Trey Songz Interview with MyJet247.com at the 2010 Taste of Chicago

Why I Think Microsoft's Bing Needs A New Positioning Strategy and Advertising Campaign by Melvin Young - Lewis

Microsoft has been in the news recently about Bing, it's search engine product.  After reading several articles and in particular one article titled Bing May Ax It's "Decision Engine" Positioning in Ad Age Digital,  I  couldn't help but to think about my perspective that  strategy is everything. After almost two years since the launch of Microsoft's much talked about search engine, Bing, the company has finally decided to reassess and elevate the brand and their positioning.   The company appears to be satisfied with its current marketing approach even though Bing is a clear distance behind the #1search engine giant Google at 65.1%.  Yahoo is second with Bing following at 14.4% share of the market according to ComScore.  Intuitively I get the "Bing and Decision" advertising concept but the average internet user probably do not and will not exert the energy to try to figure it out.   If you are re-evaluating your brand positioning then that clearly signals to me that there is a need for new creative, advertising and brand messaging to help articulate your value proposition and support your brand positioning.

So I say to Microsoft do not eliminate exploring a new advertising campaign that may not only resonate with the average consumer but will help to solidify Bing's competitive positioning in the marketplace.  This new campaign should creatively and effectively communicate to your target audiences who you (Bing) are while emotionally triggering something within the consumer to initiate participatory engagement and interaction with your brand.  It needs to create a perception that Bing will deliver something "new" and "exciting" beyond their wildest dreams!  It should at minimum stimulate interest and drive product consideration.  As a friend said, "the whole notion of how to make life simpler for people got lost with Bing".

If there are three things that Microsoft and it's partner, Yahoo, should note about Google they are:

(1) Google brand is enormous
(2) Google has mastered the art of maintaining a set of core global brand attributes
(3) Google brand has delivered product experiences beyond expectations while continuing to launch new products and refine how we all access and gather information.

Most would probably agree that Google has kept it swagger amidst alot of noise, in essence it has remained Fresh, Simple, Consistent and Powerful.  It has garnered our respect and continues to keep us interested and engaged with new tools and with the launch of a new social network, Google +.

For any brand, whether a start up or fortune 100, Strategy Is Everything: You must develop a distinctive and "ownable" positioning strategy for your brand or a unique re-positioning strategy to help reinvigorate and grow mature brands.   For example, like Bing, Oprah Winfrey has enormous social currency and the financial capital but has somewhat missed the mark in launching OWN, The Oprah Winfrey Network.   As a result, the network has been force to re-evaluate their positioning and programming strategy in order to remain competitive, garner receptivity to its programming and establish market leadership in a already competitive industry.  Although her personal brand is both global and influential, the cable audience is somewhat different from daytime therefore requiring a different positioning, programming and creative approach to attract, sustain and grow viewership.  Also, let's not discount the competition in cable, it is fierce and every network wants a piece of it.

Microsoft is a global brand and I am confident they will figure this one out like so many others. However, strategy drives creative, creative does not drive strategy.

I am interested in hearing your thoughts on what other brands or corporations might be going through the same thing right now.

To view the Microsoft article please cut and paste link into url:  http://www.linkedin.com/share viewLink=&sid=s602555203&url=http%3A%2F%2Ft%2Eco%2FgxRvXpke&urlhash=Uu3_&uid=5523135264026787840&trk=NUS_UNIU_SHARE-lnk



You can follow Melvin on Twitter @Hollywood1906

Email: MyStrategyHouse@gmail.com

Wal-Mart CEO Talks Economy

The largest employer in the U.S. says short-term economic fixes could work, but sustained job creation won't happen without tax reform and new trade agreements. One week after President Obama and Congress launched new jobs plans, Wal-Mart CEO Mike Duke says there are structural issues holding back American companies. I caught up with the man running the largest retailer in the world to find out what to expect for the rest of the year and how to get businesses hiring again. My conversation below has been edited for clarity and length. read more here at : http://www.usatoday.com/money/companies/management/bartiromo/story/2011-09-16/walmart-ceo-mike-duke/50457744/1


I agree with several aspects, listening is a key indicator of consumer confidence.  Engaging the American people is something the US Congress and White House will have to do to restore consumer confidence along with evaluating and assessing the various tax loop holes for corporations and provide incentives for American companies to hire and bring employees back into the workforce.  And, lets not forget about the small businesses,  they need help and can play an integral part in helping to  kick start and restore the US economy.


