Marketing is a Team Sport
Don’t expect one player to carry the entire game?
By Jim Walton
CEO, Brand Acceleration, Inc.
Indianapolis and Charlotte
When I was in my twenties and fresh out of school, I worked as the Advertising Manager for a large retail store. It was a great experience where I learned a lot. Even though my bucket of knowledge was very shallow, I still had far more awareness of marketing communications strategy than my employers. It was a great place for a young beginner to shine.
I did everything!
Over the course of a few years, I served as marcom strategist – a novel concept for my bosses--, designer, writer, photographer, trade show planner, media planner and buyer, broadcast director, etc. As I said, I learned a lot. Mostly, I learned about my own strengths and weaknesses. Unfortunately, my employers saw me as the person who should do it all, and for a lot less money than it would cost to hire experts. I sure wasn’t in much of a position to argue with them. Their opinion was that if we had to hire vendors to do the work, they didn’t need me. Like many business owners, they saw advertising as an expense that they hated. And, branding? They had no clue. They wanted me to drive traffic into the store as cheaply as possible. Period!
A few years later, as a manager of a radio network, I worked for a very opinionated and masterful businessman who had mastered the art of harnessing the talents of others. His philosophy was to hire great staff and vendors, pay them well, and get the heck out of their way. Working for him was a culture shock. Afraid to spend company money, I continued to try to do everything myself. The results were less than spectacular and he made sure I understood that. “What were you thinking,” he asked me one day. “Why didn’t you hire someone to do the project right?” Lesson learned? Hire experts and do the job right!
He told me that when I was given the title, “Manager,” I was expected to manage, not do. He taught me that by hiring others with specialized expertise, the results would be far superior than trying to do the work myself.
Today, I still see companies and communities trying to do things on the cheap. Now, don’t get me wrong. I do understand the need to control costs. Money does matter. But results matter much more.
About a year ago, I met a young lady who was very frustrated with her boss. She had only been on the job for a few months, but her boss insisted that she not use “expensive outsiders” to do the required work. He wanted her to do everything. In fact, he agreed to pay for design software and for a class where she could learn to use it. I really felt bad for her. She was overworked and greatly underutilized.
Like my former employer, her boss wanted her to be the copywriter, graphic designer, photographer, and even a sales person. She’s only one person! When she was given the title, “Manager,” she thought she was going to get to manage. Surprise! She should have been given the title, “Multi-Tasking Marketing and Sales Wonder Woman.”
Strategy is crucial!
Something I hear all the time is, “Jim, we know our clients and what we want to say to them.” Great, but if all you do on your web site and in your brochures is tell, tell, tell, about all the things you do, the audience will tune out and move on. You must understand not only what they want to hear, but how they want to hear it. That’s what a well written strategic message plan does.
Know your clients and their target industries
Before I describe our team, you need to first understand our clients. We only work in three industries and they are very high-end. Economic developers work to attract jobs to communities. Architects, engineers, and construction professionals work with clients to create amazing and functional spaces. Real estate professionals develop and sell properties.
Each of these industries requires huge investments involving many millions of dollars and hundreds or thousands of jobs. They are not for the faint of heart, nor for weak marketing approaches. Expert marketing communications and tactical plans mean everything to the brand positions of such companies and communities.
This explains why we specialize. We are experts in these industries and we have become a powerful resource for our clients because we understand their industries and their target audiences.
Our team approach
As my old boss understood, a talented team of experts cost more money, but they will make you look great. At Brand Acceleration, our experts work as an extension of our clients, helping them to achieve outstanding results. Mediocrity is not an option.
Just knowing how to use design software does not make someone a designer. Our designers are educated and experienced experts in the art of visual communications. They understand the science of moving a reader’s eye across a page and leading them to turn or click a page. “Pretty” is just not good enough.
Similarly, our writers are master communicators. For them, message is everything. The difference between expert and novice writers is the ability to connect, communicate and generate results. If your writing is nothing more than “talk and tell,” you’re on a path to failure.
And, our public relations folks, web programmers, and project managers are nothing less than the best. Why? Our clients require it.
Step it up!
If your industry, like those of our clients, is very competitive and has a high cost of entry, you need to surround yourself with a team of very skilled professionals. Like a professional sports team, it’s a beautiful thing to watch. At the end of the day, you will be the winner.
Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction and real estate.
Sunday, February 27, 2011
Sunday, February 13, 2011
Differentiate Your Brand
Break free of the herd or play it safe?
By Jim Walton
CEO, Brand Acceleration, Inc.
Indianapolis and Charlotte
We’ve all seen movies and documentaries where the beautiful herd of wildebeests is stalked by predators such as lions, hyenas, and other scavengers. The massive group slowly moves across the lush plain, grazing as long as the grass holds out.
The lions, hovering nearby, carefully observe the herd, looking for the smaller, older, or weaker animal that could easily be separated and turned into a meal.
Brands, like wildebeests, can grow and thrive, wither away, or be eaten by the competition. So, just what is the best approach to survive and grow in today’s recovering economy where opportunity and competition are heating up. Let’s explore:
Stay in the center of the herd and don’t attract attention
In a herd of wildebeests, the center is the safest place. That’s usually where you’ll find the very young, old, frail, and faint of heart. The likelihood of being eaten is much lower. Here, you only have to be faster than the slowest of your friends.
It’s also the area with far less food. The grass is sparse, and what exists is just not that tasty. Like the timid wildebeests, many companies like it in the middle where they can be safe, not drawing attention, and barely surviving off the scraps left behind by others.
Take measured risks and eat better
At the front of the herd is where you’ll find the larger, stronger, faster, and braver animals. They graze where the risks are much greater but the reward is thick, fresh, and tasty grass.
Similarly, some company owners and managers reap huge rewards by taking risks. By developing a strategy of differentiation, they effectively place themselves in front of the herd, becoming the leader that others want to follow. They take well thought out risks but recognize that the best grass is out front.
What makes your company or community unique?
I was recently visiting with a man who told me that he really didn’t think his company was any different than any of his competitors. “We’re all pretty much the same,’ he said. ‘We all sell the same services in the same way. It just comes down to price.”
“Let’s try something,’ I said. ‘I want you to write a list of all the things that make your company great.” With my annoying encouragement, he took about five minutes and wrote a short list of eight things that he felt were great about his company.
