Blogging and Newspapers, a Lesson in How Not to Brand and Market
Much is being made of my decision to ban bloggers from the locker room. To me its pretty amusing. In particular I find it amusing that there is a presumption that if a blogger works for a big company, they must be better. The logic extends to the conclusion that if only I would evaluate the different blogs and make a qualitative selection, then big newspaper bloggers would be chosen as among the best. Let me just say, that should I go that direction, that I find quite a few individual bloggers to be far better than those earning a salary to blog. In fact, some of those blogs are written anonymously.
Which leads to my firm belief that newspapers having “blog
Much of what I am about to say can be considered semantics, but guess what, marketing and branding are all about semantics and perception.
Consider this a rule in marketing that could be added to my Startup Rules.
Never, ever, ever consider something that any literate human being with Internet access can create in under 5 minutes to be a product or service that can in any way differentiate your business.
If you feel that you must offer this product or service as a means of “keeping up” or as a checklist item that you must have for competitive reasons, then do everything possible to brand the product or service in a manner that segregates it from the masses. Perception is reality. If you can leverage your (more…)
