July 6, 2008
I’m not talking about the Patron variety of tequila shots but instead the mini-book “Tequila Shots” by word-of-mouth and brand identity agency Brains on Fire. I came across these guys thanks to John Moore’s “Three Reads” over at Brand Autopsy. Since it was a lazy Sunday, I spent the morning taking Tequila Shots to see what the style of this agency was all about. Here is what caught my eye from the quick read:
- This book is a stellar way to show the company culture…both to potential clients and to new employees. You instantly get a feeling for the pulse of the place. I love the line “if your work is your calling and not just a job, you will embrace it in everything you do.”
- I love their concept of Marketer-in-Residency. It’s a way for the agency to give their clients access to some of the “smartest thinkers and doers in marketing.” This is a brilliant way to bring fresh blood into the agency on a short term, while giving individual marketing practioners access to the overall structure of an agency. A similiar structure has worked for years with Venture Capitalists and their “Entreprenuers-in-Residency” programs so why not agencies as well. Very cool idea that I think a lot of agencies (and even companies) could learn from. I could see myself really enjoying something like this…
- “The growth & development of people is the higest calling of leadership.” More people need to think this way. If people around you succeed and grow, you will be successful as well.
- Courageously Honest – I love this insight. Some people call it being blunt….courageously honest is another way to put it. There really shouldn’t be any gray zone in work. Ideas are either good or bad. Marketing either works or it doesn’t. More people need the courage to be honest…it is pretty refreshing when they are.
- “If it ain’t fun, we must be doing it wrong.” First, I love the picture of the bulldog that goes along with this quote. But I love the idea even more. More people need to have fun with work. I am a huge believer of work hard, play hard, have fun. As a Brand Manager, this is the type of relationship you need with your agency. Unfortunately not enough people act this way. Judging by the number of drinks in this mini-book, I think these guys know the definition of fun.
Take a tequila shot for yourself by downloading the book here. Great, quick read if you have the chance. This agency is one I’m going to be keeping my eye.
P.S. – If someone from Brains on Fire happens to read this post, you made the classic mistake of misspelling Procter as Proctor in John Moore’s biography on your site 🙂 Might want to change that. Just practicing courageous honesty and all to point it out.
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June 5, 2008
Back on Thursday, April 24 I wrote my first Day in the Life of a Brand Manager post. Today seemed like a good day to do the next one in order to show just how different and varied the life of a Brand Manager can be:
Thursday, June 5, 2008:
5:30 AM – The bugle alarm clock sound of the Chumby came way too soon. Early start for a long day ahead. Let the dog out, check the blog real quick and then did a quick workout to wake up.
6:40 AM – At my desk but 10 minutes late for a multi-country conference call on marketing capability. Luckily I’m just playing a listening role and watching the webcast so no one notices.
7:30 AM – Conference call wraps up and time to give my agency a call to go over a couple of pieces of creative from the previous night. Read the rest of this entry »
April 25, 2008
When I started writing this blog, one of the things I wanted it to do was give a peek inside the day to day life of a Brand Manager. The thinking is that it would be helpful for aspiring marketers, students, agencies and anyone else that would like to get inside the head of a BM. I’m hoping to do this type of post every once in awhile so you can see the variety but here is Day 1: Read the rest of this entry »
March 31, 2008
Over on The Hub, I came across a great article by Stuart Armstrong on where retail will play in the marketing mix. Armstrong writes:
“Which means that the future of marketing—the convergence of retail, the emergence of digital media networks and the cellphone as the linchpin—is not really the future at all. Because, as Geoffrey Frost noted, in a nod to science-fiction writer William Gibson’s famous quote, “The future has already arrived. It’s just not evenly distributed yet.”
I find this point on convergence/emergence really interesting. While P&G has placed increasing importance on Shopper Marketing, it is an area that is still in its infancy. The same holds true for experts in digital (not interactive…but digital). Digital experts are learning the world of not just interactive (ie traditional media applied to online) but also social media, mobile, consumer generated media and everything else that is digital today.
The case can be made that the worlds of retail and digital are going to collide and they are going to collide very soon. But I’m not sure if many clients OR agencies are recognizing this fact. If you look at the major agency holding companies, most of them have their digital shops AND their shopper marketing shops. Likewise you arent going to find many marketers that have spanned the world of both digital and shopper marketing during their careers. Sure many have taken traditional brand / mass media backgrounds and layered on shopper marketing. And many have done the same thing with digital.
But it is only a handful of marketers that have thought how to take a traditional background and layer on expertise in both shopper AND digital. It made sense just a few years ago when they were seperate worlds. But these worlds are now converging and we all need to change…we need to change fast. We need to understand that consumers can now become shoppers at any moment. They no longer have to step into a store to shop. It can happen online, on their cell phone or even on Xbox Live. Those transactions taking place outside of traditional retail might be small now but that wont be the case in several years (ask the music industry about how fast iTunes made that happen). Sounds like now is the time to start thinking about how shopper marketing and digital expertise are going to play together. Will your brand be ready? Your agency(s)? You?