inspiration

The importance of brand “appeal”

More and more, I like the word “appeal” and its implications for marketing and facilitating the building of relationships.

The definition of “appeal” (according to the World English Dictionary) is “the power to attract, please, stimulate, or interest.” So, if we apply that to marketing, it means thatbrands that think in terms of “appeal” are more likely to try to attract, please, stimulate, and provide interest for the consumer — all behaviors of engagement, which is the foundation of relationships.

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How SXSW Inspired Me

As I am flying home from my first SXSW, my mind is reeling. Spinning really. Having worked in digital development and communications for 15 years, I’ve been to dozens if not a hundred conferences. But never has one affected me so profoundly. To be immersed in a creative, collaborative and hyper-connected environment was amazing.

In many ways, it was like I walked out of Plato’s cave for the first time only to wonder that despite all of my experience and exptertise, have I spent 1.5 decades merely looking at the shadows on the walls. There are too many experiences and ideas rattling around in my head than I could really convey and share at this point. But one feeling that I have to share is a bit of sadness. I feel supremely inspired, but with that comes a bit of depression.

I have dozens of learnings and lessons to apply at McDonalds. Dozens of news tools and techniques that I master, both personally and professionally. I am awestruck by the possibilities of online learning to fix so many maladies of both our educational system and the flaled local funding systems that support them. I want to join more boards. Volunteer at charities. There are three startups that I want to start up. Which is exactly where the depression comes in. I have but one life to live. I am bound by that infinite and infernal curse of having a mere 24 hours in a day. I miss my sons terribly and already feel like they are growing up without me.

I want to jump and learn and discover and build. I also want to cry when I think of the many thousands of miles that both currently and in the future will separate me from my family. This is far from a lament. This is an opportunity. If my experience in Austin taught me anything, it is that we are living on the precipice of a new age where any problem is solvable. It is up to me to define the problem and find the solution.

SXSW 2012 is a year away. That is 365 days to see if I can solve both problems I see and ones that I have yet to fully define and comprehend. Both personally and professionally. So expect a new focus on my blog. I don’t necessarily want to write more (because forced blogging could be yet another burden to shoulder) but I want to write better. I want to develop a focus that applies the lessons of the last four days into methodical and focused journey to fixing these problems. I welcome thoughts, tips and general sharing as I count down the 365 days until the next Austin moment.

Rick Wion

Step aside, Aspiration… INSPIRATION is the way to go

Forget Aspiration in the years ahead… the new challenge is to give customers INSPIRATION for your brands and products.

I’m not suggesting we throw away our sales and marketing goals (aspirations), just that we give more value to the concept of INSPIRING our customers as a valid marketing tactic.

If your organization’s internal focus is on easily-measurable metrics, that’s the message that will leak out to your customers – that each customer is just another number toward your goals.  If your focus is instead on INSPIRING your customers, they will feel that difference and want to engage with your brand and your products.

I state this as a challenge because it is not easy to inspire someone, especially when the digital atmosphere is overloaded with competing messages now that brands can so easily share their messages through social media.  Your brand needs differentiators now more than ever, but if you can INSPIRE your customers, you will get – and keep – their attention.

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