Thursday, April 30, 2015

10 Principles of Strong Brands

You could refer to these as the Ten Commandments of Branding.  Three stand out for Marketers and Brand Stewards to keep top-of-mind:
  1. Relevance:  Today a hero, tomorrow a memory.  
  2. Authenticity:  Are you really for real?
  3. Differentiation:  Copy cat?


Back in the day:  At Dairy Queen we successfully fought the McFlurry by staying focused on being relevant, authentic and different. Relevant:  A favourite place to enjoy a Blizzard 'Down at the local DQ';  Authentic:  DQ Soft Serve was 'real milk;  Different:  Barage of new Blizzard flavours.

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Chris M Morales
MarCommTO

chris.morales@bell.net
647 393 3855
Linkedin:  Chris M Morales 

The opinions expressed on this blog are my own and are not associated with any other group or organization


Tuesday, April 28, 2015

Saying Goodbye to my Puma Faas 1000 Running Shoes

Puma Faas 1000 Running Shoes

I shed a tear this past weekend.  For my Puma Faas 1000 Running Shoes.  I've been running in them for nearly 8 months now and although I have alternated with Ugly Running Shoes over the nasty Toronto winter, I know the time is coming to say goodbye.  And I don't like that one bit!

These Puma Faas 1000's have been one of my favourite running shoes.  First and most important has been the fit.  They have a fairly wide toe-box that accomodates my wide feet allowing me to stay comfortable on long runs in all temperatures.  They also have fairly pronounced arch support which has been great for foot support.  

Then there's the cushoning:  The '1000' refers to a high level of support through the entire mid-sole that allows me to run comfortable with both heel strike and mid-foot styles. And like almost all of the other Pumas I've run in, the outsole is virtually industructable.

The only weakness has been that very same outsole:  It's built like a racing slick.  If you follow auto racing, think 'Intermediates':  very shallow grooves.  This has proven to be excellent in dry, warm conditions;  not so good for wet or icy/snowy running.  The Ugly Running Shoes stepped in nicely for the bad weather.

I'm not a professional running shoe reviewer but I know what I like. And these Puma's have been great.  Here's what I wrote previously about some of my other favourite running shoes:  A few of my favourite running shoes.  

Until next time...
ThatRunninGuy

Thursday, April 23, 2015

The two most important Marketing Questions


I have seen countless Marketing Plans and Strategies over the years.  Complex plans with more data analysis than can be digested in one sitting were the norm.  At most of those Planning Sessions by the time we got to PowerPoint Slide #56 not even the Presenter could remember what the Objectives were.

Since the rise of 'Big Data' and the ability to measure absolutely everything, it's gotten worse. Just because you can analyze it doesn't mean you need to.  It's soo easy to swim blindly in the weeds.

The two most important questions you need to answer?
  1. What's your desired outcome?
  2. How will you know when you've suceeded?
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Chris M Morales
MarCommTO

chris.morales@bell.net
647 393 3855
Linkedin:  Chris M Morales 

The opinions expressed on this blog are my own and are not associated with any other group or organization



Tuesday, April 21, 2015

Men Running in Tights




Back in the day I ran in running shorts.  I started with long ones nearly down to my knees and over the years the got shorter and shorter.  For my first Half Marathon in Toronto I ran in a pair with the style-of-the day, fully split sides.  Something like this.  Not much coverage and lots of chaffing.  Loved the freedom but not the constant battle to overcome 'friction'.  And yes, I was much thinner then.

Over the years as I grew more modest I started to think about short tights.  Believe it or not, I felt they were more revealing than the split side running shorts! 

Chaffing! That was the main challenge with those split shorts and no matter what I did, my big thighs could not be defeated.  Enter my love affair with running tights. 


It wasn't a cold turkey transition.  I run outside all year and was already used to running in long tights in the winter. But I was a bit self conscious the first time I ran with the short tights.  That was back in the day when 'real runners' only ran in shorts. Runners in tights were not common.  I pressed on though and enjoyed the main benefit of running in shrort tights: They were comfortable and there was no chaffing! Form does follow function.  An added benefit was that I felt like I was running faster but that was just in my mind.

I've been a dedicated short tights runner for years now and won't be going back to shorts any time soon.

Until next time...
ThatRunninGuy

Tuesday, April 14, 2015

Open your hips

'Tight hips' the bane of runners everywhere.  I know...I suffer from tight hips and it affects my running.  Not in a good way.

I should first explain that I don't like stretching.  I generally get out of bed and still bleary eyed head out for my early morning run.  Most mornings I stumble along for the first kilometre without being fully awake...thankfully I have reflective gear on so the cars can see me.  I'm know I don't see them. Once warmed up I speed up of course and my breathing becomes more relaxed.  I can feel my muscles loosen up as my stride lengthens and leg turnover increases.  Over the past few years though I've noticed a significant increase in the time it takes to get comfortable.  Stretching before running would help...specifically stretching my very tight hips should pay off.

I found this illustration showing essential stretches for tight hips and have been doing them regularly recently. I'll know in a couple of weeks how my running improves.

Until next time...
ThatRunninGuy


Friday, April 10, 2015

Content Marketing: Strategy first then Tactics

Way too often Strategy is confused with Tactics.  After all we all like to talk about the how's of how to get things done...sometimes at the expense of defining the strategy first.


So Strategy first, then tactics.  Works every time.
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Chris M Morales
MarCommTO

chris.morales@bell.net
647 393 3855
Linkedin:  Chris M Morales 

The opinions expressed on this blog are my own and are not associated with any other group or organization



Tuesday, April 7, 2015

Running in my dreams

In my dreams I see myself running effortlessly with high leg kick and feet barely touching the ground.  Something like this:

Combined with high turnover pace, I cover distances with little or no effort barely breaking a sweat or breathing hard.  I can dream...The reality is more like this:


Well not exactly like this. I wear tights and running shoes not jeans and dress shoes.  And I do pick up my heels...most of the time.
Now that's more like it.  Feet lightly touching the ground, natural and unforced stride...Oh wait, this is still a dream!

Until next time...

Thursday, April 2, 2015

Creative is Subjective, Results are not!


"Creative is subjective, results are not!" That nugget comes from Chris Seguin, Creative Guy, associate and friend.

I've known Chris for over 15 years.  While I was Client at Diary Queen, he led the Agency Creative Team that developed a TV commercial to promote the Food side of the business.  It worked!  Burger sales increased and it's still one of my favourites:

Chris and I crossed paths again at Maclaren McCann a few years ago and although we didn't work together directly we talked about the advertising business.  I found I was still on the same page with him:  Advertising must deliver results.  I've felt that way since I was in Radio early in my career and love Digital Marketing capability of showing results. Personally as Social Media Guy for Reggae Marathon the result of engaging on Twitter and Facebook has been increased registrations for the race event.

Toward the end of our recent coffee catch-up when Chris casually threw out "Creative is subjective, results are not!", I got pretty excited.  "That's what Marketing is all about!"


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Chris M Morales
MarCommTO

chris.morales@bell.net
647 393 3855
Linkedin:  Chris M Morales 

The opinions expressed on this blog are my own and are not associated with any other group or organization