It’s actually quite simple.

It comes down to search performance and changing consumer perceptions.

I argued with a colleague of mine about the quality of Yahoo! search. He said it was fine. I said it was sub-par and meta descriptions are not updated in months.

He is a search afficionado.

I would like to call myself one, but I’ll just call myself an above-intelligent search engine user…probably more like the average consumer (from Lake Wobegone).

Our dispute was not resolved, but one thing was clear…consumer perceptions of Yahoo’s search have not changed.

Consumers are creatures of habit, and perceptions are slow to change.

Very similar in the automotive industry.

US automotive build quality is not quite at the Japanese level, but it’s actually very close if you talk to experts in the field.

Poll consumers on US auto quality vs. Japanese, and perceptions haven’t moved much.

Enter J.D. Power with short-term and long-term quality ratings.

Enter the IHHS safety ratings.

Now we have independent metrics to say who’s got a better quality car and who’s got a safer car.

Yes there are quibblings about how the studies are done, but the data are there.

What Yahoo! (or for that matter any of the upstart search engines like hakia.com or Ask.com) needs to do is prove that their search is better.

Leave it to J.D. Power…let them charge Yahoo a fortune for the data.

And prove, once and for all, that whether it’s Yahoo, Google, LiveSearch from MSN, hakia, Ask, or even the long forgotten Lycos…the better search engine can be measured objectively by a broad, statistically significant panel using double-blind survey methodologies.

Fix search performance. Change consumer perceptions with a J.D. Power style survey.

That, is how you fix Yahoo (or any search engine looking to gain ground).

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, yahoo, marketing,buzzmarketing,terry+semel

Why on earth would I do that?

Someone over at CNN and CNN Pipeline had a great idea…let’s put the tool that political pollsters, researchers, and strategists like Frank Luntz use and put that online.

It’s called the dial-meter where a group of people watching the debate turn their dial positive or turn their dial negative based on their impression of what a candidate is saying.

As candidates speak, you get to see real-time positive or negative feedback from the wisdom of crowds vs. single pundits.

CNN got a two-for-one with me…double the amount of media impressions for one viewer.

Therefore, theoretically, double the amount of advertising revenue for CNN.

Perhaps the smartest use of two media platforms in one media event ever.

Someone at CNN is getting the new media world (at least on the political side).

Provide content which one medium can’t deliver, and put it on another medium…then promote.

I was hooked.

Live, you could see for yourself how people reacted to Hillary (quite well actually).

You could see that McCain needED to step up his game, and abandon his current stance on immigration.

You could also see the swing vote for “Reagan Democrats” will be won over on one issue apart from Iraq…the environment.

Data is a wonderful thing. I’m now glued to the dial-meter technology offered by CNN.com for every upcoming debate.

Somebody at CNN.com knew what they were doing, and its fresh to see.

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,political+debates

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

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

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

It’s a return to the 1940’s.

Remember when Radio was radio, and announcers or narrators for radio soap operas simply read commercial sponsorship messages?

No 2 minute or 4 minute programmed ad slug back then…the technology didn’t exist.

No opportunity to change the radio channel back then.

But today, when radio programming takes a “commercial break” millions of consumers change the station, or make a cell phone…ignoring the millions of dollars spent on traditional radio ads.

In this time of advertising turmoil, Kelly Kibler came up with an idea now in test for Clear Channel’s KZPS Dallas.

No ad slugs. No programmed “commercial breaks.”

Announcers, though, integrate advertisers into the programming for a shorter 10-15 second period. Just like the olden days.

No commercial pods to ignore, no chance to change the channel, no chance to make a cell phone call until regular programming returns.

The Jack-FM format tried to address this issue, but didn’t quite get there. More programming yes, but programmed commercial breaks still gave consumers the opportunity to change the channel or make a cell phone call (believe consumers are not tuning in for ads).

This gets to the heart of the issue: consumers are ignoring ads today.

Consumers don’t want to be taxed with 2-4 minutes of gobbledy gook.

And, indeed, Advertisers don’t want consumers to ignore the advertising they pay for.

The commercial pod format is outdated.

It does not work for the advertiser. It does not work for the consumer.

Kudos to Kelly Kibler…perhaps an unknown at Clear Channel with perhaps the best idea in the radio advertising industry.

With the advent of “Oleg” content in commercial television pods, and the soon to be released data on TV’s commercial ratings due from Nielsen on May 31–will TV be following radio’s latest advertising solution?

If the Nielsen commercial ratings report says what I think it will say (consumers aren’t watching commercials)…you better believe it.

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

Technorati Tags: buzz, buzz+marketing, brand, branding, portfolio, nielsen,marketing,commercial+ratings

In my past (prior to marketing with buzz that is), I wasted millions of dollars.

