Brenda Bence

Last month, PSY’s “Gangnam Style” became the most viewed YouTube video of all time, and now, another video wonder is making it to the top of the site’s charts. This time, it’s the unsuspecting “One Pound Fish Man,” a fish stall seller named Muhammad Shahid Nazir, who works at Queen’s Market in East London’s Upton Park. In its first week since the video was posted, it accumulated over five million hits.

From a fish monger to an overnight sensation, Mr. Nazir has now been profiled on CBS in the U.S. and Australia, and on BBC World News in the U.K. Parodies have been created of his video, remixes of his song featuring President Obama are hitting the airwaves, and people from all over the world are visiting Queen’s Market to seek out Muhammad and get his autograph. He now has more than 30,000 followers on Twitter.

What could top that? How about a recording contract with Warner Music label, and Nazir’s first single of the song which was released on December 9th! Word is that he could end up having the number one Christmas single of the year.

Now, it’s easy to write this video off as just funny and quirky, and it’s true that Nazir could prove to be a one-hit wonder, a flash in the proverbial (frying) pan. But none of that matters if you look at the “One Pound Fish Man” video from a marketer’s perspective. We may not be used to learning important marketing lessons from a fish vendor, but you don’t need an MBA to glean six powerful brand slogan tips that Nazir’s video offers:

Keep your slogan or tagline simple. “One Pound Fish” couldn’t be a clearer message. It’s simple, and it has a staccato rhythm. Both of those elements make the slogan stick.

State your key benefits in your phrase. “One pound fish, very very good, one pound fish, very very cheap.” That pretty much sums it up, doesn’t it? You know exactly what you’re getting, and when you want to buy fish, well, let’s face it – those are the key benefits you’re after.

Make it catchy and memorable. Turning his tagline into a tune that resonates and sticks in the customer’s head is what has made the “One Pound Fish” slogan so easy to remember. In fact, after you hear it once, it’s hard to get out of your head!

Repeat, repeat, repeat. Say it again and again and again. And again. Repetition may sound boring, but it’s what helps customers remember your brand. And this is exactly what Nazir does. In fact, an X Factor television show host in England, after hearing the song sung by Nazir for the first time, cheekily said, “So, let me guess… the name of the song is ‘One Pound Fish,’ right?” This phrase is repeated so many times in the song that no listener can possibly forget it.

Be genuine. What makes “One Pound Fish” such a memorable video is that Nazir is such a likable guy. He comes across as humble, honest, not full of himself, and someone who’s having a good time. He just wants to earn an honest day’s living selling something he believes in. (Of course, now, he probably wouldn’t mind a number one single, too! But, hey – there’s still a very authentic air about him.)

Include a call to action. I’m sure Nazir didn’t think to himself, “I should include a call to action in my song,” but intuitively he must have known that he needed to encourage his customers to buy. “Come on, Ladies. Come on, Ladies. Have-a have-a look,” is a clear call to action, and it has one intention: Get customers to his stall, wallet in hand.

So, how can you apply these lessons to marketing your own brand? Think about your current tagline and test it against each of these attributes:

• Is it simple?
• Does it clearly state the main benefits your brand offers?
• Is it catchy and memorable?
• Is it repeatable?
• Is it genuine?
• Does it include a straightforward and powerful call to action?

If you follow these tips from an unsuspecting, now-famous fish monger, you just might create a slogan/tagline that goes viral in your customer’s world.

Not long ago, I saw the new James Bond movie, Skyfall. Am I a big James Bond fan? Honestly, not really. But, I had heard that there were a lot of brands featured in the film – that advertisers were using good, old-fashioned “product placement” throughout the 007 movie — a marketing method where advertisers pay big-time to have their brands in the film in order to benefit from the positive association with the movie and its characters.

I was curious to see just how many brands I could identify, so I made a ‘game’ out of my cinematic experience: I took a small voice recorder with me to the movie theater and, every time I could identify a brand, I whispered its name into my recorder (don’t worry – I did it quietly enough so I didn’t disturb my seat neighbors!)

Any guess how many brands I identified? In total, I counted 38! And, who knows – I might have missed some at the rate brands were flying by on the screen. From Heineken to Jaguar to Bose speakers to the name of the treadmill 007 used, brands were sprinkled throughout. Anybody else catch the brands? If so, which name brand do you remember most? Sound off! I’d love to hear from you.

It’s not that often that a brand truly blows me away.  So, when I recently discovered a brand that not only earned that description but also demonstrated an important branding lesson, I just had to share it with you.

