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Paying with Your Personal Brand

3/23/2019

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by David Hagenbuch, founder of Mindful Marketing & author of Honorable Influence

It was shocking to hear the news:  TV’s beloved “Aunt Becky” charged with fraud in “the biggest college admissions scam ever prosecuted in the U.S.”  Most people understand that a business model based on bribery is wrong, but there’s another angle to this story that's relevant to each of us, as marketers of ourselves.
 
To summarize the scandal, Lori Loughlin, who played Rebecca Donaldson-Katsopolis on the classic ABC sitcom Full House and the Netflix sequel Fuller House, and starred in the Hallmark's When the Heart Calls, was one of fifty people implicated in the admissions scandal that also netted actress Felicity Huffman, known for her role in ABC’s Desperate Housewives.  The mastermind of the manipulation was Rick Singer, CEO of The Key, which promised to help “the wealthiest families in the US” get their children into some of the country’s most prestigious colleges.

Many tutors, SAT prep courses, and other admissions aids honestly and legally help students improve their chances of acceptance to their preferred colleges.  So, how did Singer run afoul of the law?  He allegedly helped his clients’ children cheat on ACT and SAT tests, and he bribed college athletic department personnel so they would claim that certain students were recruits for their teams, even when some never played the sport in question.
 
However, perhaps the most devious thing Singer did was create “The Key Worldwide Foundation,” which was supposedly a charity that funded programs for underprivileged children in the U.S. and abroad.  In reality, the Foundation served as a front for money-laundering, or a way for the wealthy to pay Singer who then channeled bribes to accomplices on college campus that included USC, Yale, and New York University, among other prestigious schools.
 
As someone who works in higher education, has one child who recently graduated from college, and has another who is currently making his college decision, the admissions scandal hit close to home.  However, the scandal is even more unsettling to me as a marketer.
 
No, I’m not just talking about what Singer did.  His bad decisions to build a business based on cheating and bribery and to operate a fake foundation were certainly appalling and surprising.   What was even more amazing to me was the apparent ease in which he secured willing parties to the schemes, not just from the general population but from those representing high society and higher education—people who stereotypically ‘should know better.’ 
 
In addition to accomplished actresses Loughlin and Huffman, alleged scandal participants include an array of elite professionals from business, academia, and other fields.  Some of the specific individuals implicated, along with their current or former positions, are:
  • Rudolph Meredith, head women’s soccer coach at Yale University
  • John Vandemoer, sailing coach at Stanford University
  • Igor Dvorskiy, director of West Hollywood College Preparatory  School
  • Gordon Ernst, head tennis coach at Georgetown
  • Donna Heinel, a senior associate athletic director at USC
  • Jorge Salcedo, the head coach of UCLA men’s soccer
  • Gordon Caplan, New York attorney and co-chairman of the law firm Willkie Farr & Gallagher
  • Gregory Colburn, a radiation oncologist in Palo Alto
  • Robert Flaxman, chief executive and co-founder of Crown Realty & Development, and a Beverly Hills resident
  • Homayoun Zadeh, associate professor at USC’s Herman Ostrow School of Dentistry and director of the school’s Advanced Program in Periodontology

Why would so many smart and talented people risk their reputations and/or careers to associate with Singer.  The motives were likely mixed.  Of course, many of the participants were parents who may have been willing to do anything to see their children succeed.  Those who accepted bribes, probably wanted the money.  Some may have felt pressure to assist for the good of their institution.  Maybe some saw or heard of others doing similar things and rationalized ‘there’s safety in numbers.’
 
Whatever the motive, I doubt that many of the participants, if any, seriously thought that they would get caught.  If they did, they probably wouldn’t have participated.  Instead, they operated under the delusion that what could be hidden from public view didn’t matter.
 
That misconception is one of the biggest fallacies of marketing, in general, and personal branding, specifically.  In an article I wrote a couple of years ago, I aimed to debunk that myth by suggesting that a personal brand consists of three elements: character, competencies, and communication.  I likened the first two components to the layers of a cake and the last one to its icing.
 
Some individuals erroneously act as if they can overcome flawed character and inferior skills by spreading on a thick layer of overly flattering or even disingenuous communication.  Besides being dishonest, this approach only works for so long.  Eventually cracks in ‘the cake’ show through the communication.  Unfortunately for them and others impacted by their indiscretions, those involved in the college admissions scandal seemed to subscribe to this hollow approach to personal branding.
 
As I was writing this blog post, my wife shared with me some very sad news.  A good friend of ours from early in our marriage had passed away suddenly at home, at the age of 58.  Mark Sneff was someone who built his personal brand the right way.  Even as he developed his competencies to rise to the top of the HR profession, his character exuded integrity.  Mark also was uniquely gifted at communicating “the truth in love”: He could offer an honest critique that felt like a high compliment.
 
As the outpouring of fond remembrances on his LinkedIn page suggests, Mark was a widely loved individual who many held in high regard.  I’m not sure he thought much about personal branding.  I am very confident, though, that he never would have resorted to a ruse to advance the educations or careers of his two children, who he loved greatly.  Interestingly, Mark was the first person I ever invited to speak to my college classes.
 
It’s so nice to know people who
‘market themselves’ the right way.  The recent college admissions scandal should be a reminder that it only take a moment to destroy a personal brand that took decades to build.  Unfortunately, that fact means that Loughlin and all who participated in Singer’s schemes, not only injured themselves and others, they’re also guilty of “Mindless Marketing.”

