by Scott JeffreyJan 11, 2011
You actually have multiple lenses. Your base lens is your perceptual filter—how you process information through your five senses. This perceptual filter is colored by past memories, experiences, sensations, and images. Each perceptual filter is unique. Therefore, each of us experiences a slightly different take on reality.
The variance in perceptual filters helps explain how two people can witness the same event and experience it differently. It also explains how two people can be given the same information and come to divergent conclusions. This variance makes most human interactions interesting—sometimes in a good way, other times in a not-so-good way.
You also have specific filters within your job. Based on past learning, training, studying, and experiencing, you have a way of evaluating and interpreting information, like an intuitive algorithm operating in your subconscious. To uncover your hidden algorithm, pay attention to the questions you ask yourself when confronted with a decision. Your pervasive internal questions are the key. The quality of your questions determine your ability to make effective decisions.
For example, if you always ask yourself, “How are we going to stay afloat?” you’re going to restrict your lens to a small puddle of options. But questions like, “How can we better serve our customers?” or “What’s our customer’s primary problem we’re trying to solve?” will lead you to an ocean of opportunity.
By becoming aware of your various business filters, you’ll be empowered to select better questions that yield superior results.
by BJ BuenoJan 04, 2011
“There has to be a soul to the process. There has to be a real.” – Michael Jordan
Today Brand Jordan is an international icon. To create this icon, amazing people (Jordan + Nike + Design + Soul) came together and were each allowed to do what they do best. This kind of creative collaboration is very rare, making it difficult to deconstruct. But we should try anyway.
Here are a few simple tips that Jordan reveals. While these might seem basic, the discernment to choose what really appeals to consumers will be elusive to those without an eye for design.
Brand Jordan offers these simple insights:
- Performance is the name of the game
- Your product has to function at the highest level
- Tap into the power of design
- Draw attention to the product
- Bring style and function together
- Create a unique brand experience
Consider how each insight pushes on the other to create new combinations of experiences for your customer. Each point can lead to fun and creative brainstorms to determine how to take your brand and products to the next level.
Design and Function are both linked to strong product and brand development. Check out how Nike advertising showcases and dramatizes the both the functionality of the brand and the emotional outcome.
by BJ BuenoDec 22, 2010
It is difficult to build an extraordinary brand when the goal is to become the best version of some other brand. Unfortunately, “cloning” brands is often the default strategy for most large corporations.
Those who take the road well traveled want security and are willing to sacrifice true innovation for certainty. But true authenticity is about being true to who you are, even when everyone else wants you to be someone else.
BRAND JORDAN took this idea to heart. No matter what, Jordan stayed the course and followed his own path.
The Air Less Traveled
“There is nothing I have to do for BRAND JORDAN to continue to grow other than to continue being myself.” – Michael Jordan
How many brands are willing to be true to their core values and Brand Lovers, or even to themselves?
Many brands are born out of the passion and authenticity of their founders but never go BEYOND. Fads come and go, but brands are enduring promises that don’t lose their value overnight.
In 1994, Nike sentiment about Jordan was simple: He retired, let’s move on. But the consumer held onto the brand because it was bigger than Jordan playing for the NBA. It was a brand some people LOVED.
Finding Your Brand’s Authenticity
Those products, companies and people who stay true to who they are usually end up being around for a long time. You have to believe in leading and going BEYOND the expectations of your category.
Start by not settling for the solutions that feel like a carbon copy of what’s already been done. Find the ideas that are PURE and HONEST. It’s about making something that at its core is REAL.
by BJ BuenoDec 15, 2010
“Anything can happen if you are willing to put in the work and remain open to the possibility. Dreams are realized by effort, determination, passion and staying connected to that sense of who you are.” – Michael Jordan
One can never imagine everything that will happen. But dreams are like that. That’s what makes the journey amazing. You have to see your plan and be willing to invest in your vision. But today people are confused by the coldness of our society and its lack of values. Living without values discolors life. Without purpose, life becomes weak. This is also true for brands.
Once a brand loses it’s meaning with the public, it no longer matters. Brands without a purpose in the eyes of the customer die out. Intelligent marketing teams, however, know that aspirations and values are the keys to unlocking the power of their brands. Brand Jordan taps into the power of strong values and dreams.
Michael Jordan said, “We have built the brand based on basic values, old-school values. Those never go out of style.”
Discovering the core values that are at the core of your brand can unlock a new level of inspiration for you and your Brand Lovers. As Human Beings we are motivated not only by survival but also by those values that make us feel alive.
Are you ready to dream big?
