Revolution of Influence

I've always felt strongly that thoughts and ideas are the great equalizer of brands. No longer do we live in an era where only the largest of companies dictate their degree of influence based on how much money they spend to get in front of more eyeballs with one more 1-way message that's all about them.

The greatest influence can now be in the hands of the most helpful, transparent and personal brands of the world. Are you ready to be one of them? Caliber's Revolution of Influence blog aims to equip you with the strategies, content know-how, tools and trends to find the path that catapults you to newfound success.

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I recently came across a firm that claims supreme expertise in brand strategy, content, graphic design, web development, SEO, advertising, public relations, video and business operations.

Oh really. Is that all?

Some web development firms say they are also experts in SEO. Fair enough. But oh, by the way, they also do content and graphic design and strategy too.

My, where do you ever find the time to be absolutely brilliant in these five different areas at once?

You’re Ignoring This Client The Most.

Posted by on in Positioning
There’s a popular excuse that many agencies make for themselves when it comes to developing their own brand that has to do with “the cobbler’s shoes” and basically how we’re all like a shoemaker who makes shoes for every customer except his own children. I should know. I used to make this excuse myself. But with a semi-embarrassed grin that was actually more of a badge of courage, gosh darn it, you’ve got to service those clients that pay the bills!

I’d keep making this excuse over and over as if someone would take pity on me, “Wow, it’s so admirable that he services all those clients but doesn’t do anything for himself.”
Smaller institutions may leverage outrage behind “Occupy Wall Street” and “Bank Transfer Day” to their advantage if they know how to act instead of analyze.

You’d like to think they saw this coming. You’d like to think they wouldn’t be surprised. And at the end of the day, I’d expect the biggest banks in America, including Chicago’s, to still be standing tall. Yet the movement known as “Bank Transfer Day” is gaining momentum and it’s important for all of us to note the new speed with how audiences mobilize, no matter where we stand on the issues. For marketers of financial products and those of us who advise them, it represents an opportunity to listen to audiences and pause before considering what to do in the name of getting more money from customers without giving them something in return.

What happens when your leader IS your brand?

Posted by on in Positioning
Most of us have bosses. Some of us have great CEOs. And a very precious few of us have what can only be referred to as a legend – the kind of iconic visionary who is responsible for making the brand what it is today in the eyes of many.

Of course, nobody is immortal. Time ensures we all move on, whether it is due to a new job, retirement or (not to be morbid), expiring. The challenge Apple faces today in the wake ofSteve Jobs’ resignation as CEO (but he is staying on as Chairman) is no different than what Chrysler had to face in the post-Iacocca era, Ogilvy had to face without David Ogilvy, Disney without Walt or what Virgin will face when Richard Branson steps away someday. These are imaginative, charismatic, exciting people who not only shaped the foundation of their companies but have had influence far beyond it for managers in all kinds of industries. They are not just people associated with the brand. They ARE the brand.
As someone who worked on the State Farm account for a few years, I view the company’s latest concept with more than a casual interest. The company with the familiar “Like a good neighbor…” jingle is about to launch an entirely new retail idea smack dab in the middle of my neighborhood in Lakeview. And at least at a first glance, I think they’re on to something good that more in the insurance industry might want to take a closer look at doing themselves.

State Farm Next Door opens August 1st and the concept is a more open, casual community space that offers free Wi-Fi and coffee (via its Next Door Cafe) as well as personalized coaching/small group classes on financial matters that range from paying off student loans to learning how to budget your finances.
  • "Dan is not only a person with creative ideas, he is a professional with high intelligence and integrity. He has tremendous energy and technical acumen. Dan is is focused and loves what he does...creating brands and building relationships. He is always willing to offer a helping hand and brings a strong dynamic to any team he is on. I highly recommend Dan to any company that is seeking exposure, growth, financial results and brand development."

    Chadia Meroueh, V.P., Auto Tech and Body
  • "Dan did a great job crafting our website's language as well as developing our brochure. His work was top notch and very impactful. We really appreciate the way he worked his "magic." Dan has our strongest recommendation."

    Michael Casaburi, CEO at Revulus Growth Partners
  • "I hired Dan to freshen up the writing on my website, and am delighted with the results. Dan GOT what my consulting business is about in a way that I hadn't experienced from anyone outside my field! More importantly, he was able to take that understanding and write clear and compelling language about my services – AND suggest format changes to the site to make it more effective. I highly recommend him."

    Dina Petrakis, Renovation Coach, Littlerock Construction, Inc.