So they got a 3-letter dot-com domain

So they got a 3-letter dot-com domain. Very cool sounding. Very hip. Does good work conveying the short, quick and up-to-date spirit. But is this name good enough for marketing purposes?

I tried typing the name of the company in Google. Got about 1.5 million results. First 3 results where unrelated. The company’s domain was 4^th. Followed by a very long list of unrelated results, some included the 3-letter domain dot some other country. Somewhere around result number 25 I found the Techcrunch article covering the company. The company’s blog was result number 42.

Now let me just get this clear: I am not attacking the company’s SEO expert. Even if the best work would have been carried out and our company with the 3-letter name would have occupied all first 5 entries on Google, they would still have problem marketing.

Here are some reasons why:

Apparently, there are many uses for the company’s 3-lettered name. It is short for something in windows, it is used in several other software or tech solutions product or company names, it involves some European organization, it makes a part of the name of many companies all over the world.

That means that its uniqueness in not assured.

That usually translates to problems trade marking the name.

But really, the very basic: Think of the viral or word of mouth which is an essential basis for acquiring customers. First customer tells potential customer: “Hey, check out this XYZ company. Look’em up…”.

Now go fish.

Brainstorming with my daughter

I love brainstorming. This is really one of the best ways to achieve results. I encourage brainstorming in all levels of the organization, for many types of questions or problems. Being a self employed independent consultant I don’t have co-workers to brainstorm with, but I often brainstorm with my clients or with other, third parties, involved in the service rendered.

When it comes to my startup-idea, I didn’t really know who I can brainstorm with. I don’t have any partners, yet. Surely enough no co-workers. My husband, chief brainstormer, doesn’t posses enough knowledge of this industry to help here. It’s been staring me in the face for so long, that I don’t understand how only last night I realized it:

My 13 year old daughter is the best brainstormer for this project! She has been the chief inspiration for the project, so why not brainstorm with her?

For the past several weeks I have been the coolest mom ever for my kids, while I introduced them every other day to a new web site with games, networking or virtual worlds. I collected their impressions, and sometimes their friends’ impressions, like a spontaneous, accessible, focus group. Based on these impressions and my own research I started to create a document describing the system I am planning to create. But something was missing all this time.

Yesterday, while she was dragging me to work out, walking around the neighborhood streets, I asked her if she would like to hear what I am working on. While I started to describe the project she contributed her feedback, which evolved into ideas. My concept is different from all major sites so you have to be a flexible and creative thinker.

I was impressed by her ability to think marketing, communications and to suggest technical features. Like a good brainstorming session it evolved to a ping-pong. Her being a 13 year old girl, without any hi-tech experience, only contributed.

When we got home we both concluded that it was a very good workout…

Socially yours…

I love social networking. Online and offline, virtual and real world networking. Over the past couple of weeks I have participated in several real life social networking events and enjoyed every minute of them. Reports will follow.

Here is an observation: social networking has always existed. In my life it has always played a major role. After all, I began my journalistic career at the age of 16, and what do journalists do? Network!

So what’s the big deal? Why do the 20-something walk around proudly as if their generation has invented social networking?

Well, the fact is they didn’t invent social networking, but social networking has been re-invented. First of all, it is not profession-dependent any more. You don’t need to be a journalist to network. Come to think of it, you don’t need to be a journalist to write…

Then, you do need the double channel for networking today. The online-offline go hand in hand. Online can allow a certain reach. Offline extends and enhances networking.

And here enter the 20-something. I started to type my stories, news and reports on a PC in 1990. That’s only 18 years ago. The 20-something were just about to start school. They started their reading and writing with the computer already present in their lives. Computer games, which were never present in my childhood, took a major bite in their childhood. If my better hours of childhood afternoons were socializing around the neighborhood, some of their better hours were already dedicated to solitary relationship with the computer. And yes, I know, you can socialize with friend around the PC too. I have a 10 year old son. Let me tell you something – it is not the same type of socializing, nor networking.

This generation was in the most desperate need for social networking. So when social networking finally arrived (did we mention web 2.0?), they claimed ownership, naturally.

Being a 40-something doesn’t mean I can’t benefit or I fit less. Au contraire! With my real-world social networking experience, the online-offline game is a true pleasure.

Next: Web 3.0 – semantic web, who is going to claim ownership for that??

Branding Yourself: The Barefoot Shoemaker

So I’m an independent communications strategist.

After 20 years of diversified experience in communications and marketing, working for a superior, I was gladly dismissed by my last boss nearly 7 years ago. I was pregnant at the time that startup failed and being sacked was the best thing that happened to me and to my family: First of all, I no longer had to endure the endless days, sit through pointless meeting and juggle that inevitable working mom’s juggle between work and kids. But then, I had to figure out what’s next.

