Tag Archives: Alex Beattie

Artisan Branding

Artisan Branding.

Artisan Branding

There is a lively discussion about the power of the internet going on here on this blog. The internet has changed the face of marketing forever. What makes the internet so powerful is the amount of reach it has and how quickly you can access a message and / or information. This is where Artisan Branding comes from.

The internet has created new industries, as well—this is happening daily. My best analogy is this:

In 1964 you wouldn’t likely walk into a college classroom and learn anything about The Beatles. Times change. Today, you would certainly find an entire curriculum devoted to the world of the world wide web. But not in the 90′s.

The internet, again, is responsible for all of this. All of this knowledge is all online. The problem I have with all of the marketing and media companies is that most of them are so completely beholden to the “turn-and-burn” mindset that is nature of what was at one time “new marketing.” Not anymore.

People are getting so used to canned ingredients on the web that they are easy to discern for the average browser. The same thing happened to music. Too much packaging and not enough care to the actual ingredient. The ingredients of the 4 Liverpudlians actually made the band what it is. Certainly, they were packaged well. That’s another discussion or another course in college. But for the most part, it was about 4 brilliant musicians who made brilliant music.

Artisan Branding is an internet company that is about reality. No gimmicks. Just a hand crafted and hand delivered presentation. This is what the company will do in various forms.

It’s new and I am confident it is going to be something very special.

Oh – and here is the facebook fan page:

Artisan Branding on facebook

The space between

White space and luxury marketing

Luxury marketing and minimalism. I guess minimalism, in the sense of the least amount. Not the artistic version.

There’s something to be said for less. Less is always more. Miles Davis said:

“Don’t play what’s there, play what’s not there.”

Same is true in advertising for luxury real estate. You don’t have to live in luxury homes or sell luxury homes to understand this. “Spaces,” or the way “spaces’ are arranged are quite literally what is being bought and sold. (aside from the actual ‘space the area is located’ … but that’s still a space right?)

I don’t know how many emails, blog posts, or conversations will be had before people realize that just because the internet offers you endless amounts of ‘space,’ it doesn’t mean you have to use it.

You know what I mean, right? That person’s facebook page that is always changing. The person who obsesses over the getting the right font, color or heading on their site. Or, worse still… the analysis paralysis of the ‘first impression’ of a webpage.

The cover of your magazine matters—A LOT. Yes. Simplicity of your website matters even more. I didn’t invent this. The consumer did.

Just think you ‘browsed‘ to this site. I didn’t ask you to come here (though I’m glad you did, and I hope you come back), but you don’t have to stay. In fact, you need a compelling reason to stay… let alone come back. Just think if I were trying to sell you something. Would you click further at this point? Continue reading

How luxury real estate can recover tomorrow

Hint: Chasing waterfalls is not the answer

I‘m not trying to sell you an iPad. Steve Jobs nailed that in his keynote. I am trying to convey, (and have been for the past 4 months) that it is frightening to think anyone in marketing (and aren’t we all?) be the least bit dismissive of disruptive technology—especially game changers like the iPad. Unless, of course you plan on retiring. If so, I can also imagine spending time in Tahiti without being ‘connected.’

After a spirited conversation with a progressive minded entrepreneur today. We talked about publishing. The business of it, that is. The funny thing about the conversation is that it was one of the first where I didn’t have to defend myself or the status quo.

I’m not trying to reinvent the wheel. I’m trying to show you how the old wheel is broken.

The problem I am faced with is that a worldview that is in direct conflict with the old wheel of luxury real estate marketing paradigms. Most realtors (or people) have smartphones. A worldview that thinks the iPhone changed everything and the iPad is going to go rout this even further. Feel free to read how it’s just another gadget. Feel free to criticize my zeal and conviction for elegant technology. But, DO NOT confuse my passion for permission marketing and social media and their respective platforms with rabble rousing.

Watch Steve Jobs’ keynote last week. If you’re a real estate agent, how could you not see how this is going to dramatically change and improve your business? From a listing presentation, to your website, to your youtube channel, to your blog, to your twitter stream, to your contracts.

Yes, I like technology. And I like elegant technology—that means I like to work on a Mac. To be clear, I don’t work like this because I want to be hip with the latest ‘shiny new thing.’ *I also play guitar, and I have a Martin, a Gibson Les Paul, a Fender Stratocaster and more—all of them antiques by definition* I learn and utilize technology because it levels the field for me to play on, makes me more creative, faster and me more productive. (FYI, I am still using a 2007 MacBookPro, which is waaaay past what Moore’s law postulates.)

For real estate agents, below is an excerpt from another one of Seth’s Blog. You should read that, too. It’s much more informative than this one.

This post comes directly from Seth’s Blog: You don’t have the power

Smart businesspeople focus on the things they have the power to change, not whining about the things they don’t.

Existing publishers have the power to change the form of what they do, increase the value, increase the speed, segment the audience, create communities, lead tribes, generate breakthroughs that make us gasp. They don’t have the power to demand that we pay more for the same stuff that others will sell for much less.

And if you think this is a post about the publishing business, I hope you’ll re-read it and think about how digital will change your industry too.

Competition and the market are like water. They go where they want.