The 16 Minute

th
Revised January 2009
Next live performance @ ASTD International Conference, Washington, DC, Summer 2009
© Caldwell Consulting, Ltd. 2009, All rights reserved. www.dougcaldwell.net, 214.641.4084.

1

Let’s start right now creating your personal brand.

Construct a sign using only graphics or numbers that illustrates your personal brand. Use the 5X8 cards and crayons on the table. NO TEXT ALLOWED. Then describe your brand with others.

© Caldwell Consulting, Ltd. 2009, All rights reserved. www.dougcaldwell.net, 214.641.4084.

2

Your Agenda
 Discussion
– What’s your brand right now? – Intersection of brand factors – Brand Goes Up & Down

Discovery & Decision
– The Puzzle of Marketing Gravity – Your new brand environment – Thinking up a S*M*A*R*T brand

© Caldwell Consulting, Ltd. 2009, All rights reserved. www.dougcaldwell.net, 214.641.4084.

3

Brands at Top of Mind
Name a laundry detergent

Name a carbonated soft drink beverage

 List

personalities recognized by one-name
4

© Caldwell Consulting, Ltd. 2009, All rights reserved. www.dougcaldwell.net, 214.641.4084.

Brand Factors

Market Needs

© Caldwell Consulting, Ltd. 2009, All rights reserved. www.dougcaldwell.net, 214.641.4084.

5

Brand Factors
Market Needs

Skills
© Caldwell Consulting, Ltd. 2009, All rights reserved. www.dougcaldwell.net, 214.641.4084.

6

Brand Factors

Market Needs

Passion Skills
© Caldwell Consulting, Ltd. 2009, All rights reserved. www.dougcaldwell.net, 214.641.4084.

7

Where does your brand intersect? Passion
1 2

Market Needs
3

4

Skills
© Caldwell Consulting, Ltd. 2009, All rights reserved. www.dougcaldwell.net, 214.641.4084.

8

Get Doug Caldwell!!!
Get someone close to Doug Caldwell

Get Doug Caldwell if you can.

Get me that guy Doug Caldwell.

Get me a young Doug Caldwell.

Who’s Doug Caldwell?

Who’s Doug Caldwell?

© Caldwell Consulting, Ltd. 2009, All rights reserved. www.dougcaldwell.net, 214.641.4084.

9

Creating Marketing Gravity
Pro bono work Products Alliances Teaching Print interviews Referrals Commercial publishing Position papers

Your Services and Relationships
Web 2.0+

Radio interviews

Print Newsletters

TV appearances Advertising

Third-party endorsements Speaking Trade association leadership Word of mouth Networking Electronic newsletters

Passive listings

© Caldwell Consulting, Ltd. 2009, All rights reserved. www.dougcaldwell.net, 214.641.4084.

10

Creating the new environment for your brand
Trade publication

speaker

TV interview

Your brand
Trade association leadership

© Caldwell Consulting, Ltd. 2009, All rights reserved. www.dougcaldwell.net, 214.641.4084.

11

Importance of Word of Mouth
“People” (friends, family, or other people) are among the two or three “best” sources of ideas and information
“People” “Advertising” Point difference Restaurants to try 83% 35% 48 points New meals, dishes to try 73% 24% 49 points Places to go on visit 71% 33% 38 points Prescription drugs to try 71% 21% 50 points Hotels to stay in 63% 27% 36 points Which brands are best 60% 33% 27 points Retirement planning 58% 9% 49 points Saving and investing money 57% 12% 44 points Finding a new job 47% 54% -7 points Computer equipment 40% 18% 22 points Web sites to visit 37% 12% 25 points
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© Caldwell Consulting, Ltd. 2009, All rights reserved. www.dougcaldwell.net, 214.641.4084.

What’s your S*M*A*R*T* action to have a 16th Minute?

Specific Measurable Achievable Realistic Timely
= S*M*A*R*T* action
© Caldwell Consulting, Ltd. 2009, All rights reserved. www.dougcaldwell.net, 214.641.4084.

13

Is your action worth “35” points?
1.

l l

l l

Use a 3X5 card – Write down your SMART action – Must be completed within 48-72 hours by you. Start signal. Get up and exchange cards with many people. Stop signal – FREEZE, find a partner – Discuss the ideas on the two cards and award points. – Split seven points in any combination [0 + 7, 5 + 2, 4 + 3 ] between the two cards. – Write the score [0-7] for that idea on the back of that card. Repeat exchanges/scoring four more times After fifth round, return to your seat, add up score on the card.

© Caldwell Consulting, Ltd. 2009, All rights reserved. www.dougcaldwell.net, 214.641.4084.

14

Moving organizations from conversations to action

• Doug Caldwell
• +1.214.641.4084 • doug@dougcaldwell.net • www.dougcaldwell.net • View/download this show @ www.slideshare.net

© Caldwell Consulting, Ltd. 2009, All rights reserved. www.dougcaldwell.net, 214.641.4084.

15

Credits
•Organizational Consulting, Alan Weiss, Wiley & Sons, 2003. •How to Establish a Unique Brand in the Consulting Profession, Alan Weiss, Wiley & Sons, 2008. •Value-Based Fees:How to Charge and Get What You are Worth, Alan Weiss, Wiley & Sons, 2008. •The Influentials, Ed Keller and Jon Berry, The Free Press, 2003.

© Caldwell Consulting, Ltd. 2009, All rights reserved. www.dougcaldwell.net, 214.641.4084.

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