The “next” didn’t happen immediately. But as soon as I made the decision to remain my own boss I realize I will have to face the business questions: Who am I? What am I offering? What is my unique selling proposition? What sets me apart from my competitors?

For some reason, although these questions and some more are the first set of questions I present my clients, this client, meaning – myself, had decided to postpone the work on my own brand. Every project I received justified the “I don’t have time for it now” and postponed it a little more.

Employees are hardly ever responsible for creating an employer’s core values or market-positioning statement — a succinct summary of “what makes us unique” and the foundation from which a company develops all communications. This information is handed down to the employee – I should know, I’ve created some with my clients.

But here, now, “L’État, c’est moi”! I am it. Branding has to be done by me, for me.

Where should I start?

Truth is, I never did. I mean, I did start it. Many times. Spent hours thinking and writing, but never got round to the finishing. Remained a sort of barefoot shoemaker.

Branding and the holidays

Why talk about it now? Every time there is a period of holidays, usually characterized by a week plus long school vacation, workload drops and I find myself with some time to check on my own business. Look again at that checklist I have been adding to every now and then. So every holiday, I get back to the basic, very first assignment on the list and wonder how comes this, my very flag, my best, my talent, I dread the most? What will people think about the shoemaker’s shoes?

Manolo Blahnik, Shoe Designer

Open their minds. Break the borders.

Jeff Pulver is an international seasoned business man, who travels for breakfast. He is also a social networking guru. He has almost 5000 contacts on Facebook. Two months ago I met Jeff at one of his Social Networking Breakfast, I think it was the first one he did in Tel-Aviv. The event was organized via Facebook. To prepare for the event Jeff sent to people the following Pulver Kit Video. The idea, if I am to simplify it, is to take tools that we know from web based social networking, into the real world. People tag themselves, and they tag other people they meet.

I decided to run a little experiment. I took three 8th graders (my daughter and 2 friends) with me to the event. They had to watch the Pulver Kit video first, and I also showed them how ning works. Then I let told them that their assignment is to tag others and get tagged. The event was a huge success. Jeff, said it was the largest breakfast event he ever held. More than 150 people attended the cafe at the port of Tel-Aviv. The girls were a little hesitant at the beginning but quickly understood the spirits and became a hit. Look at them here, interviewed by Jeff: Noa, Shaii & Keshet

At the end of the event I told them that I thought of throwing a similar event for all the 8th graders (finishing elementary and going to various hi-schools next year) and that this can serve as a good basis to create their own network, aimed at keep in touch.

The girls said that what they really enjoyed is meeting new and interesting people and they would rather do an event with the 7th graders or even an event with the 8th graders’ parents!

They have discovered the greatness of social networking. The ability to meet other people and talk to them like equals. The ability to learn of things one may never reach without the great borderless social networking.

On the way they back they were already discussing how to connect to teenagers like themselves from other cities and nationalities.

Now they are open!

The Client from Hell (2)

Well, that’s what happens when you don’t follow your instincts.

I could smell it was going to be a client from hell, but let my guards off when he begged me to work on this project for him. This never happened to me before and it was slightly embarrassing.

They tried to bargain off my expenses and I said that’s where I draw the line and if it doesn’t work for you – that’s OK. But so do I (…not work for you). Then the CEO phoned me and said that his envoy “doesn’t understand these small things…” and of course he wouldn’t mind paying the expenses”, and talked me into taking this job.

To tell you the truth, I was flattered. I know I am good at what I do, but it’s always a pleasure to feel needed.

So I began working with him. Right at the beginning I realized that the payment isn’t going to be the worst thing here. What the client wanted wasn’t a whole new name for his business, according to a professional positioning and branding analysis. What he wanted is a consultant to confirm that he can do this. He recruited all tools he had to prove me wrong, including his friends from around the globe…

I must wonder, why would he look for a consultant at all? I mean; there are plenty of ways to go about doing naming for your company. Prices range is incredible. You can find web sites and software to generate weird names for free and go for a “Do-It-Yourself” process. You can hire a copywriter to suggest invented words for 300$ or a naming company to do a complete positioning-branding-naming-legal trademark process for more than $100,000 (ask Dov Moran) and there are plenty of options in between.

I thought that if this client has decided to address a professional namer, and insisted on hiring me after I was ready to let him go – he values the professional input he may get.

Instead it felt like a sour face reaction to any suggestion I made. This has blocked the possibility of any true dialog, that must develop between the client and the service provider.

I don’t want to end a project with a dissatisfied client. It’s a rule. This has caused some projects of mine to prolong over unreasonable length of time. However, I guess it’s time I realized, that I can’t win them all. Certainly not those who felt like they are going to be a client from hell right at the start.

