I had to look up the word acculturation a couple of months back while writing a pitch email. In fact, at the time I wasn’t sure it was a word. Acculturation is mission-critical to my business and the goal of every brand plan I write. A good brand plan helps employees drink the Kool Aid — educating them as to the unique and meaningful points of difference. By acculturating a company with the brand’s promise and supports marketing in its many forms is simplified and made more effective. Only when a company adopts a brand plan can it truly be extended to consumers. The acculturation of a brand plan organizes employee and consumer minds, removing clutter.
Most advertisers and marketers hate “clutter.” I love it. The more clutter there is in a category the more likely it can be broken. A brand strategy may sometimes sound familiar, maybe even undifferentiated, but if it’s the right one, it will be actionable and defensible and its messages, demonstrations, and deeds profound.
Newsday knows where people (on Long Island) live. The Daily News doesn’t. North Shore-LIJ Health System provides a systematized approach to improving healthcare. St. Francis Hospital doesn’t. Isopure Plus uncovers the taste of pure protein. Milky Ensure doesn’t.
When a brand creates a culture around its points of advantage it becomes a brand. When it doesn’t it remains a product. Peace!
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