Posts Tagged ‘Marketing’

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Hoovering and Storytelling

January 18, 2015

Sir James Dyson

Typical..just as we are skint at the start of January and all the bills are flying in our Dyson vacuum cleaner decides to pack up. I guess its not too bad as the previous one served us well for over 10 years so we can’t complain too much. Having said that the timing could be better!

Off we headed on a Saturday afternoon (I can think of a lot better things to be doing!) to buy a new one and for me there was a simple choice to be made – what model of Dyson would we buy and at which store?

For me I had no intention of even considering a different brand of vacuum cleaner (I have to try hard to not say ‘Hoover’) simply because I believe in the ‘story‘ of Dyson, the spirit, the innovation, the person and I believe that this story will deliver a superior product.

While we were browsing the selection of Dyson’s on display at Harvey Norman’s a helpful shopper (another guy as it turns out – is it the men that do the hoovering I’m wondering?! …I used the hoover word didn’t I!) whispered in my ear:

“I’d buy a Miele if I were you. The suction is much better. I’ve had Dyson’s down through the years and they are only ok“.

Despite this sound impartial advice and my own experience I still wanted a Dyson. Even though we were surrounded by a wide selection of vacuum brands with lots of different features and price points I didn’t once consider even looking at them. I just wanted a Dyson. One of the Dyson models had a good offer on it, which simplified the task even further and before we knew it we were on the way home.

Opening and assembling the Dyson was a pleasure (relatively speaking!) with all of the parts cleverly clicking into place and inside the box I found a little booklet called ‘The Story of Dyson’.

It tells us that James Dyson is a curious inventor and shared some of his early designs including a Sea Truck (a high speed landing craft), a ballbarrow (a wheelbarrow with a clever ball that stops it sinking into the mud) a trolleyball boat launcher and an amphibious wheel boat.

Observing a sawmill he watched how a cyclone spun sawdust in the air and collected it in a chamber and wondered if the same principle could apply to vacuum cleaners that were using cleaner bags that constantly clogged the machines. After 5,127 prototypes he cracked it!

Since then he launched his range of vacuum cleaners, built a successful company and has constantly improved his products as well as introducing new ones.

James Dyson Foundation

Today Dyson machines are exhibited in museums in London, New York, Zurich,Sydney and Paris and the James Dyson Foundation runs workshops around the globe where young people solve engineering challenges in a practical fun way.

Dyson know they have a great story and they understand the power of this story so much that they include in it every box. This story is an integral part of their brand, so powerful that it had me not even entertaining a competitor product.

What you do, the products you sell and the services you offer are important – your story is what makes you unique.

Time to start storytelling ….

Check out another blog post: “Branding and Storytelling“

Greg Canty 

Greg Canty is a Partner of Fuzion who offer Marketing, PR and Graphic Design services from our offices in Dublin and Cork, Ireland

 

 

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Posted in Brand Loyalty, Branding, Marketing, Packaging | 12 Comments »

Personal branding and your Coat of Arms

January 12, 2015

personal branding

There is a lot of talk these days about the importance of your ‘personal brand‘; how you always need to be aware of it, how you should project it and how you should protect it.

It is talked about in marketing circles as if it is a new thing and that it is borrowed from the world of products and companies, which all have their own branding that we can easily relate to.

The comparison to products, services and companies can be a little disturbing at first – surely we are human beings and not products (many may disagree!)? After all we have feelings, thoughts, opinions, beliefs, passions, we want to be appreciated and valued and we definitely don’t want to be treated as commodities.

If we forget about the comparison to products and companies it gets easier and we can start to appreciate what our personal brand really means. Our personal brand is our story, it is what we represent, it is what we believe in, it is what motivates us, it is who we are. If you deal with me this is what you get.

The challenge is to properly project our story so that others get what we are all about.

In ancient times the personal brand for our family was captured in our family crest or our coat of arms.

A coat of arms is described as a unique heraldic (a visual way of signifying rank) design on a shield or surcoat. A surcoat, and subsequently a coat of arms was used by medieval knights to cover, protect, and identify the wearer. The coat of arms symbolises the heraldic achievement which consists of a shield with a crest and motto.

These coats of arms came into general use by feudal lords and knights in battle in the 12th Century. By the 13th Century their use had spread beyond the battlefield to become a kind of flag or logo for families in the higher social classes of Europe, inherited from one generation to the next.