And wasting millions of dollars (albeit no more) is not something you should be proud of.

I cited a story in my days at Pep Boys where it was my tiny $2500 idea which produced double digit growth in a very mature and profitable category…and not the $5.3 million we put behind a TV spot.

You can find the full story in my book, but I recently learned of another similar story with Verizon Wireless (thanks Steve Hall at Adrants).

Verizon has a new mobile phone out which has deserves buzz, but for months has not received any. Zero buzz.

It’s the new Gz’One Type-V.

Built by Motorola, this mobile phone is waterproof, shockproof…fit for any mountain biker or extreme sports enthusiast.

This is a product inherently buzzworthy, but nothing.

You’d think it would have X-Games style buzz written all over it, but no.

Nothing…until now.

Versus massive media dollars, someone thought of a simple idea (someone from McCann? from the Verizon Wireless store in NJ…who knows).

Grab a fishbowl, plop in a goldfish…and drop the Gz’One phone in the bowl with Goldie.

Then call the phone and humorously watch goldie the goldfish wonder what on earth is going on as a Verizon store customer watches the Gz’One Phone vibrate and flash in goldie’s once calm fishbowl.

They dub it “Call a fish.”

It’s not on YouTube yet, but it will be.

It’s not in the national news yet, but if Verizon Wireless and/or McCann has read a certain book…it will be.

A simple idea.

An inexpensive idea.

An idea that can create stories.

Stories…that seven letter word which is the root of all buzz.

No, their TV commercials don’t get people talking, but this story will.

Welcome to the world of buzz Gz’One Type-V.

I hear you calling.

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

Technorati Tags: buzz, buzz+marketing, brand, branding, Gz’One, marketing,buzzmarketing,verizon+wireless

Within 60 seconds of finishing the article, I became a 2 year subscriber.

I subscribed because of one reason. Publisher David Carey.

One of the key people who made The New Yorker magazine a true success–this is David Carey.

One of the key people who understands the value of buzz–this is David Carey.

One of the key people who understands a concept critical to Buzzmarketing, and a mantra that I put forth in every speech…

Which is this:

Buzz, and successful business, is about giving.

Giving.

Giving is not a word you hear frequently in Business Schools (I didn’t hear it in the early 1990’s).

Taking is usually the word in business…taking market share…taking share of wallet.

But when I first met David Carey at The New Yorker, he was about giving and figuring out how he could help my former company half.com create buzz, and create it together.

Never have I experienced a true spirit of partnership like this before with a vendor. Never.

David knows the key to buzz is about giving people a unique experience. Giving people a great story to tell…whether it be an article in Portfolio magazine, or a unique event brought to you courtesy of the pub.

What David and his team did for The New Yorker, he will no doubt do for the newest business magazine, Portfolio.

I am a subscriber.

Anyone else interested in expanding their business horizons should be too.

Welcome David Carey, and welcome Portfolio.

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, branding, portfolio, marketing,buzzmarketing,david+carey

Ho’s and racial remarks are an everyday occurrence for him.

So why is Howard Stern rich and Don Imus fired?

Branding my friend…branding.

A brand is a combination of expectations plus experience.

Consider this.

Many wealthy people shop at both Nordstrom and Wal-Mart.

The service between the two retailers is night and day. How can a wealthy person be satisfied with this?

At Nordstrom, you expect to be pampered and have a certain experience. A live piano being played in at the escalator, and more.

Wal-Mart is self-serve. Bare bones. Some of their associates might be able to help you.

Now, how can a wealthy individual be satisfied with Wal-Mart and Nordstrom??

The answer begins with expectations.

The person driving the BMW, Benz, Land Rover- expects less from Wal-Mart because that is their brand.

Howard Stern does what Don Imus did every single day. And the public accepts it because people know what to expect when they listen to Stern (on CBS in past years, and now on Sirius).

Advertisers, too, know what to expect when they advertised on terrestrial radio Stern.

They knew that within a week, they would receive a letter from the American Decency Association threatening to boycott their brand. And those brands who know, might not care or they might relish it as contrarian branding for themselves

But Imus.

Our expectation of the Imus brand is edgy, yes. Controversial, yes.

But intelligent/controversial talk radio as a category (and as a brand) has expectations for listeners who listen and advertisers who advertise.

If Imus had defined his brand like Howard Stern (a daily repertoire of shock) we wouldn’t be talking and writing about Mr. Imus. Par for the course.

The Imus brand, however, defined itself with certain expectations.

And brand erodes down when it does not deliver on consumer expectations.

The words that Imus uttered broke the expectations of a brand…and this is the irony of why Stern is rich and Imus fired.

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, branding, nappy, marketing,buzzmarketing,don+imus

The one with usually below-average content on it, but this time I saw something brilliant.