Here’s the next post in my blog series on how to scale up your brand.  You’ll learn an exercise to identify your core customer target.Core Customer Target

I’m writing this series because I recognize there are lots of start-ups, but much fewer scale-ups — and companies often don’t make the leap between the two because of their brand.  It’s either vague and unfocused, disconnected from the business, or practically non-existent.   The series has already covered How To Conduct A Brand Diagnostic, which helps you evaluate the current strength of your brand through three lenses and identify opportunities to build it and grow.  Assess Your Brand Power outlined five critical dimensions of brand power so you can determine which direction you need to take your brand.  And Set Your Brand Purpose, Values, and Attributes introduced two Brand Tools to help you develop the first building blocks of your strategic brand platform.

Today I introduce you an exercise that will help you identify your core customer target.  Your target is part of your brand positioning.  According to Jack Trout and Al Ries, the fathers of positioning, a brand should own a “position” in a prospective customer’s mind — one that reflects a company’s own strengths and weaknesses as well as those of its competitors.  Essential to creating a brand positioning is specifying who those prospective customers are.

I recommend more established, resourced organizations identify their core customer target by undertaking a needs-based segmentation research which involves using quantitative survey data and multivariate analysis to cluster customers into needs-based segments of different value by combining their attitudes and usage occasions.  (Learn more about needs-based segmentation here and in my book, What Great Brands Do.)

Start-ups and scale-ups can usually use a less data-based, more creative and simpler approach. You probably already have a sense of your core customers’ demographics (e.g., adults aged18-54) and category behaviors (what they currently buy, where they shop, what products/brands they use).  You might even know you want to target customers of a certain economic value (e.g., customers who spend $500+ in our category, companies that have more than 100 employees, etc.)

Your brand platform should describe your core customers with more distinguishing, meaningful characteristics — values, attitudes, needs, goals.  Sometimes it is difficult to get at these descriptors without some stimuli; other times, you might be struggling to achieve consensus about your target among different stakeholders.  One exercise to help you arrive at a clear, common understanding of your target is to create a Customer Collage.

Core Customer Target Exercise

In the Customer Collage exercise, your brand team members (see the previous post in this series to learn how to assemble your team) use a collection of magazines and each person is asked to:

  • cut out at least 6 images that portray your core customer target
  • be sure the images don’t just represent the target’s demographics — they should relate to their attitudes, lifestyles, values, drivers
  • use glue or tape to assemble their images into a collage
  • give their collage a “title” that captures the essence of the target

Then ask each person to present their collage to the team, explaining why they chose the images and title.  Once everyone in the group has shared, you should have a rich list of words and ideas.  Analyze, synthesize, and prioritize them to create a succinct description or short set of bullet points that describe your target.

example of customer collage

example of customer collage

A few tips for a successful exercise:

  • Select the magazines carefully — try to get titles relevant but not necessarily in your category (e.g., if you’re working on a healthy food brand, select fitness/exercise magazines or titles having to do with gardening or homemaking.)
  • Get multiple copies of the same magazines if you have a large group, so that multiple people can use the same images if they desire.
  • Ask people to talk about what images they deliberately did not include in their collage or images they were looking for but couldn’t find, and why — their explanations of these can be as illuminating as their descriptions of their collages

I have a couple more tools/exercises to help you Scale-Up Your Brand.  Look for the next installment in this blog series soon.

previous posts:

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Dr. Sally Cram, a consumer adviser for the American Dental Association (ADA), was responding to a recent Associated Press story headlined Medical benefits of dental floss unproven. In an interview with CNN, Dr. Cram referred to the ADA’s Mouth Healthy website, which makes the following points:

“Although recent news reports have questioned the benefits of cleaning between your teeth, using an interdental cleaner (like) floss is an essential part of taking care of your teeth and gums.”

“Also referred to as periodontal disease, gum disease is caused by plaque, the sticky film of bacteria that is constantly forming on our teeth.”

“When you eat or drink foods containing sugars, the bacteria in plague produce acids that attack tooth enamel. The stickiness of the plague keeps these acids in contact with your teeth and over time the enamel can break down. This is when cavities can form.”

“Flossing may also help prevent gum disease and cavities.”

