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!
September 20, 2018 in Marketing
A quote from The New York Times today points to market forces that have made Jeff Bezo the richest man in the world. “One is the unequal impact of digital technology, which has reduced costs and brought convenience to many.” Digital technology has allowed Mr. Bezos to gather $160B in personal wealth, simply by […]
September 19, 2018 in Marketing
There are many definitions of brand strategy. Most hard to understand. And for businesses whose sole purpose is clarity of message, you would think brand strategy definitions would be easy. Here’s mine: “An organizing principle for product, experience and messaging.” What does an organizing principle look like in words? (Brand strategy is inanimate.) Well, […]
September 18, 2018 in Marketing
Eric Christianson, chief marketing officers for Perdue Farms, was quoted in USA Today as saying the new package design for its fresh chicken is about “contemporizing the brand” for Millennials. Research suggests young consumers care about the humane treatment of animals raised for food – and, so, the industrialized approach to husbandry, e.g., heads sticking though […]
September 17, 2018 in Marketing
A brand is an empty vessel into which we pour meaning, someone smart once told me. But products and services often exist before the name is created. So the vessel isn’t quite empty, is it? Have you ever named a child? Empty vessel. Or is it? The parent’s backgrounds are often contributors: family names, favorite […]
September 14, 2018 in Marketing
There are some in the advertising business who believe brand strategy is limiting. They use pejorative terms for brand strategists like “brand police.” (Not that there’s anything pejorative about police.) When a brand strategy is seen as confining, most often by creative people at agencies, the belief is that brand strategists are conditioned to say […]
September 13, 2018 in Marketing
Noah Brier was one of my earlier poster favorites. Unlike a paster, a poster is an original content creator and influencer. An active thought provoker in branding and digital business, Noah blogged like a dookie. Alas, during his early years he got bitten by the start-up bug and co-founded content marketing platform Percolate. I say […]
September 12, 2018 in Marketing
You ever sit in the yard and pull weeds? It’s a horrible job and even worse metaphor for what I’m about to share. My job is not pulling weeds but “pulling proof.” Brand discovery is all about the search for proof points. What is a proof point? It’s evidence. It may be an action. A […]