All Posts By

BJ Bueno

Mastering Narrative Devices for Authentic Brand Storytelling

Narrative Device is a strategy to communicate the brand’s story.

Should the brand use a first-person narrative? “We crafted this product for a unique blend of style and functionality.”

Or should the brand adopt a third-person perspective? “When customers get their hands on this product, they immediately notice its unique blend of style and functionality.”

Or perhaps even the second person? “Imagine discovering a product that perfectly blends style with functionality. That’s what you get with this.”

Narrative Device is another way of qualifying the brand’s “voice.” And any marketer worth their salt will tell you that once you nail the Narrative Device, the brand story comes to life almost on its own.

Consider the poetic style of Charles Bukowski.

In many of his poems, Bukowski bares his soul, revealing his authentic self behind the facade of a cynical performance artist. This is the power of a well-chosen narrative device—it allows us to see the soft marshmallow center beneath the hardened exterior.

The lesson for brands is clear: to craft compelling narratives, we need to strip away the “corporate” facade, dig into the brand’s core values, and let our authentic selves shine. This requires recognizing our brand personas and giving them a platform—let them tell our brand stories for us.

For instance, the authentic Bukowski is the guy who woke up before dawn to write. The other Bukowski was a persona—a protective facade. Similarly, brands need to acknowledge their different facets and allow each one to take the stage when it’s their time to shine.

The key to nailing Narrative Device is learning to get out of our way and let the brand’s unique ‘voice’ or ‘voices’ sing. This is how you connect with empowered consumers on a deeper level—by allowing your brand’s true colors to show, even when it feels risky or uncomfortable. Remember, the bluebirds in our brands resonate most powerfully with consumers.

July 10, 2023 by

Want Motivated Teams? Put Down the Carrot and Stick

Are you nurturing your ability to inspire others or leaning on outdated, leader-centric theories that fail to resonate with the modern understanding of human motivation?

A practical approach to motivation is within your reach, rooted in empirical science. It requires a compelling shift in perspective that abandons old methods and adopts strategies that foster growth while achieving results. 

Let’s consider how you can reimagine your motivational leadership in three critical areas: enhancing performance, employee retention, and engagement.

Boost Performance and Outcomes Through Optimal Motivation

Recognize that motivation isn’t one-size-fits-all. Suboptimal motivation can hinder the fulfillment of psychological needs required for your team’s performance. Aligned with meaningful values, optimal motivation serves these needs, leading to sustainable, healthy energy. Research validates that goals are more likely to be achieved.

Improve Retention and Avoid “Quiet Quitting” Through Optimal Motivation

A McKinsey study pinpointed autonomy as the key reason for job shifts. When unhappy at work, your team members desire choice, connection, and competence. If these needs remain unmet, they seek compensation through monetary benefits, leading to the “quiet quitting” phenomenon.

Consider the software company, InnovaSystems. They prioritize optimal motivation, even incorporating a motivation wizard in their software for employees to identify their motivational outlooks. Consequently, their retention rate exceeded the national average by over 25% during the pandemic.

Fuel Employee Engagement with Optimal Motivation

Recognize that understanding the root cause of engagement is vital. Research by Dr. Drea Zigarmi reveals how individuals appraise their workplace, affecting their well-being and behaviors. Positive appraisal leads to heightened attention, while suboptimal motivation can lead to disengagement.

Fulfilling your team’s psychological needs while addressing crucial business issues reaps tangible benefits. As you master motivational leadership, you ensure your team thrives, contributing to achieving the business results for which you’re held accountable.

July 5, 2023 by

How Company Culture Composes a Unique Melody

As marketers, we understand the importance of a solid and unique brand in standing out in a crowded marketplace. But have you ever stopped to consider how your company culture might be the orchestrator of your brand’s memorable melody?

Just as in a symphony, where each note, rest, and crescendo serve a distinct purpose, so do the elements of your company culture in creating your brand’s distinctive resonance. Our values guide our performance, instructing us when to step forward with a bold fortissimo or pull back into a gentle piano. Each member of the company, like each musician in an orchestra, plays their part in this grand composition, contributing to the harmonious ensemble that defines our brand.

This symphony extends beyond the borders of our company. Every time customers choose our product or service, they’re not making a purchase but joining the orchestra. They engage with the music, each note representing a shared value and melody conveying our mission. This level of engagement surpasses transactional interaction, creating a relationship rooted in shared beliefs and experiences.

Creating such a symphony requires a deep understanding of our brand’s core values, not just as written words but as living beliefs that permeate every aspect of our business. It’s about embodying these values in every interaction, every decision, and every product we create. This isn’t simply about marketing our brand to consumers but about engaging them in our performance and inviting them to be a part of the music we’re making.