As a speaker and a trainer, it’s not unusual for me to be on my feet all day, every day, for days on end. As a result, the soles of my feet and my piggly-wigglies are pretty much in a constant state of ‘hurt.’  For years I’ve looked for solutions to this problem, but I had never run across one that really worked for me.  That is, until last month…

It was a Friday evening, and I had just completed a fantastic-yet-full week of training and speaking engagements. My feet were incredibly sore (or, as my dear friend, Danielle, would put it, “my dogs were barkin’!”). Nonetheless, I decided to try and ignore the pain and take up my husband’s invitation to head out for dinner in our home base of Singapore, where I had been training that day.

After we’d eaten, we were strolling through a mall when we just happened to pop in to a store. The sales clerk quickly approached us and asked, “Is there anything on your body that hurts right now?” I chuckled to myself … ‘If you only knew!’ I thought.  Out loud, I replied, “Yes, definitely – my feet.”

“Great!” he replied, with a cheeky smile. He asked me to sit down and take off one of my shoes.  I did, at which point he cut out and placed a four-inch strip of tape on the sole of my foot. When I put my shoe back on and stood up, it was nothing short of a miracle. My foot pain was completely gone. I mean completely gone.  It was as if someone had just waved a magic wand, and ‘poof!’ No more pain. I’d never experienced anything like that in my life.

By now quite fascinated (but a bit skeptical), my husband sat down and asked to try it himself.  He has suffered from foot soreness – due to plantar fasciitis – for many years, so I was really curious to see what his own experience would be this ‘mystery tape.’  When he stood up with the strip on the bottom of his foot, his mouth fell open in surprise. His foot didn’t hurt anymore either.

Needless to say, we were both completely sold and have been using the “Phiten” brand of tape and insoles ever since. (Phiten offers dozens of products beyond just tape and insoles, though – it’s worth checking out! And, no, I’m not earning a commission ~ smile~)

A one-experience superior benefit

Clearly, Phiten has a great product whose benefit you ‘get’ in one quick and easy trial.  The brand’s offering of instant pain relief only takes a moment to experience, at which point you are sold.

So, with such an amazing outcome, why hadn’t I – a branding expert – heard of this brand before?  Because the company that offers Phiten decided not to advertise at all.  Instead, the company strategically invested its money into product trial – getting sales reps to tear off strips of this ‘miracle tape’ and offer it for free to customers wherever they have pain (the tape works on the entire body – not just on the feet).  Once the trialist experienced the immediate benefit, the customer buys the product and it’s then that the ever-so-powerful-yet-low-cost word of mouth advertising kicks in, as customers recommend it again and again to friends, family, colleagues, etc.

A Wise Strategy?

Is Phiten’s WOM strategy working for them?  It seems so.  In Singapore alone, Phiten now has eight stores and the brand is expanding rapidly across many areas of the world.  And, the company is doing this without having to spend millions on traditional television or print advertising.

Is it smart to rely strictly on trial and word of mouth to build your brand?  Certain brands would say “yes.” Take Google and Starbucks, for example. Both brands have bypassed traditional advertising strategies and relied on their powerful, differentiating products and superior benefits to get the word out and grow their brands through low-cost-yet-powerful word of mouth.

Imagine a World Without Advertising

Think about it… what would it be like if all brands were like this and didn’t use advertising? The city of Sao Paolo, Brazil has outlawed most advertising, giving its 11.5 million residents an idea of how the world would look if brand advertising didn’t surround us everywhere we turn. Brands are so prevalent that most of us couldn’t even imagine what it would be like not to see brands everywhere we turn. [Read this article about Sao Paulo – very interesting stuff.]

Maybe you’re thinking, “But, Brenda – that only applies to product brands, right?”  I couldn’t disagree more.  This same concept can apply to service brands, too.  In fact, a spa in Bangkok got my business again and again by pursuing this same strategy.  I once won a free offer from them and experienced their services, and from then on out, I was sold (even though I’m not that much of a “spa person.”)  Read that story here.

So, here’s the bottom-line branding lesson: If you have a product or service with a benefit that people can experience in one shot, offer it to your target customers for free, if you have to. Yes, FREE. Then, let your customers become your best cheerleaders. You’ll incur some cost giving away your products and services, but you’ll save a lot more money in advertising spend.

More than three quarters of a billion people – Over 880 million as of this writing – have watched the #1 YouTube video “Gangnam Style” since its release on July 15, 2012. That means that more than a third of all people on the planet who are on the Internet have laid eyes on that one video. Talk about powerful, low-cost branding! What marketer wouldn’t love to reach that kind of awareness and engagement with their own brand message?

