Lindsay Bell

Join Jeremy Miller for a Special Author Q&A Today

By: Lindsay Bell | January 21, 2015 | 

Sticky BrandingBy Lindsay Bell

The holidays are over, and we’ve all had a chance to settle back into work for a bit.

It’s mighty cold in most regions out there (Hellooo? Snow in Las Vegas!?), so don’t bother going out for lunch today.

Instead, stay comfy cozy at your desk, and join us for our first author Q&A of 2015.

Today at noon EST, you’ll meet Jeremy Miller, author of Sticky Branding: 12.5 Principles to Stand Out, Attract Customers & Grow an Incredible Brand.

Jeremy is an accomplished brand strategist, marketer, and public speaker—and he’s Canadian!! WOOHOO!

He personally understands the power of branding, having helped rescue his family’s business during the recent economic crisis through rebranding initiatives.

That experience inspired him to write this book, and he spent more than a year interviewing heads of successful companies across North America, finding out what made their branding stick.

But we’re not talking about Starbucks or Coke. Jeremy’s focus is small- to medium-sized businesses—and he now works with them to help improve their success through the tenets of Sticky Branding. 

What You Will Learn

Jeremy has drawn a clear, easy-to-follow map to guide you from point A to point Zed (go Canada!) in your branding strategies.

As he says, if you make your company’s branding ‘”sticky,”  then your business will “stand out like an orange tree in an evergreen forest.”

Jeremy’s 12.5 principals of Sticky Branding with help your organization:

  • Attract more customers
  • Sell more, faster
  • Inspire employee engagement
  • Become immune to the competition
  • Earn higher profits

So, get your questions ready, and limber up those typing fingers.

If you’ve attended one of our author Q&As in the past, you know they are a fast paced romp!

Today’s Author Q&A with Jeremy Miller

At noon ET (that’s 11:00 CT, 10:00 MT, and 9:00 PT for those of you who can’t do time zones), Jeremy will be here to answer any and all of your questions.

In order to participate, all you have to do is:

  • Make sure you have a Livefyre account or be ready to sign in with one of your social networks.
  • Set a reminder for noon ET today.
  • Order Sticky Branding: 12.5 Principles to Stand Out, Attract Customers & Grow an Incredible Brand so you can support Jeremy and get your learn on.
  • Create a list of questions.
  • Come back here, scroll to the bottom, and write a comment in the form of a question. As soon as you hit “post comment,” Jeremy will see it and reply to you. You can even join the conversation around questions others are asking, if you like.

We’ll be here for an hour so you can join us the entire time or step in and out during the hour. It’s entirely up to you; just make sure you’re here before 12:59.

Win a Copy

Those of you who participate in today’s author Q&A (even if you’re late to the party, but not if you’re an Arment Dietrich employee) will be entered into a random draw for a free copy of the book.

Don’t forget—you have to actually leave a comment, ask a question, or participate in the chat to be entered in the draw. Otherwise we won’t know you were here.

Get ready with your questions and join the conversation. And don’t fear! If you missed the live portion of this, we’ll keep the draw open until midnight PT so you still have time to get in your questions.

Former Guests and Who’s Next

For former guests, check out Margie ClaymanSarah RobinsonMark StoryBeth HaydenSarah EvansStanford SmithChris BroganC.C. ChapmanMitch JoelDanny BrownChuck HemannMichael BritoDJ WaldowTom MartinAhava LeibtagJay BaerShel IsraelMark SchaeferGini DietrichRob BiesenbachSteve McKeeNeal SchafferEd Zitron, Ann Handley, Tim FrickTom Martin, Paul Roetzer, and Diana Kander.

And following are the dates for the next few months, so mark your calendars!

Same bat time, same bat channel.

Disclosure: We have been working with Jeremy on the launch of his book—which sold out on day one—but we had this Q&A scheduled before he hired us. Put that in your pipe and smoke it!

About Lindsay Bell

Lindsay Bell is the content director at V3 Marketing, and works in Toronto. A former TV producer, she’s a strong advocate of three minutes or less of video content. She has a cool kid, a patient husband, two annoying cats, and Hank Dawge, a Vizsla/Foxhound/moose hybrid. Ok, maybe not moose.

  • It’s a good thing I rescheduled our executive team meeting, huh?

  • That is probably the best disclosure I’ve ever read.

  • Lindsay Bell-Wheeler

    I can’t take credit for that sassy reveal. LOL

  • I just snorted over that disclosure. I would also like to point out that it was 64 in NC yesterday.. so, not cold at all.

