Every brand planner has his or her own toolkit. But basically they drop themselves into a category or brand space and learns. They understand the product, competition, care-abouts and functions. If they’re smart they also try to understand the business and finances. A dive into the culture of the buying is important. And learning the language of the category is not underrated.
After all information is amassed, balanced by some qualitative data, it’s time to put paper to pencil. Or finger to keyboard. This is where the good brand planners separate from the not so.
My key tool is the brief. Many brand planner use a brief to create strategy…or a fill in the box template. Same thing.
The real key in crafting a brief is the “boil down.” The boil down removes all non-essential information gathered during discovery. I call it the boil down because it riffs on the metaphor of the stock pot. Fill up the stock pot and boil it down to a very rich bullion at the bottom.
At What’s The Idea?, a brand strategy is one claim, three proof planks. This is the organizing principle for brand strategy. Four things. That’s a lot of boiling.
May 22, 2018 in Marketing
I’m reading a book by Daniel Lubetzky, the social entrepreneur who started Kind Healthy Snacks. There is no arguing with his story, his business strategy (to create businesses that unite politically disparate people), or products. Therefore, there should be no arguing with is book. His ten principles for success are just fine. One principle Mr. […]
May 21, 2018 in Marketing
YouTube Music relaunches tomorrow with one of the worst brand extension names ever. YouTube was born as a video channel — a pretty amazing brand in and of itself. Over the years it has developed into a powerhouse in the mobile music and streaming realm, yet along with YouTube Red and Google Play Music has […]
May 11, 2018 in Marketing
Have you ever wondered how the men and women who do financial reporting write headlines for daily stock market results? On in today’s NYT read “Tech and Health Care Firms Lean Broad Rally.” Some of it is pretty easy: They look at the big winners and losers and simply declaim. It’s data centric. When less […]
May 10, 2018 in Marketing
Customer-facing research is often undertaken by consultants. Outsiders. Pollsters. Research analysts. But who are the real customer-facing experts? The employees who actually face customers. All those employees. Many marketing organizations go straight to consumers to find out about the customer experience. Certainly, a great place to start. But when talking about presenting a face to […]
May 9, 2018 in Marketing
Nike is parting ways with 11 top executives in the face of an employee survey pointing to sexual harassment in the workplace. Facebook is reorganizing into three divisions to put senior management eyes closer to the work areas that have been a little lax in the security department. It seems that firing and reorganizing are […]
May 2, 2018 in Marketing
I was sitting in a living room a few years ago in Brownsville Brooklyn at the home of the head of a local non-profit. There were volunteers there from all walks: educators, musicians, politicians, activists, neighbors and me. The organization, Bailey’s Café, for which I ultimately wrote a brand brief, did what I called “Good’s […]
April 30, 2018 in Marketing
No, not Amazon Dots. Dots or periods in taglines. You’ve seen them. Three word taglines all separated by dots. Wrangler did it a while back with “Real. Comfortable. Jeans.” Many others have done it. The reason they don’t come to mind easily is because it’s a poor, lazy branding tactic. The What’s The Idea? brand […]