Focus Archive
More On Personal Branding
0 Comments Published by Frank Lane March 2nd, 2010 in Differentiation, Execution, Focus, Linkage, Near MissI gave a speech on the principles of KILLER BRANDING a few years ago at the William Mason business school at William & Mary college, and one of the students whose name escapes me now, immediately branded himself as “the Generator,” someone who generates change, who makes things happen. He put it on his letters, [...]
Differentiate yourself
0 Comments Published by Frank Lane March 2nd, 2010 in Alignment, Differentiation, Execution, Focus, Linkage, NamingI discovered Ira Koretsky today, not a very compelling or memorable name is it? How about if I said that I discovered The Chief Story Teller™ today? That is how Ira brands himself.
In fact, if you go to the website of The Chief Story Teller, you will note that he does not use his name [...]
This is one of the big issues in marketing? When is it time to change the brand’s differentiation?
Overall, it is always time to improve. It is rarely time to change.
No matter how good your position, you can always improve. I call your attention to Aflac. Their new campaign (woman on crutches coming to watch the [...]
Can You Do Good?
0 Comments Published by Frank Lane August 22nd, 2009 in Alignment, Differentiation, Execution, Focus, LinkageA young mother in Atlanta, Britt Menzies started a company based on her children, which she called Stinky Kids. She created the characters and gave them a Mom-desired reason-for-being. The focus of her brand is “teaching good.”
Stinky Kids always make the right choice. Stinky Kids do the good thing.
Britt was wearing a Stinky Kids t-shirt [...]
Paint the Picture
0 Comments Published by Frank Lane July 7th, 2009 in Differentiation, Focus, Naming, Near Miss, UncategorizedRustoleum Universal is to me an under-marketed potential Killer Brand.
The promise of “covers any surface universally even” is new in the spray paint category, and the actuator over-cap on the aerosol can is just down right cool.
The commercial does a good job of demonstrating that the canister can be sprayed at any angle, including upside [...]
Whistle A Happy Tune
2 Comments Published by Frank Lane June 16th, 2009 in Alignment, Execution, Focus, Leadership, Personal Performance, TargetingI love this business. Yes, I must suffer through the Gatorade fiascos, and the Tropicana near disasters, but every now and then, you stumble across something wonderful, Today, I discovered Whistle Creek walking sticks and canes out in Estes Park, Colorado.
I have a heath nuisance that might force me use a cane, and I don’t [...]
There is a good piece of drama on TV disguised as an advertising commercial. Open in shop, son working with calipers on block of wood. No help from Dad, only encouragement. Son ends up with blocky looking soapbox derby car vs. other cars that look like Mattel engineered. Son with clunky looking car wins soapbox [...]
Upside Down
1 Comment Published by Frank Lane May 30th, 2009 in Alignment, Differentiation, Focus, Innovation, LinkageI guess when we are looking at ways to create compelling differentiation, we have to include in our mental check lists, “upside down.”
I am of course speaking of Topsy Turvy, the new tomato plant that grows upside down out of the bottom of a hanging basket. Everything about this product fits the principles of Killer [...]
One Stop Brand
0 Comments Published by Frank Lane May 25th, 2009 in Alignment, Execution, Focus, Leadership, Spot On, UncategorizedI ate the other night at the Montgomery Inn in a surburb northeast of Cincinnati. The Montgomery Inn is actually a KILLER BRAND. People from all over come there just to have their barbecued ribs.
This is a great example of focus. The Montgomery Inn is a full-service full-menu restaurant. Very upscale, in a [...]
Innovation 1902
0 Comments Published by Frank Lane May 17th, 2009 in Alignment, Differentiation, Execution, Focus, Innovation, Spot On, UncategorizedAnimal crackers with which we are all familiar were not a brand. Animal crackers are a commodity with many different manufacturers over the years, even a few now, but the niche category has been all but owned since 1902 by Nabisco with its Barnum Animal crackers. WHY??
In 1902, Nabisco created a special package of Barnum’s [...]