If you’re one of the few people who haven’t yet watched this video, it’s a song by a Korean rap star called PSY who had, up to now, only been well-known in his native country. This single four-minute video has launched PSY into international super-stardom in a matter of weeks. So, what can marketers and brand builders learn from branding “Gangnam Style?”

Be catchy. The Gangnam Style song is clearly what they call an “ear worm.” It’s the kind of song that gets into your head and stays there. So, when working on your own brand messages, think powerful, memorable tag lines – phrases that are strategic but catchy, that represent what you want your brand to stand for, and that will easily stick in the minds of your customers.

Be “eye entertainment.” The Gangnam Style video is very visual and includes a variety of unique scenes in colorful environments. It’s attention-grabbing. Since our eyes are responsible for 70% of our human experience, visuals in branding are fundamental. Combine memorable, ownable visuals with your catchy strategic taglines, and your brand will have sticking power.

Be unexpected. One thing you have to say about the Gangnam Style video is that it’s not what you expect. PSY is hardly your average handsome, hunky rock star. He’s unusual, unique, and different. He’s funny and quirky. All of these elements make his video even more memorable because it’s not at all what we anticipate. What can your brand do that is unexpected?

Make an emotional connection. Watching the Gangnam Style video is an emotional experience. It reaches beyond your eyes and ears and engages you at a deeper level. All that, and the song is sung … in Korean?! I estimate more than 95% of all the people watching the video have no idea what is being said! It just goes to show that the words you use in your marketing messages are important, but you build a powerful brand by forging an emotional connection with your target customers. How well do your existing marketing materials connect emotionally with your current and prospective customers?

Inspire action. The Gangnam Style video makes you want to get out of your seat and move. Indeed, when PSY performed the song at the annual American Music Awards, the entire audience rose to their feet within seconds and began dancing. How can you inspire your customers into action through your own marketing materials?

Repeat, repeat, repeat. The melody and rhythm of the Gangnam Style song itself are very repetitive. To add to that, PSY has created his own dance style – the “horse-riding” move – that is also repeated throughout the video (and which has been parodied across the globe). Repetition and consistency are key to remembering a brand message and to helping solidify with customers what you want your brand to stand for. How repetitive and consistent are your own brand communications?

Leverage word of mouth. I found out about PSY’s Gangnam Style video from a Kiwi colleague who lives in Australia. Think about how you heard of it – through a friend, family member, or work mate? That’s the strength of word of mouth! Just how powerful has this form of marketing been for Gangnam Style? For perspective, the previous #1 video on YouTube was Justin Bieber’s “Baby” video that reached 804 million hits in 34 months. Gangnam Style reached more than 830 million hits in 135 days! (Can we say “Bye Bye ‘Baby’?”) I don’t know how much money PSY spent on the video, but his return on investment must be enormous. It just goes to show that word of mouth is still the lowest-cost, most effective marketing that exists. It’s essentially ‘free media.’ How can you make your brand message something that your customers want to share with others?

Don’t forget name recognition. One problem with the Gangnam Style video is that most people watching the video remember the name of the song but not the name of the artist. In fact, I admit I had to do some research to figure out who the singer was. Effective branding requires a good, solid link to the brand name. No matter how good your communications, if potential customers can’t remember your brand name, you aren’t spending your money wisely.

Avoid the “one-hit wonder” syndrome. Another potential problem PSY may have in the future is repeating this phenomenal success. Will he be a flash in the pan, a one-hit wonder? How does he come up with a second video that’s just as memorable? That remains to be seen, but it’s a great challenge to be faced with – the kind of challenge that we would all like to have as brand-builders.

All of this points to good news: You don’t have to spend a fortune to build a powerful brand. So, get to the drawing board and think about how you can build your own product, service, company, or personal brand using “Gangnam Style” strategies.

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In author Brenda Bence’s book and course entitled Smarter Branding Without Breaking the Bank, she unveils dozens of proven marketing strategies you can use right now to grow your business or brand at little or no cost.   Called “the definitive guide to branding on a tight budget,” Smarter Branding Without Breaking the Bank is a treasure chest of tips, tools, and techniques to help SMEs and solo-preneurs achieve powerful brand-building results at minimal expense.

