Branding in the age of seven trikillion impressions a day


Do you love your job? I love mine, and I’ve found that not a lot of people make that claim. Typically those that do, don’t say it haphazardly. As a round-up-to-one hundred, empty nester, I’m quickly approaching the retirement phase of life, and I can’t quite envision myself there, because, as previously mentioned, I truly do love my job. I can’t imagine “shelving it” just at that time when I’m feeling I’m at the zenith of my personal, and professional productivity and creativity.

And, to further exacerbate the situation, the major problem I face as the marketing team lead for Ergotron ( the title is VP – do titles matter?- that’s another whole blog) is that almost every time I watch t.v. or a movie, or peruse a magazine or newspaper, I see or come in contact with someone or some situation that could be improved through our human centered designed products. Sunday Morning on CBS is on right now. In a recent episode, they showed some researcher who had dual monitors on his desk, but they’re not positioned correctly; he leans forward to see the screen, hunched and crunched. It makes me wince – actually, it makes me crazy. Here someone was showcased getting national attention for their work on a life-saving research project, and the showcased work behavior is counterproductive to his own health and wellness. Which means there’s more work for us to be done, which means we’re really only getting started. Retirement around the corner? Not so fast. . .

HHH with Jane Rodmyre 0372When I was in high school, I went on a student government trip to Washington, D.C. We met Hubert Humphrey, who, at that time, had been Mayor of Minneapolis, Senator from Minnesota, and Vice-President of the United States. He spent over an hour with us, a motley crew of 14 students and two teachers from West St. Paul. predicting the impact television would have in our lives. The premise was that if a picture was worth a thousand words, how much more powerful, for the good, could a minute of television be. . .if the television content was developed correctly. This was the Vietnam era. The time when a picture captured a naked little girl, running away from a napalm bomb blast. It was a powerful image. And a haunting picture. She was nine. I was sixteen. His words, like that picture, have stuck with me ever since.

HHH with SCHS Students, 0372

My boss frequently reminds me we can’t market like “Coke.” We’re not building a power brand. Ergotron’s go to market model is predominantly B2B. Even though we have many “consumer” products, we use the digital intersection of Mac, and PC computer and display market makers, to get our products into both commercial and consumer users’ hands. We’ve recently started working with a physical comedian here in Minneapolis, David Harris, to put a face to our company as “Tester Guy“. Tester Guy’s persona fits our company to a “t”. We are incredibly serious about the products we develop. We have safety tests, quality tests, environmental tests, tip tests, push, pull, prod and nudge tests at Ergotron, before we release a product to the world. Tester Guy puts a little light hearted fun into our own testing process, and then the functionality of the product takes him off into a fantasy world – a world that actually creates a touch point for the fun we have, doing what we do, trying to make the world a better place, at Ergotron.

While we haven’t gotten as many “eyeballs” on our video as we like, yet, we’re just launching the Dare2Dual program behind it on August 1st. I’ll let you know if its a successful attempt to build our brand. I hope Hubert was right. And that this 1 minute 40 seconds really tells a story, for good.

0 thoughts on “Branding in the age of seven trikillion impressions a day

  1. Pingback: A Simple Secret to Blogging (and life) |

  2. Karina

    I am currently a college student. I would love to ask you some questions on how you got successful in the marketing field and its rewards as well as the negatives. Please e-mail me. Thank you very much.

  3. Katie Smith

    “Do you love your job? I love mine, and I’ve found that not a lot of people make that claim.”

    I think most people do not love their job as much as you do. Reason why they are staying is because they needed the salary for their family. It’s common nowadays to think of practical ways to cope with the way of living and losing a job is not in the list of being practical. So even if they do not love their job, they still stick to it to live.

    Katie Smith
    My Blog: iContact Coupon Codes 

  4. Taylor Timms

    I think it tells a very good story, on we should move on forward to better ways to project and invision our television sets. Your products seem to have pesonality. Great job on hiring a comedian as tester guy. It can attract more people who like to laugh and have fun. always have quality looks on life, I say.

  5. Pamela Kohlberg

    This post is very inspiring because not all people love their job. One big reason is that some would prefer financial stability rather than career and personal growth. People who are happy with their jobs are those who follow the latter path. After all, money can’t buy everything and money can’t buy happiness and fulfillment.

    Pamela’s Last Post: Genuine Gift

  6. Anne Cole

    I agree with you Charice. You will only enjoy your job even if it’s very difficult and time consumer only when you love to work with it. But if your forced to work for the sake of your income or for survival purposes, then you will surely not enjoy it. That’s why many workers are stressed in their work.

    Anne’s blog: Anne Cole Swimsuits

  7. Lea Myers

    ” I love mine, and I’ve found that not a lot of people make that claim.”

    I guess I do not love my job as much as you guys do. I think there are reasons why I am still keeping my job. The most important is that I cant afford to lose a job right now. And I think this is affecting the quality of work that I am doing since I do not love my job anymore. I am trying to find more reason to love it than to hate it.

    Lea Myers
    My last blog post: Alfani Shoes for women

    1. Jane Payfer

      Certainly understand the need to keep your job, even when you don’t love it, in tough economic conditions like we have these days. My second “boss” used to say, “If you look in the mirror while you’re getting ready in the morning, and you ask yourself if you’re having fun, and the answer is no, it’s time to start looking for the job where the answer will be yes.” I think this is the right approach. You may start feeling better, reclaiming some power over your personal situation, if you expend the energy to see what else is out there.

  8. Brad Eldon

    There are many ways to enjoy your job. Sometimes it’s on the person’s approach towards his job. When I started my job as an office assistant in municipal hall, I told my self this is the worst job I have experienced. Everytime I think of this problem, it becomes worse. What I did is to do something which will make me enjoy during the work ours. Just like talking with other workers and offering some jokes. Because of that, I even forgot how hard I suffered in that job. I remember how this job gave me a better life. I was very thankful for the loans I made. I have just read some topics about this.


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