  • @Lindsay Bell-Wheeler, don’t embarrass us. It’s Zee, not Zed. We have to impress our big brothers to the North 😀

  • ginidietrich yep, you have to moderate @Lindsay Bell-Wheeler and me from staying stuff that’s on the banned list

  • It was breathtaking … and you mentioned sold out … you guys are good at this stuff 😀

  • Dah! Where’s the edit? To the south! To the south! That was so Canadian.

  • Eleanor Pierce My mom says, “Put that in your pipe and smoke it” all the time. It seemed appropriate.

  • StickyBranding HAHAHAHAHAHA! LOL!! I was going to change it, but thought it was funny.

  • StickyBranding Sigh.

  • KristenDaukas Braggart.

  • So if Canadians know so much about branding how come you haven’t convinced everyone from Texas and Oklahoma to move to Canada. There must be a flaw in your branding efforts. I am pretty sure those people would be great additions to help further settle and industrialize the NWT and Yukon. They are like low hanging fruit per se. They have money and morals you can’t get any better than that!

  • ginidietrich StickyBranding I am pretty sure anything on your banned list exists because of me. I am very sorry. Just say OH BALLS! instead of the FBomb it works for @Lindsay Bell-Wheeler

  • Howie Goldfarb Well, we’ve got Sarah Palin above us. I think that may have influenced our marketing and branding efforts a little 🙂

  • I am working to have my lunch date with Cher moved to next week so I can attend. Stay tuned!

  • StickyBranding if you agree to keep Sarah I will approve your annexation of Alaska

  • Howie Goldfarb StickyBranding To maintain our close neighborly relations, I can live with that.

  • I am participating in a webinar at exactly the same time. It’s about resiliency so clearly I need to be there given the year ahead LOL. I will try to pop in to the q&a!

  • biggreenpen feel free to message me any questions. I’m on twitter @stickybranding

  • Thanks for the deal on the Kindle version!

  • Bob Schrichte my pleasure. It was a reward to the community for all the support you have given me. I couldn’t have done this project without the assistance.

  • Bob Schrichte we rock here 🙂

  • Holy cow – it’s already time!! Thanks for being here, Jeremy!!

  • belllindsay my pleasure. I’m excited for the opportunity

  • belllindsay Do we get lunch?

  • StickyBranding BAHAHAHAHA!!! It’s ZED!!

  • ginidietrich I hope so, I’m starving!

  • Je-re-my! Je-re-my!

  • biggreenpen Hopefully the webinar you’re on isn’t as good as our webinars.

  • belllindsay StickyBranding blushing :/

  • ginidietrich belllindsay maybe we get some Gini’s special cookies from the cookie jar for guest posting on Spin Sucks?

  • OK, Jeremy – when you say “Sticky” – what do you mean exactly?

  • StickyBranding ginidietrich belllindsay I’ll go stick some of the oven right now.

  • ginidietrich biggreenpen as if that would be possible. Turns out it doesn’t start until 1 so here I am! You couldn’t get rid of me if you tried.

  • belllindsay The difference between a Sticky Brand and an average brand is the relationship. Sticky Brands have a first choice advantage. That means your customers think of you first, choose you first, refer you first, and come back again and again. That type of relationship makes your brand stick.

  • I have a question! What do you think is the biggest branding mistake small businesses make? The one you see the most often that just makes you slap your forehead?

  • I had to go find my book…and then it was sitting right in front of my screen. Jeez. Now… let’s start at the beginning. How does one create Simple Clarity?

  • biggreenpen ginidietrich YAY!

  • Eleanor Pierce they try to do too much at once, and end up doing everything poorly. Sticky Brands pick their priorities, and focus where they can achieve the most impact for their customers

  • The book has 12.5 principles. Were there any other you left out?

  • ginidietrich Simple Clarity is the ability to describe your business and what makes it unique in 10 words or less. Finding the words that stick though are a process. It takes time and effort to find how to package your brand. It takes time to figure out the language of your customers. So try a pitch, test it on your customers, and keep refining as you learn

  • Arment Dietrich, Inc.

    It’s time, y’all! Come join us! ^ep

  • One of the things that you helped me (majorly) with is refining our proposal process. Our industry likes to put together gigantic proposals that no one will ever read. Can you offer three tips on how an organization might win new business without writing lengthy proposals?

  • StickyBranding Do you have a recommendation on where one might start to figure out their uniqueness?

  • Jeremy, do you happen to know why small town hair salons always use the WORST puns in their names?
    Just wondering.

  • LauraPetrolino I did not go into a thorough conversation of “why” and “purpose.” Rather I embedded that conversation into the broader context of the book. But they are important topics that benefit from thorough consideration

  • Howie Goldfarb With Cher?!

  • StickyBranding LauraPetrolino Now that the book is published, do you find yourself saying, “Man, I wish I’d include this or that!”?

