Google firestarters

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Eliza Esquivel, an executive marketing lead at Mondelez, spoke at Google Firestarters-NY earlier this week. This lady can ball. No marko-babble from her.

I really sat up when she used what seemed an inside term of art “Building Memory Structures.” It warmed my self-taught heart to hear this because I’ve built a similar framework but never put it so elegantly. I often speak and write of “building muscle memory” and doing so using “1 claim and 3 proof planks,” but these words from the Mondelez camp explain why it’s a company to watch. And why Ms. Esquivel will someday be Ad Age’s Marketer of The Year.

In this Fast Twitch Media world, filled with more Pasters than Posters, Google brand planners (planner who rely on Google only for insights), in a country where every business owner feels s/he is a marketing expert, it’s nice to know there’s are some marketing 30 somethings coming up with big eyes. A generation not smitten by shiny ephemeral tactics and automation technology. Ms. E has some serious vision and a lovely sense of control.

It’s going to be fun watching her career.

Peace.

 

 

 

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Master and Commandee.

Last night at Google Firestarters, Chet Gulland, head of strategy at Droga5 NY, mentioned “1 idea, 50 briefs.” For another Droga brand he spoke of 30 briefs. (The topic of the event, as you might imagine, was the brief.) The brief is what keeps agency planning departments in business. Each project should have a brief. It should outline the task, opportunity, problem and provide a solution spark. The more insightful and powerful these briefs, the better the work…so goes the logic.

An undercurrent at Firestarter and an undercurrent about briefs in general (check out this exceptional video) is that briefs are better seen not heard. Shorter is better. Problem-focus is important. Agile and open are also key.  One panelist, in fact, suggested no brief is the best brief – but he was from a product development/innovation company.

I completely agree with Mr. Gulland though I might word it a little differently. One brand brief, 50 creative briefs. At What’s The Idea?, the idea (claim) is the brand strategy. It is supported by 3 proof planks. Any creative brief, developed by any cohort, must be on idea. The actions, experiences and programs used to generate sales, guided by individual creative briefs, should all celebrate the idea (claim) and support one of the proof planks. Claim and proof.

The brand brief and the many creative briefs it sires will keep planners busy for years to come.

Thanks to Google, Ben Malbon and Abigail Posner for another wonderful event. Eliza Esquivel of Mondelez was exceptional too.

Peace.

 

 

 

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I attended Google Firestarters last night in NYC (thanks Ben Malbon), the topic of which was “constraints” and how they can fuel business and marketing improvements. Speakers included Adam Morgan (Eat Big Fish) and Mark Barden (ex-Guinness) co-authors of the smart new book A Beautiful Constraint. Firestarter panel 012215 In the morning I spoke at a great small business panel sponsored by Teacher Federal Credit Union on the topic of “Return on Strategy.”  One of my business constraints is that I’m a self-taught brand planner. Ada Alpert and other brand planning recruiters won’t touch me because I don’t come out of a traditional brand planning shop. I’ve also not been schooled by a member of the British Mafia. To overcome this constraint I’ve had to study hard from afar, creating my own syllabus and curriculum.

Return on Strategy is one of my self-taught tools. Here’s how it works: Measure your brand strategy (not tactics) and see if adherence puts more money in the bank. Period.

An example: Years ago, AT&T Business Communications Services knew if consumers 1. felt price was within 10% of its closest competitor, 2. believed they had a more reliable network and 3. provided innovative tools to help businesses grow, market share would grow. These became the 3 legs of the strategy. Perception of these things is what we measured through tracking research. So long as we maintained advantage in all three areas AT&T added customers. If we slipped in one area, we started losing customers. Gotta love science.

For my clients the search is all about finding the three key business-building strategies that help grow business. I call them proof planks. When I find the planks I help clients build and manage them. I also make sure they measure adherence and tie it to business gains. You have now attended What’s the Idea? 101. Peace.

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