Rain- Thats been the prevailing climate here on the East Coast for what feels like aan eternity! Since when did Seattle and New York have a swap that I didn’t know of ?
Being that rain was the of discussion for most of us of us in this part of the States at the beginning of the summer, it does bring to mind a lesson on Branding I learned from one Dr. Ben Mack which happened last year.
I will make a great effort to reveal some of the most important topics given at this very informative event over the next few articles so stay tuned or check out my blog for updates. The lecture included topics such as: 1) How to Make the Lightning, 2) How to keep the lightning striking and 3) Bottling your lightning.
Those not acquainted who Ben Mack is should know that he ranks among the top dogson Branding currently in the country bar none! Mr. Mack (or should I say Dr. Mack) has held positions at some of the best advertizing agencies during his memorable professional undertakings. How does Vice President for Brand Strategy at one of the companies grab you?
In a nut shell what that means is he was in charge of a budget of ” billion dollars (now thats massive amounts money)! To me that is an indicator of someone who is an authority on Branding, don’t you agree? As well as being a professional magician, Ben Mack has worked magic for most of his employers, and at age 19 was the beneficiary of the celebrated (if your into magic) Award of Merit given by the AMA.
For those alien to the concept of what a rainmaker is, a rainmaker is someone medicine man not withstanding who instead of bringing a good harvest for his people brings increased revenue to his business by the use of his or her political clout, ability to attract clients therfore making the people he works for money.
As a marketer your most important duty is to “up sell” people on their experience of reality. In Benjamin Mack’s book “Think Two Products Ahead” he speaks about how effective branding really only occurs only when companies and small businesses think two products ahead rather than just thinking here and now and to build a profitable relationship with your clients or customers through your Brand. The section where Ben teaches how to construct your Legend Platform is worth boat loads more than the price of the book itself!
A Brand (your brand, a Brand called YOU) is formulated through the use of Legends or communication that is told over and over time and time again. These narratives can and should be allowed to challenge each other and shall grow with age. So, if you have to pick a story that you craft for your business to help grow your business (after all you are reading articles like this to help you become more profitable in your business arent you?) why not pick the type that grows stronger with age and you will indeed become “Legendary”.
Coming soon…follow up articles on Rainmaking, Branding and Legends Oh My!
