Celebrating our 20th Anniversary!

Today is the 20 year anniversary of Felder Communications Group. What a ride it has been.

Many thanks to; all the talented people that have worked here. To all the clients that put their brands and their trust in our hands. To my wife, daughter and son for standing with me. And for the grace of God that has carried us through difficult times and allowed us enough success to keep it fun.

I remember the pride I felt twenty years ago when I walked into the office and saw my name on the door. Little did I understand that day about the responsibility that comes with that privilege. And I’m still learning.

Today I’ll walk into a different office than I did 20 years ago. It’s smaller, but it feels just right. My company name is still on the wall, but it’s shorter. It just says “Felder” and I still like seeing it there. My pride has also been reshaped and I hope it looks a lot more like gratitude today than it did then.

Well, it’s time to get to work. Fortunately for me, after all these years, that’s still a very good thing.


So you want to grow your business…

Easy…there are only three ways with an established product. You’ll read them and say “I knew that.” But most of us don’t consciously identify the specific way or ways we want to grow our business. Increase Share – you could grow your business by taking business away from your competitors. This is the most emotionally satisfying because it involves consumers demonstrating they like you more, but requires a specific plan to be successful. Instead, you might encourage new uses – like Arm & Hammer finding a hundred new ways to use baking soda to increase consumption among users, or S.O.S steel wool soap pads encouraging gear heads to use pads to clean their wheels. Finally, some brands grow their business by encouraging increased frequency – generally a little tricky because people naturally find their level of use that satisfies them, but changing the brand proposition makes it possible; e.g. it may taste like oatmeal, but now it’s good for your heart, everyday.

Marketer…do you know your problem?

The fastest way to solve a marketing problem is to correctly diagnose the source of the problem first. The world of marketing headaches is divided into three areas: product, brand and communications tools. If the physical product is the source of the problem, stop everything else and fix it. The last thing you want to do is more effectively market a disappointment. Sometimes the problem is at the brand level. For example, an old brand that can’t shed its past, and doesn’t make the right connection with the consumer; like now defunct Oldsmobile, which, it turns out, WAS your father’s Oldsmobile. And finally, problems can occur when the communications tools are missing the target, missing the right story, missing the right media channels, or simply spending too little to achieve influence.

Positioning is not the same as position.

Positioning has traditionally been described as the space your brand occupies in the consumer’s mind. Are you positioned as the “premium” brand? Or “value brand.” Or something else? Classic marketers considered only a few positionings as viable because the consumer was unwilling to sort out our mess. But shift forward. Your brand can hold any one of a number of positions. A position is not a positioning. It’s a point of view, a deep conviction, a value or passion that your brand shares with the customer. In many categories, particularly where the actual products are indistinguishable, consumers are lining up with brands that line up with them.