By Robert Lawrence, President/CEO

There they sit entrenched in their foxholes; weapons locked, loaded, and pointed at their enemy – ready to fire should the other pull the trigger first. They can both see the sun setting on the virtual horizon and they’re both contemplating all the possibilities. Who will make the first move? Who might, out of fear, be the one to shoot into the darkness; perhaps with no provocation or cause, other than he was frightened and forced to make his move before it was truly necessary?

This battle isn’t over fighting terror, acquiring land, petroleum interests, or even religion. Believe it or not, many programmers and brand managers fight this battle over who will begin playing Christmas music first!

As a brand strategist, the most disturbing part of this is that rarely if ever, do the combatants fight as fervently for their true identity and brand, as they do over Christmas stunting. Let’s face it – call it what you want – but Christmas music is stunting and many defend or protect that position more than they do the position they hold for the other 320 days of the year!

If you truly, want to own the position, rather than worrying who will start first, then do something to take ownership.  On July 4th at Midnight, start playing non-stop Christmas music for the entire day, touting, “It’s Christmas in July!” While you’re at it, bring out Santa in a big red bathing suit and blow six inches of snow all over someone’s yard!  Who cares if it melts from the heat in a couple of hours! And you do this EVERY YEAR!. No one will ever be able to take the Christmas position away from you…no matter how much earlier they begin playing it.

Is it a bold move? Sure it is! But playing Christmas music 24/7 this early is a bold move anyway!  If it’s important to you – then shake the proverbial tree enough to make some fruit fall… and please, protect your regular brand in just the same manner.  Pick the battles that mean something toward the long term success of your brand but remember, you won’t stand for anything, if you put your name on EVERYTHING!

For more information call PMW at 1-760-731-1141 -  Experienced Researchers – Successful Programmers – Superior Brand Development

By Robert Lawrence, President/CEO

The playing field in our industry has certainly changed over the past several years, and it’s not just because of PPM but because today’s savvy consumer doesn’t buy into the old school method of “Name It, Claim It, Own It, Pound It”.  It’s no longer just about finding a hole, identifying a strategy, creating the best product, and then forcing and persuading consumers to use it. Today, it’s about creating the best “different” products with strong brands.

The Law of Profits says, “You can sell anything if it’s cheap enough, but to make money you need a brand!”  So, what is a brand? The nebulous word is thrown around so much that it’s almost become a tired, old punchline.

Here’s the best definition of a brand… “A promise based on a relationship, wrapped in an experience!” When you think coffee you think Starbucks, but the truth is many coffee drinkers don’t think Starbucks makes the best coffee!  Why? How did Starbucks manage that one?  Because the mantra at Starbucks goes well beyond coffee. Howard Behar, a former Starbucks executive writes in his book, “It’s Not About the Coffee”, that “Starbucks doesn’t serve coffee to people… Starbucks serves people coffee!” When the person behind the counter writes my name on the cup, the end purpose is to serve me coffee.  It is a much different experience to say my name and serve “Bob” the coffee than to yell out, “non-fat white mocca” and hand it to me.  If they do the latter, then they serve coffee, while the former serves me the coffee. It’s a small nuance but it creates a big difference in the experience.

Think about Kodak for a moment. They don’t sell cameras…they sell memories! It’s a much bigger connection in the mind of the consumer that creates “emotional relevance”. If your an Apple person who uses a Mac or an iPhone then you know that the experience of both those products has created a strong brand experience in your mind. The stronger the connection and relevance, the more chance of creating an iconic brand for your consumers.

Ask yourself everyday, “what’s the relationship I have with my consumer, what promises am I making based on that relationship, and what “addictive” experience will the consumer feel?  The bottom line is this: If you’re simply playing the best music that fits a specific strategy, and you’re trying to force people to listen…I can promise that will not be enough.

Remember, the brand that makes a product special and different, and creates an emotional, relevant connection…wins!

For questions or comments, or to find ways that PMW can help you build and manage a stronger brand, please call us at 1,760.731.1141 or email info@p-m-w.com and please leave your comments below!

By Robert Lawrence, President/CEO  http://www.p-m-w.com

What do we do when someone like Kanye West creates such a stir like he did Sunday at the MTV Video Music Awards?  Do we rush to judgment and ridicule the outburst and disrespectful display, or do we reach down into the souls of our own humanity and search for a deeper meaning and cause?

Is it really about what West did?  Yes, he humiliated a young woman of obvious character and strength. Yes, it was reprehensible. Indeed, it was disgraceful but it doesn’t seem to all be about what he did as much as why?  Was anyone else shocked recently, to see Miley Cyrus “pole dancing” on stage, as well? I know she is trying to shed the Hannah Montana image but pole dancing? That’s my 11 year old daughter’s hero.  What about the Serena Williams outburst at a line judge this weekend? Has being rude and disrespectful to others, in order to get your way or make some sort of statement, become acceptable and normal?

Are we all not responsible in some way, for what took place on stage? Young people seem to talk to parents and adults in general, with such disdain and disrespect. Ever stand in a crowd, or walk past a group of teens or young adults only to be splattered with an array of foul language; oblivious to the adults and young children around them?

Who’s issue is this really?  My fear is that Kanye West represents where the values of our youth have gone!  We as parents bring home the R rated movies, let them buy video games with T or M ratings, let them talk to people they don’t know on the Internet, and have nothing to say when they sit in front of the TV watching endless episodes of South Park and Family Guy.

Please don’t misunderstand me, Kanye West’s behavior was despicable and Taylor Swift and Beyonce both responded with incredible dignity. My only concern is that many have rushed to judge West; calling him racist and myriad of other names.

The Bible says, “Judge not lest you be judged” and “Let he who is without sin cast the first stone.”  Society certainly has some issues that need to be addressed; exhibited by not only Kanye West but by the values of young people in general. Let’s work on removing the stone from our own eye before worrying so much about the pebble in another’s.  I’m just saying!

Robert Lawrence