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ROS stands for return on strategy. In my world brand strategy is strategy. As “an organizing principle for product, experience and messaging,” there is very little that a brand strategy doesn’t touch.
So as Sears tries to become profitable out of bankruptcy and needs to sell under performing stores, that’s about the product. The retail stores being Sears product. If Sears decides to double down on Spanish and Latino customers (as I’ve suggested for years), that’s about experience. And if Sears wants to let customers know it’s time to check it out again, that’s messaging.
The best brand strategies are business-measurable. Not in awareness levels, and engagement, and likeability, but in sales, loyalty and referrals. Attitudes and preference overlaid with sales.
That’s what return on brand strategy is. Returns that can go into the bank. Deposits.
Two decades ago when I told a NY-based healthcare system that proving you had better nurses resulted in higher physician retention, my client marketing lead scratched his head.
Return On Strategy ain’t no disco.
Tags: an organizing principle for product experience and messaging, brand strategy definition, return on strategy, ros, ROS ain’t no disco, sears, sears bankruptcy, whats the idea, whatstheidea
Lots of people talk about company culture. Like it’s a good thing. I’m not so sure. Culture, of course, is a good thing. But company culture, in and of itself, can be limiting. When you put a bunch of likeminds in a room the tendency is to swim together. Nothing wrong with a little corporate water ballet, but I’m one that likes things a tad messy — where ideas and ideals are challenged. That’s how innovation happens.
So what’s better than corporate culture? I’m sure you saw this one coming: brand strategy. That so-called “organizing principle for product, experience and messaging.”
When a commercial maintenance company uses the brand claim “Navy Seals of Commercial Maintenance,” supported by brand planks “fast, fastidious and preemptive,” company employees are able to build a certain, almost predicable value. Unimpeded by a set of cultural beliefs. Brand strategy is freeing not limiting.
It’s okay to study corporate culture but it’s way more productive to study and set brand strategy.
Tags: an organizing principle for product experience and messaging, brand claim, Brand Strategy, brand strategy examples, brans strategy versus corporate culture, claim and proof, Corporate culture, likeminds, navy seals of commercial maintenance, whats the idea, whatstheidea
Brand strategy is an organizing principle that gives brand managers a “go-no go” guide for product, experience and messaging. It makes branding easy.
Nicholas Kristof in the NYT today was talking about the social entrepreneurs attending Davos and how refreshing they were to have around. He was poo-pooing consumerists who are all about the money.
Doing “good” in a commercial sense is smart strategy. In my practice, when I’m looking at care-abouts and god-ats, I try to plot and push brand planks that are socially positive. It’s not hard to do, and it can’t be forced, but it butts up against the nature of what makes humans humans.
When a cigarette ad choses to shoot a photo at the top of a mountain on a bluebird day amongst cottony snow drifts, it’s hitting our natural beauty button. When a box of diapers shows an amazing toddler smile, it hits a warm, nurture button. But advertising which use positive imagery to cloud our judgement about what is “good” is disingenuous. And it give marketing a bad name.
A brand strategy, built with brand planks supporting positive social ideals is deeply human. And enduring.
Tags: an organizing principle for product experience and messaging, brand planks for good, Brand Strategy, care-abouts, care-abouts and good-ats, diaper advertising, enduring brand ideals, good ats, whats the idea, whatstheidea
Brand strategy is, in a word, discipline. I define brand strategy as an organizing principle for product, experience and messaging; that’s all fine and good. But if the paper strategy isn’t actualized by management and marketing, all is for naught. As someone who came up in the ad business, I know that getting work approved is the financial goal. Getting good work approved is the business goal. And in all the day-to-day management of those processes, holding to strategy often gets overlooked. That’s the ad business. On the marketing side, it’s even more complicated. More moving parts. So adherence to strategy isn’t easy. Business strategy is “make more money.” Brand strategy is “make more people love the brand, so you can make more money.”
It takes disciple during all the marketing horse trading to hold to a brand strategy. Everybody has a plan until they get punched in the according to Mike Tyson. That’s how it is with brand strategy. Everybody has a brand strategy until they get punched in the face.
