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I’ve often heard advertising referred to as a mixture of art and science. I agree. The thing about art is, well, it’s art. You assume the artists is doing it because he or she wants to make a living but that may not always be the case. I’ve worked with artists while brand planning on a web start-up and everyone I spoke to wanted to make money. They didn’t paint or sculpt, however, following a sales strategy.
The art that is part of advertising does have a sales strategy. Get attention, create interest and move product. The art may be pretty, mellifluous, poetic – if it doesn’t sell it isn’t likely to reappear.
In branding, art and science are also important. The brand strategy (one claim, 3 proof planks) is the “selling structure” — the science — and the selling tactics are the art. Brand strategy is a vessel (structure) filled with art. And the art can change. Best practices suggest muscle memory is built with campaign-able ideas, yet the reality is as long as the art supports the strategy, the efforts are brand-positive. That’s not to say all art is good art. So brand managers are paid to say “out with the bad, in with the good.”
Art and science are innately human traits. Those who get it right in marketing are the winners.
Tags: 1 claim three proof planks, Art and science, band management tips, brand management, Brand Strategy, marketing tips, whats the idea, whatstheidea
Salesforce should buy Twitter but keep it as a standalone company. Attempting to integrate Twitter into the Salesforce fabric, though it would offer great excitement and return, would make messy both product services. Life’s too short not to try something like this, Marc Benioff might be thinking, but he shouldn’t do it with an eye toward an integrated platform. The puzzle pieces just won’t fit. Not organically.
Mr. Benioff should buy the company. And allow it to resurrect itself with fresh cash, time and vision. But that vision isn’t the same that has fueled Salesforce.
If you are managing a brand well, you are managing a business well. Brand management is all about staying within the lines of a business winning organizing principle. Adhere and innovate, but stay between the lines. When you merge two companies like Salesforce and Twitter, you’re evolving and adding new lines to that organizing principle. It like adding new genes to the pool. Especially for companies as large and successful as these two. Buy, lift and separate.
Peanut butter and ham do not a great sandwich make.
Tags: brand management, business winning organizing principle, buy lift and separate, lift and separate, marc Benioff, salesforce and twitter merger, Salesforce. Twitter, whats the idea, whatstheidea
Can brands get stale? B-school professors will tell you companies go through maturation stages: growth, mature, harvest. Investment spending is heaviest during the growth period while milking profits and low investment occurs in the harvest period. Mature is the middle period where all the hard decisions are made. Mature is where real money happens and success is fickle. This is the period where brands can get stale.
(First off, let me acknowledge that brands aren’t companies and companies aren’t brands. Though sometimes they are. IBM is a company and also a brand. P&G is a company but not a brand. It’s complicated.) For this discussion let’s just say B2B companies are brands.
I’m a big proponent of a brand strategy: Once claim and three proof planks. This framework provides an organizing principle for product, experience and messaging. It works for tooth whitener, wholesale fish purveyors and billion dollar healthcare systems. Unlike a tagline, graphics style manual and ad campaign (the drivers of most brands), a brand strategy allows for freshness and flexibility. And it works in all the life stages of a brand. A brand strategy provides business winning strategy directives. It fights staleness when in the hands of smart brand managers.
Brands can get stale. Business executives become most sensitive to it when sales are down. When the campaign becomes too familiar. If business fundies are without flaw, e.g., headcount, distribution, pricing, then I always suggest getting the brand strategy right. It’s how businesses and brands flourish. Peace.
Tags: 1 claim and 3 proof planks, b2b brand management, brand management, Brand Strategy, one claim and three proof planks, stale brands, what to do with a stale brand, whats the idea, whatstheidea
This is my last post of 2011. Are you ready? It’s a short one.
No one loves consumers more than I. I study them, they are my living. But consumers don’t know scheiße (German, pronounced shy-zah) about managing brands; let’s stop pretending they do. May peace be upon you.
Tags: brand management, scheiße, whats the idea, whatstheidea
The NY Mets are my team. When a young ‘un in NYC with no money and nothing to do, I’d sit in my studio apartment listening to the Mets and keep the box score on yellow lined paper purloined from work. I attended the first ever Word Series Game at Shea stadium (Thanks, dad.) and got my first business lesson when Tom Seaver was traded – he looked awful in red, by the way.
