The Jersey Shore is arguably the most successful reality show in MTV history. With huge ratings, multiple seasons, spin-offs, product endorsements, and even a stint on Dancing with the Stars for Mike ‘The Situation’ Sorrentino, it’s clear that the success of this franchise is unprecedented. But, what does a TV show about twenty-somethings engaging in all sorts of debauchery in New Jersey have to do with B2B marketing? In my view, it all comes down to GTL.

For those familiar with the show, you know that GTL is an acronym for Gym, Tan, Laundry, the daily ritual for the male characters on the show to make sure they look ‘fresh’ at all time. Here are a few ways I think the concept of GTL can apply to your B2B brand.

Photo credit: http://www.gymtanlaundry.com/

Gym: At Canyon, we believe in building all communications programs from a strong brand platform. This involves building your brand using research-based, differentiated positioning and support messages that your target audience will respond to favorably. Just like the Jersey Shore boys pump up their muscles, this is how you beef up your brand.

Tan: Once you have a unique story to tell, it’s all about packaging it well. This is where your brand identity comes in. Having a professional, polished image that mirrors your brand positioning is very important to building credibility with your target audiences. If your brand is fun and irreverent, your visual identity should reflect that. If it’s more conservative and serious, your image should be the same. The Jersey boys always strive to achieve a bronze glow, and as such, your brand should shine in the eyes of your customers and prospects.

Laundry: With B2B branding, I think it’s always important to keep things fresh. That doesn’t necessarily mean redesigning your logo and materials every few years, I’m talking more about content. To achieve optimal results from your content marketing efforts, it is necessary to continuously develop and distribute compelling content. Just like the Jersey Shore cast needs a constant supply of clean clothes, your B2B business needs a constant supply of compelling content.

Does your business participate in the GTL concept? What other lessons from pop culture have you learned that apply to business-to-business marketing?

Recently well known retailer Gap revealed a new logo for its brand. Scrapping its iconic white typeface on blue box logo:

Gap launched a new black-on-white logo with an off-set blue box:

This week however Gap announced it will discontinue all print advertising and in-store uses of the new logo and will return to its logo of old. Why? Because its customers hate it and Gap gave them the perfect platform to voice their distaste by launching this new logo using social media. When the logo was launched, Gap created a Facebook Fan page & Twitter campaign. And, much to Gap’s dismay it learned quite how much the Internet can influence a company’s brand messaging.

That being said, Gap did have the right intention. By using social media as a platform for audience feedback, it opened up the conversation about the logo, engaged its customers to weigh in and, ultimately, Gap listened and is making changes—which is what social media in business is intended to do.

The lesson learned? Social media can be a great, low-cost, marketing tool, yes, but be prepared as to the power it can give your audience and do your homework as to how to handle this. Sometimes the results can be great, but other times, as Gap learned, the money you ‘save’ by utilizing these free tools can cost you far more.

Fall is my favorite season. While most would think this is due to the swift drop in extreme Arizona temps, I actually love this time of year for the other season that simultaneously starts—FOOTBALL SEASON! Don’t let the love of all things pink, sparkly and girly fool you. I’m a diehard Oregon Ducks fan and will cheer, yell and devote my every weekend to all things pigskin for the next four months.

My team’s having a great year and has given me a lot of media content to enjoy. But last weekend I read an interesting article about how my beloved Ducks might be missing out on a top 2 ranking—not because of their play but because of their…marketing, branding and external messaging?!

‘The cutesiness surrounding the Quack Attack, Team Nike, and The Duck’s hundreds of pushups might actually be holding back Chip Kelly’s team and could cost them a shot at the national championship.’

I’m here to argue that nice guys won’t finish last and marketing yourself as the ‘nice guys’ is a refreshing change. Who doesn’t want to work, interact and talk with nice, fun people? And when you have the excellent portfolio of skills and customer service to back you up, people will take notice that nice guys actually finish first. Do you want to work with nice people? Then you’ve found the right place because at Canyon we follow the ‘nice guy’ rule every day.

Because I’m so excited about Oregon’s game this weekend (and I love a NICE giveaway) I’ll send a Canyon/Starbucks ‘buzzcard’ to the first person who can tell me the Ducks opponent this week.

As a society we have reached a point where Google is needed on a daily basis. One of my favorite things about Google is its unique point of view on branding. Changing your visual identity multiple times a year is usually frowned upon, but with Google it’s expected.

I find myself looking forward to seeing the creative ways Google will make special occasions or dates even more special with its ingenious logos. Most recently, the Pac Man spin on the Google logo created quite a buzz.

What do you think about Google’s take on visual branding? Is there a way to incorporate this style of thinking into the B2B world? Please share your favorite Google logo with me.