Posts Tagged ‘Brand’

The Personal Brand: Daily Work List

In the next few weeks, you’ll see some more posts on all of this personal brand stuff. The stories, lists and how to’s will be derived from my own experience with transition from a solo-preneur business to leading digital marketing Bob Evans Farms. If you’re in this situation, I hope the posts help you.. – nate One of the things that I’m working through is how to maintain and align my personal brand presence to match the brand of my new employer. For me, it’s also the beginning of a period where the time between 8PM and 5PM no longer belongs to me. I intend to respect that too. I’m excited about the new work, and I’ve sold those hours in good trade. When you’re a solo-preneur, personal brand work and the time it takes is chalked up to ‘marketing activities’. That time is justifiable, and it happens throughout each the day in parellel with the the actual work you do. Yet, my personal brand is what gives me leverage in this space and it’s important to maintain. It’s what keeps me in the know, grants me access to information, people and experiences that in turn reenergize, reeducate and refresh my own content and direction. Personal brands give us the ability to influence in a variety of ways, whether that influence is focused inside a large company or outward to thousands of blog readers. What’s most important to recognize is that personal brand development is a cyclical process, and there’s a heck of a lot of behind-the-scenes work involved. Here’s a basic list of the work I do (almost) everyday to maintain my personal brand as it stands. Feel free to to match this against your own work list, and steal anything you need. The Personal Brand: Daily Work List Create a new weekly content approach on nateriggs.com, [...]

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Refreshing Brands: 3 Case Studies on Transitioning Your Customer Base

What happens when your tried and true customers start to age? It seems like that question has been haunting brands, forcing them into a position where they can either refresh the brand and retarget a new customer segment, or watch their profit margins slowly fade quietly into the night. Let’s take a look a look at a few examples if this, shall we? 1.  Your Man Could Smell Like Mustafa I tell this story sometimes when I do talks. Buying Christmas presents for my Paka was always easy. Nick and I knew exactly what he wanted from us every year, since it never changed. Christmas morning, my grandfather would get to the gift marked from Nick and I and the room would echo with jovial comments: “I’ll bet I can guess what that is!” “Looks like Paka will smell good for another year!” His gift, was the timeless scent of Old Spice cologne and he loved it. Paka would immediately open the package, untwist the top and splash a little bit of “smell good” on his neck. We’d smile and then move about opening the rest of the presents. I still keep one of his bottles of Old Spice on my desk for good luck. My Paka was a mover and shaker for American Greetings. All that said, I would have never bought Old Spice for myself. And actually, I kind of enjoy the scent. But, it will forever be the cologne that my grandfather wore and way to senior for my taste. Enter W+K and the now famous viral YouTube campaign centered around Isaiah Mustafa, better known as “the man your man could smell like”. This brilliantly executed campaign that’s still in process today worked to refresh the Old Spice namesake and make it hip and cool once again. I’ll admit — at age 30, I now use Old Spice Swagger body wash as a regular [...]

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