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Brand Conversation with John Antonios

by Mohammed on July 13, 2010

Today, I spoke with John Antonios, John is a marketeer by profession and by passion. After several years of experience in brand management, he decided to finally launch his own marketing consulting company. John’s experience has taught him a great deal about people, brands, management, & trust which are clearly reflected in his professional blog. Passionate about Social Media, he decided to pursue further studies and readings within the field. Now he focuses on building brands (be it corporate or personal) via social media.

You can connect with John via @Twitter | Facebook | LinkedIn

Mohammed: Branding for INDIVIDUAL or COMPANY? Where to start on the branding? On oneself (particularly if you have credibility from your profession, such as a Doctor) or on ones company name? Can you do both or does that detract from the little bit of social media mileage that can be created at the start?

John: I will have to favor individual/personal branding over company branding. Each of us has their own unique brand – their own set of values. Personal branding is all about communicating your brand, in other words delivering on your promise of value. Personal Branding is not only catered to those with currently established credibility; in fact, each one of us should promote their PB, their DNA – students, employees, employers, tycoons, rich, poor, young, old … After 10 years of employment, I recently decided to start my own marketing consultancy – my number one objective was not to promote my newly established company, but to build my personal brand and establish a certain level of trust and credibility. This in turn, helped me sell my services, because i had earned the right to do so – i was part of that circle of trust! Only now can i start promoting my business!

I am one with my brand! My work has to reflect my brand! My company has to reflect my brand values! credibility & synergy go hand in hand when it comes to successful branding!

Mohammed: Companies are spending fortunes every year on marketing, advertising and PR to establish and promote their brands, few of them becomes WOM, what do you think are the main reasons?

John: Establishing Word-of-Mouth (WOM) fame is not a direct result of the marketing activities – the latter are simply communication vehicles. WOM is about earned attention – be it negative or positive! So how do you earn people’s attention? In my humble opinion, this is the question companies need to be asking themselves prior to spending exuberant amounts on useless media. With so much competition out there, how does a brand stand out from the crowd? The answer lies in the perceived value!  Bombarded by millions of marketing messages on a daily basis, people don’t really have time to talk about all of them, they will only relay information that they deem as valuable.

I would also like to note that doing everything is not that same as doing the right thing – so engaging in all sorts of media vehicles to promote your product/service does not guarantee WOM status, it can actually back fire! It’s not an off-the-shelf solution that you can buy, a successful marketing strategy requires a thorough understanding of the brand and the intended participants!

Mohammed: In What Are They “Not” Teaching You?, you offered students, professors, and colleges a proposal to develop a 3-course module that gives an overall roundup of social media. How do you think adapting such as modules will change the eduction? and do you think everyone is forced to be Gen Y soon?

John: Thanks for asking this question Mohammed. I think social media is no longer an option. More and more attention is going towards online activities versus traditional media. In regions like North America, Autralia, and Europe,  where the internet penetration rate is over 76%, 60%, and 53% respectively, i think it would be unwise not to consider the Internet and more specifically Social Media as a main axes of communication. Therefore, being educated about social media is vital for the success of the new managers in the making. I would like to stress that this course suggestion is not intended for marketing students only, i am recommending it as a core module in any major and that is because each one of us, as relayed in my answer to your first question, has a personal brand, and social media is a great tool to communicate it.

I want to stress on something Mohammed, to avoid being misinterpreted, I’m not saying that social media is a magic pill that solves everything – but i am certainly saying that is an indispensable one!  I think 1.8 billion already are, that’s roughly around 27% of the world – i think it’s only a matter of time!

Do you believe that everyone is a marketer? I believe everyone has to be a marketer, and everyone can be one, but unfortunately not everyone is! As mentioned earlier, we all need to market our personal brand, so in a way, we all need to grow that marketer that lies within us!

Brand Word: My parting words to all your readers Mohammed are in fact from a post I wrote re Personal Branding – dare to be different, don’t plagiarize your identity! Don’t succumb to the reality that was imposed on you by your society/company/family, create your own! Find your DNA – mine is Passionate, Creative, & Dedicated – what does your say!

Spotlight: If you would allow me Mohammed, I would like to use this opportunity to simply thank you for the great work you’re doing. Your Personal Brand is one to admire and I hope your readers understand the importance of your work.

I’m always reading something new, but i would highly recommend that for those of you who haven’t do so yet, pick up a copy of the following books: Linchpin by Seth Godin and Crush It by Gary Vaynerchuk and let them inspire you on unleashing your personal brand!

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{ 7 comments… read them below or add one }

1 Melissa Cooley
Twitter: TheJobQuest
July 19, 2010 at 3:20 AM

“With so much competition out there, how does a brand stand out from the crowd? The answer lies in the perceived value!”

I agree with your statement wholeheartedly, John. People have a limited amount of time to process all the information available, and it becomes a matter of the audience paying the most attention to what appears to give them the “biggest bang for their buck.”

This sentiment also applies well in terms of personal branding. Someone seeking to advance his/her career needs to make sure the audience being targeted understands the attributes this person brings. Those who can articulate their attributes most clearly will be the ones chosen again and again.

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2 John Antonios
Twitter: johnantonios
July 19, 2010 at 6:20 PM

Melissa thanks for sharing your thoughts. I would like to highlight something you said in your reply, that i think needs to be addressed in more details.

Those who can articulate their attributes most clearly will be the ones chosen again and again.  

Articulating one’s attributes – this is of utmost importance. However, people tend to misinterpret that statement and think it refers to boasting about the different merits and degrees they have – which brings us back to what you’d find on a CV – ie useless info that tell me nothing about the person. When we articulate our attributes, we do so by giving from ourselves not talking about ourselves! This is a distinction can make you or break you!
John Antonios´s last blog post ..Monetize Your blog- Don’t Commercialize it!

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3 UGGS UK July 20, 2010 at 6:08 AM

Those who can articulate their attributes most clearly will be the ones chosen again and again.

dsgtfjh

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4 luay Rahil
Twitter: luayrahil
July 28, 2010 at 3:48 PM

Who do you think is the most influential person in social media at this time?
luay Rahil´s last blog post ..Caring is sharing

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5 John Antonios
Twitter: johnantonios
July 29, 2010 at 2:47 PM

Dear Luay,
First off, let me start by thanking for taking time to not only read the interview but also leave your feedback.
To answer your question, personally, i think there are several people who inspire me in the social media realm. Seth Godin to a radical marketing genius who inspires change, Dan Schawbel is a personal branding leader who stands true to his brand, Gary Vaynerchuk is an exceptional entrepreneur who’s not afraid to keep giving … to name a few! What these people have in common is a well defined brand and they stick to it! They are not worried about being loved by everyone, a real brand can never cater to everyone! It’s such commitment and dedication that inspires me!

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6 new sports cars September 5, 2011 at 12:29 PM

Regards for sharing Brand Conversation with John Antonios with us keep update bro love your article about Brand Conversation with John Antonios .

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7 new toms June 7, 2013 at 7:30 PM

Hi, I wish for to subscribe for this blog Brand Conversation with John Antonios to get latest updates, so where can i do it please assist.

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