• WHITE PAPERS by BLEU STOCKINGS

  
  A Booklist for Bleu Stockings
  by Branding Salon
  
  What is a Brand?
  by Rachel Cost
  

Client ShopJeNeSaisQuoi featured in Huffington Post

Posted on | March 13, 2010 | No Comments

Kudos to client shopjenesaiquoi.com e-boutique, featured in the Huffington Post this week as one of the new names in fashion, building their brand with their personal passion and online savvy.

March 12, 2010 Letter from Paris: Celebs Are Out, The Fringe Is In.

http://ow.ly/1jzxH

“These designing entrepreneurs are not just creating their own brands, they’re also inventing in the fashion industry what we’re seeing in other parts of the culture in 2010, and what we’re going to see more and more of in this 21st Century: people creating themselves, their lives, and their passions with artisanal attention to detail. People going small to become big on just about every level you can think of. ”

“How did these women get together? Twitter central. From Je Ne Sais Quoi’s Marketing and Communication Executive Lindsey Tramuta:
All of these relationships got off the ground because of twitter. We began reading Mademoiselle à Paris before following her tweets, but twitter offered us the opportunity to dialogue with her and to eventually exchange private messages. We met Nathalie Sevikian through Mademoiselle and were excited to participate in the event with her. Our partnership with Owen&Savary stems from our mutual friend Little Miss Cupcake who suggested we check out the launch of their leather cuff line. All of these connections are because of twitter. I guess you could say we’re Web 2.0 kind of girls! ”

http://ow.ly/1jzxH

Top 4 Web Optimizing Process Tips

Posted on | January 25, 2010 | No Comments

To make the most of your investment in a Web site, social media and online marketing, we have developed a process you can follow to grow your business on and offline, using the tools the Web site and your social profiles provide you with.

1. Use Google Analytics to extract important information about your audience and the market.
   Look at your Web site traffic via Google Analytics at least once monthly. 
Check the keywords people are using to find your Web site. Are there words that indicate potential new marketing opportunities? 
Example: Perhaps there is a rise in interest suddenly in the purity of makeup ingredients.
2. Apply what you learn.
   Example: post a blog about the quality of ingredients you use and why. Make sure you extract a catch phrase or a few tips from the blog post and share them on Facebook, which sends a link to your blog post out as a Tweet at the same time.
3. Watch Analytics for the response to your blog or messaging.
   Was there a rise in visitors?
4. Did they use new keywords that led to you because of your post?
5. Re-apply what you have further learned.
   Perhaps a topic generates a lot of interest; then focus on that topic with a special offer or a series of informational blogs.

This is the 1-2-3-4 Web optimizing process that can be applied over and over to grow your audience.
The more you learn about what your visitors respond to, the stronger and clearer you can craft your message. The more you are aware of what is being talked about in your community, the more relevant you can be, developing your visibility as an expert in your field.

Get in touch if you would have questions or would like to work with us. We can help you to strategically manage Internet marketing today. We guide you every step of the way on the path to creating a compelling online presence.

How to Craft a Compelling Vision Statement

Posted on | November 23, 2009 | No Comments

Is your company or organization struggling to define itself amidst a sea of competitors? If so, you need more than just a few improvements to your product or service. Incremental improvements might put you temporarily ahead of the competition, but why not totally change the game?

Establishing a compelling vision statement is the first step to changing the game. A compelling vision statement defines the new rules for success and motivates employees, investors and customers by setting a big goal. Big goals make people feel like they are part of something larger than themselves, which is a powerful motivator for positive change.

“If you want to be happy, set a goal that commands your thoughts, liberates your energy, and inspires your hopes.”
— Andrew Carnegie

How can we set the kind of goal that Carnegie refers to here? Start with thinking about what makes your organization truly unique. Then take that list of unique qualities and scan the horizon of the marketplace to look for resonating trends in consumer behavior. What can your organization provide that would uniquely serve the desires of your market?

After you’ve thought about these things, start putting your ideas into writing.

Here are some writing guidelines I tend to follow:

1. Use key words that evoke an emotional response. These could be words that have double meanings, or layered connotations.

