“To become an icon, a brand must not only target the most advantageous contradiction in society, but also perform the right myth, and in the right manner. In mind-share and emotional branding, storytelling is left to creatives as an executional issue.” —  How Brands Become Icons by Douglas B. Holt

Being able to control opinion of your brand, your product and yourself is a key part of being successful. Influencing the way people interpret what you do and making it accessible to as large an audience as possible is essential in expanding your business. If you think that you are being seen as someone without ambition then you’re not trying to craft a perception.

What are you doing to turn your brand into an Icon?

This article discusses how the Olive Garden restaurant chain is bringing in Don Francisco, the famous host of a Spanish speaking variety show, to help appeal to the U.S. Hispanics. The company is also giving all of its restaurants menus in Spanish and preparing its staff for incoming Spanish speaking customers. This is just another great example of people realizing the potential of grabbing the Latino
market.

Check it out here

In starting and ultimately running your own business, every single one of you will have to deal with haters.

Those are the people that that don’t want you to succeed, and they are always trying to pull you down to their level with negativity. For whatever reason they have to hate (jealousy, mostly), these people also tend to be the loudest. They will criticize you with every possible opportunity, and try to turn others against you.

But should you just ignore these people? Absolutely not. Sometimes, if you are able to sift through all the negativity, they can offer valuable insight into your product that you may have never thought of before. Maybe they have a valid reason for their animosity, and there might be something you can do to change their minds, which could also lead you to a better product. Just whatever you do, don’t fall into their trap by throwing insults back and forth, because it can make you look petty and weak, and they win.

Remember, it is up to you to offer the best product you can, and that means looking at the negative feedback just as much as you would the positive.

This article is an interview with Heineken’s Chief Marketing Officer, Christian McMahan. He talks about the brand’s new campaign made by the same people that made by Dos Equis “Most Interesting Man in the World” campaign. The once famous brand of Heineken (and its sub brands like Heineken Light) has taken a hit recently and is currently trying to raise its profile through these commercials that identify Heineken drinkers as a “social all-star who doesn’t play it safe”.

READ ARTICLE HERE!