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@ginidietrich I am going to take a contrarian point of view with this post. I think the title of the post should be "To Hire Arment Dietrich or Not to Hire Arment Dietrich."
Your criteria sound like an excellent statement for Arment Dietrich's ideal customer. You clearly articulate who Arment Dietrich serves, and who it does not serve. Which in itself is fantastic. You have a clear line in the sand of where your firm delivers the most impact.
That said, I don't think it's fair to say startups (regardless of their maturity level) should not engage external marketing agencies. Two reasons:
1. If a company wants to buy a service they are going to buy a service. I am sure your failed client would have hired another firm if you weren't around.
2. There may be other firms that possess expertise to handle these early stage entrepreneurs better. This may be something a freelancer does best, because they can get inside the business and take on a more tactical role to lay the ground work for future marketing/PR endeavors.
1 week, 5 days ago on To Hire a PR Firm or Not to Hire a PR Firm
@RobBiesenbach Oh, @ginidietrich needs to package the workbook with logo'd barf bags. She's helping protect the world from destructive spin (and nausea)
1 month, 3 weeks ago on Introducing the Spin Sucks Workbook
@Corina Manea I've heard good things about "Sticky Branding". :)
@aimeelwest @StickyBranding @ginidietrich Half of the companies I featured in "Sticky Branding" are family businesses. I found a disproportionate amount of success mid-market brands are family businesses.
Family Businesses do have their issues, and I can say that with first hand experience, but they also have a unique competitive advantage -- especially in terms of growing Sticky Brands. They are built for succession, not for sale. This means the brand has a long runway to evolve, grow, and build a heritage
3 months ago on Join Jeremy Miller for a Special Author Q&A Today
@Howie Goldfarb @StickyBranding @ginidietrich Thanks Howie!
One quick spin on this. a small business may not know their core competency, but still be able to grow a brand. The desire to discover it and the effort to do so helps shape the brand. Often times companies have to thrash around to find their place in the market. It's hard and painful, but it's the first step to growing a Sticky Brand.
@EdenSpodek @StickyBranding we created the ebook promo, because the demand was so high. The hardcopies sold out on the first day. (My publisher and the booksellers underestimated the power of a Sticky Brand.) The hardcopies will be shipping again by end of week, but I wanted to reward the community for their support. The $1.99 promo is available until Feb 16, and then it goes back up to $10.99.
Send your receipt to firstname.lastname@example.org, and I will send you the Sticky Branding Workbook.
@EdenSpodek the irony :) Feel free to reach out to me any time Eden. Always happy to chat.
@belllindsay @StickyBranding B2B has the same issue. Being purposeful and deliberate on where you focus your marketing is essential to stand out.
@Digital_DRK @StickyBranding send your receipt to email@example.com and I will send you a copy of the Sticky Branding Workbook. It's a companion guide for the book, and offers additional tools and resources to use along with the exercises at the end of each Principle. The offer is both good for hardcopies and ebooks until Jan 31
@Digital_DRK @StickyBranding I don't know. Did you buy a book? :)
261 comments in 1 hour. That's kinda cool!
@ginidietrich @Bob Schrichte Thanks Bob!
@kevinanselmo @ginidietrich @StickyBranding happy to chat offline Kevin. The launch program was very comprehensive. Feel free to reach out to me anytime
@Eleanor Pierce @belllindsay I am panting
@Digital_DRK Thanks for joining in Darryl. It was fun!
@kevinanselmo @StickyBranding the Launch Team was a huge part of the book's success. We recruited 150 people world wide from my LinkedIn Group, and asked them to read the book and post reviews. They have been amazing. We have 20 reviews on Amazon, and they have been unbelievable at getting the word out.
@kevinanselmo step 1: I hired Arment Dietrich. The rest is hard work, a lot of planning, and following the principles in the book.
@Eleanor Pierce @ginidietrich I didn't get that memo either.
@Eleanor Pierce @StickyBranding @LauraPetrolino The book is written in a modular format. It's designed so you can read what's topical or needed, and focus on your priorities.
Once you've gotten what you need, post a review on Amazon :)
@biggreenpen woo hoo!
@LauraPetrolino @Eleanor Pierce my favorite chapter (No U's) is 12, Big Goals and Bold Actions. But the most important from a branding context is 1, Simple Clarity.
