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.
May 23, 2017 in Marketing
Foster Bias & Sales is an imaginary ad agency name I came up with that offers a trifecta of marketing success. These steps to a sale apply to marketing, advertising, even memo writing. It starts by fostering a positive and receptive environment in which to communicate with customers. Product context, entertainment and/or education are all tools used […]
May 19, 2017 in Marketing
Two titans of retail are facing off and it’s going to be wild. Walmart and Amazon. Amazon and Walmart. There will be only winners: the businesses and the custies. Amazon continues to kill it in online retail. So much so, in fact, that they’re looking into some brick and mortar places to make product access […]
May 18, 2017 in Marketing
Someone on Quora asked a question about the worst taglines used in branding. Got me thinking. Brand planners may feel differently about taglines but for me they’re a powerful branding vehicle. To the tagline falls the work of explaining and defining what the brand is when the name falls flat. When a name doesn’t pass the Is-Does test […]
May 12, 2017 in Marketing
I write a good deal about pent-up demand. It is a marketer’s best friend. When Miller Lite was launched no one had ever successfully marketed a low calorie beer. Ergo there was no demand. The market had to be educated as to the value of light beer. Once done, demand was there. No pent-up demand. […]
May 11, 2017 in Marketing
When there is no start-up ad budget, there are no false prophets. Just product and consumers.
May 10, 2017 in Marketing
Marketing is problem solving. Through productizing and service-izing. And since marketing is inextricably linked to branding, problem solving is inherently a good brand strategy trait. The digital economy has brought us many things to be excited about as marketers: the web, big data, small batch/craft economy offerings, and the Uberization of services aka the sharing […]
May 8, 2017 in Marketing
I learned that whenever I was “selling” and it didn’t sound natural, I wasn’t really selling. I was wasting breath. When I sounded like a commercial or a brochure, I was wasting time.