The goal, of course, is to create legions of willing consumers — those who we can turn into leads or sales. Generating leads and sales is a (necessary) side effect of successful marketing, not the point of marketing.

How do we create that desirable possibility? Establish and reinforce in the consumer’s mind unshakable truths about what makes our brand unique in the category – not what is the same or similar to other brands. This is where we “decide what business we’re in.” This is where we consciously decide that standing for specific perceptions in the mind of the consumer means that some people won’t be attracted to us, but others will be more attracted to us. This is where we decide not to be all things to all people.

I think this is the year (or half-year, or few months) where the concepts proscribed in the Social Media field become less of a shiny object and begin (and i cant stress the “just starting” portion enough) to become things that can be integrated into work flow.

In other words, the honeymoon is over, and now the work begins.

We throw it around so much that it’s become a catch all. And we’re tired of it because we were here in the innovation stage and now it’s all…….not shiny.

I think that now we’re on the other side of the curve the term will start to burn out. I would have shared that theory with you, Nate, this weekend if I’d gotten a chance to read blogs before the event, but I’m with you on the end.

At the same time, there were a LOT of new people to Podcamp and I’m hoping that if they had questions about those topics and social media that they got them answered.

We’ll see how it evolves in the future.

Thanks for coming this weekend and Sarah, thanks for coming up.

-Michelle

It helps every once-in-a-while, to be kicked back into basic reality as you noted. I feel part of the “personal branding” craze is due to those who find it difficult to state “who they are”. A much easier aspect to conquer is “what we do”.

Personal branding is a subtle attempt to make easier the identification of personal “features and benefits” if we look at ourselves as a packaged good or service. Maybe it affords a comfort zone where we project terms and descriptions that provide a buffer or distance from those dreaded “emotions and feelings”.

Because it’s not enough to say I like apples because they’re juicy and remind me of climbing the apple tree at Aunt Bee’s farm as a kid. Too trite. Low on the cerebral meter.

Instead, let’s go to extraordinary means to encompass the logic, reasoning and strategy behind the apple selection and share their complete decision-making process about the choice. This inhibits the emotional aspects that our industry thrives on while, at least on paper, provide more proof that the apple was indeed the right selection.

I agree. Personal branding runs amok. It’s kicks like yours that refresh and remind us to get back to basics.