Your coat of arms or crest was effectively a way of telling a story about your family and what they represent.

Canty family crestIn the case of the ‘Canty’ crest:

  • the core blue colour in the shield represents Loyalty and Truth (good traits I’m sure you will agree!)
  • the use of yellow represents Generosity (the drinks are on me ..very true)
  • the Chevron (the upsidedown ‘V‘) denotes Protection. Apparently this is often granted as a reward to one who has achieved some Notable Enterprise (woohoo!)
  • the crescents signify one who has been ‘Enlightened and Honoured by his Sovereign’ (hmm..what did we do to deserve this?)

While this captures and projects a ‘story’ and a set of values and beliefs for my family in many ways it also sets a standard and creates an expectation about our behaviour – something that we all need to live up to.

Ironically the use of the coats of arms evolved over time and started to be used by commercial companies, which are effectively the origins of the modern logo.

Telling your story today

Today we don’t carry around a shield (just a business card..) and we don’t wear a suit of armour so communicating our story can be a little bit more challenging!

The face to face personal experience has always been the most important part of our story. How we look, how we dress, how we speak, how we behave and what we do are powerful ways of telling this story. Those who interact with us get to experience our ‘personal brand‘ up close and hopefully they will carry with them a positive version of our story.

For those at a distance our modern day coat of arms is our blog, our Facebook, Twitter, LinkedIn and other social media accounts. This is where we get a chance to show our photo, detail who we are, what we have learnt, what we have done, what we believe in and then bring all of this to life through our regular conversations and interactions.

In Ireland alone there are 1.4 million LinkedIn users. The most common activity of these users is looking at other people’s profiles. I wonder why..

How is your coat of arms looking? 

Greg Canty 

Greg Canty is a Partner of Fuzion who offer Marketing, PR and Graphic Design services from our offices in Dublin and Cork, Ireland

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Posted in Branding, Personal Branding, Personal development, Personal Marketing, Social Media | Leave a Comment »

We had a great 2016 because ..

January 1, 2015

Cool Runnings

For the last few years we have been doing this simple little exercise at the start of the year to help get focused around things that are important both personally and professionally.

We have found it to be really useful and one that has made a big difference.

Making plans and actually achieving them is always challenging and at the start of the year we find ourselves at the start of that loop all over again making promises that often will never materialise!

Benjamin Zander - The Art of PossibilityA few years ago we were inspired by a book about goal setting in a different way called “The Art of Possibility” by Benjamin and Rosamund Zander (a really interesting motivational book by the conductor of the Boston Philharmonic Orchestra and his wife who is an executive coach).

Benjamin Zander, the conductor has the task every year of bringing out the very best from a large group of very talented musicians for his orchestra.

His approach is rooted in the power of visualisation – the simple idea behind this is that if you visualise what you want to achieve then there is a much better chance of it actually happening (unbelievers ….stop reading now !!)

This year instead of doing it individually (definitely do this as well) why not as a team take on the task for your business or organisation.

Imagine the last working day of the year just before you switch off the lights in the office, before you exchange office presents and head out the door to do some last minute shopping and enjoy a well-earned rest, you have a chat about the fantastic achievements during the year.

Here goes ..

Take a flipchart and simply write your achievements in advance for the last working day of the year to come..

Thursday, 22nd December, 2016

We had a great year because ….

Be as specific as you can including business and developmental goals and when the team are done get everyone to Sign it!

Once you have done this take some time out with your team and work out the detailed planning and action plans that support your 2015 wish list and then track progress during the year.

…grab just 30 minutes with your team this week before things fully kick off again and do it!

Happy 2016!!

This clip of Benjamin Zander is really motivational and well worth watching.

(the pic at the top of the post is from the fantastic movie, Cool Runnings the last featuring the comic genius John Candy about the Jamaican bobsleigh team making their debut at the 1988 winter Olympics in Canada)

Greg Canty 

Greg Canty is a Partner of Fuzion who offer Marketing, PR and Graphic Design services from our offices in Dublin and Cork, Ireland

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Posted in Motivation, Personal development, Positivity, Teamwork | 4 Comments »

Far from shore

December 28, 2014

Relaxing at sea

The sweet spot of the holidays … When you have been off for a few days, enough to have been able to come down the gears and properly switch off and far enough from going back to work so you don’t have to start thinking about it again.

