At What’s The Idea? clients pay the bills. They do the hiring, provide the homegrown insights and share business data. Without clients there would be no brand consultancy. But clients are not my customer. My customer is the brand. It is the brand to which I pay allegiance. It is the brand that is the object of my strategic desire. By being so focused it helps remediate politics from the equation.
By putting the brand first and the people and clients second, it cleanses the process. Brands have no egos. They just sit at the nexus of good-ats and care-abouts. A brand doesn’t look to be promoted or aspire to Ad Age Marketer Of The Year. You can’t artificial intelligence your way around a brand. It’s a thing or service.
Don’t get me wrong, I need people to help navigate insight work. The stories, the human impact of purchase and use, the role of the product, can never be ably understood without people — be they brand and product manager or consumer and influencer.
But when all is said and done the brand must be the customer. At What’s The Idea? that pays the bills and provides the dividends.
August 9, 2018 in Marketing
Marketing is about crowd building. Have you ever walked in a city, seen a long line of people and wondered what they are waiting for? Or seen 20 people on the street staring into a store window at a TV? Crowds have a gravitational pull. When searching YouTube for an unfamiliar music artist, do you […]
August 8, 2018 in Marketing
The New York Times reported today that the top social media platforms are either flat or declining in users. For the first time in its young life Snap is down daily active users — 3 million this quarter compared to same qtr. last year. This news causes bosses to call marketing brainstorm sessions about adding […]
August 7, 2018 in Marketing
I’m not much of a cook but I’m certainly a student. What’s The Idea? uses a number of cooking metaphors in its daily operation. Many of the tenets of good cooking are also valuable in brand strategy. One such tenet is “Don’t use too many ingredients.” The more ingredients used, the more likely the main […]
August 3, 2018 in Marketing
Starbucks idea to deliver coffee (in China) is a bad one. I’m no economist but adding overhead to the business by way of delivery personnel, equipment, insurance (ish), and degradation of product (e.g., cold coffee) is a lose-lose. But more importantly, if you make the coffee and tea more available during different dayparts in an […]
August 2, 2018 in Marketing
This morning’s news included a piece on Conde Nast shuttering 3 big magazine properties. The company lost in excess of $120M last year keeping print properties churning. Magazines have been under web attack for over a decade. Magazines aren’t in the readership business, they’re in the entertainment and enlightenment business. As audio and video production […]
August 1, 2018 in Marketing
I was doing a little web research on a company yesterday and started looking for signs of a brand strategy on the “About” page. Atop the About page sat this quote. “Customers are the most important people in any business.” Many would find it hard to disagree with the statement. When writing market plans I […]
July 31, 2018 in Marketing
As a kid in the business I read a great book on business to business advertising. It gave an example of what a purchasing agent is up against when buying an expensive piece of industrial equipment. The agent puts together a side-by-side chart of all the specs and benefit statements for the two final vendors […]