And what’s good for your oral health is believed to benefit your overall well-being. As Dr. Cram explained:

“A prevailing opinion among the public for many years is that a tooth is just a tooth. Now we are understanding that when you have inflammation and disease in your mouth, the mouth is connected to your whole body, and inflammation can spread to the rest of the body.”

“If you have a history (of heart disease) in your family, you need to be a little more careful to make sure you are brushing (at least twice a day), flossing (once a day) and having regular checkups.”

Still thinking about whether you need to floss every day?

Dr. Mathew Messina, an Ohio dentist who is also an adviser to the ADA, had this recommendation for flossing skeptics: Brush first, then floss to see that brushing can’t get to all the food particles trapped between the teeth.

CNN, 8/3/16

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Ten years earlier, Arthur “Tom” Thomas was in dire need of a heart transplant. He received the heart of Michael Stepien, Jeni’s father, who tragically had been murdered.

While the two families had corresponded over the years, it wasn’t until the night before Jeni’s big day that they finally met. Jeni’s sister, Michelle, described the emotional meeting this way: “Just hugging him made me feel like I was close to my dad again, which on this day was perfect. It was what I needed.”

Imagine what it was like for Jeni, when Thomas took her hand and placed it on his wrist so she could hear the beating of her dad’s heart: “It’s just like having my dad here and just better because we get to share the story with other people and you know that other people see that organ donors do matter.”

Sunny Skyz, 8/7/16

The post Man Who Received Bride’s Father’s Heart Walks Her Down The Aisle On Her Wedding Day appeared first on The Good For You Network.

Wildlife filmmakers Beverly and Dereck Joubert speak at the pioneering TEDWomen 2010.

Wildlife filmmakers Beverly and Dereck Joubert spoke at TEDWomen 2010 about their commitment to saving Africa’s big cats from extinction. The biggest factor that threatens these majestic animals: trophy hunters.

Dereck and Beverly Joubert have been living in the bush in Botswana, making wildlife and conservation films together, for more than 30 years. Their films have shaped an intimate and profound narrative about the interconnected relationship among people, animals and the land, adding layers of understanding based on years of close and constant observation of animal behavior. (Their latest film, The Soul of the Elephant, was just nominated for an Emmy.)

This summer, TEDWomen host Pat Mitchell visited the Jouberts in one of the Great Plains safari camps and preserves they founded: Great Plains Conservation, launched a few years ago in Botswana and Kenya. Mitchell sends this timely report — Wednesday, August 10, it turns out, is World Lion Day.

Out on a game drive, from left: Dereck Joubert, TEDWomen host Pat Mitchell, Mitchell's husband Scott Seydel, and Beverly Joubert.

Out on a game drive at Great Plains Conservation in Botswana: From left, filmmaker Dereck Joubert, TEDWomen host Pat Mitchell, Mitchell’s husband Scott Seydel, and filmmaker Beverly Joubert.

On this visit, we talked about how much has happened since their 2010 TEDWomen talk about their Big Cats Initiative. I well remember how they stunned the TEDWomen audience, describing the shocking decline in big cat populations in Africa. They told us that the number of lions had gone from about 450,000 when they were growing up to less than 45,000 in 2010 – a literal decimation – with similar declines in cheetah and leopard populations. Sadly, they told me now, the number has declined even further since then, and is approaching 20,000.

The Jouberts told me they still receive hundreds of messages a week about their TED Talk. This talk, along with their films about the lions of Duba Plains and the leopards they’ve tracked over many years, have raised public awareness about the threats to the big cats: habitat encroachment; community pressure, where conflicts arise between animals and people; and, of course, the biggest single factor, hunting. The Jouberts helped lead the fight to ban hunting in Botswana, and as a result the animal population, including big cats, is increasing here.

But in many other countries in Africa – where big cats are an important attraction in the safari experiences that bring more than $27 billion a year into local economies – at least five lions are lost per day. Working with the National Geographic Society on the Big Cats Initiative, the Jouberts are committed to changing that.

Meanwhile, they told me, they have a new cat film in production for Nat Geo Wild — not about big cats this time, but the smaller ones, the ones we call “domesticated.” The film will explore behavioral links between the cats we pet and love in our homes and the cats we admire from a safe distance.

