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Introducing Dynamic Market Leverage™, an approach to help cut through the clutter, stand out, and effectively build business.
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Top of Mind Thursday January 30, 2020: Shattered
The sports world was reeling on Sunday with the news that LA Lakers superstar Kobe Bryant was one of nine people killed in a helicopter crash just outside Los Angeles.
Sitting in a restaurant in Palm Springs, it seemed like all the air had been sucked out of not just the room, but all of Southern California.
Kobe, his daughter Gianna and the other passengers were on their way to a basketball game at a league Kobe had established.
The response has been stunning: sports teams, celebrities, and politicians have all praised Kobe, with NBA teams starting games by standing still for a 24 second violation, in honor of Kobe’s #24. Thousands of people have converged on the Staples Center in LA to mourn Kobe.
While Kobe’s death is certainly a loss, we have to remember that three other families are mourning the loss of loved ones, and this is just one of many aviation accidents that have occurred over the last year.
What’s frustrating about this particular situation is that the NTSB appears to have made recommendations to the FAA for safety improvements to helicopters after previous crashes–but these recommendations were ignored.
Maybe things will be different this time. The loss of a superstar athlete may bring enough attention to change the process. Let’s hope no more lives will be shattered like this.
Contact me to find out how you can get heard above the noise.
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.
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Let us help your business rise to the top.
linda@popky.com
(650) 281-4854
www.leverage2market.com
Top of Mind Thursday January 23, 2020: Going Nuts Over a Loss
Strong brand icons become trusted friends–almost feeling like family. That’s why it was such a shock to many of us to hear that Mr. Peanut, the symbol of Planters Peanuts for over 100 years, is about to meet his demise on Super Bowl Sunday.
It appear the esteemed nut spokesperson will sacrifice himself to save his companions during an ad to be shown during the Super Bowl. While this may be sad for many Mr. Peanut lovers, it’s especially difficult for those of us who grew up in Northeastern Pennsylvania.
You see, Mr. Peanut and the Planters Nuts & Chocolate Company originate from my home town of Wilkes-Barre. For decades, Mr. Peanut stood guard outside the Planters headquarters on South Main Street and in the city’s Public Square. He now resides in the Smithsonian Institute.
Why did Planters decide to kill off such an icon? Perhaps it was to get the kind of attention this announcement is generating. If so, it’s a brilliant strategy. There’s no way Planters could afford to buy the coverage they’re getting with this announcement. And many of us will be on the lookout for this particular ad on Super Bowl Sunday to see exactly what fate awaits this big nut.
Will February 2nd be the real end of 104-year-old Mr. Peanut…or will he rise again to spread goodness for another generation? Tune in and see.
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.
.
Let us help your business rise to the top.
linda@popky.com
(650) 281-4854
www.leverage2market.com
Protecting Your Bold Brand
Erik Pelton
Founder
EMP&A
www.erikpelton.com
Erik Pelton launched his trademark law practice in 1999, following his work as an examiner at the US Patent and Trademark Office. The firm represents clients in all aspects of trademark clearance, registration, maintenance, transactions, and disputes. Their experience in the federal trademark registration process includes obtaining more than 3,000 USPTO registrations of behalf of clients, as well as proceedings before the Trademark Trial and Appeal Board. Erik’s trademark services have helped build and sustain strong brands for hundreds of Internet ventures, software companies, inventors, restaurants, and other small businesses. He recently released his first book Building a Bold Brand.
In this podcast, Erik explains why now, more than ever, it’s so important to have a strong trademark for key brands. He talks about some of the biggest mistakes brand owners make when it comes to protecting trademarks and offers helpful hints for those j wondering exactly where to begin the process.
Listen to this podcast.
Top of Mind Thursday January 16, 2020: Baseball Strikes Out
This week, we learned that the Houston Astros had a system set up to steal signs from the opposing team during their 2017 triumphant run to the World Series.
Major League Baseball suspended manger AJ Hinch and general manager Jeff Luhnow, after which the Astros immediately fired them. Then, Alex Cora, who had been implicated in the scandal, resigned as manager of the Boston Red Sox.
Today, Carlos Beltran resigned as manager of the New York Mets because of his involvement during his time as a player for the Astros.
How deep does this scandal go? How systemized was the cheating? Are there other teams with a win-at-all-costs culture that encouraged this kind of action?
Baseball commissioner Rob Manfred has spent the last few years trying to modernize the sport to appeal to younger fans. He’s eliminated some player substitutions, set timers to get the game to move faster, and reduced the number of mound visits. Seems like he’s been rearranging deck chairs on the Titanic, while the cheating iceberg has been ramming the sport.
Fans, players, coaches, and managers start with the basic premise that the sport is played fairly, that rules are enforced, and that games are decided based on actions on the field of play–not by cheating.
Until MLB can make reasonable assurances that those involved in these scandals are no longer associated with the game and actions have been taken to ensure this doesn’t happen again, all the tweaks Manfred can think up won’t make a world of difference.
Right now, the big loser is the sport of baseball. Strike three, you’re out.
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.
.
Let us help your business rise to the top.
linda@popky.com
(650) 281-4854
www.leverage2market.com