Branding Made Difficult in 10 Steps

Branding Made Difficult in 10 StepsNovember 6, 2014

Brand Loyalty - By: Bill Pasha
Let’s speak honestly. If you do your homework on a product or service and you fully understand the potential customer, it is not that hard to establish and develop a brand.

That’s the hard part. Doing the homework. At The MBMI Companies, we do our homework for every product and service we are engaged to develop. We make every effort to learn from the bad experiences of others to ensure that you don’t. That’s why we’ve created a list that you can use to grade your own homework. Allow us to demonstrate to you Branding Made Difficult in 10 Steps.

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In your professional life are you genuinely happy for others who earn rewards for their work, or do you envy and resent them? Do you offer a helping hand regardless of who will receive credit, or do you keep your tasks to yourself in hopes of gaining personal glory?

The Wolves Inside UsOctober 29, 2014

career / team building - By: Bill Pasha
Last week’s terrible school shooting north of Seattle reminded us that conflict in the school or the workplace is a fact of life. In some cases of late, it has been a fact of lifelong pain and suffering. When disagreement escalates in a work or school environment, it takes cool heads to diffuse a potentially deadly situation.

Far from the violence we saw last week, recently one of our teams watched a petty office issue between two employees gather steam until the boiler was about to burst. Just then, the owner of the business overheard the shouting and stepped into the discussion. He asked both parties to join us in his office.

He looked at the men and said, “Guys, what I just saw was unnecessary and unprofessional. It could ruin one of your careers, and I like both of you, so please let me share a story while you guys cool down a bit.” He gave them bottled water from his office fridge, handing both bottles to the man closest to him, to force him to offer the remaining bottle to his co-worker.  (more…)

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Core Branding Qualities for the Hospitality Industry
In the hotel, restaurant and cruise line businesses, top of mind awareness is the first and foremost goal of any successful operator.

 

It might seem that branding would be a first nature function of hospitality management, but all too often MBMI Maximized Brand Marketing consultants find the exact opposite to be true. If you manage any business that serves the hospitality sector, we offer these simple Core Branding Qualities for your review. Feel free to put them to work or pass them along to someone who needs them. (more…)

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You Can be a great leader by Multibrand Media

You Can Be A Great LeaderOctober 15, 2014

Leadership - By: Bill Pasha

We seek great leaders. Citizens demand bold leadership. Many companies track their sales executives on Leader Boards. CEOs impart their wisdom at leadership conferences, which, we can only imagine, means that only the crème de la crème of the company may attend and benefit. Oddly, that seems the antithesis of what great leaders would want for their companies.

Some say convincingly that leaders are born, not made.

At The MBMI Companies, we disagree.

Not only can leaders be made, they must be made.

After over a century of combined years of managing businesses of all sizes, and even a few seasons at quarterback, the MBMI “leadership” has developed our list of qualities that make a noteworthy leader (more…)

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Middays still matter: 10 reasons to listen at work

Middays still matter when the ratings arrive.

Current PPM wisdom may dictate that your time and efforts should be spent elsewhere, and while drives are beneficial in your quest for ranking position, the drives aren’t the only dayparts that move the needle.
When you next meet with your on-air, marketing or imaging teams, remember why middays still matter; there are huge and frequently mobile audiences available to listen with focus and attention.
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Apple needs a “Go Team” to triage their customer service issues and product perceptions and a surgical team to bring the iPhone back to life.

When Good Designs Go BadSeptember 29, 2014

Brand Loyalty - By: Bill Pasha

I used to be an iPhone guy. I had the original iPhone and I fed my habit over and over, all the way through the 4S series (Siris?).

Then I wasn’t an iPhone guy anymore. I have stayed true to all my other Apple products because of their design, functionality and, yes, “cool” factor. The iPhone 5 and 5C in their rainbow colors, though? I said keep ‘em, even as my then eleven year-old begged for a 5C.

