February 11, 2010
Branding Lessons Learned in Childhood
Long before Branding was recognized as crucial to continued success, retention and referrals, my Dad, known as “Charlie” to all who knew him well, was practicing the best branding techniques and in turn I was learning. He didn’t even realize he was teaching me. Here is how Charlie and Count Artell, the magician, did it:
- Basically believed everything and everyone was “all good”
Vaguely remember hearing him talking on phone with either agents or customers recommending his competition if he thought his act would not suit the audience as well. He never understood about nationalities either….if you asked him his background, he would say he was an American.
- Reduce pricing, undersell, underquote a colleague
Also, overheard him many times being asked to “underquote” a colleague….he just would not do it. Just wasn’t fair to him.
- Code of Ethics
I am sure everyone knows the “Magician’s Code” and believe me, growing up we took it very seriously. Kindof the right thing to do. Growing up I traveled with my Dad to all the conventions and most of his shows. He and I were buddies. I learned early on in my youth that holding true to an ethical standard was truly rewarding. Building TRUST resulted in respect…..and let me tell you Charlie was extremely respected.
- Customer Service
No matter what….the show must go on. Count Artell was always polite, upbeat, gave of himself and truly enjoyed pleasing all that came to see him. Backstage we would only know that he had a cold, or his back was bothering him or we just came through a raging snowstorm….he never transferred his woes on anyone must less his customer.
- Personal Image
As he got older, he started to get arthritis in his hands and couldn’t do card manipulation as well as he used to. Instead of dwelling on the negative, he tailored his act with tricks that appealed to his audience just as well because his business (magic) was never about him but about his “customer” (audience).
Bottom Line: We are impacting our youth with everything we do and say. They may seem as though they are engaged in listening to something else or not listening at all but the fact is they are better at multi-tasking than we ever were. When I started my own business five years ago, I just knew what my standards would be as a business person but I recently realized, I learned everything from Charlie, Count Artell and my Dad. In the end he got Alzheimer’s and didn’t even remember he was a magician but he knew me, “D”, and he provided me with guidance, high standards, caring, accepting, right thing to do and marketing savvy that only a magician can.