So here 2 new rules:

One – trust your instincts and two – you don’t have to win them all.

The Egg.

I am looking for a partner, or two partners, to join my new startup. This is crazy. I mean there is no company yet. It’s an idea spread on many web pages and doc files. And although I have been so many times in and with startup companies, it’s hard to understand that jump from the paper to real life.

It is not my first ever idea, but this one, unlike the previous ones, is burning in my bones. I just know there is something to it and it’s a project I must execute or I will regret it for the rest of my life.

I need to find a partner, or partners, with whom I can share this burning sensation. But it suddenly occurred to me, married for 20 years, that finding a partner is a marriage situation. Indeed, there are no kids in this system, but down the road, you do get to be responsible for the livelihood of others, and this is a serious obligation.

So beside the professional qualities this partner should bring in, like the technical knowledge which I lack, I made out a list of characteristics and personal qualities.

The first and foremost is the rhythm. My partner has to be a quick thinker, quick reacting, action person. One that has completed the assignment before we even ended talking about it. One that after we meet, will be sending me an enthusiastic email to keep things moving. Can’t work with people who take their time (days) in responding to my email.

The second must is creative thinking. No one can ever partner with me if they don’t have a creative spirit. Creativity is key factor in the success of any business. Let alone a startup.

The third must is knowledge. There is nothing I value more than knowledgeable people. People who learn constantly from anything around them. People who absorb knowledge with every breath they take.

I am sure there are more qualities I haven’t listed here. But the search has begun.

The chicken or the egg, marketing or the product?

Last week I participated in the Tel-Aviv-Yafo Entrepreneurs Meetup I organized. The meeting presented a panel of three, Danny Arazi, Ouriel Ohayon, Yaniv Golan and was moderated by Avichai Levy (about the participants). The debate was around the question “How early should a company begin to establish its brand and marketing strategy?”

It’s an interesting question and rather an emotional one. It is always emotional when you get to marketing. Being a marketing person myself I am lacking some objectivity. However the panel presented people like Ouriel Ohayon – a VC and tech oriented man and Yaniv Golan – CTO of Yedda, alongside the multifaceted Danny Arazi, and the more marketing oriented Avichai Levy, so it was a good opportunity to get a more comprehensive impression of the situation.

There were three of us when we prepared for the panel. Esther Loewy and Avichai Levy joined me. Esther is a Kellogg-Recanati graduate and a marketing communications consultant. We started with the gut feeling that the main problem the Israeli market is facing is either total disregard for marketing, or the opposite, “know-it-all” approach.

We felt encouraged by the discussion developed with the entrepreneurs from the audience, because it became clear there is a growing awareness of the importance of proper marketing strategic planning. However, the “know-it-all” approach seems to be leading the way even to this blessed result. VCs and angel investors are examining the marketing strategy of startup companies. It is rare that a startup will raise funds without any marketing planning.

However, some expressed their opinion that being marketing-aware is a needed requirement from anyone who wishes to establish a startup. Since at the beginning entrepreneurs are lacking the funds to hire a marketing function, they are required to work out their marketing strategy by themselves. And the general belief is – that if you can’t do it, than you can’t build your startup company. The result is – that more computer engineers or electronics engineers are doing marketing. It is not their specialty, nor their forte. But it is a necessity, driven by the market.

Quoting one of the panelists, Ouriel Ohayon: “But if your service is all about seducing, attracting and understanding the user, the marketing is a key competence of the company. Even more: the whole DNA of the company should be imprinted with marketing. From the CEO to the product team. Marketing is not a function or a title: it is the company. Marketing is about having a great product, a great user experience, a good logo and brand identity, a good customer service, a good distribution road map, a good customer acquisition program and even more important a good customer retention program.”

It is encouraging to think that investors hold marketing so highly. Repeating the DNA phrasing, Ouriel has rejected the idea of outsourcing or consulting. This has to be an internal value, he believes, outsourcing can come later.

But do all entrepreneurs have the marketing knowledge and qualities? People may be brilliant developers, but when it comes to marketing, a whole new set of tools, knowledge and …. well, eyes is required.

I think the solution might lie with cooperations and partnerships. And if you don’t want “to marry” a partner, there are ways to outsource tasks or get specific help or guidance from marketing professionals in many models: deferred payment or payment with equity, or an hourly based payment, which isn’t the same as a salary for a full time hi-level marketing professional. Using an outer source doesn’t diminish or belittle the entrepreneur’s initiative. If anything, it is a growing experience. The entrepreneur gets to learn of marketing and practice marketing thinking, since he must take and active part of any marketing strategy creating process. In other words, if you weren’t born with this DNA, why not use the available tools to acquire it?