The Fruit Cocktail Effect

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Anyone who has ever eaten fruit cocktail knows it tastes like sugar…and nothing but the sugar. As I’ve said to scores of marketers who have seen my brand framework presentation “The grape tastes like the peach, which tastes like the cherry, which tastes like the pear.” When you try to do too much, you do nothing.  The fruit cocktail effect.

Okay, not the greatest metaphor ever constructed, but it’s meme-able.

As a younger man, volunteering on archeological digs, I troweled dirt and paint brushed away the years in an effort to uncover artifacts from prior people and cultures. Eventually all the dirt would end up in a sifter which revealed small goodies from our slow and methodical labors. 

Brand discovery is a lot like that. We gather massive amounts of information and sift. Sift for goodies. In the case of my branding practice the goodies are called proofs. Tangible things, just like artifacts, that help construct a concrete story.  And because of the fruit cocktail effect, we know that only a few artifacts get into the story.

Amass and de-mass.

Peace.

 

 

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So now that the business questions are out of the way and brand plan is set (the sausage making clients aren’t particularly fond of) we can begin to make “stuff.” The best way to make stuff is to present it in the form of a marketing communications plan. The plan recaps and toplines what was learned during the 24 Questions and organizes strategies, targets, messages and tactics based upon the brand plan. In the Behind the Curtain workshop I will share a marketing communications plan — key deliverable #3 for marketing consulting clients.

After the marcom plan review I will probably show a slide with 5 or 6 planning tools and let the room decide which they want to hear about. The Is-Does is a simple tool, kind of like an elevator speech, that helps explain what a brand is and what it does. Posters Vs. Pasters is a reductionist social media segmentation intended to improve virality and engagement. Twitch Point Planning is a digital age communications planning tool, the object of which is to move customers closer to a sale. Brand Spanking is qualitative research construct develop to knock market leaders down a peg. The Fruit Cocktail Effect is what happens when you lose focus. And ROS, or return on strategy, is a quant approach to proving value beyond tactics. I will leave 20 minutes for Q & A and the workshop will be done. Looking forward to it.

Peace.

 

 

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