My wife gave in to his big eyes and “I need a smartphone so you can text me at school, Mom” argument. He got his coveted iPhone 5C and I bailed for the comfort, connectivity and customization of the Samsung Galaxy Note II. Game on, Grasshopper.

His first 5C failure came in the form of a faulty screen. Apple Care to the rescue. Replaced. Next, two non-functioning Home Buttons on consecutive units. Ta DAAAA. “Thanks for making me get Apple Care, Dad.” Then came the overheating and, now, back to the Home Button issue, but this time on the 5S he chose after he reached his melting point. In all, five…count them…four 5C’s and a 5S.

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If your business does not have a disaster plan in place, it is time for you to formulate one. If you have put one together, there is no time like the present to call the staff together for a review.
A couple of weeks ago, California’s Napa Valley experienced a serious earthquake of more than 6.0 on the Richter Scale. Thankfully, the earthquake happened while most people were in bed, leaving the damage limited to property and a few fine bottles of wine that no one will ever enjoy.

But what if that earthquake had happened in the center of San Francisco during the middle of the day? Would the broadcasters have been ready? Would retailers have had a plan to sustain business in the aftermath?

If your business does not have a disaster plan in place, it is time for you to formulate one. If you have put one together, there is no time like the present to call the staff together for a review.

To help you along, our team has created a short checklist of items worth discussing when you draw up or revise your plan. (more…)

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Reversing down trending audience numbers is a matter of executing detailed analysis of available information and then using elbow grease to provide consumers with what they really want.

The Ratings DanceSeptember 11, 2014

Brand Loyalty / broadcast + new media / radio - By: Bill Pasha

A century and a half ago or more in the American west, droughts could come over the land that were so lengthy that lakes turned into deserts, booming riverfront bars became just more abandoned buildings in once bustling ghost towns, and the settlers…well, the settlers would become very superstitious. They’d do anything, pay anything, to bring them life-giving rain. Roving rainmakers, charlatans all, came out of the woodwork to provide relief and relieve the affected townspeople of their savings.

Even native American tribes had a long history of petitioning their gods for relief through the custom of the rain dance.

Even native American tribes had a long history of petitioning their gods for relief through the custom of the rain dance.

Unfortunately, neither rainmakers nor rain dances actually provided the desired meteorological outcome.

That’s why what you do when your brand experiences a drought is so important.

The broadcast pioneers of old knew how to deal with audience drought, and it had nothing to do with magic. Reversing down trending audience numbers is a matter of executing detailed analysis of available information and then using elbow grease to provide consumers with what they really want.

This article details everything that you should do, from the moment you receive ratings or brand information until the point that you act upon that knowledge. (more…)

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Fooled by the hype. Don’t blame yourself. Hype is everywhere and it is easy to be fooled.

Fooled By the HypeSeptember 4, 2014

radio - By: Bill Pasha

Don’t blame yourself. Hype is everywhere and it is easy to be fooled.

It happened today to a well-known European blogger. He bought into a radio content producer’s story about a new format that he offers. The content creator provided extensive details about his product and explained why it is new and different. In turn, the blogger provided the content producer with a stage to sell his product. It was all hype. Nothing new here to see, folks. Move on. But the blogger needed material and eagerly accepted the concept that a format that puts into practice the opposite of every know best practice for a this type of presentation, works. If only format design were so easy. Yes, there is an emotional connection between the music and the listener, but this format fails to address the meaningful characteristics of successful radio stations, opting instead for the pitch of the sale. (more…)
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Career Rehab Begins at Home. The Top Ten Steps to Take When the Employment Reaper Pays A Visit.

Career Rehab Begins at HomeAugust 28, 2014

broadcast + new media / career - By: Bill Pasha

Yesterday, I had the opportunity to talk to another candidate for MBMI’s Career Rehab program. The program is more of a study course, really, than it is anything else. Participants learn how to evaluate themselves, play to their strengths and weaknesses, interview, and apply skills they may not even have known they possessed, to new or better positions.

