Brand Challenge: Positioning and Packaging Side Hustles

Jane Genova: Speechwriter - Ghostwriter

That is, there was no diluting the personal branding. The challenge is how to position and package those side hustles (yes, plural) so not to risk the day job or core business.  Branding careers Cover Letters Current Affairs Games Generational Divide Interviews Personal Musings Politics Public Speaking Resume Selling Simplification ValuesOnce unthinkable (or, at least kept under wraps) in professional life was The Side Hustle.

Higher Education - Will Be Forced From Positioning & Packaging Itself as Luxury Brand to Returning to Public Service

Jane Genova: Speechwriter - Ghostwriter

Another shift that is needed and could happen is that academia ditch its chase after positioning and packaging itself as a luxury brand (hahaha, remember what has happened to lux brand Neiman Marcus ). That is very different from enhancing the current good of the elite brand.    Those enhanced the Tufts branding. Those enhanced his personal branding. Scott Galloway has been on the money in his predictions over and over again.

2020 43

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Point72 - Not the Way to Position and Package Hedgefund Brand

Jane Genova: Speechwriter - Ghostwriter

Branding Personal Musings RebrandingThanks in large part to superlawyer David Boies, former super hedgefund tycoon - Steve Cohen - is back in business. Boies helped negotiate Cohen's agreement with the SEC that allowed him, after a two-year ban, to again accept funds from outside investors. After playing in the family office sandbox until he could legally operate a hedgefund, Cohen is back. Or, investors ask, reports Katherine Burton in Bloomberg , is he? 

Language - Use of "Disappointment" Positions and Packages You as Sophisticated (understatement is in)

Jane Genova: Speechwriter - Ghostwriter

" It can damn whomever or whatever is discussed and, simultaneously, position and package the speaker as sophisticated.   Branding careers Content-provider Current Affairs DigitalInfluencer Games Language Media Personal Musings Politics Public Speaking Values WritingAlthough this is a visual era, words still function as public relations workhorses. One of those words is "disappointment."

2020 43

David Muir Positions and Packages ABC's Karen Incident with Gravitas and Class

Jane Genova: Speechwriter - Ghostwriter

Tonight on the ABC News, it was Muir's mission to position and package in a professional manner the exit of its version of Karen.   Branding careers Content-provider Current Affairs Games Intuitive Language Media Personal Musings Public Speaking Television ValuesLeave it to David Muir, the news anchor on whose shoulders has been placed the mantle of Walter Cronkite.

2020 43

Ecommerce - Will It Be Derailed by Porch Package Theft?

Jane Genova: Speechwriter - Ghostwriter

  USA Today , as are so many media outlets, presents this problem: the growth of porch package theft. Despite that supposed precaution, the package will be stolen.  Jane Genova helps you get it for products, services, points of view, causes, branding, careers after-50, and college admission. The dark side of human nature, not technology, could derail the potential of ecommerce. 

Packaging: Without it, most good ideas wither

Jane Genova: Speechwriter - Ghostwriter

The gift industry taught us the power of packaging.  Shoppers leave the store euphoric to be carrying that package in their hands. Yet, too many would-be influentials are ignoring the mandate that they have to package their ideas into what will get the right attention. Then there are those who understand the magic of packaging.   Books Branding careers Games Web/Tech Or should have.

The KFC Brand - Technology, Branding, Timing

Jane Genova: Speechwriter - Ghostwriter

Soon enough the white suit evolved into the recognized branding for KFC. Sanders as human brand logo had started with a black suit. Should there be another severe downtown, displaced professionals should immerse themselves in the Sanders' template for positioning and packaging risk-taking as platform for big success.   Books Branding Bundling careers Dreams Food and Drink Games Hope Media Personal Musings Selling Travel Values Web/Tech

2020 40

Getting Executive Communications Assignments: Package, don't push

Jane Genova: Speechwriter - Ghostwriter

 And the reason it had occurred to me is that in the past three months I have been focused on how I package my marketing materials. I had decided to try creative comprehensive packaging because pushing had set me up for exploitation. Badly burned, I tried out putting together a package instead of the standard cover letter.  My package was all that I needed.    Books Branding careers Writing

Ghostwriting Books: Pitch package to prospect

Jane Genova: Speechwriter - Ghostwriter

The sweet spot in pitching to a prospect for a book to be ghostwritten is to frame that as a total package.  Yes, we pitch the package.   Books Branding careers Content-provider Current Affairs Selling Writing  In this fast-changing world of how books are published, distributed, and promoted, clients are confused.