Notably, a strong company culture promotes harmony not only externally but internally. Just as each instrument in an orchestra contributes to the overall sound, every team member plays a crucial role in our brand’s symphony. A harmonious company culture fosters employee engagement and loyalty, fueling the passion and creativity that drive innovation and growth.

As we continue to navigate the complexities of the modern marketing landscape, let us recognize the power of our company culture in composing our brand’s unique melody. It’s more than just a tune—a symphony of shared values, meaningful connections, and collective purpose. It’s what sets our brand apart and what makes our brand a melody that customers want to play on repeat. 

In the grand orchestration of branding, company culture is the conductor, leading us to a symphony that resounds long after the music ends. Let’s continue to embrace this role of company culture, shaping our brands into symphonies that leave lasting impressions and create deep, emotional connections with our customers. After all, branding is less about selling products and more about composing memorable symphonies that resonate with our audience.

July 4, 2023 by

Here’s Your FREE AI Starter Kit Download!

Thank you for being a valued reader of our blog. As a thank you, here is your AI Starter Kit! We’re excited to have you on board and ready to embark on this AI-powered journey together.

As promised, here is the link to download your FREE AI Starter Kit: [Download AI Starter Kit]

Thank you again for choosing to explore the exciting possibilities of AI with us. We can’t wait to see its positive impact on your business!

Best regards,

BJ Bueno & Ozzie Coto

June 29, 2023 by and

Transforming Creativity in Advertising: Three Exciting Ways AI is Making an Impact

Have you ever wondered how AI is influencing creativity in advertising? Here are three exciting ways creative leads are using AI in their work.

Interactive ads: AI enables interactive ads that engage consumers in new ways. One example? Using Google’s speech-to-text API to let people interact with a Google Nest product ad by using their voice!

Envisioning results: AI is being used to generate ideas and visual prompts for ‘wild-card ideas.’ This can challenge teams to push their thinking and develop something new and original. 

Guiding strategy and production at scale: AI tools are being used to improve the quality and performance of creative assets and help teams understand which creative choices resonate most with their audiences.

The key takeaway? 

AI is becoming an essential tool for creatives, offering opportunities to innovate and push boundaries like never before. 🚀

P.S.: For those ready to venture into the transformative world of AI, be sure to visit our AI Consulting & Training. Let us be your guides on this exhilarating journey, and together we’ll unlock new possibilities for your business. Don’t wait – the future of AI is here.

June 28, 2023 by and

Watch The Keynote – The AI and I: Navigating the AI Revolution

This keynote presentation features insights and expertise demystifying the complex world of Artificial Intelligence, making it accessible and understandable to a broad range of audiences. Coto and Bueno traverse the vast AI landscape, offering an insightful exploration of the subject. They distill complicated AI paradigms into digestible content, illuminating how AI reshapes various facets of industries, economies, and societies. Whether you’re a seasoned executive, an aspiring entrepreneur, or an interested bystander, this video will equip you with the knowledge needed to understand and thrive in the fast-evolving AI-powered world.

June 27, 2023 by and

The Cult Branding Introduction to AI

What is this thing? What am I going to do with it, possibly?

My Uncle Ozzie lived in the heart of Miami Lakes, nestled among the palm trees and the suburban rhythm. A man twenty years my senior and an intrepid explorer in technology. His workspace, mirroring the new exactness of a server room, was my introduction to a world teeming with technological wonders. 

Settled in this air-conditioned haven, Ozzie and I escaped the Florida heat, losing ourselves in the dance of synthesizers and the tempo of MIDI Music, usually entire orchestras playing Bach. Under the soothing hum of the machines, it was there that I, a wide-eyed 5-year-old, first grasped the infinite possibilities of programming.

More than just a skilled practitioner, Ozzie was a true pioneer in the ever-evolving technological landscape. At the time, his crowning achievement was a custom-built attendance control system for a local business, Entenmann’s Bakery. This intricate task transcended the realms of coding, demanding a delicate balancing act of diplomacy with union leaders and management to forge a universally accepted solution.

Under the phosphorus lights of PC monitors, Ozzie introduced me to the precipice of a technological revolution. He showed me that lines of code were more than just cryptic text; they were the seeds from which the sprawling tree of artificial intelligence would grow. What was once a concept confined to the pages of science fiction was rapidly transforming our shared reality.

As a 43-year-old man, I stand at the crossroads of Ozzie’s pioneering past and our collective present. My interactions with the advanced AI, GPT-4, reflect my journey. These dialogues, made possible by the leaps and bounds in machine learning and natural language processing, push the envelope of what we perceive as human and artificial.

The torch of innovation passed down from Ozzie in that calm, controlled oasis amidst the Miami heat now lights the path to a future brimming with uncharted potential. My journey, which started with the melodic notes of synthesizers and MIDI connections, has evolved into a symphony of ground-breaking algorithms and AI-driven marvels.

