Nine-Wonder-Brands-That-Made-It-to-the-Oxford-Dictionary

Interesting little post about some products and brands that became generic terms/nouns over the years. Very different from the verb phenomenon, but definitely a forerunner.

Nine-Wonder-Brands-That-Made-It-to-the-Oxford-Dictionary


J

Digital as a Verb – Part I

We have all heard it, but maybe not noticed, “Google it” (check Wikipedia) , “Hit the Space”, “Blog”, “Surf”, “Post”. The web is about action, it is about doing and experiencing. Many web-age brands get this, Yahoo for example got it early and played to it with their “Do you Yahoo” campaign. Of course, it may have done well for the Yahoo brand but we all “Google” and I have never heard anyone say they were going to “Yahoo” something, but it was a good attempt to harness this phenomenon.

So what is it that moves a brand into this space? From being an abstract product or service provider to being a part of what we do, a verb? For Google is seems to me that it is very much about the way they started. In 1998 Google was just a logo and a search box (check WebArchive.org). One word, one page, one function (and a few links that I had forgotten about, Linux...) . For this reason the brand name is forever tied to the activity. They were relatively early into the space also, and had at the time the best search algorithm. It is worth nothing that it appears the search function is still what we think of as “Googling”, not so much the newer services they have rolled out.

Also, many web brands are so wrapped around their services it is hard to separate them. Used to be that we would see an ad on TV, billboard, or magazine and we would go visit a store or make a phone call. These activities are separated by time and by medium. Enter the web and it can all happen within minutes and all in the on line space. So even if your product is not purely web based it can be closer to this model than you might think.

But why are all on line brands not experienced as actions, used as verbs, or social powered waves? This is the mystery to crack. We have identified here a few factors:

1. Be a pioneer or at least early into a space

2. Be sure that the service or product is from the heart of your brand

3. Simple is better than complex

4. Be surprisingly good, better, or different

In installment two I think we will take a look at some other companies that have some of this happening right now, Apple is worth a look. Also, we will talk about this phenomenon outside of the actual verb usage proper; what are the essential elements of this phenomenon and how can brand and product marketers create the catalyst to spawn and harness them?

J

Other Blogs - Seth Godin

Original, insightful, entertaining marketing blog. Take a look.

Seth's Blog


J

Top 6 Agency–Client Killers

Welcome to the first weekly top list. Each Monday we will take a spin through another top list. Hey if it worked for David Letterman, then who knows (do I have to have ten, David?)!

We are talking mostly about 1-1 relationships here, about the lead points of contact for an account or piece of an account, not the macro organizational issues, which might be another list. Note that many time these relationships do work very well! However, it is my nature (and usually more interesting!) to look at where things could be better. So, here we go:

#6 – The Wrong People

You know, “Ted is just not a 'fit' for this account”, or “client X just rubs me wrong.” This is sometimes legitimate, but often it can be a cop-out for true effort. Focusing on the work and results can often resolve these perceived issues.

Solution: Roll up the sleeves.

#5 – One Sided

Just like love, it takes two. If one of the partners is “too busy” or detached then beware.

Solution: Reach out often. Be up-front! Find common ground.

#4 – I'm Bored

This is a classic. Keeping the same people on the same business for too long is bad. People get frustrated, jaded and irritable.

Solution: Rotate.

#3 – Wrong Place & Time

No matter how perfect the personalities and how intense the effort, if the retainer or project is just intrinsically flawed due to structural, business or organizational issues, forget it. At the end of the day relationships will suffer.

Solution: Be realistic about where you can add value for your clients and how much. Also, look for incremental work as an exit strategy.

#2 – My Brain is Bigger

Sorry, but you know its true. Too often a client or account lead will feel the need to prove their value by showing how smart they are. The agencies need to show why they are there and the clients often want to show that deep down they really might not need an agency.

Solution: Collaborate and make each other look good. Give credit where it is due and be self confident.

#1 – Malfunctioning Teams

If one side or both have serious team dysfunction, the points of contact will be in continual struggle.

Solution: Reach out for help from the other side. Collaborate on how to support and improve. Also, see #3.

At the end of the day, it really is about people. But the people should be about the work. Good folks working collaboratively towards goals can overcome many of the above pitfalls. Vision is good. Nevertheless, it is too often the case that it begins to be 60% about the work and 40% about positioning, careers, politics, rates, etc. Eventually that turns into 20% work and 80% “where's the door.”

J