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There’s a very specific behavior that has puzzled me for years. You can see it for yourself in the video above.

When a plane comes to a complete stop at the terminal, a tone signals that it’s safe for passengers to remove their seat belts.

For many, it also means “stand up quickly and start unloading luggage from the overhead bins amidst dozens of fellow passengers who are doing the same thing at the same time in the same very confined space, and then stand there for 10 minutes not moving.”

But I’ve never seen any of those passengers who jump to their feet make a move for the door in order to be first off the plane. They seem to respect the unwritten rule of “no cuts.”

So, why stand up right away?

Do people stand because everyone else is standing? Do they not want to “miss out” on establishing their place in line? Do they really think that what they’re doing will move them forward any faster?

Now apply those same questions to your marketing efforts.

Are you doing what everyone else is doing just because everyone else is doing it? Investing time, for instance, in all the social media channels? Talking about the things you “have” to talk about in the way you “have” to talk about them?

Is there any value in what you’re doing, marketing-wise? Or are many of your efforts akin to standing around in a crowd, not moving forward?

Do you have a Pavlovian response to whatever “tone” it is that signals you to react? (“It’s December, so it must be time for our winter promotion because that’s what we do in December.”)

If you could ask every one of those people in the video why they stood up at the tone, what reason do you think they’d give?

And if you asked every member of your team to explain the reasons your company markets the way it does, would their responses leave you wondering why?

Yes, that shop window in the photo is real.

It’s hard to imagine a more unfortunate name for a business these days. Nazi Death Camp Bar and Grill might top it. The Lee Harvey Oswald Daycare Center comes close.

Removing the word Isis from your company name might be an easy call for most, but it’s not always as obvious as to when you should re-name or re-brand a product or company.

While there’s certainly more to a brand than a name and logo, both are key determinants of how a company is perceived.

Terry Lesniewicz is the Chief Branding Officer for Design2Influence (d2i), our advertising and design agency that specializes in re-branding. In a recent interview he talked about logo changes specifically.

“When a logo is a heritage logo, like Coca-Cola’s for example, it needs very little modification. Maybe a clean-up now and then,” Terry said. “Heritage brands, like Hershey’s, don’t change their packaging, while a newer candy or energy bar may change their look quite frequently.”

“But the tech industry, for instance, hasn’t been around long enough to have that heritage, so they’re not beholden to the past. Plus, the tech world views ‘new and fresh’ as good.”

“These days, brands are simplifying their logos. Freshness is always a positive. And a logo change can suggest that you have new products or a new focus,” Terry said. “So, if you have a great reputation and are widely known, consider freshening your logo. But, in the same breath, I’ll say that you have to protect an older logo and the value that it represents."

“Changing a name or logo can be a tough decision,” Terry admits. “There’s history there and equity and even an emotional attachment to consider. So, before we do any design work, we walk our clients through that process of deciding if it’s time for a change or re-fresh.”

If your name, logo, packaging, signage, collateral material or any other element of your branding or advertising is outdated, ineffective or no longer communicating the unique value you bring to the marketplace, talk with the d2i team. You can reach Michael Seay at 419/724-7374 or This email address is being protected from spambots. You need JavaScript enabled to view it.

Today is July 4, 2016. More than 240 years ago, a bunch of guys had a pretty good idea: to formally break away from an oppressive ruler and form their own nation; a nation built on personal liberties and a government of the people.

Crazy? Impractical? Even suicidal?

It must have seemed that way to many people back then. After all, humans aren't equipped with 20/20 foresight, so who could blame the doubters, right?

But thank God for those crazy, impractical dreamers who, yes, risked their lives for their idea.

It could have gone down in flames as history's most poorly conceived experiment. It's certainly come close to collapsing a few times over its nearly two-and-a-half centuries.

But because of the tremendous pride, passion, fight and flexibility of the generations that descended from those founding fathers, the idea has survived.

So, here's to ideas. Bold, risky, costly, courageous, game-changing ideas.

Ideas that don't stand a chance...until they do.

Ideas that fail miserably, because they are the fertile soil in which the most fruitful ideas grow.

In your work, be a dreamer. Ask “what if...?” and “why not?” Imagine. Push for better. That group of people with the grand idea did, and you owe your entire way of life and work to their revolutionary thinking. 

Now, it's your turn. 

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What the Gettysburg Address Teaches Us About Marketing

Yeah, it’s just a game.

But I’m feeling better than usual this morning - the morning after the Cleveland Cavaliers won their first NBA title in franchise history.

I was born just outside of Cleveland - east side. I grew up there - west side. Then, I left for college at age 18 and I haven’t lived there since - almost 35 years now.

But it’s still my city. And Cleveland teams are still my teams. Through all the moments of disappointment. Through all the seasons without hope. Through the worst drought any fan has ever had to endure, they were - and always will be - my teams.

And I’m far from the only one who feels that way.

So, if teams that consistently and even predictably underperform can maintain a passionate fan base, you can certainly find ways to encourage customer loyalty, right?

Each team is different; not just from city to city, but from year to year. As players and coaches change, teams develop unique personalities and playing styles. Their marketing departments may even latch onto those differences and promote them. What’s unique about your team? What are the benefits of that uniqueness? How can you spread the word about your brand’s style and personality?

In post-game interviews, many of the Cavs talked about believing in themselves, despite the fact that no team in NBA history had come back from a three-games-to-one deficit. What about your team members? Do they believe in what they do every day? Do they look for ways to improve? Do they understand how important their roles and their performance are to customer perception and your company’s success?

Next season, the Cavs will be the team to beat. And yes, there will be even greater pressure on them to repeat. Likewise, how does your team improve its game to meet tougher competition and rising customer expectations? Do you have a goal - or several - that everybody is shooting for? Are you all moving in the same direction, unified and focused?

Those are all questions you need to address before you can maximize customer loyalty.

If you’re a Cavaliers fan, take a few days to enjoy the team’s success, and then get back to work on your own. Let us know if we can help.