I watched the Economist’s competition for the best business Professor a few weeks back, in large part because one of the 4 finalists was Dr. Darren Dahl, an amazing researcher, Professor, and all-around nice guy who also hired me to teach at the University of British Columbia. Darren did a great job teaching in the 4 Professor teach-off, and while he didn’t “win” he did great – as did all of the finalists.

I watched a small part of the winning celebrations and conversation, and was struck by the comments of the Professor who won, a terribly talented Professor Vijay Sethi, who said as I recall, in short “Teachers don’t get much recognition, therefore, it is hard for me to explain how important this is to me”.

Also just a few weeks ago, the students at the University of British Columbia asked 7 Professors up onto a stage to award the Commerce Undergraduate Society’s Teacher of the Year award.  I was one of the 7 people asked up onto the stage.  I didn’t win the award, but for about 2 minutes I stood on a stage in front of a lot of students and fellow Professors, and reflected upon Professor Sethi’s comment.

And I say this to all the students who nominated me, and all students I’ve taught: “Teachers don’t get much recognition, and therefore, it is hard for me to explain how important this is to me”.

Now since most of my readers are not my former students, you’re likely wondering why I’d “waste space” to write about this. The reason is simple: the insight isn’t just teaching.

Recognize those who have touched you, worked for you, worked with you, been your boss, influenced you. and do it privately, yes, but if the opportunity presents itself, do it publicly too. Culturally, we spend too much time dissin’ and not enough time kissin’.

Thank you Prof Sethi, and thank you to my former students. Every day is a learning adventure, and I’ve been soundly reminded of the power of public recognition.

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downloadNo one paid me to do this, I found Freshbooks on my own.  This is true honest unpaid endorsement.

This small cloud computing company is simply one of the best customer service groups I’ve ever worked with.

And it should be noted – I’m a free customer (at least now!)

I found Freshbooks to do something everyone in business should do: track my hours. I am honored to teach at two wonderful universities Western Washington University in Bellingham, WA, and UBC’s Sauder School of Business here in Vancouver BC.  I needed to learn which courses were taking the most time, and to keep me aware of how much time I was taking to accomplish course prep and grading.

Freshbooks’ time tracking function is excellent – and it works on all of my devices.

Then I got 2 clients. They’re awesome. I need to bill them. So I set up 2 clients in Freshbooks, and with my teaching as my “third client” I had the perfect way to work through my tiny marketing company and my focus on teaching.

Along the way, two years ago, I had an issue. I had someone named Steve Bujouves helped me. He was so cool I kept the messages (this was 2 years ago).  Then today I had an issue too.  And I emailed them.

Remember: I’m just a free client.

Grace Antonio helped me out.  WITHIN AN HOUR OF EMAILING A QUESTION SHE HAD SOLVED A PROBLEM IN A WAY I NEVER EXPECTED AND AM SO GRATEFUL FOR.

Yes I’m shouting.  She broke a role. She broke a rule because she decided that in this instance, it would be ok to do it, and to help me out just a little bit.

I teach in all of my classes that the two most important words of marketing are Everything Communicates.  Freshbooks – you’ve communicated to me that if my business ever grows bigger than it is now, I’m paying the monthly money to use you first of anything I might consider because YOU ROCK.

To all my students, entrepreneurs, agency owners or workers, and small businesses who read this blog, I’m telling you:  use Freshbooks.

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Livestrong is missing their most important branding moment.

Their name.

Live.

Strong.

For someone facing cancer, the notion of “living strong” has a wealth of connotation.  It means staying strong through treatments that while they may cure, also dehumanize. It means believing that each day is not your last. It means that each day is a gift, “lived strong”, and a shared commitment to finding a cure.

Its not adding Foundation to the name, or the “two bars representing out progress”.

Its about those two words, put together, in an urgent, compelling, compassionate, and inspiring message.

If I was there brand manager, those two words would be my only message.  Move on. Move to greatness.

Live. Strong.

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The Costco AmEx co-branded card is popular for good reason: it provides excellent cash back rewards at no annual fee for Costco members.

As a study in marketing communications their recent significant changes to their program, announced in a virtually stealth manner in the back of their February statement, make for interesting learning.  Let’s have a look:

Media Placement:  They placed the new news right before the rebate check, virtually insuring that customers will race to the back page to confirm their check amount and miss the critical elements in the pages immediately preceding it.

