by Miriam Hara | Oct 22, 2024 | Advertising, Agency, Marketing
How do you know if you’re suffering from the Agency Blues?
If you’re a brand marketer you’ve lived it… you’ve loathed it.
The Agency Blues symptoms. Your heart is racing. You break out in a sweat (no, it’s not because you’re experiencing hot flashes). You toss and turn, unable to sleep or turn your mind off. Your anxiety is through the roof with “what if’s”. You’re second guessing everything. Concerned about it all, and can’t put your finger on it. You think you’re too judgmental or maybe you’re asking too much? Self doubt and disappointment set in. If you are in marketing or branding, you’ll recognize yourself among these descriptors. But here’s the thing—you don’t have to live with it.
Ideas Feeling a Little Flat?
You started working with your agency with big hopes, expecting creativity that would blow you away. But lately, the ideas coming through feel, well… flat. Not bad, just not the wow factor you expected. It happens. Even the best teams go through dry spells. But that doesn’t mean you’re stuck with it forever.
Creativity ebbs and flows—it’s a natural part of the process—but if your campaigns are missing that extra flair, it might be time to have a conversation. Sometimes, all it takes is exploring a new perspective to shake things up. The Agency Blues don’t always mean a complete breakdown…. but sometimes it does. So don’t be afraid to look beyond your current situation—you deserve an agency that never runs out of steam.
Is Your Vision Getting Lost?
You’ve communicated your brand’s vision—multiple times. Yet somehow, what’s coming back to you feels… different. Not quite off the mark, but not quite on it either. This can be frustrating, for sure. It’s easy to fall into the Agency Blues when you feel like your vision isn’t translating. But it’s also a great opportunity to reassess and realign.
If you feel like your brand’s identity is getting lost in translation, it’s a sign that you might need an agency that really gets you. It’s entirely possible to find an agency that can see your vision as clearly as you do—and help you bring it to life in ways you never imagined.
When “Next Week” Feels Like a Lifetime
Deadlines are approaching, the pressure’s on, and yet… you’re still waiting. The Agency Blues might have you checking your inbox more often than you’d like, but delays happen. It’s worth taking a moment to reflect—are these one-offs, or is this becoming a pattern? Biting your nails as the clock ticks is stressful, no doubt, but you don’t have to keep operating like this.
There are agencies that understand how to manage time and resources efficiently, delivering not just on time, but with room to breathe. Whether it’s through better project management or clearer communication, it’s possible to work with teams that respect deadlines—and your sanity.
What’s the ROI? The Numbers Game
You’re investing time and resources into campaigns, so naturally, you want to see results. If you feel like you’re playing a guessing game with results, it’s not unusual. But there’s a better way. You should be able to see the numbers that matter and understand how each campaign is performing without feeling left in the dark.
The Agency Blues can sometimes make it feel like progress is slow, but it’s often just a matter of better reporting and communication. Some agencies prioritize transparency and data-driven insights. They’ll deliver creative work and the metrics to prove it’s working. You don’t have to wonder if your marketing is effective—there are agencies that make it crystal clear.
Can You Shake the Agency Blues?
If any of these scenarios sound familiar, don’t panic. At the end of the day, you’re not trapped. You don’t have to suffer through the Agency Blues. If you’ve been feeling let down by flat ideas, missed deadlines, or unclear results, it might be time to explore other options. Consider this your opportunity to find a partnership that aligns with your goals—without the headaches.
And if you’re looking for that perfect fit, there are agencies (perhaps one with a hint of purple!) ready to come to your rescue. Because the Agency Blues aren’t forever—there’s always a brighter, more creative partnership on the horizon.
by Miriam Hara | Oct 15, 2024 | Branding, Business Success, Marketing
Is brand potential an elusive goal?
How do you know, as a marketer, if the brand you’ve been entrusted with has truly achieved its full potential? It goes beyond just success or meeting KPIs like market share, sales growth, or market penetration.
