Today it is a branding conversation.

Join me, if you will for a quick look at the brand accountability, social media savvy, it’s how you protect, manage and strategically position your brand case study for the history books…

The Lesson of a Tattered Pink Ribbon

(or ten things we learned the day The Susan G. Komen Foundation died):

• Social Media renders all entities transparent – thus accountability is key
• Social Media has permanently shifted, altered and sped-up the way in which we receive, share and interpret information
• This one fact defines how brands act, react and respond
• Brands are accountable to ALL – no exceptions
• All populations are a brands’ potential ally or foe – no exceptions
• Brands must act with speed, candor and care – no exceptions
• Brands must remain in a proactive, strategic stance not in a lesser reactionary mode —Planned Parenthood was brilliant in how they turned a significant funding loss into a giant brand, funding and positioning gain
• Komen failed the exercise across the board
• Pink is dead, Komen is over and their partners are stuck with the residual mess
• The focus on real corporate responsibility (including all forms of organizations – non-profits included) is just beginning – pay attention…

I am often citing case studies of powerful brands that can’t market their way out of a bag. Today, I will go quite literal with a tale of bags, fees and brands gone bad (at least badly off message).

Let’s begin this tale with a disclaimer… I know little about the Montgomery Maryland county ordinance that now requires retailers to charge $.05 per bag given to a customer at the time of transaction (by request). However, I am both green (enough) and a passionate protector of brands. With that as a starting point…

I do know this –

Montgomery Country Maryland (interesting side note, I grew up in Montgomery Country ,Pennsylvania) is home to hamlet of Bethesda – a near perfect demographic storm. The town is rife with suburbanites who fancy themselves urban. Young, hip, fit, moneyed and trend forward (enough). There are many generations – grandparents, new parents, babies, teens  all looking to stay in the mix…The psychographics alone are compelling and would drive many a flagship to Bethesda Avenue to claim their piece of the dream.

And so they come to make it so – shiny flagships, concepts or pop-ups – they come…

They come to bring their brand to their target market – forget the bottom line (for the moment) –this is a brand building exercise and opportunity as much as a profit building one.

If I could I would spend hours talking to Street Sense’s CEO (and very smart guy) Marc Ratner about this one – he is really the guru of the topic. I am just passing by – but I am still , as a brand savant, a bit lost.

Riddle me this – why would J. McLaughlin,  The North Face, Le Creuset , Aveda, or even Georgetown Cupcake CHARGE for a bag?

Yes, it is the law….but savvy brands must know better than to:

Charge to have their brand walking along the streets of Bethesda

Charge five cents in an act which is completely off-brand

A bag is not only walking endorsement, promotion and nod it is also a courtesy. Why, after paying a premium price for a cupcake would you then ask for a nickel for the iconic bag in which to carry them? The super luxe J. McLaughlin bag – is fine, finished and completely on brand. And charging for it? Well that, I will say with complete conviction is OFF BRAND.

Brands, all of you – listen up. Pay for the bags yourself. Underwrite those five cents as an investment in your brand. This is as about as intuitive as it comes – if your brand is built around luxe and lifestyle  – if you have bothered to sidle up to the consumer of your dreams in Bethesda, Maryland, then get smart. Ready?  You pay the tariff and instruct your team to smile and say, “thank you, the bag is on us”.

You are welcome.

I am lucky to be surrounded by such remarkable people, engaging projects and to be at the epicenter of such a vibrant industry.

What do I see for 2012? Funny you should ask…

STRATEGY SESSIONS

This sector of our business continues to grow and thrive – in fact, this particular sweet spot of ours has lined up perfectly with the needs of some of our oldest industry friends as well as international newcomers, expanding brands and organizations in transition. The process of stopping and defining via the Forty Weeks Road Map has led some of our clients on the way to the very best of what is next for them – and of course, we take great pride in these critical accomplishments. Look for Forty Weeks to continue to lead the category in strategy and for new brands to find their way to our innovative methodologies.

