In the early months, Stitch Fix did not have enough money to do advertising. This was a good thing. Start-ups today often have A or B round money to spend on demand generation ad programs. I like the idea of running a start-up without advertising – for a while at least. It puts employees and consumers in charge of marketing. Not agents. Creative directors, media buyers and English majors shouldn’t be responsible for new product success.
When there is no start-up ad budget, there are no false prophets. Just product and consumers.
Advertising is an accelerant to be introduced when the product is right. When the product meets pent-up demand. Ads, done well, are also expensive. Ads done poorly can also be expensive, by making the company look gooberish. Unprofessional.
Just as France has a moratorium on media 24 hours before an election, start-ups should have a moratorium on advertising for the first 6 months.
November 21, 2017 in Marketing
I was going over some notes taken during a recent WARC webinar presented by (my boy) Faris Yakob and came across a slide on the customer journey. I’m a fan of customer journey having created a facsimile I call Twitch Point Planning. Twitch Point Planning attempts to “understand, map and manipulate a customer closer to […]
November 20, 2017 in Marketing
I’m a big proponent of something I call Meme Metrics. Wikipedia defines a meme as “A meme (/ˈmiːm/ MEEM) is an idea, behavior, or style that spreads from person to person within a culture — often with the aim of conveying a particular phenomenon, theme, or meaning represented by the meme.” As a blogger who […]
November 17, 2017 in Brand Strategy
I’ve been on a little discovery jag lately. When you are a consultant and freelance for ad or branding agencies, you must often use discovery methodologies with which you are unfamiliar. You do it then calibrate your brain to cill the insights needed to write the brief. A brief that may, also, not be yours. […]
November 14, 2017 in Marketing
Radhika Jones was named editor in chief of Vanity Fair magazine yesterday. Vanity Fair is a literary brand with few global peers. Magazine brands like The New Yorker and Vanity Fair have a history of long standing editors, people who sit atop the title for decades. Great magazines get branding. When asked about her plans […]
November 13, 2017 in Marketing
I just read an interesting study on brand recall. The methodology used saw consumers attempt to draw from memory brand logos. Starbucks, Target, Apple, Adidas, etc. are apparently hard to recreate when asked to put pen to paper. Much easier I would imagine, would be creating logos when given marks and type from a sort […]
November 9, 2017 in Marketing
Before there was Google Maps, before there was Waze, before Siri, we used to be get into cars and drive to places we had never been before, without software. Only a couple hundred years ago we navigated by trails, celestial guides and landmarks. Branding is a little old school like this. We create trails that […]
November 7, 2017 in Brand Strategy
Brand planners at agencies have two jobs. One job is to assist with new business strategy where they mine insights that make it easier for consumers to like, want and buy a brand. The other type of brand planner runs day-to-day tactical business. These are the day-planners. Once the master strategy is in place, […]