Let’s begin with a basic question – why do we want to be big? Here are a few plausible responses to that:

1) I want to make a lot of money.
2) I want to employ many people.
3) I want to serve as many people as possible with my product.

Number one is the most popular because this society is hinged on the premise that the more you have the better you are (and the happier you’ll be). Your stockbroker-turned-baker friend will tell you – money doesn’t make you better or happier. More importantly in business, it certainly doesn’t make for happier customers. When money starts to matter more to a company than the quality and caliber of its product or service, its customers are exponentially more susceptible to competitors. Good products breed loyalty and loyalty means repeat business.

Let’s take answer number two. I want to be big so I can employ a lot of people. Why? If its a matter of power you have other problems. But if its a matter of responsibility or wanting to help people, then remember that happy employees are better societal contributions than people with jobs. A company being big and hiring many people means nothing if the employees are unhappy. Large companies are the poster child for this atypical largely depressed American workforce. It’s not that all large companies are bad companies, it’s simply that large companies are generally less able to scale an environment where everyone is doing what they love and feels valued and rewarded for it. Don’t focus on hiring more people, focus on growing a passionate team. That will take a lot more time than Groupon and Wal-mart may lead you to believe.

And finally, the most noble – to serve as many people as possible with your product. Why is that important? For a non-profit that’s easy – to help as many people as possible! (Mental note: There should be a lot more very large non-profits.) But if you’re a business what is the value of serving as many people as possible? A good answer is that you believe that your product makes people’s lives better in which case you really want as many customers as possible. (Apple and Steve Jobs are a reliable example.) But if that isn’t your response, which in most cases it isn’t, then consider that the more people you try to make happy the less people you will. Democratizing your product for the sake of quantity, makes you less able to serve your real customers. Take Jean Paul Gaultier. His fashion is weird and controversial, but its this exactly that his loyal customers love and what’s gained him global brand notoriety. Conversely, trying to please everyone is the reason (I believe) most American cuisine stinks. Pleasing the palettes of immigrants from dozens of countries across the world is no easy to task. Lesson? Create a brand based on who you really are as a company; customers that share your values will buy.

A good product, a good team and finally a strong brand are what make a good business – not size. Happy customers and profitability (not revenue!) are the result. I am not saying that growth is bad, growth is good (I wrote a lot about it last year.) But what is bad is growth for growth’s sake. Its the root problem behind America’s financial collapse and the fact that this country rates 150 out of 178 on the World Happiness Index (two slots above Rwanda). Focus on being the best possible business, not the largest, and chances are growth will come naturally.

There are arguably many advantages to steep discounting.  It can bring in new customers and allow businesses to get rid of excess inventory.  For business-to-business companies, offering a “deal” on a new contract might be what gets your foot in the door.

We can’t argue that new business is great, but wouldn’t you rather have new customers who value your offerings rather than a flock of them who want cheap goods? A good client knows a good product. She also knows that quality services and products will cost a bit more.  Constantly running promotions is a sure way to dilute your offering’s [and subsequently your brand's] worth.

Promotions aren’t all bad. Consider using them more wisely.  Perhaps offer discounts to reward valued customers.  If you want to run a promotion to attract new customers, consider a giveaway versus a price cut.  Alternatively if you’re willing to lose money to gain clients why not instead invest dollars into smart marketing that will bring new customers without the cost of devaluing your brand.

I HEART Strategy is a bi-weekly blog post where I talk about strategy, good and bad, in the media, business, community and life.

While I don’t have television service, I still love watching shows. Thanks to services like Hulu, iTunes and Netflix I still do.  During a venture on Comedy Central’s Full Episodes video section, I encountered a very smart Sears commercial.

What it was?

A video ad touting Sears having 10 of the top 10 appliance brands under one roof.  Message – Thinking about going somewhere else?  Think again.

Why its good strategy?

Sears realized that people like having all of their options in one place. This is why data integrators like Google and retailers like Wal-mart have thrived.  Sears’ promises the same ease and access.

A psychologically astute tagline. Sure all calls to action are an imperative, but this one speaks to the consumer right before they are about to make a big purchase – susceptible to self-doubt and often reconsidering their options.

