fly paper strategy

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There are some in the advertising business who believe brand strategy is limiting.  They use pejorative terms for brand strategists like “brand police.” (Not that there’s anything pejorative about police.)  When a brand strategy is seen as confining, most often by creative people at agencies, the belief is that brand strategists are conditioned to say “no.”  And it’s true to a degree; good brand manager wants deposits in the brand bank.    

Brand strategy needs to be shared with creative teams and content builders well before the creative process begins. Not on the eve of the job. Creators need to understand the claim and proof array that is brand strategy, then they need to sleep on it and live with it.  Brand strategy done right is like fly paper.  It captures ideas over time.  There is nothing more freeing when ideating than having an articulatable goal. A goal beyond simple engagement and recall.

If you have a creative team working on an assignment, brief them early. Engage them over time. Let the strategy percolate.  Then set them free on an assignment. You’ll up your potential for “yes.”

Peace.

 

 

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Fly Paper Strategy

My first brand strategy was a career changer. I was at technology boutique called Welch Nehlen Groome, in Garden City, NY trying to introduce account planning to the advertising rigor. The client we were going after was ZDNet, a Ziff Davis property in the tech space. It began as a portal of all the Ziff Davis technology publications with a few interactive bells and whistles.

Our contact at ZDNet, Michael Della Penna, passed on a PowerPoint deck from a branding shop in San Francisco. The firm clearly understood branding I thought, because it had a cool name. Dog Bowl or Bath Water or some such. Once past the title page of the deck however, I noticed the group was all hat and no cattle. 80% of the paper was marko-babble. Or more specifically, brand-babble.

I don’t remember writing a deck to win the business. I remembered the brief. ZDNet had a good sense of their proof points; they were smart people, as techies often are.  They just didn’t get the poetry side of strategy – the claim side. Their brand planks were what they called the 3Cs: Content, Community and Commerce. ZDNet’s main competition at the time was C|Net, who matched up pretty well with the 3C.

The Brand Idea from the brief was “For Doers Not Browsers.” A strategic cherry and rational/emotional difference maker. We won the business and the CMO of all of Ziff companies called the paper strategy galvanizing (my word, it was a long tome ago).

I was hooked.

 

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