You are currently browsing articles tagged Faris Yakob.
Yesterday I wrote about using memes to drive website traffic and brand interest. Today I’ll build on that with a little search tip.
When I first started What’s The Idea? and blogging about branding, I realized it would be smart to tag my blogs with key content points but also with “Whats the idea” and “whatstheidea,” the actual URL In a meeting with Faris Yakob, a marketing pal, I mentioned my approach, explaining this activity allowed me to tell people to Google “whatstheidea+ a brand or marketing topic” and it will likely lead them right to my website. Faris said I was “indexing” content to my website using Google’s search engine. Leave it to Faris to find the right words. Love Faris.
By always posting with my brand name — it helps that I have over 2.100 blog posts — it has created breadcrumbs to my site all across the web…wherever Google goes.
Every brand must use this slippery slope to their site. And every brand must post.
Tags: Brand Strategy, Faris Yakob, google, how to improive search results for free, Index web content, Slippery slope to a website, whats the idea, whatstheidea
I was watching an episode of The Planning Salon yesterday with Julian Cole interviewing Jon Steel and the question came up about Jon’s liberal policy toward vacation. His response was brilliant. He said, and I paraphrase, when I give a planner an assignment and that planner has worked 48 weeks of the year, compared with someone who has burned through 51 weeks, I know they’ll be better rested, less stressed and more energized. Moreover, in those 4 weeks off, because they are planners, they will have done some wonderful things with their free time – things that make them better thinkers. Better observers of humanity.
Planners with their heads in research tomes, or behind the office windows 24/7 are not the refreshed observers that are planners who get out and breathe a little community air. Stim is what makes great planners crave.
Mr. Steel also referred to Google Planners, dinging desktop planners who scour the web for insights and data but rarely leave the office. Don’t get me wrong, the web provides great stim (Google my posts on “Posters versus Pasters” for a neat trick) but the web is not the last mile – or even last ten miles. Those can be found in situ. Mining for insights is best done through interaction, observation and discussion. Mixed in with a little think time, art, science and, as Faris Yakob might say, recombinant engineering.
Tags: Faris Yakob, google planners, in situ planning, jon steel, Julian cole, posters versus pasters, the planning salon, vacation policy for account planners, whats the idea, whatstheidea
I read a quote this morning attributed to the denizens of Silicon Valley “Culture eats strategy for breakfast.” As someone who spent many of his early years studying anthropology and also who makes a living today studying and perfecting strategy and its talons, I take issue.
Nothing easts strategy for breakfast. And I’m a big culture guy. Whenever employees talk about company culture 9 out of 10 times they are inarticulate. “We’re an entrepreneurial culture.” “We foster a culture of innovative.” Meh. Sure, employees will tell illustrative stories, usually resulting in a cool product or service or founder feat, but that’s not culture. Beer Fridays, a month off to do your own project, charity Monday – not culture.
Great American anthropologist Ruth Benedict taught us no single trait of personality, art, language or culture exists in isolation. They all work together. In American business, in start-up business, these behavioral elements are typically borrowed, repurposed, stolen (thanks Faris Yakob), or combined into what Silicon Valley companies call culture. Double meh. A huge oversimplification.
A strategy to “accomplish something” is what’s for breakfast. Also lunch and dinner. For me strategy begets culture. Together strategy and culture are powerful allies. The most powerful of allies. Apart, not so much.
Tags: american anthropology, culture eats strategy for breakfast, culture versus and strategy, Faris Yakob, ruth benedict, silicon valley, whats the idea, whatstheidea
I was reading the paper-paper today on the flooding in Thailand and a quote really hit me in the solar plexus: “I have lost the ability to be angry.” Though not the exact definition of hopelessness, it’s in the neighborhood. I am a brand planner, which means I help brands organize their Is-Does using one big honking brand idea and 3 support planks. Support that, when combined, convinces consumers of unique value.
