Rants from the Brand Coach: 2012

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Brand Acceleration is a full-service marketing communications, brand management and public relations firm with a focus on economic development, architecture, engineering and construction.

How Big is Your Dream?

How Big is Your Dream?

Set huge goals for the new year

I’ve always been a dreamer. As a child, I would sit at a table in front of the television and pretend I was the famous newsman Walter Cronkite. At a time when there were only three stations on TV, he was like a god. Along with Walt Disney, Ben Cartwright, and Ed Sullivan, he was every young person’s idol.

Like most people, my dreams constantly evolved. For a while, I wanted to be a photographer, a dream that still smolders inside me, a business owner, something I’ve done several times, and a travel writer, for purely selfish reasons.

I guess it is the goal-setting aspects of dreaming that have most affected my life. I tend to always look at ways to achieve bigger and bigger things.

Now, as the owner and CEO of Brand Acceleration, Inc., a branding, marketing communications, and public relations firm, the way I measure my successes has changed. I no longer focus solely on staff count, revenues, and shiny awards. We actually shy away from awards. My focus is now on the quality of our work and the reputation of the company – the brand value. As industry specialists, we strive to intimately know, in extreme detail, the needs of clients in the economic development, architecture, engineering, and construction (AEC) industries. Curiously, now that my focus is off the typical growth measurements, the company has begun to experience rapid growth.

What’s your dream?

So, at the time when people begin thinking about their New Year’s resolutions, what drives or excites you? Is it to grow your income by 5, 10, 20 or 50%? Why not 100%? Is it to make one more sale per month? Why not four? Are such goals realistic? Maybe not, but then maybe they are.

What I’ve learned about myself is that my successes are only as big as my dreams and goals. Small dreams equal small successes. Large dreams help drive our team to accomplish bigger and better successes.

Years ago, I also learned that our successes are the result of great clients and the outstanding Brand Acceleration team. Our strategists, writers, designers, programmers, and administrative professionals are the best in the business. Every day, I observe, in amazement, a group of people who work together to make big things happen for our clients.

As we wrap up a year of phenomenal growth and a wild ride, I hope you, too, are dreaming big of the potential of 2013.

What’s your dream for the coming year? I’d love to hear from you. Feel free to share your thoughts and personal experiences below.

Have a great week,

Jim Walton

CEO

Brand Acceleration, Inc.

Branding // Marketing Communications // Public Relations

Indianapolis: 317.536.6255

Charlotte: 704:230:0394

Atlanta: 404.474.7980

Fax: 317.222.1425

Cell: 317.523.7380

jim@brandaccel.com

Brand Acceleration is a full-service marketing communications, brand management and public relations firm with a focus on economic development, architecture, engineering and construction.

Sunday, November 18, 2012

Boring Turkey, Again?

Boring Turkey, Again?

Save room for the old and the new

Last week, our family had the annual discussion about which dishes should be on our Thanksgiving menu. “We always have the same old things. We need to change it up a bit,” one person said. “But, I really like the traditional dishes,” someone else said.

The marketing communications industry faces a similar discussion. On one side of the argument, some people believe such tactics as web, social media, blogs, webinars, e-magazines (such as Rants from the Brand Coach), and e-discussion groups are the only way to go. As a marketer, you must produce powerful content which is interesting, entertaining, and educational, helping the audiences do their job.

On the other side, you have traditionalists who believe tactics such as direct mail, e-mail, phone calls, and media advertising are the best approach. Sadly, there are those who believe these “old” forms of marcom are outdated, old fashion, and useless. They’re wrong!

Just like the Thanksgiving dinner, there’s room for the old and the new. Smart marketers understand how a well thought out program includes a balanced approach, reaching audiences in multiple ways. Just because direct mail isn’t as cool or doesn’t command the buzz of social media doesn’t mean it won’t work. At Brand Acceleration, our team analyses audiences to determine just the right mix of old and new in order to generate results for our clients.

So, whether your Thanksgiving dinner includes turkey and baked beans or tofurkey and vegan stuffing, just remember that life offers vast choices, all of which are great. Marketing techniques vary just as widely. In the right combination, they are all delicious.

Happy Thanksgiving. Eat up!

