What do you do when you spend big bucks to outfit and sponsor the USA Olympic Basketball team, only to discover that a key member is not part of your stable of endorsers? The US roundball team was recently photographed in Las Vegas, and questions have been raised regarding how Dwight Howard is curiously positioned, as he is the only member of the team not endorsed by Nike (instead, he shills for Adidas). It is an interesting statement on the importance of brand identity not only in the product design and advertising areas, in a broader contexts as well. For more on the intriguing "daNike Code" conspiracy, it is laid out in this interesting blog entry from CNBC's sports business reporter, Darren Rovell: http://www.cnbc.com/id/25513177
Tuesday, July 15, 2008
Wednesday, July 02, 2008
Happy Half Year
Ask any self-respecting eight year old their age, and if it has been more than six months from their birthday, they’ll proudly declare their age – “eight” “And a half”
And so it should be with business, taking time to note our progress at the halfway point, acknowledge our growth and correct our mistakes। If you even have a written marketing plan you are further ahead than 70% of businesses, according to some reports, and if you ever look at it to benchmark progress and plan activities, I’d bet that number soars to 90%। Too often we allow the business plan or marketing plan to be created and then sit on the shelf, a handsome trophy of several months’ work, to be dusted off and updated in every consecutive year। This July, let’s look at doing something completely different, as the guys of Monty Python might say, and actually evaluate the document and our efforts against it to date। How many projects are complete? How much growth has been realized? How many goals reached? How many assumptions disproved? Which projects no longer valid?
Then use the start of the second half of the year to recalibrate and refocus, because unlike that eight – and a half – year old, our company’s growth cannot be presumed.
And so it should be with business, taking time to note our progress at the halfway point, acknowledge our growth and correct our mistakes। If you even have a written marketing plan you are further ahead than 70% of businesses, according to some reports, and if you ever look at it to benchmark progress and plan activities, I’d bet that number soars to 90%। Too often we allow the business plan or marketing plan to be created and then sit on the shelf, a handsome trophy of several months’ work, to be dusted off and updated in every consecutive year। This July, let’s look at doing something completely different, as the guys of Monty Python might say, and actually evaluate the document and our efforts against it to date। How many projects are complete? How much growth has been realized? How many goals reached? How many assumptions disproved? Which projects no longer valid?
Then use the start of the second half of the year to recalibrate and refocus, because unlike that eight – and a half – year old, our company’s growth cannot be presumed.
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