I was so impressed with the presentation Marty Neumeier put together for The Brand Gap, that I decided to order his second book, Zag: The Number One Strategy of High-Performance Brands, which deals with the subject of differentiation. This book is a great manual and reference guide on how to discover, design and maintain your brand.

The book explains how to build a brand in 17 steps. Each step is a fundamental question (i.e. Who are you?, What is your vision?, etc.) you need to answer before moving to the next one.

The author gives you a detailed list of assignments that you need to complete in order to answer each of the 17 questions effectively. He also applies the process to a fictional wine bar concept, which makes his dissertation easier to follow.

ZAG is written in a format that Neumeier calls a “whiteboard overview”. What this means is that the book uses plenty of graphics, resembling a well crafted PowerPoint presentation, with the text substituting for the life speaker.

Neumeier is a branding genius, and he writes his books the same way he designs brands: with absolute clarity, focus, and nothing superfluous that may detract from the central message he wants to convey.

I read ZAG in just a couple of days. Once I started I couldn’t put it down. The book has so many valuable quotes and insights that it is a virtual highlighter magnet.  Apparently, the author was well aware of this and conveniently listed the most valuable passages of the book in the last few pages.

ZAG was definitely worth reading, and I’ll be keeping it close by for future reference.

Loading mentions Retweet

In my recent trip to Brazil I took a picture of this shirt, which I think vividly exemplifies a very important attribute of great brands: their ability to generate clear and consistent mental associations as soon as somebody hears their name. 

The words on this shirt are exactly what comes to mind when we hear “Brazil”.  This immediate connection is one of the reasons why Brazil is a strong brand.  Other countries, like Paraguay or Honduras, for example, are weak brands because most people are not able to easily associate any meaning to them.

My country, Peru, is beginning to position itself as a brand.  Whenever I tell people that I am from Peru, the most common reaction is: “Oh, Peruvian fooooood”, it’s the best!!!.”  Peru is slowly but surely becoming known for its fascinating cuisine.  Another strong association is Machu Picchu, and the iconic image that has been seen by millions of people all over the world. 

There are other associations that can be exploited, but they need a little marketing help.  For example: “surfing”.  Peru’s beaches are great for surfing, but that hasn’t yet been communicated as effectively as the country’s reputation for great food.  Another association that can probably work for Peru is “rain forest”.

For brand associations to be effective, they must work together to reinforce one single central theme.  In the case of Brazil, notice how words like “beach”, “soccer”, “samba” and “caipirinha” work nicely together to reinforce the central theme of “pleasurable relaxation”, or “relaxed pleasure” that usually comes to mind when one hears the word “Brazil”.

Companies, products and people are also brands, and they must work on developing strong mental associations in order to differentiate themselves and break through the clutter, which is the biggest obstacle to making it in today’s marketplace. 

What do you want people to think when they hear your name or the name of your product?  Identify a few (five or six) positive and memorable words that go well with you and what you want to project, and work hard to live up to them.  You will then be on your way to building a strong brand.

Loading mentions Retweet

If you drive South from Miami toward Homestead, and then head west on SW 248th Street, you will find The Fairchild Fams, where you can sample a wide variety of locally grown tropical fruit like mangoes, papaya, jackfruit, tamarind and starfruit, among others.  Keep driving on 248th Street and you will also find Knaus Berry Farm, where hundreds of patrons regularly line up to buy their famed baked products.  A different side of Miami that not many people know, only about 45 minutes away...

Loading mentions Retweet

     

Click here to download:

Chasing_the_Latin_Burger_and_T.zip (1722 KB)

Following the latest mobile restaurant trend fueled by social media sites like Twitter, Latin Burger and Taco's black and pink truck moves about Miami, stopping at pre-selected locations for a few hours at a time.  You can find out where the truck is by following @latinburger on Twitter. 

The menu is simple: a burger with spicy mayo, avocado sauce, caramelized onions and Oaxaca cheese, and a trio of tacos: chicken tomatillo, pulled pork and chicken with mole. 

My wife and I met the truck at 27 Ave and US1 today.  My burger was very good, although they forgot to put in the sauce and it could have used more caramelized onions.  My wife's tacos were excellent.  Don't expect fast service, though: the truck's kitchen is small and there is usually a large crowd (it took us 5 minutes to place our order and other 20' to get our food). Bring cash, since they don't take credit cards.

Loading mentions Retweet

Regular flip flops: $2
Havaianas: $20
The difference: the little Brazilian flag and, of course, the brand.

Loading mentions Retweet

Perfect visibility, at 40 degrees centigrade...

           

Click here to download:

Corcovado_and_Cristo_Redentor_.zip (3141 KB)

Loading mentions Retweet

Perfect visibility!

                 

Click here to download:

A_visit_to_Po_de_Acar_tags_tra.zip (4731 KB)

Loading mentions Retweet

                       

Click here to download:

Salvador_Carnaval_2010.zip (6308 KB)

As oppossed to Rio, where Carnaval is an elaborate production that takes place in the "sambodromo", Carnaval in Bahia happens all over the city, with people organized around themes dancing in the streets bringing along musical instruments or sound systems.  The music of choice is not samba but axe, a popular music style that mixes several Afro-Brazilian genres. 

The best place to experience Carnaval in Salvador is in Pelourinho (historic center).  You can be sitting in one of the many whole-in-the-wall's or "botecos" sipping a caipirinha, as different groups of dancers parade by your side.  If you wish, you can stand up and follow them.  The whole experience has a distinct and exciting care-free vibe and the setting (colonial Salvador) gives it a unique flavor.

Loading mentions Retweet

Some views of Salvador de Bahia, including the famous Elevador Lacerda, the Praca de Se, Convento do Carmo, Praia da Boa Viagem, and views of Pelourinho (historic center).

                                   

Click here to download:

Views_from_Salvador_de_Bahia_t.zip (9588 KB)

Loading mentions Retweet