In this eye-opening, engaging, and practical course, you will learn tried-and-true secrets to successfully building a brand even when time and money are slim. Previously known only by mega-corporations, these same strategies can easily be applied to smaller businesses  for a fraction of the cost.  The outcome?  You can build a powerful brand that is big on results without having to empty your wallet. http://www.udemy.com/smarter-branding

This one-of-a-kind program is filled with examples, illustrations, exercises, and more. You get everything you need to quickly gain valuable marketing skills, build a sustainable brand, and grow your business — all for less time and money than you ever thought possible.

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CHICAGO – Brand Development Associates International (BDA) has been ranked #23 in the Independent Consultants/Trainers/Coaches category of Leadership Excellence’s annual ranking of the top 500 leadership development programs in the world. The Leadership 500 is a ranking of the best individuals, teams, and organizations in leadership development practices and employee motivation-productivity today.  BDA’s 2012 ranking is up six places from last year’s ranking of #29.

This year’s Leadership 500 was published in the October 2012 Edition of Leadership Excellence magazine, a publication founded by business greats Ken Shelton, Stephen R. Covey, Ken Blanchard, and Charles Garfield. The issue was sent to almost 200,000 of the world’s “movers, shakers, and decision makers.”

“We are thrilled to move up in the rankings this year,” said Brenda Bence, BDA’s Founder and President. “To be recognized by a publication that is as well-respected as Leadership Excellence and alongside so many other accomplished companies and leadership thought leaders, means a great deal to us.”

To determine the Leadership 500 rankings, Leadership Excellence evaluated organizations based on seven criteria: vision/mission, involvement and participation, measurement and accountability, design-content-curriculum, presenters-presentations-delivery, take-home value, and outreach.

Brenda Bence founded BDA in 2002 after more than 20 years of building mega brands for Fortune 100 companies Procter & Gamble and Bristol-Myers  Squibb. During that time, Bence – who holds an MBA from Harvard Business School – was a senior executive responsible for billion-dollar businesses across four continents and almost 50 countries.

Today, only ten years after its founding, BDA does business across 30 countries and maintains offices in both the U.S. and Asia. The company provides training, coaching, and speaking services to clients located on six continents, including such companies as, Credit Suisse, Danone International, Deutsche Bank, KFC, Kraft, Lilly, Mattel, Microsoft, Sheraton Hotels, Standard Chartered Bank, RBS, UBS, and the U.S. Department of State.

Brenda Bence is a Certified Executive Coach, as well as a Certified Speaking Professional (CSP). She is the author of five marketing and branding books, which have collectively won a total of 21 international book awards.

Brenda Bence is available for television, radio, and press interviews to talk about leadership, coaching, and personal / corporate branding. Visit www.BrendaBence.com or www.BDA-Intl.com, contact +1-312-242-1830, or email Interviews@BrendaBence.com for availability.

Are you going to be in Singapore on November 8?

If so, Brenda Bence will be presenting a one-hour keynote that evening for the PrimeTime organization.

As you may know, Brenda doesn’t do many “public” type of events (she works almost exclusively with corporate clients), but she made an exception for PrimeTime because it’s such a terrific group!

For more information about the evening, check out: http://tinyurl.com/catj933

We hope to see you there!

Here is a link to my latest article that outlines five powerful assets you already have to build a successful brand as a small business owner or solo-preneur, at low cost or no cost at all.

Whether you are a coach or not, the information I share in this article can help you increase customer loyalty, strengthen your brand, and grow your revenues. Let me know what you think!

http://tinyurl.com/8zu3fn8

CHICAGO – June 2012: Author Brenda Bence’s latest book, Smarter Branding Without Breaking the Bank: Five Proven Marketing Strategies You Can Use Right Now to Build Your Business at Little or No Cost has won a total of seven book awards since its publication in September 2011, including top prizes from the 2012 Axiom Business Book Awards, International Book Awards, and National Indie Excellent Awards.

“We are delighted by the response to this book.” Bence said. “Smarter Branding, which is based on one of my highest-demand workshops conducted around the world, is focused on helping businesses with limited budgets successfully promote and grow their brands without the kind of deep pockets enjoyed by big brands.”

The awards won by Smarter Branding during its first eight months after publication include:

· Gold Winner, Advertising/Marketing/PR/Event Planning – Axiom Business Book Awards 2012
· Winner, Business-Marketing & Advertising Category – International Book Awards 2012
· Winner, Sales & Marketing Category – National Indie Excellence Awards 2012
· Award-Winning Finalist, Business Category – Next Generation Indie Book Awards 2012
· Award-Winning Finalist, Entrepreneurship & Small Business Category – International Book Awards 2012
· Award-Winning Finalist, Marketing and Advertising Category – National Best Book Awards 2011
· Award-Winning Finalist, Entrepreneurship Category – National Best Book Awards 2011

Bence spent the bulk of her corporate career in branding and marketing, building powerhouse brands across 50 countries and four continents for deep-pocketed consumer giants such as Procter & Gamble and Bristol-Myers Squibb. Once she decided to leave the corporate world and start her own company, she had to begin from the ground up – with almost empty pockets. Using her big-brand marketing experience, Bence developed inventive, low-cost marketing methods that built her company and name into a brand that now serves clients in 30 countries with offices in both the U.S. and Asia.