TEDWomen host Pat Mitchell shares this epic selfie along with a lion spotted at Great Plains.

TEDWomen host Pat Mitchell shares this epic selfie with a lion spotted at Great Plains.

At this year’s TEDWomen conference in October, I’ll be sharing updates, ideas and perspectives from the front lines of conservation, in Africa and in many other places. These battles to sustain our natural environments are being fought by champions like the Jouberts, who are seeking a better balance between us and the world we inhabit.

Main theater passes are still available for TEDWomen 2016, to be held in San Francisco October 26-28. Find out more about TEDWomen 2016: It’s About Time >>

A TED Talk from a war zone

A view over the Old Square of Homs, looking towards the Old Souk, taken from the remains of Marwa and Ghassan's destroyed architecture studio. Photo: Marwa Al-Sabouni, 2016.

A view over the Old Square of Homs, looking towards the Old Souk, taken from the remains of Marwa and Ghassan’s destroyed architecture studio. Photo: Marwa Al-Sabouni, 2016.

At the TEDSummit in June, we featured a talk by a young Syrian architect, Marwa Al-Sabouni. In it, she shares an important and original insight about how the roots of conflict can be traced, among other better-studied reasons, to misdirected and divisive urbanism. She offers the example of her own country, where violent conflict has been raging and spreading for more than five years now, destabilizing the whole region and driving millions of refugees into the neighboring countries and, more recently, Europe.

Marwa herself, however, could not travel to our conference to give her talk, because she lives in Homs, a city in the central-western part of Syria. Traveling outwards isn’t easy, to say the least, and there is no guarantee of being able to travel back. And with her family, she’s determined to stay despite the dangers.

Homs is today a half-destroyed city. Reporters have equated it to Berlin after World War II. Before the war, the province’s population was nearly 2 million people; it is down by more than half now. “Almost everyone we knew has left,” says Marwa, who’s 35. With her husband Ghassan, 43, and their daughter Naya and son Ayk (11 and 8, respectively), she’s among those who have stayed. “We were lucky: our house is still standing,” she adds candidly. The small architecture studio she and Ghassan ran in the center of town before the war, however, is a ruin, only rubble surrounding what’s barely recognizable as a whiteboard.

Marwa Al-Sabouni photographed earlier this year in Homs with her husband, Ghassan, their daugther Naya and son Ayk.

Marwa Al-Sabouni photographed earlier this year in Homs with her husband, Ghassan, their daugther Naya and son Ayk.

To bring Marwa’s idea to TED, therefore, we resolved to record the talk over the Internet. Which meant dealing with unstable connectivity, electricity cuts and background noise. More on that below.

I discovered Marwa Al-Sabouni during one of my “reading storms” last Spring. I’ve curated the TEDGlobal conferences for 11 years, as well as many other TED events, and in the process of designing the speaker programs I’ve come to develop the habit of doing research in waves. While I work with a first group of speakers, I collect books and field notes and clippings from newspapers, journals, blogs and social media about other potential speakers. Something would pique my interest online or offline. I would visit a lab or meet a scientist or artist and take notes. A TED community member would point me to something intriguing. All goes into a folder that, after a while, may contain ideas for dozens of potential TED talks. When enough ideas have accumulated, I then go off for a few days and “storm” (for lack of a better word) that folder, reading voraciously through a wide variety of topics and researching them with my assistant Katerina Biliouri, establishing priorities and connections and imagining possible narratives. That’s how the speaker programs come together.

One of those articles was a profile of this young Syrian architect who had just published a book written during the war, while living in the middle of, called The Battle for Home. I picked it up and read it, and found, first, an amazing story of courage and resilience, of insight and hope. But the core of the book is a convincing study on how communities move apart, mixed urban fabrics turn into segregated islands, and living together morphs into sectarian hatred. The Syrian war has many roots — political, social, religious and economic. Marwa’s book highlights another cause that has been overlooked: the role played by decades of mismanaged architecture and divisive urban planning. A sentence from her talk summarizes her main argument: “From my point of view, losing the sense of belonging to a place and the sense of sharing it with someone else has made it a lot easier to destroy.”

