Many pop marketing discussions today revolve around narrative. Campaigns are bought and sold based on the word. Agencies hired and fired. Social media has cornered the market on brand narrative. I like the word, in fact. It’s a much better word than “sell.” In fact. my brand planning rigor is steeped in narrative. But it’s over as a selling mechanism…ish.
Deeds are the new narrative. Old schoolers might call it “putting your money where your mouth is.” Story tellers tell stories. Leaders use deeds. What are deeds? Tangibles. Things. Actions. Hands on stuff. Story tellers sit about the camp fire. Deedists, make the campfire.
A soldier with lots of medals on the uniform has performed not chronicled. A marketer with a claim and lots of proof to back it up is a marketer whom narrators can get behind. Similar to my Posters vs. Pasters opine – target the Posters, the Paster will follow – marketers should concern themselves with the deeds and leave the narrative to others. Puh-eace!
March 20, 2018 in Marketing
For most small businesses the name is the brand. I suspect, that is why small businesses remain small. For mid-size businesses, the name is also the brand, but there tends to be a need for more marketing and sales support; there is stationery, a website, boiler plate copy for press releases, a need to explain […]
March 19, 2018 in Marketing
There are some fun Capital One commercials running on the NCAA Tournament this year featuring Spike Lee, Charles Barkley and Samuel L. Jackson. There’s a racial tinge to the spots which are kind of grown up or adult. It shows these very funny black comedic actors in various Texas locations/scenarios. In one they are shopping […]
March 16, 2018 in Marketing
The problem with most brands is that they are skin deep. Products and services with derma measured only in millimeters. No depth. No real rational and emotional meaning. Why is that? Because brand building today is too randomized. No real brand plan. No organizing principle driving long term, meaningful KPIs. Sales and revenue are all […]
March 15, 2018 in Marketing
It’s great that Walmart wants to create greater shareholder value by getting into the groceries-to-the-home business, but I’m not so sure it’s good for the planet. I recently spoke to a younger mom who energetically juggles her work and family lives — she uses Walmart’s delivery to the curb service. She drives to Walmart and […]
March 14, 2018 in Marketing
I love this quote I wrote a few years back for a presentation to Gentiva Health Services, now owned by Kindred Healthcare: “Campaigns come and go, a powerful brand idea is indelible.” It’s so true. Ad campaigns get tired. Were I to guess, I’d venture the length of an average ad campaign is 2.5 years. […]
March 13, 2018 in Marketing
I’ve read a number of pieces by brand planners who advocate “question everything.” Look at a problem, then look at it from many other directions. Point-counterpoint. Question everything was driven home to me early in my career with McCann using AT&T’s heavy-handed reliance on consumer research and message testing. It was healthy to listen to […]
March 12, 2018 in Marketing
It’s hard for me but don’t want to get into politics when I talk about Meredith Corporation, the venerable magazine publisher – so I will leave the Koch Brother’s backing of Meredith’s purchase of Time Inc for another day. I will however dig into a bit of the Meredith brand. […]