“More!’ I said. ‘You need much more.”
For the next half hour, I taunted, coached, prodded, and painfully extracted another fifteen points of greatness. He was not exactly loving me but at least we had a respectable list.
“Now,’ I told him, ‘cross off every point that could be claimed by your key competitors.” “What? Cross them off?” he asked. “Cross them off,” I told him.
As he read through his list, he begrudgingly struck through selling points that he had been reciting for years. I could see the pain, and quite a bit of irritation, on his face. In about thirty seconds, his list was slashed from twenty-three to three. “There they are,’ I said. ‘There are your differentiators.” “That’s it?” he asked, a little shell shocked. “That’s it,’ I told him. ‘Now, let’s get started on a communications plan.”
The front of the herd is a scary place
It takes great courage to step out front and graze in the tall grass. Not only are you in plain sight of the lions, you’re walking among the leaders. It’s a very uncomfortable place, at first. There you are. Everybody is looking at you, wondering what you’re doing in their grass.
When prospective clients look at the herd of service providers, does your company stand out as one that belongs out front or is it just one among a mass of weak imitators. Perception is reality, here. If you are perceived as weak, that’s the reality by which you will be judged. Brand loyalty and the opportunity for leadership are hard to come by when there is a blur of choices and few differentiators. It may be time to take a risk and step into the tall grass.
Are you a follower or a leader?
The larger and stronger wildebeests get to be that way by taking risks. By nature, the rest of the herd will follow. I sometimes find myself with company of community leaders who spend an inordinate amount of time talking about their competitors. They may admire them or fear them. In essence, they want to be like them and follow them. But all too often, the required risk, courage, and expense is just too scary, so they retreat to the center of the herd where they can blend in and feel safe.
At Brand Acceleration, we work with numerous communities and companies, helping them to identify and promote their unique differentiators. They know that we are passionate about developing message strategies meant to move them to the tall grass and keep them there. As a marketing communications and public relations firm, our differentiators are clear. Unlike most agencies, we won’t work for just anyone. We only work in three industries; economic development, construction (including architecture, engineering, and related services), and real estate. Our clients like the fact that we are actively involved in and have a deep understanding of their industries and markets. We bring solid counsel which results in powerful message strategies.
One of our clients, who will not be named here, is an amazing man. He avoids joining trade organizations and refuses to follow what he perceives as the imitators. He doggedly works to be different. He is brave, aggressive, and very successful at growing what has become a powerful and unique brand position. He’s not at all afraid to be different. In fact, he likes it that way. We love working with him because he is not afraid to step out and take a position at the front of the herd. The result? His marcom and public relations program is aggressive and the results are remarkable. His web traffic and lead count are staggering.
What is your differentiation plan?
What are you doing to get out front? Do you have a clear understanding of what makes your company or community unique or are you content with mingling among the forgotten mass in the middle?
With the economy heating up and the competition aggressive, it’s time to get serious about your brand position. Please feel free to contact me any time. I’d love to have a conversation and begin the process of exploring just what it would take to move you into the lush grass at the front of the herd.
Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction and real estate.
Break free of the herd or play it safe?
By Jim Walton
CEO, Brand Acceleration, Inc.
Indianapolis and Charlotte
We’ve all seen movies and documentaries where the beautiful herd of wildebeests is stalked by predators such as lions, hyenas, and other scavengers. The massive group slowly moves across the lush plain, grazing as long as the grass holds out.
The lions, hovering nearby, carefully observe the herd, looking for the smaller, older, or weaker animal that could easily be separated and turned into a meal.
Brands, like wildebeests, can grow and thrive, wither away, or be eaten by the competition. So, just what is the best approach to survive and grow in today’s recovering economy where opportunity and competition are heating up. Let’s explore:
Stay in the center of the herd and don’t attract attention
In a herd of wildebeests, the center is the safest place. That’s usually where you’ll find the very young, old, frail, and faint of heart. The likelihood of being eaten is much lower. Here, you only have to be faster than the slowest of your friends.
It’s also the area with far less food. The grass is sparse, and what exists is just not that tasty. Like the timid wildebeests, many companies like it in the middle where they can be safe, not drawing attention, and barely surviving off the scraps left behind by others.
Take measured risks and eat better
At the front of the herd is where you’ll find the larger, stronger, faster, and braver animals. They graze where the risks are much greater but the reward is thick, fresh, and tasty grass.
Similarly, some company owners and managers reap huge rewards by taking risks. By developing a strategy of differentiation, they effectively place themselves in front of the herd, becoming the leader that others want to follow. They take well thought out risks but recognize that the best grass is out front.
What makes your company or community unique?
I was recently visiting with a man who told me that he really didn’t think his company was any different than any of his competitors. “We’re all pretty much the same,’ he said. ‘We all sell the same services in the same way. It just comes down to price.”
“Let’s try something,’ I said. ‘I want you to write a list of all the things that make your company great.” With my annoying encouragement, he took about five minutes and wrote a short list of eight things that he felt were great about his company.
“More!’ I said. ‘You need much more.”
For the next half hour, I taunted, coached, prodded, and painfully extracted another fifteen points of greatness. He was not exactly loving me but at least we had a respectable list.
“Now,’ I told him, ‘cross off every point that could be claimed by your key competitors.” “What? Cross them off?” he asked. “Cross them off,” I told him.
As he read through his list, he begrudgingly struck through selling points that he had been reciting for years. I could see the pain, and quite a bit of irritation, on his face. In about thirty seconds, his list was slashed from twenty-three to three. “There they are,’ I said. ‘There are your differentiators.” “That’s it?” he asked, a little shell shocked. “That’s it,’ I told him. ‘Now, let’s get started on a communications plan.”
The front of the herd is a scary place
It takes great courage to step out front and graze in the tall grass. Not only are you in plain sight of the lions, you’re walking among the leaders. It’s a very uncomfortable place, at first. There you are. Everybody is looking at you, wondering what you’re doing in their grass.
When prospective clients look at the herd of service providers, does your company stand out as one that belongs out front or is it just one among a mass of weak imitators. Perception is reality, here. If you are perceived as weak, that’s the reality by which you will be judged. Brand loyalty and the opportunity for leadership are hard to come by when there is a blur of choices and few differentiators. It may be time to take a risk and step into the tall grass.