Page after page, it became obvious that there was a potential TED Talk here. Not only for the provocative originality of her insights. Her reasoning also maps with similar developments in other parts of the world — reading some chapters of her book, it’s easy to think for instance of the marginalized suburbs, the banlieues, of Paris or Brussels. Furthermore, understanding how divisive urban planning can create divisions in society may be the only way to prevent this kind of bad planning from happening again.

While the book was fascinating, I didn’t know whether Marwa could tell the story in the form of a talk. A friend who’s published by the same house introduced me to her publisher, Thames & Hudson in London, who after a discussion put me in touch with her. We started emailing, then talking over video calls, and I learned to know a brilliant, optimistic, very articulate woman. She told me that life and economic activity have been slowly coming back to the least-destroyed parts of Homs since the beginning of the year. Ghassan, Marwa and their kids live on a second-floor apartment overlooking rows of small shops and workshops. When the war broke out, they were mostly relying on Internet cafés for their electronic communication, but the fighting took connectivity with it for long stretches of time, and power blackouts weren’t kind to the computers. Only a couple of years ago they got a friend to bring them a laptop from the UAE, and managed to set up a capricious connection at home.

While working on successive drafts of the talk, which focuses on architecture, the conversations were often about daily life during the war. “From 2012 to the beginning of 2015, fighting was very intense. Bombing and shelling were relentless. We almost learned to differentiate the weaponry just by their ‘tone’. There were snipers. At times even birds and cats had fled the city,” she told me. While their studio was right where most destruction happened, their home was in another neighborhood, a less-targeted one. “We got a few bullets inside the kitchen, broken windows from the shock of shelling. We spent most of the time indoors and never went out after dark. When the walls shook during the night, we called it a ‘noisy night.’ Garbage filled the streets. The cold winters were colder without heating — there was no fuel, and only a few hours of electricity which, like water and gas, was scarce and expensive. At a certain point, these essentials became the only things people talked about: how to find them, how to cope.”

“There were times when we had to bathe using a pot, and read using candles” until LED batteries arrived. People who were sick got sicker because hospitals weren’t functioning, “and the Red Crescent with its humble resources was the main help.” Ghassan and Marwa had no car, but those who did “struggled to find gas, and often it would be mixed with other substances, thus ruining the engines, for which there were no spare parts.” That statement applies more generally to almost any kind of goods. “If they existed,” she says, “the quality was very bad, the prices very high, and the one who had them generally had very bad manners.”

To pay those prices — to keep going during the worst period of the war — Ghassan scraped together some small income and his brother sent help from abroad, and the family drained their small savings.

In late 2015, things in Homs started getting gradually better, with a ceasefire agreed between the government and the rebel factions. “Until last year, clothes were mostly damaged or second-hand, people would buy a pair of torn pants and fix them. Now there are more goods, those who had stalls in the old city market now sell off shacks on the streets. The quality is still bad though.” There are now makeshift hospitals, schools and other facilities, mostly located in the residential buildings that are still standing.

The obvious question at this point is: have Ghassan and Marwa ever thought of leaving, like so many others? “No. We believe that staying was the right choice for our family,” she said, making me marvel at their bravery.

It is absolutely remarkable that Naya and Ayk managed to never miss a day of school despite the war, thanks to the presence of a small school very close to their home. They now attend a bigger one farther away, and “are both very good”, says their mother. Before the war, they were into art. Naya took violin and drawing lessons, Ayk preferred the piano, “but all had to stop because there were no more good teachers and no instruments”. Marwa has recently started teaching architectural design to second-year students at a private university in Hama, about 40 kilometers from Homs (the main road is now blocked and she has to take a much longer detour). Ghassan juggles several small jobs to support the family, including a tiny bookstore that he and Marwa opened recently, having found a way to procure books every few weeks from a handful of publishers, mostly in English, through a wholesaler in Damascus. “We’re making a little money from it, enough to keep it going, but our main goal is to make a small cultural contribution to restoring some normalcy in the town; people tell us that they see it as a sign of the worst being over,” she told me during one of our conversations.

