The Salak Group : Stragic Communcations and Research
Outlook 2010: Welcome to New Hope
January 2010 (Continued)Time to Make Happy
It is not only hard to feel good when you’re sad. It also makes for pretty bleak business prospects. This has never been more apparent than during the Great Recession when it has been very tempting to stand still, not invest in future opportunities and just get through each month in hope you’re still in business or at least employed. The approach was so tempting, in fact, that many brands tried to empathize with the economic plight of just about everyone by delivering a “hang on for dear life – we’ll all muddle through somehow” message. Unfortunately, as the great Henry Ford once said, “You can’t build a reputation on what you are going to do,” Nor can you build a business by simply empathizing with troubled consumers – we suspect Mr. Ford would have added.
Expect Corporate America to come to grips once again with the power of positive messaging in 2010. That’s more than good marketing. It is good business sense. Ron Jaworski, former NFL quarterback, made the point perfectly when he said: “Positive thinking is the key to success in business, education, pro football, anything that you can mention. I go out there thinking that I’m going to complete every pass.”
No one is suggesting unbridled spin of course. But thoughtful and confident messages, demonstrating leadership and offering positive vibes are all on the marketing menu for the first half of 2010 to motivate customers, employers and partners alike. That’s good news, right?
Worn Out in the Recovery?
Clothes don’t necessarily make the man or woman. And well-dressed employees sure don’t guarantee companywide success. But as corporations, clients and potential targets tentatively emerge from the nightmare of the Great Recession – they are increasingly drawn to professionally dressed associates to do business with them. That shouldn’t be surprising or overlooked because what’s more likely to instill confidence – someone well dressed or an individual boasting an untucked shirt, ripped jeans and rumpled blazer.
The importance of professional attire isn’t lost on the nation’s leading business schools, many of which dedicate sizeable portions of the their Web sites to driving home this point. Recent surveys of Fortune 1000 executives and their clients also support the importance of a professional presentation. Management Recruiters International, for example, reports that more than one third (34.2%) of executives they polled think that business casual dress has gone too far, eroding respect and effectiveness.
