Point72 - Not the Way to Position and Package Hedgefund Brand

Jane Genova: Speechwriter - Ghostwriter

One fact is known: Point72 promoted that it eventually will be managing about $10 billion. Thanks in large part to superlawyer David Boies, former super hedgefund tycoon - Steve Cohen - is back in business.

WPP Has Bad Year - Promotional World In Profound (read that, "digital") Shift

Jane Genova: Speechwriter - Ghostwriter

The Don Draper ("Mad Men") of 2018 is Martin Sorrell, chief executive officer of WPP. That "past" was the era when advertising dominated the promotional world. The website has become just one point on the promotional continuum.

2018 52

Post-Book Era - Long Form, Substance, Thought Leadership All Back, But Not Necessarily Packaged as Books

Jane Genova: Speechwriter - Ghostwriter

Any size business can promote itself like a big business. "Don't cite so many books. People don't read books any more." " Ironically, that's what a medical doctor told me. I was ghostwriting a book on an alternative therapy for her.

2018 52

Resumes - Experiment with Out-of-Box Formats

Jane Genova: Speechwriter - Ghostwriter

Try out-of-the-box versus the standard formats promoted by some supposed career experts.   The takeaway about Mayer's approach to positioning and packaging herself is that it shows extreme confidence. Great job markets. Lousy job markets.

2018 52

Cover Letters - Generics Get Tossed

Jane Genova: Speechwriter - Ghostwriter

All that should be positioned and packaged in the form of communicating briefly but in detail what you have achieved for other employers or clients, and, therefore, what you can achieve for the recipient of the pitch.

2018 56

Jay Roach's Movie on Downfall of Roger Ailes - Bob Dilenschneider Not Featured in Hillary Busis' Vanity Fair Promo

Jane Genova: Speechwriter - Ghostwriter

So it's interesting to reflect on how others position and package the minds and hearts of celebrities like Ailes.  In many ways a dead ringer for Ailes, Dilenschneider was outed by the media for purchasing $15,000 in advertising promoting a vanity biography of his client.

2018 56

Brand Mexico - Beyond the Cartel Hysteria

Jane Genova: Speechwriter - Ghostwriter

Essentially, the location is being positioned and packaged as a risk-your-life force field. The film "The Most Exotic Marigold Hotel" warns about relocating abroad without first checking out the promotional literature and media coverage in person. 

2018 52

Russell Crowe Plays Roger Ailes On "Showtime" Series - Will Anyone Play Bob Dilenschneider, Ailes' Personal PR Rep?

Jane Genova: Speechwriter - Ghostwriter

Essentially he wound up throwing shade on Ailes when the media discovered that Dilenschneider purchased space in The New York Times Book Review to promote a positive biography of Ailes. Their 2018 elevator pitch is: Here is what I can do for you. Roger Ailes had been a media genius.

2018 56

Rebranding of Chris Christie - Toned-Down, Politically Moderate on ABC "Powerhouse Roundtable"

Jane Genova: Speechwriter - Ghostwriter

This 2018 Christie rebranding could be the platform for a comeback. Now members of the media will monitor who might buy this package from Jersey. Any size business can promote itself like a big business. The wild-eyed look is gone. So is the blunt rhetoric.

2018 52

Perfectionism - Some of Us Are Wired to Pull That Off (most of the time)

Jane Genova: Speechwriter - Ghostwriter

Perhaps the T-14 should carry a warning about the need for perfectionism on all the promotional materials.  That positioning and packaging has been usually successful: From a family with a suicide gene, I have pulled off being on planet earth years and years longer than any of them.

2018 52

Death Penalty for Rober Bowers - Dangerous Move for U.S. Attorney's Office

Jane Genova: Speechwriter - Ghostwriter

  Introducing the death penalty for a crime in which the alleged miscreant was acting on a belief system could position and package him as a kind of "martyr." The U.S. Attorney's Office is seeking the death penalty in the case of alleged mass murderer Robert Bowers. 

Shifting Memes - What Could Become the "Next Tobacco"

Jane Genova: Speechwriter - Ghostwriter

  The defendants promoted public policies such that the landlords were responsible for making the residue of lead paint safe.   Those public relations firms officially handling the positioning and packaging of the lead paint defendants will have to transcend platitudes.

2018 52

Leadership - Role Mark Zuckerberg Must Embrace, To Save Himself, Facebook

Jane Genova: Speechwriter - Ghostwriter

  Positive thinkers would position and package this crisis for Zuckerberg as what can force him to ditch the persona of the smartass kid and embrace the need to be a leader. Any size business can promote itself like a big business. Mark Zuckerberg has many talents.

2018 56

Facebook Fails Crisis Communications - Competitor Which Is Responsive Can Crush that Social Network

Jane Genova: Speechwriter - Ghostwriter

  This is 2018, the super media era. All messaging must be positioned and packaged with high drama.    Any size business can promote itself like a big business. During the volatile 21st century, crisis communications is a mature industry. 