Each interaction with AI takes me back to Ozzie’s immaculate technology room in Miami Lakes, rekindling the memories of those first notes that sparked a lifetime symphony of innovation. On the cusp of an exciting future, I glance back at our shared history with awe and look forward with the same anticipation I felt when I first saw a synthesizer spring to life. The past’s rhythm and the future’s melody blend in this beautiful symphony of technological advancement.

And today, Artificial Intelligence (AI) is increasingly becoming a critical element in the business landscape. With the power to transform operations, increase efficiency, and enable better decision-making, AI is becoming an indispensable tool for executives. This chapter aims to comprehensively understand AI, its history, and its current capabilities and limitations. 

Artificial Intelligence is not a monolithic field but rather an interdisciplinary mosaic shaped by contributions from various disciplines. AI’s intricate tapestry weaves strands from computer science, mathematics, cognitive psychology, philosophy, neuroscience, linguistics, and even art and design. Each of these fields brings a unique perspective to the understanding and development of AI.

Computer Science, the backbone of AI, has contributed the fundamental building blocks of this technology. Algorithms, data structures, and programming languages are the tools with which AI systems are built. Concepts such as recursion, abstraction, and logic, all integral parts of computer science, play pivotal roles in formulating and implementing AI systems.

Mathematics, particularly statistics and probability theory, is another significant contributor. Machine learning algorithms are rooted in statistical theory, using principles of probability and inference to make predictions and decisions. Linear algebra and calculus provide the foundational language for most AI, from simple regression analysis to the backpropagation algorithms used in training deep neural networks.

Cognitive Psychology and Neuroscience bring insights into how the human brain works, serving as an inspiration for designing intelligent machines. Cognitive psychology, which explores how humans learn, perceive, and solve problems, has influenced the development of cognitive architectures in AI, which aim to mimic human cognitive processes. Neuroscience, focusing on the brain’s physical structure and functionality, has inspired models such as artificial neural networks mirroring the brain’s network of neurons.

Philosophy is critical in addressing fundamental questions in AI, such as what it means for a machine to be intelligent, conscious, or ethical. These questions guide AI’s development and its integration into society. Moreover, logic, a branch of philosophy, is the cornerstone of classical AI approaches and continues to be a critical component of AI systems, particularly those involved in decision-making processes.

Linguistics has significantly influenced the development of natural language processing (NLP), a branch of AI that focuses on the interaction between computers and human languages. Understanding syntax, semantics, and context, all linguistic aspects, is crucial for machines to effectively comprehend and generate human language.

Fields like Art and Design have critically contributed to AI interfaces and experiences. For instance, designing AI assistants requires technical prowess and a deep understanding of human interaction, aesthetics, and usability.

Moreover, the interplay between AI and various application fields has given rise to specialized subfields. For example, Bioinformatics combines AI with biological data to make discoveries about human health. In Finance, AI is used for risk assessment, fraud detection, and algorithmic trading. Similarly, in areas like Climate Science and Astronomy, AI aids in modeling complex systems and analyzing vast amounts of data.

Finally, it’s worth mentioning that the development and implementation of AI also depend on non-technical fields. Ethicists, sociologists, and policymakers help address the ethical, social, and legal challenges AI poses. Economists and business experts guide the integration of AI into the economy and its commercialization.

The development of AI has been a remarkable interdisciplinary journey. 

The strength of AI lies in this diverse collaboration, with each field enriching our understanding of intelligence and contributing to the development of more robust, functional, and ethical AI systems. As we continue to advance in AI, this collaborative spirit will guide the direction and shape the impact of AI on our world.

P.S.
The above excerpt is from The AI and I: A Comprehensive Guide to Navigating the AI Revolution for Founders and Executives Alike.

June 26, 2023 by

10 Things That Can Throw Your Leadership Off Track

Cult brand leaders, you’re all about building lasting bonds with your customers and employees. Yet, there might be some roadblocks on your path:

1. Evasion: Dodging tricky tasks, situations, or conflicts.

2. Burnout: Feeling drained or exhausted, often due to neglecting self-care.

3. Bottleneck: Trying to make all decisions or shouldering too much work yourself, causing hold-ups.

4. Under-delegation: Not sharing tasks with your team enough, leading to lowered morale.

5. Feedback: Falling short in giving or seeking regular and constructive feedback.

6. Insecurity: Feeling uncertain about your leadership skills or qualifications; lack of assertiveness.

7. Perfectionism: Holding yourself or your team to unrealistic standards; insisting on flawlessness.

8. Procrastination: Delaying tasks until the last possible moment.

9. Shortsightedness: Neglecting to plan for the future and making significant decisions without long-term consideration.

10. Workaholism: Struggling to switch off from work, obsessively mulling over work-related thoughts.

These are some of the common derailers, but the list isn’t exhaustive. Be mindful of these as you strive to build and nurture those vital connections with your best customers.