2. Make sure all the words add up to one clear vision. Avoid using multiple key words just because they sound good, or you can’t decide which one is more important. When words compete with one another, they render the vision hazy, and leave the reader confused. Instead, if you want to embody two concepts, look for what they have in common. Then find a word that rises above both and is more inclusive, and possibly represents the more important concept.

3. Search for a vision that overthrows common thinking, or wrong-thinking in your industry. Turn a commonly held belief on its head. Becoming the evangelist for this change can become a great source of mission, motivation, not to mention differentiation.

3. Craft a vision statement that leads naturally into operational changes, or gives you a clear picture of what kind of changes would be required by your organization in order to meet the vision. If the vision statement does not inspire change, rethink the vision….it may lack a compelling edge.

4. Think BIG. Nothing excites and inspires like a big goal. Hamel & Prahalad stated in Competing for the Future, “At most companies, employees focus on short-term performance, like improving profitability or process. These are important challenges, but people won’t go the extra mile unless they know where they’re going.” In other words, give your people (employees, investor, customers) someplace big and exciting to go, and it will be amazing to watch how quickly they mobilize to get there.

Image: http://www.flickr.com/photos/lunadirimmel/ / CC BY-NC-ND 2.0

Publicity: building on your laurels

Posted on | April 27, 2009 | No Comments

After becoming one of America’s Top Ten Romantic Inns, we are keeping the buzz going at client MacCallum House Inn by launching a fabulous wedding giveaway in 2009. The press release follows.

FOR IMMEDIATE RELEASE April 2009
Media Contact: Jude Lutge, 707.937.3719, email: jude@maccallumhouse.com

MacCALLUM HOUSE, AN AMERICAN HISTORIC INNS’ 2009 TOP TEN ROMANTIC INN, GIVES A $25,000 DREAM WEDDING IN THE COASTAL VILLAGE OF MENDOCINO

MENDOCINO, California . . . Sandy beaches and rugged coastline define this destination wedding location. Misty redwood forests and sweeping headlands cradle a historic artists’ village. At the center of it all sits MacCallum House, built as a wedding present for the town belle in 1882, now a favorite site for weddings, honeymoons and romantic getaways.

Now it’s a lucky couple’s turn to make history!

Enter to Win: Winning the dream wedding is as simple as each couple telling us their story and getting the most votes. Our top 5 couples will be entered into the final drawing. The contest will begin on April 15, 2009, and end no later than March 31, 2010.
Couples can visit our Dream Wedding GiveAway (http://dreamwedding.maccallumhouse.com/) to win this fabulous wedding.

The winning couple will have the wedding they always dreamed of in this queen of Mendocino’s Victorians. Their guests will enjoy the sparkling Pacific Ocean, two acres of gardens, a full-service bar, renowned restaurant and distinctive rooms. The bride and groom can focus on celebrating their special day as an expert staff takes care of every detail. The giveaway includes a wedding coordinator, invitations, ocean-side ceremony, limousine service, custom menu, flowers, cake, photography, DJ, salon hair and makeup, reception, honeymoon suite and three anniversary stays at the Inn.

World-class vendors, who have appeared in such prestigious publications as Martha Stewart Weddings, Brides Magazine and Modern Bride, offer their creative artistry to make this special day unforgettable

Officiate: James Sibbet, Non-Denominational Minister, www.jamessibbet.com
Photography: J.Perlman R. Lutge Photography, www.jperlmanphotography.com
Music: DJ Gerard, email: dgerard@mcn.org
Bridal Hair & Makeup: Amy Wall, www.mendocinobeauty.com
Floral Arrangements: L&R Farms, Rosa Wyglendowski, www.lrfarm.com
Wedding Cake: Sharon Garner, www.ssquaredartproductions.com
Favors: Maria Ryan, Estilo Weddings, www.estiloweddings.com
Letterpress Invitations: Studio Z Mendocino, www.studio-z.com
Ceremony: Matt Rowland Events, www.mattrowlandevents.com

The couple can reserve rooms on the main property for the private pleasure of their guests and keep family and friends close by. A gourmet organic breakfast is included with the rooms. The wedding party will enjoy the exclusive use of two formal dining rooms, each with a river stone fireplace, as well as the Grey Whale Bar with its ocean view sun porch and wrap-around ocean view veranda.

