‘Top-Drawer’ Business Books 2013

It was a relatively lean year for outstanding business books even though Sheryl Sandberg grabbed attention and book sales with Lean In. Her well-intentioned but unremarkable plea for empowerment will go down in history as one of the most skillfully promoted books. In fact, a great book for 2014 would be one that examines the marketing lessons from the launch and support of Lean In itself, a work that was highly irrelevant to the vast majority of working women but was unavoidable in the media and on shelves.

This year in business books reinforced something long known. Being successful in business is incredibly hard. Whether you are leading a startup or managing a team within a famous blue-chip company or rising early to open your own dry cleaning business, there are no shortcuts or magic panaceas. Books promising four-hour work weeks are fables, how-to books are vacuous and dangerous, and the content of so-called inspirational works are trite, ineffectual and soon tossed out when met with the blunt adversities found in actual commerce.

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Marketing Lessons from Great Storytellers

Jeff Swystun on storytellers…

I learned long ago that people enjoy buying stories not products. They insert themselves into the narrative when deciding to try and buy a brand. They imagine themselves in a new car and connect with its advertising. The promise of an exotic vacation paints a vivid picture of the potential experience. Marketing has always been about storytelling.

What follows is a selection of quotes from famous writers speaking about their craft. In these are amazing lessons for marketers. The quotes cover motivation, preparation, effort, content, style, quality, challenges, criticism and reward. Each is absolutely applicable and relevant to those who plan and execute marketing strategies.

Motivation

“The purpose of a writer is to keep civilization from destroying itself.” Albert Camus

iBookstore-Ansicht“I write to understand as much as to be understood.” Elie Wiesel

“The purpose of writing is to inflate weak ideas, obscure poor reasoning and inhibit clarity.” Bill Watterson

“I just knew there were stories I wanted to tell.” Octavia E. Butler

“I write out of revenge.” William Goldman Read more

Authors with Marketing Roots

Many famous authors got their start writing copy for ad agencies, positioning products and services, and finding ways to convince consumers to try and buy. Branding and marketing has always been about storytelling. It is a compelling narrative that first links consumer and brand. The ability to spin a yarn with credibility is an admirable talent that few possess. Among now-famous-authors who got their start promoting brands are:

Salman Rushdie

An Ogilvy & Mather alum who penned the Daily Mirror’s tagline, “Look into the Mirror tomorrow—you’ll like what you see.” He also produced “Naughty. But nice.” for a cream cakes company and “Irresistibubble” for Aero, which remains the candy-bar’s slogan in certain markets.

standardoilTheodore Seuss Geisel A.K.A Dr. Seuss

The famous children’s author and illustrator drew and wrote for brands far before ‘green eggs and ham’. Beer companies received his unique treatment and soon Ford, NBC, GE, Flit, and Standard Oil were among his clients. The “Moto-raspus” for Essolube five star motor oil is immediately recognizable as a Dr. Seuss creation as are the boys in this 1932 ad for Standard Oil. Read more

Promoters of the Unnecessary

Have you ever wondered where you can find bandaids with witty Shakespearean insults printed on them or a tongue cover that will help you swallow your pills or thumbtacks in the shape of thumbs. I suspect that these items do not appear on Wall-Mounted-T-Rex-Head-Hunter's-Trophy-2_sqyour shopping list nor would you even expect they exist.

In this world of needs and wants, these items are in their own league. They are things that we could not even dream of requiring and practically we don’t. I cannot imagine thousands of people demanded that a company produce a large T-Rex replica dinosaur trophy head to hang on a wall.

Getting ahead of the consumer has always existed in business. When asked how much research played a role in the launch of the iPad, Steve Jobs cooly replied, “None. It isn’t the consumers job to know what they want.” Of course, there big is a difference between the iPad and a designer chair shaped like female genitalia (yes, it exists). Read more

Don’t Forget the Details

Social media is an ongoing experiment. It holds great promise for marketing, yet still perplexes many companies. However, ignoring it is like someone in the year 2000 saying “we don’t need a website”. The challenging (and fun) part of social media has been figuring out if, where, and how a company should play. The variables are a veritable Rubik’s Cube of choices.

I enjoy working through these strategic struggles with my employers and clients. But the fact is many companies fail to anticipate the demands of the required day-to-day details. And this is why countless efforts crash or disappoint. Shocking too, is how little this is mentioned by the experts who prefer to tantalize with metrics of social media’s use.

I am assisting a North American law firm on their marketing strategy, a subset being social media. The work has retaught me a lesson: if you choose to go for something, really go for it. To their credit, this law firm has decided to pursue, for their industry, an aggressive social media strategy. Read more

Jeff on CBC Radio

RIM, Reinvention & Canadian Pride

Jeff joined the national CBC Radio program The Current with host Anna Maria Tremonte and fellow guest Tamsin McMahon, an Associate Editor at Macleans Magazine to discuss the Blackberry Brand.

Hear the interview and checkout all the coverage here…CBC/Blackberry.

Jeff thanks the CBC, Anna Maria, Idella, Vanessa, Jessica, and Tamsin for the great experience. And best of luck to Blackberry in what will be one of the more fascinating business and brand stories of the year.

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‘Top-Drawer’ Business Books 2012

It is that time of year again when media is flooded with predictions for the coming year and retrospectives on the year ending. A related practice is to put together a ‘top ten’ or ‘best of category’ list.

Through the years, I have contributed “best” business and marketing book list for various websites and magazines. Those opportunities were flattering but I was never completely comfortable labelling any book “best”. So in recent years, I assemble my own annual list.

I call my book selections ‘Top-Drawer’. This tongue-in-cheek title is meant to describe books that are top-of-mind, notable, relevant, well written, practical, thought-provoking, and innovative. Many are ones you may not have connected directly with business and that is the ultimate benefit of this list.

Life is too short to drink cheap scotch – equally so there is precious little time to tolerate books that are not ‘Top-Drawer’. Last year 13 made the list while this year 12 did with one to look for that will be published on December 31. Enjoy and I look forward to feedback on the selections that follow in no particular order. Read more

You Had Me At Gin

I appreciate cool packaging but in the case of liquor am usually quite happy just with the liquid.

BOMBAY-SAPPHIRE_Electro_MediumNow Bombay Sapphire is being distributed a “The Electro Global Travel Retail pack”, a limited edition gift pack using electroluminescence. Electroluminescent ink is used to light up the Bombay Sapphire design, accentuating the motto, “Infused with Imagination”.

The current is conducted from the battery on the base of the pack which uses a hidden mechanical switch to activate it. When the package is picked up, the current runs through the various pathways illuminating them sequentially thereby creating a cascading effect. Each cycle of animation is 18 seconds long at which point the sequence stops until activated again.

 

Jeff in USA Today

Jeff comments on how brands respond to a disaster in USA Today

Businesses Step Up to Aid Victims of Superstorm Sandy

by Laura Petrecca

Many businesses are helping, but those that don’t come across as sincere in their aid efforts — and appear to be usatodaynewlogocapitalizing on a tragic situation — can raise consumer ire.

November 3. 2012 – Duracell’s “Power Forward” centers give Hurricane Sandy’s electricity-less victims the chance to charge phones, as well as to grab free batteries for flashlights.

Anheuser-Busch switched a line at its Cartersville, Ga., brewery from beer to potable water to produce more than a million cans of emergency drinking water for those in need.

Lakeside Fitness Club in Oakland, N.J., offered everyone in the community warm showers, hot coffee and the ability to get some stress relief with a workout. Read more