Cyber Monday is the Buggy Whip of E-Tailing.

10 responses.

Cyber Monday’s business press was all atwitter looking at that day as well as Black Friday, Small Business Saturday, and Technology Tuesday. Makes me wonder when they’re going to celebrate WTF Wednesday, too.

But this year something new happened. All of a sudden Cyber Monday sales figures are coming in wonky. And experts are falling all over each other to explain what’s going on.

“The holiday season and the weekend are a marathon, not a sprint.” National Retail Federation CEO Matthew Shay told Bloomberg when Cyber Monday sales tumbled an estimated 11 percent over the weekend from a year earlier and 6 million anticipated shoppers didn’t show up.


Shay pointed out many consumers don’t feel like the economy has recovered from the recession yet. That makes it difficult to gauge how much they plan to spend on Cyber Monday or any other day.

New York-based analyst Simeon Siegel put it this way: “You can’t outsmart the consumer anymore. You need to pander to where the consumer wants to shop and when.”

Still other retail experts pointed out that lower Cyber Monday sales were actually a good sign. They theorized this meant consumers were confident and didn’t need retail gimmicks to get them to buy.

Of course no one has bothered to point out that what we’re really seeing is the beginning of the end for traditional retailing. The reason experts all have different opinions is because they’re prognosticating on something they’ve never seen before. And all the facts and figures they trot out to confirm their points of view are old measurements of an old world we’ll never see again.

Kim Kardashian and Cyber MondayTake Cyber Monday itself for example. According to The New York Times, “The name Cyber Monday grew out of the observation that millions of otherwise productive working Americans, fresh off a Thanksgiving weekend of window shopping, were returning to high-speed Internet connections at work Monday…” Of course, this was written in 2005 when most consumers didn’t have high-speed Internet access anywhere but their offices. Today WiFi hotspots are as numerous as Kim Kardashian’s husbands. There is simply no reason for shoppers to wait until they get to work to go online and shop. And since shoppers know the prices they see on Monday will still be available on Tuesday and Wednesday, they’re in no hurry to grab bargains on Cyber Monday.

Unfortunately, the retail industry has trained consumers to expect, demand, and wait for low prices and shoppers now exercise their Pavlovian right to the best deal available regardless of what stores and websites are yelling about.

The only place where this unfortunate reality is not sucking the profits out of retail is the luxury goods market where brands such as Apple, BMW, Hermes, and Louis Vuitton sell more than just the sum of their components. Instead of using price and function to fight it out, these savvy brands understand that whether or not consumers rush to the mall or the Internet, they will pay top dollar for exclusive experiences that define their lifestyles and themselves.

In other words, good brands make you feel good but great brands make you feel good about yourself. The great brands that understand this and build the perceived value of the good feelings they create will prevail regardless of whether it’s Cyber Monday, Black Friday or The Hell With it Thursday.

Good Brands on Cyber Monday

A Great Brand on Cyber Monday

Good PR is Good PR. But Only If You’re Ready.

7 responses.

Lots of people quote the old bromide, “All PR is good PR” but few people actually live it. Recently I had a friend tell me that not only did he believe this saying but he wanted to promote his brand on radio and TV as I’ve done. So after arranging some media training and making some phone calls to various network honcho friends, I was finally able to get my buddy on a few radio interviews.

At first he was terrified, then merely anxious, and now he’s done enough interviews that he’s getting a little lackadaisical about the whole thing. His visits to local studios have become so routine that he’s taken to calling the stations he’s been on by the call letters WNEL (W No one Ever Listens).

Yesterday he sent me this email about all the good PR he’s getting: “I will be on-air again tomorrow but no one cares. Think about the result of throwing a pebble in a raging river. Think about WNEL with even fewer listeners. Think about the proverbial tree falling in the empty forest and the effect it has on the planet Earth. I could go on but I would only depress myself further. Why do I bother to do this anymore?”