Jim Walton

CEO

Brand Acceleration, Inc.

Branding // Marketing Communications // Public Relations

Indianapolis: 317.536.6255

Charlotte: 704:230:0394

Atlanta: 404.474.7980

Fax: 317.222.1425

Cell: 317.523.7380

jim@brandaccel.com

Brand Acceleration Web Site

Brand Acceleration is a full-service marketing communications, brand management and public relations firm with a focus on economic development, architecture, engineering and construction.

Good Economic News 11-20-12

Good Economic News

Here's just part of the good economic news to cross my desk over the past three weeks.

In Caldwell County, North Carolina, wood millwork manufacturer Woodgrain Millwork, Inc. will locate a new facility, creating 170 jobs.

Hitachi Powdered Metals, Ltd.will expand its operation in Greensburg, Indiana, creating 60 new jobs.

Benteler Steel, a maker of steel tubes, will open a new facility in The Port of Caddo-Bossier, Louisiana, creating 675 new jobs.

In St. Ansgar, Iowa, Grain Millers, Inc., a supplier to the food industry, will expand and create 10 new jobs.

In Birmingham, Alabama, Revere Control Systems has added 12 employees since July and has openings for more.

Steag Energy Services, a provider of environmental consulting and manufacturing services, will expand in Cleveland County, North Carolina, creating 29 new jobs.

Unicar Products Group, a maker of auto components, will expand in Wyoming, Michigan, adding 150 employees.

In Dekalb County, Indiana, auto parts supplier TRIN, Inc. will expand and create 75 jobs.

In Woodbury County, Iowa, fertilizer maker CF Industries will expand and create 100 new jobs.

W. Lee Flowers, a wholesale grocery company, will expand its operation in Florence County, South Carolina, creating 15 jobs.

In Pineville, Louisiana, Procter & Gamble will consolidate a detergent-powder operation and hire 50 people.

In Washington, Indiana, MacAllister Machinery Company, a distributor of Caterpillar products, will expand and create 61 jobs.

International Component Repair, a maker of aerospace products, and IHI of Japan will open a new facility in Villa Rica, Georgia, creating 25 new jobs.

In Donaldson, Louisiana, fertilizer maker CF Industries will expand and hire 93 people.

The Armored Group, a maker of armored vehicles, will expand its operation in Dearborn Heights, Michigan, creating 240 new jobs.

In Madisonville, Kentucky, Berry Plastics, a maker of injection-molded plastic products, will expand and create 400 jobs.

In Batesville and Newark, Arkansas, Peco Foods, a poultry processor, will expand and create 300 new jobs.

Kalo Foods, LLC, a gluten-free bakery, will open a new facility in Rockingham County, North Carolina, creating 21 jobs.

In Johnston, Iowa, seed producer DuPont Pioneer will expand and create 100 jobs.

In Chicago, Illinois, biopharmaceutical company Durata Therapeutics will open its headquarters and hire 100 people.

Express Software & Services, LLC, an information technology and software provider, will expand its operation in Indianapolis, Indiana, creating 33 jobs.

Truck bed fabricator Conley Fabrication will expand in Wood County, WV, hiring 10 people.

Nachurs Alpine Solutions, a maker of fertilizer, will expand its operation in Iberville Parish, Louisiana, creating 16 jobs.

In Livonia, Michigan, rivot maker Henrob Corporation will expand and create 152 jobs.

Luxury hardware and accessories producer Portals Hardware will relocate to Kansas City, Missouri, creating 16 jobs.

In Gaston County, North Carolina, auto equipment supplier Otto Nussbaum GmbH & Co. KG will open a new facility, creating 83 jobs. Congrats to Donny Hicks and the team at Gaston County Economic Development Corporation, a Brand Acceleration client.

In Huntington County, Indiana, compression molding maker Continental Structural Plastics, Inc. will expand and add 50 employees.

United Parcel Service (UPS) recently opened a new distribution center in Norcross, Georgia, creating 1,000 jobs.

Indigo Biosystems, Inc., a software provider, will expand its operation in Indianapolis, Indiana, creating 63 jobs.

Summit Polymers, a maker of auto components, will expand its business in Portage, Sturgis, and Vicksburg, Michigan, adding 70 employees.

