clemans on marketing: confessions and misdemeanors

Slow Innovation

Take big, scary, mind-boggling ideas and scale them back so others will more likely accept them in bite-size chunks and  jump on board with full commitment. Terry Tietzen, in the New York Times Opener last Sunday, talked about how he introduces innovations to his team, "I start small. You're a monster in my mind. I have to give you a cookie so you'll start liking the idea and not feel overwhelmed. So you have to break it down..." Why not start with  a mind map? Consider what's next? What will help? What do we need to do today to get to tomorrow? Play. Walk away. Attack it in manageable ways. See what flows, then grab the good stuff and go!

Almost every time people see something new for the first time, in my experience, unless they are unfailingly brave, they shoot it down. By Day 3, the idea begins to make sense. By Day 14, they claim ownership!

Entrepreneurs: Start Right

Entrepreneurs need to focus their vision to start and grow companies that matter. Unfortunately, because entrepreneurs are running in so many directions and wearing so many hats, the end user is often lost in translation.

I am working with entrepreneurs and CEOs in healthcare, food and beverage, technology, and professional services.

My job includes making sure they have the right positioning for every marketing and branding effort we push into the light of day.

Start your new company on solid ground and thrive:

1. Messaging matrix
2. Logo design
3. Brand personality
4. Web presence
5. Integrated social media and web marketing tools
6. Integrated sales tools
7. Marketing strategy
8. Marketing tactics and roadmap
9. Find someone smart and able with the vision to lead the charge

Seriously Results-Driven Smackdown Content

When you meet someone, do you immediately check your internal radar? Is he/she for real? Do you relate? Is there any there there? Does he/she "know me"?

Exceptional content needs to get through in the same way, or people just won't buy it.

Make everything you do useful, thought-provoking, inspiring, meaningful, and actionable.

Work It Baby.

The super Portable Solar Charger for cell phones, iPads, MP3 players, game devices, and more, JOOS Orange will be featured with a super model, Irina Shayk, in the December issue of Men’s Health – circulation 20 million. I'd say that's decent PR and XXXceptional news! 

Game Changer

I love game changers, especially when they are eco-friendly, solve sustainability issues, and cut down on the mountains of plastic bottles discarded every single day.

I am speaking of the freshly launched Replenish – Rethink the Bottle. Each biodegradable, reusable bottle is fitted with a "Concentrate Pod", filled with 98% plant-based household cleaner concentrate.

Just add water, again and again, at least 4 reuses for every Concentrate Pod, until the concentrate is gone. Keep the bottle, toss the earth-friendly Pod, and order more – scented with lavender, lemon, or green tea.

Replenish's goal is to eliminate 1 billion bottles from landfills. The product is manufactured in the USA.

Entrepreneurship brain power going in the right direction.

Politics of One – Influence the Many

Here, the medium becomes the message. And a powerful one at that. 

Brand Stamp

Mani pedi anyone?

Green with Envy

Wish I'd invented it: advertising that tells and shows. Check out this solar-powered magazine ad promoting green energy in Israel. Look at it in the publication under artificial light and it's a black-and-white sketch. But hold it up to sunlight and the image morphs into living color right before your eyes.