Isn’t it funny how quickly my friend’s viewpoint changed? When he first got on air he was almost shaking with excitement and nervousness and now his once-coveted appearances have become a dreaded drudgery and odious obligation.

Of course I have a little of experience here and can empathize a bit. Sometimes supposedly good PR appearances can feel like you’re just screaming into a chasm. Sometimes the echo of your own voice is the only thing you hear through your little headphones at the exact moment when you’re hungry to hear the cheering accolades of millions of adoring fans.

But if my friend’s goal is to promote his books and his business on air then maybe it makes a little sense for him to pay some dues when no one else is watching or listening. After all, you wouldn’t want the first time you get on television to be that coveted interview with Oprah Winfrey or Jimmy Fallon would you?

Sometimes being in the wrong place at the wrong time allows you to get all the kinks worked out so you’ll be ready for the good PR when you get to be in the right place at the right time. Sometimes that little extra bit of practice, screaming into the chasm as it were, shows you what to do — and more importantly NOT do — when your big break finally comes along.

When Your Good PR Opportunity ComesAlthough those big breaks do seem to happen to others with alarming ease and frequency – think Justin Bieber being discovered on YouTube or Ava Gardner being discovered when her photo was spotted at a portrait studio – they are certainly anomalies. Most people who make it big become overnight successes only after 20 years of hard work and nose to the grindstone stick-to-it-ness.

Which is exactly what my friend is doing with his day in and day out appearances on WNEL, honing his skills while he gets the experience he needs to be ready for his big shot at good PR whenever it happens to appear. His on-air goal should not to reach a lot of people yet but to be prepared to paraphrase Norma in Sunset Boulevard and vamp, “All right, Mr. DeMille, I’m ready for my close-up” when his big opportunity finally shows its beautiful face.

My father used to remind me “when opportunity knocks you can’t say ‘come back later.’” Instead you have to use the downtime before your big chance, the calm before the storm, to make sure you’re as ready for your opportunity as you can be. Because sometimes opportunity knocks early, sometimes it knocks later, and maybe sometimes it doesn’t knock no matter how hard you prepare for it. But to have opportunity come knocking when you’re not yet ready to answer the door would be the most frustrating of all.

How do you get to Carnegie Hall? Practice, practice, practice. How do you take advantage of your good PR? The same way. Practice, practice, practice until you can take full advantage of the opportunity. Because as congressional librarian Daniel J. Boorstin said about potential and achievement, “Some are born great, some achieve greatness, and some hire public relations officers.”

Victoria’s Secret Secret

9 responses.

Victoria’s Secret UK showed a lineup of beautiful young women wearing their lingerie under the headline “The Perfect Body” and generated over 26,000 angry signatures. Protesters complained that the campaign “offensive and damaging to women.” The uproar was not enough to get Victoria’s Secret to apologize or scuttle the campaign but they did reissue the same ad with a new headline that read, A Body For Every Body.”Victoria’s Secret’s Secret

Apparently Victoria’s Secret wants its naysayers to know that they were heard and the company responded appropriately. But in their rush to do as little as possible, Victoria’s Secret used the same picture and they continue to use similar pictures in all of their advertising and marketing. It’s ironic that Victoria’s Secret imposed their new headline, “A Body for Every Body” over a picture that only shows one type of body.

Victoria’s Secret’s Secret

What I don’t understand is why the line The Perfect Body is damaging enough for people to protest but the Victoria’s Secret picture of 10 tall, thin, young, busty, beautiful women with long straight hair in their underwear is not. After all, if the problem with the headline is that it suggests that all women need to conform to a particular body type to be perfect and beautiful, then why doesn’t the photo cause the same uproar?

The bigger question is really who is the Victoria’s Secret advertising created to appeal to in the first place?

For years, advertising for men’s clothing was created to appeal to women because the reigning wisdom was that women bought 80% of men’s clothes for their husbands, sons, boyfriends, etc. While this purchase percentage has changed somewhat in the last few years, it’s still a fairly universal belief that women buy, or are responsible for motivating the purchase of, most menswear.