Underground mine equipment business Walker Machinery will expand its business in Kanawha County, West Virginia, creating 38 jobs.

In Greenville, South Carolina, data backup service provider Servosity will expand and add 30 employees.

Celanese Corporation, a technology and materials company, will expand its operation in Giles County, Virginia, creating 22 new jobs.

Total Jobs Announcements: 4,239

Jim Walton

CEO

Brand Acceleration, Inc.

Branding // Marketing Communications // Public Relations

Indianapolis, Indiana: 317.536.6255

Fax: 317.222.1425

Charlotte, North Carolina: 704.230.0394

Atlanta, Georgia: 404.474.7980

Cell: 317.523.7380

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Brand Acceleration is a full-service marketing communications, brand management and public relations firm with a focus on economic development, architecture, engineering and construction.

Monday, October 29, 2012

Good Economic News 10-30-2012

Good Economic News

Here's just part of the good economic news to cross my desk over the past three weeks.

Oppermann Webbing, a maker of tie-downs and webbing for cargo transportation, is expanding its Piedmont, South Carolina facility and will hire 20 new employees.

Children’s apparel maker Carter’s, Inc. will combine its retail store and financial operations with its current Atlanta, Georgia-based headquarters and bring 200 jobs to the area.

In Forsyth County, North Carolina, Deere-Hitachi Construction Machinery Corpooration, a maker of excavators, will expand and create 340 jobs.

Software maker Microsoft Corporation will expand and add 500 jobs companywide.

SpanTech, manufacturer of conveyor systems for the food and pharmaceutical industries, plans to expand its Glasgow, Kentucky operation and add 25 jobs.

In Neenah, Wisconsin, customer outsourcers Alta Resources will expand operations and hire 1,031 new employees.

Pro Towels, a provider of screen printing and embroidery services, plans to expand its operation in Abbeville, South Carolina and hire 50 new employees.

In Hendricks County, Indiana, electrical products maker Regal Beloit Corporation will consolidate operations and create 50 new jobs. Congrats to Cinda Kelley-Hutchings with the Hendricks County Economic Development Partnership.

Financial services firm Fidelity Investments will build a data center in Papillion, Nebraska and create 35 new jobs.

Textile maker Fendrich Industries, Inc. will expand its operation in Polk County, North Carolina and create 23 new jobs.

JP Morgan Chase will expand and add 7,000 jobs companywide.

Emerson Electric Company plans to build a new regional headquarters for its Process Management division in Gonzales, Louisiana and hire 50 new jobs.

In Duncan, South Carolina, fiber optic product manufacturer AFL will expand its operations and hire 95 new employees.

In-home care provider Home Helpers will expand and hire 1,800 new employees.

In Ft. Wayne, Indiana, automotive supplier, VOSS Automotive, Inc. will expand and add 30 employees.

Software company LockPath plans to expand its Overland Park, Kansas office and add 100 new employees.

K-Fab, manufacturer of products for the natural gas industry, will expand operations in Berwick, Pennsylvania and create 50 jobs.

Crescent Dairy and Beverages LLC is building a new beverage processing facility in Walterboro, South Carolina, which will generate 60 new jobs.

Beyond Payroll, LLC, will relocate its headquarters to Indianapolis, IN and add 59 jobs.

NitraCore, manufacturer of wetsuits and high-performance rubber products, will establish its headquarters in Lyon County, Kentucky and create 10 jobs.

General Motors will add 2,000 IT jobs companywide.

Pressure vessel manufacturer Contract Fabricators plans to expand operations into Luka, Mississippi and hire 50 new employees.

Auto parts supplier Tsuda Industries Co., Ltd. will open a new facility in Hancock County, Indiana, creating 116 new jobs. Congrats to our friend Skip Kuker, economic developer.

NextLife Asset Recovery Services will open a new headquarters and processing facility in Rogers, Arkansas and hire 350 new employees.

Burlington Coat Factory will expand and add 230 non-holiday employees.

In Camden, South Carolina, INVISTA Performance Surfaces and Materials will grow its facility and generate 50 new jobs.

Structural lumber manufacturer Weyerhaeuser Engineered Lumber Products will create 30 jobs when it modernizes its Natchitoches, Louisiana forest products plant.