  • Eleanor Pierce LOL

  • ginidietrich Ha ok 🙂
    1. Don’t write proposals
    2. Proposals are sales crutches
    3. The pen doesn’t sell

    The goal is to get your sales process so refined and practical that people get it before you have to write it. My objective is to deliver contracts not proposals

  • Eleanor Pierce haha! Let me reverse, what do you think? 🙂

  • You mentioned in a comment below that “Sticky Brands pick their priorities…” – what should those priorities be, and why?

  • StickyBranding ginidietrich Don’t write proposals?! YES! 
    (J/K, Gini. I love proposals!)

  • ginidietrich StickyBranding LauraPetrolino I actually I haven’t had time to process at that level yet. I am too busy with the launch, and getting the word out. I may get time to reconsider later on.
    When did you get to that point in your book Gini?

  • StickyBranding Eleanor Pierce I don’t know! Bars, barbers, restaurants, NO ONE loves a pun as much as a small town hair salon owner.

  • Eleanor Pierce StickyBranding ginidietrich Does Gini drop that load on your shoulders Eleanor?

  • StickyBranding If I may… I LOVE that you send a PDF version of stuff people will find on your site and follow that up with a contract. That advice was huge in changing my thinking. I also like your goal of closing in a certain number of meetings (don’t want to share the number, unless you’re OK with it).

  • Eleanor Pierce StickyBranding If they work on the customer, then I am all for them 🙂

  • Eleanor Pierce StickyBranding Dog groomers are a close second.

  • ginidietrich StickyBranding I’m pretty unique.

  • Eleanor Pierce here’s one of my local faves (insert HEAVY SARCASM FONT here).

  • Bob Schrichte Eleanor Pierce StickyBranding Oh, good call.

  • Bob Schrichte Eleanor Pierce StickyBranding Did you see the bar here that posted, “We like our beer like our abuse…domestic.”?

  • biggreenpen Eleanor Pierce Not to mention too vs. to

  • StickyBranding Eleanor Pierce ginidietrich Oh, PUH-lease!!!

  • belllindsay Smiling and nodding.

  • ginidietrich biggreenpen Eleanor Pierce precisely…

  • belllindsay I focus on what moves the sales needle first. I call the big priorities the 3Vs:

    Volume: generating engagement and inquiries
    Velocity: improving understanding and accelerating the sales process
    Value: creating competitive immunity and and improving profitability

    Focus on one of the Vs at a time. What does your business need for the next year?

  • StickyBranding ginidietrich oh crap “the pen doesn’t sell” — I may have to rebrand!

  • ginidietrich Bob Schrichte Eleanor Pierce StickyBranding brutal!

  • biggreenpen LOL!!!!

  • biggreenpen ginidietrich Eleanor Pierce Wow.

  • ginidietrich Bob Schrichte Eleanor Pierce StickyBranding OMG no. I know a bar in Spokane, Wash., got shut down for selling “Date Grape Koolaid.”

    (And not backing down when people complained)

  • belllindsay biggreenpen ginidietrich Eleanor Pierce Oh, that’s bad. I’d use those scissors to cut out the extra “o”

  • StickyBranding VICTORY!!!!

  • Eleanor Pierce ginidietrich Bob Schrichte StickyBranding that goes into the bad PR camp. That kind of stuff destroys a brand, because it doesn’t honor the customer. This stuff drives me bonkers

  • You have a sales background, what do you think is the biggest disconnect companies often have between sales and marketing?

  • ginidietrich StickyBranding the 2 call close 🙂

  • biggreenpen StickyBranding ginidietrich ha! That’s a line my sales manager used to say. He’d get so mad when sales reps hid behind email and proposals.

    I am all for great copy, but use it where appropriate

  • Another thing I love about your sales process is the win/loss card. Talk about that.

  • StickyBranding Eleanor Pierce ginidietrich Bob Schrichte Do you all have any idea how many hair salons here are named “the Maine Mane” or “Mainly Manes”

  • ginidietrich StickyBranding There are 2 fronts:

    1. a niche market
    2. combining your core services with value add

    consider how you can really serve your customers, and create value. This isn’t a silver bullet. It’s an iterative process to discover how you can really do remarkable work for your clients.

  • belllindsay ginidietrich StickyBranding *cough* Canadian *cough*

  • LauraPetrolino StickyBranding Eleanor Pierce ginidietrich Bob Schrichte Our local shop is called “Everybody’s Hair”- kinda can’t go wrong there! LOL

  • belllindsay LauraPetrolino StickyBranding Eleanor Pierce ginidietrich Bob Schrichte are all the business cards cut outs of combs?