But women’s wear is different. Not only don’t men buy very much of it for the women in their lives (not even sexy lingerie) to begin with, but most women don’t even dress for men; instead they dress for themselves and for other women.

What this means is that Victoria’s Secret using homogenized sexy images is not created to satisfy a male view of what they want the women in their lives to look like, but is created to appeal to the very woman who are buying Victoria’s Secret’s products in the first place – few of whom probably look like the models in the ads. Instead, Victoria’s Secret is presenting an aspirational view of how the women who buy their products want to look.

Of course this practice is not solely limited to female shoppers. Regardless of whether Tommy Bahama men’s clothes are bought by men or women, it’s interesting to note that Andy Lucchesi, the model used in the ads for the past decade, can’t be much more than 40 but sports the hair color of someone almost half again as old. Tommy Bahama’s message, like the Victoria’s Secret message, is simple: You are younger, better looking, and in better shape than your age (or actual condition) would suggest and wearing our clothes will only enhance that feeling.

Victoria’s Secret’s Secret

By the way, it’s not only clothing that uses this aspirational strategy. Few sports cars ever go faster than 70 MPH — but they could.

Few four-wheel drive sport utility vehicles ever go off road or actually do anything that an old-fashioned station wagon couldn’t do just as well – but they could.

Our Olympics-quality running shoes don’t help us run any faster, our state-of-the-art laptops don’t make our prose any more profound, our ceramic chef’s knives don’t cut our frozen pizzas any straighter, our Eric Clapton limited-edition vintage Fender Stratocaster electric guitar doesn’t make our blues riffs any deeper. But they could.

As we’ve discussed time and time again, People don’t choose what you do, they choose who you are. Not only is product competence cost-of-entry, but, as we’ve seen, most consumers don’t actually use all of the functional benefits of what they’re buying in the first place.

Instead, consumers use their purchases to confirm the aspirational dreams we all have.

The products - underwear, Hawaiian shirts, SUVs, whatever - don’t make us any better. But they could.

Opportunity (or You’ll Never Know If You Never Go).

19 responses.

A good friend of mine got the opportunity to speak at a very prestigious event. Besides the honor of the invitation, my friend was hoping to attract a big crowd, sell some of his books, and generate some buzz. Unfortunately, the organizers had some challenges—and a comedy of errors ensued.

My buddy’s name was misspelled on the invitations. His talk was scheduled in a room that wasn’t shown on the map. And his headshot wasn’t included in the program with the other speakers.

Needless to say, my friend was angry. He shot off a nasty email to the organizers and threatened to pull out of the event all together. But before he did anything rash my friend asked a brain trust of his friends for their opinion. When cooler heads gave the opportunity a once-over, everyone realized that pulling out of the event was not his best strategy.

Here’s some of the good advice from the email thread my friend received. I think you’ll find the input pretty universally relevant:

  1. Make Each Opportunity Work.

“Unless you’re a diva I would not back out. That would only disappoint the people who want to see you. This kind of crap is all part of the game, like bad PA systems, broken projectors, bad lighting, etc. We’re pros, so we find ways to make each opportunity work.”

  1. Play The Cards You’re Dealt.

“Hey, these things happen all the time. Incorrect lighting, bad introductions, being positioned right after the “we’re firing you all after this speech, so listen good, you hear?” kind of comments, etc. Play the cards you’re dealt. Make the most of the opportunity.”

  1. Extra Effort Could Pay Off Big.

“One way you could grab the bull by the horns would be to send out notices letting your fans know where you’ll be. Have a special gift for them like a free PDF or audio download. Print up some special business cards for that event clearly indicating where you will be, how people can reach you and how they can take advantage of the offer you’ll make that day only. In other words, make the opportunity something great despite what has already happened. This will take extra effort for you but could pay off in bigger ways than if everything had gone correctly from the beginning.”