Marketers these days are all “We don’t own the brand, consumers own the brand” and I couldn’t disagree more. It is the mission of marketers to organize and direct the conversation around their products. Sadly, New York Mets fans want to talk about one thing: team payroll. Then about Bernie Madoff and Jose Reyes. And Mets management is letting them. The conversation is dominated by money. When Sandy Alderson took the bait the other day in response to why the Mets had not resigned Jose Reyes huffing “We lost $70 million last year,” he was not managing the Mets message.
Every minute, every hour there is something baseball-like to talk about for the Mets. There are roster and farm team heroes to bring to life. The Mets fans who love the brand – not those people who stand on the Shake Shack line for 55 minutes – need organized reasons to continue to love the Mets and they aren’t getting them. There is no organizing principle for the Mets brand that lays the groundwork for the marketing, hence the conversation defaults to money. Here’s my suggestion for Fred, Saul and Jeff: Embargo any talk about money by marketing, management and players. And talk only about the game. That would be a start. Peace.
Tags: Bernie madoff, brand management, fred Wilpon, Jeff Wilpon, jose reyes, managing the brand, new york mets, sandy alderson, Saul Katz, shakde shack, shea stadium, tom seaver, whatstheidea, What’s the idea?
Have you ever noticed that law firm earnings rarely make the papers? Or that gazillion dollar law firm names are unknown by the masses? We really never think about big corporate law firms. As Occupy Wall Street targets the banks and focuses on corporations that do not pay their fair share taxes, lawyers walk back and forth with nary a glance.
A friend of mine is in operations at a law firm in NYC and very involved in build-outs and office relocations. His firm is in a semi-historic NYC building and they are renovating like a dookie. Conference rooms like museums, two-story, south-facing offices that would make a king blush. Corporate and high-end law firms are the subject of good TV drama, but fly under the radar because they are private and in the business of stealth and secreting information. They are also in the business of reverse brand management.
Staying out of the public’s eye and keeping clients invisible is an art — and lawyers do it best. Perhaps some large communications companies who build reputations for a living should hire and study top law partners to understand the enemy. The enemy being the opposite of promotion. Perhaps then we can invent a few new ways to sell. Peace.
Tags: brand management, Law firm brands, law firm marketing, occupy wall street, reverse brand management, whats the idea, whatstheidea
What do Jim Beam, Moen Faucets, Master Locks and Titleist golf balls have in common? The letter “e?” No. They are all owned by Fortune Brands, a public company with $6.5 billion in annual sales. It was announced yesterday that Fortune Brands will be split into 3 companies: House and Hardware will be one public (stock) entity, Spirits will be a new company (private), with Maker’s Mark, Canadian Club, Courvoisier and Laphroaig in its liquor cabinet, and Titleist the smallest revenue producer, which will likely be sold.
These are all very nice brands. Consumers know these products and have seen all supported by strong brand management over the years.
Pershing Square Capital Management recent took ownership of 10.9% of Fortune stock and, in the driver’s seat, has decided to enforce the trivestiture. Normally this type of thing is seen as raiding and is all about making a quick buck, but the value of these brands makes me think this is not going to be such a bad thing. Each of the three entities will have greater product and consumer segment focus. Management will be able to tighten up its obs and strats, with consumers not feeling a thing. A history of strong brand management is the legacy of the current Fortune board and its forbearers. All brands should do well and be revived. Peace!
Tags: brand management, Canadian Club, courvoisier, fortune brands, Jim Beam, laphroaig, Makers Mark, Master Locks, Moen Faucets, Titleist, trivestiture, whats the idea, whatstheidea
The word “branding” means many things to many people. To an art director it means design. To a writer it means tag- or campaign-line. A media person sees it as threshold weights of eyes and ears. A web designer sees branding in terms of wireframes. Digital agencies view it as the part of their portfolio that doesn’t need to be judged on click throughs.
Selling, on the other hand, is a verb and it has only one meaning. Moving merch. Or services.
No matter who is using or misusing the word branding, it’s important they know it means selling. Not exposure. Sadly, many feel getting the name out there is enough. When a communication is all claim and no proof it’s nothing more than “we’re here” advertising. “We’re here” advertising simply acknowledges the category and where to buy. “If you have lung cancer, our hospital provides hope.”
Branding is about organizing proof beneath a claim. That’s why creative briefs have a line called “reason to believe.” If there is no reason to believe – following an organized, road-mapped, discrete plan – there is no branding. There are simply tactics. Tactic may be the fun in the business but the revenue and earnings are in brand management. Peace!
Tags: Advertising, brand management, branding, claim and proof, click-through, marketing tactics, selling, we are here advertising, whats the idea, whatstheidea, wire frame