I’ve met some unusually powerful brand advocates over the years. And some not so much. Both are approvers and deniers of advertising and messaging. One advocate, a telephone company president, killed a Wall Street Journal ad containing a visual of 10 adorable puppies because “Our customers aren’t dogs.” The bad ones approve or deny ads because they like or dislike them. When a client breaks out the like-ometer, the agency is in trouble.
And then there are clients who kills or approve and ad because they supports generic business or messaging goals such as it generates leads, get more “likes,” or offers ad memorability. This is better but still poor brand craft.
When a product or service has an active and strong brand strategy, all the yeses and noes are grounded. They’re all strategic. A brand strategy (one claim, three proof planks) gives form and reason to advertising. I’ve never felt bad losing an ad when the brand strategy card was played. Ever.
Brand strategy makes ad craft and brand craft scientific.
May 19, 2017 in Marketing
Two titans of retail are facing off and it’s going to be wild. Walmart and Amazon. Amazon and Walmart. There will be only winners: the businesses and the custies. Amazon continues to kill it in online retail. So much so, in fact, that they’re looking into some brick and mortar places to make product access […]
May 18, 2017 in Marketing
Someone on Quora asked a question about the worst taglines used in branding. Got me thinking. Brand planners may feel differently about taglines but for me they’re a powerful branding vehicle. To the tagline falls the work of explaining and defining what the brand is when the name falls flat. When a name doesn’t pass the Is-Does test […]
May 12, 2017 in Marketing
I write a good deal about pent-up demand. It is a marketer’s best friend. When Miller Lite was launched no one had ever successfully marketed a low calorie beer. Ergo there was no demand. The market had to be educated as to the value of light beer. Once done, demand was there. No pent-up demand. […]
May 11, 2017 in Marketing
When there is no start-up ad budget, there are no false prophets. Just product and consumers.
May 10, 2017 in Marketing
Marketing is problem solving. Through productizing and service-izing. And since marketing is inextricably linked to branding, problem solving is inherently a good brand strategy trait. The digital economy has brought us many things to be excited about as marketers: the web, big data, small batch/craft economy offerings, and the Uberization of services aka the sharing […]
May 8, 2017 in Marketing
I learned that whenever I was “selling” and it didn’t sound natural, I wasn’t really selling. I was wasting breath. When I sounded like a commercial or a brochure, I was wasting time.
May 5, 2017 in Marketing
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 […]