For years, Bence has passed along her experience across the globe through her Smarter Branding workshops, but when people continuously asked her to capture the information on paper, Smarter Branding, the book, was born. “I wanted more business owners to realize that they already have assets they can use to build strong brands at low-cost or even no-cost that can grow their business and quickly increase their bottom line,” Bence said.

Smarter Branding Without Breaking the Bank is Bence’s fifth book. The three books in her How YOU™ are like Shampoo personal branding book series have sold thousands of copies around the world and have won a total of 13 international book awards.

About the Author:

Brenda S. Bence is an internationally-recognized branding expert, dynamic speaker and trainer, and certified executive coach. Ms. Bence holds an MBA from Harvard Business School and in 2002, after a long career in big-brand marketing, she founded her own company, Brand Development Associates International. She now travels the world speaking, training, and coaching individuals and corporations to greater success through creative yet practical brand development. Brenda is available for television, radio, and press interviews to talk about her book and/or topics related to corporate and personal branding. Visit www.BrendaBence.com, contact +1-312-242-1830, or email Daniel@BrendaBence.com for availability.

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I watched with fascination the “Linsanity” that was the focus of global television, newspaper, and social media coverage for the past couple of months. After Jeremy Lin – a previously-overlooked New York Knicks point guard – scored 38 points against Kobe Bryant and the Los Angeles Lakers during a February 10 game, “Linsanity” took the world by storm. The phrase, which combines Lin’s last name and the word “insanity,” has come to stand for shifting from being an overlooked asset to breaking records and being seen as a talent sensation.

Now, Lin – a Taiwanese immigrant to the U.S. – has made history. As the first player in NBA history to score at least 20 points and achieve seven assists in each of his first four starting games, he’s now the second highest scoring player in league history over a period of four game starts and drumroll … Nike has even launched a new shoe design named after him.

Think about it: A little over two months ago, the idea of Nike designing a shoe that celebrates Jeremy Lin was incomprehensible. In his few games with the team, Lin hadn’t scored very much. He hadn’t even stepped onto the court for 13 of the Knicks’ first 22 match-ups. He was sleeping on his brother’s couch at night, multiple teams had dropped him from their potential player list, and he was playing in the NBA’s “D-league.”

Then, of course, in the span of one 48-minute game, Lin became a worldwide phenomenon – the latest poster child for underdogs everywhere.

So, how does this “Linsanity” apply toward building a brand for yourself as a leader at work?

Where’s the Talent?

How many Jeremy Lins might you have in your own company right now? An important part of being a good leader is recognizing currently-untapped talent, sniffing out and cultivating previously-perceived “underdogs” at work.

Take a look around: Who on your team hasn’t yet been fully leveraged, and who isn’t completely expressing his/her talents? Who on your team hasn’t yet had a chance to “step onto the court” but could potentially perform brilliantly if given the chance?

If you’re like a lot of leaders I know, you may be thinking, “I can’t delegate to most people on my team because they just aren’t ready,” or “I don’t think so-and-so is up to the task yet, so I’ll just do that work myself.” When you think that way, you end up (1) increasing your own work load, and (2) holding back some of your most gifted people, never allowing them to rise to the occasion.

And, of course, if your team isn’t ready to step up to the plate and take ownership, whose responsibility is it to make sure they get ready? I’m sure the New York Knicks coaches saw to it that Jeremy Lin got ready. While they probably couldn’t have predicted Lin’s mind-blowing performance in February, you can be sure they didn’t put him on the court without intensive training.

It’s the same with your team. You can’t expect employees to automatically succeed without the opportunities to practice and grow.

Of course, once Jeremy was trained and ready enough, the coach had to be willing to give him a chance and put him on the court. What opportunities for “practice” on the job can you give your team members? Who among you do you think could perform well if given the right coaching and opportunities?

Find ways to apply the lessons of “Linsanity” at work and strengthen your leadership personal brand in the process. There’s always an element of risk, but the rewards – as Jeremy Lin has proven – can be great. That’s what leadership is all about.