The pressure to be interesting

Publishing posts on a regular basis can be nerve-racking. One dynamite thought can send a horde of humanity flocking to the site. Conversely, a boring one can turn readers off for eternity. Neverminding the hyperbole, there is a pretty good lesson here for brand champions to not just be relevant but also to be worth remembering.

Boring = bad. Plain and simple. So as you plan for '09 and beyond, find ways to capitalize on your brand's personality. Take it to the nth degree in your emails and your couponing, your broadcast and your web site. Do something new this year, too. Go mobile. Go grassroots. Just don't go bland. Stand out even if that means sticking out like a sore thumb.

As long as you stay true to your brand and are bold with letting people see and interact with the personality of it, people will talk about you, share you and hear what else you have to say.