Dollar Store Branding - Excommunicado

Jane Genova: Speechwriter - Ghostwriter

" When the dollar store first entered neighborhoods, both affluent and low-income, its branding was on the side of the angels. This phenomenon was positioned and packaged as saving everyone money. Now, as BusinessInsider reports, the aura is off the brand.    Branding Current Affairs Film Food and Drink Games legal Media Personal Musings Rebranding Selling Travel ValuesThe message is out: The dollar store in your neighborhood is not your friend.

2019 43

Hybrids: Package services, giving clients/customers choices

Jane Genova: Speechwriter - Ghostwriter

  Branding Current Affairs Selling WalMart has turned online grocery delivery into an interesting hybrid.   In Denver, reports Sarah Perez in Tech Crunch, the retailer is piloting a version through which customers can order groceries online.  Then, instead of having the delivery made to their homes they swing up the brick-and-mortar and pick the order up.

Holidays 2011 - Less Packaging, Finally

Jane Genova: Speechwriter - Ghostwriter

This holiday season, we all might wind up with less packaging to open and less trash to deposit in landfills.  In this guest commentary by technology writer Bari Faye Siegel, you'll get an up-date on how even on the high end, where packaging is everything, business folks are becoming stewards of the environment. *  Sustainability: Progress in Packaging.  Enter the latest voice from the packaging peanut gallery: sustainability.

2011 40

PR Agencies - Beward How You Position/Packages Clients' Reward Programs

Jane Genova: Speechwriter - Ghostwriter

In the process both brands can be hurt - both that of the client and of the communications vendor. Branding Content-provider Current Affairs Ethics Games legal Media Personal Musings SellingRewards programs have become a standard marketing tactic. So important have they become that companies such as credit card providers will use them as a key competitive differential. They  They often are promoted more prominently than other features.

Speakers, Thought Leaders, Authors: Advantages of "post cool" positioning/packaging

Jane Genova: Speechwriter - Ghostwriter

Speakers, thought leaders, and authors might adopt the positioning and packaging of post cool. That gives them the advantages of great brands, ranging from the Metropolitan Museum of Art to VOGUE. Books Branding careers Games Public Speaking Values Writing A new concept is entering the mainstream mindset: post cool.  That's coming via Mark Zuckerberg's conversation with THE ATLANTIC, reports TECH CRUNCH.

Brand SCOTUS in Play

Jane Genova: Speechwriter - Ghostwriter

You bet, the brand is in play. Or it could have been a Machiavellian move to position and package him as objective. BrandingChief Justice of the U.S. Supreme Court John Roberts has been a busy guy - and not just with legal issues. Since the appointment of Brett Kavanaugh to SCOTUS, Roberts has embraced the public relations mission of preserving respect for the highest court in the land. His message has been: The Court is not partisan. It is neither Democrat nor Republican.

2018 40

Attempted Brand Cleanse at USC

Jane Genova: Speechwriter - Ghostwriter

As part of the attempted brand cleanse the general counsel Carol Mauch Amir and the provost Michael Quick will be leaving their positions in June. Those departures are being positioned and packaged as retirements. The timing is lousy for these serial hits to the USC brand. But its leadership has big challenges ahead to restore the brand and prevent new scandals.     Branding Personal MusingsThe scandals at USC were and some remain high profile.