To get the idea and planks, I do a lot of research, ask a lot of questions and map a lot of behaviors. As a small business without the resources of huge research machines, my craft has been fine-tuned with tricks, short cuts, and marketing muscle memory. And when I come across a sentence like “Lost the ability to be angry,” it gives me planning pause. It’s raw. It’s real. And I’m going to steal it. (Faris Yakob, I borrowed your “S” word.)
My challenge is to find a way to work that probe into the battery of Qs I pose when interviewing. Those questions are a good portion of the “What’s the idea?” secret sauce, but not the sauce itself. Jacques Pepin would say it’s not the ingredients. it’s the technique.
If you are selling Heineken Light and asking 20-something males about their evening drinking habits (this target indexes high for daytime Heineken Light drinking), how do you segue into a discussion about “numbness to anger?” By being on your toes. You have to be chatting and story-listening, not interviewing. Peace!
Tags: account planners tool, beer marketing, brand idea, Brand Planning, Faris Yakob, heineken light, Is-Does, jacques pepiin, paper paper, story-listening, Thailand flood, whats the idea, whatstheidea
I’ve been thinking a lot lately about Fast Twitch Media and twitch point planning, and from the quality of the responses it seems I’m on to something. Faris Yakob of KBS+P is in the fast twitch neighborhood when he refers to our low latency culture, and others who talk about integrating transmedia solutions are similarly on the trail. It’s a nascent practice but quite exciting. One key to effectively getting people to twitch from one media type to another, with the goal of taking them closer to a transaction, is to create intrigue. Especially in a low-interest category. If we are talking Gillette razors, you don’t need to twitch me to a treasure map or man-scape video game, but you do need to get me to think, feel and do – within the context of a brand idea. Go Daddy got this years ago, albeit shamelessly and sans selling idea.
As the mobile online experience improves, and it’s not there yet, a twitch to a website is only a pants pocket away. A twitch to a hastag. A QR code to a video. A geo-check –all within arm’s reach. Print ads are already becoming short form billboards using a call to twitch. Check out the new Kobo e-reader ad in The New York Times paper/paper today.
The RGAs , Crispin Porter’s and 72 and Sunny’s are thinking twitch point planning — they just don’t call it so. And they are trying to decide who is responsible for it. Media people, creative, geekuses? The answer is yes. Peace!
Tags: 72 and sunny, crispin porter bogusky, Faris Yakob, fast twitch media, geo check-in, hashtag. Gillette, kbs+p, low latency culture, new york times, QR codes, RGA, transmedia, twitch point planning, whats the idea, whatstheidea
My favorite modern marketer and lexicographer, Faris Yakob, uses the word “recombinant” a lot in his work and it’s a word I love. His thesis is that everything is old and that what is new is just repackaging and/or a recombination of existing borrowed things.
The new network television schedule launching tonight reminds me of Mr. Yakob’s theory. More cop shows, medical shows, a sitcom or two depicting likeable middle ‘mericans. But nothing really innovative. The last innovation, if you don’t count cable using the word “dick” was probably reality TV, now accounting for 2 out of every 10 shows. Program-wise everything is so stale. Oh, we can text message and affect outcomes, but that’s a little 4th grade don’t you think?
We need some recombination here. Mix a little Steven Colbert with 60 Minutes or NFL Pregame with America’s Most Wanted. How about recombining House with Jersey Shore. Better yet, why doesn’t network TV go beyond recombination and just innovate completely. The answer I trust lies somewhere at the nexus of consumer generated video, geolocation, gaming with a dash of celebrity. The next big thing is out there and programmers with the vision to break the mold will reap the rewards. Come on networks, hire Mr. Yakob for a month. Peace!
Tags: 60 minutes, America’s Most Wanted, cable television, Faris Yakob, House, Jersey Shore, netwoprk television, NFL Pregame, recombinant, Steven Colbert, whats the idea, whatstheidea