Dan Gershenson

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’m pulling my money out of the market. I can’t take it any more. I’m content to put it in the bank and get my 1-2% back. At least I know what I’m dealing with.” 
– Father of two, interviewed on ABC7 News, Chicago

There, in that brief snippet of man-on-the-street insight, I realized that the most of intelligent of banks need to embrace what they do best (usually): Provide a relatively safe investment that don’t have wild swings up and down.

10 Keys To Maintaining Your Brand’s Soul

Posted by on in Strategizing
The idea of greater sales sounds, well, great. But when you think about expansion, have you considered what the consequences of what the move is going to be on your brand, your culture, your people? Many companies don’t. There’s no reason why sales should be on the opposite side of these considerations, especially when it doesn’t have to be.

With this in mind, I created a checklist that can help you decide if a company sale, increase in hiring, large investment in equipment, new distribution channels and ramping up of production will come at the expense of your brand.
We in the advertising and marketing business like to reminisce about our own industry as much as anyone. We like to look back on the work of Bernbach, Burnett and Ogilvy in reverence. We talk about the “Think Small” ad, the “We Try Harder” ads for Avis, the Levy’s Jewish Rye ad and the man in the Hathaway shirt. I love those classics too.
As he was pondering the idea of expansion many years ago, the late Jay Chiat of southern California ad agency Chiat-Day once thought, “Let’s just see how big we can get before we get bad.” As such, the volume of work increased, the agency grew and although there were still “home runs” of memorable work in the bunch, it could be argued there were fewer of them.
As I started to make my way up Diversey Avenue, I heard the clamor of a jazz band playing near Trader Joe’s grocery store.  That couldn’t be coming from State Farm, could it? Surprisingly, it was. And already in that moment, I think that maybe, just maybe, I experienced a small piece of what State Farm is striving to do with its new community-based effort, State Farm Next Door.

The "teaser" wall is down. We're going in.
A couple months ago, I heard Chicagoland Chamber of Commerce President Jerry Roper tell a story of how Mayor Richard J. Daley (that would be Chicago’s first Mayor Daley for history buffs) used to instruct staff members closest to him to always carry a pad of paper with them. That way, when they saw something in their daily lives such as a pothole in need of fixing, they would jot that down and give it to the Mayor. I’d like to think the pothole in question then got promptly fixed.

I can also remember Newark Mayor Cory Booker speaking on Piers Morgan’s program on CNN about how he successfully used Twitter this past Winter to quicken emergency response times toward those residents trapped by a snowstorm.
The relationship and chemistry side of our business is routinely undervalued for its role in how companies make decisions to stay with an agency. Here’s the truth: Yes, companies choose agencies and stay with them because they produce results. But also because…theylike them.

Oh, but nobody could ever say that. Everyone has to appear emotionally impartial and objective. Anything otherwise wouldn’t be proper.
There used to be a time when country clubs and golf clubs could mention who their course was designed by, show some great aerial photos of the course and rely on that to do much of the heavy lifting for drawing interest.
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A thought today that inspires me from Chicago-based 37 Signals.

Rather than add on, think about what you can strip away and simplify to make the experience of working with you more enjoyable for your audience.

Innovation via undoing complexities your customers face. What a refreshing concept in this perpetual “add on” world of ours.

When people have come to me over the last several years with an idea that will launch a new product or service, their minds often start to race with product line extensions, offshoots and even selling the company. All before anyone on Earth knows about them.
As the State Farm Next Door launch here in Chicago nears, I’ll post other thoughts from around the web here that are relevant. In fact, I thought I’d share this recent blog post fromBrains On Fire, a South Carolina-based agency, on Next Door (they were also nice enough to throw some kudos our way here at Chicago Brander in the process). From a strategical standpoint, their post gives some reinforcement to what I’ve heard in many of your comments on my earlier post that the “selling without selling” approach is not just a feel-good method but a sensible and realistic one for this audience when it comes to planning their futures. Enjoy.
As a bookend to my other post this week on who doesn’t belong in the brainstorm room, your mission isn’t done when you have a collection of people who could generate great ideas. You also need to be able to recognize a great idea. I wouldn’t begin to suggest that this is easy nor would I suggest every idea I ever had was great. But I can say that by now, I’ve found there are a certain factors at play that help enhance the chances of building a better idea as well as factors that almost doom ideas from the start.
“OK, everybody. Come on into the brainstorm room/conference room and let’s talk about (Insert Initiative Here). We’re going to need to generate some ideas.”

Whoa, whoa, whoa. Let’s take that a step back. As it turns out, the process of cultivating ideas isn’t for everybody. It’s not an automatic right based on title. I think what we forget about brainstorms is that we’re so focused on getting to the quality of the idea that we forget that in getting there, there needs to be quantity (this is a separate post in itself). The minute you brainstorm, you’re turning on a faucet at one speed: Fast. When you have these 3 types of people in the room, you’ll slow the pace to a trickle, if not shut it off completely. Let’s meet them, shall we?
By now you’ve probably been bombarded with enough posts elsewhere on Google Plus, so you’ll be glad to know this isn’t one more of them. Because what I’m writing about has wider implications than just one tool. It has to do where your entire brand lives in the social media realm.


I’ve come to the conclusion that clearly in terms of social media we should all be on TumblrGoogTwitBookTube.
I can recall viewing Darren Clarke on the cover of a now-defunct golf magazine a few years back, with a stogie in his mouth, smiling and speaking inside the interior of the mag of his love of Guinness. And when Clarke won the British Open today, it got me thinking about why this man is so beloved, certainly in Europe and really much further than those boundaries. We can learn a lot about personal branding in his triumph and journey to this point.

#1: He is relatable to the people who are his Fans, who see bits of themselves in him.
More than once, commentators over the last few days asked that very question to Clarke himself and his reply was essentially that he was the “Everyman.” Clarke drinks. He smokes. He drives fast cars. He loves his family and is intensely loyal to them.
A music service that I was waiting to land here from Europe has finally arrived and from playing around with it in a short time, it was worth the wait. Spotify enables you to play basically any track of music you like for up to 20 hours per month, for free. There’s also a nice social component to Spotify that allows you to share tracks with others on Facebook or Twitter.
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.
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.
A rather stunning irony occurred to me as I was thinking about the latest tool Google is introducing, Google Plus.

For all the tools I use from Google, I don’t believe I ever got extraordinarily excited about using them before or during the time I’ve actually used them.

Don’t get me wrong. I’m a fan of certain tools and highly recommend them. In particular, I regularly use Google Calendar, Gmail, Google Reader and Google Alerts. I’d even describe them to others as “great.”

What’s the Plus Side, Google?

Posted by on in Media Trends
The concept of the phrase, “Facebook competitor,” almost makes you giggle at this point. Kind of like staring into the Grand Canyon and imagining then and there what could be better. Oh sure, there are other picturesque places. But it’s pretty hard to imagine them being more beautiful than what you’re looking at right now.

Facebook isn’t always beautiful. Far from it. But what it does have are a boatload of relationships between existing friends and family members. And that’s going to be pretty darn tough to break.
I used to hate web banners with a passion – not the kind that sit at the top of the page or to the side, but the ones that literally scrolled across the text I was reading. These are perhaps the dumbest form of interruption marketing I can think of. If you really want to tick someone off into not buying your product or service, this is a great way to go. Essentially you’re saying: “We know what you were reading may have been amazingly important to you but we will prevent you from reading it – at least for a few seconds – until you click the “x” to remove our ad.”

Thank you for letting me get that off my chest.

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  • "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.
  • "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

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