It’s natural that we are up close and personal with the brand
If you’re a solid brand manager, you likely know your brand inside and out. It almost becomes an extension of who you are! On the flip side, maybe you’re too close to see the bigger picture. The goals and objectives you’ve set may not actually be at the pinnacle of what’s possible. In other words, maybe your brand has yet to achieve its true potential, and there’s still more to reach.
As marketers, we celebrate milestones—like incremental increases in market share (yes!) or stronger market penetration, because they translate into healthy, profitable outcomes. But what if, instead of celebrating, we should be reflecting on what the brand hasn’t achieved?
Is your brand leaving its true brand potential on the table. This is really the true definition of missed opportunity.
Pushing the envelope
Even though you’ve experienced successful outcomes from your brand initiatives, maybe there’s still more on the table. Maybe your brand hasn’t fully reached what it could, even if what you’ve accomplished is already impressive.
So how do you know when your brand has truly reached its full potential? What measures can you put in place to ensure you’re pushing the limits and maximizing every opportunity? Here are a few takeaways to keep in mind when your brand initiatives seem successful:
- Don’t rely on the past. The market is present. Every day brings change. Past accomplishments are best viewed in a rear view mirror. Look to the future and always reassess.
- Stay uncomfortable. If you’re comfortable with your brand’s growth, it’s time to disrupt that. Challenge what you believe is possible. Unlocking a brand’s potential means never coasting.
- Playing it safe is risky. Dare to create strategies that shake up the norm. Be unpredictable. Just because something hasn’t been done before, doesn’t mean it’s wrong. And if it has been done, maybe now is the right time to make it right! Make sure your initiatives grab attention, make noise and stand out.
- Be ambitious for your brand. Reach and strive to attain the outer limits of what’s considered an acceptable objective. No ambitious goals…means you are being complacent. And that is never good for a brand or for business.
- Use the 3-year-old conversation approach: Always ask questions. Continually assess. If campaigns or initiatives were successful, ask why?
Remember, success doesn’t always mean you’ve reached maximum achievement or full brand potential. Striving for more is how you unlock a greater brand potential!
by Miriam Hara | Oct 8, 2024 | Branding, Business Success
So You’re a Market Leader
As a brand manager, it’s easy to become comfortable when your brand is riding high on a wave of loyalty with the market share and sales to prove it. But here’s the truth: brand loyalty isn’t a given and it isn’t easily earned either. Sometimes based on market conditions, being the market leader doesn’t always translate into true brand loyalty. Regardless, it’s certainly not something that remains static.
Brand loyalty doesn’t come about simply because your brand is out there – and I would go even further to say – if you’re the only one out there.
A brand loyal customer base is the result of constant nurturing, respect, and—most importantly—consistent evolution. Your customers may love you today, but if you don’t continue to invest in that relationship, tomorrow’s landscape could look very different.
Why Complacency is the Enemy of Loyalty
I have always maintained that brand is a living organism. It must evolve and grow. When a brand reaches a certain level of success, there’s a temptation to pull back, thinking the hard work is over. However, like brand, brand loyalty is a living, breathing thing. It needs attention, care, and—yes—respect.
Consumers want to feel valued, and part of that value comes from knowing the brand they’re committed to is committed to them… and is in constant improving and growing mode.
Ignoring the need for continuous investment and evolution sends the wrong message to your consumer base: “We’ve done enough.” Even if you are a brand staple, there are ways for your brand to become more than that. Consumers need to know that you’ve got their back… that your mission is always to serve up things that make their lives, easier, better, warmer, happier and effortless.
And if that’s not enough of an incentive to keep investing and growing, remember that no market is foolproof, you can count on market dynamics shifting, and competitors are always ready to pounce, when they see an opening to just nudge it and take a little bite out of your loyal following.