Unfortunately, regardless of all the stories of sunshine and roses that we hear each month from the government, radio and television broadcast jobs are becoming increasingly more difficult to acquire and maintain. Long time veterans, people with marquis names, are being put out to pasture. Often these are people for whom broadcasting was a lifelong career. Now, at ages that apparently exceed the tolerance threshold of some Boards of Directors, these pros are, as Joel Denver used to say, “On the Loose.”

A pity.

A shame.

A situation that borders on age discrimination.

But NOT the insurmountable and paralyzing event that some newly unemployed victims make it out to be.

We have discussed this topic in the past, but the relevancy of it makes it another discussion worthwhile.

So, if you fall into this category, or any other in which you recently have found yourself without benefit of employment, or if you think that you can hear the train coming around the bend but you can’t quite yet see the headlight, MBMI offers you

The Top Ten Steps to Take When the Employment Reaper Pays A Visit:

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Paige Nienaber's top 10 selection of greatest radio promotions of all time
Paige Nienaber is recognized as the world’s foremost authority on broadcast promotions and marketing.

MultiBrand Media International is proud to represent Paige everywhere in the world, except the US and Canada. To work together with Paige to create a plan for your company, contact MBMI.

Iremember sitting through corporate meetings in LA when I worked for United Broadcasting. This was a company so mired in forms and Legal that even by today’s eff’ed up standards, they were freaking nuts.

As we broke out into meetings, and I was with all of the Promotion Directors and Marketing Directors, I suggested that really nothing great has ever been achieved in a conference room and since it was the middle of Winter and we were at the Ritz in LA, why not take it to the pool and do it in the sun.

You would have thought that I’d suggesting putting puppies in a blender.

The majority of our promo meeting, after we labored through some lame mission statement, was to try and create a form (they so loved their forms) that we could use to grade our promotions and events.

My thought, which was totally lost on the sheep, was that Promotions serves so many masters and that “success” or “failure” is really subjective based on what department you come from, that this seemed like kind of a waste. They looked at me like I had eels crawling from my ears.

I get that a lot. (more…)

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Cult Branding Ten Years Later by www.multibrandmedia.com

Cult Branding: Ten Years LaterAugust 14, 2014

Brand Loyalty - By: Bill Pasha
A decade ago, it was the “in” thing for marketers to sit around tables, usually sporting a veggie platter and sparkling water, to talk about their master plans for Cult Branding their products and services.

You remember Cult Branding; Entice your consumer to love you so much that they and others would buy the product or service, fanatically endorse it to friends and family, and become followers.

Cult Branding was treated as the Holy Grail of marketing.

Gradually, new fads and fashions came and went, and the venerable cult branding became only one facet of larger and, forgive the intended pun, more communal marketing plans. During that time, the marketers who were, themselves, fanatical about this approach to their products have seemingly faded away, now espousing the benefits of Google advertising or product placement in the latest shoot ‘em up video game.

So why bring up Cult Branding in a 2014 blog? (more…)

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One bad apple can quickly erase the long-term efforts of a group of others.

The Value of One ManAugust 6, 2014

Customer Relations / hospitality / Leadership - By: Bill Pasha
During the past week, I was treated to an executive level, advanced course in Customer Service. The week wasn’t supposed to be a learning experience for me. In fact, I was supposed to be nothing more than a willing participant in a long anticipated few days of rest and relaxation.

I work with one of the finest five-star hotel groups in the world. I deal regularly with people for whom guest service is a way of life, but it took a concierge onboard a cruise ship to demonstrate how one man, and one man alone, can make or break your company or mine.

His name is Francis. He is a native of a Pacific Rim nation, who came to the United States to work at sea, serving well-heeled customers in hopes of contributing to his family’s future. He spends as many as six consecutive months at sea, living in shared quarters like a college student, using Skype as his only lifeline to his wife and darling daughter. That doesn’t make him special, though, because many immigrants, legal and otherwise, come to the United States to work and benefit from our generosity.