Are you a follower or a leader?
The larger and stronger wildebeests get to be that way by taking risks. By nature, the rest of the herd will follow. I sometimes find myself with company of community leaders who spend an inordinate amount of time talking about their competitors. They may admire them or fear them. In essence, they want to be like them and follow them. But all too often, the required risk, courage, and expense is just too scary, so they retreat to the center of the herd where they can blend in and feel safe.
At Brand Acceleration, we work with numerous communities and companies, helping them to identify and promote their unique differentiators. They know that we are passionate about developing message strategies meant to move them to the tall grass and keep them there. As a marketing communications and public relations firm, our differentiators are clear. Unlike most agencies, we won’t work for just anyone. We only work in three industries; economic development, construction (including architecture, engineering, and related services), and real estate. Our clients like the fact that we are actively involved in and have a deep understanding of their industries and markets. We bring solid counsel which results in powerful message strategies.
One of our clients, who will not be named here, is an amazing man. He avoids joining trade organizations and refuses to follow what he perceives as the imitators. He doggedly works to be different. He is brave, aggressive, and very successful at growing what has become a powerful and unique brand position. He’s not at all afraid to be different. In fact, he likes it that way. We love working with him because he is not afraid to step out and take a position at the front of the herd. The result? His marcom and public relations program is aggressive and the results are remarkable. His web traffic and lead count are staggering.
What is your differentiation plan?
What are you doing to get out front? Do you have a clear understanding of what makes your company or community unique or are you content with mingling among the forgotten mass in the middle?
With the economy heating up and the competition aggressive, it’s time to get serious about your brand position. Please feel free to contact me any time. I’d love to have a conversation and begin the process of exploring just what it would take to move you into the lush grass at the front of the herd.
Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction and real estate.
Monday, January 31, 2011
Business Web Sites are Tools
What do web visitors want, anyway?
By Jim Walton
CEO, Brand Acceleration, Inc.
Indianapolis and Charlotte
Recently, I was visiting with a friend who is a principal at a large construction firm and we got onto the subject of web sites. “We have a beautiful site,” he said. “It’s very cool.” In addition to its beauty, he extolled its various gizmos and gadgets. “What does it tell visitors,” I asked. “How effective is it at generating leads?” He was stumped.
I hated throwing cold water on his enthusiasm, but in my business we believe that web sites are tools, not toys. At Brand Acceleration, we work with architects, engineers, construction companies, economic developers, and real estate professionals who use web sites for the purpose of communicating key messages to highly targeted audiences. For those audiences, web sites are tools used for the purpose of evaluating potential service providers or business locations. They’re not looking to be entertained. They want solutions.
The world of web sites is enormously competitive. According to a 2008 report by Google, they had, at that time, indexed more than one trillion unique URLs. How in the world can one company or community stand out? Here are just a few key points to consider when you set out to build a business web site:
You are not the audience
It’s very important to remember who the audience is. Are they business people? Do they work in a specific industry? What do they want to find when they visit your site? The biggest mistake you can make is to ask yourself, “What do we want to say or show?” It’s not about you. If you make it nothing more than a talk and tell site, visitors will leave and seek out one of your competitors.
Message is everything
The purpose of any business web site, ad, or brochure is to convey a message. Once you have the visitor’s attention, you’d better tell them something they want to hear or they’ll move on. In most cases, they are searching for solutions and if they can’t easily find them, they will leave your site and seek them elsewhere. This is business, not a leisurely stroll through the park. Effective sites provide credible content which is of value to the visitor. They want you to tell them what’s in it for them.
Be careful not to try to tell them everything, though. Web sites are not electronic brochures and visitors just won’t read long blocks of copy or wade through countless pages. The idea is to tell them just enough to entice them to dig deeper and to eventually make contact. That’s kind of what we’re trying to accomplish, right?
Avoid templates and packages
Your web site is probably your most important promotional tool and should not be done on the cheap. There are numerous software companies and a very large number or web developers who will gladly offer you a “package deal” allowing you to have a web site in a few days or weeks and for a “very low price.” Look out! I’ve seen many of these sites and they are often nothing more than templates or knockoffs of work they’ve done for other companies. I recently met a company owner who had paid $50,000 for a web site, just to find out that it looked almost identical to the web developer’s own site. He was shocked and more than a bit ticked off. At Brand Acceleration, every web site, brochure, ad, or other tool we create is custom developed just for that client. The look, writing, and structure are unique. You can’t stand out by looking or sounding like another company. Besides that, it’s shameful for an agency of design firm to sell a knockoff of other work. Shameful!
Great design is about more than beauty
“It’s beautiful!” These are words that we love to hear. We always want clients to be pleased with the appearance of their site. However……
What good is a beautiful web site if no one reads it or digs deeper into its pages? There are many “web designers” out there who have no experience or education in the art of design. It’s about much more than beauty. Whether a web site or brochure, great designers know how to move the viewers attention from one place to another and encourage them to move further into its pages. If the visitor stops at page one, your investment is wasted.
Beware of gizmos, gadgets, and the latest clever apps
In the world of business-to-business communication, web site visitors are looking for answers, not entertainment. While having a product ad crawl across the screen may seem like a unique way of getting in front of the visitor, it also has the potential of irritating them and causing them to leave. Such devices add no value and may slow down the visitors search for information. Cool and clever may seem entertaining to some but I once had a site selection consultant tell me that if a web gadget gets in his way, he’ll take the city or county off his list and move on. “I just don’t have time for that stuff,” he said.
With all of the options available to web site owners, it’s very easy to become distracted. Low price offers, templates, and clever apps can lead them to an ineffective waste of money. We feel it is crucial to remember how visitors use a site. We always remember that our job is to develop powerful web sites, brochures and other tools that generating results for our clients.
A few sites that we’re especially proud of are: Freitag-Weinhart, Stanly County Economic Development, I-74 Business Corridor, and Poynter Sheet Metal.
Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction and real estate.
What do web visitors want, anyway?
By Jim Walton
CEO, Brand Acceleration, Inc.
