Posts Tagged ‘Bill Hatling’

Is your brand vulnerable in a social media world?

By Bill Hatling, March 5, 2010
Bill speaking at the Chamber's "Lunch Time Learning"

Bill speaking at the Chamber's "Lunch Time Learning"

As companies voluntarily join or are unwittingly dragged into social media, their brand is being exposed to greater pressure than ever before. Brand Vulnerability is at an all time high as consumers have adapted to new digital tools faster than companies. At a recent “Lunch Time Learning” held at the St. Cloud Chamber, Bill Hatling spoke about the reach of social media and offers practical steps for businesses to confidently enter the social media environment.

For slides from the presentation, click here.

Is it time to brush up your brand? Part 2

By Bill Hatling, February 1, 2010

After last week’s blog posting, how did your brand clean up? Here are five more questions to see if it’s time to brush up.

Have you acquired new companies or shed divisions?
When your company acquires new ones or divides, it may mean a shift in business strategy or it may not. Regardless, it may mean you’ve left your brand behind.

Has your revenue growth stalled?
If your category is dying, you can’t necessarily blame poor performance on your brand. But if your sales growth doesn’t match your category’s growth – and it hasn’t in awhile – it could be time to overhaul your brand.

Has your market changed around you?
Lots of new players, new developments and new customers in your market? Your brand may be well-positioned to take advantage. Or it may not. Time to figure it out.

Has your senior management restructured?
Brands belong to the people, but brand development begins at the top of the food chain. When there’s a lot of change at the top, there’s bound to be some confusion below. A strong brand development process is a great way to get everyone on the same page.

Has your company turned 20 years old?
Okay, this one belongs to my friend Jim Hughes, of the Brand Establishment, who’s been doing this a long time. Jim swears a high percentage of established companies that come to him for his brand development expertise are about 20 years old. Why? His hypothesis is that at about the 20-year mark many companies find they’ve lost their focus, the market has changed around them and maybe there’s been some senior management change. Whatever. Maybe it’s like the 17-year locust or seven-year itch. But I’m guessing that if your company’s about 20, some of the other nine clues are making themselves evident.

So where does your company stand? Healthy brand or unhealthy? For most successful companies, working on brand building – understanding it, delivering on it, communicating it, measuring it – is an all-the-time thing. If your organization has a clear vision of your brand and is acting on it, you’ve probably already stopped reading. If not, you’ll probably find yourself nodding yes to a number of the clues; it may be time.

Is it time to brush up your brand?

By Bill Hatling, January 25, 2010

Brand position and brand value are always topics that draw a lot of interest. From the CEO on down, the brand is important, and most organizations get that. With the current economic times being what they are, marketing professionals need to pay attention to how the brand is perceived in the marketplace. Has it lost some of its glow or have things changed in the organization? Has the industry you serve changed? If you answered “Yes” to any of these questions, read on, maybe it’s time to brush up your brand. Over the course of the next two blog postings, we will address this topic and point out 10 unmistakable clues that could point towards your need for brand development.

Have you lost market position?
If you were number one 10 years ago and number three now, there may be a number of things to fix. Tinkering around the edges won’t get you back to the top spot. Start with your brand.

Are your marketing investments delivering diminishing returns?
You’ve done media advertising, direct mail, and SEO. You’ve invested in CRM and new collateral. But no matter how much you spend, you get just about the same results. Sure, the world of media is changing. But could the big problem be your message? New executions and new media won’t fix it. Time to pay attention to your brand.

Are you dissatisfied with your logo?
Everyone gets tired of their logo at some point, just like we get tired of the same old clothes. In most cases you’re probably best advised to leave it alone (the logo, not the wardrobe). But if your logo doesn’t seem to fit who you are, and you don’t quite know why, it’s time to ask yourselves what your brand’s all about. And you’d best figure it out before you redesign the logo.

Are you dissatisfied with your name?
Your name is kind of like your logo; if it doesn’t fit, you need to know why. Funny thing, in the course of brand development you may decide it makes sense to retain your name, but you’ll find yourselves becoming a company it fits better.

Has there been change in your business strategy?
Your brand strategy is the “face” of your business strategy. So it almost goes without saying that a significant change in business strategy should provoke a long hard look at your brand.

Stay tuned for more tips on brushing up your brand.

Four Generations – One Workforce

By Debbie Morrison, December 2, 2009
Bill. The big baby boomer.

Bill. The Baby Boomer.

