brand strategy consulting

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Ten percent more US citizens died of drug overdoses last year than did the year before.  Drug manufacturers in the opioid and Fentanyl businesses are making money. I’m planning on swimming in the Maggie Fischer Cross Bay Swim next summer.  It’s 5.25 miles and starts at slack tide — just before incoming tide. Were a leaf sitting on the water that time, the Great South Bay would do a bit of the heavy lifting, perhaps cutting off a half mile or so or effort. (I hope.)

Trends and momentum are good things; especially in the science of marketing.  It’s hard to start a trend, ask most no-name or startup products. People aren’t Googling for trends that haven’t yet happened.  That’s why advertising is still important; it can help to create trends.

Reversing trends is even harder.  Young mothers in America are buying diapers in record numbers. Getting them to potty train earlier, for instance, is swimming against the tide.  

All marketers need to know where they are on the trend-ometer and plan accordingly.

Brand planners need to be trendsetters and trend stoppers.

Peace.  

 

 

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I help companies help themselves. Brand strategy isn’t a tool.  It’s an organizing principle for tools.   The thing about brand strategy is, if you don’t believe it and follow it, it’s worthless. If you don’t enculturate it into the company to truly drive innovation, experience and customer facing communications, you’re not in compliance. Effectively you are driving the car with no destination.  Or a destination of “make more money.”

I see lots of consultants on Twitter who start their profile descriptions saying “I help companies optimize their quack quack quack…”  Brand strategy puts the keys in the company hands, not the consultant’s. Stakeholders who understand this are the ones who succeed.  

When you sign up for a new website or app you have to read and acknowledge the disclaimer.  As a business practice, I should have customers sign a disclaimer statement that they will actively comply with the principles of the brand strategy.

Hmm. I like it.           

Peace.

 

 

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