  • LauraPetrolino they treat them as separate entities. Sticky Brands bake marketing into everything they do. Sales and marketing amplify the brand

  • I love your idea of the first call advantage, and I wonder if it flies in the face of popular opinion at the moment about inbound marketing … Can you explain the first call advantage, and then: Do you think you have to focus on one or the other?

  • StickyBranding LauraPetrolino Interestingly enough, a prospect just asked us our approach on baking marketing into everything we do. I think we do a fairly good job, but there is room for improvement (new AD website, cough).

  • ginidietrich I find the best way to test your brand messaging is by using them in real time. Rather than word smith your ideas, get out a try them on customers. The Win/Loss card is a tool to capture how your pitch was received so that you can tweak and refine them as you gather customer insights.

    If anyone is interested, send me an email and I will send a copy of the Win/Loss Card

  • ginidietrich Bob Schrichte Eleanor Pierce StickyBranding In the immortal words of Ron White, you can’t fix stupid.

  • Eleanor Pierce I feel a rant coming on ….

  • StickyBranding Eleanor Pierce YAY! Bring it on!

  • StickyBranding I also really like it for content development. You leave a meeting and immediately write down the questions you were asked. Answers to those questions provide great content!

  • Eleanor Pierce StickyBranding You hit a Jeremy hot bed Ellie!

  • LauraPetrolino Eleanor Pierce StickyBranding I try

  • Eleanor Pierce Creating a first choice advantage has 2 parts:

    1. Placing your brand in the path of search for when people are looking for your expertise
    2. Building and scaling relationships

    You can definitely apply inbound marketing to place your brand in the path of search, provided you don’t use spammy, half-assed, seo-laden, nonsense content.

    Companies that outsource their content are not honoring their brand. Your content is your brand. Treat it with the care you would a customer relationship

  • LauraPetrolino Eleanor Pierce StickyBranding Laura has heard this rant 🙂

  • One of the things I struggle with, as a business owner, is scaling. My name is on the door (dumb, dumb, dumb) so people expect me. And I only have 24 hours like everyone else (working on that). I’ve done all the things you’re supposed to do (hired people smarter than me, introduce the team to prospects immediately, etc.), but I will say that Big Goals and Big Actions really helped me think beyond 2015. Talk about that principle and why it can help an organization grow.

  • ginidietrich StickyBranding yes, you can see the trends of what resonates and what doesn’t. Great idea Gini.

    And from a sales context, you learn the objections so you can address them before they are asked

  • StickyBranding Eleanor Pierce How do you *really* feel, Jeremy…?

  • belllindsay StickyBranding Eleanor Pierce haha, exactly. Give it to us straight, man!

  • StickyBranding We’re so smart!

  • ginidietrich I always wondered how many hours = a Dietrich day….

  • Digital_DRK ginidietrich 87.5

  • ginidietrich Well, you have Mr Arment right? LOL

    Companies that grow and scale have to shed the skin. You have to commit to transform and change, and the real obstacle entrepreneurs face is the team that got you to $5M may not be the team that gets you to $10M.

    To grow through the revenue plateaus requires reinvention, and the Big Goal gives the focus you need to tackle these very hard decisions and changes.

  • Eleanor Pierce belllindsay StickyBranding grrr … stupid seo content

  • ginidietrich StickyBranding I’m just riding along in your wake Gini 🙂

  • (Side note: I just laughed out loud at Carlton dancing in my tweet stream.)

  • StickyBranding ginidietrich Did you discover that with your ‘family company transformation’?

  • belllindsay Digital_DRK ginidietrich AT LEAST 87.5

  • ginidietrich hehe

  • belllindsay Digital_DRK ginidietrich you chose a slow day for that estimate? 🙂

  • belllindsay Digital_DRK ginidietrich I see my supervisor having the same issue (although her name isn’t in the business name).

  • StickyBranding That’s SO HARD. Lots of family businesses struggle with this because they hire people and they become like family. Having to let someone go who you think of as a brother is difficult.

  • belllindsay StickyBranding ginidietrich Absolutely. Rebranding the company was painful. We didn’t go through evolutionary change, it was revolutionary. It hurt our sales. We churned our clients. We churned our staff.

    Rebranding (or reinvention to get to the next level) is not for the faint of heart

  • How did you source the brands featured in your book? Favourites…??

  • biggreenpen It’s so challenging! And I’m very public, which makes it even more difficult.

  • belllindsay YES! Which one was your favorite?!

  • ginidietrich biggreenpen And popular. And good-looking. Basically everyone wants to hang out with you. Maybe start being kind of annoying? Develop an awkward laugh or something?

  • ginidietrich StickyBranding A family business actually thinks a little different. They consider the 3 circle model, which includes


    A person can be in all 3 camps, or just one. The business though is an asset. If you ever lose sight of that you can hurt the business, and as a result the family and wealth.

