The problem with most brands is that they are skin deep. Products and services with derma measured only in millimeters. No depth. No real rational and emotional meaning. Why is that? Because brand building today is too randomized. No real brand plan. No organizing principle driving long term, meaningful KPIs.
Sales and revenue are all that matters. Sales teams are motivated by commissions. Retail buyers are motivated by bonuses. Ad agents make money off of fee hours and volume. And media is paid by the media transaction, not the result.
It makes me think of healthcare – where docs and hospitals are compensated for helping the sick, not preserving the healthy.
Brand planners dig beneath the skin. We get down to the organs. When we organize the selling principles, it’s not a Colorforms project, based on cut-and-paste tactics and theatrics. It’s a plan to build value leveraging what a brand is good-at and what consumers care-about. A plan driven by a deeply seeded claim, one that warms the hearts of brand employees and customers.
Salespeople can “sell anything,” they will tell you. Brand planners only want to sell one thing. Tink about it, as my Norwegian Aunt would say.