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.
April 24, 2018 in Marketing
There’s a smart business development company by the name of Lead Forensics who recently did a demo for me. I had been through the demo a couple of years ago, but they are persistent marketers and I love persistence. Lead Forensics does a reverse lookup on visitors to one’s website and marries that to a […]
April 23, 2018 in Marketing
In one of Hilary Clinton’s campaign speeches on the topic of “playing the women card’ she uses a meme-able statement “Deal Me In.” She liked it so much she used it repeatedly in her Democratic National Convention speech. In context, it was a wonderful, powerful sentiment. It became a campaign theme and meme. A […]
April 20, 2018 in Marketing
Social Media is a great tactic for marketers. But how great is yet to be determined. There’s a famous quote from John Wannamaker who once said, and I paraphrase, “I know half of my advertising is working, problem is, I’m not sure which half.” If retailer extraordinaire Wannamaker says only half his advertising is working, […]
April 19, 2018 in Marketing
The hottest advertising topic of the day is digital ad privacy. Mark Zuckerberg brought his suit to Washington last week to answer questions about privacy before Congress and now those interested understand they can turn privacy settings on. Where and how to do it may be a bit of a slog, but at least they […]
April 17, 2018 in Marketing
When I ask new clients “What is your product strategy?” I get a funny look. Typically, they respond with something like “Make the best possible product, meet the specific needs of the customer, and provide it with a level of service the exceeds their expectation.” Or some such goulash. Even service companies will use similar […]
April 13, 2018 in Marketing
Kylie Jenner’s makeup sold $420 million in 18 months with minimal advertising beyond her Instagram posts. Her lip kits and eyeshadow palettes, at one point, retailed for $27 and $42 respectively. At a street fair on Long Island teen girls were falling over themselves to buy the stuff. The police showed up after a while, […]
April 12, 2018 in Marketing
“According to several studies, showing or simply feeling gratitude has mental health benefits, including promoting a happy frame of mind.” The New York Times, Of Interest column, 4/12/2018. As I think about all the brand strategies I’ve written, I’m hard pressed to come up with a claim and proof array that ties to gratitude. […]