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/
July 19, 2018 in Marketing
Repetition is an old saw in the advertising business. Reach and frequency being words we grew up on. Reach is the total target you hit with a message and frequency is the number of times it was seen by said target. If you bonk people on the head enough times with your message, they’ll remember […]
July 18, 2018 in Marketing
My branding thesis is built upon the idea that 90% of marketing communications is hot air. That leaves only 10% for the good stuff: real selling. Also known as “proof” of value. In an ad brief, this might be referred to as “reasons to believe.” Listen to a :60 second radio commercial and pull out […]
July 17, 2018 in Marketing
My brand briefs are filled with heart-warming, heart wrenching twists of a phrase. They are meant to engage the Amygdala. Trust me, they work when it comes to selling brand strategy (one claim, three proof planks.) But unless you are Bob Dylan no consumer is going to remember your poetic brand claim and proof array. […]
July 12, 2018 in Marketing
In the toast at my daughter’s wedding I plan on sharing a smidgeon of marital and parenting advice. A brand planner by trade, I make a living observing behavior then packaging it into small, memorable bits of advice. Toast advice number 1. Don’t use the “H” word. Both my kids should remember this one; it’s […]
July 11, 2018 in Marketing
I’d like to say when it comes to brand planning my philosophy is “listening” but it’s not. Many will tell you the best cultural anthropologists are listeners, observers and silent recorders of behavior. They are. Many brand planners today are expert listeners but not all see. Watching confirms what the ears hear. Observing can add […]
July 10, 2018 in Marketing
My baby girl is getting married in a couple of months and I’ve been wondering what to say in the toast. Stuff about her? Everyone in the room knows her. Stuff about her soon-to-be-husband? Many will know him better than I. Should I lead with a joke? I’m funnier extemporaneously than when I write material. […]
July 6, 2018 in Marketing
Not sure if this is an apocryphal story or not but it certainly sounds legit. There is a 10 A.M, Delta flight out of LaGuardia weekdays that flies into Bentonville, AR home of Walmart. Anybody who is anybody in retail, I’m told, has been on this flight known as the Bentonville Bus. If you want […]