This rare time, when you are far from shore is special, you start to recharge, refresh, replenish and get to know the ‘other’ you and when your head is clear all manner of things can happen. These brief moments come along just once or twice a year and before you know it, it’s time to turn the boat around and head back to land.

The question is …what are you doing with this precious time?

Greg Canty 

Greg Canty is a Partner of Fuzion who offer Marketing, PR and Graphic Design services from our offices in Dublin and Cork, Ireland

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Posted in Christmas, Holidays, Personal development | Leave a Comment »

Customers aren’t just for Christmas!

December 22, 2014

Marc Jacobs

It was about this time last year when I embraced the “hint” that was given to me by Dee and I found myself in the handbag section of Brown Thomas looking for a leather hand bag, which was stylish but small and tidy.

In the end I settled for a classy navy blue Marc Jacobs bag … that’s a good brand, isn’t it? The price suggested it was a good brand and surely she would be happy with it. Down through the years I’ve bought a few handbags in BT for Dee ..strangely (I know what you are thinking..) I actually like shopping for handbags! I love the leathers and the colours and the different designs and for the most part you can’t go wrong with a bag as a present…I think?

As usual I scored and on Christmas morning Dee was happy with her gift.

Marc Jacobs was born in New York City on April 9, 1963. After graduating from the High School of Art and Design in 1981 he entered Parson’s School of Design. As a design student at Parson’s, Jacobs was the recipient of some of the schools highest honours including Design Student of the Year. In 1984 he met Robert Duffy who is still his business partner today. These two have been really successful at building this huge brand, which as all of us knows doesn’t happen by accident

At the end of this summer (just 7 months on) the leather edges of the bag started to turn white – the piping on the seams of the bag were not leather but some type of narrow plastic and the covering was wearing away – this didn’t seem very Marc Jacobs so we returned it to the store assured that there would be no issue with a repair or a replacement.

After two months the bag was returned repaired. Dee was upset as it smelt musty so it must have been sitting in a damp repair shop for quite a while and the inner lining that had to be opened up to complete the repair was still torn.

She put up with this, de-fumigated the bag with perfume but within a few weeks you could see that the repair was not going to work as the seams were once again stripping away – back to Brown Thomas!

Brown Thomas

Our interaction with the manager of the store this week was interesting. She studied the handbag carefully. “Do you have a receipt?” It was clear from the repair paperwork that BT had already handled the previous repair. “The manufacturer has a 6 month repair policy, so we can’t really guarantee anything” hmmm.. “we never know how people will wear their handbags” ..in other words if you are the type of person who mistreats a bag then we can’t be responsible. Taking one look at Dee you would know this is a bag that would be looked after carefully.

We politely reminded her that we trust Brown Thomas and the expensive brands they are selling and that there is no way we should accept this level of wear and tear after just a few months. Surely a brand such as Marc Jacobs care about their quality? The manager elaborated “They don’t care! You can give out all you want, kick up a fuss but it won’t make any difference. They are so big and so popular they just don’t care”

That is just incredible – we did suggest that maybe Brown Thomas should stop stocking such a brand if that is what their attitude is towards the quality of their products and the customers who put faith in them. Glancing around the store you could see how much space was dedicated to this very popular brand – The Marc Jacobs brand is big business.

We did leave the handbag with the manager and she assured us that she would do everything in her power to get this brand to behave themselves and deal with the issue. I’m pessimistic and my prediction is that this will end up with Dee being handed back a worn out bag, which will never see the light of day.

When you are that popular and selling that much product is it easy to forget about the customer?

When a brand is so powerful do you do everything you can to stock them in your store even if they don’t really care about customers?

When Marc Jacobs and Robert Duffy met 30 years ago and started on their journey I am sure they were passionate about style, quality and their customers? Have they lost control of their brand?

When Hugh Brown and James Thomas started their store in 1848 I am sure the customer come before any of the brands they were stocking?

Maybe something might have changed since then ..

Customer’s aren’t just for Christmas and brands don’t necessarily last forever!

Greg Canty 

Greg Canty is a Partner of Fuzion who offer Marketing, PR and Graphic Design services from our offices in Dublin and Cork, Ireland

 

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Posted in Brand Loyalty, Christmas, Customer Care, Handling Complaints, Marketing | 1 Comment »

A tribute to young mothers!

