Makeovers that make you cry: The ones worth having

I love nothing better than a marathon of my favorite shows to get caught up on weeks of missed episodes. For this I suggest Modern Family, NCIS, Finding Bigfoot (don't tell anyone about that one) and What NOT to Wear. Tonight is dedicated to TLC's What Not to Wear.

I swear I've gotten better at dressing myself. (mom jeans rule!)

I absolutely love this show. I love clothes, I love shopping, I love changing my hair--and I love seeing the women on What Not to Wear go through these major transformations. They fight the change, they cry when Stacy London and Clinton Kelly make fun of the wardrobe they've sported for years. Eventually, they cave. They take the $5,000 gift card and start out buying the same crap they already own. Stacy and Clinton swoop in, stop the madness, remind the subject of what she has learned. She heads down the proper path, and comes out looking amazing.

I usually cry at this point. (I love a good happy ending story--or commercial for that matter.) I'm excited for the plane-Jane girl who dresses like a hooker, a homeless person, or an old-maid. She is unveiled as elegant, sophisticated, re-styled and reinvented.  Ah, success!

This is a seriously amazing process. I've never seen a woman take a different route. Each subject is hesitant to change, but in the end takes the advice of the pro's -- and the result is nothing short of amazing.

Why am I rambling about this fashion show on a Marketing blog? Well, for one: I'm watching it right now and am amazing at multi-tasking. But more importantly, the process is the EXACT same for a marketing makeover.

I just helped to launch my first User Experience (UX) web project. It, too, was nothing short of an amazing process. It began with a group of people so close to the project that naturally they saw nothing wrong with the way things were. The web pages were frequently visited, the content was updated when an update was due, and the product was a rock star.

The product champions have decided to move ahead with the UX process, taking the advice of the pros. While were discussing user flows, click paths, content creation, and new ways to view the product--our Subject Matter Experts begin to back up... They're worried about the unknown, not sure they want to go down the path that requires so much work, so much time, so different than what they're used to.

In the end, they decide to move with forward--struggle with change and VIOLA! The entire product team ends up elegant, sophisticated, re-styled and reinvented.

What I'm getting at, is sometimes it's a small change--but sometimes an entire make over is eminent. As the marketing pro, or the person in charge of the product under the microscope: Change is GOOD! Sometimes the people--I mean the product most in need of an upgrade have no idea what a difference a new look will make.

People or Product: People will notice the extra effort. People will hear the real you -- you won't have to scream from underneath that outdated facade. When change is due, accept it with open arms. Be kind to those making the recommendation. Be kind to those TAKING the recommendation. In the end, it's so worth it.

Kind of makes me want to go buy some new shoes! Maybe even get a perm.

A little change goes a long way. Botox for your Brand. Or just take your braces off.

In case you haven't noticed, I can relate just about every instance in my personal life back to my marketing life. Basically the two are merging and I'll soon not be able to change from corporate to mom alter-egos. I'll remain a mother-marketer forever. Almost superhero-like.

Today is a big day for motherhood in the Macik household. Jessica gets her braces off. We've taken the entire day off, I'll buy her a dress, take her to eat corn on the cob and she'll flash those slimy pearly whites to everyone she comes in contact with. She can hardly wait. I'm pretty sure she believes this day will change her life forever, opening the doors of complete hotness, boy craziness and perhaps some modeling contracts. (Hey, she's 5'9+"!)

I was debating if I should get up and be productive this morning, or just sleep in...and started thinking about our day and thinking about how such a small change will change her self image and outward appearance forever.

So my question is, when is the last time you made any alterations that would change the perception of your brand, your image, or your company? Sure its true, a brand is created so our audience has immediate recognition of who we are and what we stand for... BUT.... if you see the same logo at trade shows, during broadcasts, or flashy online banners, then eventually they become white noise.

I'm not suggesting you need an entire makeover, but maybe just a little botox. A simple color refresh or design alteration goes a long way. My corporate alter-ego is a little bored. Why not be more accepting of change? Why not be a little more bold? HP is using Alicia Keys and Dr. Dre in their recent advertising campaign Everybody On. Or Microsoft's To The Cloud commercial spots using real life scenario from everyday people. I think both of these campaigns are great for their companies. A little out of the box of what they would typically do. I like it. It makes you notice them. The other day, the buzz around the neighborhood was that a kid got that "Dr. Dre laptop!". Now that's branding.



We can't all endorse rap stars, (and too bad, because that would be amazing! Hey Dre--call me ;) But we can change up the face of our image. Its the little things. An unexpected email campaign? Someone who tweets with personality? An ad using humor (that people actually understand)?

That said, I'm going to review my company website... what can I do different to shake things up and still stay within our brand guidelines? I'm planning for SAPPHIRENOW, now can I keep within brand and still make a splash at the event?  I manage several twitter accounts for Atos Origin, how can I shake those profiles up a bit and make them more engaging. Get ready for my mini-makeover. Long overdue.

Note to self. Get a pedicure while you're at it.

So, a girl walks into a bar...

None of these are Suzy, but a good reason to post a wine/working/drinking photo.