Here are a few questions to ask yourself and tips to uncover your core values:
by BJ BuenoDec 08, 2010
“You have to be uncompromised in your level of commitment
to whatever you are doing.” – Michael Jordan
There are my fads that emerge into the consumer landscape. Some live long. Some trends disappear before they are noticed. Going beyond a fad and becoming a brand takes a real connection with people. For over 20 years, Brand Jordan has connected with legions of loyal followers.
To obtain this level of loyalty and love, BRAND JORDAN followed an incredible force. This force pulled Jordan to be its very best. This powerful force is known as the constant of excellence.
Is your Brand ready for excellence?
by BJ BuenoDec 01, 2010
“No one had to market Michael Jordan.
I marketed myself by what I did on the court.” – Michael Jordan
Today’s professional business world is quick. NBA scouts are tracking twelve-year-old players to catch the next rising star. Trend software run the numbers on each player to generate risk models for casinos. And many NBA marketing programs are built with the expectation of players averaging 30 points per game. But when the players can’t live up to the expectations, the programs fall apart. You can’t fake out the consumer. To build Brand Jordan, each step would be earned.
Michael Jordan’s entrance into the marketing world was shaky. Nike executives were nervous about the release of Air Jordan. Until this point, no one had ever made it work in the basketball industry. But Jordan was about taking everything he did to the next level. If he was on the court, the game was never over.
His fans adored this passion, which quickly translated to the bottom line:
Nikes Original Sales Goal: $3 Million
First Year Sales: $130 Million
Brand Jordan was built on hard work. From its early beginnings, Brand Jordan fought for the top. Each step was earned. EARNED is the best way to know it’s yours. If you keep taking your Brand to the next level, soon you will have a brand that has no equal.
Is your Brand earning its way to your customer’s heart?
by BJ BuenoNov 18, 2010
BRAND JORDAN is among the most interesting brand case studies I’ve ever had the privilege of studying.
When we take a close look at most brands one will quickly realizes that most companies lack powerful brand DNA–core brand principles that attracts loyal customers.
BRAND JORDAN’s constitution and magnetism has created legions of loyal followers that celebrate the authenticity of this brand.
Jordan’s Driven from Within offers a wealth of insights on the art of making your brand authentic, real, and powerful. Here is a brief synopsis:
The Birth of BRAND JORDAN
The year was 1984, and Michael hesitantly took a flight to Portland, Oregon. It was the day that he would meet Nike Founder Phil Knight for the first time.
BRAND JORDAN: EARNED
But when the players can’t live up to the expectations, the programs fall apart. You can’t fake out the consumer. To build Brand Jordan, each step would be earned.
BRAND JORDAN: UNCOMPROMISED
Going beyond a fad and becoming a brand takes a real connection with people….
BRAND JORDAN: ASPIRATIONAL
One can never imagine everything that will happen. But dreams are like that. That’s what makes the journey amazing. You have to see your plan and be willing to invest in your vision.
BRAND JORDAN: AUTHENTIC AND BEYOND
But true authenticity is about being true to who you are, even when everyone else wants you to be someone else. BRAND JORDAN took this idea to heart.
BRAND JORDAN: Uncovering The Soul of the Brand
Today Brand Jordan is an international icon. Creating this magic was about getting some amazing people ( Jordan + Nike + Design + Soul) together and allowing each do what they do best.
Driven From Within: by Michael Jordan
Michael Jordan was named the NBA MVP five times. He led the Chicago Bulls to six NBA championships. And he helped the ‘Dream Team” the USA Basketball Team bring home the gold medal. Driven from Within, includes vivid stories, anecdotes, drawings and bold photographs that capture Jordan’s exceptional combination of grace, grit, power and artistry. Jordan introduces the reader to some of the people closest to him, including Dean Smith, the former UNC coach who saw Michael’s superstar potential; his mother, Delores Jordan; and Tinker Hatfield, the design genius behind 14 of the 20 Air Jordan shoes. In every chapter, MJ offers examples of his values in action, on and off the court.
by Scott JeffreyNov 11, 2010
Every interaction your brand has with your customer is important. Each point of contact (or touch point) provides your brand with the opportunity to strength your customer’s tie with you. Conversely, if you’re not careful, any touch point can damage your customer relationship.
A blaring example is the growing call center industry. Why invest in full-salary employees with benefit packages for in-house customer service reps when you can outsource to India at a fraction of the cost?
Here’s why: Not only are you going to frustrate your customers and weaken your relationship with them, you are going to lose a precious opportunity to strengthen your customer’s commitment to your brand.