Loyalty is More Than a Transaction—It’s Validation
I’ve mentioned it before, even if your brand is a market leader, it’s not enough to simply assume that dominance guarantees loyalty. Consumers want to feel validated in their choice of brand, especially when they’ve been loyal for years. It’s about recognizing their support and providing them with reassurance that they’ve made the right decision. This means brand managers needs to continuously invest in their brand to maintain a constant relationship with their customer base.
The Investment That Keeps Giving
Consistent investment, whether in marketing, customer experience, or product innovation, is key to maintaining your brand’s place in the hearts and minds of your customers. This investment can take many forms. It can be through new product innovations or offerings, exclusive offers other than rebates or coupons. The investment must reinforce the values that drew consumers to your brand in the first place. It can take the form of usage tips, how to, DIY or entering in a fun contest, information that is authentic and true to the brand persona.
Your consumers are your best brand ambassadors, but they need to be reassured that their advocacy is well-placed.
By continuing to engage with your audience and offering them these reminders, you’re not just thanking them—you’re reinforcing the connection and giving them reasons to keep choosing you.
Showing Respect is Powerful
Staying relevant by evolving is one of the most powerful ways for a brand to show respect. It demonstrates to brand loyalists that their loyalty is being recognized and isn’t being taken for granted. Whether it’s adapting your messaging, launching new products, or updating your brand identity to better reflect today’s cultural landscape, keeping things fresh demonstrates to your customers that you’re in it for the long haul—just like they are.
At the end of the day, it all comes down to this. When a brand understands the ongoing relationship it needs to have with its consumer base, it doesn’t just keep them—it keeps growing alongside them.
by Miriam Hara | Sep 24, 2024 | Branding, Marketing
Last week we all got hit with the news that Tupperware has filed for bankruptcy. Some may have been surprised by the news, and others may have seen it coming. In this ever changing market, it’s difficult for iconic Brands to evolve in a timely way…and to maintain relevancy by staying just ever so slightly ahead of the curve. Many of us still remember Kodak and the end of an era. We’ve all read about the usual myriad of suspects as being the reason for the demise of Tupperware. Whether it resulted from the proliferation of cheaper copycat products, lack of innovation, failure to maintain its spearhead attitude when it came to sustainability, the result is the same. The end of the brand name Tupperware.
The Way of the Dodo
Perhaps the saddest aspect of this story is that Tupperware will always be part of our collective consciousness. How could a Brand name that not only developed an entire category but was its very definition (can you say Kleenex , Google and Xerox) go the way of the Dodo, and yet still be part of our everyday language? Ironically, there will be Gen Z’s who will refer to their Tupperware without ever realizing that Tupperware was once a Brand. And that is truly the real story.
How is it that a Brand that was made a household name in the 1950s mainly by the use of a new marketing initiative called the “Tupperware Party” end up here?
Brand Beware of ‘Genocide’
Well there is something to say about over exposure….especially if it’s going to be at the expense of the Brand uniqueness. A Brand’s USP disappears as it becomes synonymous with the category it developed! Becoming a category descriptor is a double edged sword. It speaks to providing consumers an innovative solution, and initially, the Brand does reap the rewards. But as they say plagiarism is the best form of flattery. If there is a need to be filled, or a new need that is identified in the market, there will be copycat competition for sure. And if brand owners don’t realize that they need to protect their Brand in context to the category, then it’s a slippery slope and the rest is history.
It’s All in the Language
Each and every one of us do it every day. At least once a day we say “google that” or “google it”. Are we actually using google, or is it another search engine? Disruptive Brands like google, are probably very much aware of how their Brand name is being used in the market. Without intention and mindfulness to the Brand they are uttering. Brand owners have to counter-act the category use of their Brand name. The basics of Brand guidelines are key…but it goes far beyond that. In today’s digital world, adopting monitoring and enforcement programs to stay informed of the market’s activities is a must. This will alert Brand owners of how their Brand’s name is being used and signal them if their Brand is slipping in to descriptive use by third parties. And don’t forget Wikipedia! Brand owners should work at actively correcting any incorrect definitions in reference sources.