Beyond Third Places - Starbucks Needs to Rebrand Itself As Something Else

Jane Genova: Speechwriter - Ghostwriter

  What public library hasn't positioned and packaged itself as a common area where humans can come in and enjoy being in space other than home or the job/school.  Starbucks has announced that it's closing another 150 stores in the U.S. during its 2019 fiscal year.

2018 52

Client Stink - Can Powerful Law Firms like Boies, Schiller and Jones Day Shake It Off?

Jane Genova: Speechwriter - Ghostwriter

  Yet, what's convenient and cute is that the power part is positioned and packaged as the noble legal fundamental that everyone has the right to a defense. Four years later it published an ad promoting lead paint. 

2018 52

164K Jobs Created - Irrelevant to Aging Unemployed/Underemployed

Jane Genova: Speechwriter - Ghostwriter

Sure, 164K jobs were created in April 2018. The older worker is expensive - in salary, use of benefits, and the prospect of providing a pricey package to get rid of him or her.  The mindset is to position and package the whole process as a learning experience.

2018 52

The New Aging - Baby Boomers Shift from Gregarious to Plea "Leave Me Aone"

Jane Genova: Speechwriter - Ghostwriter

Retirement communities feature in their commercials special events in which a roomful of couples are positioned and packaged having a communal good time.   Promotions for vacation tours have us happily enjoying the sunset in Barcelona, Spain with a whole bunch of other people.

2018 52

Elizabeth Holmes' Criminal Trial - Don't Wait for Teachable Moments

Jane Genova: Speechwriter - Ghostwriter

And, in addition to the theatre, it could disclose how Holmes allegedly used clever promotions to raise billions in funding for a technology which didn't exist. And maybe never will, at least as Theranos positioned and packaged it. 

2018 52

SCOTUS Puts Decision to Review CA Public Nuisance Law in Limbo - Investors Beware, State Attorneys General Have Much to Gain

Jane Genova: Speechwriter - Ghostwriter

Yet, a few years later the corporation promoted lead paint in advertising. They can position and package themselves as heroes of the people. Increasingly, it looks like the U.S. Supreme Court (SCOTUS) will be operating with eight members.

2018 52

Sheryl Sandberg Joins Marissa Mayer, Elizabeth Holmes in Being Dethroned as Tech Goddesses

Jane Genova: Speechwriter - Ghostwriter

  Is the takeaway not to position and package females in TechVille as anything more than females in TechVille? Any size business can promote itself like a big business. It was cool. And, also kind of cute. 

2018 56

Let's Watch First a Former Porn Star, Then Powerful Men Play Verbal Paintball

Jane Genova: Speechwriter - Ghostwriter

Only, they were positioned and packaged as, well, important news. Any size business can promote itself like a big business. Last night, the ABC News started out with two cartoonish segments. One featured the former porn star Stormy Daniels. The cameras panned her entering court.

2018 52

"Mutt Branding" - Having Multiple Sources of Income Can Be a Plus

Jane Genova: Speechwriter - Ghostwriter

  Currently, if positioned and packaged well, what I call "mutt branding" can actually increase sales of professional services. In pitching to coach for an outplacement firm, it was a mistake to also explain that I could handle its promotional material.

2018 52

Media on Rat Patrol - Michael Cohen's Network

Jane Genova: Speechwriter - Ghostwriter

It's easy, then, to take a cheap shot and position and package its termination of a strategic partnership with lawyer Michael Cohen as a rat fleeing a sinking ship. "  Any size business can promote itself like a big business. Some classify all law/lobbying firms as rats.

2018 52

Over-50 & Rejected for the Job - 5 Tips to Outsmart Your Own Mind & Those of Employers

Jane Genova: Speechwriter - Ghostwriter

2018," it's hammered that we take the time to know who we are and what we excel at. The introverted laid-off Denver Post journalists are unlikely to land work by positioning and packaging themselves as hard-charging salespeople.

2018 52

Making a Name for Themselves - Ben Sisney and Mark Goldfeder

Jane Genova: Speechwriter - Ghostwriter

More important can be how they become positioned and packaged as legal strategists.   Any size business can promote itself like a big business. It's all about presence. The former term for that was "branding."

2018 52

John Dowd - Voice Crying Out for a Public Relations Pro or, a Better One

Jane Genova: Speechwriter - Ghostwriter

news it will be positioned and packaged as yet another "bombshell" in the Trump Administration. Any size business can promote itself like a big business. John Dowd needs his own public relations representative. Or a better one than he currently has. When resigning from U.S.

2018 52

Someone Else's Nostalgia - No Reason You Have to Be Dragged In

Jane Genova: Speechwriter - Ghostwriter

  That resonated with a lot of us, including the self-employed, who were struggling to figure out how to operate businesses, network, and promote our services and products in a world order with no precedent.