Indianapolis and Charlotte
Recently, I was visiting with a friend who is a principal at a large construction firm and we got onto the subject of web sites. “We have a beautiful site,” he said. “It’s very cool.” In addition to its beauty, he extolled its various gizmos and gadgets. “What does it tell visitors,” I asked. “How effective is it at generating leads?” He was stumped.
I hated throwing cold water on his enthusiasm, but in my business we believe that web sites are tools, not toys. At Brand Acceleration, we work with architects, engineers, construction companies, economic developers, and real estate professionals who use web sites for the purpose of communicating key messages to highly targeted audiences. For those audiences, web sites are tools used for the purpose of evaluating potential service providers or business locations. They’re not looking to be entertained. They want solutions.
The world of web sites is enormously competitive. According to a 2008 report by Google, they had, at that time, indexed more than one trillion unique URLs. How in the world can one company or community stand out? Here are just a few key points to consider when you set out to build a business web site:
You are not the audience
It’s very important to remember who the audience is. Are they business people? Do they work in a specific industry? What do they want to find when they visit your site? The biggest mistake you can make is to ask yourself, “What do we want to say or show?” It’s not about you. If you make it nothing more than a talk and tell site, visitors will leave and seek out one of your competitors.
Message is everything
The purpose of any business web site, ad, or brochure is to convey a message. Once you have the visitor’s attention, you’d better tell them something they want to hear or they’ll move on. In most cases, they are searching for solutions and if they can’t easily find them, they will leave your site and seek them elsewhere. This is business, not a leisurely stroll through the park. Effective sites provide credible content which is of value to the visitor. They want you to tell them what’s in it for them.
Be careful not to try to tell them everything, though. Web sites are not electronic brochures and visitors just won’t read long blocks of copy or wade through countless pages. The idea is to tell them just enough to entice them to dig deeper and to eventually make contact. That’s kind of what we’re trying to accomplish, right?
Avoid templates and packages
Your web site is probably your most important promotional tool and should not be done on the cheap. There are numerous software companies and a very large number or web developers who will gladly offer you a “package deal” allowing you to have a web site in a few days or weeks and for a “very low price.” Look out! I’ve seen many of these sites and they are often nothing more than templates or knockoffs of work they’ve done for other companies. I recently met a company owner who had paid $50,000 for a web site, just to find out that it looked almost identical to the web developer’s own site. He was shocked and more than a bit ticked off. At Brand Acceleration, every web site, brochure, ad, or other tool we create is custom developed just for that client. The look, writing, and structure are unique. You can’t stand out by looking or sounding like another company. Besides that, it’s shameful for an agency of design firm to sell a knockoff of other work. Shameful!
Great design is about more than beauty
“It’s beautiful!” These are words that we love to hear. We always want clients to be pleased with the appearance of their site. However……
What good is a beautiful web site if no one reads it or digs deeper into its pages? There are many “web designers” out there who have no experience or education in the art of design. It’s about much more than beauty. Whether a web site or brochure, great designers know how to move the viewers attention from one place to another and encourage them to move further into its pages. If the visitor stops at page one, your investment is wasted.
Beware of gizmos, gadgets, and the latest clever apps
In the world of business-to-business communication, web site visitors are looking for answers, not entertainment. While having a product ad crawl across the screen may seem like a unique way of getting in front of the visitor, it also has the potential of irritating them and causing them to leave. Such devices add no value and may slow down the visitors search for information. Cool and clever may seem entertaining to some but I once had a site selection consultant tell me that if a web gadget gets in his way, he’ll take the city or county off his list and move on. “I just don’t have time for that stuff,” he said.
With all of the options available to web site owners, it’s very easy to become distracted. Low price offers, templates, and clever apps can lead them to an ineffective waste of money. We feel it is crucial to remember how visitors use a site. We always remember that our job is to develop powerful web sites, brochures and other tools that generating results for our clients.
A few sites that we’re especially proud of are: Freitag-Weinhart, Stanly County Economic Development, I-74 Business Corridor, and Poynter Sheet Metal.
Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction and real estate.
Sunday, January 16, 2011
Don’t Be Fuzzy about Your Why
What motivates you, your team, and your customers?
By Jim Walton
CEO, Brand Acceleration, Inc.
Indianapolis and Charlotte
Have you ever had one of those days when ask yourself, “Why am I doing this?” We all have. I was out with a few buddies recently for one of those Cocktail and Cigar nights, and one of them asked that question. He was feeling especially unappreciated and was questioning just about everything about his business.
Our discussion really got me wondering how business owners and managers maintain their enthusiasm after they’ve been at it for several years. How do they motivate their team when they’ve lost their own passion?
A longtime believer in goal-setting, I decided to do some personal evaluation to consider what motivates me and the Brand Acceleration team. The approach was to take a hard look at everything and everyone and ask “Why?”
Why are we in business?
Businesses are started for a number of reasons. Some people just want to be their own boss, some dislike their present situation, and some think they’re going to get rich. Some start a company to create their own job; a very dumb move. Successful entrepreneurs start a business because they have a passion and talent for their chosen profession, and because they want to be the best at what they do. Then there are those businesses which are started by people who have a passion for providing outstanding customer service.
At Brand Acceleration, our approach was to go to an offsite location where we could do some serious self evaluation and long-term corporate visioning. We asked ourselves questions such as, “What is our purpose?”, “What do we want the company to look like in three, five, or ten years?”, and “What excites us?”
Why do you do what you do?
Several years ago, in a previous career, I owned a company that owned and managed conferences, trade shows, and promotional events. We also designed and produced very high-end trade show exhibits and provided effectiveness training for booth workers. When I first started the company, I was on the front line, managing every detail and doing much of the work. I negotiated venue contracts, handle all event promotions, and even designed exhibits. I loved every minute of it. We specialized in events for the agricultural industry and enjoyed huge success and rapid growth. We worked with clients such as John Deere, Monsanto, Dow AgroSciences, and numerous other well known ag companies.
As the company grew, so did my duties as the company owner. Rather than personally managing the events, I was now dealing with mundane tasks such as employee issues, insurance, taxes, and other motivation killers. Any business owner or manager will tell you that you need to have a plan in place to make the transition from startup to an established, functioning organization. You’ll need to surround yourself with talented people who will handle the work you just don’t want to do. Doing so will free you up to do what you love and to focus on growing your business. As selfish as it sounds, one of your very important responsibilities is to maintain your personal satisfaction and happiness. The alternative is unthinkable. An unhappy boss leads to a miserable workplace and a company headed for trouble.