2019 43

Disappearing Inside The Brand Called You - Joe Kennedy III (and more and more professionals)

Jane Genova: Speechwriter - Ghostwriter

Dating back to the time when Tom Peters dominated management theory and practice, professionals have been hammered to develop a "personal brand." " The Peters' meme in the late 1990s was  The Brand Called You. What we see is the brand

2020 56

Boies Schiller Flexner Brand (2015 - 2020)

Jane Genova: Speechwriter - Ghostwriter

Therefore, this malpractice lawsuit throws additional shadow on the once-golden Boies Schiller Flexner brand. Exactly the right positioning and packaging for your messaging.   Branding Bundling Current Affairs legal Media Personal Musings Rebranding Web/Tech WritingLegal malpractice. Breach of fiduciary duty. Vicarious liability. Unjust enrichment. Restitution  Those are the allegations in the lawsuit "Telebrands Corps and Bullhead.com v. David Boies, et al."

2020 40

Spirituality Niche: Glut Market Demands Pragmatic Positioning/Packaging

Jane Genova: Speechwriter - Ghostwriter

  What players in the niche have to do is what all marketers of mature whatevers have to do: Position and package the services and products aligned with demand.   Branding careers Current Affairs Games Generational Divide Intuitive Media Music Personal Musings Politics Public Speaking Religion Selling Values Web/Tech Weblogs This week, a marketing firm sent the specs for a copywriting assignment in what can be labeled the "spirituality" niche.

2014 43

Excommunicado: The Amanda Knox Brand

Jane Genova: Speechwriter - Ghostwriter

Global media positioned and packaged her as a a kind of young American beauty pitted against an complex ancient system of legalities. Branding legal Media Personal Musings RebrandingItalian law. That's how much of the world came to know Amanda Knox. Poor thing. Was she cold in that Italian prison? So, in the appeal of her conviction in the murder of a roommate when she got off many rejoiced. She returned to a life in the U.S. amid great fanfare. A star was born.

2019 40

Johnson & Johnson Brand - We Wonder, Don't We

Jane Genova: Speechwriter - Ghostwriter

  No surprise, though, to those who understand the ways the positioning and packaging an entity in the court of the law, Johnson & Johnson goes on record as stating the product is safe. In the court of public opinion, we communications players wonder how this move will affect the brand.  Exactly the right positioning and packaging for your messaging. "Johnson & Johnson, besieged by lawsuits, will stop selling baby powder made with talc in the U.S.

2020 40

Floyd Norris, David Firestone - Among The 30 Accepting NYT Buyout Package

Jane Genova: Speechwriter - Ghostwriter

Today is the deadline for newsroom employees at The New York Times to accept the buyout package.   Branding careers Games Among the approximately 30 who have are Floyd Norris, long-term business columnist, and David Firestone, member of the editorial board. Here is the coverage by Kevin McCauley in Odwyerpr.com. Since the NYT needs about 100 to leave and is 70 short of that, clearly layoffs are in the works.

2014 50

Warren Buffett - The Crumbling of a Beloved Brand

Jane Genova: Speechwriter - Ghostwriter

  That's just part of the pile on of negativism that is the ritual of stumping to death a beloved brand. Exactly the right positioning and packaging for your messaging.   Branding Current Affairs Personal Musings Values"Dud stock picks, bad industry bets, vast underperformance - it's the end of the Warren Buffett era." " So goes the headline for Howard Gold's opinion piece in MarketWatch. 

2020 43

STEM Is Everything - But Marketing Know-How Is What Positions & Packages the Everything

Jane Genova: Speechwriter - Ghostwriter

  Among the musts are positioning and packaging your persona and presentation to fit with the audience.   Branding careers Current Affairs DigitalInfluencer Games Generational Divide Personal Musings Science Selling Values Web/TechShark Tank. Y Combinator. Selling to Amazon. Finding a job after being laid off by Zenefits. Success happens through marketing. Not necessarily the brilliance of innovation. That begins with emotional intelligence (EI).

2017 40

MA Senate Race - Could Kennedy Branding Force Out Incumbent?