2018 52

James Comey's "A Higher Loyalty" - Books Still Power Tools

Jane Genova: Speechwriter - Ghostwriter

But, with so much more competing for attention, that book has to be positioned and packaged just right for the times. Few books will have influence without sophisticated and sustained promotion. Any size business can promote itself like a big business.

2018 52

Ageism - Not Baby Boomers' First Rodeo

Jane Genova: Speechwriter - Ghostwriter

The youngest of Generation X, Millennials, and iGen probably position and package Baby Boomers as  Enemy. We did this and we did that until we didn't receive the promotion they indicated would happen.

2018 52

Baby Boomers as Newbie Renters - Look Beyond Move-In Incentives

Jane Genova: Speechwriter - Ghostwriter

Unfortunately, that newbie status has made us sitting ducks for the lure of those move-in incentives promoted on the internet. Many of us Baby Boomers did what personal finance experts told us what was prudent: Sell the family house, at least when the market price was right.

2018 56

Language, Pop Culture, and the C-Word

Jane Genova: Speechwriter - Ghostwriter

The "C-Word" used to refer to a medical condition: cancer.    Now, because of the power of pop culture, the bit of language has shifted in meaning - quickly. The "C-Word" currently indicates a vulgar term for a part of the female body. 

2018 52

The Alan Dershowitz Brand - What Aging Professionals Must Know about Reputation Management

Jane Genova: Speechwriter - Ghostwriter

Dershowitz, the cunning lawyer he is, positions and packages his situation of being isolated in legal abstractions.   The brilliant self-promoter, Dershowitz is using being shunned to grab media attention. Man is a social animal.

2018 52

Retiring - Florida Isn't So Affordable, Not Any More

Jane Genova: Speechwriter - Ghostwriter

She had taken a package from a health organization. For example, southwestern Arizona is promoted as Paradise Found. "There's a myth that Florida is so 'cheap.'"

Orange Is New Cool at PepsiCo

Jane Genova: Speechwriter - Ghostwriter

Those have replaced individual-drink size bottles of Pepsi-Cola, which had been positioned and packaged as the beverage of a new generation. No surprise, the company is pumping plenty of promotional funding into Doritos the brand.

2018 52

Brand Arizona - Tarnished by Blind Trust in Technology

Jane Genova: Speechwriter - Ghostwriter

Its government is currently positioned and packaged in some minds as caring more about impression management than the safety of its citizens.  Any size business can promote itself like a big business.

Mark Zuckerberg Before Congress - Can He Be Coached to Testify with Respect?

Jane Genova: Speechwriter - Ghostwriter

Of course, Zuckerberg is currently positioned and packaged as representing the worst of capitalism.   Any size business can promote itself like a big business.

2018 52

Naming - Sometimes No-Name Is Smart (and effective)

Jane Genova: Speechwriter - Ghostwriter

  Those in charge have to make the promotional decision whether to position and package an activity with a catchy name or just list it in a generic way.  Any size business can promote itself like a big business.

2018 52

Chicago Sun-Times - Publishes Blank First Page as Provocative Plea for Digital Subscribers

Jane Genova: Speechwriter - Ghostwriter

That was its way to position and package its plea for readers to become subscribers to the digital edition. During the past 11 months I have shifted more of my marketing to promoting my business coaching those over-50 and helping organizations rebrand as age-neutral.

"10100 Fund" - Big Opps for Travis Kalanick's Reputation-Restoration Campaign

Jane Genova: Speechwriter - Ghostwriter

  How he positions and packages the second announcement should receive input from a cool public relations pro.   Any size business can promote itself like a big business. As the world learned from his testimony at the "Waymo v.

2018 52

Intersection of Court of Public Opinion, Court of Law - Sherwin-Williams and Lead Paint

Jane Genova: Speechwriter - Ghostwriter

Yet, not long after, Sherwin-Williams published an advertisement promoting lead paint for residential use. In addition, the corporation brings up the issue of the right of commercial free speech, that is, the constitutional protection it claims to have to promote its products. Specialists in public affairs position and package the legal and public policy issues for constituencies such as the media, investors, government leaders, communities, NGOs, and laypeople.

2018 43

Rich Kids like Ethan Couch - Should America Cry for Them?

Jane Genova: Speechwriter - Ghostwriter

  Is it sour grapes to position and package the children of privilege "cursed?" Any size business can promote itself like a big business. Ethan Couch grew up in a family so well-off that his lawyer used the "affluenza" defense. His photo is on the left.

2018 52

Leaning In - Salle Yoo's Template for Negotiation

Jane Genova: Speechwriter - Ghostwriter

      When Kalanick and Yoo decided to part ways, Yoo decided to lean in on her severance package.   Any size business can promote itself like a big business.

2018 52