Tuesday, August 11, 2015
I am enjoying my CEO position at Danby. I like being in operator mode.
The business is large enough that 1% here or there adds up quickly. And the brand is well known - especially in Canada. Danby has some serious market share in bar fridges, window air conditioners, freezers and microwaves.
I recently read New Brand Leadership - Managing the Intersection of Globalization, Localization and Personalization by Larry Light and Joan Kiddon.
Not a lot of new concepts, however it certainly pushed me to look and think of things differently - particularly from a brand leadership vs. brand management perspective.
· The authors introduce the difficulties encountered when marketing in a globalized world.
o The challenges in being global, local and personal (I would add emotional) all at the same time
o Consumers appreciate the strength and perceived reliability of global brands, however at the same time yearn for authentic, locally occurring, personal experiences.
· · An overall decline in trust
o Old marketing tactics have lead consumers to be skeptical, therefore marketers need to become more savvy to earn their trust
· Changed Perception of Value
o Value no longer equates to ‘low price’. Value is in the eye of the customer and is learned from interaction.
o Leads to a new customer-perceived brand value equation: Trustworthy Brand Value
· Three-Box Model – requires global and regional teams to collaborate
o Box 1: Create the brand vision
o Box 2: Define the global brand plan to win
o Box 3: Bring the brand to life
Good stimulating book.
I continue to enjoy doing some SEO work with DDE media.
One client specializes in getting clients government funding for business by writing grant applications. This is a highly competitive search phrase so difficult to get page 1 for.
I find it fascinating how Google decides who gets first page. I think it is the intellectual challenge of it that is the fun.
I had 2 of my grandchildren over for dinner a few days ago.
Of course I was showing them my garden. We still have a few red currents and I told my grandson he could eat them off the bush to which he said "Are they poisonous?"
This of course put me in a dilemma. Do I say:
1 - "yes - I invited you here tonight to poison you".
2 - "I don't know. I thought if I got you to eat them, I would find out"
He ate them...