Appliances are big for Sears’ business. This campaign is  an investment in maintaining Sears’ position as a market leader to new and upcoming audiences (i.e. affluent 30 somethings starting families) who are more propense to shop online.

What we can learn?

• Learn about what your customers do and how they behave.
• Consider your customers’ mindset while decision making to develop emotive messaging.
• Use marketing as a tool to keep your core line of business sustainable.

Who this strategy is good for?

• Established businesses looking to stay relevant

While over the last 8 years Sears stock price looks like the American Eagle at Great America, the strategy revealed in this campaign is a great direction for a company that needs to stay relevant in a very dynamic marketplace.

Prior to 2010 if I said ‘Hide your kids, hide your wife” most people would probably go into a panic and assume danger was lurking.  Now this phrase brings a smile to faces as they recall the viral “Bed Intruder” video.  Antoine Dodson became an internet sensation when believe it or not, his sister was attacked in her home and the local news came to interview the family.  Antoine was very upset and quite animated.  The folks over at  schmoyoho took his interview added a catchy beat and vocal effects which catapulted Dodson into the hottest thing on the internet.  Since the video has gone viral Antoine has appeared on countless talk shows.  The parody is actually sold on iTunes and with the profit Antoine and his family have plans to buy a home.

Most recently another unintentional celebrity has merged from the web.  Ted  William better known as “The man with the golden voice” is someone who had fallen on his luck.  Ted was once on air radio personality who gave into his addictions to drugs & alcohol.  Eventually his vices (which apparently he is still battling with) cost him his career and he has been homeless for quite some time.  A local newspaper filmed him for their YouTube channel and the video was such a hit that in the matter of 4 days Ted William got a haircut, a home, reunited with his mother, a slue of TV show appearances, and what he wanted the most a job.

Your business could become a hit on the net as well.  A flip camera, creative idea, and good marketing plan can result in an excellent web video. Although it is important to think outside the box don’t forget to stay relevant to your products and/or service.  Trying out new marketing techniques could have a great payoff.  Even if your video doesn’t quite reach viral status, your organization will be sure to have star power in the eyes of potential clients.

The logo
A company’s brand should be a strategic and aesthetic extension of the logo, not the other way around. Gap’s refreshed logo looked an awful like the branding that was launched for their premium jeans line. Which to be honest looks a little bit too much like the American Apparel branding. This was done by their advertising agency, Laird + Partners, who does big name fashion ad campaigns. Should you allow your ad agency to do your identity work? Should you replace your iconic logo with a typeface from your recent ad campaign? Probably not. Advertising lasts for a few seasons and then it is onto the next concept, the same does not apply to a company’s logo. A logo’s purpose is to anchor a brand so that it is can be given the latitude to try different concepts from season to season. It should never be updated to match the current advertising.

The launch
Who launches a logo by simply replacing it on their website? Where was the Gap’s PR department? More importantly, where was the launch plan? In hindsight, their lack of launch speaks volumes of their energy and excitement for their new logo. With even minimal press, it could have helped the Gap tremendously to explain the new brand, instead the complete silence opened it up to speculation which had a snowball effect as people blogged and tweeted, and the comments piled up on their Facebook page.

The response
The Gap’s response to the outcry was unexpected to say the very least. Instead of standing solidly behind their new logo (for even a day), they basically shrugged their shoulders, rolled over and invited the masses to crowdsource their logo. They managed to offend the entire design community while also becoming the butt of their own joke, as the response was met with joyful mockery and satirical “logos.”  All logos are subjective, everyone is entitled to their opinion, but at the end of the day, it’s the Gap’s responsibility to take ownership of their work and say we did this, we own it and it’s here to stay–not acquiesce a the first hint of disapproval.

Lessons learned
So after all is said and done, the lessons learned are that you should choose a company that specializes in branding not in fashion advertising. Advertising and branding are two very different beasts with very different thoughts and strategies behind them. They should be handled accordingly, not conveniently. The re-brand should be strategically planned and well executed, it should not be an exercise in trendy typography. When it comes to launching a new brand, announce it, let people know and manage their expectations. Don’t quietly slip it into your website hoping to go unnoticed. Post launch (and announcement) stand by your decision and your brand, don’t be bullied by blogs and Facebook comments. The time and energy that it took to come to the point of launch should be well spent and well thought out, not a flash in the pan that was voted out as a failure.