Why do employees and vendors stay or leave?
Isn’t it interesting how many people are working in a job or industry that is completely different than they had envisioned for themselves while in college? How about you? Are you doing what you had planned? Are you doing what you want to do? Many are working in jobs not because they love them but out of necessity. Unfortunately, it’s very difficult for them to be happy and motivated in jobs they’d really rather not be in. We look for employees and vendors who are living their dream, doing what they love, and motivated to do great work. Bad attitudes and overinflated egos just don’t fit into our structure.
One of our clients recently asked each of their employees to write a job description and personal evaluation. They were also asked to make a list of their duties and whether they like or dislike each, and why. The exercise helped to identify satisfaction or dissatisfaction points and to reassign some tasks to people who were better suited. The result is a happier, more cohesive, and motivated team. What an outstanding idea!
Why do customers stay or go?
Customers stay or go for many reasons. Of course, if you provide outstanding delivery of products or services, customers are much more likely to love you and refer you to others. What sometimes happens is that companies become complacent and take their clients for granted. The result is that customers begin feeling unloved and leave.
Working in the economic development industry, we know that most communities place a major emphasis on keeping existing employers happily in place. Recently, I chatted with a company manager who told me that he hadn’t spoken to his county economic developer in years, but when the company announced plans to cut staff, the guy showed up to ask what could be done to save the jobs. Too little – too late.
At Brand Acceleration, we work to be much more than just a vendor to our clients. We serve as part of their organization, providing genuine and knowledgeable counsel. Our attitude is that their business is our business. The relationship deepens and they become more than just clients. They’re like family. Without such connections, clients are much more likely to see you as replaceable. Not a good thing.
A serious evaluation may be in order for you, your team, and your overall organization. It may be time for owners, managers, employees, or even community elected officials to ask the question, Why? It may be the most important thing you can do for your future.
Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction and real estate.
What motivates you, your team, and your customers?
By Jim Walton
CEO, Brand Acceleration, Inc.
Indianapolis and Charlotte
Have you ever had one of those days when ask yourself, “Why am I doing this?” We all have. I was out with a few buddies recently for one of those Cocktail and Cigar nights, and one of them asked that question. He was feeling especially unappreciated and was questioning just about everything about his business.
Our discussion really got me wondering how business owners and managers maintain their enthusiasm after they’ve been at it for several years. How do they motivate their team when they’ve lost their own passion?
A longtime believer in goal-setting, I decided to do some personal evaluation to consider what motivates me and the Brand Acceleration team. The approach was to take a hard look at everything and everyone and ask “Why?”
Why are we in business?
Businesses are started for a number of reasons. Some people just want to be their own boss, some dislike their present situation, and some think they’re going to get rich. Some start a company to create their own job; a very dumb move. Successful entrepreneurs start a business because they have a passion and talent for their chosen profession, and because they want to be the best at what they do. Then there are those businesses which are started by people who have a passion for providing outstanding customer service.
At Brand Acceleration, our approach was to go to an offsite location where we could do some serious self evaluation and long-term corporate visioning. We asked ourselves questions such as, “What is our purpose?”, “What do we want the company to look like in three, five, or ten years?”, and “What excites us?”
Why do you do what you do?
Several years ago, in a previous career, I owned a company that owned and managed conferences, trade shows, and promotional events. We also designed and produced very high-end trade show exhibits and provided effectiveness training for booth workers. When I first started the company, I was on the front line, managing every detail and doing much of the work. I negotiated venue contracts, handle all event promotions, and even designed exhibits. I loved every minute of it. We specialized in events for the agricultural industry and enjoyed huge success and rapid growth. We worked with clients such as John Deere, Monsanto, Dow AgroSciences, and numerous other well known ag companies.
As the company grew, so did my duties as the company owner. Rather than personally managing the events, I was now dealing with mundane tasks such as employee issues, insurance, taxes, and other motivation killers. Any business owner or manager will tell you that you need to have a plan in place to make the transition from startup to an established, functioning organization. You’ll need to surround yourself with talented people who will handle the work you just don’t want to do. Doing so will free you up to do what you love and to focus on growing your business. As selfish as it sounds, one of your very important responsibilities is to maintain your personal satisfaction and happiness. The alternative is unthinkable. An unhappy boss leads to a miserable workplace and a company headed for trouble.
Why do employees and vendors stay or leave?
Isn’t it interesting how many people are working in a job or industry that is completely different than they had envisioned for themselves while in college? How about you? Are you doing what you had planned? Are you doing what you want to do? Many are working in jobs not because they love them but out of necessity. Unfortunately, it’s very difficult for them to be happy and motivated in jobs they’d really rather not be in. We look for employees and vendors who are living their dream, doing what they love, and motivated to do great work. Bad attitudes and overinflated egos just don’t fit into our structure.
One of our clients recently asked each of their employees to write a job description and personal evaluation. They were also asked to make a list of their duties and whether they like or dislike each, and why. The exercise helped to identify satisfaction or dissatisfaction points and to reassign some tasks to people who were better suited. The result is a happier, more cohesive, and motivated team. What an outstanding idea!
Why do customers stay or go?
Customers stay or go for many reasons. Of course, if you provide outstanding delivery of products or services, customers are much more likely to love you and refer you to others. What sometimes happens is that companies become complacent and take their clients for granted. The result is that customers begin feeling unloved and leave.
Working in the economic development industry, we know that most communities place a major emphasis on keeping existing employers happily in place. Recently, I chatted with a company manager who told me that he hadn’t spoken to his county economic developer in years, but when the company announced plans to cut staff, the guy showed up to ask what could be done to save the jobs. Too little – too late.
At Brand Acceleration, we work to be much more than just a vendor to our clients. We serve as part of their organization, providing genuine and knowledgeable counsel. Our attitude is that their business is our business. The relationship deepens and they become more than just clients. They’re like family. Without such connections, clients are much more likely to see you as replaceable. Not a good thing.
A serious evaluation may be in order for you, your team, and your overall organization. It may be time for owners, managers, employees, or even community elected officials to ask the question, Why? It may be the most important thing you can do for your future.
Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction and real estate.
