Brand or Die!

A Small Business Survival Guide

My Review of Blackberry's Official Twitter App

  • Posted: 7:39 AM
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  • Author: Mikal J. Caldwell

Okay, for those that know me, you know I am a recent Blackberry convert. I have officially drunk the kool-aid and become a member of the Crackberry Nation. So when I heard a while back that RIM was developing an official app for Twitter, I was elated and waited anxiously for its release.

Now it's finally here. And the result? Well, it depends...

First the good. The app has a feature-rich, robust interface that gives the user the most Twitter-like experience available. All of the usual Twitter features are available, just like the Twitter site, including lists. The cool thing about the way the app is built is it is very easy to navigate. The layout makes it very intuitive for a Blackberry power user. All in all, it's an awesome app!

The only downside is really based on how you use Twitter. If you're working with only one Twitter account, then you're set. But if you're like me, and managing several Twitter accounts, then it can be awkward to log out and log back in to update multiple accounts. It's in this way that it's "just like real Twitter" attributes become liabilities for me. I would have preferred that it include multiple account management features like UberTwitter. While that's the only major downside for me, it's a biggie.

You can download the app online here at Blackberry App World. If you use it, I'd love to know what you think about it too. Add your comments below.

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Heineken's Stunning Publicity Stunt

  • Posted: 2:04 PM
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  • Author: Mikal J. Caldwell

As a marketing consultant, you can get pretty jaded about a lot of the marketing that's out there. But every now and then something comes along and slaps you across the face and reminds you that the essence of good marketing is creativity and, most importantly, daring. You have to be willing to take big risks if you want big rewards and this campaign produced by Heineken is an excellent example of that concept. It was a big gamble, but it paid off in a big way. While you might not have the budget that Heineken had, the principle is still the same. Be bold, daring and creative in your marketing and you can capture the same results they did.

I don't want to give away the secret, so watch and enjoy. Oh, and be sure to tell me what you think!

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2010 Marketing Resolutions

  • Posted: 9:31 AM
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  • Author: Mikal J. Caldwell

Every year, millions of people make resolutions for the new year. I thought I'd take some common ones and apply them to your marketing this year. Just make sure you actually keep these resolutions!

Resolution #1 - Lose Weight

Look at your marketing efforts last year and determine what your winners and losers were. Get rid of the losers, focus on the winners. Be cut-throat about it, even if your "favorite" tactic is one that gets cut. First rule of doing more with less is to eliminate wasted resources.

Also, be sure to examine your strategy for holes, such as unrealistic goals, or no measure of effectiveness at all.

Resolution #2 - Quit Smoking

Every smoker (no offense intended to my smoking audience) breathes in harmful chemicals and toxins when they smoke. Why would someone do this? Because it's become a habit and it's easier than quitting. Well companies do the same thing with their hiring practices. One of the major components of brand integrity throughout your organization is hiring the right people. "Best qualified" should also include personality fit with the image and personality of your brand. Anything else could cause organizational cancer.

Resolution #3 - Save Money

Umm...I think you get the idea.

Resolution #4 - Get Married

I'm a huge proponent of reciprocal marketing. Find a business you can develop a cross-promotional marketing relationship with. Good cross marketing partners should be in a complimentary market that has a similar demographic to your target market. In other words, you should appeal to similar customers. You agree to promote their business with yours and they agree to do the same. It's a simple, cost effective strategy that can produce some amazing results with the right partner.

Have any more? Let me know and post them in the comments!

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