The silver lining in all of this, is that the Gap has restored it’s old logo to the place where it belongs. Long live the blue box.

Pitching creative is always daunting and it never seems to come easy, but like most things, the more you do it, the better you get. Here are 5 tips for pitching creative to clients:

1. Put yourself in their shoes: Look at your idea from your client’s perspective. Is your idea unique and going to set them apart from their competitors? Sell your idea based on how it will differentiate them from everyone else and present the big picture changes that your work will do for them. Add value by comparing what they are doing now (this could vary from a website redesign to an entire branding system), and expound as to how much better they could be once the work is completed. What to do: Present “before” and “after” samples of work; it works wonders.

2. Tailor your idea: A great solution fits specifically to your clients’ needs, goals and strategy. Aligning your pitch with these specific talking points is always a win-win. What to do: Read through the statement of work or RFP, choose words that are used and integrate them into your presentation vernacular.

3. Practice: Try out your pitch on your boss, co-worker, friend, or significant other. Their unique perspectives can help you tweak your ideas and presentation. It may also help to get the nervous jitters out to try it out beforehand. Some people are natural presenters, others are not. As my old music teacher used to say “Practice makes permanent.” What to do: Practice. Dress professionally. Smile.

4. Use others’ success: Comparing your idea/concept with another successful product or campaign can make your idea seem more tangible and equitable. The key here is to not steal, but make to make a point of comparison. I read recently that Steve Jobs likened the iPhone 4 to a Leica Camera: “You gotta see this in person. This is beyond the doubt, the most precise thing, and one of the most beautiful we’ve ever made. Glass on the front and back, and steel around the sides. It’s like a beautiful old Leica camera.”  What to do: Analogy is a great way to communicate an idea, use it wisely.

5. Fight for your Ideas: The biggest lesson that I have learned is to not give up on a great idea. This can be a delicate situation, but if you truly believe that your idea is great and will help your client, lobby for it. What to do: There are different approaches to this, a subtle “This concept is everyone’s favorite” can help point them in the right direction. Clients are human and will usually respond favorably to positive opinions by others.

Being that I’m a PC user and that I have a Droid phone any devoted Apple fan reading this is probably saying “She just doesn’t get it.” Perhaps it is the age old PC versus Mac battle that prohibits me from running to Apple’s website every time they drop a new product. Despite my tech preferences, working at a company that focuses on strategy & communications means I definitely have noticed that Apple does a fantastic job at creating buzz for their brand. I think a huge part of the company’s success is their clean design and sleek communications. Everything from their website, to their television ads, down to their packaging is always consistent and simple. Like I stated before the Iphone4 is just a cell phone but Apple makes us feel like it is a part of life as we know it. It doesn’t just have longer battery life; it has longer battery life so we can talk to our grandmothers longer. The phone doesn’t just shoot HD movies; it vividly captures your child’s first steps.

You don’t have to be selling an expensive high tech gadget to get people talking about your brand. Take into consideration banks.  They all do the same thing and give or take, offer the same services.  With campaigns geared towards the convenience of having the most ATMs available across the U.S. or telling us how savings accounts are how dreams start, banks are also selling us lifestyle versus financial services.

Whether it’s a new product or service you are launching just remember using strategic marketing geared towards your targets lifestyle and pairing it with beautiful design will always get you good buzz.

As a business person reading this I’m sure you are thinking ‘That’s great in theory but I don’t have the time or money to sit online and chat with everyone in my network.”  Interacting on social networking sites does not always mean mindless chit chatter. Take a page from companies like Dell and Comcast who both use Twitter for customer service.  Twitters search options makes it easy for any company to type in their name or product names and see what people in the twittersphere are saying about them.  If you happen to run across a customer who is complaining about your products or services you can @ reply them instantly and take care of the situation.  Most likely other people in the customers’ network will see this interaction and appreciate your company taking the time to resolve the matter.

