Brand Strategy

You are currently browsing the archive for the Brand Strategy category.

Many years ago I learned a trick about advertising from Brendan Ryan, president of FCB/Leber Katz, in NYC. One day he asked the AT&T Network Systems account team to paper the walls with the current campaign. The headline for each as we “Are You Ready.” Network Systems sold the 5E switches to phone companies that powered American communications. So paper the walls we did.

Mr. Ryan walked around the plush conference room reading sub-heads, looking at visual and dashing through copy here and there. He pointed to campaign outliers and confirmed what he thought to be the idea. Neat trick. Neat way to level-set the idea.

Fast forward 25 years to an era when communications manifest across more channels than we ever perceived, some with control, many with none. If you were to paper the walls with the myriad comms we generate today, you’d have a messy, messy room. A walk around that room  would remind you why an “organizing principle for product, experience and messaging” is critical. Otherwise known as a brand strategy.

So me droogies, paper your walls with your internal and external comms and see what-ith you spew-ith into the consumer realm.

Peace.

 

Tags: , , , , , , ,

In a piece of 2014 research conducted by the Economist Intelligence Unit on the subject of customer experience, the top box response to the question below was about message uniformity.

I know to the hammer everything looks like a nail and to the brand planner everything marketing thing looks like brand strategy, but this one made my day. Brand strategy, defined here at  What’s The Idea? as “An organizing principle for product, experience and messaging,” is the key to message uniformity. Sure “voice,” “tone” and “personality” are important (ish) but the substance of the message is how one builds brands.

Find your claim. Identify your three proof planks, make sure they are key care-abouts and brand good-ats, and you have a strategy.

Stick to it and it will stick to your customers. And prospects.  

Happy holidays to all. Peace.

 

Tags: , , , , ,

Just finished reading a story in The New York Times about the Robin Hood restaurant chain in Spain run by Father Angel Garcia Rodriquez, who operates a pay-for establishment during breakfast and dinner only to serve the homeless for dinner. The dinner crowd is served by waiters and waitresses, on real plates, using nice cutlery, not plastic. For free. In addition to the charity, his wish is that the experience will engender hope in his nightly diners. This planned act of kindness is popular and successful and may be on its way to Miami, Florida.

Acts of kindness and selflessness create powerful feelings for all involved. Selling is not a human trait. Charity is. Every brand should ask itself “What is the nicest thing we have done for customers this year?” If the answer is a one-day-sale or a pre-printed holiday card the brand needs to reexamine its approach.

Planned acts of kindness should be requisite for all brands. The financial officers may not always see the value, but they’re not building brands. They are building bank accounts.

Peace.

 

Tags: , , , , , ,

wendys_mascot_logo“Quality is our recipe” is the new tagline for fats food chain Wendy’s. It adorns all the stores. Quality is an industrial word. It’s not a food word. If you go to a Lidia Bastianich or Eric Ripert restaurant you’re not going to savor a meal and talk quality.

The key to branding is finding the right “claim” and proving it every day. I use three proof planks to support the claim. Three provides focus. Were I to parse the quality claim for Wendy’s I might select “ripeness” for vegetables, “natural” for ingredients, e.g., less additives, few GMOs, real sugar, and “immaculate facilities.” I’m just riffing here but you might actually build a nice story with this strategy. The problem, however, is the word quality. A far as claims go, it’s in the neighborhood, but a Norwegian neighborhood.  Quick, name a tasty Norwegian food.

Brand strategy claims need poetry. Humanity. They need aspiration and emotion. Wendy’s can do better. This is a company that has always been ad campaign driven, not brand strategy driven.      

Peace.           

 

Tags: , , , , , ,

Know More How.

I’m always on the lookout for arguments supporting brand strategy. A brand strategy, as I define it, being an “organizing principle for product, experience and messaging.”

Many marketing plans have firm business and sales objectives: increase stock price 4 points, slow market share by 1% per annum, reduce materials cost by 2%, increase sales 150%. These are important, hard metrics. Metrics with which no one can argue.

Accomplishing objectives is the purview of strategy. In marketing this is where things get problematic. Many marketers go to the marketing playbook. If there was a tactics store (An agency? A consultant?), they would shop there — given the money. Typical strategies one might find in a tactical plan are: customer acquisition, increased sales-per-customer, improved retention, increased efficiency in production or marketing. All are business imperatives. Sadly, they’re generic. Everybody has them in their marketing plans.

Where the road curves toward the light is with brand strategy. Brand strategy (one claim, three proof planks) provides the “how.”  Patton’s strategy was “kill more bastards than your foe.” Generic. But his brand strategy equivalent included things like “outflank, tank destroyers, thrust line, etc.”  Specific to the situation. And all actionable. 

I’m not going to go all Sun Tzu on you but will ask “What elements of your strategy are unique to you, differentiated, and non-generic?  What elements can every employee understand and personally act-upon? These are the elements of the brand strategy — the how. Know more how.    

Peace.

Tags: , , , , , , , , , , , , , , , ,

Growth Hacking is an idea for the times.  I’m kind of sure it’s a bad idea.