  1. You Never Know Where Your Next Opportunity Will Come From.

“I think you’ve confused the purpose of networking events with selling books. C’mon, you’ve already sold what, over 3 million books? So if your appearance sells 24 or 240 (or even 2,400) of your books, it is statistically irrelevant.

The reason to speak at this event is because it’s prestigious and may get you in front of the single person who makes a difference. After all, you never know where your next opportunity will come from.

As the pioneering retailer, John Wanamaker famously said: “Half my advertising is wasted. Trouble is, I don’t know which half.”

  1. You’ll Never Know If You Never Go.

“One of the requirements for success is being in 1) the right place at the right time. To do that, however, you have to be in 2) the right place at the wrong time, 3) the wrong place at the right time, and 4) the wrong place at the wrong time.

There are no guarantees except that your presentation will result in one of the four scenarios listed above. But if you never go, you’ll never know.

The Two Secrets To Success.

20 responses.

Competency Is Table Stakes.

Many people complain about the various forces keeping them from success. But it’s becoming more and more clear that the things that hold us back from success are not external factors but our own fears, insecurities, and concerns.

Pogo on SuccessAs Pogo the Possum said, “We have met the enemy and he is us.”

If you spend a lot of time reading the new gurus of prosperity and productivity you’ll be confronted with a lot of advice that tells you success will come when you decide to “Be The Best,” “Be Sensational” or “Be Unique.”

I’m here to tell you you’ve been lied to. You don’t have to be the best to achieve success. Fact is, the best of the best rarely make it to the top. They’re too concerned about being great to be good.

Success requires a lot more than just an unwavering commitment to your craft. It requires perseverance, marketing, attention to detail, and not just a little bit of luck. But if you’re too busy sitting home and working on your guitar arpeggios or perfecting your sales pitch, you’ll never get the chance to make something happen.

As Sting sang, “To search for perfection is all very well, but to look for heaven is to live here in hell.” Truth is, you don’t have to be the best at what you do, you have to be the best at showing your prospects how you will make their lives better.

So what are you waiting for? Get up, get out, and show the world what you can do. And here’s the bonus: While you’re building your path to success, you’re also improving the skills you need to be successful.

As detrimental to success as trying to be the best is, it’s not the only obstacle in your path. The other myth that holds you back is the myth of uniqueness. That is, the never-ending search for a distinctive and wholly individual identity.

Being Unique. Just Like Everyone Else.

Everywhere you turn, people say that success requires you to be unique. “No two snowflakes are alike. No two fingerprints are similar. Be unique.” They say it with the back of the hand attitude that makes it sound simple and easy. But do you know what an exacting term uniqueness is? The dictionary defines the word as “being the only one.” So unless you place a modifier such as fairly in front of unique, the word is absolute with no room for variety or compromise. You can’t be a little unique any more than you can be a little excellent, a little perfect or a little pregnant. Unique is unconditional. You either are or you ain’t.

Think about how few successful people actually pass the strict dictionary definition of unique. We all balance on the shoulders of giants and even the most successful among us built their success on what came before.

Let me be as clear as I can — success does not require uniqueness, certainly not in the fingerprint or snowflake category. Instead, it requires that your audience can see and understand your authentic difference.

Lest you think I’m giving you an easy way out from the nearly impossible task of defining uniqueness, know this: success doesn’t usually come to the unique because their potential audiences aren’t sophisticated enough to know what they’re being offered.

History is riddled with stories of unique characters who were ignored, shunned, and denied until some act of fate finally broke their ideas into the mainstream. Joan of Arc was burned at the stake. A penniless Van Gogh committed suicide. Jimi Hendrix died of a drug overdose. Even Steve Jobs, the businessman of the century, was fired by Apple before he made his stunning comeback. The evidence is clear that forging a unique and individual path is not the way to success or happiness.

