of young minorities at the hands of Anglo individuals to ISIS, brands are gathering information to see what steps are need to survive in today’s global climate.
How do you maintain and cultivate your brand through this back and forth banter of what is right and what is wrong? Honestly, my answer is to free your mind of yesterday’s news and focus on a better agenda for yourself only. It is all about you, ladies and gentlemen. It is your vision and mission that will bring allies and associates to your door. We can no longer conform to the needs of naysayers, government officials, law enforcement leaders, pastors and other people of valor. They don’t live your reality. You do. A global thinker cannot afford to dwell on things in a physical manner. Much of what we do is based on instinct and risk taking; not building a team of drones to follow your every waking move. Well, at least, not my brand anyway.
I no longer really care for or about the conversation of community leaders, media folks, ignorant people and the sophisticated, for that matter. I have done what was honorable in my eyes from a personal and business viewpoint and have seen no real progress in five years of existence as an Entrepreneur. To be blunt, putting the community first and not myself is why I am standing here in this moment. Financial freedom is what I based my progress on not popularity or prominence.
Things will be changing drastically in 2015. We will be dealing with propaganda of presidential candidates and other elected officials vying to get put up in Washington DC. Lets communicate our needs, economically and intellectually to see if we can create a positive paradigm shift in the global infrastructure.
Women want funds, girls want to have fun….
#life #business #freedom #FranklyFriday
Yes, the racial (intra & inter) conflicts in the United States will take far more work than prayer & worship. But I can damn sure tell you strategic violence will only make matters worse. This person is very local in his thought process…a very physical thinker.
For those minorities who are global thinkers, we’re making changes to affect economic, educational and legislative movements to make change for the younger generations to come in the US. Stop being physical, live in the spirit of peace & progress.
Put your money where your mouth is talking….but I doubt you will. I’m though..
As a Event Professional, where do you draw the line when it comes to your duties and responsibilities for a client? I asked due to dialogue in the industry based on the demise of an Event Planner, recently. She lost potential clients and sponsors based on a disagreement with her celebrity client. It appeared to me that she has been blackballed by the celebrity.
Now, you are thinking, “What the hell did she do to get blackballed?”. From my understanding, the event was slated to be a very formal, after 5 event which was to announce the winners of scholarships given by the celebrity on a yearly basis. The day of the event, it looked more like an after-party in the honor of the musician. Trust me. I saw the pictures of the event and I saw more people in club attire than formalwear.
The celebrity was not impressed by the attire worn by the guests in attendance and felt the Event Planner did not do her job properly. Don’t forget this event was last year, though. As well, the issue of attire has always been a problem for this particular public social gathering.
But is that the fault of the Event Planner or another person on the celebrity’s team? In my opinion, it depends greatly on what the Event Planner was assigned to do. The EP is to create and delegate the event obligations to be successful in the eyes of the client and guest. Usually, It is the operational and logistical component of the function.
The pictures that I saw from the event did not speak of an After 5 event. It spoke of an after-party. In order for it not to be the EP’s fault, the decor must speak of a ceremonious gathering. Throwing plants and badly created centerpieces on basic white tablecloths doesn’t read elegance or formal. You can blame the Event Designer but you’re the Event Leader. I wouldn’t waste my money for a formal gown if it looks like I should wear my LBD based on decor. The event space was on point but wasn’t used to its maximum capabilities.
We, as Event Professionals, need to be clear and precise about what we will and can’t do. If we don’t, we may end up in a world of trouble due to miscommunication with the client, guest and/or sponsor.
FYI: The photo shown isn’t the event that I’m speaking about….just need a visual of a formal event.
Check this coat out from #JCrew Fall Winter 2014 Collection. A definite must for guys this winter….
#fall2014 #fashion #style #wardrobestyling #menswear
As always, I preach your written and visual content is important to the progress of your brand. It is ever changing based on the needs of the consumer along with any outside and internal entity that is invested in the success of the brand. For most content marketing professionals, it is important to keep abreast of all things associated to the brand in order to present the organization in the best possible light.