Physicians Choice Laboratory Services plans to build a new facility in York County, South Carolina and hire 364 employees.

Chesapeake Energy will expand and add 300+ employees companywide.

E&I, supplier of automotive sealant and adhesives, is expanding its facility in Tallassee, Alabama and hiring 20 new employees.

Living Essentials, the maker of 5-hour ENERGY, will expand its operation in Wabash, Indiana, creating 200 new jobs.

Marco’s Pizza is expanding and will hire 1,300 new employees.

A joint venture between OCI Enterprises and ERCAM Energy will create a solar tracker manufacturing facility in San Antonio, Texas and generate 800 jobs.

In Caldwell County, North Carolina, Baker Waste Equipment will locate a new facility and hire 60 people.

In Utica, Kentucky, Valley Truck Equipment is expanding operations and adding 12 jobs.

McGill Environmental Systems plans to open an organics recycling facility near Moncks Corner, South Carolina and hire 25 staff members.

Security company ADT plans to add 300 jobs at its office in Knoxville, Tennessee.

Childhood education provider Goddard School will expand and create 400 new jobs companywide.

ZF Group, Germany-based driveline and transmission manufacturer, will add 100 employees to its operation in Marysville, Michigan.

Japanese automaker Nissan Motor Company will add a third shift at a vehicle assembly plant in Smyrna, Tennessee and create 810 jobs.

In Greenville County, South Carolina, spring and fastener manufacturer MW Industries will expand its Springmasters Division and hire 10 new employees.

Hy-Pro Filtration, an industrial filtration products manufacturer, is moving to Anderson, Indiana and adding 107 jobs.

In Greensboro, North Carolina, banking corporation BB&T plans to open a corporate office and create 1,700 new jobs.

Denver Global Products will locate its manufacturing, distribution, and R&D operations in Lincoln County, North Carolina and generate 450 jobs.

General Motors is creating a new software development center in Warren, Michigan and adding 1,500 new jobs.

In Hoke County, North Carolina, Unilever United States, Inc., a maker of personal care products, will expand and create 21 new jobs.

Total Jobs Announcements: 22,833

Jim Walton

CEO

Brand Acceleration, Inc.

Branding // Marketing Communications // Public Relations

Indianapolis, Indiana: 317.536.6255

Fax: 317.222.1425

Charlotte, North Carolina: 704.230.0394

Atlanta, Georgia: 404.474.7980

Cell: 317.523.7380

LinkedIn

Twitter

FaceBook

Google+

Brand Acceleration Web Site

Brand Acceleration is a full-service marketing communications, brand management and public relations firm with a focus on economic development, architecture, engineering and construction.

Friday, October 26, 2012

Define Your Competitive Advantage

Define Your Competitive Advantage

You have thirty seconds. Go!

Have you ever attended one of those speed networking events? According to Wikipedia, the online authority on everything, “The practice involves multiple people that gather in a single space in order to exchange information. Participants greet each other in a series of brief exchanges during a set period of time.” While I’ve never participated in such an event, I’ve taken an idea from the format that serves Brand Acceleration clients very well. I’ll ask them to imagine they are face-to-face with a prospective client and then give me their elevator pitch in thirty seconds or less. I ask them to think hard because time is limited and every word must count. Wow! The result is often an agonizing, poorly thought out, rambling of indecipherable gibberish. Then, they’ll say something like, “This is hard, Jim. I’ve never had to do this before.” Really?

At this point, the first thing that many people want to do is consider how their company or community stacks up against the competition. “We’re better than them because…..” Wrong answer! Forget the competition. It’s not about them. It’s about the prospective customer. When you are face to face with a prospect, your every thought should be, “Who is this person and what does he or she want to hear from me?”

At Brand Acceleration, when we first meet with a prospective client, the first thing we want to discuss is their customers and prospects. In the case of an economic developer, we want to know about their target industries and why they feel their community is a good fit for them. We’re looking for evidence that such items as workforce skills, proximity to markets, transportation networks, available resources, and other factors have been very seriously considered.

For our AEC (architecture, engineering, and construction) prospects, we discuss such topics as their understanding of the building’s end user, their unique experience in designing and building sustainable buildings, working within a working hospital or university, etc.