How many times have you secretly rolled your eyes at a co-worker? Or battled to get your point across to a room full of people unwilling to listen to your perspective? Do you hate feeling like you’re being micro-managed?

You’re not alone.

Go ahead and blame it on your parents because you’re a product of the generation you were born into!

For the first time in history, there are four generations in the work force. And these players are different than ever before. We have a workforce that is increasingly diverse in age, experience, work styles and backgrounds. This is why understanding generations and how they work is critical. Today’s 25-year-old Millennial worker is not the same as a 25-year-old Generation X worker was 10 years ago or a Baby Boomer 20 years ago. There are distinct differences that must be understood – and appreciated.

Check out where you fall into the generations, and see if some of the traits are characteristic of you.

Tradionalists
Birth Years: Pre-1945
Population Size: 75 million (25% are still in the workforce)
Traits: conservative, fiscally prudent, loyal, faith in institutions, sensitive to minority positions, masters of policy, committees and processes, trust credentialed experts.
Communication style: administrative, policy-oriented, letter of the law, masters of the expert opinion, think tanks.

Baby Boomer Debbie. True to her description.

Baby Boomer Debbie. True to her description.

Baby Boomers
Birth Years: 1946-1964
Population Size: 80 million
Traits: ambitious, idealistic, strong work ethic, highly competitive, multi-taskers, value vision and mission, believe in the importance of personal indulgence over institutional might.
Communication Style: megaphone, brilliant message crafters, good creators of content that aligns to purpose and values with appeal to higher purpose and meaning.

Generation Xers
Birth Years: 1965-1981
Population Size: 46 million
Traits: independent, resourceful, adaptable, value pragmatic, realistic approach to daily life, now-oriented, skeptical, distrust institutions.
Communication Style: independent, not connected to an organization, focused on micro-subjects and personal expression of style work, masters of the internet, blogging and publishing resources.

Alissa, a cusper, is quite tech savvy. She feels right at home between Generation X and Generation Y.

Alissa, a cusper, is quite tech savvy. She feels right at home between Generation X and Generation Y.

Millennial (Gen Y or GenNext)
Birth Years: 1982-2000
Population Size: 76 million
Traits: tech savvy, environmentally conscious, open minded and accepting of differences, socially conscious, value team, cohesiveness and their special mission as a generation.
Communication Style: upbeat, rally together, focused on the activity and approval of their peers, masters of mobile and hand-held devices.

I think the conclusion is clear, awareness is half the battle – understanding the unique traits of each generation and what makes us all different.  So, instead of rolling our eyes about the generation gaps let’s embrace the many benefits of our multi-generational workforce and work together to create a dynamic work environment – but that’s just our opinion as an entitled, lazy, tech savvy Millennials.

So which Generation are you a part of? And what generation dominates your work place?

The co-authors, Brooke and Andrea. Both Millennials.

The co-authors, Brooke and Andrea. Both Millennials.

*Learn more about the generational divide by reading When Generations Collide by Lynne Lancaster and David Stillman.

Stop wondering. Start Knowing.

By Josh Hoffman, October 29, 2009

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Remember to register by Friday, October 30th for the KNOW Digital Marketing Seminar! There is
no cost to attend but registration is limited.

Finding your customers in the digital maze
Thursday, November 5th, 2009
8:00 a.m. – 11:30 a.m.
Coyote Moon Grille/Territory Golf Club – lower level
St. Cloud, MN

For more information visit: www.hatlingflint.com/know

Learn about proven, measurable methods you can use to integrate marketing efforts with your
customers’ digital lifestyles. We’ll show you how to harness the potential of digital media by
putting your brand in the right place at the right time and getting your audience  to act.

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Video from the 2009 HatlingFlint Client Party

By admin, September 30, 2009

2009 HatlingFlint Circus Party

Branding Your Transit System: September 21-23

By Bill Hatling, September 11, 2009

Bill_HiRes2Bill Hatling will be speaking at the 2009 Minnesota Public Transit Conference www.mpta-transit.org to be held in Duluth September 21 – 23. He will be conducting a workshop on the topic of “Branding Your Transit System” with participants from transits systems in Minnesota and Wisconsin. Bill is a Certified Brand Strategist receiving his designation from The Brand Establishment www.brandestablishment.com and is one of 30+ agency principles from around the United States to carry this distinction. Participates will rate their system brands www.hatlingflint.com/reportcard/ after which they will learn what they need to do to differentiate their systems.