Ok, so the girl was my friend, and we weren't at a bar (we were at Arturo's, yum!) but there was wine and social media conversation involved. Let's just call her Suzy.

Naturally, I'll help Suzy. She hears opportunity knocking, and knows that the public relations industry is ever changing. What once was a glad-hand, take-the-media-to-dinner, buy-some-advertising, play-nice-with-my-financial-report type of relationship, has transformed into an online-googleable, is-it-SEO-worthy, follow-me type of shout outs. (right now she's thinking - oh crap! what does that mean?!)

Now, these are obviously my nonsense description of how I see another change in the world of communications, and doesn't apply to all PR of course. There are still the perfect reasons for pitching the best story ideas over lunch, good media coverage from product roll-out events, and of course the ol' wire press release. However, if your still doing all these things, and skipping social media integration, you've GOT to be missing out!

So, my dear friend Suzy wants to get started. I've promised to help (as long as more wine will be involved). What better way than to make Suzy read my blog to get her answers. After she's read my blog and built the structure for her community, I'll sit down with Suzy and talk strategy. Since she is REALLY new to this, we're starting her off with baby steps.

Step 1: Brand yourself
This is a huge step all on its own. Decide on a profile picture that is professional and easily recognized by your peers. Decide on a writing style and stick with it. Decide what types of conversations you want to have. Decide on where to draw the line (or if you even want to) between personal and professional.

Step 2: Decide on an outlet
Now, I say this because I don't think everyone has to do EVERYTHING. I think you can choose one type of social media, and just start there. I am going to ask Suzy to create a Facebook account. Why Facebook? She can easily create automatic updates for a twitter account, her Linkedin account and even a blog if she wanted to. This way, she updates once, and all the different sites keep her account active. Later, when she gets the hang of things, she can concentrate on different strategy for each outlet, but lets try and keep her from getting overwhelmed.

Step 3: Interact
Suzy has to learn that no matter how cute she looks in her photo (and she will because she is using Victoria Lind Photography) and no matter now many friends she collects on Facebook (and she will because everyone loves Suzy) her accounts are worth nothing unless she uses them. You must read other peoples posts, you must send people material you find interesting, you must stay connected. Be sure to tell your manager how you found a journalist through a group on Linkedin (by the way nice to meet you Paul Desmond) Show your sales team how to find leads on Twitter. Easily keep relationships across the nation with all types of Journalists (hope all is well Kristin Burnham).

Step 4: Read, Read, and Re-Read
My marketing coordinator asked me the other day "do you think Facebook will always be this popular?". Nope, I don't. I have no doubt that something (one day) will replace it. And whatever that is, I'll be one of the first to join it because I'll have already read someone's blog about it and saw the numerous amounts of tweets and youtube coverage about it!

Well Suzy, I really hope this helps. When you've completed steps 1 and 2, I'll come help you with the rest...

See other stories of "How to get started in Social Media" here. (from people who are much more qualified than I am. But not as good looking)

http://www.technotheory.com/how-to-use-social-media-guide/
http://www.socialmediaexaminer.com/getting-started/
http://www.inc.com/ss/get-started-social-media

Branding Yourself on Social Sites

@atosRachel

facebook

Every designer knows you can't use twenty different fonts on the same layout, you can't mix different photography styles in the same periodical, and you certainly must use a common color pallet for your brand. These rules also apply to social media. My team worked to keep a consistant look for the Atos Origin Facebook pages, the Atos Origin twitter, the Atos Origin Linkedin groups, and will continue to do so as new social media outlets become available. It's important to keep current, and keep your brand in the forefront. See Chris Brogan's Blog on branding with Social Media

Linkedin

blogger

This got me thinking... how can I link my personal social media accounts all linked? I'm not a company, I'm not a brand. The lines of my personal facebook account are quickly being blurred into my professional life. I want to keep the "personal touch" on my facebook account, yet still keep the same "rachel" brand on my other sites. I don't want to appear to be simply self-preserving... (but aren't us bloggers all kind of ego surfers?)

I took my first step in doing this today! In true ego-surfer fashion, I hired Victoria Lind Photography to take my first ever professional profile pics. While I'm standing in Houston's Uptown Park, trying to keep my hair from flattening, wiping sweat off my face, and pretending that all of this completely normal... I'm thinking (I do this a lot)...Is this normal? Do people really pay this much attention? Will people pay more attention to my tweets if they recognize me? Will branding "Rachel Macik" in turn help to brand my company? Will Atos Origin benefit from a little social pr?

...I guess I'll just have to try this and find out!

Reinventing yourself, Reinventing your company

With Paul Stewart, North America CEO

I've been a part of a technology company now for 3 1/2 years. I am fortunate enough to be able to work with the North America CEO, Paul Stewart, sitting just down the hall from me, and have been able to meet several of the C-levelers from across the pond. In my first year at Atos Origin, (and my first trip to Paris) I met then CEO, Bernard Bourigeaud at a marketing communications meeting. he was very cordial, had no real speech... just stopping by. 

