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/
November 19, 2018 in Marketing
As a kid who grew up in the ad business, I’ve seen a lot of ad craft. Today, as a brand planner it’s hard for me to look at advertising without a jaundiced eye. When I see ink and words and picture, but not strategy, I cringe. Worse when I see an ad with 7 […]
November 16, 2018 in Marketing
A brand strategy brief, at its very best, is a story. A story with beginning, middle and end. Like good entertainment it contains a problem, solution(s), tension and resolution. Most importantly, it needs to appeal to the reader/viewer (aka the consumer) in order to take hold. I write brand briefs for a living. In each […]
November 14, 2018 in Marketing
A number of years ago, I came up with a comms planning notion called Twitchpoint Planning, the basis of which was that people use multiple devices when researching and gathering information; information that will ultimately result in a sale. Some called this customer journey exercise. I honed it toward more of a digital exercise. A […]
November 13, 2018 in Marketing
I wanted to flame a senior care organization my mom spent time in and was looking for a Yelp or Google kind of comments page in the senior care space. I found something called Senior Advisor, who baited me with a couple of comments then, in order to get to the 4th review, requested my […]
November 9, 2018 in Marketing
In my career as a planner, I have trotted out two different Steve’s when interviewing people in discovery. The first is the “I’m a quick study” Steve. This Steve wants interviewees to know he’s savvy in the business, the market and the category. I wouldn’t call him cocksure, but an air of self-assuredness is the […]
November 8, 2018 in Marketing
So it looks like the best player in college basketball this year may well be a young man named Zion Williamson. Want to know why I say that? Because he is more talented than his peers and I can remember his name. And you name can’t be remember, you are lost. If Zion’s name was […]
November 7, 2018 in Marketing
I’ve done a good deal of work in healthcare and one brand strategy challenge is working with what might be termed faith-based organizations. I’ve worked with Jews, Catholics, and Lutherans. This morning I was reading about a brand name change for Adventists (The Seventh Day Adventist Church). Park Ridge Health is taking on the name […]