lifehacker

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7 Year Brand Itch.

LinkedIn says it’s my 7th anniversary at What’s The Idea? – so I guess it is. As someone who counsels others on brand building, it might be a good time to look back on how What’s The Idea?, as a brand, is doing.

The brand came to life as a blog while I directed marketing for Zude.com. Zude competed with Facebook in the social media/social networking space when Facebook had 18 million users. Blogging was at its infancy and blogs about branding were not at all common. That said Ad Age had a counter on the top 50 blogs, which I never broke. Some big time talent headed the list. A guy can always aspire.

I had a 1,000 hit day once, thanks to a tweet by Steve Rubel, which made it to Lifehacker, giving What’s The Idea? global relevance (for a few days). When I left Zude WTI became the name of my consultancy. It already had some equity, the name along with the words “brand consultancy” provided a good Is-Does, and it posed the question most marketers ask when strategizing about selling: “What is my focus?”

Over the 7years I’ve had the opportunity to work with a number of name-drop brands and some small lesser known brands. I love them all. My job it to help organize the brand and bring it to life. When a brand is alive, it can be liked or disliked. If the latter it can be fixed. If it just lies their like a lox, as most do, it has nowhere to go in the mind of the consumer.

So here’s too “life,” to another 7 years, and to lots more brand building for What’s The Idea? and its clients. Many thanks.

Peace.

 

 

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CBS and Google.

A little over 4 years ago I predicted Google would break up into 3 different companies.  It would happen in about 48 months, the non-prescient post suggested. I was wrong. The post had over a 1,000 hits, partly because of a point I made about Google’s culture of technological obesity, a tidbit picked up by Steve Rubel and Life Hacker. Who knew?

Today CBS, a proclaimed content company, has made public its plans to spin off and IPO its outdoor business. A $3.3B advertising and real estate venture, it is deemed non-core. CBS is rolling financially, owning an amazing share of prime time TV viewership as well as a successful film business, a cable channel and online properties. CBS is making the move during a period of earnings strength. It’s still about portfolio focus.  

My Google trivestiture prediction was also about focus. But without any government pressure, Google has decided that a diverse portfolio, kept buoyant by mad ad revenue, is the best way forward.  Google can afford to pizzle away money on Motorola, and self-driving cars and, and, and.  Google is taking the GE approach, becoming a diversified technology company. And I’m liking it.

CBS gets what it is good at — content. Its diversity comes from flavors of content: prime time, movies, cable and online. Google is good at putting the world’s information at our finger tips… yet it is looking beyond the dashboard toward what’s next.  And as long as Google can turn a profit, it’s a brilliant approach. (That’s why Facebook bought Oculus Rift.  It’s non-core, but it is about the future.)

For businesses, focus gets you smarter and better. Diversity gets you smarter and better. No wrong, until the shareholders start to wince. Peace. 

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Steve Rubel is an acquaintance who has done lots to alter the landscape of social media.  He’s got pop.  (Baseball metaphor.)  He once tweeted a post of mine about “Google’s culture of technological obesity” which got hit by Lifehacker and earned me 1,000 blog visits a day for a while. That’s power.

Steve works high up at Edelman PR and though less visible to the public these days, is no doubt making the company some nice profits.  We all miss him, I’m sure.

Edelman is doing some leading edge stuff in social media and PR.  I came across a Twitter handle of theirs yesterday:  @edelmanfood.  Whoever is managing the account, and I’m sure it’s a small group of people, are thoughtful category trollers.  This is advanced stuff. Leadership stuff.  They’ve created their own little practice area topic on Twitter – something extensible into other media which in a fast twitch media world is an idea with ballast.

While category trolling is broad and much better than brand trolling, it does not hit the requirements of “Have a motivation” (Google “Social Media Guard Rails+Slideshare”). That’s next. For now let Edelman troll the category and do it better than most. A Twitter account or a Fotchbook page with a branded motivation, though, offers real pop!  Peace. 

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