How do you control, monitor and express your brand’s mission and vision in the midst of a situation that is out of its control? Recently, I was in conversation with a person who I will call Katie (name changed due to severity of the issue). Katie used a low cost travel provider called Megabus to travel from Chicago to Houston one way. According to its website,
Megabus.com is the first, low-cost, express bus service to offer city center-to-city center travel for as low as $1 via the Internet. Since launching in April 2006, megabus.com has served more than 30 million customers throughout more than 100 cities across North America. Our luxury single and double deckers offer free wi-fi, at-seat plug ins, panoramic windows and a green alternative way to travel.
It is a brand extension of Coach USA, Inc., a luxury charter and tour bus company in the US.
During her travels, Megabus made a stop in Memphis, TN. Upon Katie’s arrival, the other passengers and herself were met by the City of Memphis’ Police Department Drug Tactical Team. Led by an African American man, his team brought out a drug sniffing dog to check the luggage of those arriving to the city via the low cost travel provider. The passengers were not allowed to get off the bus until the dog smelled every piece of baggage. According to Katie, the Megabus staff said that this is just how Memphis operates with Megabus from time to time.
After the everyone retrieved their belongings, it appeared to Katie that the Drug Tactical team was not done. The group stopped a family (mother and her two adult sons) and asked to search their luggage. Nothing was found. Actually, Katie felt like Memphis PD wanted to search her baggage. The woman was carrying a 62’ suitcase due traveling to Houston for business and friends for the month. She believed law enforcement was on the bus in route as well. The family mentioned contacting a lawyer to see if there were any grounds to sue Megabus due to their inconvenience in Memphis, TN.
As a branding professional, Katie realized the city of Memphis destroyed the image and potential revenue for Megabus and its parent company, Coach USA in one brief moment. Many people were left with the thought, “Should I continue using Megabus and Coach USA?” Many were grumbling that this bus is a cost effective way of travel and now people were wondering where to look for other travel arrangements.
How does a brand recover after an incident that is out its hands? Megabus (Coach USA) cannot control the government’s actions nor can they control the movements of its consumers. Brands die daily at the hands of people who do not have directly involved with the entity, intentionally and unintentionally.
On a personal note, I told Katie a great deal about the City of Memphis and its leadership based on my experience there. I wasn’t really surprised. They were more concerned about my physical pretty factor and martial status then caring for needs of those with mental and physical disabilities.
On a professional tip, I just have no words for Megabus but to drop the stop in Memphis. Let them take Greyhound or other travel outlets. To other branding professionals, my question is, “What is your thoughts on this situation?”
Until Next Time,
What do you say to someone who tells you that you don’t use your pretty properly? Coming towards the end of 2014, woman in the workplace today are still fighting that same question that their ancestors have fought to dismiss many years ago. Sexism and ageism are still bothersome issues for the female business leader.
Now, “Using Your Pretty” is different from “Embracing Your Pretty”. Embracing means that you have accepted and realized value, internally and externally. In my mind, “Embracing Your Pretty” leads to women using it properly. I just get tired of the stares and murmuring of those who believe I could get further in my career if I used my pretty more effectively and efficiently in their world. “Their” only focus is the physical pretty. My focus is not only on my physical beauty but also my spiritual and intellectual beauty. Yes, you can be beautiful and have book and street smarts. It is not an anomaly.
To “use” your pretty physically, it has a lot to do with sexual prowess which is not going to become a professional debate. I find “pretty” women who use their sexual gifts as a way to boost their career as powerless not powerful. Everything physical comes to end, ultimately. As a woman, it is a gift to be able to give birth. From what I see not many women who use their physical “pretty” factor to achieve their calling survive, mentally, bodily and spiritually. Something has to die if you going to just focus on the physical to “make due”.
At the end of the day, you have truly know yourself in order to realize how to “use your pretty” properly. Some will use only the physical while others will use facets of their beauty to make strides. It is up to you.
Until Next Time,
Good day, y’all!
Starting Friday, September 26, 2014, my availability will change. I will not be available most mornings until the end of October. Don’t be afraid to contact me, though. I am still open to working on other projects in the midst of my availability change. Please feel free to contact me via email (firstname.lastname@example.org) for any inquiries related to Indigo7 Marketing & Events & L’ Atelier Indigo7 by Ndidi O.
Give me 24 to 48 hours to respond to all emails sent.
Ndidiamaka “Ndidi’ C. Onukogu, MBA