landor associates

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Wikipedia defines deterministic system this way:

“In mathematics and physics, a deterministic system is a system in which no randomness is involved in the development of future states of the system. A deterministic model will thus always produce the same output from a given starting condition or initial state.”

I am here to argue that brand strategy is s deterministic system. Most would argue it’s chaos theory.  Frankly, most people would be right. Brand strategy is chaotic. It is random,

Ninety percent of marketing organizations are set up to deal with brand strategy as a communications consequence. “We need order in our messaging, ergo we need a brand strategy.” Tasked with spending money mainly on ads and events, these orgs spend hundreds of millions each year on naming, logo development, style manuals and ad templates. Landor says, “Thank you very much.”

A smaller number of marketing orgs take it to the next level plotting out consumer experience; mainly in retail or online settings. What does t a Dunkin’ Donuts store look like? Where do we put the seasonal stuff at Costco? How do we offer online professional development at Teq?

And lastly, in the smallest percentage of marketing organizations, are those who actually think about the product. What do we do to the product to improve it to meet customer needs? Or with what do we replace our product to better deliver our value promise?

A tight brand strategy leaves nothing to chance. It speaks to all three marketing organizational models.  One claim and three proof planks drive all measures of business success. It starts at the brand level and IS accountable. I used to call it Return On Strategy (ROS), I now call it Return On Brand Strategy (ROBS.) Stay tuned.

Peace.           

 

 

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I am putting together a workshop for next month and have decided to title it “A marketing consultancy, behind the curtain.” The subtitle is something like, the tools and trick of a marketing consultant. The workshop needs to fill 3-4 hours and as David Bromberg likes to say, I have a “pocketful of funnies,” but need to figure out which ones and in what order to share them.

First off and foremost I will talk about the brand strategy. Most think brand strategy is the thing Landor writes before they charge you $250,000 for a logo and style book. At What’s the Idea? a brand strategy is way more (but less expensive). Here, a brand strategy is defined as an “organizing principle” for business success. Not communications success. In order to create an organizing principle for business success one must first understand business fundamentals. One tool to do so I call 24 Questions. With the 24 Questions answered I can speak the language of the CEO, CFO and CMO. When you use a company’s data and language you tend to not fall into the marko-babble trap – talking about transparency, operational excellence, customer centrism, and elevator speeches.

So explaining brand strategy and the 24 Questions are the first two tools I’ll address in “Behind the Curtain.” Stay tuned for more. Peace.

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