and organizing principle for product experience and messaging

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I’ve never used the word inchoate in a blog post before. Its definition is hard to remember, as is its pronunciation. I means “not fully formed” or “partially in existence.”  Okay, okay you know where this is going. Am I that transparent?

Most brands use inchoate brand strategy. Everyone says that have a brand strategy. Everyone believes in their logical minds, they have a thing called a brand — comprising a name, logo, and a Ramblin Jack Elliot value proposition. But were you to ask for an articulation of that strategy, in words, on a piece of paper, they’ll want to change the subject.  Ask marketing directors at service companies and B2B companies and it gets worse. You are likely to get push back about brands being for packaged goods. So “nope.”

With the disintermediation of sales and marketing, due in part to Google and the web, brands left unmanaged are brands without endurance.

Brand strategy sets direction for product, experience and messaging. It provides guardrails. Consumers understand brand strategy. They can articulate it, just like they can articulate words from an ad campaign. “We are farmers…” But only when clear. When managed.

Inchoate brand strategy is the enemy. Fix it.

Peace.  

 

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