Jane Genova: Speechwriter - Ghostwriter

  In addition, there is the Kennedy brand. Exactly the right positioning and packaging for your messaging.   Branding careers Current Affairs DigitalInfluencer Games Generational Divide Media Personal Musings Politics Power Public Speaking Values Web/TechMedia focus is back on the high-profile Massachusetts U.S. Senate race. That had gone off the radar during the initial shock of the pandemic. Now, The Wall Street Journal looks at how challenger U.S.

2020 43

Alcoholics Anonymous - Troubled Brand

Jane Genova: Speechwriter - Ghostwriter

Alcoholics Anonymous (AA) has become a troubled brand.   AA, launched during the 1930s, had been positioned and packaged as  THE  savior for those suffering from the disease of alcoholism. That branding helped generate myriad other 12-step programs. Isn't it creating a public nuisance to position and package the organization as a proven method to put the disease of alcoholism into remission?

2017 40

'Tis Season for Over-Communication - 5 Tips for Positioning/Packaging Expressions of Goodwill

Jane Genova: Speechwriter - Ghostwriter

  animal companions Books Branding careers Current Affairs Food and Drink Games Intuitive Personal Musings Selling Values Voodoo Web/Tech WeblogsEvery businessperson knows the game: We are supposed to leverage the holiday season to get our brandname in front prospects and current clients and enhance organizational goodwill. The growing impediment is that this is the era of over-communications.

2016 43

Writing - Positioning & packaging it in education as a tool, not career path

Jane Genova: Speechwriter - Ghostwriter

Therefore, in college, to motivate students to invest themselves in writing, the message should be positioned and packaged as: This is a critical tool. Books Branding careers Content-provider Cover Letters Current Affairs Games Generational Divide Media Personal Musings Rebranding Values Web/Tech WritingIn freshman composition in college, somehow we got the message that if we got good at expository prose, we could become - wow - a writer. The concept was sacred.

2016 43

Brand Saint David's - Another Elite School Gets Hit with Allegation of Sexual Exploitation of Student

Jane Genova: Speechwriter - Ghostwriter

  Saint David's is only one on the long list of elite schools whose legacy has become sexual exploitation of students back in the days when the whole private school package seemed the unique blessing from the universe. Branding Current Affairs legal Personal Musings Power Values

2020 52

Kennedy Brand Wobbles - Ed Markey's Busy-Bee Band of Twitters/DMers

Jane Genova: Speechwriter - Ghostwriter

It would position and package Kennedy as cool. Should Kennedy, who isn't running for his seat in Congress, lose, the Kennedy brand could collapse. The genius of young politico Barack Obama was to recognize the power of mobile technology.

2020 52

"Mad Men" - Too simple to package Don Draper as alcoholic

Jane Genova: Speechwriter - Ghostwriter

  Branding careers Television What made Don Draper such a compelling character when "Mad Men" was new was the complexity of his demons.  This was no ordinary screwed up suit from the 1960s.   There was his whore of a mother.  The identity he stole.  The frayed wiring which seems to go along with all creative genius. The compulsive womanizing, And, the self destructiveness of boozing.

Austerity Bumps Up Against Branding: Law Firm Hiring

Jane Genova: Speechwriter - Ghostwriter

Law firms, given their high fee structure, has to be skilled in how they position and package every move. economy, hiring could be the weak link in otherwise excellent branding strategies.  He argues that's even worth the risk to the brand. In these even more politically sensitive times, there could be more shade thrown on the law firm's brand.

2020 40

Clinton Branding - It Means "Moderate" for Jittery Democrats

Jane Genova: Speechwriter - Ghostwriter

"Clinton" is a known brand. The genius of Bill Clinton's political positioning and packaging was putting himself out there as a moderate. Branding Current Affairs Games Intuitive Language Media Personal Musings Politics ValuesPlus, it isn't scary. Nothing radical about it. His wife Hillary Clinton followed that ideology. She was "safe." 

2019 40

Monica Lewinsky: Timing right for packaging herself as a woman all-grown-up

Jane Genova: Speechwriter - Ghostwriter

  Branding careers Current Affairs Media Politics Public Speaking With global attention on whether Hillary Clinton (prototype of The Good Wife) will run for president, the timing is right for Monica Lewinsky to hit the speaking circuit.  That is, if she frames her message as A Woman All-Grown-Up.  Ditch the history, as Tina Brown advised authors in her The New Yorker days.