Joan of Arc, Vincent Van Gogh, and Jimi Hendrix on Success

The need to be unique is a presumptuous, egotistical myth. But it is not a key to success. Instead, create an authentic identity that tells the world NOT why you’re different but who you are. Position yourself through the eyes of your potential audience and watch how they relate to you. If your tribe feels that who you are makes them better, thinner, smarter, richer, happier or whatever, they’ll pay – and pay big – to be around you. Who’s accomplished that? Lots of people you know, including Oprah Winfrey and Ellen DeGeneres. You feel good watching them because they help you feel good about yourself.

In the end success comes down to Oscar Wilde’s great quote, “Be yourself. Everyone else is already taken.”

Babyfonics Genius Disrupts Reading.

11 responses.

Heidi Dobbs, Founder Babyfonics GeniusLast week we talked about disruptors. This week we’ve got a great example of disruption called Babyfonics Genius. And if you have a child or grandchild who’s learning to read, you’ll really enjoy this post.

New mother Heidi Dobbs was busy teaching her pre-school children to read when she had a brainstorm — what’s the point of teaching kids the ABCs if it doesn’t actually help them read? Wouldn’t it be better to teach children the letters’ sounds instead? That way her kids could sing the sounds together and automatically read the word.

Example? Joey knows all his ABCs. Courtney doesn’t know her ABCs – but she knows her lettersounds. Both kids start kindergarten. The teacher asks Joey to read the word “ant.” He recites the letters “A…N…T.” The teacher asks Courtney to read the same word, and she says “aaaaa… nnnnn… ttttt — ant!”

Heidi developed her program and sent both her children and her nieces and nephews off to school already knowing how to read simple words and sentences.

Their teachers’ reactions?

Some of their teachers were thrilled. Some were nonplused. But most were surprised that kids who couldn’t identify their ABCs could actually read while the other students who knew the ABCs could not.

Despite this, none of the teachers were interested in using this system in their classrooms. After all, the ABCs and reading had been taught the same way for years. The teachers pointed out that the system wasn’t proven. It wasn’t accredited. And its inventor didn’t have “Dr.” before her name or a string of impressive initials after it. The fact that Heidi’s kids and her sister’s kids were the best readers in their classes didn’t seem to matter.

We’re Ready To Be Disrupted.

So Heidi did what so many red-blooded American inventors have done before her. She developed her system herself and offered it to exactly the people who would be most interested – the engaged and involved parents of preschool-aged children. Except instead of having to create books and games and work with printers and pay for inventory and rent storage space and pay for advertising and shipping, Heidi used Internet technology and created an app called Babyfonics Genius.

Five days after uploading her reading app to the Apple App Store, Babyfonics Genius was made available to the public and parents everywhere were given access to a whole new way of teaching their children to read.

There’s no publishing company, no middleman, no distributor, and no wholesaler. In other words, there’s no one to get between Heidi and the kids she wants to teach. Just a great new idea that’s helping parents everywhere.

FOX Business anchor Melissa Francis, herself a mother of small children, interviewed Heidi on her show Money with Melissa Francis, and parents who tuned in were immediately able to pull their phones out of their pockets and download Babyfonics Genius. But of course it didn’t stop there. Heidi repurposed the footage on YouTube and on her various social media feeds (Twitter, Facebook, LinkedIn, etc.) and gave even more parents the opportunity to learn about her innovation.

Soon more and more new students will show up at their schools knowing how to read but not knowing the names of the letters they’re reading and more and more teachers will be puzzled. At a parent-teacher night or at a PTA meeting maybe, they’ll ask a parent how come their child can already read and more folks will know about Heidi’s disruptive breakthrough. But none of it will have gone through the traditional channels.

Eventually Babyfonics Genius will be a ubiquitous success, resident on every new parent and grandparent’s iPhone, and everyone will know about it. Yahoo or Google or Microsoft will pay a billion dollars for Babyfonics Genius and Heidi’s smiling face will be on the cover of Forbes or Fortune or Fast Company’s richest 40 under 40 edition. Perhaps Babyfonics Genius will be so successful that Heidi will be even more famous that her major league infielder husband Greg.

