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Rain- That’s been the climate here in New York for what feels like an eternity or at least the last bunch of months or so anyway! Let me ask you, at what point did Seattle and the North East Coast swapplaces and I was left in the dark?

As rain was the main point of discussion for the majority 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 future articles I am going to attempt to cover the most important pointsof the presentationwhich included: 1) Making lightning Strike, 2) Keeping the Lightning Striking and 3) How to Bottle your Lightning.

For those of you not aware of Dr. Ben Mack, he is one of the principal authorities on Branding today in the USA. He has worked at over 14 different Ad agencies over his illustrious career and held position of Vice President for Brand strategy for a major corporation.

In a nut shell what that means is he was in charge of a budget of ” billion dollars (now thats massive amounts money)! To me that signals someone who is an authority on Branding, do we see eye to eye? Aside from being a professional magician, Ben Mack has worked magic for many companies over the years, and at age 19 was the receiver of the esteemed (if your into magic) Award of Merit given by the AMA.

For those unfamiliar with what a rainmaker is, a rainmaker is someone medicine man not withstanding who instead of insuring a good harvest for his tribe brings increased revenue to his business by the use of his or her political connections, ability to attract clients therfore making the people he works for happy.

As a marketer your essential obligation is to “up sell” people on their experience of reality. In Bens book “Think Two Products Ahead” he talks about how the most valuable branding really only occurs only when companies and small businesses think two products ahead rather than just thinking here and now and to build a successful relationship with your clients or customers through your Brand. The section where Ben teaches how to construct your Legend Platform is worth much more than the price of the book itself!

A Brand (your brand, a Brand called YOU) is built through the use of Legends or communication that is repeated time and time again. These tales can and should be allowed to challenge each other and shall grow with age. So, if you’re going to pick a story that you construct for your business to help increase the size of your business (after all you are reading articles like this to help you become more profitable in your business arent you?) why not pick the type that grows stronger with age and you will indeed become “Legendary”.

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