Saturday, January 1, 2011
Jump Start Your Resolutions
The first thirty days are crucial to your success
By Jim Walton
CEO, Brand Acceleration, Inc.
Indianapolis and Charlotte
With the holidays behind us and all the gifts opened, it’s time to drag out that list of New Year’s resolutions for a quick review. Right at the top of the list are the usual items such as weight loss, financial management, etc. Many companies and communities also write a list of resolutions. It’s often more of a wish list. At Brand Acceleration, we’re often part of the list development process, helping to develop strategic plans and tools required to carry them out. Such a list might look something like this:
Develop a Strategic Plan
With the economy showing signs of recovery, now is the time to take a big-picture look at your future. Are you content with your brand position or is it time to examine who you are in comparison with your long-range vision?
Now is the time to develop long-range brand strategies that are focused on a BHAG. A Big Hairy Audacious Goal, according to the 1996 article entitled Building Your Company's Vision (James Collins and Jerry Porras) is "an audacious 10-30 year goal to progress toward an envisioned future." Shorter term, what are your plans for 2011?
Is your Web Site more than Two Years Old?
It's hard to believe that web sites outdate that quickly, isn't it? But, when you consider the many changes that have likely taken place at your company or community, coupled with the massive technological changes, your site may be outdated. All those new apps and remote devices like iPhones and iPads also play an important role in the functionality of your web site.
Brochures: Sometimes They Just Get Outdated
Take a look in your supply closet. What do you see? Are your brochures fresh, contemporary and consistent in their appearance or are they fragmented and dated? Sometimes it just makes sense to throw out the old materials that still show the young lady with the 80's hair style and replace them with pieces that will position your organization as one that is poised for the future. Often, these tools are responsible for making the all-too-important "first impression."
Pride Campaign – Internal Branding
Among your best advocates are those people who live in your community or work for your company. A well thought out internal communication program can not only inform your constituents about your activities, it can develop a positive emotional connection that can pay dividends. Simply put, you want your team to be with you, not against you. I’ve seen great plans struggle because the troops were not committed.
Target Marketing is Powerful Marketing
In these days of tight budgets and very demanding bosses, many organizations are opting for highly-targeted direct marketing efforts, reaching out to clearly defined and qualified audiences. Whether direct mail or e-mail marketing, messages are crafted to resonate, based on a clear understanding of audience expectations.
Maybe it’s Time for a Fresh, New Logo
Every now and then, even the largest and most respected companies change or refresh their logo. Simply put, the old one gets outdated. Times change and so should companies and communities. Doing so demonstrates that you are a cutting edge organization which is positioned for the future rather than living in the past.
Meetings, Retreats, Mission Trips, and Trade Shows
Even with all of the advertising and other marketing communication tools, there is nothing like getting face-to-face with clients or prospects. Our clients often add scheduled meetings, retreats, and mission trips to their wish list. A carefully planned visit to a target city or country can go a long way toward building fruitful relationships that can boost business. In conjunction with trade shows or conferences, such efforts can be amazingly effective. Powerful trade show marketing is far more than just popping up an exhibit and sitting behind a table.
Done Right, Media Advertising Still Works
“We tried advertising once and it just didn’t work.” I hear this all the time. “What do you mean when you say it didn’t work,” I ask. “We didn’t get any calls,” is often the answer.
This is clearly a case of unrealistic expectations. Anyone who runs an ad and waits for the phone to ring is living in a fantasy land. Sure, it happens, but the reality is that media advertising is better suited as a brand building effort that positions a company or community for future activity. In a nutshell, if the prospect knows you and has a positive opinion of you, you’re much more likely to get a shot at their business when the need arises.
My Wish for You
After a couple of very challenging years, it’s finally beginning to look as if we’re in an economic recovery. Whatever is on your list, my wish for you is that 2011 is a year of success and abundance. If we can ever be of assistance, I hope you’ll give me a call. We’d be honored to be part of your team. Now is the time to get started.
Make the first thirty days count.
Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction and real estate.
The first thirty days are crucial to your success
By Jim Walton
CEO, Brand Acceleration, Inc.
Indianapolis and Charlotte
With the holidays behind us and all the gifts opened, it’s time to drag out that list of New Year’s resolutions for a quick review. Right at the top of the list are the usual items such as weight loss, financial management, etc. Many companies and communities also write a list of resolutions. It’s often more of a wish list. At Brand Acceleration, we’re often part of the list development process, helping to develop strategic plans and tools required to carry them out. Such a list might look something like this:
Develop a Strategic Plan
With the economy showing signs of recovery, now is the time to take a big-picture look at your future. Are you content with your brand position or is it time to examine who you are in comparison with your long-range vision?
Now is the time to develop long-range brand strategies that are focused on a BHAG. A Big Hairy Audacious Goal, according to the 1996 article entitled Building Your Company's Vision (James Collins and Jerry Porras) is "an audacious 10-30 year goal to progress toward an envisioned future." Shorter term, what are your plans for 2011?
Is your Web Site more than Two Years Old?
It's hard to believe that web sites outdate that quickly, isn't it? But, when you consider the many changes that have likely taken place at your company or community, coupled with the massive technological changes, your site may be outdated. All those new apps and remote devices like iPhones and iPads also play an important role in the functionality of your web site.
Brochures: Sometimes They Just Get Outdated
Take a look in your supply closet. What do you see? Are your brochures fresh, contemporary and consistent in their appearance or are they fragmented and dated? Sometimes it just makes sense to throw out the old materials that still show the young lady with the 80's hair style and replace them with pieces that will position your organization as one that is poised for the future. Often, these tools are responsible for making the all-too-important "first impression."
Pride Campaign – Internal Branding
Among your best advocates are those people who live in your community or work for your company. A well thought out internal communication program can not only inform your constituents about your activities, it can develop a positive emotional connection that can pay dividends. Simply put, you want your team to be with you, not against you. I’ve seen great plans struggle because the troops were not committed.
Target Marketing is Powerful Marketing
In these days of tight budgets and very demanding bosses, many organizations are opting for highly-targeted direct marketing efforts, reaching out to clearly defined and qualified audiences. Whether direct mail or e-mail marketing, messages are crafted to resonate, based on a clear understanding of audience expectations.