If the community or company cannot clearly define its competitive advantage, it may be engaging in nothing more than wishful thinking. Several years ago, while working at another agency, one of my clients dubbed me “Mr. Why” because no matter what he told me about his company, I would ask him why that was important to the customers. By repeatedly asking this question, I gently forced their team to carefully consider what was clearly a competitive advantage and what was just promotional talk.

Once, when I was in the radio network business, the gentleman who was responsible for our on-air product placed a large sign in front of the microphone in every broadcast studio. In big letters, it said “WHOGAS?” It was his way of reminding the news people that every word uttered should provide benefit to the listeners. No fluff. No worthless drivel. Every word mattered. WHOGAS? is an acronym for “Who Gives A Sh**?”

In a recent article in Inc. Magazine, a writer quoted Harvard marketing professor Theodore Levitt: “People don’t want to buy a quarter-inch drill, they want a quarter inch hole.” So, marketers, rather than thinking about the features and benefits of your drill, consider the hole.

So, here’s a simple assignment: Find a quiet place where you can be alone and uninterrupted. Turn off your phone. Ask yourself these questions: 1) For which customers is my company or community the perfect fit? Why? Be specific. 2) If I were the prospective customer, across the table from me, what would I want to hear? No features and benefits, here. Consider the hole. 3) Write your 30-second elevator pitch. Practice it. Memorize it. Make every word count.

This exercise, done right, will impact everything you do. It should be reflected in your web site, ads, brochures, staffing decisions, and everything else that defines your community or company marketing efforts.

I’d love to hear from you, too. Feel free to share your thoughts and personal experiences below.

Have a great week,

Jim Walton

CEO

Brand Acceleration, Inc.

Branding // Marketing Communications // Public Relations

Indianapolis: 317.536.6255

Charlotte: 704:230:0394

Atlanta: 404.474.7980

Fax: 317.222.1425

Cell: 317.523.7380

jim@brandaccel.com

Brand Acceleration is a full-service marketing communications, brand management and public relations firm with a focus on economic development, architecture, engineering and construction.

Saturday, October 6, 2012

Good Economic News

Good Economic News

Alternative fuel maker Fram Renewable Fuesls will expand in Jeff Davis County, Georgia, creating 80 new jobs.

Birtley, a maker of coal equipment, will open a new facility in Lexington, Kentucky, creating 30 new jobs.

Checkers Burgers will add 450 new employees

In Anderson County, South Carolina, Henry Molded Products, Inc. a maker of packaging products, will expand and hire 18 people.

In Greencastle, Indiana, Ascena Retail Group, an apparel retailer, will expand and add 242 employees.

Ayrshire Electronics, a maker of electronic products, will expand its operation in Corinth, Mississippi, creating 15 new jobs.

In Troy, Michigan, Alternative Automotive Technologies LLC, an automotive engineering company, will expand and create 176 new jobs.

Children’s Lighthouse daycares will add 400 employees.

Mayser Polymer USA, a foam molding company, will expand in Canton Township, Michigan, creating 50 new jobs.

In Richland County, South Carolina, McEntire Produce, Inc., a food processor, will expand and create 85 jobs.

Polaris Industries, Inc., a maker of motorsports products, will expand its facility in Spirit Lake, Iowa, creating 79 jobs.

In Cullman, Alabama, Topre America, a maker of auto components, will expand and hire 200 people.

Party City party supply stores will expand and add 2,000 employees

Polaris, a maker of motorsports products, will open a research and development facility in Wyoming, Minnesota, hiring 350 people.

In Warsaw, Indiana, hip replacement maker Iconacy Orthopedic Implants LLC will expand and create 50 jobs.

In Sandersville, Georgia, General Biofuels, a maker of wood pellet products, will open a new facility and hire 35 people.

Hantover, Inc., a distributor to the food industry, will expand its operation in Overland Park, Kansas, creating 120 new jobs.

ANANGO cleaning services will expand and add 187 new jobs.

In Shell Rock, Iowa, farm equipment maker Unverferth Manufacturing Company will expand and create 75 new jobs.

Autoform Tool & Manufacturing, Inc., a specialty tool maker, will expand its operation in Steuben County, Indiana, creating 95 new jobs.

