Create a Power Path for Your Brand

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A visual “Power Path” is an excellent tool to re-align your marketing efforts and re-establish your brand goals. 
Canadian Association of Marketing Professionals

Founding Member Cassandra Russell at her educational event in Aurora on Sunday, November 23rd.

CAMP Founding Member Cassandra Russell of the Art Journalist, hosted an afternoon of self-empowerment on Sunday, exploring the importance of looking inward. Cassandra, an accomplished blogger and artist, is launching an educational series that explores the importance of ‘Self Care’, a concept that combines energy, positivity and alignment towards the goal of creating a more productive and happier future. And, believe it or not, her concepts fit very well into the world of marketing. I attended Cassandra’s session not because I thought I was going to learn marketing, but for person reasons. As a busy professional woman, I often need reminders about the importance of taking care of myself. But what I took from yesterday afternoon was not only a personal guide to a better life, but a blueprint for focusing my marketing efforts and planning for the future. Cassandra’s basic advice is not dissimilar to theories such as the Secret, where we must repel negativity by focusing on positive energy. Positivity attracts positivity and negativity attracts negativity. She further invites us to clear our energies, realign ourselves, and avoid expelling energy we don’t need, by creating what she defines as a “Power Path Board.”
Canadian Association of Marketing Professionals

Cassandra’s Power Path Board example – a graphic visualization piece

  Cassandra’s Power Path Board is displayed in this picture. The photographs choose depict different power paths to changing your mood or mindset.  Using active verbs that encompass actions that anyone can use to align their energy and focus their efforts is her idea. Does your brand need a power boost? How can a Power Path Board help? It’s a tangible illustration of our brand. It should be aligned to feelings and emotions and answer questions like: How does our target market feel? How does it help them? Creating a visual stepping stone is an excellent idea for all marketers, so you can define exactly what your product/services does and what it should do. Like Cassandra’s, use ‘ing’ verbs like ‘helping’, ‘sharing’, ‘creating’, ‘assisting’, so that you can create a blueprint for the future. My favourite takeaway? “Dream, write it down, and act as if it’s already happened.” It’s a great time of year to re-evaluate our marketing plans and look to realign in 2015, and start planning as if we’ve already achieved our goals. Cassandra suggests “Embrace the power of pre-planning for 2015”.  The power of visualizing is not to expect that magic happens out of thin air, but to unleash not just the power of the universe, but the power in ourselves to get to work and start making things happen. For more details about Cassandra Russell, the Art Journalist, please visit her website:       Raised in a small town in Newfoundland, Nadine headed west after graduating and fell in love with the bustle of Toronto. Her true passion is marketing and she’s spent the last 15 years in marketing roles, and is the co-founder and CEO of the Canadian Association of Marketing Professionals (CAMP). When she’s not connecting with other marketers through CAMP, Nadine is at the soccer field, gym, or swimming pool cheering on her two favourite munchkins, trying not to become that mom everyone fears.

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