Behind every activated brand are great activators–those men and women who are creating and driving the strategy and execution of programs that propel the brand upward. It's not about the processes or platforms, the methodologies, or the metrics. It’s about the person.

1. By Ted Kohnen, Vice President, Integrated Marketing, Stein + Partners Brand Activation
Personal Activation, 'In The Moment'
“When we are mindful, deeply in touch with the present moment, our understanding of
what is going on deepens.” ―ThichNhatHanh, Taming the Tiger Within
This week, I’m taking a break. I’m not going to discuss how to deploy the optimal lead-
nurturing campaign, or how analytics are the foundation of intelligent marketing, or even
how the orchestration of paid, earned, and owned media delivers nirvana. This week’s
post is not about the processes or platforms, the methodologies, or the metrics. It’s about
the person.
Behind every activated brand are great activators–those men and women who are creating
and driving the strategy and execution of programs that propel the brand upward.
Activators like Tony Hsieh (Zappos), Larry Page/Sergey Brin (Google), Sam
Palmisano/Virgina Rometty (IBM), and others. We all know these larger-than-life names,
but it’s important to note that you don’t have to be a Fortune 500 CEO/founder of a pop-
icon brand to be an activator.
Recently, our agency, Stein + Partners Brand Activation (SPBA), held its annual off-site
meeting in NYC. Unlike many other off-sites I’ve been involved with on the agency and
client-side, this did not kick off with some 10-point strategy or "need-to-paradigm-shift"
rhetoric (though those who know me know I use this phrase to death). Tom Stein,
SPBA’s president and chief creative officer, led off with an idea so simple it gets “lost in
the noise” of everyday deliverables and stress, but is so powerful that without it, you
cannot activate your brand: being in the moment.
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2. Our off-site was filled with great learning and insights, but all weekend I kept finding
myself pulled back to this key concept. It dawned on me that this was a subliminal theme
running through all the great business books and biographies (Good to Great, Great by
Choice, etc.). The company founders and executives described in those books were, first
and foremost, “in the moment” when it came to building and running their companies.
They were locked in on current challenges in a way that enabled them to clearly see
future opportunities. This approach permeated their organizations, inspiring and driving
individuals past the point of “good enough” to superior.
When “in the moment,” you think more clearly. You can see beyond simple, short-term
tactics that address the needs of the market now and envision what needs to be done long-
term–first to market with new products, stave off new competitors, breakout marketing
that creates an experience and a lasting impression (think Tony Hsieh and Zappos, and
turning an offline activity, shoe shopping, into an online experience).
Being in the moment applies to every situation, every day. How many of you multitask
during the day? Do you check your smartphone email while listening to others speak?
Are you working on two presentations at the same time? I know it’s hard to break the
habit, but you must. Doing so holds back your personal activation; it prevents you from
thinking deeply and seeing clearly. Be in and stay in the moment.
Read more: http://www.cmo.com/leadership/personal-activation-
moment#ixzz27VsROBsd
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