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Marketing and Selling to Specific Generations – Part 5

In the crowded landscape of generations, Millennials – initially dubbed Generation Y — may be the most popular, examined and adored of any generational group in a long while. Millennials, the first group to live from birth-to-death in the technology age, are one of the largest and most noteworthy cohorts. Born roughly between 1981 to 2000, it’s estimated that there were approximately 80 million Millennials in the U.S. in 2012. That number is expected to continue growing due to immigration of large numbers of younger people into the country.

Although scrutinized ad nauseam by analysts, demographers and sociologists alike, few agree on what qualities and quirks Millennials have in common. In fact, very diverse opinions reign on what defines a Millennial and what attributes the generation shares. Perhaps that is because it is still early in the process. After all, Millennials currently range in age from 16 to 35 years old. The younger members of that generation are just now coming of age and being shaped by the economic, social, political and technological developments of the 21st century. So what do businesses need to understand to be able to create a Millennial-friendly sales experience and customer service approach? And what should businesses consider as they hire and manage employees from this generation? Continue reading

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Marketing and Selling to Specific Generations – Part 2

There are six generations living in the U.S. today. Each spans a period of approximately 15-20 years or so. The oldest is the GI Generation (born 1901-1926). They are followed by the Silent Generation also referred to as the Conformists or Traditionalists (born 1927 – 1945). Then came the well-documented Baby Boomers (born 1946 – 1964) followed by Generation X (born 1965 – 1980) and then Generation Y also known as the Millennials (born 1981 – 2000). The most recent generation to emerge (born 2001 to the present) is being dubbed the iGeneration. They are also being referred to as Generation Z, plurals or Generation Wii.

So what is the purpose of labeling and defining generations? Most people in business, marketing and the media would say that the labels help them connect with and understand specific audiences. Called generational marketing, marketers use the trends and truisms for each group to customize their strategies in line with the values and qualities of the audience. For the media, the labels help to describe and ascribe cultural, social and political trends. But those labels are completely irrelevant to the people in those cohorts. The labels do nothing to shape the identity of the generations. It is life experience that shapes and defines them. Each generation is believed to share a host of qualities and characteristics that are a reflection of, reaction to, or rejection of events occurring whilst they were coming of age.

Indeed, it’s easy to overstate or over-generalize the qualities of a generation. Not everyone identifies with the labels of their generation. For example, the generation known as the Silent Generation, is viewed as one of traditionalists and conformists. Yet, much of what is now known about this generation shows that those labels may not be a perfect fit. While this generation may have followed many of the characteristics of the GI Generation before it, it also bucked many trends. And, given their net worth, it is a generation that businesses should understand well and engage. Continue reading

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The Accelerating Pace of Change in Business

Most people would agree that pace of change is accelerating. Some would even say the pace of change has hastened to an alarming rate. News travels seemingly at the speed of light. Social media has accelerated the pace at which news hits and spreads virally across the globe. Software updates are being issued even before the kinks are worked out of the previous version. The next generation of smart phones is released scarcely before we’ve had a chance to even crack the glass on the previous device. Transportation is also getting faster with high-speed trains and supersonic jets revolutionized the time it takes to get from point A to point B. Medical advances are also being discovered more rapidly. Seemingly daily, innovations in medicines, devices and therapies are being introduced that combat the most devastating illnesses. And fashion no longer adjusts according to the seasons. New styles are popping up in magazines, programs and window displays every week. As soon as one trend gains traction, another look emerges pushing the previous one into design history.

Indeed, the lightning-fast speed of change is redefining concepts such as old, historical, dated and passé. There isn’t even time to get comfortable and used to something before it is outmoded and updated. In some ways, this is a good thing. After all, who can argue against advances in medicine? But, for businesses, it is difficult to keep up with such a relentless pace of change. As things change, people’s skills must be updated so that they stay current and fresh. Technology must be updated. Systems must be replaced. So how can businesses and employees keep up with the ruthless onslaught of change that seems to make something obsolete even before there is time to learn and adjust to it?
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Nepotism, Part 2

Nepotism can be found in practically every industry in the world, even in the highly competitive fields of construction, real estate and finance. Billionaire real estate tycoon Donald Trump has always given his adult children special employment opportunities. His son, Donald, Jr., age 35, is Executive Vice President of the privately-held Trump Organization. His daughter, Ivanka, age 31, also works in her father’s organization. His son Eric, age 29, is Executive Vice President of Development and Acquisitions. It is doubtful that even the most exceptionally brilliant, well-educated and hard-working 29-year-old could land an EVP position at a billion dollar organization unless he was related to the owner. In fact, Trump’s children openly admit that nepotism got them in the door, but also assert they’ve had to pull their weight after landing the job.

