3-3-1 Brand Strategy

By Aaron Templer

Branding, Three Over Four Approach

Let’s get to the simple side of complexity. Try this on for size, fellow branding geeks. Branding happens in three stages: What you think you’re gonna get What you actually get What you’re gonna do about it Building a brand is about asking and answering three questions: What do I/we do well? How I/do we do it differently? Why does it matter? And managing a brand is about one thing: Inspiring a shared vision. Will that work? cute little milk / CC BY 2.0

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Director of Social Capital and other cool stuff

By Aaron Templer

Three Over Four Approach

I nursed a cold in front of the TV Friday night. Given the election season in Colorado, this was an exercise for the mute button. I wonder how it would feel knowing you’ve achieved something in your life by primarily bringing down the competition instead of proving your own worth? Would you consider that an achievement? This, even more than the general nastiness of the ads, was depressing. Due to the onslaught of negativity, I’m feeling a strange urge to contribute something positive to the morass. My part to counter the vibe as it were. After all, there so many more people dedicated to (as a client of mine put it) staying focused on the we’ve never been here before […]

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Your client the leader

By Aaron Templer

Three Over Four Approach

Not that anyone who knows me or reads this blog (both of you) needs another rant about people who rant about the stupid and irritating client. I’ve done that before. But I was recently face-to-face with a few consultants and business owners who’ve motivated to write a bit more about this. I not sure why this is still in my craw, but here it is. If your client isn’t doing something that is painfully obvious to you, it’s a sign that your client has a leadership maturity to be admired. That you know about their stupid actions or doltish inactions at all – that is, that they called you in the first place – is a signal that they realize […]

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Once more, the personal brand thing

By Aaron Templer

Branding, Three Over Four Approach

I’m guest blog posting again. This time with The Redhead, Erika Napoletano. One of my favorite people on the social web because she’s herself to the end. Without apologies. Love her style or hate it, you know what’cher gettin. She builds trust, proving that authenticity rules in today’s world. What better place, I figured, to write a bit more about personal branding. Because what Erika does can be called Personal Branding, but it might be something more. You can check out my post here. And by all means: add Readhead Writing to your RSS feed. Rants writing and musings that will make your day better. And maybe make you re-think about what authenticity really means. I know she did for […]

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A small wins strategy: The social web as liner notes

By Aaron Templer

Social web, Three Over Four Approach

I’ll say it: Effective participation in the social web is hard. Damn hard. It requires strategic acumen more akin to leadership (valuing social capital and investing in the necessary competencies to build and leverage it) and execution skills more akin to in-person networking (add value to those you want to reach and do it all the time) than any kind of marketing and communications discipline. It isn’t free. It isn’t fast. And the worst time to build your social web presence is at the beginning of a campaign, a crisis, or any other time when you want to broadcast and promote. It’s exactly the same as this truism: The worst time to build a real-life network is when you want […]

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More personal branding deniers

By Aaron Templer

Branding, Three Over Four Approach

Only a few days after my post on branding re-framed as leadership (which had a short stab at personal branding) my lodestar on this topic Doc Searls linked to a few more posts that he (and now I) found apropos. I wanted to point people to this one in particular because (a) I love it, and (b) I agree. Big kudos to you, Maureen Johnson. (And you should have whispered it, btw.) We are not brands. We are, indeed, weird. And layered. And multitudinous. I’m actually working through a brand platform for a client that pivots around an eclectic, multi-layered experience. I turn to New Belgium Brewery as a model for this – a great brand that captures their layered […]

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As branding dies leaders rise

By Aaron Templer

Branding, Three Over Four Approach

Branding (not product branding, but that enterprise-level notion of name and reputation we’re still wrestling with) is dying because we’ve run it into the ground. If you asked anyone or anything to wear as many hats, mean as many things, or be a placeholder for so many musings as contradictory (think tactics promoted as strategy), impertinent (think one-size-fits-all-contexts theories), and importance-inflated (the genocide in Rwanda is an element of a brand? Really?) as we ask of branding, it’d die too. From sheer exhaustion. It’s not the years (to paraphrase Indiana Jones). It’s the mileage. Branding started as a notion of something you could control. If you had the resources to overcome the complexity of making fires and casting iron, you […]

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