But right now Babyfonics Genius is a disruptive little idea waiting to be discovered. Don’t say I didn’t warn you. And don’t hesitate to download it if you have little ones at home.

The Disruptors vs. the Disrupted.

13 responses.

The two guys sitting next to me on the plane disrupted my peace and quiet by chattering away like old friends. I couldn’t open up my laptop until we “reached a comfortable cruising altitude of 10,000 feet” so I was stuck listening to them even though I really didn’t want to.

Turns out the first guy was creating new video technology application and the second guy had been in the video rental and installation business for 30 years so they had a lot to talk about. Basically their conversational ping-pong went something like this:

Guy One: “We’re going to readjust the framitz on the whosie-whatser which will double our resolution. That will allow the gesungie to process twice as much data in half the time.”

Guy Two: “That’ll never work. I used to own 200 framiwitzers. We tried it every different way but it was a complete waste of time.”

Guy One: “Sure but that was because your framiwitzers were analog. Now that they’re digital we can push the compression of the schmutzer until they re-sync.”

Guy Two: “No way. Schmutzers are specifically designed to slow down the render rate. We tried to increase the compression but it never worked.”

Mercifully that was about the moment that I heard the little bell ding over the PA and was able to open my laptop and crank up some Led Zeppelin.

We’re Ready To Be Disrupted.When I disrupted the music and pulled my headphones off a few hours later to go the bathroom the two of them were still at it. Guy One was explaining some new technological advancement he was testing and Guy Two was insisting that it he’d already tried it and that it would never work.

It finally dawned on me that Guy One was not from the video industry. Unlike his more experienced seatmate, he came to the business with fresh views and fresh ideas. He was bright-eyed and bushytailed and full of excitement about all the possibilities. On the other hand, Guy Two was an industry lifer who had seen and heard it all. He knew everything there was to know about each idea and knew for certain that none of it would ever work.

Mark Zuckerberg, the guy who created Facebook and disrupted social media forever, did not come from the college yearbook business or the communication business. Elon Musk, the brains behind Tesla, did not come from the auto industry. Pierre Omidyar, Ebay’s originator, did not come from the auction business.

Need more? Brian Chesky and Joe Gebbia, the designers of Airbnb, the online room rental service that as of spring 2014 booked more room nights than Hilton Hotels, had 10 million guests and 550,000 properties listed worldwide and a $10B valuation —making it worth more than industry players Wyndham and Hyatt, did not come from the hotel business. They were just two guys who wanted to rent out their San Francisco loft in order to help cover their rent.

Do you notice a pattern here?

These disintermediators of the communications, automotive, auction, and hotel businesses did not come from the businesses they ultimately disrupted. Instead they used their knowledge of the Internet and programming, combined with a belief that there had to be another way to accomplish what they set out to do to zig when everyone else zagged.

Thanks to the ubiquitousness of the Internet and digital technology, we are seeing businesses disrupted where we never thought possible. Remember classified ads? CraigsList put an end to them. CDs and DVD? iTunes and Netflix drove them into the ground. Maps? MapQuest. Circuit City? Amazon. Pay phones? Cell phones.

The trend that shows no sign of abating is not just the elimination of legacy business models but that the slashing will continue to be done by people who come from outside the industries that they disrupt. Technology is ubiquitous, good ideas can come from anywhere, and those outside the industry don’t know what can’t be done because they’ve never done it before.

Back to my flight and the argument between Guy One and Guy Two? It’s still going on. Guy Two is disrupted toast. He just doesn’t know it yet.

The Truest Brand In The World.

11 responses.

Bill O’ReillyThe more I write about how critical it is to discover and express both your authentic self and your customers’ deepest desires in your brand, the more questions I get. Many are about how one can discover the true self they should be promoting, or how to know exactly what their customers want. Clearly answers to both these questions require a lot more time than an email answer or even blog post offers. But the other frequent request is for a clear example of a brand that is congruent with both its own authentic self and the desires of its clients.

