Author Archives: Fabian Geyrhalter
Brand Colors – Not A Science Nor An Art, But A Strategy
Life is full of give and take, and so at times one finds himself partaking in experiences that one would usually not seek out on their own. My lovely wife convinced me to partake in one such experience last week. We visited the ‘guru of aura photography’ as she made a rare L.A. stop – in form of a popup inside a hip retail shop – and had our pictures taken. Yes, there is such a thing, and it’s apparently currently not just a thing, but the thing. Gwyneth Paltrow does it, need I say more? And now, so have I. Please, go ahead, meet my aura: As it goes more often than not when opening yourself up to new experiences, this actually was quite enriching. It was fun to partake in a mythical-visual experiment of sorts, and my aura seems to be in good shape too; can’t you tell? Well, perhaps you can, at least a little bit. As for me, without the detailed info (or shall I say ‘reading’) I received after the picture was taken, I only knew that blue/purple was about trust and loyalty, and comparing it to the many other aura portraits I looked at online, prior to receiving the professional insights, I realized that it had quite a personality of its own. Everything else that I learned about the meaning of these particular colors and their locations surrounding my image directly from the photographer, I would have never guessed by just looking at the colors without a full …
How To Avoid Your Uber Brand Mishap
Ride-hailing app Uber had a rough couple of months, to say the least. I for one have been an über Uber brand advocate from day one and have had a lot of defensive conversations (with cab drivers, my parents, and other naysayers alike) on behalf of the brand I so loved. Loved, because there is love no more. The other week, as I was on a flight to Austin to hold one of my many Resonaid brand foundation workshops with a startup, I was contacted by the Los Angeles Times on my thoughts about Uber’s brand troubles. I conducted the interview from the plane, which made me feel uber-productive (and quite special, I must admit), and was greeted by the following ginormous quote in the LA Times later that very same day: One thing leads to the next and I was interviewed by Canadian TV station CBC the day upon my arrival back in L.A. on the same topic (you can read that story here). Now that I am rather well-versed on the subject of Uber brand bashing (*sigh*), I want us all to understand the one fundamental key branding lesson from their mishap so your startup can avoid following Uber’s path: Uber came in to disrupt a commodity and monopoly service, the cab industry. Today it may be taking their place and share the same fate with the very companies that used to be the enemy. By focusing solely on the next round of funding and speedy economic growth, the company seems to …
How To Go From Brand Affection To Product Sales In 2.2 Seconds
Everyone is preaching not to be ‘salesy.‘ It became a holy rule of marketing: Brands, earn your trust, then quietly suggest your latest products. Funny how that works, or rather how it does not work, as brands have been so hit over their heads by that ‘don’t be salesy’ mantra that they forgot to actually sell products once brand trust has been earned. We write February 2nd, the day I paid a good amount of money to partake in the Porsche Experience Center. It was there I learned that it takes 2.2 seconds for the 2014 Porsche Spyder to go from 0-60 mph (in case you were wondering where my ‘clickbaitish’ blog post title was derived from). Not that I am into race cars nor that the Porsche brand gets my heart pounding. No, Porsche opened this race track close to where I live and being fascinated by brand experiences (and being known for enjoying higher speeds) I figured I should get my adrenaline going by racing a Porsche 911 Targa 4S (to be brand-correct) around a track, spinning it in a circle on a wet surface at full throttle and sliding uncontrollably through black ice; all while a professional (a ‘Porsche Drive Coach’) was sitting next to me praying for his dear life, as he should. That, after all, is what I paid him for. As was to be expected, I got fully engulfed in the Porsche brand from the moment I stepped into the facilities: While usually exiting through the gift shop, here you …
3 Intrinsic Branding Lessons All Startups Should Learn – From The Store Next Door
This article was originally published on Forbes on 11/25/16. As a brand strategist, I mostly work with new businesses on establishing themselves as brands – as quickly and as honestly as possible. With the growing awareness for Small Business Saturday, I felt it was time to analyze how small businesses brand themselves in an organic grassroots manner – and how startups can learn from these businesses that are rooted in localism and fueled by brand advocates. Our view of what a small business is has changed over the past decade. The financial crisis of 2008 led to uncertainty and unemployment, which led to people crafting and cooking again and, not so coincidentally, preferring local eateries and buying artisanal products. Many of these products were passionately created by people who had just one product and little to no business background. The best (and often only) way for them to market was by talking to their neighbors. At the same time, a new generation was becoming fed up by corporate America. To gain insight on all matters local, I sought the opinion of a fellow local entrepreneur who is an expert on the subject, DW Ferrell. I met Ferrell locally when we shared the stage as panelists at the California Women’s Conference a few years ago, and his name popped in my head automatically when I started thinking about this topic. Ferrell was a retail strategist for major brands and shopping centers before veering in the complete opposite direction. He is co-founder of a social enterprise startup, a campaign community and platform marketplace for local makers and merchants that works …
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Fabian Geyrhalter is the Principal of FINIEN, creating clarity for brand transformations.
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