So what does all this mean to you as a business owner? In a word - LOTS! Your branded communications tools (website, collaterals, print advertising, etc.) can have the same powerful effect on your customers and prospects; they can distinguish your firm, educate, persuade, motivate and sell IF you make sure they hit all the right buttons. And while I’m pretty sure that Amy Sherman-Palladino (the Gilmore creator) and producers did not NOT have any kickbacks from the coffee, Chinese restaurant or snack food cartels - the positive way and consistent take of how they presented these options, surely sent sales in those sectors winging.

In a world that is cluttered with competitors now more than ever, the game is all about connecting and capturing. So what do you have to do to get your own “Gilmore” going? Have a really great grasp of who your best clients are, what they need and how your particular product or service is valuable to them. Formulate a strong brand, which overtly (and positively) meshes with and communicates to your unique target markets. Struck your stuff, detailing everything that that makes your company sparkle - whether it’s fostering amazing client relationships, providing terrific services, or delivering superior products.

Maintain your signature style, create memorable messaging, get out and about in diverse venues (via networking, online presence, traditional print, etc.) with consistency, and you are sure to reap measurable returns.

But to hell with their ages and the fact that they performed mostly decades old tunes. This brilliant Beatle used some savvy positioning and lively marketing, and put together a winning entertainment experience that capitalizes on the respective strengths of a group of super talented musicians. It was sheer genius… Ringo is not a singer by any stretch, and to paraphrase a quote by John Lennon, he was not even considered the best drummer in the band!  No matter. Ringo IS a funny, engaging entertainer, who knows how to put on a great show despite his own unique shortcomings.

So how can busy entrepreneurs profit from “what’s my name, Ringo”?? Creative marketing ROCKS! Yes, there must be a real product or service and real value, but the business lesson that can be learned from Mr. Starr is to concentrate on the gold you have to offer. Even if there are areas that could use some improvement, if you are a serious entrepreneur seeking success, position yourself properly, highlight your strengths and then make sure - like Ringo and his evolving roster of All Stars -  you deliver the goods with gusto!

Have you profited from any smart branding or creative marketing tips lately?? Please feel free to share your winning business-building ideas here.

The idea is to manage the percentage of risk, so you are not playing Russian Roulette with your money or your company’s future.

To achieve that a clear strategy has got to be part of the mix, along with a healthy dash of defining objectives. Ask yourself these questions every time you go to jump at an "opportunity"…

• What is my objective (to raise brand awareness, promote a new service, use as a loss leader to up sell something else??)
• Is this the right venue for the demographic market(s) I want to reach?
• Is the timing right?
• Is the message clear, on point and motivational?

So many entrepreneurs hire me after wasting thousands of dollars and tons of time because they embraced the scattered "onesie" approach - trying a little of this, buying a bit of a "sure thing" (which usually is an ad or direct mail package that is price driven and touted by some unrelentingly pushy salesperson.)

The result: untold dollars down the drain, and little if no response. I know, because in my first entrepreneurial leap ( back in the late 80’s as a co-owner of a new retail store) I made many of those mistakes. It took some time but through lots of in-the-trenches reading, attending workshops, asking questions, observation, and testing, I developed a winning branding, messaging and sales system, which produced millions in new revenues!

So, save yourself from some major headaches and do your homework before you embark on any more marketing misadventures. And if this is not your gig, work with a team who can keep you on point and give you sensible direction. They include professional marketing consultants, graphic designers, webmasters and copywriters - these are the folks that other successful entrepreneurs engage because they can assess the landscape, make strong recommendations and produce winning campaigns.

While you still may be entering uncharted territory, this way you’ve got a parachute on before you jump.