I wanted to take a minute or two and explain a little more about my goals with the Smarter Markets project. While to some it might seem that I just really like blogging and have too much time on my hands, there is a specific outcome I plan to investigate.
Co-branding. My brand is fairly strong in the blogging world. As are the personal brands of my other team members. “Smarter Markets,” on the other hand, has about zero brand equity. I want to see how long it takes for the team to bolster this new brand with their own equity. After that happens, I want to see how long it will take for the “Smarter Markets” brand to transfer equity to a new team member.
Most of the projects I’m doing as part of Jumping Duck Media are similar – they’re experiments in brand development, maintenance, and design. Then again, isn’t the creation of any new product nothing more than a challenge in marketing?
Is your job still about just completing work, or do you approach each day and assignment as an opportunity to address new challenges?