A MacCallum House wedding is enhanced by an exceptional dining experience under the direction of noted Executive Chef Alan Kantor. Kantor and his sous-chef Michael Gordon are both graduates of the Culinary Institute of America. The restaurant showcases regional wines, seafood, meats and produce with an emphasis on organics and quality purveyors.

Optional guided limousine tours take guests on daylong trips to Anderson Valley’s boutique vineyards and wineries. This intimate experience provides an insider’s look at this exciting cool climate appellation known for world-class Pinot Noir, Gewürztraminer and Sauvignon Blanc.

Details and further information can be found at www.maccallumhouse.com.
Press Kit: www.maccallumhouse.com/press
###

Case Study: publicity opportunities, making lemonade…

Posted on | March 26, 2009 | 1 Comment

Branding Salon is selective in their client list because success is built on relationships, like the collaboration between publicist and owner. MacCallum House Inn & Restaurant owner Jed Ayres recently had a light bulb go off when pondering the increasingly dire figures for unemployment in the country – why not give a free night’s lodging to someone recently given a pink slip and bring up some top job recruiters from the San Francisco Bay area for an evening’s seminar at the same time.

He handed the idea over to MacCallum House publicist and BS member Jude Lutge, who immediately saw the potential in this unique idea, which might sound odd at first. She turned that oddity into an asset that garnered publicity as soon as she sent out a press release across the nation. Branding Week’s Robert Klara picked it up and wrote the article below.

California B&B eyeing an unusual target market: the unemployed

Two Creatives Get Hitched

Posted on | March 12, 2009 | 1 Comment

Following my Holiday Proposal in December of 2008 I figured it was time for the sequel!  I have to say marrying another creative has been so much fun! We share a love for vintage and modern style so we had a lot of fun with planning the wedding – from the invitations to all the little details. Michael co-owns ALPHA Multimedia Solutions with his brother. ALPHAspecializes in Web site development and video production.

We started the wedding planning with our invitations. The idea was hatched when I was downtown with friends and wanted to show them the ACE Hotel. I love their urban mix of vintage and modern. I went hunting for ideas for vintage office paraphernalia and my first stop was Office PDX with its great selection of mid-century office items and contemporary office stuff. From there we tossed around ideas and came up with a play on an “Inter-Office Memo” as our wedding theme. We had a lot of laughs putting it all together and included “Personnel Records” with hand- stamped important dates of our first meeting, our first date, engagement and wedding. We also included an executive summary of how we met and a ‘Personal Experience’ section which listed our likes: technology, good food, tennis, vintage office paraphernalia, fireplaces and sleeping late.”

We made the most of the theme by stamping all items to give it a real “old school office feel.” We then put the whole thing in an oversized “Inter-Department Delivery” envelope. You can check this out at our wedding Web site. We were not sure if anyone else would appreciate our unusual wedding invitations but it was quiet well received. A few of our favorite responses are below:

“When Glenn saw the interdepartmental delivery folder, he thought it was your 1099 and so he didn’t open it until he was about to do some tax work. Then voila! it was your very original wedding announcement in multiple pieces, which took him a little longer to figure out. He finally recognized it for what it was and passed on to me several days late without the envelope which I made him go dig out of the trash can. Where did you get that mailer? The whole thing is fabulous and fun!

—Jude Lutge”

“Subject: The best Wedding invite EVER!

Seriously dude, this thing is rad! Who did this and who came up with the
concept?

I was like …HEY, DID I JUST GET SERVED?!

LMAO soo good!

Congrats dude.

—Kris Kanaly”

We were married on February 26, 2009, in Portland, Oregon. We are so grateful to our friends and family who made this day so incredibly memorable and beyond our expectations. 
And special thanks to those of you who did airport runs, hung lights, fixed hair, attached flowers, hosted family and brought presents of food and laughter.

We had a simple courthouse wedding ceremony with only our immediate family and a few of our closest friends. I liked the idea of arriving at the courthouse in a cab and thought it was a great contrast to my formal wedding gown. After the courthouse ceremony we walked through downtown to a great local place called Mother’s Bistro & Bar where we shared a Champagne toast  and headed off to Cannon Beach on the Oregon coast to have a night to ourselves before our wedding reception at home the following evening. The next day what started as a small family and friends get-together turned into a reception with around 60 guests.

