Redefining Your Brand: The 25th Law

by Rekko Salam Director of Digital Marketing Turbo Noodle


"Brand Evolution"

When you think about your brand you must see it for what it is. A LIVING ENTITY. Not in the animate concept that comes to mind when you think of people. But in the abstract view that it is, as a process, ever evolving. GROWING. And this growth must be nurtured. Part of evolution is to constantly redefine the thought process which built the concept in the first place. This process of thinking is genetically predisposed to think in terms of survival. But on the other side of that instinct and survival comes our nature to go to with the flow. The nature to go in a common direction. And that nature drives us to complacency. Being content. Getting to comfortable. This sets us up to be cookie cutter thinkers with little in the way of preparation or even hope for change and growth. In this paradigm it is that life imitates business and business imitates life. And in business the mechanism for survival isn't always so ingrained within us. That he or she who is the most adaptable survives line of understanding gives way to those that do what everyone did yesterday is OK tomorrow. It's usually he or she that thinks inside the box that finds common ground in philosophy. 


"Life Cycle Of An Idea"

When we think of growth we don't always think of the death cycle that's involved. FOR EVER NEW IDEA AN OLD ONE HAS TO BE ADJUSTED OR EVEN DISCARDED AS A BETTER UNDERSTANDING EMERGES. It's been true since Adam realized the apple wasn't so sweet and it's still true today. When we take experience and sprinkle it with some wisdom, a brand can learn and process data from a variety of KPIS (key performance indicators) to better optimize their agenda. For business owners, understanding this maturation process is paramount to seeing their vision through and capitalizing on new trends and ideas. As I was told by a mentor in school at General Assembly, digital marketing isn't just a set of best practices. Sure you set your baselines accordingly. But it's a discipline that evolves daily. So my approach to learning it and understanding should also be as innovative. That was by far the most important thing I learned. So we all know this. That it redefines itself so rapidly that what's a best practice today, is an old practice tomorrow. So is the new age of business technology.

To quote the legendary philosopher Robert Green, author of the 48 Laws of Power, the 25th Law details the ideology that change is key to survival and redefining one's self is a factor in determining success or failure. He points out three remarkable ideas about what it means.

1. You must learn to enlarge your actions through dramatic techniques such as surprise, suspense, and symbolic identification.

2. You must be constantly aware of your audience—of what will please them and what will bore them.

3. You must arrange to place yourself at the center, to command attention, and never to be upstaged at any cost.

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"Thinking Analytical"

Let's think in the analytical. We can, with the right set of normalcies, baselines and benchmarks measure our growth and/ or improve on what we already had in place. So with that being true, then it's reasonable to expect that we can predict, and in turn, facilitate that growth. Delve with me for a minute into the marketing funnel. For this example, we'll focus on the awareness stage of the process. We know that we have X amount of customers being converted, retained and referred. So with that baseline, or our company status quo, we can increase our baseline over a determined time frame (based on our kpis and metrics) through redefining and in fact reengaging some of our current client and customer base while reaching out to a new audience. We do that by being creative and implementing new content, services, promotions, technologies, etc. This cast a wider net in two important regards. Existing customers see brand development and feel even more compelled to stay with you as you expand and on the flip side new customers see a steady base of people interacting and reengaging and also have a fresh perspective that’s been through A/B and cohort test so your process has been optimized.

 The biggest obstacle to reinventing aspects of a brand is the old adage 'if it isn't broke don't fix it'. Or "we're not trying to reinvent the wheel". IMAGINE HOW THE PEOPLE THAT INVESTED IN PAGERS, VIDEO STORES AND CASSETTE TAPES FEEL? The point is that he who expounds eventually knows more. Some things that change, change on a smaller level (fast food, call waiting, Netflix) versus some things that change the world (whoever invented restaurants, Alexander Bell, and the first film directors).

 But there’s a variable here at work. Remember, knowledge and wisdom aren't the same thing.  Knowing a tomato is a fruit is knowledge. Knowing NOT to put it in a fruit salad is wisdom. Situational awareness rules the day. Don't be afraid to look at your brand and see evolution.   

The Future: Defining Innovation

by Rekko Salam Director of Digital Marketing Turbo Noodle


“Defining Innovation”

in·no·va·tion (inəˈvāSH(ə)n). According to Webster’s it’s a new idea, method, or process…the introduction of something the redefines the way one previously though..

