Rodney Goldston is the Owner of JugHead Media, a full service online marketing company. He is a Online Marketing Consultant with a wide background as a Sales & Marketing executive with Fortune 100 companies such has GMAC, Wells Fargo, & MetLife. Rodney holds several advance Google and HubSpot certifications. He helps his clients become successful online by using Inbound Marketing to attract visitors, convert visitors to leads, and turn leads into customers.
In 1967 Muhammad Ali was stripped of his title due standing for something he believed. He refused to be drafted into the army and sent to Vietnam claiming before the world “No Vietcong ever called me nigger”. In addition his boxing license was suspended by the state of New York. He was convicted of draft evasion on June 20 and sentenced to five years in prison and a $10,000 fine.
At the time many Americans (both white and black) disagreed with Ali. Fifty one years we look back and say not only how courageous he was, but how right he was for standing for what he believed, and for using his global platform to bring attention to social injustice.
Sadly today we’re watching the NFL and some Americans attempt to do the same thing to Colin Kaepernick. I’m happy that Nike has decided to stand with Colin as he continues to take a knee. And in doing so is engaging in marketing that matters.
Most of us don’t have to risk sacrificing everything to bring attention to a worthy cause. But it’s worth keeping in mind that if you won’t stand for something you’ll fall for anything.
Indeed we are judged by the company we keep and Conlin’s keeping great company with Muhammad Ali, Tommie Smith, John Carlos, Peter Norman, and Billie Jean King to name just a few athletes who’ve risked it all to stand on ideas that matter.
Let me start by saying that if you know me personally or if you follow this blog then you know I’m a fan of the Starbucks brand. But I’ve got to be honest. I just had a bad experience (from a marketing and branding stand point) at my local Starbucks.
After I left the gym this morning I pulled over and ordered via the Starbucks app oatmeal with 2 agave syrups, 1 blueberry pack, and 1 fruit & nut seed medley.
The bad vibes started the moment I walked through the door, and didn’t get the usual ‘Welcome to Starbucks from across the counter’. But that wasn’t the problem. The young lady serving up items at the pickup counter it was visible (at least it seemed) like she just didn’t want to be there. I mean I walked through the front door (along with another gentleman) and straight to the pickup counter and just stood there and she didn’t acknowledge either of us. We’re just standing there, and the pickup counter is right in front of the entry door…she saw come in. So we had to ask for our stuff.
When I get my order it’s wrong. But what’s frustrating me is that this not the first time this store has gotten my orders wrong. So I go up to the pickup counter to show her on my iPhone screen what I ordered and to ask does it come through to you this way. Her response “I don’t know, I didn’t pack your order”. I’m thinking “What!!!”. So I ask again, and she gives me the same response.
While standing there I realize I can’t read her name tag because it looks like someone took a wet cloth and smeared the white letters so that only what looked like a G, a Y, and an N were visible in her name. I’m thinking to myself what’s the point in wearing an illegible name tag?
Finally she asked me what was actually in the bag, I told her and she gave me the items that were left out. But what she didn’t give at any point was an “I’m sorry we got it wrong”. Sadly, this experience is a long way off form the Starbucks Barista Promise I wrote about a while back.
The main points I want to make here about branding are.
If you’re an employee and you’re having a bad day, as we all do sometimes either suck it up and smile or just go home. Our attitudes affect how the companies we work for are perceived.
Small things like a name tag that can’t be read actually matter a lot to some people … like me.
If you or someone else on your team get’s something wrong start with “I sorry”, not “I don’t know I didn’t do it”.
Do you know the most important thing to focus on if you want to be successful at making a really great cup of coffee is? It’s the beans. But instead of focusing on the beans most people spend hours of time, and hundreds of dollars researching and buying brewers, and then buy cheap beans. When all they really need to do is the relatively simple thing of buying good quality beans.
The point here is that people are easily distracted from the main thing. That’s why your ability to focus is critical to your success. If you’re a salesperson, or solopreneur then the most important things for growing your business is for you to focus on are revenue-generating activities. If you’re in customer service focus completely owning and solving one customers problem before moving on to the next. Are you a Vloger…then you’ve got to get out high quality video content consistently.
Hopefully you’re getting the point. To be successful at whatever it is that you’re doing it’s imperative that you keep the main thing the main thing! Do all the other stuff later or outsource it.
In short know what your beans are and focus on them.