Brand Planning Technique.


Salman Khan, founder of the Khan Academy an online educational video tutoring site, began his business by uploading math instruction videos to YouTube. Part of his secret sauce was making math instruction interesting.  If instruction lacks vocal intonation (drone, drone) it didn’t connect.  Been there.  If it was overly flourished, same thing. His approach, like that of other good teachers, was to be in the middle. Connect. Watch what students tuned in to and package that using good pedagogy.

As a brand planner, I sometimes go into situations where the topic is less than exciting.  Healthcare and banking come to mind. When interviewing SMEs (subject matter experts) or consumers using Salman’s approach is important. The interviewer needs to show interest; not academic interest but true category interest.  The interviewer needs to find ways to bring the subject to life. To be engaged and earn trust. Personal stories are a good way to prime the pump. Hearing them. Telling them.  Some will say interrupting people when they talk is not polite, however in this case it shows energy and interest. (Do it carefully however.)

Be a good listener, a careful watcher of body language, and most of all be human. React, respond, find emotional attachments. Joy and happy endings are also nice, though may not in all cases be appropriate.

Once again, good teaching and learning practices come into play in brand planning. Peace.