Good customer service is an essential component of any successful business.  Using social media as a way to provide customer service will not only help you keep existing costumers happy it will also prove to potential customers that you are a company that cares about its clients.

Hire Professionals! – Probably the number one step people feel they can bypass is hiring professionals to help them launch their brand. Most people avoid this step because they want to keep cost low. At first consultant fees may seem like a pretty penny but in actuality the money you will spend hiring experts is nothing compared to the money you could potentially lose by blindly going into a new venture. I recommend you seek out someone who can help you with the strategy of your launch as well as someone who can help with the look of your brand. In fact save yourself the hassle and hire a company that can do both!

Know your competition- Almost every wonderful idea you can think of belonged to someone else 5 minutes ago.  Competition is everywhere and it’s important to know whether you stand a chance in your market or not.  Research is critical in order to create a smart plan that stands out.

Strategic planning is your friend – Take your time to develop a thorough strategic plan. Most launches fail because the people behind them never bothered to create a plan. It’s easy to get caught up in the excitement of a great idea which can sometimes lead to off-the-cuff decisions. Just remember all buried treasures require a map to get to them.

Baby steps- If your idea or product is as good as you think it is what’s the rush? There is no need to make a full investment right out the gate. A soft launch or test run to see how your new brand fares in low stakes situation will save you and your wallet from any unexpected curve balls.

Time to assess – Once you have taken all the above mentioned steps take a step back and assess what you have learned. If people are raving about your soft launch it’s a good time to start making a significant investment into your brand. Did your test run fizzle? Perhaps it’s time to tweak a few things and go for a round two.

Launching a brand can seem a little overwhelming but a good idea paired with a good plan is always a success.

Let’s lay the facts out, before I give you my two cents. We were hired to develop a brand identity after having a very fruitful and successful set of strategic planning engagements with our customer. We developed one round of concepts, the customer embraced one of the concepts. We refined it and they were happy. They then showed it to their board. The board thought it was not creative enough and suggested that our customer outsource. At this point, we told our customer that its ok, having multiple rounds of design is not uncommon. We will take their board’s thoughts into consideration and start again. We offered them a discount on the rework in order to stay within their original expectations of budget. Their response? Our board wants to outsource – thats it. We want more ideas on the identity, however they wanted to continue working with us on creating a brand system and collateral.

I am a fond believer in the democratization of talent and information that the internet creates. Throughout the years I’ve even engaged developers in Pakistan and India to support application development projects. I believe that outsourcing just seems like “out” sourcing now, but in reality it is just the first steps in a more important and meaningful global collaboration without borders and nationalistic illusions. (We need to stop thinking of ourselves as Indians, Americans, Serbians, etc and instead as citizens of the earth.)

A brand, however, is an incredibly delicate and powerful thing. It is the essence, the heart, the soul of an organization embodied in the absence of words. (No wonder we take ourselves so seriously here at Blue Daring). Its the one thing that people take away that allows them to recognize your work and your business again and again. That said, you don’t “crowdsource” or better yet, throw to the wind, your identity. Your identity is a careful process of creative and strategic collaboration, concepting, reworking and finally adoption. To allow something so intimate and important to be the subject of a desperate bidding war by out-of-work designers and would-be artists is a failure of vision and lack of responsibility.

Are these the rantings of a slighted vendor? Absolutely not. Not only were we paid for our work to date, but we walked away with a relationship intact. I respected my customer’s wish and they respected ours – they even committed to continue to speak highly of our work and talent. And let’s note… we are ALWAYS open to collaboration and being creative about work in order to get things done. We know that our value as a company is beyond simply design. Brand outsourcing, however, will never, ever, be the right thing to do. It’s the equivalent of having strangers dress you, speak for you and represent you in the course of your day. Needless to say when you are an organization representing tens of thousands of people – that is simply reckless.

Bottom line, I am happy that we did not answer to the dollar. It is never popular and sometimes costly to stand up in what you believe in. However, people who hire Blue Daring, hire us for truth, guidance and good advice. We better damn well have conviction.