    Family does not make you the lucky sperm who gets a job

  • ginidietrich belllindsay Are you guys intentionally arguing about spelling? (aboot?)

  • You interviewed a lot of business owners running successful brands. Did you find there were any personality traits that seemed to be consistent for all that were successful?

  • Eleanor Pierce ginidietrich biggreenpen Laura can help you with that. #BOOM!!!!

  • belllindsay Eleanor Pierce ginidietrich biggreenpen OH NO SHE DIDN”T

  • ginidietrich biggreenpen but that’s also your asset. Your strengths come with 2 sides. Your fans root for you like none other.

  • Eleanor Pierce Look at you gunning for a raise!

  • StickyBranding ginidietrich That is VERY interesting!!

  • StickyBranding Well, that’s nice. Thank you for saying so.

  • Eleanor Pierce belllindsay No! I want to know (because we are featured).

  • LauraPetrolino And his favorite!

  • belllindsay I asked me community for brands they admired, and they introduced me to hundreds of businesses. I didn’t want to know how the big companies did it. I wanted to know about local, small companies … like Arment Dietrich.

    “I don’t have a favorite. I love all my children equally”

  • ginidietrich LauraPetrolino Stop asking my question, Gini!!

  • You say in the book that “tilting the odds requires sacrifice.” First, what do you mean? Second, How do you figure out what to sacrifice?

  • belllindsay ginidietrich LauraPetrolino Gini always steals the good questions! But obviously WE were his favorite!

  • StickyBranding Every mother knows *that’s* a load of crap. LOL

  • StickyBranding belllindsay Rude. You could at least pretend since you’re on our blog and all.

  • ginidietrich belllindsay I had a battle royale with the publisher on spelling. It was Chicago Style Guide or I walk. Oh the battles I face .. stupid Canadian spelling

  • ginidietrich StickyBranding belllindsay Hah! You’re saying it for me 🙂

  • ginidietrich StickyBranding belllindsay We are his favorite. That’s obvious, I can totally read between the lines!

  • LauraPetrolino ginidietrich StickyBranding belllindsay I feel like I”m having a conversation with my grandmother.

  • belllindsay StickyBranding I received media training from LauraPetrolino on how to handle this question

  • LauraPetrolino belllindsay ginidietrich #shallowfigurehead

  • ginidietrich LauraPetrolino StickyBranding belllindsay LOL!

  • StickyBranding ginidietrich belllindsay I understand. I just got in a MAJOR Facebook debate about one or two spaces after a period.

  • Eleanor Pierce You can’t be all things to all people, so to grow a brand you have to be deliberate on who you serve and why.

    Companies that go through a rebranding or reposition often face Sales Purgatory. This is a period where you have to rebuild relationships and demonstrate your strength, and it can be very costly.

    I am sure Arment Dietrich has gone through these cycles as you have reinvented the business to be able to scale.

  • Were any of the companies shocked that you approached them? Like “Huh? Us? Are we really that great??” Or were they all hard-core strategic marketers?

  • Eleanor Pierce StickyBranding ginidietrich belllindsay One.

  • belllindsay I don’t know if any where shocked, but many were flattered. I was genuinely curious to learn from a wide range of companies.

    And I sought out Gini, because I am such a fan of Spin Sucks and how you use content to grow your brand.

  • StickyBranding belllindsay That’s right! Now we’re talking!

  • ginidietrich Eleanor Pierce StickyBranding belllindsay Right. There is no other acceptable answer. 
    The real heart of the debate was the people saying “who cares?” ME. I CARE.

  • StickyBranding Eleanor Pierce We’re thinking about sacrificing Laura next.

  • Eleanor Pierce StickyBranding *Phew*!!!

  • Eleanor Pierce StickyBranding There are always sacrificial lambs in branding … that’s my next book 🙂

  • One of the messages in the book is “be everywhere.” I remember soulati saying to me once, “Holy cow, girl! You are everywhere!” and I thought, “Uh…I didn’t think we were doing enough.” How does a brand know when it’s working?

  • belllindsay Eleanor Pierce StickyBranding Um…hello, I can hear you! I’m right here!

  • Eleanor Pierce ginidietrich StickyBranding belllindsay I CARE, TOO!

  • ginidietrich Eleanor Pierce StickyBranding belllindsay That’s one reason I <3 you.

  • ginidietrich LauraPetrolino belllindsay Gini is my favorite. (I feel like a huge weight has come off my shoulders for saying that.)

  • ginidietrich Eleanor Pierce StickyBranding belllindsay (The paychecks help, too.)

  • StickyBranding ginidietrich LauraPetrolino belllindsay Oh boi. #DogBitesMan

  • StickyBranding ginidietrich LauraPetrolino belllindsay See? She’s too popular for her own good.

