YOU ASKED FOR IT

“One man’s toxic sludge is another man’s potpourri.”(Max barks)

“I don’t know, it’s some kind of soup.”

—The Grinch

December 17, 2014MOBILE’S STILL ON THE MOVE

BRAND OBSERVATIONS OF THE DAYFrom my random collection of info sources, here are some highlights related to the brands of our times...

• 30% of all Black Friday online revenues came from mobile devices this year according to Custora. Last year, it was 22.5%. Don’t like mobile ads? You ain’t seen nothin’ yet!

• Wondering how to improve the impact of your “Welcome” email to new customers in your database? Try a coupon. Turns out they have a 2.5x higher transaction rate than those that don’t according to MarketingProfs.

• AudienceSCAN says that 14% of U.S. adults use online auctions like eBay and DealDash. (Now do I hear 15%?)

• Forbes recently featured “11 Of The Best Strategic Brand Partnerships in 2014.” Very interesting the way unrelated brands and/or what may even seem like competing brands reaped benefits by connecting. Some of my favorites are:

-Macy’s & Google for local inventory search (genius!)

-Apple & IBM (elegance meets big data)

-BMW i8 & Louis Vuitton specially designed luggage (a perfect brand value match...complete with cup holders for my luggage)

JIM HUEBNERj i m h @ h u e b n e r p e t e r s e n . c o m

C E L L U L A RT E L E P H O N E970-420-3382

Hmmm.

Brought to you by popular demand of a client, my mom, and some folks I met at a church potluck

From the remaining gray matter of Jim Huebner

Information that will make you smile, groan or think...

If a night on the couch is what they meant by “beautiful” then yes, I agree.

© 2014 Hmmm by Jim Huebner

Going down in history, Rudolph-style

...and on its way to the HuebnerPetersen blog...! PAGE2

I must say, it warmed my heart a little to see that last week marked the 50th Anniversary of the Christmas classic “Rudolph The Red-Nosed Reindeer.” I have fond memories of the show and the anticipation that built up before it aired every Christmas season.

I’m not quite old enough to remember the first showing, but a little later in the 60’s and 70‘s—and at about the same time in December each year—you’d find me trying to get home from swim practice, basketball practice, school or church programs in time to huddle around the TV in the kitchen with a pot pie on my lap to watch the scheduled airing on CBS. This was before VCRs, DVRs, Hulu, DVDs, OnDemand and even reruns. If you missed it, you missed it until NEXT YEAR—which was not acceptable in our household.

So what was and still is the fascination with Rudolph? Well, maybe it’s that his story is one in which not only individuals but sometimes even businesses can relate. It’s about a search for purpose—for a place in this world. And who doesn’t want to find that?

One of our favorite tasks at HuebnerPetersen is helping companies find their own “place.” Actually, we call it their brand position. But in some ways, it’s similar to Rudolph’s quest.

It’s about understanding their difference and how it’s valuable to a certain segment of the market. In Rudolph’s case, his shiny nose made him valuable to Santa and the children who were dependent on him to “deliver the goods.” And understanding his purpose made all the difference for him.

Rudolph was certainly happier and had a greater sense of pride after Santa asked, “Rudolph, with that nose so bright, won’t you guide my sleigh tonight?” His pride-filled response?

“It would be an honor, sir.”

For a business, the power of a relevant difference (most likely NOT a shiny red nose used to guide Santa’s sleigh) can actually have the same effect.

Think about it...• Are employees more

motivated and inspired when they know why they are doing what they’re doing...and where they’re going?

• Doesn’t knowing what your brand stands for perhaps help even in the hiring process as you look for future staff that will complement, add-to or otherwise legitimize your brand position?

• Are customers more willing to purchase products when they know exactly what makes that product unique and how it will benefit them?

The bottom line is this: Zeroing in on your relevant difference may not only energize your company and help you sell more products. It might just be what your brand needs to “go down in history”, Rudolph-style.

Jim Huebner is President of HuebnerPetersen Integrated Marketing and author of the eBook “7 Keys To A Happy Distribution Channel.” His firm was established in 1989 and specializes in making companies heroes to their distribution channels through strategic brand positioning, integrated marketing, and front lines marketing services. You can reach Jim at jimh@HuebnerPetersen.com or on LinkedIn. For “Hmmm” archives, CLICK HERE

WORDS TO

LIVE BY

“She wrapped him

in cloths, and laid

him in a manger,

because there was

no room for them

in the inn...”

–Luke 2:7b (NASB)