What are your thoughts?


Follow Melvin on Twitter @Hollywood1906 
Email: MyStrategyHouse@gmail.com

Do Your Research: Understand Your Brand and Business by Melvin Young - Lewis

I am still amazed at how many companies,organizations, small business and non profits do not have or lack individuals with the right skill set to develop comprehensive business and or strategic plans to help further grow and expand their business and brands domestically and globally.  I continue to witness a lack of strategic planning and understanding of HOW TO and WHY STRATEGY is a necessity , not an option.  It is the  #1 most important thing in helping a company and brand articulate it's strategic objectives and business goals. It is time out for piece milling and inserting someone who lacks the skill set and ability to define (1) key business planning elements  and (2) understand how to evaluate and assess key business drivers - both strategic and financial - across all disciplines to ensure that the company is maximizing it's spend and allocating the right mix of dollars against the most effective programs, market segments and growth opportunities.  Today's corporate and marketing executives cannot nor should they be allowed to operate in isolation.  We have to be quick, sharp and able to leverage a range of experiences and learnings to remain competitive and innovative in our approach to not only solving problems, but in building brands and companies.


The increased use of digital, social media and technology has surpassed the intellectual capabilities of most marketers.  Therefore, as a result most brands and companies are not maximizing nor understand how to effectively utilize the application and integration of these channels, communication platforms and resources to support strategic initiatives. There is not a template for developing the best strategy, however, there are some key fundamentals that we must first understand and apply when developing a plan.


Things You Must  Do, Know and Understand:


1.  Conduct a SWOT and Competitive Analysis.


SWOT Analysis to better understand the internal and external challenges and opportunities of your business (brand) - Strengths, Weakness, Opportunities and Threats.


Competitive Analysis will help you (1) understand how your brand or company may be perceived relatively to the competition, (2) provide insights on how to best differentiate your brand, product or company from the competition while (3) helping to establish or enhance your positioning in the industry and marketplace.

2.  Define and understand your target audience - psychographics, not just demographics!  Here is where you want to clearly understand their attitudes and behaviors about your brand, how they approach the category and purchasing behaviors; and, media habits and barriers.


3.  Media landscape:  Understand how your target audience uses and engages with new media, social media and traditional media to develop the most relevant and engaging advertising, media, marketing, communications and promotional plans.  I am sure based on my experience you will uncover, re-affirm and gather some new insights about your audience and key trends in your industry.  For example, understanding consumer touch points involved with social media is critical, however many pretend to know or think they know what's involved, but in reality they do not and most brands and companies end up getting the short end of the stick - - objectives are not defined or aligned to address business needs, therefore goals are not accomplished.  


4. What's your REAL Market Potential?  Conduct an analysis to determine your brand or company's real growth potential. This is most valuable in helping you to develop a projected forecast and in taking a deeper dive into how to maximize your market segments.  


5.  Develop realistic objectives and business goals based on audience needs and desires, market potential and opportunities.


This is just a start to help you think about strategy versus tactics. Once you are able to define your target audience, understand your audience needs and define real market potential and opportunities then you are now in a much better place to start developing an overarching strategy whether it is for a non-profit or for-profit.  This approach has been used in all of my experiences whether CPG, media, entertainment, digital, sports, travel, hospitality, automotive, fashion & beauty and with non profits to name a few.


Having a clear understanding of your Company, Brand and Target Audience is the first step to engaging all the right key stakeholders and partners.  You may also be required to invest in some primary research or conduct secondary research to help you better understand your brand and the competition, perceptions about your brand, key consumer and industry trends and to help you further define the profile of your desired target audience.  Once you are able to clearly define who you are and your target audience,  you can start to apply these findings and insights to developing a business plan, integrated marketing and communications plan, digital or social media strategy, brand strategy and or community outreach initiatives. 


In essence, protect your core base while gaining your fair share of the project market growth.  


Now Get To work! And Make The Most of Your Assets!


We want to hear your thoughts and your ideas, so please join in the conversation and let me know what you think.


Follow Melvin on twitter @Hollywood1906
Email: MyStrategyHouse@gmail.com