You’re posting too much!

Ever heard these four words “You’re posting too much?”, you must have at some point and might have heard it so much that you either actually stopped posting and or stopped listening to those people. I think the second one is a better choice for you if you’re ever going to build a Personal of Organizational Brand.

So, who defined the rules how many Tweets you must post to reach the right audience? How many pictures must you post on Snapchat or Instagram that says enough? How many Ads must you share on Facebook that you get a call from your customer? Absolutely no one knows. Even the companies don’t know. They are not complaining, so why should you?

Have you ever said that’s enough marketing of Coca-Cola and you shouldn’t be seeing a Coke bottle or a red banner on every corner of the road, every magazine, every other ad on tv? No. They know it and you should know the first rule of Branding – Recall. Every time someone says Beverage, you’ll remember only one name and that is Coke. An excerpt on the same subject matter from the book of Grant Cardone is giving below:

When social media arrived, I knew it was monster big, and I also knew I was obsessed with getting known everywhere. I started posting and then I was told repeatedly that I was posting way too much. “Experts” advised me to post less. Who makes these rules? And where is it written that I can post only so much? Where do people get their data? I wanted to know who was saying that, how many followers they had, and how much they interacted on the platforms.

My brother told me, “Dude, you post too much.” I replied, “Delete me—the page isn’t for you; it’s for the seven billion people who don’t know me.” Every time someone on my staff said, “You are posting too much. People are complaining,” I thought to myself, CNN throws up on America 24-7, 365 days a year. And when people get sick of them, they move over to Fox or another channel that spews terrifying information around the clock. Then they turn on Netflix, where they can get a million years of mostly garbage content. My conclusion was that if you have great content and are giving people great information, you can post every fifteen seconds if you want.

Sometimes we post something new on Twitter every five minutes. Does that seem excessive? You only say yes because you don’t understand the size of the universe of social media. According to Excelacom, in one Internet minute in 2016 there are 2.78 million video views on YouTube, 2.4 million searches on Google, 31,194 Instagram posts, and 347,222 tweets . . . not to mention everything else shared on all the other platforms.

If I lose followers because I post too much, I assume they were never going to do business with me anyway. If a person goes away because I push too hard, call too much, or send too many e-mails, then it’s likely they’re not the type of person I want to do business with—and not the type of person who understands what it means to be obsessed.

Someone told me at a speech in Austin, “Grant, you post too much. I had to block you.” I replied, “Love me or hate me, at least now you know me.” What’s most interesting is this guy who had blocked me was now paying to come see me in person.


The above excerpt has been taken from book “Be Obsessed or be Average” by Grand Cardone and can be purchased from this link:

Who doesn’t cash in on Patriotism?

It’s just another dull Monday morning. I’m walking back from the bank at 10, and shops are yet to open. Two things catch my eye, the number 23 and green color. It’s a big ad of Ideas (by Gul Ahmed) stating they are giving out a 23% discount (no specific product) to celebrate Pakistan day from 17th to 26th March. Subconsciously, I have been looking for discount deals of restaurants as usually they do pop-up during holidays.

And that’s when I set out on a mission. The curious marketing student inside me wants to know how different brands are going to cash in under the patriotism slogan. There’s nothing wrong in doing it, we and all brands have a social responsibility towards society. Even our government and Army do it with Resolution Day Parade. It’s not exploiting patriotism but using it to connect with the people to get your message across.

I roamed around F-10 Markaz of Islamabad to find as many outdoor advertisments as possible and here’s my top 5 list from worst to best:

5. The Dinosaurs:


When I started to look around for more ads, this was the second that caught my eye. Although it is big in size and has such a prominent position, it took me a few minutes to realize it is by PIA when I found the plane lurking in the top edge. It looks like they just had to spend that money for 23rd March and asked an intern to make a billboard image for them. Take Windows XP background, paste Minar-e-Pakistan along with Quaid and Iqbal’s picture and voila! they have a banner. The message is worth a Facebook status but not on 10×30 ft. billboard.

4. Fundamentalists:

If I could pick an ad of a telecom operator from 5 years ago, it’ll be the same as today. SIM LAGAO, MUFT BALANCE PAO. Is that the only way a telecom operator knows how to retain or get back a customer? They are throwing away money for customer acquisition without changing their strategy. With a million opportunities in digital marketing and millions of existing customers, they still don’t know what to do. I don’t even have a suggestion for them on how to improve their marketing strategy, bring back Faisal and Salma maybe?


This is the kind of Marketing Fundamentalism that brands need to come out from. Bata doesn’t care whether 23rd March is coming up or not, they know “Sale up to 70%” works all the time and they will keep on doing it round the year.

3. The Clones:

Al-Karam you already have a huge green billboard. All you had to do was write 23 somewhere on it. It’s the postmodernist era where people don’t just go to shops based on Spring/Summer collections. Public days are equally important for buying behaviors.

Green City – Waste of ad-space. Far from relating with Pakistan Day, maybe these people are right in assuming people who wait on bus-shelter have enough money to just buy a land if they print their number and a picture of their entrance, who knows. Talking about Marketing Mix and the 4-P’s, there is simply no consideration of Product, Place, Price or how they are Promoting it.

The placement of Kayseria signage is good because of its visibility. Although, looks like they don’t even care what kind of customers they are targeting. “Spring/Summer ’17 collection all in one, we are going to run this same ad from Jan to September and change our ads once a year.”

They are going to keep on cloning the hit formulas whether they work or not. The force is weak with these ones.

2. Let-goers

Some brands have missed the opportunity by inches, so close yet so far because it was never their intention. Brands need to plan and implement according to the market trends. They could have aligned their launch of Khaadi Kids along with Pakistan day. Imagine how good this Khaadi Kids ad would have been if all the kids were wearing green clothes sending a patriotic message? *heartwarming*.


1. The Winners

This is where it all started. A good effort by Ideas but a clumsy one. Their Brand philosophy isn’t very clear. What does Ideas stand for? What does it mean as a Brand for customers? It would have been better if they had specified the products that are applicable for discount. Logo of Ideas in black? Not a very good idea. Better than the rest but not the best.

On the other hand, J. at its best! Branding – check. Promotion – Check. Ad clarity – Check. Product and Placement – Check, check, check! J.’s never failed in its high quality brand consistency – Soully East and Shari’ah compliant advertising. A bright green parrot transforming into clothes representing both their Brand philosophy and Patriotism is a clear winner! From Ad to store to online website, everything seemingly flows in a familiar fashion.