Daily Archives: June 17, 2016

Breaking Rules in Brand Planning

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10 commandments

There’s a saying I coined as a kid in the business I find to be kind of profound, “Just when you think you know something about this business, someone comes along to prove you wrong.” It speak to absolutes in marketing, advertising and, yes, branding.

Human behavior is not like other sciences. Sure you can predict behavior but humans are nothing if not unpredictable. Ads that are deemed by opinion leaders to “suck,” work like crazy. New products you wouldn’t buy with an enemy’s money, sell like hotcakes. Product names that make no sense, become household words.

Brand planners must understand that exceptions exist to every rule. Embrace them and encourage them.  How?  Use your gut. Guts matter. Experienced guts may matter more, but tyros can cash in on big ideas – counterintuitive ideas – just as well as the seasoned.

Serendip-this. Peace.