Branding 101 – The Law of Change

Published on May 23, 2008   //  Marketing Tips

Branding 101The law of change in regards to branding says that you can change your brand but to do it slowly and not very often. Remember that a brand is not just a logo, it is everything that makes up the culture of your business. The reason you should do it slowly is because your customers have come to know your brand as it is today, change is usually a scary thing.

An example of what not to do would be when Radio Shack was bought by Circuit City. Overnight every Radio Shack was transformed into a Circuit City with a new logo, branding and with customers scratching their heads. For 20 years or more people had come to know what Radio Shack was about now they had to learn about what Circuit City was about.

What Circuit City could have done was introduce the logo side by side to be Radio Shack/Circuit City for awhile. Then gradually ease out the Radio Shack portion of the logo.

How would you have done the branding change at Circuit City/Radio Shack?

In The Sphere: Tech’s Worst Work Spaces

Published on May 23, 2008   //  In the Sphere
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We’ve compiled quite the eclectic collection of posts for your reading pleasure on this lovely Friday afternoon. Talk about a great way to kick off your weekend. It’ll be a good escape from the tiny cubicle.

Zac Johnson has compiled a list of what he believes to be the ten worst work spaces in the tech industry. We’re not even talking about the iPod sweatshops, because the otherwise enjoyable campus of Google makes the list! The “kindergarten campus color scheme” can really get your nerves.

Ewdison Then of Slashgear fame had an interesting talk with his sister the other day, ultimately concluding that hard work beats talent any day. Talented people can only get so far before they’ve got to put in that elbow grease, and those who are willing to work hard will always prevail in the end.

Ed Lau probably belongs more in the “hardly working” category than the “working hard” category, but it could just mean that he needs a different form of motivation. In the World of Wifecraft, real life can be made a lot more interesting with World of Warcraft-like quests. Believe me. You want to reach at least Level 40.

David Pitlyuk looks like he’s living the high life, because he had the opportunity to enjoy a $1,600 meal at Michel Richard’s Citronelle in Washington, DC. The theme at Citronelle appears to be look-alike foods, but that $1,600 is definitely for real.

Bob Buskirk hopped onto the Twitter bandwagon long before guys like John Chow got into the scene. Now that Twitter is more popular than ever, Bob tells us what is Twitter and why he uses it. The emergence of Twitter apps just makes the micro-blogging platform that much more interesting (and useful).

WordPress Plugin Tutorial – Hello World Continue

Published on May 22, 2008   //  Development
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Training

Last week we started building a very basic Hello World WordPress plugin. This week we will expand on that tutorial by adding the ability to change some of the content in the admin area of WordPress.

To being open the helloword.php file that we used last week.

Modify your hello_world function to look like this…

function hello_world() {
        $hello = get_option(‘hello_global’);
        Print(“$hello”);
}

The above change allows for a variable to be set in the admin area. Next we will need to add functions so that we can add an admin setting page. Add the following…

function modify_menu() {
        add_options_page(
                ‘Hello World’,
                ‘Hello World’,
                ‘manage_options’,
                _File_,
                ‘admin_hello_options’
        );
}

add_action(‘admin_menu’,'modify_menu’);

The above code will add a page to the admin area but it will be blank. Next add the following code…

function admin_hello_options(){
Print(“<h2>Hello World Plugin</h2>”);
if ($_REQUEST['submit']){
        upate_hello_options();
}
print_hello_form();
}

The above code creates the admin settings page. Now we need to add content…

function upate_hello_options(){
if ($_REQUEST['hello_global']) {
update_option(‘hello_global’,$_REQUEST['hello_global']);
}
}

function print_hello_form() {
$default_greeting = get_option(‘hello_global’);
Print (“<form method=’post’><label for=’hello_global’>Greeting:
<input type=’text’ name=’hello_global’ value=’$default_greeting’>
</label>
<br />
<input type=’submit’ name=’submit’ value=’Submit’ >
</form>”);
}

Be sure to upload these changes to your plugin folder. You may need to deactivate and activate again. You will then be able to enter your own text which will show up on your main page.

If you get stuck let me know in the comments.

Marketing 101: Brand Your Business

Published on May 22, 2008   //  Marketing Tips
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The mistake that many entrepreneurs make is that they decide to brand themselves rather than brand their business. This isn’t too much of a concern when you work as a freelance writer or a consultant, but it does become a problem when the business should be more of a separate entity from the individual.

Even when you look at the blogosphere, you can see this in action. When Kumiko Suzuki first started out, she did a great job of branding herself as a budding “make money online” guru. She branded herself. When it came time to separate Kumiko from the money-making blog — which became known as CashQuests.com — it is much more difficult. People went to the blog to read Kumiko’s thoughts and not someone else’s. After the site was sold, “Kumiko” was gone. Many of the dedicated readers left also. By the same accord, can you imagine a site like JohnChow.com without John Chow? Shoemoney.com without Jeremy Schoemaker? I didn’t think so.

The same can be said about most other businesses. While the more tech-savvy amongst us may immediately think of Steve Jobs when we consider Apple, the company is working hard to create a strong Apple brand, not a strong Steve Jobs brand. This way, if Steve Jobs ever steps down (and he’ll have to step away at some point), the company can continue to be profitable and recognizable.

If you work to brand your company rather than yourself, selling the company is infinitely easier. The branding for the company will already be done and customers would have already grown accustomed to the branded products and services, regardless of who is actually selling them. If you brand yourself, the company isn’t worth much without you.

Community Poll

Published on May 21, 2008   //  Polls

Weekly Community Poll

Last week we asked have you ever used Google apps and 82% said yes. This weeks question is…

{democracy:32}

WordPress Wednesdays: Category Selector Sidebar

Published on May 21, 2008   //  WordPress

With the arrival of WordPress 2.5 came a whole new dashboard design. Some people liked the new look, whereas others have their reasons to complain. One of the most common issues that people have with the new dashboard design is with the layout of the Write Post page.

More specifically, the category selector has been shoved to the bottom half of the screen, forcing you to scroll down to select your category. Under the previous layout, the category selector was in the sidebar. It was easier to see and, thus, it was easier to remember to select a category. I know that with the new layout, I’ve forgotten to select a category on more than one occasion.

A plug-in was created to address this very problem. It’s called Category Selector Back to the Sidebar and it does exactly that. By installing and activating this plug-in, the category selector moves from underneath the writing area to the sidebar, sitting just underneath the “Save” and “Publish” buttons in your WordPress Write Post page. This is much more visible than the default placement.

The trade-off is that the “Related” section is effectively removed from the Write Post page. The Related section is where you could find links to manage all comments, manage all tags, view drafts, and so on. It’s a small price to pay, but it’s still a price to be paid for convenience. Whether this trade-off is worth it is a matter of personal preference.

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