Rain- That’s been the weather here in New York for it seems like the last couple months or so! Since when did Seattle and New York have a swap that I wasn’t made aware of ? As rain was the main topic of discussion for most of us Northeasterners the beginning of the Summer, it brings to mind a lesson in Branding I learned from Dr. Benjamin Mack which co-incidentally he entitled “How to Be a Rainmaker”. Over the next few articles or so I will tempt to cover some of the major points of this presentation which was composed of three main sections: 1) How to make lightening Strike, 2) How to keep the lightening striking and 3) How to Bottle your Lightening.
For those of you not familiar with Dr. Ben Mack, he is one of the foremost authorities on Branding today in the USA. He has worked at over 14 different Ad agencies over his illustrious career and was a Vice President for Brand strategy for a major corporation. Basically what that meant was he was a lead strategist in charge of a ½ Billion dollar budget (yes, I said ½ BILLION or 500 Million dollar budget!). Do you think he knows what he is talking about? I certainly do, and not only has he performed “magic” for the companies he worked for, he is also a Professional Magician who was the youngest recipient at age 19 of the Award of Merit given by the Academy of Magical Arts.
So, what is a “Rainmaker” and why do we want to become one? A Rainmaker, aside from the obvious connotation of an Indian Medicine man who uses his magic to cause rain, is a person with exceptional ability to attract clients, use political connections, and increase profits and so on and so forth. However, with the rain also comes the Lightening! More on this a little later. As a marketer your most important duty is to “up sell” people on their experience of reality. In Ben’s book “Think Two Products Ahead” he talks about how effective branding really only happens when companies and small businesses think two products ahead rather than just thinking here and now and to build a successful relationship with your clients or customers through your “Brand”. The section where Ben teaches how to construct your “Legend Platform” is worth boat loads more than the price of the book!
A Brand (your brand, a Brand called YOU) is built through the use of “Legends” or communication that is told over and over again. These stories can and should be allowed to contradict each other and absolutely will grow with age. So, if you’re going to pick a story that you create for your business to help grow your business (after all you are reading articles like this to help you become more profitable in your business aren’t you?) why not pick the type that grows stronger with age and you will indeed become “Legendary”.
Stay tuned for the next part in the series of articles covering Dr. Ben’s
“How to Become a Rainmaker”.
Tags: Ben Mack, Brand Strategy, Branding, Legend
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