A few weeks before the TEDSummit, with our video team in New York, across seven time zones, we made several attempts at recording Marwa’s talk, over the Internet, from her home in Homs. We tried at different times of the day, because the quality of the connection would vary greatly. We used different types of videoconferencing software. At moments, Marwa’s voice would disappear for a few seconds, the light would change in her home, and a new noise would signal that the grid had gone off and the generators had kicked in. At other times, connectivity was so bad that it was impossible to distinguish Marwa’s words. Making the recording more difficult were the noises of the town, the honking of cars and the racket of trucks. But accustomed to poor connectivity, she persevered, speaking to us — to the old camera attached to her laptop — over and over, with Ghassan helping out to make sure things were working at their end.

We finally got the full talk onto our hard drives. She appears in her living room, wearing a purple headscarf, against the backdrop of two framed drawings by her children. We had to apply filtering software to improve the quality of the sound. Our video editors added photos and images, some of them aerial shots of the city, courtesy of UNHCR. And the brilliant TED volunteer translators worked fast to get the first subtitles (in Arabic, of course) ready before the talk was screened at the conference (in the meantime, nine other languages have been added).

It is an important talk. Fully worth 10 minutes and a half of your time. Watch it here.

Bruno Giussani is the European director of TED and the curator of TEDGlobal and TEDSummit.

Ten years earlier, Arthur “Tom” Thomas was in dire need of a heart transplant. He received the heart of Michael Stepien, Jeni’s father, who tragically had been murdered.

While the two families had corresponded over the years, it wasn’t until the night before Jeni’s big day that they finally met. Jeni’s sister, Michelle, described the emotional meeting this way: “Just hugging him made me feel like I was close to my dad again, which on this day was perfect. It was what I needed.”

Imagine what it was like for Jeni, when Thomas took her hand and placed it on his wrist so she could hear the beating of her dad’s heart: “It’s just like having my dad here and just better because we get to share the story with other people and you know that other people see that organ donors do matter.”

Sunny Skyz, 8/7/16

The post Man Who Received Bride’s Father’s Heart Walks Her Down The Aisle On Her Wedding Day appeared first on The Good For You Network.

60 percent of B-to-B marketers attribute a revenue growth of 10 percent or more to account-based marketing. With this much effectiveness, it’s time to run down the account-based marketing checklist and launch your own ABM strategy.

The ANA recently released its Media Planning & Buying Services Agreement to help marketers, among other things, to address the non-transparent business practices described in the ANA K2 Report. In this webinar, Keri Bruce, from Reed Smith LLP, ANA’s General Counsel, helped advertisers wrap their heads around the new contract template and provided key tips on how to best assess and incorporate transparency into their agency agreements. This webinar provided important insights that legal counsel, procurement professionals, CFO’s and other key stakeholders responsible for agency contracts need in order to best protect the interests of marketers and their shareholders.



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Creative Credits:
Agency: W+K Portland
Group Creative Director: Craig Allen
Creative Directors: Brandon Mugar / Tim Roan
Copywriter: Jonathan Marshall
Art Director: Helen Rhodes
Integrated Executive Producer: Erika Madison
Senior Producer: Erin Goodsell
Account Team: Phil Williams / Drew Widell
Executive Creative Directors: Mark Fitzloff/Susan Hoffman
Production Company: Biscuit Filmworks
Director: Noam Murro
Managing Director: Shawn Lacy
Executive Producer: Rick Jarjoura
Producer: Kathy Rhodes
Heads of Production: Mercedes Allen Sarria / Rachel Glaub
Director of Photography: Simon Duggan
Production Designer: Bruce McCloskey
Editorial Company: Arcade
Editor: Geoff Hounsell
Managing Partner: Damian Stevens
Executive Producer: Crissy DeSimone
Head of Production: Kirsten Thon-Webb
Senior Producer: Adam Becht
Assistant Editors: Dean Miyahira / Andy Trecki
VFX Company: The Mill
Executive Producer: Enca Kaul
VFX Producer: Anastasia von Rahl
Creative Directors/Set Supervisors: Robert Sethi / Chris Knight
2D Lead: Chris Knight
3D Lead: Gawain Liddiard
2D Artists: Tim Bird, Ed Black, Krysten Richardson, Joy Tiernan, Don Kim, Yukiko Ishiwata
3D Artists: Blake Sullivan, Jason Monroe, Ed Laag, Itai Muller, Jason Kim, Dave Vander Pol
Production Coordinator: Alana Giordano
Grade: Company 3
Colorist: Siggy Ferstl
Executive Producer: Ashley McKim
Producer: Matt Moran
Music: Mutato Muzika
Composer: Mark Mothersbaugh
Engineer: Bradley Denniston
Producer: Natalie P. Montgomery
Mix: Company Lime
Engineer / Sound Designer: Rohan Young
Executive Producer: Susie Boyajan


