Top of Mind Thursday – December 2, 2021 – Shooting the Messenger

This week we learned of another COVID-19 variant: Omicron.

Leverage2Market LogoThis new strain appears to be much more transmissible than previous versions, but may not cause as severe disease–it’s too early to tell. It was first identified in South Africa, but has now been found in a dozen or more countries–including the US and Canada.

So what did many countries do? Shut down travel to/from Southern Africa immediately. The problem is that by the time scientists realized this was a new strain, it had already spread to just about every continent. Shutting down borders now is like locking the barn door after the horse has escaped.

This is not only not useful, but it’s punitive for the medical personnel in South Africa who very astutely recognized a new variant and promptly shared their findings with the world.

If we punish those who expose new variants, how likely is it they’ll continue to serve up new information as received–only to be slapped in the face for doing so?

Many businesses talk about being learning organizations where failure is encouraged and not punished. But, in reality, too often the natural instinct is to take out bad news on those who are brave enough to call it to our attention.

The only thing worse than hearing bad news from a messenger is not hearing anything at all–because the messenger was shot down previously.

Contact me to find out how you can get heard above the noise–even in a crisis situation.

Catch the latest episodes of the hottest podcast on business and entrepreneurship…ShrimpTank Seattle Wednesdays at noon PT.


Check out our marketing thought leadership podcasts and the video trailer for my book, Marketing Above the Noise: Achieve Strategic Advantage with Marketing that Matters.

Marketing Above the Noise.

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linda@popky.com
(650) 281-4854
www.leverage2market.com

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Top of Mind Thursday – November 25, 2021 – With Gratitude

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Top of Mind Thursday – November 18, 2021 Whose Ad Was That Anyway?

No one wants to see another boring ad.

Leverage2Market LogoWe are inundated with thousands of messages a day–most of which aren’t worth our conscious attention. So it makes sense that businesses and brands would try to create memorable spots that burn their images into our brains.

The insurance industry, in particular, has taken this to heart. We have the GEICO gecko, Flo from Progressive, Jake from State Farm, and now the Liberty Mutual LiMu emu.

How effective are these? Well, we do remember them and talk about them. Jake is even in his second lifetime for State Farm.

But now we have an entity called Meta. Meta is the new parent company for Facebook and its assorted businesses. It’s short for the Metaverse, which is the latest virtual reality/computer-generated environment being pushed by the company formerly known as Facebook.

Meta has a new set of ads featuring animated jungle animals chanting Meta in the background. I’ve seen them a number of times now and I still can’t figure out what the message is, what action (if any) I should take after seeing them…and, most importantly. whose ad was that anyway–Meta, who?

Entertaining the audience is fine, but successful branding and marketing builds awareness, consideration, purchase, and preference. It also creates champions who evangelize your product or service to others.

But to do that, I first need to remember who you are and what you’re offering. That’s a metaprinciple to remember–no what what multiverse you’re occupying.

Contact me to find out how you can get heard above the noise–even in a crisis situation.

Catch the latest episodes of the hottest podcast on business and entrepreneurship…ShrimpTank Seattle Wednesdays at noon PT.


Check out our marketing thought leadership podcasts and the video trailer for my book, Marketing Above the Noise: Achieve Strategic Advantage with Marketing that Matters.

Marketing Above the Noise.

Download a FREE chapter now.

What are people saying?

Buy now.

 


Let us help your business rise to the top.

linda@popky.com
(650) 281-4854
www.leverage2market.com

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Top of Mind Thursday – November 11, 2021 – 11/11 at 11

On November 11, 1918 at 11:00 am, a ceasefire agreement was signed ending World War I.

Leverage2Market LogoWe call this Veterans’ Day in the US, but the day is also, celebrated as Armistice Day in some countries. In Australia, it’s called Remembrance Day.

Ten years ago, I had the opportunity to be in Melbourne, Australia on Remembrance Day, where there is an annual celebration each year at the Shrine of Remembrance. The Shrine is built so that at exactly 11am on November 11th a natural ray of sunlight shines on the Stone of Remembrance and illuminates the word “love.”

We were part of a large crowd of people who queued up to enter the Shrine as close to 11am as possible to see this phenomenon and participate in the annual ceremony honoring those Australians who were killed in various military conflicts, both before and after 1918. It was a powerful, solemn experience.

Here, banks and post offices are closed on Veterans Day. There are a few parades and tributes to those who served in the armed forces, and, of course, we have special Veterans Day sales.

At a time when we see so much conflict–both across the world and at home–it’s worth taking time out of our daily lives to remember the sacrifice of the men and women who died for their country so that we can enjoy our freedom and way of life.

Perhaps we can find a way to carry this ray of light with us throughout the year to come.

Contact me to find out how you can get heard above the noise–even in a crisis situation.

Catch the latest episodes of the hottest podcast on business and entrepreneurship…ShrimpTank Seattle Wednesdays at noon PT.


Check out our marketing thought leadership podcasts and the video trailer for my book, Marketing Above the Noise: Achieve Strategic Advantage with Marketing that Matters.

Marketing Above the Noise.

Download a FREE chapter now.

What are people saying?

Buy now.

 


Let us help your business rise to the top.

linda@popky.com
(650) 281-4854
www.leverage2market.com

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