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/
February 20, 2018 in Marketing
Highland Brewing is “an original” craft brewery located in Asheville, NC – founded in 1995 by Oscar Wong. When I moved to Asheville and having becomes a big fan of the Highland Gaelic Ale, I decided to contact president Leah Wong Ashburn for a quaff and chat about branding. Ms. Wong, I learned, was way […]
February 19, 2018 in Marketing
One of the keys to good brand planning is the consumer interview: Getting consumers to open up and share deeper insights. To start you must do some shallow digging, but you don’t want to stay there too long or the process will feel like an online survey. If you sound like a research survey, you […]
February 16, 2018 in Marketing
I went to the Starbucks yesterday, one housed in my local Ingles grocery store, and a nice young women in a non-descript polo shirt came to serve me. I was looking for an Ingles logo on the shirt, but didn’t see one. Within a minute another woman walked into the Starbucks retail space with a […]
February 15, 2018 in Marketing
As a brand planner, whose primary concern is developing master brand strategy, my discovery phase is all about finding the right claim and the three most motivating proof planks supporting that claim. This claim and proof framework is perhaps the simplest most easy to understand means by which to build a brand. Claim and proof […]
January 30, 2018 in Marketing
I’m working on an assignment that has me reading a child development text by a PhD and clinician who also happen to be parents. The text delves into brain function. Fellow brand planner and friend Megan Kent has built up a great practice mapping the brain to preference and emotional attachments to brands. Check her […]
January 29, 2018 in Marketing
I was reading a recipe this weekend for chick pea chili (don’t judge) and decided right off the bat I’d never make it. Not for the chick peas, not for the drive to the grocery store(s), but for the over complication of ingredients. I favor minimalism in my cooking. It’s easier to taste a few […]
January 26, 2018 in Marketing
We remember beauty. We remember new. We remember rich. We remember melody. We remember funny. We remember nature. We remember poetry. We remember pain. We remember educators. We remember warmth. We remember charity. We remember happy. We remember love. We remember triumph. These are the things we remember. These are the things consumers remember. (I […]