If nepotism is that widespread and prevalent in businesses big and small, it stands to reason that there must be some benefits to nepotism. Certainly, it could be argued that the children of the world’s most successful entrepreneurs are likely to have attended the finest schools and have a keener understanding of the family business than any outsider. Yet, many human resource experts have come to regard nepotism as ultimately damaging to business. That is because it often interferes with a company’s operations and possibly creates an environment that is demoralizing to employees. Even though widespread, nepotism as a strategy to fill the best jobs has some serious drawbacks.
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Nepotism, Part 1

It was recently announced that 84-year-old media mogul Rupert Murdoch will be handing the leadership reigns of the 21st Century Fox / News Corp. media conglomerate to his son, James Murdoch. As part of the reorganization, Fox COO Chase Carey will step down from his role. James Murdoch got the appointment despite the 2011 revelation that News Corp’s News of the World reporters were hacking phones to get the scoop on stories. At that time, News of the World, a U.K.-based newspaper, was managed by James Murdoch, who was called before British Parliament to answer questions about the matter. News of the World closed shortly after the scandal. The debacle did not affect James Murdoch’s selection to take over leadership of the media conglomerate from his father.

For as long as businesses have existed, so has nepotism. Nepotism is the practice among those with power or influence to favor relatives or friends, especially by giving them jobs. It stems from the Latin word for nephew, which kind of goes to the heart of the practice. The most familiar forms of nepotism have been passing down the leadership of a family business from father to son and giving key positions in a family business to children, grandchildren, nieces, and of course, nephews. It’s a practice that has been around — and accepted — since ancient times. With small family businesses in olden times, it was only natural that a son apprenticed with his father, learned the family business, and eventually took over when the father passed or was too old to work. Back before there were colleges, technical programs and other paths to learn a trade, an apprenticeship in the family-business was the primary way to pass skills from generation to generation. It was not only a good thing, but also a necessary one. It was also natural for a parent to want his family to continue to benefit from a business he built from scratch. But nepotism hasn’t been restricted to just mom-n-pop shops. Like Century 21 Fox / News Corp., conglomerates have been handed down from parent to child. Indeed, sons have even inherited kingdoms from their fathers since time immemorial.

The world has changed a lot since ancient times. Almost everything about how businesses operate has changed, evolving to accommodate new technology, systems for teaching trades and occupations, and methods for recruiting and managing staff. There is no longer a need for nepotism. Yet, nepotism still exists; alive and well in the 21st century in organizations large and small. What has changed is how nepotism is viewed by many. Not only do some complain about the unfairness of nepotism, but business pundits question if nepotism is bad for business. That begs the question: is nepotism a good thing or a bad thing? Is it an invaluable pipeline of highly-qualified talent that business owners and leaders can tap inexpensively to fill key vacancies? Or is it a human resources scourge that, when allowed to spread unchecked, contaminates and kills businesses?
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Intellectual Property: Are Your Brands, Products and Services Protected? – Part 3

A hiccup treatment device. A snake walking system. Carry-out food containers. Tiny umbrella for your drink. A fireplace waterfall. A wind-harnessing bicycle. What do these things have in common? These are all odd but real solutions to specific problems. More importantly, besides being a little strange, they are also among the millions of inventions that have been patented since the U.S. Patent and Trademark Office (USPTO) first started issuing patents in 1790. A patent protects an invention the way a trademark protects a brand and a copyright protects intellectual property. However, unlike trademarks and copyrights, which don’t need to be registered to be in effect, patents do require an application and approval to get patent protection.