PHILANTHROPIC PARNERSHIPS

It is where I live – in clear lane of ALL mothers needing the tools to survive and thrive for themselves, their children and their families. I have had a long-standing commitment to bringing the Forty Weeks savvy to a wide scope of philanthropic organizations. This year, expect to see some new milestones – think both brands and non-profits raising the bar both on what they will do to reach much needed funding milestones and awareness and also on what they will deliver to all women. This is both energizing and incredibly exciting for all parties and something we will take great pride in on an ongoing basis. Some hints – think celebrity, programming, anniversary and celebration.

INFLUENCER MEETINGS OF THE MINDS

There is a great deal to say about how the collective sum of the women I connect with on a daily basis is much greater than the individual parts. And the parts are outstanding too!  It is community made up all of some incredible secret sauce.  And with that power, commitment and drive I can hardly wait to see what comes next! Well I may have a little idea, but you will need to stay tuned…

CONFERENCES, SPEACHES, SESSIONS

Join us as we explore a wide range of topics with some of the brightest women in the business. Expect new, provocative topics, insights and calls to action in 2012!

BABYMOON, PAMPERING, PLEASE!!!

Oh yes, I will keep my “Fairy Godmother” wand well polished,  my bump-style spree step-out in high gear, my craving radar at the ready and my pampering play list well studied — this is the fun part, and I would not pass on the privilege of sharing a little Gestational Girl-time for all the tea in China (oooh, tea sounds good!!!).

PHILANTRHOPIC HONORS

I did hear a little something…

CONTENT

Yes, there is lots brewing here and mainly I will say, stay tuned and you will not be disappointed

Am I a tease?  Well yes, I am – but I promise the “what comes next” is the stuff that makes us all glad we came along for the ride. Happy New Year and I will see you all, with bells on, in 2012!

Nadia and Julia - Babymoon in NYC!

I have been in this space for quite a long time. And I have seen a great deal (understatement). Feel free to pursue the Back Labor Blog for a sense of just some of the madness I have witnessed.  I have seen brands, trends and individuals rise from obscurity, take hold or more often than not – fade away. I have coined, encouraged, mentored, mediated and managed. I have advised, advocated and sometimes (ok, maybe more than sometimes) agitated. But in the final analysis what it comes down to is this – PEOPLE.  

I have fought hard for one thing the care and feeding of expectant and new parents – ALL new parents. Be it my early, impassioned aspiration of helping brands to speak intelligently and with care to this very eager but also suddenly vulnerable  market of new and expectant parents, or my desire to create real-time access to honest information from which parents can make informed decisions –  or my sincere belief that brands, influencers and consumers alike have a real obligation to give back in a way that allows all parents access to this level of care and yes, honest, clear information.  I have raised the bar and insisted that this industry can operate from a place of  integrity and respect.  And I am relentless in my pursuit and maintenance of this standard (mandate). It is no secret I am as tough as I am generous and I like it that way.

It is about respect. And with that comes care – and yes Jessica, Nadia and all of you beautiful creatures, that includes a blow-out and decadent nibbles when you are feeling at the end of your pregnancy rope. Because, to me, that is part of it too. There is fun to be had, life to celebrate and certainly there are quality relationships to forge.  So, Bippity, Bobitty, Boop– I am happy – no, I am ecstatic,  to be the Fairy godmother – it is nothing short of an honor and am I both humbled and proud.

And so while people keep popping up (oh should I have said Pope-ing) up in the expectant and new parent space – I am happy to let them have their Fifteen Minutes, two-seasons, blog-of-the-moment, what-ever floats their boat.   If you need me, I will be here with my magic wand, making it so….

So, it would seem natural then that the rise of Facebook would be a boon for women. Here  was a vibrant open community on which we could collectively see, share and experience the remarkable and new (and often overwhelming) journey of pregnancy, birth and parenthood. Yet, somehow Facebook has decided this is neither the place nor the community for such endeavors. We have all watched as breastfeeding and birth have become high targets on the censor list.  Ask Ciaran Blumenfeld about how we have managed to build a successful Facebook community for Bravado without so much as the use of the world “nipple” (forget a breast image) to keep us safe. And now, this week it seems pregnancy  photography is an issue as well.

Too Much for FB?