In JR's latest work, a Sudanese high jumper curves around a building in Rio's Flamengo district. Photo: Courtesy of JR

Sudanese high jumper Mohamed Younes Idriss had to miss the Olympics this year because of an injury. But he towers over Rio de Janeiro, his back curving atop a high-rise building, in JR’s latest large-scale work. Photo: Courtesy of JR

A Sudanese high jumper towers over Rio de Janeiro, arching over a 25-story building in the Flamengo district. A triathlete plows through the waters of Botafogo Bay, mid-stroke, her wingspan as wide as a city bus, while a giant diver shows us the soles of his feet as he leaps from the stone jetty in Barra da Tijuca. Meanwhile, a truck disguised as a camera is circling the city, and a fat silver moon is taking shape atop a favela cultural center. It looks like JR is back in town.

Artist JR, winner of the 2011 TED Prize, created these three massive athletes — he calls them the “giants” — for the Rio Olympics, along with a city-wide Inside Out photo campaign that will shoot street portraits throughout the Games.

JR is known for his large-scale black-and-white wall pastings, but the “giants” represent a new technique for him — they’re suspended in the air on scaffolding, in vastly ambitious site-specific works that took almost a year to plan.

To create the gargantuan image of French triathlete Léonie Périault powering her way through Rio’s Botafogo Bay, JR wrote on Instagram, his team fought like an athlete with the navy so that this piece could be in the water. Photo: Courtesy of JR

To create the gargantuan image of French triathlete Léonie Périault powering her way through Rio’s Botafogo Bay, JR wrote on Instagram, his team “fought like an athlete … so that this piece could be in the water.” Note the tiny figures in the boat in foreground for scale. Photo: Courtesy of JR

JR feels strong ties to Rio; his classic work “Women Are Heroes” speckled the city’s hillside favelas with photographs of women’s eyes. Watching the Olympic Games here is especially meaningful to him, he wrote on Instagram before the Opening Ceremony: “Eighty years ago the Olympics happened in Berlin. Hitler wanted to use them to demonstrate the supremacy of the Aryan race. Today they will open in Rio de Janeiro, Brazil, a ‘mixed race’ country. Even though Brazil is going through political and economic turmoil and the necessity of the Games at this moment can spark controversy, the Olympic spirit will joyfully be welcomed.”

JR has also brought his TED Prize wish to the games. The Inside Out photobooth truck is parked at Praça Maua through 14 August, and will then spend a week inside the Olympic Village, right up until the August 21 close of the Games. Passersby line up to have their portrait taken, and then paste it on the ground, creating a patchwork of images representing people from all parts of the world.

Seeming to leap from the quebra mar (jetty) in Barra da Tijuca, here's the back view of diver Cleuson Lima do Rosario, a Brazilian athlete who now lives and works in France. Photo: Courtesy of JR

Seeming to leap from the quebra mar (jetty) in Barra da Tijuca, here’s the back view of diver Cleuson Lima do Rosario, a Brazilian athlete who now lives and works in France. Photo: Courtesy of JR

JR brings Inside Out to Olympic Boulevard. Photo: Courtesy of JR

JR brought the traveling Inside Out photobooth truck to Olympic Boulevard, pasting the faces of global passersby on the street for all to see. Next week it moves to the athletes’ home base in Olympic Village. Photo: Courtesy of JR

JR stands atop an unusual art space, soon to open in Rio. Photo: Courtesy of JR

JR’s team is also busy building a silver structure shaped like a fat crescent moon over Casa Amarela, a favela cultural center the artist helped open nine years ago. He hopes that artists will hold workshops in this unusual space. Photo: Courtesy of JR