Program Changes: Were significant, yet stated in such a style as to under emphasize the import of the change.  Examples:

  • The 3% rebate has had a massive location restriction added.  Wording revised to: The purchases must be at Costco or at a gas station located in the United States. Sounds benign. Isn’t.
    • Previously it was on global purchases
    • Previously purchases made at competing “superstores with gas included” were provided the rebate opportunity. This is no longer the case. No Wal-Mark, Kroger, Fred Meyer, or Meijer’s gas for you at 3% rebate!
  • The 2% restaurant rebate is worded “the restaurant must be located in the United States”.
    • It used to be global.
  • Other travel & car rentals: must now be from an approved list of vendors, not just any supplier of travel or car rentals.  The car rental language is particularly delicious “on our list of select major car rental companies”.  Select sounds like “best” but actually means “restricted”.

As a study in marketing communications, its very well done if the objective was stealth.  Major program changes were communicated in friendly non-threatening language which seems to be “you buddy Costco is looking out for you!”

If the objective was to reinforce the brand image of a trustworthy, upfront “we send you a monthly magazine telling you all about us friendly folks from the Pacific Northwest just looking out for you and saving you money” they utterly failed. This communication was an insult to the customers, lacking both transparency and rationale.

In my eyes, a trusted brand was damaged.  As a personal advocate of this brand, I’m disappointed, and I have other options for both my credit card business and shopping business which will be utilized as an expression of that disappointment. Only time will tell if this is just one marketing voice in the wilderness or a shared disappointment amongst the Costco fans.

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The human side of well-targeted marketing campaigns

January 26, 2013

Tweet I heard this story recently from a source that makes me think the situation is true. The truthfulness of the situation is not relevant to the marketing learning.  Here we go: Woman goes to Target. Buys pregnancy test, uses Target card. Woman goes home, stressed about possible pregnancy. Test is positive, more stress. Decides [...]

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Example: bad interview

January 16, 2013

Tweet I’m a fan of Julia Stewart’s. She has made some fascinating choices as the CEO of DineEquity, and most have been great moves.  She’s a woman running a major restaurant company – a big deal when she first did it, and still a big deal now. That’s why I read this morning’s Fast Company [...]

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Hats off to the Vancouver Sun!

December 31, 2012

Tweet The December 29 issue was a delight!  The front page focused on a 17 year old photographer who is gaining a global reputation as a wildlife photographer. Page 2 included a story about how to have family events on New Year’s Eve, followed by a story about reevaluating “NIMBY” (Not In My Back Yard) [...]

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This is BRILLIANT – help others

October 27, 2012

Tweet For US folks, this is a truly brilliant way to get new ideas into the chartiable sector. for Canadian readers, this is a group of people wanting to help Canada. And in such a smart way. For Canadian readers who are students THE PRIZE IS $50,000 IF YOU FIGURE IT OUT. This is enobling [...]

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Updated IMC (really marketing) resources

September 9, 2012

Tweet I found some new links I thought were worthy of adding. Here you go:

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updated reading list

September 2, 2012

Tweet I just posted a new and improved reading list. Enjoy!  

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Hey Whipple – book reading guide

August 22, 2012

Tweet I did this for a class, and it occurred to me maybe another regular reader may want to check it out http://cisjustaletter.com/imc-links-resources/hey-whipple-squeeze-this-fourth-edition-reading-guide/ While designed for people taking Integrated Marketing Communications, its a hand read through of what is in the 4th edition of this important marketing bible. So if you’ve never read it, its [...]

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What a fine communication & branding moment this is!

August 18, 2012

Tweet You know I love the two words “everything communicates” – well, this is just really fine work. Yes – I’m complementing a license plate choice. I think its brilliant on-strategy communication!

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Steve Nash – social marketing genius

July 16, 2012

Tweet Steve Nash hits a home run with how he is handling what must be a challenging professional relocation. For the non-NBA fans, Nash is a talented guard in the NBA who has played for some time with the Phoenix Suns. He was recently traded to the LA Lakers. Those are the facts. As we [...]

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Maybe the answer to increasing your marketing ISN’T social…

June 5, 2012

Tweet I went to a party on Sunday. Somehow, as parties do, the subject turned to “you wouldn’t believe it but…” stories. The leadoff story was a killer. Woman at the party orders DQ Cake for sibling’s birthday. She drives to the store to pick it up on Saturday night. It is 6:01pm. She walks [...]

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Bad marketing magic brought to you by Mayor Bloomberg

June 4, 2012

Tweet Banning beverages. Who couldn’t feel good about the New York City Mayor’s proposal? We’ll get those sugary high calorie disasters off the streets! Or will it? I’m on the McDonald’s USA site right now, racing through calorie options. 32 oz Coke is 310 calories. That would go away under the ban. The large (large [...]

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When small really is small

April 21, 2012

Tweet I often emphasize to my classes that if you mean something in your positioning statement you should make it come to life in  your creative. IKEA does this in spades with this new spot.  Have a look! What do you think?  

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