Rain- Thats been the prevailing climate here in New York for what feels like aan eternity! Since when did Seattle and New York have a swap that I wasn’t made aware of ?

As rain was the lead subject of discussion for most of us Northeasterners the beginning of the Summer, it brings to mind a seminar on Branding I learned from Dr. Benjamin Mack which co-incidentally he entitled How to Be a Rainmaker.

In this and subsequent articles I am going to try and cover the major partsof the seminarwhich included: 1) How to Make the Lightning, 2) How to keep the lightning striking and 3) How to Bottle your Lightning.

For those of you not aware of Dr. Ben Mack, he is among the principal authorities on Branding today in the USA. He has been employed at over 14 diverse Ad agencies over his memorable professional undertakings and held position of Vice President for Brand strategy for a very large corporation.

Basically what that meant was he was a head strategist in charge of a ” Billion dollar account (yes, I said ” BILLION or 500 Million dollar account!). Do you think he knows what he is talking about? I certainly do, and not only has he performed magic for the companies he worked for, he is also a Professional Magician who at age 19 was the youngest recepient of the Award of Merit given by the Academy of Magical Arts.

So, what is a Rainmaker and why do we want to turn out to be one? a Rainmaker, aside from the apparent implication of an indian medicine man or shaman who uses his “magic” bring about a good harvest, is an individual with extraordinary talent to attract customers, use political connections and increase profits. However, with the rain also follows the the lightning! I will expand more later.

The primary function as a marketer is to “up sell” others’ understanding of reality. In Benjamin Macks book entitled “Think Two Products Ahead” he gets into the whole concept of how practical branding can only happen when businesses (large or small) think two products ahead instead of the current time frame and for these companies to put together thriving affiliations with their client or customers through their Brand. The section in the book where Ben Mack discusses the process of developing your Legend Platform is worth it’s weight in gold!

Your “Brand” (the one called YOU!) is formulated around the concept of a “legend” or story and in the log run get stronger with the passing time. These tales are acceptable to be conflicting to each other. So, if you had to choose what type of story you would use to allow your business sparkle like a diamond (you are reading articles like these to do so correct?) why not have them be legends. How else will you become “Legendary” in your chosen field without them?

Look out for the next article in the “Rainmaker and Branding” series coming soon to a blog, e-zine or website near you!

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