Yesterday I wrote about the role and importance of mining proof as it relates to creating a brand strategy. But what does one do if working for a start-up – a company with no past? A company with no product? Certainly that makes things tougher.
I’ve been-there-done-that and there always is a past. There is always some kernel of a product or service. In previous posts it’s been mentioned to “follow the patent.” In most start-ups there is a patent or a patent filing paperwork. There must be proof in there. Normal brand planning discovery looks at two things: customer care-abouts and brand good-ats. So for a start-ups, you’ll find it easier to rely on care-abouts. Always a good place to start.
While the director of marketing at Zude, a start-up in the social computing space, knowing what customers cared about helped form the brand idea which, then, informed product development (noun and verb). The Zude brand strategy claim was “the fastest easiest way to build a web page.” The idea came from the brilliant underlying drag and drop technology. With that as the North Star, everything moving forward became easier. For everyone – even the lawyers.
Start-ups think of brand but not brand strategy. Pity.
November 21, 2017 in Marketing
I was going over some notes taken during a recent WARC webinar presented by (my boy) Faris Yakob and came across a slide on the customer journey. I’m a fan of customer journey having created a facsimile I call Twitch Point Planning. Twitch Point Planning attempts to “understand, map and manipulate a customer closer to […]
November 20, 2017 in Marketing
I’m a big proponent of something I call Meme Metrics. Wikipedia defines a meme as “A meme (/ˈmiːm/ MEEM) is an idea, behavior, or style that spreads from person to person within a culture — often with the aim of conveying a particular phenomenon, theme, or meaning represented by the meme.” As a blogger who […]
November 17, 2017 in Brand Strategy
I’ve been on a little discovery jag lately. When you are a consultant and freelance for ad or branding agencies, you must often use discovery methodologies with which you are unfamiliar. You do it then calibrate your brain to cill the insights needed to write the brief. A brief that may, also, not be yours. […]
November 14, 2017 in Marketing
Radhika Jones was named editor in chief of Vanity Fair magazine yesterday. Vanity Fair is a literary brand with few global peers. Magazine brands like The New Yorker and Vanity Fair have a history of long standing editors, people who sit atop the title for decades. Great magazines get branding. When asked about her plans […]
November 13, 2017 in Marketing
I just read an interesting study on brand recall. The methodology used saw consumers attempt to draw from memory brand logos. Starbucks, Target, Apple, Adidas, etc. are apparently hard to recreate when asked to put pen to paper. Much easier I would imagine, would be creating logos when given marks and type from a sort […]
November 9, 2017 in Marketing
Before there was Google Maps, before there was Waze, before Siri, we used to be get into cars and drive to places we had never been before, without software. Only a couple hundred years ago we navigated by trails, celestial guides and landmarks. Branding is a little old school like this. We create trails that […]
November 7, 2017 in Brand Strategy
Brand planners at agencies have two jobs. One job is to assist with new business strategy where they mine insights that make it easier for consumers to like, want and buy a brand. The other type of brand planner runs day-to-day tactical business. These are the day-planners. Once the master strategy is in place, […]