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How a Blind Marketing Student Sees a Smart Cane

3/8/2019

32 Comments

 
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by Jason Polansky, Marketing Major at Messiah College

I enjoy each day without something that many take for granted—eyesight.  To safely navigate a sight-friendly word, a blind person develops other aptitudes, like a keener sense of hearing, and learns to use technology, such as a smartphone with GPS.  Now one company has developed a hi-tech version of a tool blind folks have used forever—the cane.  The thought of a ‘smart cane’ is intriguing, but is it Mindful Marketing?    
 
A few years ago, members of Turkey’s Young Guru Academy (YGA), a nonprofit organization aimed at assisting disadvantaged members of society, began to develop WeWALK, a smart cane that uses ultrasonic sensors, microphones, and speakers to help individuals with visual impairments “see obstacles.”  More specifically, a WeWALK hardware unit attaches to the handle of a blind person's cane, allowing him/her to more easily navigate outdoor environments.
 
Despite its recent start, the company has rapidly gained a social media following on Facebook, Twitter, and YouTube.  The firm also has been featured on CNN International, NowThis, Forbes, Dr. Oz, and certain New York City television outlets.
 
What features and benefits does WeWALK  offer that have spurred its rapid rise?  The following list summarizes key parts of the new product’s value proposition:
 
  • vibration and an ultrasonic sensor to detect overhead and chest-level obstacles, such as hanging tree branches and telephone poles
  • a compass, accelerometer, and gyroscope for GPS technology and Google Maps integration
  • Bluetooth connectivity, to be paired with an iOS or Android smartphone and integration with apps such as Google Maps
  • touch controls that allow users to access their smart phone via the device itself, without having to remove the phone from a pocket, purse, or backpack
  • a microphone and speaker for voice control and Amazon Alexa integration
  • support for Turkish and English languages
  • approximately five hours of battery life
  • charging via a micro USB port
  • weight of 430 grams
  • length of approximately one foot
  • open platform for app developers to add integrations with the device
  • purchase price of $349 through Indiegogo
 
I applaud the idea and the innovation behind WeWALK and appreciate several of its strengths.  For instance, overhead obstacle detection is a feature that I would find helpful. Oftentimes when I go hiking, or even when I am just walking down the sidewalk in a residential area, I never know when I am going to encounter an overhead object like a tree branch or some low-hanging sign.
 
In addition, the ability to connect to a smartphone via Bluetooth could save time and provide convenience by not having to hold a phone in one hand and a cane in the other.  Allowing a free hand is a plus.
 
However, WeWALK also has some significant limitations.  First, it does not attach to all types of canes that blind people use. I personally prefer a light-weight, rigid, National Federation of the Blind white cane with a metal tip, but WeWALK does not currently attach to this type of cane. Most of the canes that the device attaches to are much heavier and bulkier in nature. However, AppleVis does say that the firm has a goal of attaching to every popular cane in the world.
 
Another concern is how well the product can withstand the elements. Due to it being an outdoor product filled with many electronic components, one must be aware of rain during all seasons, as well as winter snow and summer heat. A useful addition to the product would be a protective case of some sort that would not muffle the sound from the speaker.
 
Speaking of the speaker, I would be interested in knowing how much volume can be produced. Outdoor environments can be quite noisy, due to traffic, construction, and other noises that may prevent the user from being able to hear its audio feedback while holding the cane at arm’s length.
 
It’s also worth noting that a five-hour battery life may not be enough to get someone through an entire day of traveling, especially while on vacation or otherwise being a tourist.  Maybe this deficiency could be remedied by charging through an extra external battery that the user could carry in his or her backpack or purse. However, that power supplement would mean a rather long cord attaching the battery to the device, as well as extra weight.
 
One also must acknowledge the limitations inherent in any GPS product for the Blind.  A GPS won’t tell a pedestrian when it’s safe to cross the street, the path to take through construction, nor will GPS directly lead the user across a large parking lot. Just about any blind person who is an experienced traveler would say that possessing strong mobility skills and knowing how to travel safely is essential before attempting to use any GPS product.
 
Just as when driving a car, a GPS will tell the driver how to get to the desired destination most of the time, but it does not know the rules of the road. It does not tell the driver to stop at a stop sign or obey the speed limit. Thus, I would not recommend this product to a blind person who does not possess adequate cane travel skills in the first place or who is fearful of traveling in unfamiliar environments.
 
Beyond the preceding limitations, a big turn-off for me is some of the language used on the firm’s about page. The first line says “WeWALK is the world's most revolutionary smart cane developed for the visually impaired people.”  Using the word “the” before “visually impaired people” is a rather patronizing way of describing the target market, just as it is insensitive to use “the” before the name of a racial group.  Furthermore, I don’t believe “blind” is a negative word, and I feel it’s fine to use “blind” when describing people who are not completely blind.
 
A better way to phrase the webpage phrase may be:

“WeWALK is the world's most revolutionary smart cane developed for blind and visually impaired individuals, allowing for greater independence and mobility through innovative technology,”
or

“WeWALK is the world's most revolutionary smart cane, strategically built with the blind in mind, combining the white cane that you have known and loved for decades with ground-breaking technological advancements.”

 
In any case, the company should seriously rethink this use of language as it moves forward.
 
Overall, WeWALK is a decent and well-intentioned product that shouldn’t cause any serious harm.  Still, at a price of $349, there are plenty of ways in which the product must improve before it can truly compete within the marketplace of technology and other tools targeted for blind and visually impaired individuals.  Sometime in the future, WeWALK may be Mindful, but at this point I see the smart cane as “Simple-Minded Marketing.”


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    David Hagenbuch,
    founder of
    Mindful Marketing    & author of Honorable Influence

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