Office furniture maker HNI Corporation will expand its business in Muscatine, Iowa, creating 30 new jobs.

First Home Corporation, a provider of caregiver services, will add 80 new jobs.

Meyer Distributing, Inc., a provider of automotive products, will expand its headquarters in Dubois County, Indiana, creating 109 new jobs.

In Greenville County, South Carolina, Drive Automotive Industries of America will expand and hire 60 people.

Bell Lumber & Pole Company will establish a new facility in Western Nebraska, creating 30 new jobs.

BJ’s Restaurants will add 3,200 employees.

McKesson Corporation, a healthcare services provider, will open a distribution center in Frederick County, Virginia, creating 205 new jobs.

In Guilford County, North Carolina, Piedmont Pharmaceuticals LLC will expand and create 14 new jobs.

RSB Transmissions, a maker of automotive and heavy equipment components, will expand its operation in the City of Homer, Michigan, adding 100 employees.

Electronics retailer HH Gregg will expand and add 1,000 employees.

In South Bend, Indiana, RACO, a maker of electrical boxes, will open a distribution center and hire 77 people.

In Bibb County, Alabama, ThyssenKrup Steel USA, a provider of production materials, will expand and create 45 new jobs.

Thunder Tool & Manufacturing Ltd, a metal stamping company, will open a manufacturing operation in Richmond, Kentucky, creating 45 jobs.

In Williams Charter Township, Michigan, Merson USA Midland, a maker of extreme environment materials, will relocate and expand, generating 32 jobs.

Foss Manufacturing, a maker of non-woven fabrics, will open a manufacturing and distribution operation in Floyd County, Georgia, creating 150 new jobs.

Right-At-Home, a provider of in-home care services, will add 500 employees.

MAPAL, Inc., a tooling company, will open a new facility in Greenville County, South Carolina, creating 30 new jobs.

In Lexington, Kentucky, Allylix, Inc., a maker of renewable chemicals, will expand and add 14 employees.

Bondex, Inc., a maker of non-woven materials, will expand its operation in Edgefield County, South Carolina, adding 13 jobs.

First Advantage, a provider of talent acquisition services, will expand its headquarters in Fishers, Indiana, creating 100 new jobs.

In Baton Rouge, Louisiana, ExxonMobil will expand its synthetic lubricants operation and add 45 jobs.

Global Textile Alliance, Inc., a maker of fabrics, will expand its operation in Rockingham County, North Carolina, creating 55 jobs.

In Franklin County, Pennsylvania, Olympic Steel will expand and add 90 new employees.

American Engineered Products, a maker of flag poles and slot machines, will open a new manufacturing plant in De Smet, South Dakota, hiring 20 people.

In Holland, Michigan, Magna Sealing and Glass Systems, a maker of automotive components, will expand and create 177 jobs.

Marco’s Pizza will expand and add 1,300 new jobs.

MSI Mold Builders, a maker of steel and aluminum molds, will expand its facility in Cedar Rapids, Iowa, creating 18 new jobs.

Pinnacle Foods Group plans to expand its operation in Imlay City, Michigan, creating 29 new jobs.

South Carolina Plastics LLC, a maker of automotive components, will open a new facility in Greenville County, South Carolina, creating 119 jobs.

Professional Transportation, Inc., a crew transportation service provider, will expand its operation in Evansville, Indiana, generating 100 jobs.

In Bowling Green, Kentucky, RC Components, a maker of exhaust systems and motorcycle wheels, will expand and hire 16 people.

In Russellville, Arkansas, ConAgra Foods will expand and hire 80 new employees.

Practiv, a maker of food service disposals and packaging, will expand its operation in Corsicana, Texas, creating 200 new jobs.

Paul Wurth, Inc., a maker of steel and iron, will expand its operation in Porter County, Indiana, creating 40 new jobs.

Total Jobs Announcements: 12,510

Jim Walton

CEO

Brand Acceleration, Inc.

Branding // Marketing Communications // Public Relations

Indianapolis, Indiana: 317.536.6255

Fax: 317.222.1425

Charlotte, North Carolina: 704.230.0394

Atlanta, Georgia: 404.474.7980

Cell: 317.523.7380

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Twitter

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Google+