Plus, you make it easy for your competition to steal your market share:
- Online retailer Zappos has grown by a staggering annualized growth rate of 7,800% over the past 8 years, growing sales to over $1 billion. Its stellar in-house customer service team provides a powerful competitive advantage.
- L.L. Bean has always been known for world-class customer service. I’ve been a loyal customer for over a decade and can attest to the fact that I’ve never waited on hold for more than a few seconds. You automatically get a knowledgeable customer service reps who is also an L.L. Bean Brand Lover.
- DVD-by-mail provider Netflix has dominated the industry they invented and their online customer service, rated #1 by Nielsen Online, has helped them grow to almost 10 million subscribers. Realizing that their savvy customers prefer addressing customer service issues online, Netflix has anticipated virtually every potential issue and set up easy and quick ways to solve customer problems.
Every touch point matters. Your call center is just one touch point, but it’s a big one. Your website, advertising and packaging—everything you do either reflects your brand and strengthens your customer’s bond, or weakens it.
by Scott JeffreyNov 04, 2010
If you run your business strictly by the numbers (merchants, I’m mainly talking to you), you will ensure lower levels of profitability and greater levels of competition in the long run.
How is that possible?
Profitability is driven by loyalty. Your loyal customers shop you more often, tell their friends about you and tend to avoid your competitors. Loyalty develops as a consequence of doing something meaningful for people. “The numbers” strip out the human element—it doesn’t help you focus on what’s meaningful to your customers.
A blaring example is the decision to outsource your call center operation for customer support. No question—the cost savings in the short term can be enormous. But what’s the long-term customer attrition rate?
It costs fives times more to acquire a new customer than keep an old one. A high attrition rate means you have to funnel your resources into marketing and advertising in order to continually acquire new customers because you can’t keep your old ones.
Online retailer Zappos has over 75% repeat customers. Yes, they invest heavily in training and supporting their in-house customer service staff, but their 62,000% growth rate over the last 8 years speaks for itself. CEO Tony Hsieh doesn’t run Zappos strictly by the numbers, but instead keeps his focus on loyal customers and innovates around their needs.
Honor the human element in your business. Celebrate your customers. Support your employees. You’ll build more profitable businesses and you’ll also feel better about yourself.
by BJ BuenoOct 27, 2010
In 1982, a remarkable event took place. At the University of Paris a research team led by physicist Alain Aspect performed what may turn out to be one of the most important experiments of the 20th century. Aspect and his team discovered that under certain circumstances subatomic particles, such as electrons are able to instantaneously communicate with each other regardless of the distance separating them.
It doesn’t matter whether they are 10 feet or 10 billion miles apart. Somehow each particle always seems to know what the other is doing. The problem with this feat is that it violates Einstein’s long-held tenet that no communication can travel faster than the speed of light.
But to understand this strange assertion, one must first understand a little about holograms.
A hologram is a three dimensional photograph made with the aid of a laser. To make a hologram, the object to be photographed is first covered in the light of the laser beam. Then a second laser beam is bounce off the reflected light of the first and the resulting interference pattern (Where the two laser beams commingle) is captured on film.
When the film is developed, it looks like a meaningless swirl of light and dark lines. But as soon as this film is illuminated by another laser beam, a three-dimensional image of the original object appears!
Ready for the strange part?
The fact that it is now a 3D object is cool but let’s say you decided to take a hologram of a rose and cut it in half, and then illuminate the halves by a laser, each half will still be found to contain the entire image of the rose. If the halves are divided again, each snippet of film will always be found to contain a smaller but intact version of the original image. Unlike normal photographs, every part of a hologram contains all the information possessed by the whole.
The “whole in every part” nature of a hologram provides us with an entirely new way of understanding brands.
A brand is all the information and ideas associated with your product/service that creates a distinct customer experience. The information or ideas can be:
- Real or perceived
- Rational or emotional
- Physical or sensory
- Thought or felt
- Form and function
- Planned or unplanned
Everything is the brand because all the parts represent the whole. Or in holographic terms, the “whole in every part.”
What does this tell us? If you break any part of your business off and looked at it individually it should represent what you want your brand to stand for in the heart of your customer. If you look at any of your sales reps, they should be what you want in the heart of your advertiser. From the front door of your business to your business cards, each part represents your entire brand.
Is this a lot to consider? You bet.
But is it worth it? There is no question.
Each touch point of your brand tells the whole story. Each touch point should push the brand forward. If a touch point is not pushing the brand forward it’s pulling it down. The reason why a holographic film continues to project the entire picture is because each peace contains the very essence of the whole. Each part of your brand has to do the same.
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