June 21, 2023 by

Brand DNA

In the complex realm of brand strategy and marketing, the concept of ‘Brand DNA’ is emerging as a transformative tool. Just as a human being’s DNA provides the blueprint for their physical characteristics, behaviors, and susceptibility to certain conditions, a brand’s DNA encapsulates its unique identity and the impact it has on customers. 

But why ‘DNA’, you might ask? 

It’s because it’s all about leveraging humanistic tools to measure a brand and its effectiveness in connecting with customers. Understanding a brand’s DNA requires a deep dive into four pivotal areas: Maslow’s hierarchy of human needs, the brand’s archetypal role, the narratives associated with the brand across different cultures, and the emotions the brand frequently evokes in its customers. 

Maslow’s Human Needs: 

Every brand, at its core, aims to meet certain needs of its customers. Referencing Maslow’s hierarchy of human needs provides a framework for understanding and categorizing these needs (McLeod, 2020). From physiological needs (basic needs like food and shelter) to self-actualization needs (achieving one’s potential), brands have the power to cater to various stages of this hierarchy. For instance, a food brand might satisfy the physiological need, while a personal development program might address the need for self-actualization.

Archetypal Roles:

Building on the work of Swiss psychiatrist Carl Jung, our approach looks at the role of archetypes in branding (Mark & Pearson, 2001). An archetype represents universal patterns of behaviors that people can instantly recognize and connect with. By identifying the archetype that a brand embodies, whether it’s the ‘Hero’, the ‘Explorer’, the ‘Creator’, or any of the other recognized archetypes, we can understand its position and role in the consumer’s life.

Cultural Narratives:

Every brand comes with its own narrative, a story that it tells in different cultures. Some brands are seen as symbols of freedom and ambition in one culture, while others represent tradition and heritage in another. These narratives significantly influence consumer perception and are crucial components of the brand’s DNA (Holt, 2004).

Emotional Resonance:

Finally, we must understand the emotional resonance of a brand. Brands often generate specific emotions in their customers, ranging from joy and trust to anticipation and surprise. These emotional responses can be seen as part of the brand’s DNA and have a substantial impact on customer loyalty and satisfaction (Thomson, MacInnis, & Park, 2005).

This exploration into a brand’s DNA is a potent tool, providing insights into the unique ‘humanness’ of your brand. By understanding and harnessing your brand’s unique DNA, you can create more authentic connections with your customers, increasing brand loyalty and driving long-term success. Brand DNA is part of our Brand Playbook research product suite, a customized tool kit for Top performing CEO and their C-Level Teams. We blend psychology, sociology, and business strategy that underlies the Brand DNA approach offering a powerful way forward in the ever-evolving landscape of branding.

June 20, 2023 by

Why Obsessing Over Your Best Customers is a Winning Strategy

Creating a cult brand is no easy feat. It requires a laser focus on your most dedicated customers – the brand lovers who appreciate more than just your product’s price tag. These customers are your most valuable asset and key to your brand’s longevity and profitability. Here’s why.

Research shows that attracting new customers can be five times more expensive than retaining existing ones. Yet, a loyal customer can be worth up to 10 times as much as their first purchase. This ‘customer lifetime value’ is a crucial metric that many businesses tend to overlook. Instead, they focus on short-term transactional customers who might be attracted by price but need long-term loyalty.

But why are brand lovers so crucial for cult brands?

Increased Profitability

    A study by Bain & Company found that increasing customer retention rates by just 5% can increase profits by up to 95%. This is because your brand lovers are more likely to buy from you again, spend more on each purchase, and require less marketing investment to convince them to purchase.

Free Marketing

    Brand lovers not only buy more, but they also promote more. According to the Word of Mouth Marketing Association, 92% of consumers believe recommendations from friends and family over all forms of advertising. Therefore, your brand lovers are your most effective and trustworthy promoters.

Resilience to Price Changes

    Brand lovers value your brand for more than just its price. They’re less sensitive to price changes and more likely to stay loyal even when cheaper alternatives are available. This resilience provides your business with a reliable revenue stream, even in challenging market conditions.

Valuable Feedback

    Your best customers are also your best critics. They’re more likely to provide valuable feedback, helping you improve your products, services, and overall customer experience. Their input can drive innovation and stay ahead of market trends.

Cult brands obsess over their brand lovers because these customers are the lifeblood of their business. They bring in more revenue, promote the brand, remain loyal, and provide valuable feedback. By focusing on these invaluable customers, brands can foster a community of brand lovers and build a solid foundation for long-term success.

June 14, 2023 by