A company’s first ad is very telling. Every company should keep its first ad and frame it. Make it available as a tab under “About” on the website. One can predict a lot about a company by reading or watching its first ad. Typically it contains the company Is-Does: what a company is and what it does; something not always well-handled by mature companies, let alone infants. The first ad is likely done in-house. If done by an agency, that’s a good sign. It shows trust and willingness to invest.
First ads often makes one think about logo and tagline. And story. Most first ads happen when a company is small and control is centralized. It will therefore help readers understand vision and the ability of management to focus. It will also convey if the company is going to be “me” (inward) focused or “you” (customer) focused.
A first ad is like a baby. Hard work. Nerve-wracking. Often a little bit ugly. But something to love. It is a beginning.
Dust off your first ad and send it to me. I’ll give you a little blurb on how you have grown your brand since.
Peace in Baltimore.
November 21, 2017 in Marketing
I was going over some notes taken during a recent WARC webinar presented by (my boy) Faris Yakob and came across a slide on the customer journey. I’m a fan of customer journey having created a facsimile I call Twitch Point Planning. Twitch Point Planning attempts to “understand, map and manipulate a customer closer to […]
November 20, 2017 in Marketing
I’m a big proponent of something I call Meme Metrics. Wikipedia defines a meme as “A meme (/ˈmiːm/ MEEM) is an idea, behavior, or style that spreads from person to person within a culture — often with the aim of conveying a particular phenomenon, theme, or meaning represented by the meme.” As a blogger who […]
November 17, 2017 in Brand Strategy
I’ve been on a little discovery jag lately. When you are a consultant and freelance for ad or branding agencies, you must often use discovery methodologies with which you are unfamiliar. You do it then calibrate your brain to cill the insights needed to write the brief. A brief that may, also, not be yours. […]
November 14, 2017 in Marketing
Radhika Jones was named editor in chief of Vanity Fair magazine yesterday. Vanity Fair is a literary brand with few global peers. Magazine brands like The New Yorker and Vanity Fair have a history of long standing editors, people who sit atop the title for decades. Great magazines get branding. When asked about her plans […]
November 13, 2017 in Marketing
I just read an interesting study on brand recall. The methodology used saw consumers attempt to draw from memory brand logos. Starbucks, Target, Apple, Adidas, etc. are apparently hard to recreate when asked to put pen to paper. Much easier I would imagine, would be creating logos when given marks and type from a sort […]
November 9, 2017 in Marketing
Before there was Google Maps, before there was Waze, before Siri, we used to be get into cars and drive to places we had never been before, without software. Only a couple hundred years ago we navigated by trails, celestial guides and landmarks. Branding is a little old school like this. We create trails that […]
November 7, 2017 in Brand Strategy
Brand planners at agencies have two jobs. One job is to assist with new business strategy where they mine insights that make it easier for consumers to like, want and buy a brand. The other type of brand planner runs day-to-day tactical business. These are the day-planners. Once the master strategy is in place, […]