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Personal Activation, 'In The Moment'

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Behind every activated brand are great activators–those men and women who are creating and driving the strategy and execution of programs that propel the brand upward. It's not about the processes or platforms, the methodologies, or the metrics. It’s about the person.

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Personal Activation, 'In The Moment'

  1. 1. By Ted Kohnen, Vice President, Integrated Marketing, Stein + Partners Brand ActivationPersonal Activation, In The Moment“When we are mindful, deeply in touch with the present moment, our understanding ofwhat is going on deepens.” ―ThichNhatHanh, Taming the Tiger WithinThis week, I’m taking a break. I’m not going to discuss how to deploy the optimal lead-nurturing campaign, or how analytics are the foundation of intelligent marketing, or evenhow the orchestration of paid, earned, and owned media delivers nirvana. This week’spost is not about the processes or platforms, the methodologies, or the metrics. It’s aboutthe person.Behind every activated brand are great activators–those men and women who are creatingand driving the strategy and execution of programs that propel the brand upward.Activators like Tony Hsieh (Zappos), Larry Page/Sergey Brin (Google), SamPalmisano/Virgina Rometty (IBM), and others. We all know these larger-than-life names,but it’s important to note that you don’t have to be a Fortune 500 CEO/founder of a pop-icon brand to be an activator.Recently, our agency, Stein + Partners Brand Activation (SPBA), held its annual off-sitemeeting in NYC. Unlike many other off-sites I’ve been involved with on the agency andclient-side, this did not kick off with some 10-point strategy or "need-to-paradigm-shift"rhetoric (though those who know me know I use this phrase to death). Tom Stein,SPBA’s president and chief creative officer, led off with an idea so simple it gets “lost inthe noise” of everyday deliverables and stress, but is so powerful that without it, youcannot activate your brand: being in the moment. 1
  2. 2. Our off-site was filled with great learning and insights, but all weekend I kept findingmyself pulled back to this key concept. It dawned on me that this was a subliminal themerunning through all the great business books and biographies (Good to Great, Great byChoice, etc.). The company founders and executives described in those books were, firstand foremost, “in the moment” when it came to building and running their companies.They were locked in on current challenges in a way that enabled them to clearly seefuture opportunities. This approach permeated their organizations, inspiring and drivingindividuals past the point of “good enough” to superior.When “in the moment,” you think more clearly. You can see beyond simple, short-termtactics that address the needs of the market now and envision what needs to be done long-term–first to market with new products, stave off new competitors, breakout marketingthat creates an experience and a lasting impression (think Tony Hsieh and Zappos, andturning an offline activity, shoe shopping, into an online experience).Being in the moment applies to every situation, every day. How many of you multitaskduring the day? Do you check your smartphone email while listening to others speak?Are you working on two presentations at the same time? I know it’s hard to break thehabit, but you must. Doing so holds back your personal activation; it prevents you fromthinking deeply and seeing clearly. Be in and stay in the moment.Read more: http://www.cmo.com/leadership/personal-activation-moment#ixzz27VsROBsd 2

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