  • StickyBranding ginidietrich LauraPetrolino belllindsay YAY!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

  • LauraPetrolino belllindsay Eleanor Pierce StickyBranding Oh heeeeeeeeey Laura …. we were just sharpening sticks over here for … marshmallows! We’re gonna roast marshmallows.

  • StickyBranding Eleanor Pierce  Start-ups don’t have a brand (per say) so their goal would be more of creating a presence and then growing their brand. Due to resource constraints they have no choice but to outsource to meet those requirements.   I am an “outsource” for a fledgling brand right now in that situation.

  • ginidietrich soulati when the phone is ringing with customers … to quote a smart lady *cough* GIni *cough* “Marketing creates the condition for a sale to happen.”

  • Eleanor Pierce LauraPetrolino belllindsay StickyBranding HAHAHAHA!!

  • StickyBranding Wow. She does sound smart.

  • During our Inside PR chat yesterday, we broached an interesting topic. It seems like companies are no longer built to last, but built to experiment, innovate, and then sell. What do you think?

  • Biggest mistake you see happening in marketing today?

  • belllindsay Biggest mistake you see *us* making in marketing?

  • Digital_DRK StickyBranding Eleanor Pierce Great point.

    How do you work with your client to speak in their voice and draw out their personality? That to me is the trick. And the challenge sometimes is clients don’t provide enough budget to create this level of content.

  • ginidietrich belllindsay No. Biggest mistake people are making in marketing today.

  • I love the story of Central Group because of the way they’ve innovated and scaled around their customer. I think that’s something a lot of brands want to do “in theory,” but have a hard time putting into action. What do you think helped them make it a reality?

  • belllindsay AND my question!

  • ginidietrich belllindsay LINDSAY SAID NO GINI

  • ginidietrich HA! Oh, I thought you were trying to clarify MY questions!!! LOL

  • Eleanor Pierce ginidietrich belllindsay I AM THE BOSS

  • ginidietrich Steve Jobs has a great quote on this. The hard work is building a legacy. And that’s what branding is all about. Built to sale doesn’t allow the brand to form

  • StickyBranding Totally, totally agree. And I think many of the business owners today (particularly Gen X and younger) don’t have the patience to build it.

  • belllindsay losing sight of the customer. There are so many things you can do in marketing now. The challenge is finding the activities and programs your customers value, and avoiding everything else

  • What’s the best way for brands to overcome indifference?

  • LauraPetrolino There were 2 parts. One, they faced a crisis. To survive they had to reinvent. That made them very receptive to trying new things. Two, they had a culture of experimentation and listening. When a client expressed interest in an innovation they dove on it, and owned it. They were receptive, and that opened a lot of opportunities

  • StickyBranding What about B2B?

  • Eleanor Pierce stop being professional. If all the big guys are blue, be pink.

  • StickyBranding Eleanor Pierce I think that budget constraint is referred to as “Intern Budget”

  • ginidietrich StickyBranding It’s too bad. To me that’s not being an entrepreneur. That’s being a venture capitalist

  • StickyBranding Eleanor Pierce OMG. “Stop being professional.” The biggest criticism we have is the word “sucks” isn’t professional.

  • Digital_DRK StickyBranding Eleanor Pierce love it. 🙂

  • ginidietrich StickyBranding Eleanor Pierce WOOHOO More swears!!!

  • ginidietrich StickyBranding Eleanor Pierce then tell them to “Suck it!”

  • StickyBranding ginidietrich Eleanor Pierce LOL

  • StickyBranding ginidietrich Eleanor Pierce I see what you did just there.

  • belllindsay StickyBranding ginidietrich Eleanor Pierce I am waiting for my wrists to be slapped

  • I have some thoughts on commodity businesses and how they can get out of that trap. I know you do, too. Which leads me to this…how do you get a business leader to change their mentality from, “We have to compete as a commodity business” to “We can charge a premium.”?

  • Why do you live in the suburbs?

  • belllindsay LOL

  • Eleanor Pierce StickyBranding ginidietrich LauraPetrolino belllindsay Sticky Brands are passionate and overzealous. Gini and the Spin Sucks unwavering charisma make Arment Dietrich stand head and shoulders above its peers

  • ginidietrich You and your big words.

  • belllindsay ginidietrich Which one? Trap?

  • belllindsay I lived downtown for 8 years, and commuted to the suburbs. It was crushing my soul so we moved. Then we sold the family business 2 years later, and I am stuck here 🙁

    Please buy my book. I want to live near Lindsay

  • ginidietrich belllindsay it’s a “big word” romp today apparently

  • StickyBranding belllindsay HAHAHAHHAAHAHA!!!

  • belllindsay Fewer naked guys walking down the street?

