Critical to the success of social media or content marketing strategy is the concept of “motivation.” Borrowed from the acting world where a good actor uses a motivation to bring his or her character to life, motivation in social is meant to drive all that is posted and pasted.
Social media motivation is not random – it’s a direct outgrowth of brand strategy. Motivation must illuminate and demonstrate the claim and proof array that are a product’s brand strategy. This opens up and speeds up consumer understanding of brand strategy. It brings brand strategy out of paper mode and theory mode and into experience and action – creating muscle memory.
A customer care person on the phone who understands a company’s brand strategy can decide on the fly how to act. How to deliver. How to behave. This is where acting can turn into reality. And reality into culture.
Strategy is brilliant but until it turns into product, deeds and experiences it’s just ink on a screen. Peace.
Tags: brand claim and proof, Brand Strategy, brand strategy tips, branding and culture, claim and proof, claim and proof array, content marketing strategy, Critical thinking, deeds and experiences, motivation in acting, motivation in social media, muscle memory, posted and pasted, social media, whats the idea, whatstheidea
November 9, 2018 in Marketing
In my career as a planner, I have trotted out two different Steve’s when interviewing people in discovery. The first is the “I’m a quick study” Steve. This Steve wants interviewees to know he’s savvy in the business, the market and the category. I wouldn’t call him cocksure, but an air of self-assuredness is the […]
November 8, 2018 in Marketing
So it looks like the best player in college basketball this year may well be a young man named Zion Williamson. Want to know why I say that? Because he is more talented than his peers and I can remember his name. And you name can’t be remember, you are lost. If Zion’s name was […]
November 7, 2018 in Marketing
I’ve done a good deal of work in healthcare and one brand strategy challenge is working with what might be termed faith-based organizations. I’ve worked with Jews, Catholics, and Lutherans. This morning I was reading about a brand name change for Adventists (The Seventh Day Adventist Church). Park Ridge Health is taking on the name […]
November 6, 2018 in Marketing
“Hope is unfortunately a terrible marketing plan” is a lovely quote from Nancy Johnson, of the North Dakota Soy Bean Growers Association. Another terrible marketing plan is “stasis” — taking out last year’s marketing plan and adjusting the line items for inflation. A marketing plan needs to move to stay alive. Just like sharks. Hope […]
November 5, 2018 in Marketing
My branding practice owes a tip-of-the-hat to politics. I borrowed the word planks from politics, incorporating them into my framework. At What’s The Idea?, brand strategy comprises “one claim and three proof planks.” Organizing brand value around three proof areas focuses content makers and the consumer minds — the rule of three. This morning I […]
November 2, 2018 in Marketing
The short answer is about 45 minutes. The long answer is maybe 100 hours. Someone once asked Picasso how could he charge tens of thousands of dollars for a sketch that took him only 10 minutes to draw. His response was “That sketch took me a lifetime to draw.” I paraphrase. I’m no Picasso. Plus […]
November 1, 2018 in Brand Strategy
Small companies are the least likely to talk about brand strategy. That’s because, for the most part, they don’t have people “dedicated” to marketing. They can’t afford them. So marketing falls to the founders and owners. In such cases, marketing becomes tactical: Make the phone ring. Get leads. Generate floor traffic. Build a website so […]