Monday, February 29, 2016

You cannot hide behind a brand

John Oliver gives a "how to" on taking the cache out of a great brand name. 

Use facts.

Saturday, February 20, 2016

E*Trade "Opportunity Is Everywhere" Is Money Wasted

E*Trade's most recent commercial, featuring Kevin Spacey and Robert Duvall, opens and closes with the marketing manta "E*Trade is all about seizing opportunity."  It's truly a rudderless statement that perfectly compliments E*Trade's overarching strategy, that "opportunity is everywhere," including but not limited to Scottrade, Charles Schwab and Fidelity.  In fact, the "opportunity is everywhere" is so exquisitely generic that it can be applied to any other business; picture Coca-Cola all about seizing the opportunity for refreshment or Amazon seizing the opportunity to buy stuff.

Juxtapose this with E*Trade's most famous work; the "E*Trade baby" advertising.  While they were adored for the cute and funny baby used, they were great advertising because the message was clear; buying stock is easy with E* easy a baby could do it.  It's a position that E*Trade worked hard to capture but is beginning to relinquish after years of search everywhere else for opportunities.  In my opinion, they should seek to rediscover the value of simplicity, particularly for a younger investor.       

That may happen soon.  Earlier this month they decided it's time to cut their losses and seize the opportunity for change by putting their marketing up for review.  E*Trade will need to look within to find it's next opportunity; meaningful differentiation.

As always, thank you for reading and for sharing.  

Wednesday, February 3, 2016

LinkedIn Search Is Like Going Fishing in a Swamp

Lately, LinkedIn is looking a lot more like Craigslist.  The floodgates have officially been opened and its job postings have been showered with subpar listings by fly-by-nighter's.  Such postings are easy to spot.  The company name is typically a generic one, their postings outnumber all the others at a ratio of at least two to one, and their message often screams something for nothing in all caps.

Left unchecked, this spam will drag down the customer experience and that of reputable clients.  There is an easy fix and LinkedIn needs to look no further than Craigslist to find it.  Give users the ability to remove or hide particular companies or job postings from their results.

The longer you subject your customers to scrap the bottom of the barrel to find what they're looking for, the sooner it will be your reputation that they begin to question.  After all, you are the company you keep.

As always, thank you for reading and for sharing.