Strong brand is a most critical KPI. (Imagine if you changed your name every year.) It sets direction and it sets expectation. Disciplined brand strategy undergirds all successful brands. Checkmate.
Tags: adherence in branding, an organizing principle for product experience and messaging, Brand Strategy, business strategy, discipline in branding, disciplined brand strategy undergirds all successful brands, Mike Tyson quote, whats the idea, whatstheidea
I’ve written a lot about leaders and their role in brand building. When in the presence of a great leader you can feel it. In the presence of a faux leader, the same. I’ve been a good leader and a poor leader and all the time it’s just me. Why the difference? Why the variability?
There are times to use the pimp hand and times for succor. Knowing which to use and when are key. I just write off the variability to being human. To being fallible. Learn. Learn constantly and keep leading.
Brand don’t have brains. So brand leadership isn’t as hard. With a good brand strategy in place – brand strategy defined as an organizing principle for product, experience and messaging – brand leadership becomes easy. A brand is either on or it’s off. No emotions, no jealousy, no envy. Just one claim and three proof planks.
With a good brand strategy in place, even (human) corporate leadership is easier. As I said earlier this week, brand strategy is like penicillin.
Tags: an organizing principle for product experience and messaging, brand building, Brand leadership, brands and leaders, corporate leadership, whats the idea, whatstheidea
I’ve been talking to a magician about doing some branding work for him. We chatted about the Is-Does – what a brand is and brand a brand does – something that is not as necessary for a magician as it is for, say, a startup. But there are many flavors of magician. So finding your magic sweet spot, is important in so far as positioning. Cards? Illusion? Big stage? Escape?
As we talked, I realized that a performance-based brand (an act really) may require slightly more scope than a company. If a brand strategy is “an organizing principle for product, experience and messaging,” then the proofs of the brand claim may include, things like introductory music. It could also include costume, staging, lighting, and lots of other things I’ve never thought about as elements of a brand plan. It’s rather exciting, actually. The unknowns are aplenty. Kind of like magic.
Should be fun. Peace.
Tags: an organizing principle for product experience and messaging, Brand Strategy, brand strategy for a magician, branding isn’t magic., Is-Does, magic, what a brand is and what a brand does, whats the idea, whatstheidea
I’m going out on a limb here to say the majority of marketing buildables, e.g., ads, websites, PR plans, research studies, and content marketing are created sans a brand brief.
The tendency for agencies to work off a brand brief is much greater than for one-off contractors, but even they tend to use a campaign briefs or tactical briefs. Whose fault is this? Clients. It’s the client who provides the input…and the approvals. It’s the client who needs to have an organizing principle for product, experience and messaging (aka brand strategy). It is the client who needs to codify it and make it sharable.
Smart ad agents/contractors ask clients “Do you have a brand brief?,” but know the answer is “no.” Every company has a website. How many of those writers and coders worked from a brand brief? Every company has an ad. Same question. Every marketer will tell you they have a brand. 95% of those people can’t articulate that brand in a clear, concise way. They don’t have a brief.
Tags: an organizing principle for product experience and messaging, brand briefs, Brand Strategy, marketing without a brand brief, whats the idea, whatstheidea
Brand strategy is a bit like plumbing. The theory is nice but it’s the real pipes and engineering that carry the water. I say this because when I read or see many people interviewed about branding they often answer with authority, but generically. Sure brands need an organizing principle for product, experience and messaging. Sure they need visual and style directives. Of course, they need to promote values that help sell and satisfy. But the real business of branding can only be discussed in depth, with alacrity, when the strategy itself is known.
To ask a so-called brand expert questions about branding or tactics, sans actual strategy, is like asking president Trump about policy. All you get is “wonderfuls” or “disasters.” You don’t get meaningful, actionable insight. To going back to the original plumbing metaphor, you get discussion about pipes, elbows, resin and leaks. Brand experts, me included, need to dole out advice citing actual strategic examples. Not generics.
Tags: an organizing principle for product experience and messaging, Brand Strategy, brand strategy examples, donald trump, whats the idea, whatstheidea