December 10, 2014

Young mother with her baby

Oh no … The woman with the young baby is sitting next to me on the plane!!

My early prayers were that the weirdo in the queue who was intoxicated wouldn’t be next to me …can I take him instead?

I’ve dodged the ‘baby on the plane‘ bullet for long enough and this time it happened and this kid is a live wire. Within the first 30 seconds I am slapped by the little live wire as she jumps and hops and kicks and can’t stay still.

Deirdre gives me some early advice “avoid eye contact with the kid“. She always has something wise to say – I decide to take the advice.

The young mother who seems to be travelling alone is well equipped – her bags with all her necessary baby stuff are put down by her feet, which in a blink chews up all of the leg room in the already squashed Ryanair flight.

To calm the kid down she produces a bottle … That works for about 5 minutes, an IPad works for another 5 minutes and then we enter the ‘danger zone’. The kid is now standing, twisting, jumping and writhing and starting to make noise as she reaches for anything and anyone that grabs her attention.

I can barely move in my seat but the very talented mother can still manage to get things from her bag and put things away and still keep the contorting baby on her lap.

My god…. this is unbelievable… why would she even contemplate such a journey and the little part I’m witnessing no doubt came after struggling with luggage and buggies..why ?

Oh no ..Now comes the sniffing of the bum … please let it be a clean one for everyone’s sake – I was looking forward to a glass of wine and now I’m just praying for no smelly surprises!!

More writhing and wriggling … What happened – we have calm.

The drinks trolley arrives and the poor mother watches enviously as we order a red wine and a prosecco – I feel very guilty and want to ask her does she want a drink … she would probably think that I am a weirdo!

Is she dreaming of a time when life was less complicated? Where is she flying to? Why is she by herself?

We are flying to Wroklaw (up until a month ago I hadn’t heard of it either!) in Poland with friends for the weekend. My guess is she is living in Ireland and visiting home for a while ..maybe?

The kid is acting up again so she is down by my feet scrambling in her bags for the next rabbit … Baby’s bottle!

It’s all calm again. I spoke too soon … the bottle goes flying and hits me on the leg. At this stage I have my red wine firmly gripped to make sure it doesn’t go flying as well.

I’m already dreading the landing as I know it drives the kids ears bonkers, what if the she pukes ..more prayers

I don’t think you should be giving her a banana …I’m now fearing the worst …smelly bum, pukes and tears.

You won’t believe this … I manage to knock over my own red wine on my one pair of jeans …typical !! Sh**, f***, pi**.

My young mother politely reaches into her bag of tricks and comes to my rescue with baby wipes!!

As the plane descends the poor kid starts to cry with the air pressure and her mother holds her and strokes her head until the plane lands..phew!

As I come down the steps of the plane I see this miracle mother struggling with her bags, her buggy and her child before the next leg of her journey.

Mother , I salute you for the fantastic job you do !!

Greg Canty 

Greg Canty is a Partner of Fuzion who offer Marketing, PR and Graphic Design services from our offices in Dublin and Cork

 

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Posted in Air travel, Family, Holidays, Parenting, Travel | 2 Comments »

Rocky Balboa and Irish Water

November 23, 2014

Rocky Balboa making a comeback

We were up against the ropes after taking a fierce pummelling.

It felt like there was no mercy as blow after blow landed and we were dizzy, weak and confused, nearly ready to give up and the heavy punches kept landing. Please stop ..

USC tax, narrowing of tax bands, disposable income crumbling, banks seizing up on lending and pressurising without mercy, NAMA just as merciless and then we had the property tax. Our trusted charities seemed to be an incredible gravy train with political appointments and despicable salaries with zero accountability.

Just as a glimmer of sunshine started to appear out through our swollen eyes a Kango hammer was digging outside our doors installing meters to measure how much water we were using so we could be charged at whatever rate they decided – no one knew.

This was very different, this was outside my front door and all of a sudden you touched a raw nerve. The installer cut up the footpath and never repaired it and when we called him he was very very smart saying it was always like that and he could prove it because he had a picture from Google Earth ..I’ll give him Google Earth where the sun doesn’t shine!