  • StickyBranding Oh. Trust me. You don’t. LOL

  • ginidietrich they have to choose to change. I have learned that a CEO has to have “branding on the brain” before they are willing to challenge convention. Selling on price is the easy option. You have to choose to change

  • StickyBranding belllindsay The best people live around “Yonge and SummerHill”   – just saying…

  • StickyBranding are you familiar with the book “Made to Stick” by Dan and Chip Heath? If yes, curious to know if there are similarities between how individuals can communicate “sticky” ideas and how brands can do the same?

  • Digital_DRK StickyBranding Stinkin’ rich people!!!

  • What was the hardest part about writing this book?

  • kevinanselmo StickyBranding I have read Made to Stick, and love it. It’s a great idea. There are similarities in how you leverage networks and people to spread ideas. Made to Stick is a great tactic for Sticky Brands … round about answer, sorry

  • LauraPetrolino writing the book 🙂

  • belllindsay Digital_DRK  I didn’t say “Rosedale”….

  • StickyBranding LauraPetrolino HAHAHAHA! Good answer!

  • Eleanor Pierce belllindsay I lived at Yonge and College before. That’s where the naked guys came to work during the day 🙂

  • LauraPetrolino StickyBranding it was 9 months and grueling. I never knew how challenging the process would be. But I am so glad I did it. Seeing the reviews and the impact makes it all worthwhile

  • StickyBranding Eleanor Pierce He’s not lying.

  • StickyBranding LauraPetrolino Someone said 1% inspiration – 99% perspiration

  • OK, which of the 12.5 principles is your favorite? (NOT favourite)

  • Bob Schrichte StickyBranding LauraPetrolino That sounds like my marriage.

  • StickyBranding LauraPetrolino Sounds familiar …

  • Bob Schrichte StickyBranding LauraPetrolino My description of book writing Bob is imaging cram night in school, and replicate that 6 days a week for 9 months

  • Eleanor Pierce OMG! Did you just put a “U” in your favorite? TOO MUCH CANADIAN!

  • belllindsay Bob Schrichte StickyBranding LauraPetrolino we may have to talk about your life off line Lindsay 🙂

  • StickyBranding belllindsay Bob Schrichte LauraPetrolino Whooops! Should have said my *first* marriage. LOL

  • StickyBranding belllindsay Bob Schrichte LauraPetrolino In addition to branding advice, Jeremy also offers counseling services. Little known fact.

  • Now I really am off to my resiliency webinar. I am sure this one will remain my favourite. 😉

  • LauraPetrolino Eleanor Pierce my favorite chapter (No U’s) is 12, Big Goals and Bold Actions. But the most important from a branding context is 1, Simple Clarity.

  • biggreenpen FAVORITE

  • biggreenpen LOL!!

  • biggreenpen woo hoo!

  • StickyBranding LauraPetrolino Eleanor Pierce 12 was my favorite, too.

  • StickyBranding biggreenpen ZED ZED ZED!

  • StickyBranding LauraPetrolino Eleanor Pierce OK. Now I know which to re-read.

  • biggreenpen OMG!

  • Alright, boys and girls. We have only four minutes remaining. You may ask your obnoxious questions now.

  • ginidietrich OH. We were supposed to wait on those? Sorry.

  • Eleanor Pierce StickyBranding LauraPetrolino The book is written in a modular format. It’s designed so you can read what’s topical or needed, and focus on your priorities.
    Once you’ve gotten what you need, post a review on Amazon 🙂

  • Eleanor Pierce ginidietrich I didn’t get that memo either.

  • What types of things did you guys do together to have such a successful launch of the book?

  • kevinanselmo Can Kevin automatically with the prize??? 😉

  • belllindsay kevinanselmo would only be logical, no?

  • kevinanselmo 😀

  • kevinanselmo step 1: I hired Arment Dietrich. The rest is hard work, a lot of planning, and following the principles in the book.

  • StickyBranding  Can you give one example?

  • Thanks for this, Jeremy, t’was fun!!

  • Thank you Jeremy!

  • kevinanselmo StickyBranding the Launch Team was a huge part of the book’s success. We recruited 150 people world wide from my LinkedIn Group, and asked them to read the book and post reviews. They have been amazing. We have 20 reviews on Amazon, and they have been unbelievable at getting the word out.

  • kevinanselmo StickyBranding Jeremy already had a LinkedIn group of about 30,000 people. We used that to build community and strong brand ambassador program. That was pretty essential to his selling out on day one.

  • belllindsay Yay! I think Jeremy’s one of our faster typists, too.

  • Digital_DRK Thanks for joining in Darryl. It was fun!