2014 50

Brand Boston - Professional Class Unburdened by Children

Jane Genova: Speechwriter - Ghostwriter

Economic developers can position and package Brand Boston as where the workforce is all-business. Branding careers Current Affairs Games Generational Divide Personal MusingsBoston has evolved into the model of cool. After all, that's where GE is relocating. Tech, higher education, and healthcare are big business. The work day tends to be demanding and long. And, like other Professional Class urban metro areas, Boston has a high cost of living.

Sharing Economy Taking It On The Chin - Airbnb Joining Uber In Being Positioned/Packaged As Bad Guys

Jane Genova: Speechwriter - Ghostwriter

Branding Current Affairs Games legal Personal Musings Politics Travel Values Web/TechRemember when the pioneer founders of startups in the sharing economy were hailed as progressive visionaries? They were touted as the game-changers making everything from lodging in another city to a taxi ride more affordable, thanks to technology. That was then.

2015 50

Les Moonves - Can He Rehab His Brand?

Jane Genova: Speechwriter - Ghostwriter

Cohan in Vanity Fair , Moonves is already in the early stages of doing rehab on his brand - if that's possible. If the report finds he should be fired for cause, he won't get much or any of the $120 million exit package. Jane Genova helps you get it for products, services, points of view, causes, branding, careers after-50, and college admission.

2018 40

"Branded Content" - The Controversy Irrelevant

Jane Genova: Speechwriter - Ghostwriter

It goes by many names:  Branded content. Then, it was positioned and packaged as  a paid op-ed.    Branding Content-provider Current Affairs Ethics Media Selling Native advertising. Sponsored content. But essentially, what it is is client-paid-for material blended seamlessly into editorial material. Frequently it will carry a small disclaimer "Sponsored Content." " Publishers love it because it brings in revenue.

2015 50

Selling Enlightenment - Growing Number of Brands

Jane Genova: Speechwriter - Ghostwriter

There are many brands available, at all price points.    Much of the enlightenment industry positions and packages inner peace as a goal in itself. Jane Genova helps you get it for products, services, points of view, causes, branding, careers after-50, and college admission. The enlightenment game is not new. Way back in the 1950s, we children of immigrants, stuffed into overcrowded Catholic schools, were mandated to pray that the world found peace of mind.

2018 43

Brand JUUL - Can Public Relations Put This Back Togehter Again?

Jane Genova: Speechwriter - Ghostwriter

Not too long again it had been positioned and packaged as a solution for ending the addiction of cigarette smoking. Obviously, Brand JUUL is in serious trouble. The serious investment matter is if public relations can put this brand back together again.  Branding Current Affairs Games Intuitive legal Media Personal Musings Politics Rebranding ValuesIt's the season of the long knives, all pointed at JUUL.

2019 40

Brand Mexico - Beyond the Cartel Hysteria

Jane Genova: Speechwriter - Ghostwriter

No surprise, some at dinner jumped right in with the mythology surrounding Brand Mexico. Essentially, the location is being positioned and packaged as a risk-your-life force field. Branding Current Affairs Dreams Games Media Personal Musings Rebranding Travel Values Web/Tech"My girlfriend and I will semi-retire in Mexico." " That's what a 70-year-old professional told us at Christmas dinner. Long story short, he had endured a reversal of fortune in 2008.

2018 40

Lance Dodes, Zachary Dodes: All the right moves for positioning/packaging brisk-selling book

Jane Genova: Speechwriter - Ghostwriter

  We could all write a rant, package it as a book, about what organizations didn't sit right with us.   Books Branding Personal Musings Science Selling Agents, publishers and even seasoned ghostwriters like myself know the strategies and tactics for creating a book which will sell.  In putting together their book (I won't mention the title which will only give it more google juice) Lance Dodes and Zahary Dodes tried to make a lot of the right moves.

2014 40