Maybe it’s Time for a Fresh, New Logo
Every now and then, even the largest and most respected companies change or refresh their logo. Simply put, the old one gets outdated. Times change and so should companies and communities. Doing so demonstrates that you are a cutting edge organization which is positioned for the future rather than living in the past.
Meetings, Retreats, Mission Trips, and Trade Shows
Even with all of the advertising and other marketing communication tools, there is nothing like getting face-to-face with clients or prospects. Our clients often add scheduled meetings, retreats, and mission trips to their wish list. A carefully planned visit to a target city or country can go a long way toward building fruitful relationships that can boost business. In conjunction with trade shows or conferences, such efforts can be amazingly effective. Powerful trade show marketing is far more than just popping up an exhibit and sitting behind a table.
Done Right, Media Advertising Still Works
“We tried advertising once and it just didn’t work.” I hear this all the time. “What do you mean when you say it didn’t work,” I ask. “We didn’t get any calls,” is often the answer.
This is clearly a case of unrealistic expectations. Anyone who runs an ad and waits for the phone to ring is living in a fantasy land. Sure, it happens, but the reality is that media advertising is better suited as a brand building effort that positions a company or community for future activity. In a nutshell, if the prospect knows you and has a positive opinion of you, you’re much more likely to get a shot at their business when the need arises.
My Wish for You
After a couple of very challenging years, it’s finally beginning to look as if we’re in an economic recovery. Whatever is on your list, my wish for you is that 2011 is a year of success and abundance. If we can ever be of assistance, I hope you’ll give me a call. We’d be honored to be part of your team. Now is the time to get started.
Make the first thirty days count.
Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction and real estate.
Saturday, December 4, 2010
The Fast Track to Brand Destruction
Make it all about you and your customers will walk
By Jim Walton
CEO, Brand Acceleration, Inc.
Indianapolis and Charlotte
Early in my career, I worked as the advertising manager for a global manufacturer of agricultural machinery. It was a great period in my life and I thoroughly enjoyed working with the farmers and ranchers who feed the world. As part of my job, I attended numerous trade shows and conventions where I observed the business style of companies such as John Deere, Pioneer and Monsanto. Most are masters who passionately live and protect their long-earned brand positions. There were others though, which amazed the industry with their arrogance and stupidity. One in particular, which I will not name, stands out in my memory.
We are…
Founded in the 1950’s, this company was the dream of a man with a unique idea, a passion for customer service and a huge heart. Like the proverbial “better mousetrap,” his product was a piece of tillage equipment which did a much better job of turning soil than most competitive products. That wasn’t the whole story, though. This man was a brilliant marketer and cheerleader. His sales and customer service team, calling on farm machinery dealers, was trained not only on the features and benefits of the product; they were also taught his artful style of growing relationships.
Dealers and farmers were not just customers to him, they were friends who were honored and cherished. The product price, a bit higher than competitors, was never an issue. Quality, customer service and the company’s stellar brand image made it the product to own.
The company team, including sales people, engineers, factory workers and customer service folks, was taught that “we” included everyone who touched the product, including the dealers and customers. The message was that “We’re all in this together.” The company’s advertising and brochures were brilliantly conceived. Not only did they effectively tell the product story, they almost always included images of the farmer, dealer and company representative, strongly supporting the service and support message.
Over the years, the company grew and its brand was the envy of the tillage equipment industry.
I am…
In the late 1970’s, something changed. On one fateful day, the founder and owner suffered a fatal heart attack while working at his desk. Although his leadership had been skillfully conceived and executed, he had made one very serious mistake. He thought he would live forever and failed to develop a transition plan that would protect his company and legacy. As a result, the company was suddenly under the control of his young inexperienced son, a thirty-something playboy who loved to party and enjoy his father’s financial success. His personal reputation was as a spoiled and arrogant brat.
In an attempt to shore up industry confidence, Junior (he really was a Junior) hit the road, attending every trade show and conference in order to reassure farmers and dealers that all was well because he was in charge. However, his flamboyant lifestyle and big ego did not play well. He was nothing like his father and he quickly showed that he loved to be the center of attention rather than directing attention to the entire team and their loyal customers.
In a poorly-conceived move, he directed their ad agency to produce a series of magazine ads featuring his photo. His goal was to transfer his father’s personal brand to himself and to show customers that the family was still at the helm. In his photo, he was dressed in a three-piece suit and groomed to the hilt. He looked nothing like his customers who were people of the soil; hard-working and modest. Customers immediately began making comparisons. “He’s sure not like his Dad.” The agency had warned him that this was a bad move. They suggested that reassurance would come from ads that showed a continuation of the values and customer service they had come to expect.
Like this agency, the Brand Acceleration team works alongside our clients, carefully considering how each move will affect their brand. The key is to not only consider what our client has to offer but to carefully craft a message that reflects the desires of the audience. Like the ads featuring Junior, if the message is not believable, the brand will be harmed. In these days of iPads, social media and clever web sites, it’s very easy to lose sight of audience expectations, focusing instead on the beautiful package rather than the all-important content.
Over the course of three years, Junior made a series of desperate errors, from poor product direction and downgrades in quality to several deadly financial moves. At the end of it all, he eventually sold the struggling company to a large conglomerate which was on a spree, buying up weakened companies like his. Junior still managed to walkway a millionaire but his father’s dream was over. The factory was shut down and the production of products was moved to another state. Over two hundred people lost their jobs and the small community was severely harmed for several years to come.
What’s the point?
What Junior was never taught was that even though his family’s name was on the letterhead, it was not the family that made it great. It was his father’s overwhelming passion for conveying a vision of excellence through his team and to the customers. That was the fuel that grew it from a dream to a raging success.
It’s not about you!
Through good times and bad, company owners and managers must remember that their success is not about them. Their only chance for long-term success and survival is through a gut-wrenching, agonizing, passionate focus on the one thing that makes a company great, customers!
Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction and real estate.
Make it all about you and your customers will walk
By Jim Walton
CEO, Brand Acceleration, Inc.
Indianapolis and Charlotte
Early in my career, I worked as the advertising manager for a global manufacturer of agricultural machinery. It was a great period in my life and I thoroughly enjoyed working with the farmers and ranchers who feed the world. As part of my job, I attended numerous trade shows and conventions where I observed the business style of companies such as John Deere, Pioneer and Monsanto. Most are masters who passionately live and protect their long-earned brand positions. There were others though, which amazed the industry with their arrogance and stupidity. One in particular, which I will not name, stands out in my memory.