 “It is not the strongest that survives, nor the most intelligent that survives. It is the one that is most adaptable to change.” - Charles Darwin

In a world that changes by the second, the ability to adapt quickly determines success or failure. The implementation of practices and subsequent execution that ultimately leads to the survival of every idea. The birth of understanding that champions a new rationale and the decaying of ones, once closely held as standard practice and procedure. The life and death cycle, if you will, of business. Like anything that has ever been before, now or in the future, everything must come to an end. It’s the law of our existence.

 Our innate nature is to grasp to that which we are familiar with. Hold on to what we understand. Resist change even at the demise of progress. So how do we move forward? First things first. You have to convince your thought process to accept the fact that it’s actually... (drum roll) … OK to think outside the box. With adaptability key to longevity, it’s imperative to not only constantly redefine yourself, your team and your brand, it’s paramount to understand, acclimate and adapt to your ever changing landscape.

 What’s compelling is that in 2016, brands are still struggling with balancing metrics with hard data to increase and improve the bottom line. It may not take a rocket scientist or a brain surgeon but it does take a team that’s in the know about what’s cutting edge and what’s conducive to the brand’s overall stated goals and purpose. This success or failure is indicative of how well the powers that be mesh good, hard objectives with dynamic flexibility and how well the translate it all.

 There’s a plethora of tools in the business sphere that automate the process and allow teams to become more goal orientated and cohesive.  We may live in the present but the next second is the future. In 2016 there is absolutely new excuse, rhyme or reason why a business of any kind is not ‘in the loop’ with technology. This isn’t your grandfather’s business dynamic.


“Let’s Explore Your Brand”

So if in fact you can teach an old dog new tricks, where do we begin? Well first we must follow Yoda’s age old advice. “You must unlearn what you know.” If we are to master our strengths, we must understand our weaknesses. That’s where the cornerstone of metrics comes into play. In any good process you must define several things. You have to know your stated purpose, set a flexible dynamic, utilize available and potential resources and realize the potential of your brand. Metrics and data are only as good as the ones analyzing it, digressing it and then implementing adjustments accordingly. If nothing plus nothing equals nothing, then the same is true for something plus nothing. You stay stagnant while adding no value. Although consistency is paramount, it’s akin to a marathon runner. They know exactly how long it is to the finish line. They set in place regimens and practices to better prepare themselves for the long haul. And they pace themselves according to the pre-determined understanding that they have calculated every aspect of what they will need to do to finish the race and finish at the front. The same is true in business. You can just run the race or you can prepare to win it. Being knowledgeable about your journey to the finish line is the first step to truly exploring your brand.


“The Four Horsemen”


1 Innovation: Think Outside The Box


2 Calculation: Harness Your Inner Mathematician


3 Utilization: Tap All Potential Resources


 4 Focus: Aim Straight…Your Foot Is A Bad Target


“The Process”

“We are fueled by a proprietary interactive design process that simply works.”

Chris Cast Executive Creative Director Turbo Noodle

These six thoughts help us begin to understand how to approach our ‘process’.

·         The business world is constantly evolving and reshaping the landscape. One idea is the beginning of many. 

·         Set the bar to exceed expectations. Looking in one place always yields the same results. You miss something. 

·         Never fear something new. The old saying “don’t fix what isn’t broken is just that. Old”. Flexibility wins battles. 

·         Expand your range. Micromanagement is essential to the process. Every I must be dotted and every t must be crossed. The top must know and understand what’s going on at the bottom. The ground game is where leads are converted and the money is made. 

·         Define the process. Set metrics and goals. When something does work, build on it. When something doesn’t work, use it to expand your brand awareness and intelligence. 

·         Set the tone through deliberate and consistent processes. Empower your team to succeed. Build an atmosphere of diligence and flexibility.


“And That's The Bottom Line”

In conclusion, there is in fact no conclusion. Not in the business technology world. It's the cumulative sum of like and unlike minds thinking toward a common thread. The marriage of ideas and understanding. Pushing the envelope is ingrained in our DNA. Everyday someone somewhere in the world is in the process of developing tomorrows innovation. In essence, every moment you, your company or brand or idea sets idle, the universe keeps expanding and the world keeps on spinning.