If there was a leak they would fix it but after that it was my problem, if we didn’t pay our water would be restricted to a trickle, if we didn’t register there would be fines, no one knew how much the water would cost but we did know there were bonuses for staff (for what?!!), they wanted our PPS numbers and the bunch running the fiasco called Irish Water were made up largely of political and very unsuitable and incompetent appointees.

Blow after blow each punch hammered us.

Rocky

They crunched down hard on that raw nerve without mercy and we could feel that anger rising. Even though we were totally exhausted, beaten to a pulp, eyes nearly shut and ready to fall down an inner strength rose from deep inside us and we managed to stand up and lift our tired arms and throw a punch.

To our surprise it connected …bang.

All of a sudden he was not so solid on his feet and we felt some of his superiority and power draining from him and shifting into our arms and legs… we were not beaten.

We thew another punch and another and each of them landed…bang, smack and he was suddenly reeling, dizzy against the ropes.

Will we show him the same degree of mercy that he showed us? Bang ..didn’t think so.

The government are now reeling after the fiasco of Irish Water, taking blow after blow. The rules of the game are changing by the day; the charges are being reduced, we won’t have to give PPS numbers, no one’s water will be reduced to a trickle and anyone who can’t afford it will not be pursued and then we have the apologies..

“I didn’t mean that” “That was a mistake” “We handled it badly”.

Up against the ropes and waiting for the knockout blow the government is trying everything to escape the wave of punches but they keep coming despite all attempts to call an end to this brutal fight.

When we were up against the ropes there was very little mercy and those painful lessons aren’t easily forgotten. So before you start to recover and find your feet again …BANG.

These water protests won’t stop anytime soon regardless of what changes are made.

The activists know they have the government on the ropes and they won’t let up.

While its easy for us to join in as we have all felt those heavy blows, its really important that we are sure who these activists are and make sure that we don’t get a new fighter in the ring who is bigger, uglier, meaner and even more merciless than the one we feel we are fighting right now.

Is it time to step out of the ring? 

Greg Canty 

Greg Canty is a Partner of Fuzion who offer Marketing, PR and Graphic Design services from our offices in Dublin and Cork

 

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Posted in Crisis PR, Irish Economy, Irish Politics, Politics, Recession | 1 Comment »

The Power of Compliments

November 21, 2014

Compliments

I was checking my emails just now and I came across a fantastic message from a contact I have on LinkedIn, which cheered me up no end.

The very lovely and very generous Valerie (Ryder) O’Hanlon had picked up on the changes I had made to my LinkedIn profile and left me a message that put a huge skip in my step.

Thank You

Not only did she pay me a compliment, which is always great to receive but she also grabbed my attention by being nice, generous and friendly – in a sweep Valerie has moved to the top of my ‘nice people to deal with online‘ league table!

If we ever have a requirement in the HR Consultancy sector we know who to go to.

Paying a compliment is a really easy thing to do but it can also be  incredible powerful.

If you see something you like, think someone has done something worthwhile, noticed they have just got a promotion then take those 30 seconds to say well done!

Try it ..if you have a compliment to give, don’t hold back

Greg Canty is a partner of Fuzion

Fuzion are a Marketing, PR and Graphic Design agency in Ireland with offices in Cork and Dublin

 

 

 

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Posted in Friendship, LinkedIn, Marketing, Networking, Personal Marketing, Positivity | Leave a Comment »

Hiding your story

November 20, 2014

Sharing your story

We were having this big battle with a client about our approach to generating press coverage for her new business.

She has a fabulous new product, with some really unique features, which she has developed herself.

While the product is really good it will compete in a world of so many other products waiting for people to notice it, trust it, buy it, use it and then having the confidence to recommend it to others.

Something that makes this product really credible and special is our clients’ personal story. Her profession for nearly 20 years and the experiences she had in that time all led her to noticing a huge gap in the market and developing a product that would fill this gap perfectly.

When prospective customers consider the product on the shelf it will be considered on its merits as they see it. If they like what they see and are convinced by the features and benefits as conveyed on the packaging they might buy it.

We believe that when prospective customers hear her story (if we ever get the chance to tell it!) and understand the experience and expertise that went behind developing the product we feel they will trust it more making that purchase decision easier.

Our dilemma with our client is that she is insisting that we don’t talk about her. She feels no one will be interested and the product is good enough to stand on it’s own merits. This personal reluctance issue is one we come up against a lot and to maximise your PR you just have to get over it.