We are…
Founded in the 1950’s, this company was the dream of a man with a unique idea, a passion for customer service and a huge heart. Like the proverbial “better mousetrap,” his product was a piece of tillage equipment which did a much better job of turning soil than most competitive products. That wasn’t the whole story, though. This man was a brilliant marketer and cheerleader. His sales and customer service team, calling on farm machinery dealers, was trained not only on the features and benefits of the product; they were also taught his artful style of growing relationships.
Dealers and farmers were not just customers to him, they were friends who were honored and cherished. The product price, a bit higher than competitors, was never an issue. Quality, customer service and the company’s stellar brand image made it the product to own.
The company team, including sales people, engineers, factory workers and customer service folks, was taught that “we” included everyone who touched the product, including the dealers and customers. The message was that “We’re all in this together.” The company’s advertising and brochures were brilliantly conceived. Not only did they effectively tell the product story, they almost always included images of the farmer, dealer and company representative, strongly supporting the service and support message.
Over the years, the company grew and its brand was the envy of the tillage equipment industry.
I am…
In the late 1970’s, something changed. On one fateful day, the founder and owner suffered a fatal heart attack while working at his desk. Although his leadership had been skillfully conceived and executed, he had made one very serious mistake. He thought he would live forever and failed to develop a transition plan that would protect his company and legacy. As a result, the company was suddenly under the control of his young inexperienced son, a thirty-something playboy who loved to party and enjoy his father’s financial success. His personal reputation was as a spoiled and arrogant brat.
In an attempt to shore up industry confidence, Junior (he really was a Junior) hit the road, attending every trade show and conference in order to reassure farmers and dealers that all was well because he was in charge. However, his flamboyant lifestyle and big ego did not play well. He was nothing like his father and he quickly showed that he loved to be the center of attention rather than directing attention to the entire team and their loyal customers.
In a poorly-conceived move, he directed their ad agency to produce a series of magazine ads featuring his photo. His goal was to transfer his father’s personal brand to himself and to show customers that the family was still at the helm. In his photo, he was dressed in a three-piece suit and groomed to the hilt. He looked nothing like his customers who were people of the soil; hard-working and modest. Customers immediately began making comparisons. “He’s sure not like his Dad.” The agency had warned him that this was a bad move. They suggested that reassurance would come from ads that showed a continuation of the values and customer service they had come to expect.
Like this agency, the Brand Acceleration team works alongside our clients, carefully considering how each move will affect their brand. The key is to not only consider what our client has to offer but to carefully craft a message that reflects the desires of the audience. Like the ads featuring Junior, if the message is not believable, the brand will be harmed. In these days of iPads, social media and clever web sites, it’s very easy to lose sight of audience expectations, focusing instead on the beautiful package rather than the all-important content.
Over the course of three years, Junior made a series of desperate errors, from poor product direction and downgrades in quality to several deadly financial moves. At the end of it all, he eventually sold the struggling company to a large conglomerate which was on a spree, buying up weakened companies like his. Junior still managed to walkway a millionaire but his father’s dream was over. The factory was shut down and the production of products was moved to another state. Over two hundred people lost their jobs and the small community was severely harmed for several years to come.
What’s the point?
What Junior was never taught was that even though his family’s name was on the letterhead, it was not the family that made it great. It was his father’s overwhelming passion for conveying a vision of excellence through his team and to the customers. That was the fuel that grew it from a dream to a raging success.
It’s not about you!
Through good times and bad, company owners and managers must remember that their success is not about them. Their only chance for long-term success and survival is through a gut-wrenching, agonizing, passionate focus on the one thing that makes a company great, customers!
Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction and real estate.
Monday, November 22, 2010
The Lost Art of Appreciation
A simple “thank you” makes all the difference
By Jim Walton
CEO, Brand Acceleration, Inc.
Indianapolis and Charlotte
As we approach Thanksgiving 2010, I can’t help but consider the many people whom have played an important part in what has been a very good year for me and Brand Acceleration. Like most of us though, I am often lax when it comes to expressing my appreciation.
As parents, we teach our children to always say “please,” “thank you” and “you’re welcome,” but I sometimes think we do a poor job of teaching them to truly understand and appreciate the importance of others.
When I was a child, it was very common for people to write thank-you cards and notes whenever someone did something nice. Of course, that was a time when letter writing was the norm. I remember watching my mother sit down to write letters to her friends and family members. It gave her and them great joy. Today, things are quite different. In the fast-paced, 140 character society in which we live, we’ve eliminated many of these formalities. A heart-felt thank-you letter has given way to a text or FaceBook message saying, simply, “THX.”
None of us succeeds in business or life entirely of our own doing. We get ahead as a team, not as individuals. In my life, I can easily identify the sources of my joy, and I am so grateful for what has been a wonderful year. To our employees, customers, families, vendors and many friends, I say thank you.
You are my blessings.
Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction and real estate.
A simple “thank you” makes all the difference
By Jim Walton
CEO, Brand Acceleration, Inc.
Indianapolis and Charlotte
As we approach Thanksgiving 2010, I can’t help but consider the many people whom have played an important part in what has been a very good year for me and Brand Acceleration. Like most of us though, I am often lax when it comes to expressing my appreciation.
As parents, we teach our children to always say “please,” “thank you” and “you’re welcome,” but I sometimes think we do a poor job of teaching them to truly understand and appreciate the importance of others.
When I was a child, it was very common for people to write thank-you cards and notes whenever someone did something nice. Of course, that was a time when letter writing was the norm. I remember watching my mother sit down to write letters to her friends and family members. It gave her and them great joy. Today, things are quite different. In the fast-paced, 140 character society in which we live, we’ve eliminated many of these formalities. A heart-felt thank-you letter has given way to a text or FaceBook message saying, simply, “THX.”
None of us succeeds in business or life entirely of our own doing. We get ahead as a team, not as individuals. In my life, I can easily identify the sources of my joy, and I am so grateful for what has been a wonderful year. To our employees, customers, families, vendors and many friends, I say thank you.
You are my blessings.
Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction and real estate.
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