Business collaboration or “thought bubble babble”

Things look different today in small business. The connections that are made with others seem more meaningful. You can look at someone and somehow, more quickly see that your companies or concepts could mesh together to do great things. The traditional boundaries of business categories are becoming blurred.

We give a lot of credit to various online social and business networks for this. The ability to see others’ potential and to understand their visions…well it is more visible and more exposed now than ever before. Asking questions on LinkedIn which result in passionate debate and ultimately connections with others through that debate – it is powerful and almost instant. Well frankly, this kind of spontaneous “thought bubble babble” wasn’t even conceivable just a few years back. Now, you have a chance as a business owner to “drop your ego at the door” and (at no charge) actually collect research on the fly, volley for definitions or tap into a new business lead.

Now, the set up is not perfect. And just like any conversation, you have to consider the source. But how great it is to have that chance to collaborate with a chap in Mumbai or seasoned brand manager Down-Under. Perspectives from around the world are now possible real time, where once it would take weeks to collect this type of info. Real discussion from various perspectives. No longer limited to region, you are now at the helm of your own worldwide switchboard.

That, my friends, is some great stuff.

EcoTuesday delivers meaningful conversation.

Tonight Coopertino (well really just Cooper) attended a meeting hosted by the Dallas Chapter of EcoTuesday. It was held at Times Ten Cellars (great place and nice wine). It was obvious that this group of sharp individuals (about 50 in the room) has an entrepreneurial spirit. But most importantly the participants believe in business practices that tie to taking care of something greater than themselves…namely, our one and only environment. Their national website, ecotuesday.com, talks about the group this way:

Providing access to conversations focused on sustainability and sustainable solutions is important, so we want EcoTuesday to spread throughout the world.

And I was definitely impressed with the conversations throughout the room. A serious buzz about how to collaborate and bring sustainable business, ideas and innovation to the collective Dallas table of commerce. Energy auditors, solar outfitters, non-profits working to boost energy efficiency (in impoverished areas of Dallas) and even Green Feng-Shui. Heck, you name it…if it was green business related, it was represented. And I was intrigued by this month’s speaker and his talk. Rob Ganger of the Pollinator Media Group provided his take on Dallas and our potential to be a forward thinking, creative, eco-conscious city. And well, I gotta say, it was very refreshing, optimistic and inspiring.

All in all, it was a motivational evening filled with smart conversation and tons of energy. I wish all meetings had this type of impact and promise. Looking forward to next month.

“brass/mahogany” or “plywood/pegboard”

It is so important in the world of marketing to speak the language of the target. To understand their culture, to use the lingo, to empathize and to listen.

You may be selling a product that works in a variety of categories. But if you are too generic in your sales speak, you will lose the chance to close the deal in said category. So you do your homework and you immerse yourself in the business before you visit or call.

The same goes for your marketing communications materials. Here is an opportunity to show the prospect that you care about their industry, that you understand and that you will listen. So is the industry uber-professional or casual/efficient? Is it “brass and mahogany” or are they “plywood and pegboard.” Is it techy or is it traditional? There is no right or wrong – it is just so important to understand the tone and mood of a client.

So ultimately to soften the beaches properly, you must speak the language as a good marketer in every way possible. The best in marketing communications materials can help you get there.

Judging the Brand. Large and small.

What makes a brand better? And what are the criteria we use to judge a brand’s level of greatness? What makes it interesting and larger than life?

Does it need to be national, used around the world or consumed by millions? Does it have to be a household name? It is imperative that its name be part of culture or play a part in the social consciousness? Is it crucial that the marketing budget be huge?

Not really. Many great brands meet none of these points and many would prefer to keep it that way. So often folks talk about the big brands. The exciting initiatives developed, produced and sold on a national level to everyone. We’d agree, there are some big brands on the market doing some amazing things. But there are also tons of small to medium-sized companies putting together some great stuff too, right? And the point here is that we can learn from all of them – large and small.

Brands that resonate with consumers in a ways that are real. Brands whose very essences are continuing to connect with individuals on a daily basis. These are the brands that are establishing the Authentic Dialogue (see our post on 7/27/09). In each case, the brand is bigger than its name. More meaningful than its mark. Measured by more than just its shelf space. Bigger than just its ad budget. A product or service that has become meaningful in people’s lives.

And it isn’t necessarily some formulaic equation that results in the ultimate product or service with a cool name. It isn’t always about the results from a pricey research study. No, in fact, in many cases it is more about a brand’s purpose in the marketplace and perhaps in society. These are the ones to pay attention to – and some of the most interesting to follow. Brands that know their raison d’etre.

There a few brands that seem to know why they are here. Those responsible have a good idea about why this brand exists. Why it matters. Why you should care. It does not mean all things to all people. It is not trying to please everyone. Those involved are trying to be true to the brand (whether we are talking about owners, brand managers, marketing directors, assistants or warehouse folk). You can feel the passion they have when they talk about these products or services. They are speaking in a unified manner. Because these are brands that are the true reflections of a company’s core values. These are the small and the large. The local, national and international.

Here are some brands that we admire in this respect.

• Green Living, right here in Dallas, Texas, has known what it has stood for for years. The folks here at this local eco-shop were very green before green became mainstream. “Earth friendly goods for the home” sums it up quite nicely. http://www.green-living.com/

• Tom’s Shoes sells shoes and takes care of the less fortunate. They have a “One for One” policy. So with every pair of TOMS shoes you purchase, the company will give a pair of new shoes to a child in need. http://www.tomsshoes.com/

• Crooked Tree Coffee House sells a great cup o’ joe, supports the city’s artists and gives entrepreneurs an affordable alternative to office space. Oh, and on top of that they sell well-intentioned brands that help feed to the hungry and do right by fair trade and the environment. http://crookedtreecoffeehouse.com/

• Method, is not only a brand that is “against dirty”, but one whose core values tie to leaving things better than they found them. Yes, the design is amazing. Yes, this brand has become “big time.” But in all of their communication (whether in packaging, on the web or wherever) this brand doesn’t stray from a sincere reflection of its core values. www.methodhome.com

• Rogue Ales has a brand purpose that is much deeper than just an extremely tasty brew (and they are damn tasty). As the folks at Rogue say, they are “a small revolution.” Check them out, they are definitely true to their movement. http://www.rogue.com/

The above may or may not have made your list. And there are so many more to discuss. So many interesting brand stories. So, we want you to contribute to this discussion. Thoughts?