That makes patents less attractive to the average small or mid-sized business. That’s because taking an idea from conception to patent is a long, rigorous, and expensive process. An idea that isn’t fully developed might result in patent protection that is too narrow in scope. And patenting an idea that never gets to market is a waste of good money. It can cost from $25,000 to $50,000 to get an idea patented. Yet the vast majority of patents are never commercialized. So when does it make sense to patent a product or process? And what protection does a patent provide?
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Intellectual Property: Are Your Brands, Products and Services Protected? – Part 2

Anyone with a new invention or process must file for a patent in order to protect his or her ownership and use rights. However, that is not so for new works of art, photos, pictures, songs, books, manuscripts, publications, plays, movies, and shows, among other things. For items of creative expression, copyright is automatic, meaning that nothing needs to be done to claim copyright protection. Although additional rights are provided if the work is registered with the U.S. Copyright Office, legal protection is guaranteed once a work is created – which is the day it is “fixed in a tangible medium of expression.”

That’s not all that is different between copyrights and other intellectual property protections such as patents and trademarks. That is why this is an area of business about which there are many questions. Why is a creative work automatically copyrighted but not other kinds of inventions? Do copyright protections expire or do they last forever, like a trademark? And what kind of legal protection does copyright offer the average person or business? The answers to these questions help shed light on how people and businesses can protect creative property.
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Intellectual Property: Are your Brands, Products and Services Protected? – Part 1

The average person knows very little about patents, copyrights, trademarks and service marks. They all fall within the complex legal realm of protecting the rights to something unique created by or belonging to a person or company, generally referred to as ‘intellectual property’. If you ask the typical entrepreneur if his brand needs a trademark or service mark, he probably wouldn’t know. And if you asked an average CEO to explain if or when a product needs a patent, he is unlikely to know the answer. In fact, even the average attorney knows little about this niche area of the law. It focuses on that special axis point where creativity and invention intersects with business and marketing.

While multinational companies have huge legal departments that handle trademarks and service marks for their intellectual property, the average mid-sized and small businesses generally do not. In fact, the leadership at small and mid-sized companies may not even give any thought at all to protecting the company’s intellectual property. Although they should protect their brand, products or services from possible infringement, most don’t. And that is risky business. The first step in protecting intellectual property is to understand the basics about the protections available and how they work.
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Go Mobile or Go Home

Marketing is constantly evolving. First there was print advertising. Then came persuasive radio commercials. After that came colorful TV ads. Then, with the evolution of technology and the advent of the World Wide Web, companies established an online presence. Business owners quickly surmised that without a website, their company would not be perceived as ‘legitimate’ or ‘reputable’ by most consumers. Even the smallest mom-n-pop shops set up simple, informative websites Then, as e-commerce flourished, websites became more sophisticated. Then companies were forced to go social. Social media sites sprouted up like weeds and companies had to get engaged or be forgotten. All of this marketing takes time and costs money. Still, the pace of change is relentless and businesses are now facing yet another change thanks to the growing tidal wave of Smartphones. Used by tweens, teens and adults of all ages, Smartphones are quickly taking over the shopping landscape and businesses are now feeling pressured to design websites that are mobile-friendly.

However, many companies have been slow to embrace the mobile revolution. After all, setting up and maintaining mobile websites, in addition to traditional websites, is both costly and complicated. Why go mobile when a company’s standard website works just fine and is delivering tons of traffic and sales? The answer: because Google has just said so. And Google, the 800-pound gorilla of the digital realm, will not take “no” for an answer. Continue reading

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Logo Mania

Often people confuse the words ‘logo’ and ‘brand’, and use them interchangeably. For many, the two words are synonymous. That is not so. A company’s brand is comprised of much more than its logo. A brand is a promise. It’s a unique combination of a logo, words, typefaces, colors, slogan, mascot, personality, price, customer service, aesthetics, attitude, voice, and more, all working together to convey the essence of the company or organization. That said, the company logo is a key, integral part of its brand and, often, it is the most easily-identifiable representation of the company’s identity.

It used to be that once a company created its logo, it stuck with that logo for a long, long time…. say 50 or 100 years if not forever, unless there was a very good reason to change it. That is no longer the case. With the rise of the Iinternet and improvements in design programs that have made it easier than ever to create digital art, companies are opting to regularly update their corporate logos. But deciding to update a company’s logo – or even create a new logo for a new company – has its challenges. Like art, the appeal of a logo is often in the eyes of the beholder. Those who decide to engage in this exercise should understand the common elements shared by the best logos of all time.
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