In July we are having a big “Company Picnic” for all of our out-of-town friends. We picked a date in July for the big celebration because we want them to see Portland when it is most beautiful.

Once the invitations went out I started look for a wedding dress. I’m from Mendocino, a small, very liberal town in Northern California. It’s a beautiful place right on the coast. My parent were liberal hippies so growing up I didn’t have strong visions of my wedding day or bridal gown. Luckily, I heard about the OR Brides Against Breast Cancer Charity Wedding Gown Sale and found an Atelier diagonal wedding dress at a great price while also helping to support a great organization. 

I decided to take a week off so I could finally focus on the wedding planning. This turned out to be the perfect amount of time to pull all the wedding details together. I was lucky to find the perfect wedding accessories at some of my favorite local North Portland independent boutiques.

I found a beautiful sundial necklace at Flutter on N. Mississippi. I also discovered vintage hair pins that were the perfect compliment to my classic wedding gown. I received so many compliments on the necklace from people who thought it was a family heirloom piece that I emailed the wedding pics to Flutter and thanked them. I then received the loveliest email from the jewelry designer Brehan Todd.

“My Name is Brehan Todd. I am the designer of the sundial necklace you purchased at Flutter and wore for your wedding day. I’m so happy that you chose this piece. It was inspired by an old stone sundial I used to visit in a rose garden park as a child. On spring days there were always wedding parties dancing around the roses. I was hoping a bride would select this piece and I’m so glad it was you. You look beautiful and full of joy! Thanks so much for sharing the lovely photos with me and Cindy at Flutter. I’m a new designer, recently graduated and started my own line of sustainable jewelry and accessories.” Check out her work at www.brehantodd.com and www.brehanclaire.etsy.com”

For the wedding bouquet and boutonniere we went to Ink and Peat. I loved the bouquet with its lovely mix of white roses, andromeda, berzellia, hyacinth and ranuncula. I also sent the wedding photos to Pam at Ink and Peat to thank her and asked if she could feature us on her fabulous housemartin blog. Check out the post “courthouse wedding.”

For dessert we picked out some lovely items from Pix patisserie where they have absolutely amazing decadent desserts. We also setup a smores station by out outdoor stone fire place which turned out to be a big hit with guests.

Because we where hosting the reception ourselves we kept the menu simple – an antipasti platter with an assortment of salamis and artisan cheeses, smoked salmon, baked brie and a Cru’de’ta vegetable platter. Luckily I have some very close friends who helped with all the food prep and setup. (My friends and I affectionately call ourselves the “endearingly neurotic” club.) For libations we had a pony keg of beer from Widmer Brothers Brewery  and Malbec red wine. We also set out a set of vintage alphabet stamps by the beer for guest to make custom drink labels.

For the reception guest book we had decided to use a mid-century Royal typewriter to let guests leave comments. It was so much fun to use and such a change from a laptop keyboard. There is something really satisfying about tapping out words on a typewriter. We found it at Blue Moon Camera and Machine in St. Johns. It’s a great store filled with camera equipment and a great collection of restored typewriters. And Blue Moon offers great small town customer service.  We also found a hidden stash of Polaroid film at Blue Moon, so it was fun to have instant photos which we hung next to the typewritten notes.

We held the wedding reception at our home in North Portland. Our home has a double lot back yard so we rented a tent due to typical rainy weather conditions. We also had a blazing fire in our old stone fireplace and setup a bar under the grape arbor. For the main “office party” in July the weather will be nicer and we are planning on keeping the festivities to a simple rustic wedding with a streamlined menu of roasted pig, a barrel of wine and a keg of beer.

The event was captured by our friend and amazing photographer, Trask Bedortha.

Please visit our wedding gallery on flickr if you want to see more.

http://www.flickr.com/photos/36085435@N07/sets/72157614885744724/

Join the Social Media Cocktail Party – We’re on to our Second Martini!

Posted on | February 13, 2009 | No Comments

So you have your cutest little black dress on and are dressed to the nines…. what now? in the old days we used an old-fashioned landline and, if no one picked up, we left a message after that ubiquitous beeeep!

Well now it’s time to join the cool kids and learn how to stalk your friends (we mean that in the friendliest of ways).

We have to be honest – we were a bit daunted by the whole social media buzz and then we just decided to jump in. We have been collecting and sharing a few of our favorite links with clients so here they are in one place. Thanks to the authors for these great resources.

