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.
July 27, 2017 in Marketing
My friend, Roy Elvove is EVP Worldwide Communications at arguably the best ad agency in the world, BBDO. But to meet “Doc,” as his wife and friends call him, you’d never know he holds such a lofty job. He has worked at BBDO since 1999 and never, ever taken the spotlight off of BBDO, it’s executives, […]
July 24, 2017 in Marketing
I was a judge yesterday in the Griffin Farley Beautiful Minds completion. Mr. Farley was a BBH strategist who succumbed to cancer at way-too-early an age. The competition, and he would, likely, never have used the word competition, is a legacy built upon his nurturing of young planners. Clearly a beloved man. The showcase reminded […]
July 21, 2017 in Marketing
In 1974 JWT London’s Stephen King wrote a Planning Guide. Thanks to Julian Cole of Bee Bee Do (BBDO) for sharing it today. The JPEG below summarizes nicely how a brand works, based upon Mr. King’s constellation of “appeals.” This is a smart boil-down of what a brand is, why it works, and what it needs […]
July 20, 2017 in Marketing
If you read the previous What’s The Idea? post you’ll know I’m thinking about building an implementation phase into my brand planning engagement process. The idea is to become a brand supervisor at the client company for a couple of months to manage adherence. This, I know, is likely to go poorly unless handled with […]
July 19, 2017 in Marketing
One the fallacies of the brand planning business is that everything will change when the engagement is over. I’ve presented and sold brand strategy (an organizing principle for product, experience and messaging) to numerous clients, only to see it used to launch a tagline, logo, new website or ad campaign. And then little else. In […]
July 17, 2017 in Marketing
Just reading an article suggesting that nearly everyone in China uses mobile devices to pay at retail. If it’s in China, it’s going to be in the US and Europe soon-ish. Marketers in R&D mode may want to start planning and productizing around ways to keep lost and stolen phones from becoming debit tsunamis. When […]
July 14, 2017 in Marketing
How do you build a brand? It’s an easy question. Sadly, it has a thousand answers. Were I to ask how to build a car, the answer would be with an engine, steering, wheels, transmission, chassis, etc. How do you build a sandwich? How do you make beer? Of course there will be variations in […]