  • Digital_DRK Wish I could hear you say that, instead of reading it. #loveyouraccent

  • Eleanor Pierce belllindsay I am panting

  • Eleanor Pierce belllindsay I think so, too! He kept up quite well.

  • Always good to learn. Thanks.

  • ginidietrich StickyBranding interesting – thanks for sharing.

  • Bob Schrichte Thanks for hanging out with us, Bob!

  • kevinanselmo ginidietrich StickyBranding happy to chat offline Kevin. The launch program was very comprehensive. Feel free to reach out to me anytime

  • ginidietrich  [blush]

  • ginidietrich Bob Schrichte Thanks Bob!

  • ginidietrich Bob Schrichte I shall return. Hmmm, that has a nice ring to it.

  • StickyBranding that’s a very kind offer! Thanks very much.

  • 261 comments in 1 hour. That’s kinda cool!

  • StickyBranding Vanity metric….will it drive sales? 😉

  • Digital_DRK StickyBranding I don’t know. Did you buy a book? 🙂

  • StickyBranding lol…..I’ll let you know 😉

  • Digital_DRK StickyBranding send your receipt to and I will send you a copy of the Sticky Branding Workbook. It’s a companion guide for the book, and offers additional tools and resources to use along with the exercises at the end of each Principle. The offer is both good for hardcopies and ebooks until Jan 31

  • belllindsay StickyBranding B2B has the same issue. Being purposeful and deliberate on where you focus your marketing is essential to stand out.

  • So sorry I missed this. Would you believe I was consulting with a branding strategist on behalf of a client at the time? 😉 This is going on my 2015 reading list.

  • EdenSpodek the irony 🙂 Feel free to reach out to me any time Eden. Always happy to chat.

  • StickyBranding Thanks! I bought the eBook. I didn’t expect the Kindle version to be on sale. You’re practically giving it away on Amazon today – .com and .ca. In this case, we’ve already been working with someone. I’ll definitely keep you in mind for future too.

  • EdenSpodek StickyBranding we created the ebook promo, because the demand was so high. The hardcopies sold out on the first day. (My publisher and the booksellers underestimated the power of a Sticky Brand.) The hardcopies will be shipping again by end of week, but I wanted to reward the community for their support. The $1.99 promo is available until Feb 16, and then it goes back up to $10.99.

    Send your receipt to, and I will send you the Sticky Branding Workbook.

  • StickyBranding EdenSpodek I bought the e-book as well. Even with the decline of the loony today this is very good deal!  Thanks Jeremy.

  • Darryl Robinson-Keys

    It was so good I bought the e-book (on sale for only $1.99) !!!!

  • StickyBranding

    ginidietrich I was asked this week if you paid to be featured in my book 🙂

  • Arment Dietrich, Inc.

    That Jeremy really is a master salesman! ^ep

  • Digital_DRK StickyBranding EdenSpodek not my fault you invested all your money in Puffin Eggs Darryl!

  • aimeelwest

    StickyBranding ginidietrich Family Business are facinating to study. 

    It always amazes me how some last for multiple generations and some only last a few genearations or sometimes only one.

  • StickyBranding ginidietrich bummed I missed this as I scroll through I could add so much to every thread. I just will say this question from Gini and the one about favorite module (simple clarity) run together.
    So few businesses know what their real core competency is, who their real competitors are, or what their real market size is. I see that every day when reading all the flights of fancy with social media.

    You can’t begin to pursue a value added sales model until you know those things.

  • ginidietrich StickyBranding belllindsay local and small!

  • ginidietrich belllindsay Digital_DRK 40hrs are for her daily mani-pedi?

  • Howie Goldfarb StickyBranding ginidietrich Thanks Howie!

    One quick spin on this. a small business may not know their core competency, but still be able to grow a brand. The desire to discover it and the effort to do so helps shape the brand. Often times companies have to thrash around to find their place in the market. It’s hard and painful, but it’s the first step to growing a Sticky Brand.

  • aimeelwest StickyBranding ginidietrich Half of the companies I featured in “Sticky Branding” are family businesses. I found a disproportionate amount of success mid-market brands are family businesses.

    Family Businesses do have their issues, and I can say that with first hand experience, but they also have a unique competitive advantage — especially in terms of growing Sticky Brands. They are built for succession, not for sale. This means the brand has a long runway to evolve, grow, and build a heritage

  • StickyBranding Smart marketing. 🙂 Thanks, can’t wait and will do.

  • Howie Goldfarb Just wait till you’ve seen my re-branding of  the Canadian Loonie to the Puffin, you’ll be trading US$ for Poonies….

  • Howie Goldfarb  Bitcoin will bite the dust after I release my Puffincoin…..

  • jogosdofriv42

    This is a great article. It gave me a lot of useful information. thank you very much. | |,

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