What makes Francis different from the rest is that he singlehandedly changed my mind about an entire company. (more…)

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Top-of-mind awareness is never a bad thing, and jingles go a long way to help in many situations. www.multibrandmedia.com

Juggling JinglesJuly 25, 2014

broadcast + new media / radio - By: Bill Pasha
At MBMI, we have a lot of intelligent consultants who possess some very useful skills. Many of those skills are cutting edge and indicative of some of the newest work we do in the fields of broadcasting, electronic publishing, social media, hospitality and VIP Concert security. Those are not the skills that this blog covers.

I’m an old jingle guy. During my years as a radio and television programmer and talent, I used and/or created at least twenty different jingle packages. I also spent five years of my career creating jingle packages and programming for a large Dallas-based jingle company. Later, I worked closely with the King Of Jingles, the late Tom Merriman (the TM of TM Productions) and his court jester, my good friend, Tony Griffin. The lessons I learned are exceeded only by the tall tales they would tell over a good, stiff adult beverage at the end of the day. The drinks aside, I recall that they taught me four secrets of creating a custom jingle package. I’d like to share them with you. (more…)

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Finding the recipe. It’s time for North American programmers to get smarter about their audience and find new and engaging execution methods. www.multibrandmedia.com/blog

Finding the RecipeJuly 17, 2014

radio - By: Bill Pasha
The widely revered chocolate chip cookie is a fine metaphor for the tastiest (Sorry for the pun) difference between US and European music programming.

For decades, the majority of American radio programmers have followed one consistent rule when programming music: Play the hits! Why not? After all, in the past, most listeners used radio as their primary source for discovering and enjoying the most current songs in every format genre. There were few other choices besides MTV or a friend’s mix tape. For the most part, radio was king. Record labels and radio enjoyed a love-hate relationship that further established radio as the authority on what was, and wasn’t, worth their audiences’ listening time and money.

As radio and records’ music taste and fashion monopoly/axis became more powerful, American radio programmers tightened down libraries and playlists proportionately in the quest for more and more listeners. In general, the old rules still apply to most North American playlists and so do the consequences of it.

The theory is simple but somewhat counterintuitive: Play hits over and over because people want to hear those songs. Repetition creates more opportunities for listeners to hear those familiar favorites, creating more listening opportunities that equate to more overall time spent listening. According to the theory, more cume will drive through the radio station to hear the big songs. Large TSL and cume drive up share, and share drives revenue. When revenue is up, everyone is happy, so repetition is a good thing.

Or, it isn’t. (more…)

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To save the broadcasting industry, it’s up to everyone to start calling B.S when they smell it.

B.S.July 9, 2014

broadcast + new media - By: Bill Pasha
That’s the problem with writing a blog once or twice a week. Every now and then, the writer looks down on the written page and he realizes that everything he has written, every lousy word, is B.S.

Just words on a page for the sake of meeting a deadline.

It happened to me this week and it made me ill. At first, I thought I had become one of “those” writers, who self-gratifies himself with the worst kind of B.S.: Reading his own words and agreeing with them. Maybe that is true to a certain extent, but that wasn’t why my stomach felt like I had just ingested the El Grande Breakfast Burrito at Taco Bell.

It suddenly dawned on me that I am sick and tired of the B.S. that I read, hear, view and otherwise absorb. Lately, B.S. seemingly is everywhere and painfully obvious in the broadcasting trade. (more…)

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Radio is going digital – but let´s not switch off FM!

Radio is going digital – but let´s not switch off FM!

In Europe we have different opinions regarding analogue switch off and going all digital. The radio markets in the different European countries are structured sometimes very different and have different histories and backgrounds. My home country is Finland. We are an European country and one of the Scandinavian countries. There is one main difference: Finlands private radio market is doing very much better than our Scandinavian neighbours.