I’ve asked some of the best brains in the business for their (very) quick take on the reality of Facebook and mothers. It was my goal to bring together a wide range of voices to help us make sense of this one.  And so meet:

Audrey McClelland- Founder of Mom Generations,  Co-Founder of Getting Gorgeous and other landmark projects connecting women. Mother of  4 active boys  – . www.momgenerations.com

Sarah Evans -Social Media Expert – UNDERSTATEMENT. Sara is excited to be pregnant with her first child. www.sevansstrategy.com

Samantha Ettus – Bestselling author, media personality and personal branding expert. Author of Forbes Personal Branding Blog.  Mother of three beautiful children. www.samanthaettus.com and www.expertsmedia.com

Danielle Friedland - 

Danielle Friedland, mom of 2 breastfed babies. The Social Media Manager for giggle and Healthy Child Healthy World and Editor-in-Chief of Bravado Designs’ Breastfeeding Diaries blog. She created the Celebrity Baby Blog in 2004 which she sold to People.com in 2008. www.bravadodesigns.com

Nicole Feliciano- Founder and Editor of Momtrends.com.  Super savvy and connected Mother of two equally stellar breastfed daughters. www.momtrends.com

Here is what this amazingly well informed and diverse group of Social Media leaders had to say on the question of why images of  pregnancy, childbirth and breastfeeding – all central themes of  motherhood, are such a challenge to Facebook.

Audrey McClelland -  I have to admit, I was surprised to hear all of this was being censored by Facebook. Pregnancy, childbirth and motherhood is natural… and considering there are over 85 million moms on Facebook, it’s shocking to me that there isn’t a “safe” place to post certain things. I had always viewed Facebook as a place where women can come to connect, meet, share and engage… and I feel like this is stripping us from that.  Truly.  As modern moms, we look for ways to connect digitally because that’s the way people connect nowadays… it’s sad to see Facebook pull away such natural and open and honest images.

Sarah-  I’m definitely new to this conversation, so what I’m sharing our preliminary thoughts…I don’t necessarily want to see my friends’ naked body parts on FB, but it is their decision to share.

Samantha -  It is only this year that you could add your kids names and ages to your FB page in addition to your spouse. FB has been a late bloomer every step of the way in regard to parenting. In my mind it is a simple explanation – it was originally created for college kids by a college kid so it would be logical then, that the “grownup” categories are coming later, as the founders and the company age. Perhaps now that Randi Zuckerberg  is married, a kid isn’t far behind and in turn, parenting will be a new focus. That is, if they get there before a competitor takes it on.

Danielle- Facbeook is not anti-woman — their staff is just not mature. I can’t confirm this but my impression is that Facebook is staffed by recent college graduates who don’t have pregnancy and motherhood in their mindset. They probably see a pregnant woman as fat instead of radiant. They probably see breastfeeding as “gross” instead of natural and nourishing. They have probably never seen a baby breastfeeding in real life nor were they raised thinking that breastfeeding is normal given that the majority of babies born within the last 20-40 years were not breastfed themselves. They just don’t get it. But you know who is? The COO of Facebook is Sheryl Sandberg, a woman who is also a mother. She needs to communicate to Facebook employees that pregnancy, breastfeeding and pride in motherhood is quite normal and in no way obscene. She needs to set policy that respects women and mothers as they are the largest growing population on Facebook.

Nicole- As for me, I find navel piercings more challenging than bumps and boobs. I’m sure this phenomenon is all about boys making decisions. Was social network (the movie) sexist? No, they just didn’t involve women that is different from being anti-woman.

The more companies we start the more conversations we steer.

And so with these insights comes more questions. And too, an opportunity to ask – what do you think?

The deadline is coming soon (you’ve got twenty days). And certainly – it will take some work (and as I always say nothing teaches you more about your business that answering hard questions about it) – but why not?  There are ten grants of $15,000 available. Veteran Maria Bailey will be a part of the process (maybe she will mentor a bit too?).  You can find the details here:  https://www.huggiesmominspired.com - Good Luck!

Mom2Be announced they were shutting down today. At the same time – the show I suggested they join forces with  -ABC has grown in leaps and bounds. The show now is the comprehensive source and show-place for the category. I build launches,time  product announcements and certainly introduce new innovations on behalf of my clients at that show. It is not perfect – but really they did (on their own) what I had advised Mom2Be to do for themselves – build the category within an existing, branded and well attended show  and maximize within that space. Nothing radical – everything practical….