Here’s a definition from Wikipedia:  

Growth hacking is a process of rapid experimentation across marketing channels and product development to identify the most effective, efficient ways to grow a business. Growth hackers are marketers, engineers and product managers that specifically focus on building and engaging the user base of a business. Growth hackers often focus on low-cost alternatives to traditional marketing, e.g. using social media, viral marketing or targeted advertising[2] instead of buying advertising through more traditional media such as radio, newspaper, and television.[3]

I don’t take issue with rapid experimentation across marketing channels. I do believe, though, product development as a hack is a little iffy. If growth hacking is a synonym for research and development (R&D) that’s fine. But using the web to randomly and quickly build a business case is goofy.

When it comes to growth hacking, start-ups or recalibrating business better know their good-ats. They shouldn’t look to the web to find out what people want. Brand planning is about good-ats and care-abouts. At What’s The Idea? brand strategy is an organizing principle for product, experience and messaging.  It’s business strategy writ small.  Too much focus on care-abouts and not enough focus on good-ats is an extensible recipe for business failure. You may want to look like Cinderella but you are who you are.

Growth is what businesses aspire to. How they get there and how they get to success is a result of planning, learning and commitment. An hour-long presentation on growth hacking may make you feel all warm inside, but it’s not a sustainable business approach.

Peace.          

 

Tags: , , , , , , , ,

Brand strategy is all about playing offense.  The organizing principle behind brand strategy (1 claim, 3 proof planks), which drives product, experience and message is designed to build value and engender loyalty. This claim and proof array all brand and consumer-positive. Offense.

In this presidential election season, Super PACs are spending lots of money supporting their candidates of choice. But contrary to consumer brand building, Super PAC money goes into playing defense. Rather than say good things about their candidate, Super PACs line up bad things to say about opponents. We’ve seen and heard these ads and they’re not pretty… but they can be effective. The John Kerry Swift Boat ads helped put his candidacy asunder. Typically, one big ad can have an effect.  But those Swift Boat ads are rare. What about all the other drecky ads? They just create confusion.

Just as consumer brands are built using an organizing principle steeped in positivity, PAC attack ads must be organized for negative effect. They should also follow the 1 one claim, 3 proof plank construct. Otherwise, PACS are just throwing tons of negatives at the wall.  It can become cartoonish.

I’m sickened by all the negative advertising in politics and wished it didn’t happen but, hey, it’s life.  And it’s a big business. Why do it poorly?

Peace.

 

Tags: , , , , , , , , ,

I have reading a lot of articles lately about U.S. Military being used in an “advisory” role with allies.  In Syria, in Africa… it is a good way to keep our men and women out of harm’s way and improve the chances of ally success. Yesterday American soldiers accompanied Somalian solders on a raid but did not participate. They stayed on or by the helicopters, no doubt providing logistical, intelligence and strategic assistance.

Implementing brand strategy — affecting an organizing principle for product, experience and messaging – requires similar advisory support before truly turned over the plan to the owner. Brand strategy is never a total culture change for a product, it’s more a refinement, but the refinement requires strong commitment and oversight.  Brand strategy in the marketing department alone, is only a start. It is not until every employee gets the “claim and proof” strategy can true change occur.

The first year is the roughest. It is a learning year. It is a teaching year. It is the year of “no.” Training is key. Advisors are key. This is how you affect brand strategy uptake. And, dare I say, win marketing wars.

Peace.

 

Tags: , , , , , ,

Brand strategies are first and foremost internal documents. Ninety percent of marketers think they are external; ideas to be foisted upon the consuming public. That’s called advertising.

Brand strategy comes way before advertising. It’s an organizing principle for product, experience and messaging. It needs to be sold in at the top levels of a company and enculturated through to the lowest levels of the company. When so handled there are few things more powerful in the land of marketing.

I’ve written before that one of my regrets has been the inability to sell brand strategy throughout the client company. If the strategy is sold only on the executive floor, but doesn’t make it down the elevator, it is less likely to provide the shareholder/stakeholder/business value it needs to.

The heavy lifting of adopting a brand strategy is found in training. And internal communications. PR needs to buy in as well. Once approved, brand strategy is not a democratic pursuit. It needs to be shared, understood, operationalized, practiced and incentivized.

Great brand strategy becomes culture.

Peace.

 

 

 

 

Tags: , , , , , , , ,

I don’t like being a brand commentator, sitting on the sidelines sharing what’s wrong with brands, without offering something positive. And I feel that way with Yahoo! As a brand consultant, people hire me to help create brand strategy. Were Yahoo! to hire me, here’s what I’d do. (Earlier in the month I wrote about What’s The Idea? process which covers Discovery, Fermentation and Boil Down. Here’s how I’d handle Discovery.

I was watching cyber security conference video last week and a senior level Yahoo! Security officer was leading the talk. He was smart, witty, believable, and committed. He is what I call a Poster – someone willing to share and help the public learn. Sadly, this gentleman who has since moved on to a big job at Facebook, was stowed away at corporate not seeing the public light of day. With Yahoo!, often all we get as the viewing, investing and using public, is Marissa Meyer playing offense and defense. Mostly from a stage.

I suspect there are scores of people like this security office at Yahoo! and these are the people I would speak to in Discovery. These are the body organs that drive a brand. That fuel the brain. That feed the mouth.

At Yahoo! we’ve been getting a modicum of brain and a lot of mouth. A good brand discovery would help go all deep dish on the company.

Peace.

 

 

Tags: , , , , , , , , , , ,

« Older entries § Newer entries »