I recently participated as a panelist on a webinar titled “Your Brand Advocates- How to Find Them and What They Are Worth,” along with Kety Esquivel (from Ogilvy), Rob Fuggetta (from Zuberance), and Frank Eliason (on his last day at Comcast — he’s now with Citi). We talked about what a brand advocate is, and how brands can identify and energize them. Here are my slides along with a few thoughts and tips.

Brand advocates, at their core, are people who really like and care about a brand. They are the opposite of critics because they’re out there talking about the brand and recommending it to their friends  (aprox 150 if they’re sharing those recommendations online, according to Forrester). What they say actually resonates with others because there is a trust between friends and connections. These brand advocates cannot be bought, forced or created, so others perceive them as genuine fans of the brand.

Brand advocates are brand advocates because they’ve had good experiences with a brand and they are willing and able to share some enthusiasm. Of course, brand advocates aren’t always positive and they aren’t always the most vocal or social (as we might assume they are). They do expect the best from you… and that is a good thing. (more…)

Big ideas have been essential to advertising since it’s early beginnings, and they are often the subject of great admiration and inspiration. Many have become interested in the process of identifying big ideas, executing them, and measuring their success, but what about the process of coming up with those ideas? Where do big ideas really come from? 

Glenn Griffin and Deb Morrison are the authors of “The Creative Process: Illustrated,” a fantastic book about how advertising’s big ideas are born. They are also university professors and scholars who have built great ad programs; Glenn at SMU, and Deb at UT and the University of Oregon. On the most recent “The Social Nerdia Show!” we talked about creativity, education, the brilliance of Old Spice Man, award shows, BP’s advertisements, and of course, the release of their book, which includes insights from some of the ad industry’s greatest (ie. David Kennedy himself).

Listen to this entire episode of “The Social Nerdia Show!” with Glenn and Deb on the Flash player below. You can also subscribe on iTunes, stream from your phone on Stitcher, and listen to upcoming shows LIVE on blogtalkradio.

While there has been some debate about whether education has an impact on creativity, Glenn’s research as a PHD student showed that there is ”largely a positive and significant influence.” It was as a PHD student that Deborah became Glenn’s mentor and their conversations about the source of creativity, particularly in advertising, is where the idea for the book became implanted in their minds.

The Creative Process: Illustrated

Deb told me that “process matters“ and “process is beautiful” so their book is an exploration of “how people think about thinking.” (more…)

Bob Phibbs is a business motivational speaker, and consultant. He is also the author of “The Retail Doctor.” While I don’t work in retail these days, retail is close to my heart because I come from a family of entrepreneurs and I worked in retail businesses from a very young age. Many retailers and small businesses have taken a hit in the last couple of years and I really think Bob’s book is a great read for anyone wanting to transform their business, from returning to basics to leveraging Social Media. Below is an interview with Bob.

1. You’ve written a great book about growing and turning around a retail business. How did you get started in retail and what motivated you to start sharing your expertise?

My first job was as a janitor at a jewlry store in Glendale California when I was 16. i learned then that appearances were everything.  I put myself through college working retail and like so many people my part time job became my career.  I build a small regional set of western wear stores from 5 to 55 before quitting and realizing I could do more on my own as a consultant. I never looked back.

2. Social Media has become an extremely hot topic for businesses because it is now fairly easy to engage directly with customers and potential customers. What are some of the most important things retailers should be doing to use Social Media effectively?

How about what they shouldnt do? Social media is not taking your Val-Pak coupons and tweeting them or offering Facebook Fan page coupons.  Most effective are finding ways loyal customers can share things meaningful with your other loyal customers. Encourage them to post a video of the child who received the gift purchased at your store. You can’t be like the big brands so keep it small and honest. That’s what brings people back time and again. In the book, I mention Pufferbellies in VA, I think they do a great job with  their blog and Facebook page. (more…)