off piste marketing

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Brand planning is not just about words on a paper. Colors on a palette. Planks and buckets and values. Or even taglines…and I’m a big fan of taglines. (If you’re spending marketing dollars which don’t prove your tagline, you’re “off piste,” as I like to meme.)

Brand strategy is integral to marketing. As such, all brand planners are marketers. As marketers we need to be look beyond the dashboard. Look at what’s next. The earth is not flat.

My night job is to wake up with new product ideas. Ideas that deliver on the brand strategy (one claim, three proof planks).  If in consumables, I’m dreaming about making packaging more planet friendly.  I was watching a YouTube video yesterday about shampoo bars that sell sans plastic bottle and cap.  Come se Genius??

The growth of innovation labs, incubators and new product teams is a big thing today. In my humble if jaded opinion, no one is better able to crack an innovation opportunity than a brand planner – the person responsible for the care and feeding of the brand claim.

Peace.

 

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“Make it matter” is the new tagline for HP.  I posted about it in June when the line broke.  Creating value in a commodity market is tricky. It can’t be done haphazardly.  Finding hard and fast value planks are the key – then they must be banged home.  Not with just one ad, with many.  Over long periods of time and for the foreseeable future.  It’s easy to go off piste with a value program, however.

HP’s Make it Matter campaign appears to be a create value campaign, yet today I read a promotional ad “Buy 2 ink cartridges get one free” and that is not a great expression of making it matter.  Not that saving money isn’t important.  The ad does not include the new tagline.  It does have a highlighted call to action with the URL hp.com/getmore.

Retail and image together are hard to do well. Retail is about how many sales hit the ledge on a given day. It’s shark time.  Image on the other hand is about changing attitudes that predispose people to buy. Done well, and image ad can create action, though it tends to be long haul stuff.

HP has enough money to have two campaigns. But I’m just not feeling it. I’m feeling uncertainty here. Once the snow globe gets a good shake – there are lots of things new at HP and its agency – all will settle down. Knock-knock. Peace!  

 

 

 

 

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