Sci-Fi Channel Loses it’s Brand

Old Sci-Fi Logo/New SyFy Logo

I was really shocked when I heard that the  Sci-Fi Channel was changing it’s name and logo to now become “SyFy.” They are also expanding their program and viewership from Sci-Fi related programing to…SyFy…whatever that means. I wanted to share a few thoughts about this switch.

1- Cable networks exist and thrive among hundreds of channels because they are focused on a niche audience. When networks try to become all things to all people, they often lose their core audience and fail to attract a new one.

 2- In an effort to gain more, networks often dilute the very brand that has made the successful, which makes their new brand meaningless and confusing.

 3- Now is the time for networks to be direct about what their programming is, who it is for, and leave no doubt.

 4- SciFi’s programming is very target specific and could literally implode by this switch. Face it, you either like the SciFi genre or not, throwing in some random variety of shows won’t change that.

 5- When CourtTV became TruTV in an effort to widen their reach, they still showed court cases as their main feature, with a small variety of other reality type programs. So what did that prove? People still want to call it CourtTV because they have a sense of loyalty. We don’t see man TruTV FANatics now do we?

 6- On of the more successful re-branding was TNN’s change to SPIKE. Whereas TNN contained vague programing, SPIKE was a network created for manly men that liked crude humor, violence and action packed programming-They said what they are and it works.

Out-Living a Scandal in Today’s Pop Culture

Ok, so it seems that everyday there is a “Breaking News” Scandal with our favorite entertainers, promising politician, heroic athletes and more. So what is it about a scandal that is so enticing? Most importantly, what is the mentality that goes in to how we perceive a scandal?  And exactly who can out-live a scandal in today’s pop culture? Here are some thoughts:

Eliot Spitzer/Scandal

American’s have a very short term memory, which is good news for high-profile scandals. There is a period of feasting on scandal and than an instant desire to return to that person to glory, only to start all over again. The process is very cyclical.

 In most cases, American’s can deal with the details of a scandal, it is hypocrisy that drives the public crazy. Eliot Spitzer and Bill Clinton fell that much harder because they were preaching the direct opposite of their actions. The public sees this as an ultimate betrayal. (On a side note, Eliot Spitzer who is superbly intelligent regardless of whether you agree with him or not has regained his image and is now a featured contributor to MSNBC’s Morning Joe and Morning Meeting with Dylan Ratigan.)

 Those in the spotlight looking to rehabilitate their image must change the conversation. When it comes to PR, you can’t let other people define you. You have to start telling the story you want told, and repeat it consistently.

 How long does forgiveness take? It depends on the individual and likeability. Most people wanted to forgive Olympic swimmer Michael Phelps, while no one is in a rush to make nice with Michael Vick. (Although fading memories will help Vick reclaim his career in the near future. Then he will be watched closely for the next mistake.)

 The denial of a mistake often prolongs the shelf life of a scandal. Pop culture loves a story of destruction, redemption and success. Scandals fade quicker if the person makes and admission, shows regret and a desire to make changes for the future.

Super Bowl TV Commercials 2009

 

-I wouldn’t be surprised if most of these marketers went to congress looking for a bail out of good ideas. These commercials were disappointing.

 

-There was a disconnect between what’s going on in the world, both good and bad. Most commercials just didn’t resonate with audiences and they missed a huge opportunity.

 

How to Craft Your Image for Success

In business, your image can make or break you.

 

Having a great product or service simply is not enough. It’s imperative that we create a successful, professional image that will attract, persuade, and instill confidence. Whether you’re an entrepreneur, business owner, salesperson or someone whose talent IS your business, image matters.

 

Here are seven strategies for creating the Image to Succeed and the quality to back it up:

 

Step #1: Perception and Reality – Improve your perception and reality will follow.

Act as if you’ve already made it. Think about how you would like people to perceive you, and act in that manner. Decide how you ultimately want to be seen, and make your last move first. Once you do that and set that goal of your perception, not only will others believe it, but you’ll believe it, and soon, your reality will meet and exceed that perception. Success is magnetic.

 

Step #2: Belief and Confidence – Master your self belief and confidence.

In order for you to be successful, people have to buy into you and what you’re doing. They have to believe that you believe. Confidence breed’s success and uncertainty brings failure. When you believe in yourself and you show confidence, you instill trust, respect, and comfort. People will take you seriously, respect you, and they’ll be more likely to spend money with you, do business with you, and ultimately invest their time with you and your company.

 

Step #3: Impact and Benefit – Focus on the impact you make. Remember to identify your core value and what makes you unique. Then use that value to show how you make an impact. List the features, find the corresponding benefits, and then focus on the benefits. That’s where you make an impact into other people’s lives. And ultimately, that’s what most people care about.

 

Step #4: Story and Experiences – Grow your story and experiences. Identify what you do, how you do it, who you do it for, and why you do it. Then look back and gather your experiences, or create experiences and capitalize on every life experience. Then take your story and your experiences, broad stroke it, rephrase it, and then you will have a completed story that you can shorten, summarize, glamorize or simplify to create the maximum effect.

