Building Your Brand In 2009 – Are You The Next Clint Eastwood?

A recent viewing of Clint Eastwood’s latest film, “Gran Torino,” got me thinking about a lot more than just the final scenes of the movie and its excellent screenplay. I actually began to think long and hard about Clint Eastwood, his performance, his career path, and even, his image.

In this particular film, part “Unforgiven”-style modern day case study of the impact of violence and vengeance, and part “Million Dollar Baby” examination of the potential for connectivity between very dissimilar people, Eastwood’s machismo drives every line and every scene. But upon reflection, I started thinking more about 78-year-old Clint Eastwood “the man,” or more specifically, Clint Eastwood “the brand.”

Eastwood has utilized the medium of film over the past 50 years to create a brand for himself that is so unequivocally his own; tough-minded, shrewd, battle-tested, just, arrogant, and private. Eastwood’s brand does not necessarily personify the man or even every single role he plays as an actor or director (see “Bridges of Madison County”), but it’s strong enough to typify a likeness that has persisted over time. In essence, film allowed Eastwood to both launch his brand and maintain it over the years. But it wasn’t easy. Despite beginning his movie career in 1955, it wasn’t until 1964’s “A Fistful of Dollars” when Eastwood truly broke into the mainstream, and it was 1971’s “Dirty Harry” that officially signaled his ability to transcend genres with his brand; from spaghetti western’s to modern day examinations of violence and its consequences.

But more importantly, Eastwood’s brand consistency on the big screen ignited my thinking about how new media allows us all to create, maintain, and adjust our own brand image. Today, any average Joe can now use tools like Facebook or Myspace to develop (read: launch) their own brand profile by uploading all the relevant photos, videos, music, personality descriptions, etc. Without the power of film or television, internet users can create an image for themselves that personifies who they are (or who they want people to think they are), and they can even identify and attract their own audience. Sometimes finding this audience is as easy as a simple “friend request,” or as is the case with digital channels like Twitter and LinkedIn, the more attractive the profile (or online brand), the more likely the audience will grow. It’s simple brand marketing.

And unlike an actor, launching and maintaining your brand online can be free and easy. Without the startup costs, unexpectedly controversial or unconventional roles (or “off-brand” roles like “Bridges”), studio pressures or very public negative reviews, individuals can build and manage their brand on their own terms. And with the proliferation of new media into various channels, individuals can modify their image to please and engage different audiences (think of a LinkedIn profile as an individual’s attempt at creating their “Oscar Winning Brand”).

And the beauty of it, these same channels are just as useful for corporations, organizations, philanthropies, and all sorts of other groups looking to build or even recreate their brand.

New media, giving voices to the masses. Building your online brand would make Clint proud.

Go ahead, make his day.

What is 451 Marketing?

I often get asked to force-fit our agency into predetermined labels. For instance, I was recently signing up for an event and was asked the question: “Are you an advertising agency, a public relations agency, an interactive agency, a social media agency, or a marketing agency?” I had to choose one, so I chose “marketing agency.”

The truth is, we have elements of all of these pre-existing terms and categories, but we are really much more than that. Further, the term “marketing agency” makes most people think of the stodgy traditional shops, which we are not. On one hand, our expertise can easily be categorized – lead generation through new media. But one might ask if that categorical description is something that people can mentally digest…quickly? After all, if we are going to label ourselves shouldn’t we do it in a way that is straightforward and potentially unique? Maybe we could go with – “Lead generation through the strategizing and execution of social media campaigns, traditional public relations, PR 2.0, search leveraged public relations, search engine optimization, mobile marketing, advertising, and branding and positioning”… I know, way to long.

How about, “451 Marketing, the agency that makes a lot of money in a short amount of time for their clients by using quantifiable techniques?” Getting closer, but still think people would probably want something a little more refined. We could try something that talks about our commitment to being at the forefront of our industry, describes our constant efforts to know more, apply more, and educate each other on the latest and greatest in new media. We need to create some way to convey how we bring better ROI’s for our clients compared to our competitors? Maybe, “451 Marketing, constantly working to be at the forefront of new media and delivering ROI’s like no one else?” Nah… not in love with it, still to long. I think we need something that captures it all in one succinct impactful statement.

Maybe something like… 451 Marketing, “The Leader in New Media CommunicationsTM“. I like it!

AJ Gerritson, Founding Partner at 451 Marketing

Welcome to Heat!

Welcome to Heat, the official blog of The Leader in New CommunicationsTM451 Marketing! If you are unfamiliar with us, I will fill you in:

Back in 2004, a couple of interactive marketing veterans named AJ Gerritson & Nick Lowe recognized a paradigm shift in the world of marketing, advertising & public relations. Rather than sit back and wait to see how it would all take shape, like most firms have done, they decided to get a jump on the competition. With a phone line and a couple of PCs, the two enterprising lads founded 451 Marketing – an agency that could offer companies a way to better connect and engage their customers through a combined new media and traditional communications approach that utilized both advertising and public relations. Turns out they were on to something. The agency has grown substantially since then – with an award-wining design team, cutting-edge new media specialists and *ahem* one talented and well connected public relations team – 451 Marketing has emerged as The Leader in New Media CommunicationsTM. We have created a targeted and fully-integrated communications approach that harnesses new technology to ensure that a client’s message breaks through the noise and is heard clearly by their customers. If you don’t believe me, ask our satisfied clients.

Where did the “451” in 451 Marketing come from you ask? No it’s not the address of their first office (would you really want to hire an agency that was that obvious?). And no, it’s not because when added together the numbers equal a Perfect 10 (although Nick is a big Sudoku fan). See, the number comes from the temperature at which paper burns – 451 degrees Fahrenheit! Advertising on paper is so 2003! It’s a good thing these guys recognized this, because they subsequently found that the brands they’ve created and communicated over the past four years have been so hot that they’re too hot for paper!

The 451 Marketing Heat blog will be a place for the new media junkies over here at 451 to muse, discuss and sometimes rant about the things that get us going! Please check in often, read what we have to say and feel free to tell us what you think, because the beauty of new media is that it’s interactive!

Cheers,

Tom Lee, Partner & Director of Public Relations