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What’s that literary term for when human emotions are attributed to aspects of nature, like the weather?

Pathetic fallacy. Right. I can thank my English Lit degree (and Google) for that.

Perhaps the dubious winter weather many in North America have been facing recently is reflecting the mood in tech right now. For some, there is so much up in the air right now, but no matter what’s happening around us, we always have a choice, don’t we?

Give this classic song by Rush a listen as we see what the experts are saying this week.

If you choose not to decide…

…you still have made a choice. At least that’s what Geddy Lee sings in this week’s song.

Salesforce’s earnings announcement seems to have quieted some of the negativity surrounding them recently. Sometimes blame is better to give than receive – right?

This reminded me of a post by Seth Godin:

As we face difficult choices and work to make things better, it’s quite likely that alternatives being presented aren’t ideal or even appealing.

Many organizations and communities are stuck because ‘none of the above’ is the majority’s opinion… but unless you’re willing to acknowledge that you’re simply being difficult, ‘none of the above’ comes with the responsibility to describe a path that’s better.

Because forward is the best option. Let’s go with one that makes the most sense – and if you don’t have a better plan, you should be responsible enough to back the one that’s most likely to work, even if you don’t like it.

Whatever your feelings about Marc Benioff, we can all agree that Salesforce has been a tremendously successful organization and benefited shareholders over the years. If you want to support them, it’s up to you, right? You can choose the path that’s clear… just make sure it’s a path forward.

How about a beer, eh?

Rush recently released their own beer (and their own mustard). Sure – beer goes hand-in-hand with Canadiana, so maybe it makes sense for this legendary Canadian act to be ‘moving pitchers’. It made me think – how many other bands have their own beer?

We’ve all seen wines and other alcohol promoted by celebrities (remember I talked about Dave Grohl’s Crown Royal endorsement at the Super Bowl!). But what about beer?

Here’s a list of 12 well-known bands that have produced their own brews. Some of these surprised me. But with COVID, I think many bands were on a fortune hunt, looking for ways to supplement their income without touring revenue. My favourite name: Iron Maiden’s ‘666 Strong Bitter’. But every time you open the fridge and see that band logo it reinforces your love of their brand! Cool stuff.

What about B2B? Imagine you had a brand that made people clamour to ‘consume’ in all aspects of their life! How many line extensions would you have for your brand? You may not produce a branded beer for your customers – but what else do your customers consume? Leave nothing to chance and stay front and centre in their minds…

And as always, don’t hesitate to call me to brainstorm or just say hello!

Looking forward,
Rick

Rick Endrulat, President | ricke@v-causeway.com | www.linkedin.com/in/rickendrulat

The post The Fallacy of (No) Factions appeared first on Virtual Causeway.

What Do B2B Marketers Do Now? is an ongoing email. Join the mailing list to be the first to receive these weekly insights!

I saw the Rolling Stones UNZIPPED exhibit earlier this year. As a fan, it was cool to see an exhibit dedicated to the musical, business, and creative lives of one of the greatest rock bands in history. And it got me thinking – what are some of the business lessons we can learn from the Rolling Stones?

Start up this song and have a listen as we get caught up this week…

Images Matter. If you’re of a certain age, when you think about The Rolling Stones, you picture their distinctive tongue logo (that is, if you’re not thinking of one of your favourite tunes). The Rolling Stones’ icon certainly has withstood the test of time – can you imagine the band deciding to do a rebrand?

It’s not just the logo that has defined the band’s image. Besides their music and performance charisma, a collection of posters, photographs, album art, and merchandise – some with collaborators such as Andy Warhol – comprise the branding power and mystique of these legends, taking us places we’d never, never seen. Young people today taking selfies think they invented this, but it was really the Rolling Stones.

How’s your brand? Do you stand for something? Do your visuals amplify your brand?

Packaging Matters. For the Stones, the visuals go beyond graphic design to fashion and the accoutrement of their realm. One section of the exhibit walks us through their guitar stories and another through their enormous influence on fashion. They seem to have had as much fun making a mark on the world through fashion as through their musical risk-taking.

How about you? Are you leading the industry and taking risks? Do your choices in ‘packaging’ help you stand out? Or are you struggling to compete with the riders in the other heats – your co-workers and competitors?

Experience Design Matters. As rock ‘n’ roll exploded, musicians upped the ante through performance, and the Stones led the pack. As if their music wasn’t distinct enough, The Rolling Stones created dazzling experiences through their live shows. I still remember vividly the first Stones show I saw in high school! The exhibit tells us about the behind-the-scenes design process, complete with architectural drawings and 3D models. Nothing, it seemed, was left to chance.

How is the experience of your brand and that of your company? Are you designing memorable experiences for your clients?

Kick on the starter, give it all you got! Don’t lose sight of what matters to your customers, and be innovative in how you capitalize on that.

As always, don’t hesitate to call me to brainstorm or just say hello.

Looking forward,
Rick

Rick Endrulat, President | ricke@v-causeway.com | www.linkedin.com/in/rickendrulat

The post What Matters to your Customers appeared first on Virtual Causeway.