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.
March 22, 2017 in Marketing
What comes first the brand strategy or the egg? The question is particularly germane when brand planning for a service company whose deliverables are people, paper, process and transaction. Does the strategy inform the service or the service inform the strategy? Almost always the answer is the latter. When you work on this kind branding initiative […]
March 21, 2017 in Marketing
Yesterday I was watching a video entitled “How to Use Periscope Like A Pro” and about 3 minutes in the speaker mentioned the #1 rule for success: “Know your brand.” Good advice. “Think about your brand, your message, your topic, your expertise,” was the speaker’s advice. Know your brand (strategy) is how all brands must operate, […]
March 20, 2017 in Marketing
I took a part time job a couple of years ago doing something I’ve never done before. Sales. Belly-to-belly sales, to be more specific. Quite a departure getting paid to look the consuming public in the eye and pitch. “Story” had always been an important part of my marketing life but in this new position, after product […]
March 17, 2017 in Marketing
In my brand strategy presentation I share real examples. The first couple of minutes are about theory and process then I trot out real client strategies, sans brand name, as they are proprietary. The first examples, which everyone sees, is wonderfully tight, uncomplicated and easy to reckon. It’s for a commercial maintenance company – the […]
March 16, 2017 in Marketing
How many corporate marketing plans are created each year using cut and paste? That is, how many marketing directors open the Excel chart from last year, copy all fields and pasted them into a new worksheet as way to start their budgeting and planning process? Far, far too many. Some budget line items will stay […]
March 15, 2017 in Marketing
I was thumbing through old Quora posts and noticed I had made a ringing endorsement of Google Glass. “How could it not work?” The medical field alone would be enough to keep it an exciting new product. Wrong! Many years ago I worked for McCann-Erickson, a top 3 advertising global agency. McCann handled Coca-Cola. They […]
March 13, 2017 in Marketing
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 […]