Sure there’s a pat list of expected answers including names such as Apple, Porsche, BMW, Panerai, Ralph Lauren, Harley-Davidson, Prius, Las Vegas, and Hermes.

But perhaps the truest brand example I can think of is Bill O’Reilly. Seriously. Bill. O. Freaking Reilly.

Before I explain, let me issue a prophylactic disclaimer. I’m neither condoning nor condemning O’Reilly’s politics in this blog. For the sake of illustrating the concept of true brand value I’ve gone out of my way to be as agnostic as possible. The point here is not the what, but the how.

Almost a year ago I was a guest on The O’Reilly Factor, coincidentally invited along with my friend and tech/social media genius Peter Shankman, as one of two marketing experts O’Reilly wanted to interview about ESPN’s decision not to run a Christmas-themed television commercial for a Catholic children’s hospital.


It was O’Reilly’s contention that ESPN’s refusal to run the spot was a clear example of what he called “America’s War on Christmas.” Click HERE to watch the interview.


If O’Reilly had actually permitted me to explain why ESPN had disallowed the commercial I would have told him about these three factors:

  1. To not offend their viewers, ESPN – like all television networks – has policies regarding how much religiosity they allow. Before you jump to conclusions, look at it this way. Most Americans wouldn’t mind Christian messages, and many would accept Jewish messages. Fewer still might tolerate Muslim doctrines on their TV set. But how about Baha’i teachings? Or Wiccan sermons? Or even Pastafarianism (The Church of the Flying Spaghetti Monster)? These are all accepted religions that are guaranteed freedom of expression under the Constitution. But because the network’s choice is to limit them all or limit none, they chose the former.
  2. EPSN – again like all television networks – has clear charity requirements. I don’t know for sure, but I’d bet the potential advertiser didn’t fill out the required 501(c) 3 forms and therefore the network couldn’t be sure that any money donated to them would be used appropriately.
  3. Did you notice that the little boy in the spot was wearing a surgical mask? And did you notice that the mask had a big red splotch on it? No TV signal wants their viewers changing the channel to avoid looking at blood.

Flying Spaghetti Monster

The funny thing is that O’Reilly, one of the highest paid personalities on television, knows these things better than I do. But explaining them doesn’t promote his brand nor engage his audience.

Bill has strategically built an aspirational brand by living the life his viewers wish they could live. Bill sells his brand to disaffected, formerly middle-class general market consumers who are angry that the life they lived is being eroded by rampant technology, increased minority rights, painful economic realities, and encroaching old age. And so O’Reilly brilliantly fabricates crises such as The War on Christmas to empathize with his audience while he first enrages and then placates them by manhandling his guests. Quite simply, O’Reilly beats up his mostly affluent, well dressed, educated, and/or minority guests because his audience wants to but can’t.

By doing this, O’Reilly has perfectly aligned his authentic self with his audience’s deepest desires and created one of the truest and most profitable brands on television.

Simply remove O’Reilly’s signature rancor, and there’s a lot to learn and emulate from his brand, regardless of what you think of his politics, his practices or his policies.

    Sign up for my weekly branding insight


    By signing up, you agree to our Terms of Service and Privacy Policy.

  • Follow Bruce on the Web

  • Most Recent Comments

    • User AvatarBruce, A thought provoking, creative, and clear example of how storytelling is... by Jeff Stay says on How To Ask For Money.
    • User AvatarI would bet you're right, Rich. Scammers are always quick to utilize... by Bruce Turkel says on How To Ask For Money.
    • User AvatarSorry, Don, I thought it was clear -- the prosperity brand works.... by Bruce Turkel says on How To Ask For Money.
    • User AvatarThanks for that insight, Paul. That was exactly the kind of verification... by Bruce Turkel says on How To Ask For Money.
    • User AvatarInteresting insight - Harvard being once again the most successful university in... by Rich says on How To Ask For Money.
    • User AvatarHello Bruce. I really enjoyed this article and the insight you brought... by Carlos Reyes says on How To Ask For Money.

  • Archives