Cheers!

Shona in Portland and Jude in Mendocino… see you on twitter.

If you need a hand with your strategy (or what to wear), email us at: saloniere@brandingsalon.com

For more info on twitter checkout:

http://www.commoncraft.com/twitter and go to “watch a video.” (The video is made by Common Craft, who make great simple videos in “plain English,” explaining different social networking platforms and all kinds of techy stuff.)
 

twitter SEO Value
www.sitepoint.com/blogs/2009/01/15/twitter-seo/
 

See how many businesses are using twitter for customer service (a key feature for any business). www.twibs.com

Find other Twitter users just like you
justtweetit.com
 

Twitter search engine and directory
www.twellow.com
 

Twitter Guideline
thedigitallife.net

How to set up a facebook company profile page:
business-writing.suite101.com/article.cfm/how_to_use_facebook_pages_for_business
 

Facebook for Small Business and Entrepreneurs

www.flyte.biz/resources/newsletters/08/12-facebook-for-small-business.php

whyfacebook.com/2008/09/25/how-to-create-and-promote-your-facebook-fan-page/

whyfacebook.com/2008/11/25/facebook-groups-vs-facebook-pages-which-is-best/
 

If You Don’t Get Facebook and twitter read this New York Times article
http://lsvp.wordpress.com/2008/09/08/if-you-dont-get-facebook-and-twitter-read-this-ny-times-article/
 

Using Social Media to Build Your Business and your Brand (PDF file)
http://www.socialamerican.com/wp-content/tutorial/SM_Whitepaper.pdf
 

Social Media 101: Learning the Basics
http://www.ladieswholaunch.com/magazine/social-media-101-learning-the-basics/1910
 

Using Social Media to Build Your Business and your Brand
http://www.socialamerican.com/wp-content/tutorial/SM_Whitepaper.pdf
 

Social Media Predictions 2009
http://beingpeterkim.typepad.com/files/Social%20Media%202009.pdf
 

Personal CPM: Quantifying star power on social networks
http://venturebeat.com/2008/03/07/personal-cpm-a-measure-of-influence-and-a-business-model/

Have a Martini and join the social media cocktail party…

Posted on | January 10, 2009 | 1 Comment

Have a Martini and join the social media cocktail party…

“Twitter is like a casual cocktail party”… Rebecca Shapiro, “Portland Ladies Who Launch Leader.”

This is Shona in Portland. I’m a bit of a technology geek and seminar addict.
I’m feeling especially inspired today after an excellent social seminar by Cheryl Jannis of planetpinkngreen.com.

I’m a member of the “Portland Ladies Who Launch” organization which I credit for being my catalyst to making the leap into social media. Initially I was skeptical and thought “social media” and web 2.0 apps were silly and only appropriate for “twenty somethings” and college kids. I have since come full circle and have embraced social media and believe it is essential for entrepreneurs and business owners alike. It builds relationships, keeps me connected and inspired, and allows like-minded communities to support each other and share inspiration and ideas in the spirit of collaboration.

Here are the main take-away points I learned today:

1. A blog post a day keeps the doctor away. If this is intimidating try starting out once a week.

2. Your blog stats are like TV ratings and the more hits you get the better you will do.

3. Check out StumbleUpon, create an account, ask for reviews and be sure to reciprocate. Do not try a “hard sell.” Instead, send a nice note to introduce yourself with a link to your blog and and ask them to review it. Install the browser plug-in and create a profile. “Reviews are tickets and if you have enough tickets you can get on the ferris wheel.” Krista Colvin, “Organize in Style.”

3. You need to join social media groups and blog for your business; it establishes you as an expert in your field.

4. Use an RSS feeder like Google Reader. It’s very easy to set up and let’s you view all your favorite blogs in one place.

Social Media Sites I heart:

1. Twitter
2. Facebook (set up a business account page)
3. Digg
4. ping.fm (feed all your social media from one spot)
5. FriendFeed
6. Flicker (add images)

The bottom line is you need to blog to join the social media stuff and it opens your world to new opportunities!

Now I know what some of you may be wondering: What should I wear to the party? What will I talk about when I’m there? Don’t worry, we’ve got plenty of posts in store to take you step by step to your social debut and beyond.

