communicate « Cross Network Marketing Inc.

Mad in America

If we are going to make America great again shouldn’t we figure out what is making us so angry? What is really behind all this anger in America? When you ask people it varies a great deal by demographic, age and political party. For the last 8 years, Republicans were angry about Obama, now Democrats are angry with Trump. Politics aside, everyone seems angry about government overreach, greed, school shootings, terrorism in America and unfair practices which put hard working Americans at a disadvantage. The problem with all this anger is no one is willing to listen to one another without a shouting match.

When you unpack the emotional side of anger you realize it’s just a mask. Anger is a way of dealing with a situation without addressing the feelings behind the emotion. Anger covers up fear, jealousy, frustration and feelings of powerlessness from a given situation. Angry people tend to be poor communicators and worse listeners.

One of the key storylines of our political culture has been the American Dream — the sense that if you work hard, you will get ahead. I know a lot of people who have worked hard their entire life, myself included. If I ask my husband what angers him, it is the notion that he has played by the rules, paying taxes and giving back while others don’t play by the same rules. Deep down we feel a sense of struggle for trying to live out our own personal version of the American dream.

When you do a google search you can find angry people in all categories. There are the obvious results, “activists outraged,” or “angry conservatives”. But you may be surprised to find “angry vegans,” who are upset over the owners of a chain of plant-based restaurants who have taken to eating meat—on their own farm and their own time. There is a group blaming coffee called “caffeine rage,” where people are angry about coffee, both not having enough and having too much. And here is a strange one, “Angry Knitters” (something about the U.S. Olympic Committee not letting them use the term “knitters’ Olympics,” but people with large needles that can poke your eyes out should be paid attention to.) If we are looking for a culprit, maybe Starbucks is to blame for providing too much access to caffeine.

As we turn the page on a tumultuous year, let’s all try to unite for a common cause, America the great and powerful nation we call home. I have always found by showing people courtesy, respect and dignity you open the channels of communication. We need open channels if we are going to get things accomplished. There is a quote from Martin Luther King which summarizes our conundrum in a positive way. We are all individuals and we can live, work and play in harmony through respect. “If I wish to compose or write or pray or preach well, I must be angry,” Martin Luther King once said. “Then all the blood in my veins is stirred, and my understanding is sharpened.”

Let us be stirred in a positive way and our senses be sharpened for the common good of all.

Jodi Cross is a marketing strategist, speaker and freelance writer and blogger. She may be reached at jcross@crossnm.com or www.www.crossnm.com .

Amping Up Your Positioning

By: Jodi Cross

Recently I heard an interview with Brian Cornell, Targets new CEO about how he plans to reposition the retail giant moving forward. Mr. Cornell, stated that Target was “going back to the basic core values” that made Target a success. Target will once again deliver on their brand promise and tagline, “Expect More, Pay Less and strive to cool again.” In the interview, Cornell specifically mentioned the brand pillars that made Target a success. They included; trends and fashion, design and style, wellness solutions and customer service. Under the former CEO, Target appeared to have lost focus and tried to compete with Walmart on price and the addition of an expanded grocery product line.

I am not only a brand marketer but I am a consumer and I shop at Target. Cornell’s comments were music to my ears. This brings me to the power of brand positioning. Brands like Target create a relationship with their customers. Their pillars and tag line underscore the brand promise and clearly communicate points of distinction that the consumer can relate to.

At CNMI, we have worked with a multitude of brands to develop value propositions, create long-term advantages and target key customer markets to build and grow revenues.

Here are some insightful questions we use to help define our client’s positioning;

What do you want your brand to be known for among your target audience? Do you own that positioning?
What advantage do you have over your competition?
Does your brand position match your companies KPI’s and vision?
Are your branding goals realistic and attainable?
Does your brand relate to the consumer on an emotional level?
Does your brand positioning contribute to long-term growth?

To determine the answers to these crucial questions, CNMI conducts a collaborative stakeholders meeting during which we come to mutually agreed upon conclusions and action items. Then we work toward crafting a positioning for your product and/or service.

Here are some key elements to consider when crafting your positioning;

Your positioning should differentiate your brand from the competition. The differential cannot be based solely on price or service.
Consumer perceptions should play a key role in crafting your position.
Consider your audiences, a positioning needs to add value for both consumers and stakeholders.
Your brand position must be believable and consistent in all areas.
Your product or service position should be easy to communicate and difficult to mimic.
Your positioning should match your personality and image and be sustainable over a long-term business cycle.

There are many brands who have gone to or are heading toward the branding graveyard. Radio Shack, Kodak and Blockbuster come to mind. I predict Target will make a strong come back!

If you are interesting in refining or developing your brand positioning, gaining greater market share or driving revenues, contact Jodi Cross at CNMI. We may be reached at jcross@crossnm.com or visit www.www.crossnm.com for more great marketing ideas.