I gave her my ‘support beam‘ speech and went to great lengths to stress that we wanted the campaign to be a maximum success and the best way of achieving this was to put our best foot forward, which did most definitely include her personal story.

It’s a battle we haven’t quite given up on yet..

Will telling your story make a difference to your business?

Greg Canty is a partner of Fuzion

Fuzion are a Marketing, PR and Graphic Design agency in Ireland with offices in Cork and Dublin

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Posted in Advertising, Branding, Marketing, Personal Marketing | 2 Comments »

Gender Quotas or real change?

November 17, 2014

Working mother with child on couch

It drives me nuts whenever I hear it mentioned ..

New legislation in Ireland means political parties are required to ensure at least 30 per cent of their candidates in the 2016 General Election are women; any party that fails to reach the target will have its State funding cut by 50 per cent. 

Parties will also be required to have 40 per cent or more female candidates after a further seven years.

My first thought is how is this ‘rigging’ possible in a modern society where we all enjoy equal opportunities and there are no real ‘blocks’ to men or women achieving what they want?

We hear about the ‘old boy’s club‘ in politics – when you probe this it is more about dynasties of political power that will keep me on the outside just as it would any woman that I know. However if I want to run I can just the same as any woman can.

The solution to the “problem” of the numerical gender imbalance is to ‘rig’ the situation by forcing female candidates in and male candidates out until the magic numbers are achieved.

Are you there on merit?  In a rigged situation you will just never know, which for me will do a huge disservice to every woman in politics.

And then we have the boardroom..

The European Commission pushed a proposal forward in November 2012. At its heart lies a requirement for 40% female representation among non-executive directors in publicly listed companies by 2020. 

Once again the solution to the “problem” of the numerical gender imbalance is to ‘rig’ the situation by forcing females in and males out until the magic numbers are achieved.

Are you there on merit?  Again, a huge disservice to every woman in business.

Are we really serious about gender equality?

I believe if we really want to achieve this gender equality then we need to radically alter our social structures and change how we look at the roles of men and women in society.

This starts with the issue of parenthood, which seems to be the key moment that derails careers for many women.

If we are equal there must be no difference between a man and a woman when little Johnny has a fever. It must be as normal for the father to run home to look after him as it is for the mother.

If we are equal there must be no difference between a man and a woman when it comes to leave after a baby is born (other than the natural time a woman needs for physically preparing and recovering from birth).

When an employee announces they are having a baby the scenario and the disruption to the careers of the person and to the workplace should within reason be the same for both the man and the woman.

Father with baby

If this happens employers will be less concerned about disruption due to maternity leave with female team members, which is always a huge challenge for both the woman and the employer with the men blissfully pushing on with their careers uninterrupted.

For example Denmark make some attempt at equality here. Parental leave is a whopping 52 weeks in total with the woman taking 18 weeks, the man 2 weeks and both sharing the remaining 32 weeks as they wish.

Can you imagine a man announcing to his boss that “we are having a baby so I will be taking 6 months paternity leave as my wife has chosen to get back to work as soon as possible“? ….congratulations!

The Huffington Post covered this topic recently: In the Nordic countries they have made it possible for parents to combine work and family, resulting in more women in the workplace, more shared participation in childcare, more equitable distribution of labour at home, better work-life balance for both women and men and, in some cases, a boost to waning fertility rates.

Policies in these countries include mandatory paternal leave in combination with maternity leave, generous, state-mandated parental leave benefits provided by a combination of social insurance funds and employers, tax incentives and post-maternity re-entry programmes. Together, these policies have lowered the opportunity costs of having children and led to relatively higher and rising birth rates, as compared to other ageing, developed economies.

As long as having a baby can disrupt the career and workplace of the woman and have virtually no effect on the man and as long as the woman is always seen as the main child carer then we will always struggle to achieve true equality.

If we are really serious about gender equality we need to fundamentally change how our society operates and forget about unfair, risky and potentially damaging  ‘rigging’ tactics when the dye has already been cast and it is just too late. 

Greg Canty 

Greg Canty is a Partner of Fuzion who offer Marketing, PR and Graphic Design services from our offices in Dublin and Cork

 

 

 

 

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Posted in Equality, Family, Parenting | 5 Comments »

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