@belllindsay @Bob Schrichte @StickyBranding @LauraPetrolino we may have to talk about your life off line Lindsay :)
@Bob Schrichte @StickyBranding @LauraPetrolino My description of book writing Bob is imaging cram night in school, and replicate that 6 days a week for 9 months
@LauraPetrolino @StickyBranding it was 9 months and grueling. I never knew how challenging the process would be. But I am so glad I did it. Seeing the reviews and the impact makes it all worthwhile
@Eleanor Pierce @belllindsay I lived at Yonge and College before. That's where the naked guys came to work during the day :)
@LauraPetrolino writing the book :)
@kevinanselmo @StickyBranding I have read Made to Stick, and love it. It's a great idea. There are similarities in how you leverage networks and people to spread ideas. Made to Stick is a great tactic for Sticky Brands ... round about answer, sorry
@ginidietrich they have to choose to change. I have learned that a CEO has to have "branding on the brain" before they are willing to challenge convention. Selling on price is the easy option. You have to choose to change
@belllindsay I lived downtown for 8 years, and commuted to the suburbs. It was crushing my soul so we moved. Then we sold the family business 2 years later, and I am stuck here :(
Please buy my book. I want to live near Lindsay
@Eleanor Pierce @StickyBranding @ginidietrich @LauraPetrolino @belllindsay Sticky Brands are passionate and overzealous. Gini and the Spin Sucks unwavering charisma make Arment Dietrich stand head and shoulders above its peers
@belllindsay @StickyBranding @ginidietrich @Eleanor Pierce I am waiting for my wrists to be slapped
@ginidietrich @StickyBranding @Eleanor Pierce then tell them to "Suck it!"
@Digital_DRK @StickyBranding @Eleanor Pierce love it. :)
@ginidietrich @StickyBranding It's too bad. To me that's not being an entrepreneur. That's being a venture capitalist
@Eleanor Pierce stop being professional. If all the big guys are blue, be pink.
@LauraPetrolino There were 2 parts. One, they faced a crisis. To survive they had to reinvent. That made them very receptive to trying new things. Two, they had a culture of experimentation and listening. When a client expressed interest in an innovation they dove on it, and owned it. They were receptive, and that opened a lot of opportunities
@belllindsay losing sight of the customer. There are so many things you can do in marketing now. The challenge is finding the activities and programs your customers value, and avoiding everything else
@ginidietrich Steve Jobs has a great quote on this. The hard work is building a legacy. And that's what branding is all about. Built to sale doesn't allow the brand to form
@Digital_DRK @StickyBranding @Eleanor Pierce Great point.
How do you work with your client to speak in their voice and draw out their personality? That to me is the trick. And the challenge sometimes is clients don't provide enough budget to create this level of content.
@ginidietrich @soulati when the phone is ringing with customers ... to quote a smart lady *cough* GIni *cough* "Marketing creates the condition for a sale to happen."
@ginidietrich @LauraPetrolino @belllindsay Gini is my favorite. (I feel like a huge weight has come off my shoulders for saying that.)
@Eleanor Pierce @StickyBranding There are always sacrificial lambs in branding ... that's my next book :)
@belllindsay I don't know if any where shocked, but many were flattered. I was genuinely curious to learn from a wide range of companies.
And I sought out Gini, because I am such a fan of Spin Sucks and how you use content to grow your brand.
@Eleanor Pierce You can't be all things to all people, so to grow a brand you have to be deliberate on who you serve and why.
Companies that go through a rebranding or reposition often face Sales Purgatory. This is a period where you have to rebuild relationships and demonstrate your strength, and it can be very costly.
I am sure Arment Dietrich has gone through these cycles as you have reinvented the business to be able to scale.
@belllindsay @StickyBranding I received media training from @LauraPetrolino on how to handle this question
@ginidietrich @StickyBranding @belllindsay Hah! You're saying it for me :)
@ginidietrich @belllindsay I had a battle royale with the publisher on spelling. It was Chicago Style Guide or I walk. Oh the battles I face .. stupid Canadian spelling
@belllindsay I asked me community for brands they admired, and they introduced me to hundreds of businesses. I didn't want to know how the big companies did it. I wanted to know about local, small companies ... like Arment Dietrich.
"I don't have a favorite. I love all my children equally"
@ginidietrich @biggreenpen but that's also your asset. Your strengths come with 2 sides. Your fans root for you like none other.
@ginidietrich @StickyBranding A family business actually thinks a little different. They consider the 3 circle model, which includes
A person can be in all 3 camps, or just one. The business though is an asset. If you ever lose sight of that you can hurt the business, and as a result the family and wealth.
Family does not make you the lucky sperm who gets a job