It is unfortunate that so many emerging brands (trade shows included) are fooled into into thinking that collaboration is a mistake. The notion that you need to come in and “take over the category” is ill-advised and adversarial in stance. It misses so many obvious opportunities and frankly, short-cuts.  Finding  well-chosen and vetted  partnerships that advance all partners not only eliminates the myriad of  challenges that can overwhelm start-ups (so much to figure out) – they increase the bottom line – leading to profits in less time. The idea that “owning it all” will create more income only works if the business model has the resources (money, time, brains) to push it all the way through. I think that there is a lot to be learned here. Some key considerations:

*Who else does any version of what I plan to do?

*Go back to marketing 101  – do a S W O T (strength, opportunity weakness and threat analysis) – in reverse!

*How can build my model around both my strengths and their weaknesses?

*What new technology, relationships, intellectual property do I have access to that advances me to the next level?

*How can I build that in a capsule and connect with a partner as a growth model?

These are just a few questions. You should be asking a lot more, and often.  Really the idea is the thought process.As your business plan evolves don’t be fooled into thinking that your commitment and focus to your idea will be the secret sauce.   Begin to look outside of your big idea — start to look for the big partner!

Friday promises to set a new standard for connection for good. I will be with my bloggy friends, my business friends and my beloved R Baby Foundation. We will join together to raise funds and awareness for improved pediatric emergency care.  We will share in a roundtable focused on passions, priorities and community - examining how these there elements lead to success for women. It is my hope that all who participate in the roundtable will walk away with not only inspiration and connection but also a clear vision as to how they will step up and make a difference.

What I know is that each one of you has the power (and the goods) to ignite your passions, set your priorities and engage your communities in what is important to you. So tune in (webcast details are below), tweet in (#RBabyLive) and get ready — the world is about to change – for good!

There is so much going on with our clients; we are busy pitching  maternity fashion, nursing tanks (oh the amazing new colors for spring), a few exciting events including a Mompreneur Round table in March, and even a few new totally hush hush projects.

We are busy and there is a lot of pitching to be done. The point of my memo was not to be a “pitch away  and until you are blue in the face” cheering section, but rather to remind all that with so much exciting to talk about it was important to be heard. In other words, don’t become white noise.  Here are the rules to keep in mind:

Avoid being:

Too chatty – be friendly but get to the chase

Too familiar – be aware of the level of relationship and err on the side of too formal v. too familiar

Too much fluff – avoid the constant use EXPLANATION POINTS!!!!!!!

Too much overkill – stay away from hyperbole

Consider this:

Be an asset not an ask – make yourself a partner and real plus not another person pitching and selling

Be clear about what you offer – do not burry the lead

Be concise – like all of us, people are reading things on the fly – keep your messaging in that zone and give them ways to get more if needed

Be authoritative and helpful – establish yourself and your expertise

Be informed and use that information well – what does this person’s site or pub look like? What do they cover? What is their voice?

So nothing radical or new here – and certainly important  core concepts to keep in mind…happy pitching!

In Style June 2005

Oh, nostalgia – how you creep up on me. Here is one of my favorite moments of my career — the final product of what was one of the most powerful projects I’ve been assigned. We were with InStyle magazine shooting for the June 2005 issue (take note, it had a happily single Katie Holmes on the cover) and it was one of greatest days of girl power I’ve ever experienced. Asked to profile the women who had redefined pregnancy and baby – I brought together the best and the brightest of the field. And what followed:  the fun, the conversation, the confessions and even the deals that were made stand out as one of the most singularly exciting and powerful days I’ve had before or since.

 Old friends like Emilia Fabricant, Shannon DiPadova, Amy Coe and  Debbie Ohanian joined with (then) relatively new ones like Ellen Diamant and Skye Hoppus in a star-studded photo shoot. Take a look and tell me it doesn’t warm your heart a bit (though feeling a little sad for those who are pictured but no longer in the industry). Please share your stories about these women and their extraordinary companies/careers….and we can all feel warm and nostalgic together.