Paris 2007, Just before Beijing Games

I met our newest CEO Thierry Breton when he first took his position in 2009. Naturally I admired his curly locks. I even had to google him to see if I was the first one to mention his fabulous hair (I wasn't). He offered a lot of news regarding the financial side of the company. He had a swift presence that let you know big changes were coming, and the change would be good.

This year, I was able to meet Gilles Grapinet (yes he has nice hair too). Mr. Grapinet attended our Global Marketing meeting in Paris back in April. He spoke after our Sales Director Hervé Payan with a quick speech on how marketing will play a large part in helping change the company in a way I had never thought of before.

His voice was soft, capturing attention of 20 chatty marketeers. He started with the story of evolution for television. He explained how they were easy to sell-all TVs had the same technology, and we all wanted one. Instead of becoming a commodity, and being a simple choice of price, the TV kept reinventing itself. Now, nearing 100 years later, the television is still being reinvented.

Mr. Grapinet says Atos Origin should follow this model. There will always be services that are contingent on price, but us marketeers will be the ones to help promote the newest most advanced solutions to become an "enhanced business function". He used an example of cellphones, and how companies offer them for free, yet we wait in line for hours to spend over $400 on the latest smartphone. So true!
So, what am I getting at? I'm trying to say that (besides being a great speaker), Mr. Grapinet really has a point here. As marketing managers, we don't create the technology, but we must be able to utilize the "best of the best" thought leaders. We must make sure other companies know about our solutions before they even know they need it. It is our job to make sure those innovative thinkers get their time in the spotlight.
It has been 3 months since this meeting. We have implemented thought leadership into our Facebook account, the marketing department has dove into ways of working more strategically with our partners, our CIO/CTO Atos Origin Blog is more popular than ever, more training and a new way of thinking is afoot.

Stay tuned folks, Atos Origin has an entire community of smart folk, and we're not afraid to use it.

Why are we fishy?

I have to admit. I love this Atos Origin logo. Its just cool. But you may be asking, why do we have the FISH? I've done a little digging and here is the history I found behind it...lets take a look inside :)
 
Atos Origin and The Powder Blue Surgeonfish       
Why the fish?
It is our logo. It was chosen when Atos was created. It has become not only a distinctive and recognizable logo but the symbol of our values which in turn differentiate us from our competitors.

Future and nature is already a fusion for me.

 "According to the zoologist, future and nature in no way exclude each other because evolution, the constant development of all living things, is a future-orientated process, but however hard we try it is only understandable by us humans in the past tense." - Dr. Ekkehard Wolff.

If we take a superficial glance at the Atos Origin logo, one could say: "Yes, that is a fish; it is even a very beautiful fish."

Our fish was first scientifically documented in 1832 by a certain Mr Benett, who gave it the lovely sounding name of Acanthurus leucosternon. In English it is simply known as "the surgeon." The genus name, Ancanthurus, tells us that there is a sting on its tail. A weapon of aggression of the highest efficiency, its appearance and effect lends to comparison with a medical scalpel, and has thus given the fish its academic title.

In short, the surgeonfish has come to represent some of the qualities and values of Atos Origin: it is agile, efficient, responsive, bright and convivial. It functions in symbiosis with its environment but it can be competitive and defend itself with a weapon of "highest efficiency".

From a technical point of view, the surgeon is a highly specialized aquatic vehicle, and thus undoubtedly suitable as the logo emblem of a technology firm.

Must be something in the Atos Sphere TM

What's this? Cloud services branding without using an actual cloud? Well done, I say. The newest sevice launched officially as Atos Sphere TM today. As with any good corporately governed marketing group, the guidelines for this baby have been laid out well in advance.

First of all, the name is "Atos Sphere" not to be confused with atosphere, or atomsphere. Our main message to the public is that Atos Sphere allows you to "Shape the Cloud Your Way". This implies that we have several options for our clients, and no there is no standard. Then, we come to the SPHERE. I really like this look. It gives us creative types a chance to use some creative imagery. The sphere represents the cloud becoming "clear". Get it?

So, hip hip horay for the team. I'm glad you didn't use an actual cloud. With so many Cloud offerings out there, its getting harder and harder to be creative!

Help Wanted: Branding Genius for Accenture

So, its no surprise that Accenture has decided to cage the Tiger. I was thinking about this just last week. Everyone was waiting for the sponsors to start dropping off. But to me, that's not the big deal.

I've got my heartstrings being pulled by every in-house marketeer, every branding police, every agency, and especially all the designers hauled in to help the company. Of course the business won't fail because their role model is a flop... but a brand isn't just a picture on your home page. It has to be developed, thought about, argued over, drawn, re-drawn, scrubbed, then done again.

For now, I see several winter sporting photos on their homepage. (I won't even mention the fact that it looks very similar to the Atos Origin branding around the Worldwide IT Sponsorship). The traditional green coloring has been changed to red. I expect (hope) that the troops are rallied and taking their vitamins! It's going to be a long haul for these guys. I feel for the team that has been up for the last week scrubbing the internet for every flash banner, all that airport advertising, those huge billboards, and even the pop-up booths for recruiting. Good luck guys... I can't wait to see the new you.