Tag Archives: Viral Marketing

Personal Branding with David Lees

Meet our new Instructor, David Lees!

He will be teaching SXN 122: Packaging Your Personal Brand for Success, on January 14, 2017!

david-lees

Welcome to FIT!
Tell us a little about yourself…

I’ve always been very creative and have been able to put things together in an unexpected way to create some kind of excitement and interest. I began doing this as a young boy growing up in the San Francisco Peninsula by constantly moving around the furniture in my room.

I continued moving things around to create an impact, by creating parties and events in high school and then college. After studying design, advertising, packaging and exhibit design at Carnegie Mellon University and The Arts Center College of Design in Los Angeles, I moved to New York City.

There, I was first hired by advertising agencies such as Young and Rubicam, N.W. Ayer and Chiat/Day to create packaging solutions for leading brands. I decided to go out on my own doing the same and created David Lees Design. I was then given an offer I could not refuse and became in-house designer for “Studio 54,” the legendary night club, where I created the look of the club and its special events for three years. After that, I established my own event production company, David Lees Productions – to help companies better market their products and services through product launches, press announcements, and over the top events.

Why did you decide to become a career coach?

After 30 years of running around the country, Europe, and the Pacific Rim – quite frankly, I was burned out and thought it was time to start something new. I went to see a career coach to help me. I was so impressed by the process she took me through to create a new understanding of myself and what I could do with the next step of my life. We came to the conclusion that the missing piece was the opportunity to closely work with “people” to help them better position, package and market their talents! That’s why I’m a career coach today. I get to do what I’ve always loved which is moving things around – now, to help my clients get attention and succeed.  I do this by helping them see new career possibilities by better connecting them to who they are at their core.

What’s the most common thing people need to work on?

Recognizing their intrinsic strengths and capitalizing on them.

Can you give our students a quick tip about networking?

Be authentic, have a strong and unique value proposition, and realize that your efforts must be about helping others succeed with your guidance and not all about you and your amazing talent.

David meets fellow Instructors and gets welcomed to the FIT family at our annual FIT Continuing & Professional Studies Instructor Meeting in the Katie Murphy Amphitheatre.
David meets fellow Instructors and gets welcomed to the FIT family at our annual FIT Continuing & Professional Studies Instructor Meeting in the Katie Murphy Amphitheatre.

Thank you and we look forward to your class!
To register for this class, please visit fitnyc.edu/noncreditregister

PERSONAL CUSTOMER EXPERIENCE… PCX

Mobile 1 to 1– is No. 1

Big data technology keeps giving brands more and more personal information about YOU. The rise of technologies available to brands keeps enabling each brand to know intimate details about consumer behaviors. These technologies deliver opportunities to create more personal, 1 to 1 customer experiences (PCX) that will hopefully earn loyalty from customers, not only for their own satisfaction, but also for giving recommendations to others.

What would now be the brand’s strategy for PCX? It is being reported that there is a billion-dollar market for advertising sales on mobile videos. Major wireless carriers will be selling personalized ads that can target 1 to 1 with advanced Web videos. Digital PCX will also help retailers improve their omni-channel blend between digital, mobile and physical — “brick and mortar”– in innovative ways.

Drawing by Art Winters
Drawing by Art Winters

What does this all mean for the future of PCX? Is the future of media all about our mobile devices? This rapidly advancing mobile age has certainly created remarkable omni-channel experiences for consumers everywhere in the world, from obtaining instant news, entertainment, to shopping options galore. The interaction that must now be an essential factor for developing strategic PCX is and will continue to be mobile.

With the newest mobile technology in the hands of the customer, retailers are increasing their use of mobile devices to enhance the in-store sales associates’ ability to better serve their customers face-to-face. Whether it is to check prices of competitors; expand the inventory beyond what the store can or does carry; read reviews; arrange for special ordering and shipping; and even to geotarget customers with special and relevant offers as they move through the store.

A newer app option to explore is the concept for visual searching – photographing an item seen on someone while in the street and asking the retailer what they have that is similar.

people

Both the brand and retailer’s mission is to help the customer enjoy the shopping experience and deepen the relationship between them.

What new PCX technologies have you experienced and enjoyed?


Arthur & Peggy Winters co-teach SXB 200 Brand Marketing Communications for Image & Meaning and SXR 050 Intro to Branding: The Art of Customer Bonding.