by Honey Parker and Blaine Parker
This book is the antidote to everything that is wrong with the plethora of marketing books....The thing that kept pulling me back was their very direct confrontation of the status quo…They challenge your fear and ego and you won’t like it one bit. ~~ from the Foreword by Dave Lakhani, Author of Persuasion: The Art of Getting What You Want & How To Sell When Nobody’s Buying (and how to sell even more when they are)
“Do it right, it can make you giddy, make you scared, even make you cry,” says Honey Parker, co-author (with husband Blaine Parker) of Billion-Dollar Branding: Brand your Small Business Like A Big Business And Make Great Things Happen. When the brand is right, you’ll feel the emotional click.
“People buy emotionally,” according to Blaine, “then justify the decision intellectually.” Leading with bullet points and price points is cold. Give them a juicy emotional center for your brand and you’re on your way to successfully branding your business. The key part of the process is understanding that brand is the one way you want people to feel about your business.
Billion-Dollar Branding trashes what the Parkers call The Big Lie: branding is not for small business. The simple truth is any small business owner who understands brand can make his business more potent, more profitable, and more fun to operate. Honey has worked at almost every big ad agency you can name. Blaine has created advertising for hundreds of small businesses you’ve never heard of. Together, they explain brand in easy to understand terms, using big national brands as examples, and some of their own small business clients as case studies. They offer usable advice with humor. The subtitle says it all: brand your small business like a big business and make great things happen.
SEE RELATED STORIES FROM THE WDM CONTENT NETWORK:
“Brand is the single most misunderstood concept in marketing,” emphasizes Blaine, “We explain it in clear and simple terms, and all kinds of business people—from Fortune 50 CEOs to internet marketers—tell us they’re bowled over.” In Billion-Dollar Branding, the Parkers show you how to work toward, and achieve, the all too elusive brand as they share:
- What exactly is a brand?
- Why brand scares the heck out of people
- The power of story in your brand
- Why branding doesn’t require big size, big money or even any advertising
- The ‘Brand, Rinse, Repeat’ philosophy
- Brand is about hard work, fear and loathing
“Brand is not about spending money. Brand is a way of thinking about your business,” explains Honey. “It’s about building relationships. You don’t make friends by using bullet points and price points. You do it by making people like you and care about you. Build the right brand, and you can rule the world.”
Honey Parker and Blaine Parker operate Slow Burn Marketing from the Mountaintop Marketing Fortress overlooking Park City, UT where they help clients from around the world. Honey’s extensive agency client list has included Honda, Lexus, Parker Bros, NBC, UNICEF and DIRECTV. Blaine is a self-proclaimed ad geek. He’s spent the better part of the past 20 years bringing Big Advertising thinking to small business marketing. His most notable position is his 11 years as a Creative Director at the Salem Communications flagship radio group in Los Angeles. He is also a nationally recognized voiceover performer and can be heard from coast to coast on radio and TV. His clients have ranged from AAA to State Farm. Both Honey and Blaine have worked as stand up comedians, and have been invited to speak about branding from Los Angeles to Singapore.
Giving efficiency the full throttle at NASCAR
The NASCAR organization has long been synonymous with speed, agility and innovation. And so by extension, partnerships at NASCAR hold a similar reputation. One such partner for the organization has been CDW – a leading multi-brand provider of information technology solutions to businesses, government, education and healthcare customers in the United States, the United Kingdom and Canada. CDW provides a broad array of products and services ranging from hardware and software to integrated IT solutions such as security cloud hybrid infrastructure and digital experience. Customer need is the driving force at CDW, and the company helps clients by delivering integrated services solutions that maximize their technology investment. So how does CDW help their customers achieve their business goals? Troy Okerberg, Field Sales Manager - North Florida at CDW adds “We strive to provide our customers with full stack expertise, helping them design, orchestrate and manage technologies that drive their business outcomes.”
NASCAR acquired International Speedway Corporation (ISC) in 2019, merging its operations into one, new company moving forward. The merger represents an important step forward for NASCAR as the sport creates a unified vision to embrace its long history of exciting, family-oriented racing experiences while developing strategic growth initiatives that will drive the passion of core fans and attract the next generation of race fans. CDW has been instrumental in bringing the two technology environments together to enable collaboration and efficiency as one organization. Starting with a comprehensive analysis of all of NASCAR’s vendors, CDW created a uniform data platform for the data center environment across the NASCAR-ISC organization. The IT partner has also successfully merged the two native infrastructure systems together, while analyzing, consulting and providing an opportunity to merge Microsoft software licenses as well.
2020 turned into a tactical year for both organizations with the onset of the pandemic and CDW has had to react quickly to the changing scenario. Most of the initial change included building efficiencies around logistics, like equipment needing to be delivered into the hands of end users who switched to a virtual working environment almost overnight. CDW’s distribution team worked tirelessly to ensure that all customers could still access the products that they were purchasing and needed for their organizations throughout the COVID timeframe. Okerberg adds that today, CDW continues to optimize their offering by hyper-localizing resources as well as providing need-based support based on the size and complexity of their accounts. Although CDW still operates remotely, the company commits to adapting to the changing needs of their clients, NASCAR in particular. Apart from the challenges that COVID-19 brought to the organization, another task that CDW had been handed was to identify gaps and duplicates in vendor agreements that the two former single-entity organizations had in place and align them based on services offered. CDW further helps identify and provide the best solution from a consolidation standpoint of both hardware and software clients so that the new merged organization is equipped with the best of what the industry has to offer.