Reputation Notebook

Presidential Premiums!

The scene outside Grant Park tonight was a marketers' delight -- Obama t-shirts, buttons, bumper stickers, hats -- you name it. All in good taste, all upbeat and fun, as far as I could see, but the candidate is clearly a brand. It was like Disney for Democrats. One enterprising dot-com was passing out fliers for their e-commerce venture, which appeared to have no connection to the event whatsoever. And mobile phones -- everywhere!

Clients 'Running into the Fire'

Last week was one of the far more interesting weeks at our firm, with three client CEO telling me their own different twist on the economic crisis.  

Despite the current financial upheaval, one consumer electronics company CEO is actually planning to make a bigger splash at an upcoming trade show than he originally intended months ago.   How?   As the bigger industry giants are dropping out of the event, this savvy firm is picking up their prime booth space, moving from some remote portion of the hall to a spot adjacent to one of the industry's biggest players.  He's no longer fighting for attention -- his brand is now front and center.

Another business services CEO claimed to be "running into the fire," using economic turbulence as an opportunity to pick up marketshare from his less agile competitors.    Customers need his service, and the fact that he can save them money makes his offer more appealing than ever.

A third CEO in the retail industry is actually opening new stores -- not closing them.   His company has identified super niche areas -- under-served and urban -- and is rushing to fill the customers' need for a local outlet.  "Who wants to drive now, at a time like this?" he asks.   

None of these executives claims economic challenges are not present; instead all of them are viewing it as an opportunity to claim share, seize new ground or take markets while their bigger competitors are pulling back.