Although long overdue, now may be the time to buy Citigroup.

Gone are the strategically unsound commercials from Citi where thirty-something mountain bikers without bikes descend down gravel mountain-sides only to land in their face.

Those misguided commercials are now replaced and finally on-target where Citi helps create opportunity and gripping inspiration for small and medium-sized businesses.

The new commercials provide a compass for Citi’s employee base to remind them which customer’s are important, and what Citi’s focus is.

It only took wasting several hundred million dollars in ads and media to get it right (I would have been more demanding the first round), but the commercials which act as a consumer and employee compass, is finally pointing in the right direction.

And as I drove by a Citi location, the sign was new, crisp, inspired confidence and innovation.

With a full-sweep of layoffs and write-downs, Citi is leaner and likely more driven.

CEO Chuck Prince hasn’t done much for the stock in the past several years (flat while Goldman Sachs grew 200%+) but America is the land of second chances, and his might be ripe for the picking.

Six months ago I wouldn’t touch Citi with a ten-foot pole.

But today, it’s worth a look. I’m watching.

Mark Hughes is a professional speaker, consultant, and author of the book Buzzmarketing: Get People to Talk About Your Stuff (Penguin/Portfolio).

Technorati Tags: buzz, buzz+marketing, brand, innovation, motorola, marketing,buzzmarketing,carl+icahn

Last night a kid named Blake Lewis set American Idol on fire.

As usual, a band like Bon Jovi comes in…trains two kids on how to sing their songs, and the Idol contestants do their best.

But Bon Jovi sets a high standard…so one of two things has to occur:

1) The Idol contestant covers the song just like Bon Jovi (the safe choice, but unlikely to be better than Bon Jovi).

2) The Idol contestant thinks in a different plane, and innovates the song like it’s never been played before.

Blake Lewis followed #2.

The Idol contestant who followed Blake Lewis did #1 (I call him “the other guy”).

Now the other guy was good. Very good. But today, in competitive landscape, you have to stand out, capture attention, and innovate like never before.

Whether its on American Idol, or in American business.

The results for Blake Lewis?

a) Standing ovation

b) Randy called it the most original performance EVER on American Idol

c) Paula called it the “biggest leap of faith ever”

d) Even Simon Cowell’s mother was rocking to it during the performance

But Simon Cowell’s analysis was right on.

It was this: “half the people will probably love it and half the people will probably hate it. But it will keep you in the competition”

The performance by Blake Lewis was original beyond belief. It was true innovation, and worth watching.

But what can Fortune 500 CEO’s learn from Blake Lewis?

Motorola’s Ed Zander could learn a lot.

In order to stay in the game…keep your job…keep from losing 40% of shareholder’s money…you’ve got to innovate.

Innovate every week.

Consumers are demanding, but they will also spend money for something new and desirable.

Design and innovation (hint Apple) become a core competency and a weapon that can be used by you, or against you by your competitors.

No one remembers or cares about “the other guy!” He didn’t innovate. And ultimately those who don’t innovate, lose out to their competition.

Everyone wants innovation, but innovation has risk.

Simon put that risk at 50/50 and he’s likely right.

Do some research, prototype often, involve customers to some extent in creating…and you will reduce your risk measurably.

With risk comes reward, if innovation (and failure) is part of your culture.

Watch Blake innovate.

Watch stocks rise.

Mark Hughes is a professional speaker, consultant, and author of the book Buzzmarketing: Get People to Talk About Your Stuff (Penguin/Portfolio).

Technorati Tags: buzz, buzz+marketing, brand, innovation, motorola, marketing,buzzmarketing,american+idol

Motorola’s current CEO, Ed Zander, was heard numerous times saying, “I love my job. I hate my customers.”

And all the while, Carl Icahn has been pointing out the flaws in Motorola and its stock price. But the gentleman of Wall Street Activists has turned up the temperature.

But let’s examine Motorola’s CEO first. Is he really that “customer angry” as opposed to “customer friendly?”

His quote is not taken out of context, but it’s better understood in context of the wireless cellular industry.

The nature of the industry is such that a hot phone commands a price premium when first released, and over time it becomes a commodity priced at 1/10th of what it sold for a year ago.

Supply and demand.

In the case of the wireless industry, it’s hyper-acceleration of supply and demand.

So the quote from Motorola’s CEO is likely indicating it’s a tough market and customers (Verizon, AT&T Wireless, T-Mobile, Sprint) are a demanding bunch.

Message to Motorola CEO Ed Zander: quit whining. Innovate. Welcome to the playing field.

Smart manufacturers and smart marketers have to adapt to consumer demands.

Innovate.

Now let’s look at Carl Icahn.

Some say a mean, Gordon Gekko style Wall Street activist.

But what would you rather have…more of the same? Companies losing 40% of their entire value in one year?

Sometimes, the obvious is not always apparent.

It’s obvious to Carl Icahn, and those who understand that innovation and hyper-innovation have become standards.

Reallocation of resources and hiring of new resources focused on innovation is the new standard. For Apple, for HP, for Motorola. Innovation (and fast innovation) now becomes a competitive weapon. One that can be used by, or used against you.

Let’s applaud Carl Icahn for the obvious, which is not always apparent (hyper-innovation is the new standard).

Let’s support his campaign for Motorola’s Board of Directorship.

Let’s learn what happens when you fail to actively hyper-innovate.

Mark Hughes is a professional speaker, consultant, and author of the book Buzzmarketing: Get People to Talk About Your Stuff (Penguin/Portfolio).

Technorati Tags: buzz, buzz+marketing, brand, innovation, motorola, marketing,buzzmarketing,carl+icahn