In Norway, Sweden and Denmark the public broadcasting sector is very strong and the commercially funded private radio industry has a market share of the listeners representing something between 25 – 35%. They also have much weaker FM networks for private radios compared to the public broadcaster. In Finland commercial radio and public broadcasting have divided the audience 50/50 for many years. Commercial radio has a much bigger share for audiences under 55 and in the older demographics public broadcasting is the leader.

This market situation explains a lot why Sweden, Norway and Denmark are pro digital and keen on announcing switch off dates for FM. Norway was the first country to announce that in 2017 FM will be switched off. But there are conditions involved. 90% of the population needs to have access to digital broadcasing and over 50% of all listening needs to be digital before a switch off can be made. What will happen to the other 50% at that point? I do not think they will automatically go digital just because FM will be switched off. (more…)

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Congress, Do the Right ThingJune 25, 2014

broadcast + new media / radio - By: Bill Pasha
The debate continues before Congress as to whether traditional radio should be forced to pay music royalties beyond those already negotiated with stakeholders.

The portion of the argument that stands out to us, but has been missing from the discourse until today, is that radio operators do so in the public interest and as expected by the public. While radio companies generate advertising profits from the overall benefit of their licenses, those profits, if any, are invested in providing a unique and free service to the people who actually own the airwaves: We the People. (more…)

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Best practices to improve communication between senior staff and employees.

A Failure to CommunicateJune 20, 2014

career / Leadership - By: Bill Pasha

Of MBMI’s many clients, one stands out. This client is owned by a top-notch company that is known to all. It employs first tier “name” managers, and boasts volumes of best practices and key performance indices.

This client stands out for another, less favorable, reason: Its employees don’t feel important. That is where we encountered the problem and where your organization can benefit from what we observed.

We frequently have pointed out in our blog posts that employees need to possess a clear understanding of the objectives of any mission. They need to hear and believe that their contributions are necessary and appreciated. In the case of this particular organization, though, the employees suffer from what they think is a lack of appreciation. It isn’t. The employees are greatly appreciated and, for the most part, compensated according to skill levels. These employees suffer from a lack of communication. The inability of this company’s senior staff to communicate to frontline supervisors is as startling as it is remarkable. What makes this situation sadder and more serious is that that senior management doesn’t even communicate within its own ranks. The vacuum of meaningful manager-to-subordinate feedback is obvious, and we have raised warning flags about this issue at every level of the company in the hope of correcting the problem before it is too late.

“Too late?” you ask. Yes. We have seen this movie before and the ending always makes us cry. (more…)

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Dad-isms and their translations www.multibrandmedia.com

Dad-isms and their translationsJune 12, 2014

Leadership - By: Bill Pasha

This weekend, the United States, Canada and more than a few other countries celebrate our fathers in a made-for- Hallmark original, called “Father’s Day.”

Actually, the history books place the blame, er, credit, for Father’s Day squarely at the feet of one Sonora Smart Dodd of Spokane, Washington. In 1910, Ms. Dodd joined forces with a local YMCA to celebrate fatherhood. It was a complement to Mother’s Day, which was already a resounding success. Father’s Day took a bit longer to get off the ground. Although a couple of presidents stood fast on the topic, it wasn’t until 1966 that President Lyndon Johnson declared the third Sunday of June to be Dad’s Day.

The rest is history.

Now, hold onto those polka dot ties and Norelco electric shavers, because this week’s blog recalls those priceless words of wisdom shared by dads everywhere to their children, in the hopes of teaching right from wrong, good from evil, fat from thin, and generally go back to watching their baseball.

Thus, MBMI presents the top ten “Dad-isms” and their translations. Remember their effect on you, consider how you use them today, and delight in how your kids will remember you by them long after you are no longer around to barbeque your own Father’s Day dinner:

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