"The loss of 467,000 jobs in June..." writes Don Lee of the Los Angeles Times, "...made it clear that the worst economic crisis since the Great Depression was far from over."



"This is the only recession since the Great Depression to wipe out all the jobs growth from the previous business cycle," institute economist Heidi Shierholz said.

"If you do a job where someone tells you exactly what to do, they will find someone cheaper than you to do it." Seth Godin

Friday, April 16, 2010

Have you been on television yet?


In speaking with a gentleman the other day, he told me that he has been with a marketing company for two or three months and felt as though his bases were covered in navigating his search for a new job. One question changed his perception. I asked if they (the marketing company he had engaged) had gotten him on television yet. I was met with silence followed by, "No".

I went on to tell him what his 'marketing' company was doing for him: After spending some considerable time consulting with him, they rewrote his resume into narrative form and spammed it out to as many email accounts as they could.

If one wants to ensure a successful result rather than follow the herd and hope for better, would spamming out the best resume that was ever written trump a personal appearance on television and related media? Would receiving spam from you provide better positioning for you in the business sector than a focused presentation of your perspective and wisdom in a national forum? Which approach gives you marquee value? In my view, one approach makes it look like you need a job. The other makes you look like a voice of authority at the national level.

I'm interested in engaging with management level executives who want to ensure the expansion of their horizons.
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Thursday, April 1, 2010

Amplification of a market resonance


When growing a market for a brand--whether it is a person or a product--one needs to look for the resonance point in the marketplace. In other words, what is it about the person or the product that stirs the reaction in those who are, or would be, drawn to the brand? Understanding what the market is reacting to will determine what aspect of the personality or product needs amplification in the media communication in order to grow and extend the reach of the brand. Voyage is a good example of this. At first the film content may seem counter-intuitive in the way it presents the designer with only a brief look at the products, however, it hit the market's resonance point squarely on target.



"The Voyage video is lovely! It does build a connection to the designer and at the same time it's subtle. It gives a taste of who she is and the journey of her inspiration without giving away too much. It keeps the mystery of the creative process intact. (You know how some videos are too direct when they show: "And this pattern made exactly this piece of jewellery." I think that sometimes devalues the mystery of creativity.) I think that inspiration is multifaceted, a recipe with a whole range of ingredients. I can imagine that one of the designs could have been inspired by a range of memories, smells, parts of a story/book etc. So in this way your Voyage video is a nice balance. It gives enough to build a human connection to the jewellery range, but not too much." Katrin Hannusch, Senior Art Director, Doremus, Hong Kong
"The unique emotional and visual elements in "Voyage" are captivating and stimulating."
Judit & Corina, Wine & Dine TV
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