Looking forward to making new connections and finding inspiration!

You can stalk me at:

Twitter
FaceBook

Seizing Opportunities

Posted on | January 3, 2009 | No Comments

Yesterday a friend extended an impromptu invitation to visit with a prominent Burmese monk she has been hosting at her beautiful villa on the Bali Bukit. “You have to meet him, Rachel. He is really quite amazing.” I realized I must seize the opportunity while available, as he was headed back home the next day, and his schedule seemed to fill up quickly with speaking requests around Bali and other demands on his time and talents. So I grabbed the kids’ swim suits and off we headed to her house.

The monk travels with an entourage: an interpreter, the interpreter’s wife, and one extra guy who always must travel with them, “because he is good luck.” They were all sitting in the living room, in addition to a group of about five family and friends visiting for the holidays. We each took our turn to consult with the monk.

When it was my turn, I went to sit down before him, a bit unsure of what to expect. His interpreter first asked me if I needed the monk to solve a problem, or if I was somehow suffering. I replied that I was not suffering, just waiting. I explained that I had just moved to Bali, and I’d left my very full life behind in the States. So at the moment I was waiting to find out what life in Bali would bring.

The monk asked what day I was born. I said Tuesday. He told me this was good, because Tuesday-born is a very good match for Bali. He asked when I had moved. I told him we moved three months ago at the end of September. He said this was very good timing. He also said that it was good that I moved in the Southeast direction. In all he concluded that I was where I needed to be, when I needed to be there. He told me to be patient, but that when I recognized the next opportunity, to take it immediately. And then after that, to keep taking each opportunity I see, because whatever I did next would be “very big.”

And that was all. He spent longer with others, possibly helping them to sort out troublesome issues. But for me the advice was clear and concise. So now I am keeping my eye out for the next opportunity, ready to seize what comes. A very good start to a brand new year.

A HOLIDAY PROPOSAL IN PORTLAND

Posted on | December 30, 2008 | 4 Comments

It was the night before Christmas Eve and all through the house I was baking up a storm for a Christmas Eve soirée Michael and I were planning to host. Here in Portland it has been a snowy wonderland and the local news coined the storm ‘Arctic Blast ‘08.’

While we where getting ready Michael said he was going out to ‘shovel snow in the driveway’ to get ready for guests. I continued baking and then, after a while, I poked my head out the door to inquire if he needed any help. I noticed he had started a fire. I asked if he was going to ‘burn the f sticks’ that we had in the front yard, left over from some gutter cleaning/yard work. I put on some boots and tromped through the snow out to meet him by the fire and it struck me what a romantic setting it was with a fire in the stone fireplace and the backyard covered in over a foot of snow. And then Michael bent down on one knee in his snowshoes and asked me to marry him! The engagement ring is a vintage 1930s ring which I absolutely love. I said YES! and have pretty much been in seventh heaven since then.

After Michael proposed I first called my mom and then I tweeted about it. Because my Facebook account is linked, a few new Facebook friends who are Michael’s close friends reached out to me to say they hoped to meet me soon. Also, some friends who had just flown in from California came over at 2:00 am with a bottle of Champagne to celebrate. I’m not one for all the usual wedding fluff and, instead of choosing wedding colors, we are going to select our wedding fonts!

Needless to say our party for about 22 guests was wonderful. This has been the best holiday ever and I can’t think of a better way than to spend it with my fiance, friends and family enjoying good food! Our menu for the party was a melange of simple appetizers and pot luck dishes brought by our friends. We made a strata dish with swiss chard, dates stuffed with blue cheese and wrapped in bacon (divine), artichoke dip and vegetable crudité with pesto cream cheese. Guests brought a roasted turkey, homemade honey-buttermilk biscuits, crab stuffed mushrooms, toasted hazelnuts and other delights.

For dessert we made tiramisu, candied citrus dipped in chocolate, and chocolate cherry and vanilla meringues. We have since been to other holiday parties and I got to make my favorite chocolate espresso flourless torte with crushed candy cane whipped cream, and for another event Michael made a salad with homemade truffle oil croutons.

I feel truly grateful for all that I have and, reflecting back on 2008, it’s been a fantastic and eventful year. I’m looking forward to 2009!

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