The Expense of Doing Nothing
In our world market share and value, as profitability are the drivers. However, investing in protecting a Brand is a must. Albeit, extensive corrective advertising and consumer re-education is expensive for the Brand, however doing nothing, leads to the way of Tupperware. Brand owners of innovative Brands must focus on ensuring that people use descriptors with their Brand name at every instance. This reinforces the Brand with the category and cues consumers that the Brand name is a Brand. For innovative Brands, all communications would qualify the Brand name. ie. Google search engine or Kleenex facial tissues. Do not use the trademark as a noun or a verb. You can use it as an adjective. Is this subtle? Yes, but developing a brand is always one drop at a time. Little distinctions can have a significant impact over time.
As we bid farewell to the Tupperware Brand, those of us who witnessed its growth over the years can find comfort in knowing that the name Tupperware, just like the Dodo bird, will live on.
by Miriam Hara | Jul 9, 2024 | Business Success, Communications, Social Media
Like many social platforms, the LinkedIn social platform has evolved. It launched itself as a social platform for professionals and to a large extent it has maintained that unique edge. I would argue that LinkedIn has somewhat devolved into a professional Facebook platform, with the many animal posts, inspirational/motivational posts or even sharing family milestones. But that’s a debate for another time. I’d like to discuss why we, as professionals are on LinkedIn, and what benefits that it provides.
Regardless of how many feel some posts are inappropriate for the platform, I still feel that LinkedIn is foremost a professional platform. That is how I use it as a professional and for my company.
In today’s world of hybrid remote working habits, coupled with company cell phones, the concept of the ‘cold call’ is becoming chillingly extinct. Reaching out to potential clients and trying to connect when there is no prior personal relationship or knowledge of your company is becoming increasingly difficult. Or is it?
Essentially, there are viable options for business development. We can all raise our arms in exasperation, but that leads to nowhere. Or, professionals and businesses alike must embrace the change of today’s business world and quite frankly celebrate the opportunity!
While the conventional cold call may be going the way of the DoDo Bird…. the new way of cold calling is quite liberating. As professionals our world has become way larger. The world is your oyster, and any segment you chose to pursue, a pearl can be found! No longer are we limited to geography, albeit, there are political considerations and possible limitations of transferable skills in regulated industries, but still our “professional” world is bigger. Who we can reach, how often we can become visible to our intended audience/target/potential clients has multiplied.
The Pros:
- No matter the industry, you’ll find a LinkedIn group/community that you can join. More importantly, you can participate in as a professional looking to increase your personal brand, or as your company.
- No matter where you reside, the acceptance of remote working, has provided many professionals with greater prospects that would have otherwise not have been possible, without relocation.
- The shear number of potential prospects that can be accessed via LinkedIn would never have been feasible, even by attending conferences physically and meeting face to face.
- If, finding the perfect lead is like the proverbial needle in a haystack; then, with LinkedIn, you can poke at numerous haystacks…simultaneously.
- The definition of relationship has opened up. You can now begin and have a relationship and connect with people you have never experienced a physical handshake with.
It does take effort to reap the benefits of LinkedIn, on a personal and business level. Here are the top 5:
Optimize Your Profile. Ensure that your profile is concise and utilizes keywords that clearly articulates your role. LinkedIn has its own search engine, so make sure that these keywords appear on your profile.
Keep Your Company Page Current. A company page shouldn’t sit there collecting dust. It must constantly be relevant and what is posted there must showcase company culture, brand values and mission, minimally.
Share Often. Share company updates, articles, and industry news to keep your audience informed and engaged, both on your company page and on your personal page.
Engage Consistently. Foster a community by engaging with followers through comments, shares, and discussions. Respond to inquiries and feedback to build trust and loyalty.
Build Visibility. Publish articles, create a company newsletter, promote products or services and post consistently.
Business development has definitely evolved, but that isn’t a necessarily a bad thing. I hope you found this helpful. I invite you to connect with me on LinkedIn, or connect with me here.
