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.  Once unthinkable (or, at least kept under wraps) in professional life was The Side Hustle.

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.

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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.   Books Branding Bundling careers Dreams Food and Drink Games Hope Media Personal Musings Selling Travel Values Web/Tech

2020 52

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.  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.

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

2019 56

Branding & Shift In Positioning/Packaging Sexuality - Shakespeare As Chief Marketing Officer

Jane Genova: Speechwriter - Ghostwriter

  Branding Current Affairs Games Media Personal Musings Rebranding Selling Television Values VoodooNo surprise, raw sexuality doesn't sell, at least with the sophisticated and Generation Z. For one thing, as Mallory Schlossberg explains in BusinessInsider , it's overused.

2015 65

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.  My package was all that I needed. 

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

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.

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.  And then, of course, the safety and loss prevention people get their say – before the packaging gets finalized.

2011 52

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.

The Royals Branding - In Play

Jane Genova: Speechwriter - Ghostwriter

Currently the brand is in play. That brand is under increasing attack. Position and package Queen Elizabeth as nothing but a parasite under that hat.  Branding Current Affairs Games Intuitive legal Media Personal Musings Politics Public Speaking Rebranding Values Writing

2019 52

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.

2018 52

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

Tired Theatrics: The Eroding Alan Dershowitz Brand

Jane Genova: Speechwriter - Ghostwriter

Daily Mail reports that during a keynote speech at the Colorado Steamboat Institute on August 23rd, Dershowitz positioned and packaged himself as a victim of #MeToo. Dershowitz already damaged his brand on conservative television, as an advocate for Donald Trump.

2019 52

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.

2014 56

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.

2014 65

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.

2019 52

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

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.

2017 52

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

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

Jane Genova: Speechwriter - Ghostwriter

That's the number-one challenge facing professionals who are determined to enhance their brand and increase market share through the time-consuming and expensive process of having their books ghostwritten and published.  "Don't cite so many books.

2018 52

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.

2017 52

'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 Weblogs

2016 56

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. In freshman composition in college, somehow we got the message that if we got good at expository prose, we could become - wow - a writer.

2016 56

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. 

2019 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.

That Next Recession - How Will It Be Branded?

Jane Genova: Speechwriter - Ghostwriter

Yes, this kind of coverage can be a form of pre-packaging an economic downturn as the fault of Jerome Powell. Branding Content-provider Current Affairs DigitalInfluencer Games Media Personal Musings Politics Power Values WritingThe Hill is a conservative news outlet.

2019 52

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.

2018 52

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.

2018 56

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.

2014 65

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.

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

2018 52

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?

2015 65

Trumpism Can Tarnish Legal Brands

Jane Genova: Speechwriter - Ghostwriter

In terms of its branding, Jones Day could find itself in a much more difficult situation. Initially, that seemed a positive development for the Jones Day brand.    BrandingRecently, major law firm Greenberg Traurig distanced itself from Trumpism.

2017 52

The New York State Branding - From Prestige to Negative Equity

Jane Genova: Speechwriter - Ghostwriter

Climate change positions and packages old standbys like eastern North Carolina as question marks. Branding careers Content-provider Current Affairs Dreams Games Intuitive legal Media Personal Musings Rebranding Selling Values Web/Tech WritingAffordability. Culture. Weather. Wellness.

2019 52

"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.

2015 65

The Victim/Bias Memes - Re-thinking That Branding

Jane Genova: Speechwriter - Ghostwriter

  She doesn't position and package herself as associated with the concerns of the aging or with alleged challenges of women in media.   At the top of the list, leverage one's work product, not an ideology, as the only branding.

2019 52

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

2014 52

The Battle of the Superlawyer Brands - David Boies Sues Alan Dershowitz

Jane Genova: Speechwriter - Ghostwriter

He positions and package this as the worst attack on his professional reputation in all his years practicing law.   Branding careers Current Affairs legalToday, in Manhattan Supreme Court, one superlawyer sued another superlawyer. The plaintiff is  the  David Boies.

2019 52

Brand Saudi Arabia - Probably Hasn't Bottomed Out Yet, Flunked Crisis Communications 101

Jane Genova: Speechwriter - Ghostwriter

That grand plan was to diversify the nation's economy by positioning and packaging it as a stable and easy place to do business. Branding Personal Musings PoliticsIn Saudi Arabia, Crown Prince Mohammed bin Salman had created his Vision 2030.

2018 56

Brand Uber - The Almost Impossible Mission of Dara Khosrowshahi

Jane Genova: Speechwriter - Ghostwriter

Currently brands in tech are taking a beating. The three major issues, though, which continue to throw shade on the Uber brand are: Image of sustained exploitation of contract workers. Uber is positioned and packaged to be supervillain. 

2018 56