 

 

 

 

Step #5: Consistent Look –Determine how everything that you’ve built can flush itself out and how it is combined and packaged together. How does it look in the media, website, print, and business materials using color, graphic, images and message. Create a consistent look to not only represent your business, but reflects your clients, their needs and a brand they can see themselves in.

 

Step #6: Relevance – Never loose focus and always develop your relevance. Whether your business has been around for five months or 50 years, keep yourself relevant, fresh, and newsworthy. Know when it’s time to change and update yourself, create a headline for yourself, and rejuvenate yourself and your business to show how you’re relevant in other people’s lives.

 

Step #7: Goals – Goals are essential to your success. Set a goal, understand what you’re hoping to achieve by a specific action, measure the success, course correct if you need to, and then focus on achieving that goal and setting a new one.

 

These seven strategies can be immediately implemented to create the momentum forward to be successful. This type of imaging creates everything we need to help us believe in our success as well as the tools to achieve it. Imaging is not just a strategy; it’s a state of mind. It’s the perfect balance of a winning image, backed up by a quality product or service. I have seen these strategies transform businesses and individuals, and it works.

 

Always believe that anything is possible if you believe in yourself and take action to show it.

How to Survive the Recession

Surviving a recession doesn’t mean having irons in the fire for the future, it means making money immediately. When cash flow turns to a not-so-steady drip, fear produces damaging results. Businesses go into panic mode and instinct says to quickly become all things to all people. This is the beginning of the end.

 

Companies feel that casting the widest net possible is the best chance for success. In fact it over extends a brand and dilutes the message. While it is important to diversify with many profit centers, it’s imperative to stay focused on niche customers. Now more than ever, a company must identify who their existing client base is and go at them hard! Capitalize on filling their needs and what is important to them, and up-sell where appropriate. Becoming a “we-do-it-all” company and chasing every rabbit, causes excessive time wasters that only shorten the life expectancy of a company.

 

 

Equally important is using relationships to generate those pre-qualified referrals that will open doors. Warm leads should be actively pursued and exploited by every member on staff. Often times, thousands of dollars are left on the table by companies who just forget to ask for it. Ask and you may well receive.

 

To stay in business and prosper, business owners need to continue their marketing efforts and let customers know they still exist. Many successful brands we see today were born out of the Great Depression. They advertised when others didn’t, making them market leaders. By having a product or service of value, they created the need and offered a solution. Reading customer trends and staying ahead of the curve is essential. A company that’s in business to give a customer what they want will always win.

 

Image and perception can turn a quick profit as well. Exciting consumer confidence is crucial to maintain credibility and viability. The credit strapped public does not want to give money to a sinking ship. Companies can keep themselves relevant by creating a newsworthy story of how their products or services are transcending economic challenges.  Hard luck stories only generate insecurity; success in the face of adversity is far more profitable. Favorable publicity that instills consumer confidence will ring the cash register.

 

All in all, smart and purposeful actions can not only help businesses survive a recession, they can also experience unprecedented growth.

How to Look On Top of the World, When Your Actually Crashing

Business is down, cash flow is tight, foot traffic is slow and morale is at an all time low. When we are hurting, there is an inherent nature to share our pain and seek comfort. Going public with any of these realisms can be the kiss of death for a business. Misery may love company, but it doesn’t inspire consumer confidence. Everyone has seen a business owner on television describing how, “Times are tough and the future is uncertain.” The thought, of course, is that the public will take pity and try to support the company with business. The real truth is that the strapped public will not spend money on products or service plans if the owner or CEO doesn’t believe the company is sound. Confidence breeds success and uncertainty brings failure.

 

Looking like a winner when you feel down and out is essential for survival. Perception is reality and success depends on how that perception is crafted. Here are some tips to look like business is on top of the world.

 

Show success in the face of adversity. Create a newsworthy story that shows how business is transcending economic challenges. Instead of relying on a hard luck story, excite consumers with a relevant story of how the company is thriving, growing and trend setting.

 

Have a consistent message. In a sound-bite world, sales people and staff must convey the same upbeat message and tone quickly and effectively. Create talking points for everyone in the company to follow. Locate and accentuate the positives of the business and the corresponding benefits they bring. Then, construct the story that will establish that message to clients in unison. This simple act of consistency may seem simple but the wrong information in the right hands can spell disaster. The right story, being told simultaneously, can create a wave of momentum.

 

Demonstrate your impact. When a magic trick is performed, it’s hard to dispute what was just seen, regardless of jaded beliefs. Anytime a product or service can be demonstrated or shown to be effective, it’s a win.  Collect and use testimonials of customer results as a backbone to build image and credibility. Also, using case studies dispels “smoke and mirrors” criticism, as well as, will fuel much need self-belief and public trust.

 

Looking like you are on top of the world when you’re actually crashing is vital to inspire consumer buying, maintain cash flow, drive company morale and increase profit. Not to mention, feeling like a superstar never hurt anyone.