30 Comments to “Mini-Session 9: Branding and Blogging”

1. March 12th, 2007 at 4:03 pm
   Mike Wagner said

   One key to owning your brand is courage. It is easier to copy and shrink from being different. Branding is for the brave!

2. March 12th, 2007 at 4:07 pm
   ME Strauss said

   Hi Mike!
   Sometimes being different is more than difficult . . . sometimes it’s wrong. How do you know when you’ve done that?

3. March 12th, 2007 at 4:10 pm
   Mike Wagner said

   Being different for difference sake is just being strange, weird, odd or self-centered.

   A brand’s difference is balanced by its relevance.

   You’ve crossed the line when your audience, readers or clients can’t find the value in what you are saying or offeirng.

4. March 12th, 2007 at 4:16 pm
   Mike Wagner said

   I would add that I understand the temptation to be sensational just to break through the noise in our over-communicated marketplace. But “usefulness” is still the test of a brand’s authentic message.

5. March 12th, 2007 at 4:16 pm
   ME Strauss said

   So here’s a good one. What would call the brand of Successful-Blog?

6. March 12th, 2007 at 4:17 pm
   Chris Cree said

   Mike, if our brand is from our unique point of view, is it something that we should make a point to consciously put together, or is it better to let it flow out of our personality?

7. March 12th, 2007 at 4:19 pm
   Mike Wagner said

   Liz, I think your blog displays a very intentional desire to build relationships utilizing your ability to generate creative means of doing that.

   Today’s event is a great example of this brand difference and relevance in a beautiful balance of the two.

8. March 12th, 2007 at 4:22 pm
   Steli said

   Hi Mike,
   can you explain the term “pro-am” to me? I´m not a native speaker so sorry for such a question.
   What would interest me enormously is how you would see a brand like Supercool School! Is it authentic and brave for you or do you guyz think it´s a dumb-ass name ( I know it´s a self-centered question but I can´t resist )?

9. March 12th, 2007 at 4:24 pm
   Steli said

   http://www.steliefti.com

10. March 12th, 2007 at 4:24 pm
    Mike Wagner said

    Chris - great question. My answer is “yes”.

    Some of us write or talk ourselves clear about what it is that forms our unique point of view.

    Others use reflection to arrive at an intentional point of view.

    And of course there are blends of both.

11. March 12th, 2007 at 4:25 pm
    Chris Cree said

    My questions never seem to have easy answers.

12. March 12th, 2007 at 4:27 pm
    Chris Cree said

    I guess like many non-marketing folks I have trouble putting my finger on my own “brand”. My approach so far has been to just be myself. But I wonder if some more intentionality might be wise.

13. March 12th, 2007 at 4:28 pm
    Mike Wagner said

    Steli - I borrow the term “pro-am” from the writings of Charles Leadbeater of the UK.

    He writes about the emerging world of people who love (amour) their subject area and yet are serious and demanding (professional) all at the same time.

    I think many bloggers exemplify this spirit!

    You could Google “pro-am” and find a nice entry in Wikipedia.

14. March 12th, 2007 at 4:33 pm
    Mike Wagner said

    Chris - the best questions are the ones that have no easy answers.

    Your strength seems to be a willingness to act on what is real to you.

    That’s great, don’t lose that.

    The refinement of your brand likely will come the more you seek to communicate your unique offering to others.

    There is magic in the doing!

15. March 12th, 2007 at 4:36 pm
    Mike Wagner said

    Steli, Supercool School sounds interesting. That’s a good start. But brands are not limited to names. What you fill the name with, that is, what your brand does and demonstrates will make the name meaningful or not.

16. March 12th, 2007 at 4:38 pm
    Mike Wagner said

    A name like Starbucks didn’t mean much until those folks filled that name with significance by the way they acted and did “coffee shop”.

    Brand is something you demonstrate, not something you explain.

17. March 12th, 2007 at 4:40 pm
    Roger von Oech said

    You’re a student of the classics. How has that helped you in your marketing career. Especially with branding?

18. March 12th, 2007 at 4:43 pm
    Mike Wagner said

    Roger - learning Greek and Hebrew taught me English. That in itself was invaluable.

    Plus, I had to learn how to move from an ancient language and mindset to contemporary idiom and mindset.

    Crossing the bridge from one point of view to another is what marketing is often about.

    That requires respect for how language is being used and empathy for those trying to understand one’s message.

19. March 12th, 2007 at 4:44 pm
    Steli said

    I like your point of view ( probably because I share it)! Thank you for the explanation of pro-am…learned again something new. I will google it later! Bye folks! Lizz, it was a great event - lots of good stuff! Much power to all of you! I´m out!

20. March 12th, 2007 at 4:45 pm
    Roger von Oech said

    What’s been your biggest marketing (or branding) mistake? What did you learn from the experience?

21. March 12th, 2007 at 4:45 pm
    Mike Wagner said

    Great to meet you Steli!!!

22. March 12th, 2007 at 4:49 pm
    Mike Wagner said

    My biggest branding mistake came when I sought to imitate others.

    When I was a pastor I was tempted to try and sound like preachers and teachers I admired. That was a mistake.

    I also made this same mistake trying to imitate churches I admired.

    ‘Better sameness” won’t result in an authentic brand or a satisfying experience for you. At least, it didn’t for me.

23. March 12th, 2007 at 4:53 pm
    Mike Wagner said

    I wrote a post last summer about Johnny Cash and how he “covered” a Nine Inch Nails song called “Hurt”.

    That’s an example of refusing “better sameness” and imitation by allowing one’s unique vision and perspective color how you work.

    Most business models are “oovers” of other business models.

    You aren’t the first to have a coffee shop for example.

    But you can do it your way with your fingerprints clearly on your coffee shop brand.

24. March 12th, 2007 at 4:54 pm
    Mike Wagner said

    Opps - meant to type “covers” but you know what I mean.

25. March 12th, 2007 at 4:56 pm
    Roger von Oech said

    Are there any products you refuse to do marketing on?

26. March 12th, 2007 at 5:00 pm
    Mike Wagner said

    That’s a good question Roger.

    There are products that don’t buid up society that I would not want to represent.

    And that is the quick answer.

    But I think there is more in that question than the obivious; will have to think more about it.

27. March 12th, 2007 at 5:02 pm
    Mike Wagner said

    There are clients that don’t really want to have a brand. Who are OK with being a commodity. Or who are simply “knock offs” of an authentic brand.

    Those are products and clients I wouldn’t want.

28. March 12th, 2007 at 7:31 pm
    Robyn McMaster said

    Mike, I missed your session, but I wanted to peek in. I relate to what you say about difference and courage. I sense you know that at the deepest level and often it comes with struggle.

    You’ve got some great tips here. Thanks for a great session.

29. March 12th, 2007 at 9:09 pm
    Ellen Weber said

    Thanks for the thoughtful ideas Mike, Your notion of empathy in all blogs intrigues me. I’d love to hear more.

30. July 18th, 2008 at 2:00 pm
    Welcome to the Virtual Conference and Bring-a-Link Event! - Liz Strauss at Successful Blog - Thinking, writing, business ideas . . . You’re only a stranger once. said

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