As a brand planner I have a simple rule. Ideas must be simple. Simple ideas make for good ads. Simple strategies make for good marketing and simple language makes for good communication.
The product for which I am marketing director, Zude.com, aims to be an easy-to-use web authoring tool. For beginners, intermediates and experts. But the code that goes into making Zude what it is, is amazingly complex. The usability coded into Zude, which allows users to drag-and-drop any web object onto a page (text, pictures, video, widgets, websites) is Einstein-ian. But the consumer benefit — the result — is wonderfully simple.
Finding a powerful branding idea is heavy lifting too. It’s the result of crazy hard work. Inputs from the product itself, consumers, the product architects, research, and management all go into a big planning vessel. That vessel then must meet a catalyst (planner) and the “boil down” begins. As extraneous and secondary brand detail and benefits fall away, things start to take focus. (In planning, knowing what not to use, is three quarters of the battle.) As evaporation takes place the idea gets stronger. It’s very organic. If the end result is a simple statement that meets a consumer need and can be uniquely and elegantly delivered through the product, you have a successful idea.
New York- Presbyterian’s idea, from yesterday’s post, was “amazing. Coke is “refreshment.” See, it’s simple.
Noah Brier, a brand planner has published a fun little app that captures brand meaning in one word. http://www.brandtags.net/
May 23, 2018 in Marketing
In a nutshell, my framework for brand strategy can be described as “one claims and three proof planks.” What’s a proof plank? It’s a series of like-minded examples or proofs. Tangible, intelligible evidence. If I make a claim I am strong, proof of that claim is me picking up 300 pounds. When a restaurant says […]
May 22, 2018 in Marketing
I’m reading a book by Daniel Lubetzky, the social entrepreneur who started Kind Healthy Snacks. There is no arguing with his story, his business strategy (to create businesses that unite politically disparate people), or products. Therefore, there should be no arguing with is book. His ten principles for success are just fine. One principle Mr. […]
May 21, 2018 in Marketing
YouTube Music relaunches tomorrow with one of the worst brand extension names ever. YouTube was born as a video channel — a pretty amazing brand in and of itself. Over the years it has developed into a powerhouse in the mobile music and streaming realm, yet along with YouTube Red and Google Play Music has […]
May 11, 2018 in Marketing
Have you ever wondered how the men and women who do financial reporting write headlines for daily stock market results? On in today’s NYT read “Tech and Health Care Firms Lean Broad Rally.” Some of it is pretty easy: They look at the big winners and losers and simply declaim. It’s data centric. When less […]
May 10, 2018 in Marketing
Customer-facing research is often undertaken by consultants. Outsiders. Pollsters. Research analysts. But who are the real customer-facing experts? The employees who actually face customers. All those employees. Many marketing organizations go straight to consumers to find out about the customer experience. Certainly, a great place to start. But when talking about presenting a face to […]
May 9, 2018 in Marketing
Nike is parting ways with 11 top executives in the face of an employee survey pointing to sexual harassment in the workplace. Facebook is reorganizing into three divisions to put senior management eyes closer to the work areas that have been a little lax in the security department. It seems that firing and reorganizing are […]
May 2, 2018 in Marketing
I was sitting in a living room a few years ago in Brownsville Brooklyn at the home of the head of a local non-profit. There were volunteers there from all walks: educators, musicians, politicians, activists, neighbors and me. The organization, Bailey’s Café, for which I ultimately wrote a brand brief, did what I called “Good’s […]