My ‘So Moment’ and How It’s Affecting My Personal Brand

by Gregg on June 8, 2013

doodle-918-soEver notice these days how people are using the word “so” to start off a sentence? Doesn’t matter if I’m in a meeting, talking with friends, or even walking down the streets of my city (Chicago). “So, what we’re faced right now is…” or “So, to tell you the truth…” I call them “So Moments” and I’ve got one for you this morning.

So … as you may know, I’ve got a new job, and it’s been a LOT of fun so far – energized, excited clients in industries I’m really interested in: Housing, solar/electrical, welding, corporate wellness and water. Plus, it also really helps that I’ve got a good group of people to work with – talented, smart, energetic people with good ideas who appreciate my efforts. And that’s really refreshing, considering recent events.

So suffice to say, I’m having a blast professionally, but at the same time, I’ve got some important things going on in my personal life that demand attention as well. All good stuff, mind you, but still, things that have to be attended to.

So I’m stressing a little bit, because I’ve been writing this blog for almost three years, and it’s been a huge learning piece for me. As I said in my very first post, the point of Brand Empire (which became Branding Bricks) was to not only impart brand-related insight, but also to learn by diving into issues and studying them, and gathering from you.

So why am I stressing? I want to make sure I’m producing quality content for Branding Bricks, but I’m at a point in my life where demands on my time are challenging that. In other words, I’ve been going gangbusters with work and home stuff that there doesn’t seem to be enough time in a week to put the time into my posts here to provide insights that will be valuable to you.

So my solution is this: For a couple of years, I religiously posted every week, then a couple of months back I went to every other week. I am still going to continue to write my posts, but it’s going to have to be based on my time availability. It might be every few weeks, or it might be every other month – I just don’t know, but here’s what I will commit to: Providing the most cogent, insightful posts that I hope you’ve been used to.

So to me, there’s no doubt that there’s plenty to write about. Take comments like this from Abercrombie & Fitch CEO Michael Jeffries: “In every school there are the cool and popular kids, and then there are the not-so-cool kids,” he says. “Candidly, we go after the cool kids. We go after the attractive all-American kid with a great attitude and a lot of friends. A lot of people don’t belong [in our clothes], and they can’t belong. Are we exclusionary? Absolutely.”

So some friends of mine, like @JulesZunichPR, have major issues with Jeffries and how he portrays the A&F brand. I agree he needs major PR help, but at the core of what he’s saying is his brand is hyper-targeted to a certain demographic. Now, you can argue whether that approach, and how Jeffries portrays it, is “right” or not, and maybe you can question A&F’s values, but you know what? We’re discussing it now.

So that’s it – I’m going to keep writing about brands because I love it. But I also love what I do and the people I work with, along with my wife and friends. To me, this is a decision that has to be made to be consistent with my personal brand.

So what do you think? Let me know below. (And thanks for indulging me on my little joke – look at the first word of each paragraph. :-) )

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